Parrilla Albarracín (Marketing)


The pandemic changed the experience of restaurant customers. The restaurant Parrilla Albarracín, one of the classics in Zaragoza (opened in 1986), wanted to adapt to this new ecosystem and counted on me for that challenge.

I started working there in September 2020, while I was finishing my master’s degree in digital marketing, so I took the opportunity to make a digital marketing plan for the restaurant as my master’s thesis. The master’s thesis was evaluated with a grade of 9.1 out of 10 and I put it into practice in my daily work at the restaurant.

Being an SME, I was the only one who was in charge of the marketing work, together with the head of the company. Therefore, I worked in all areas of marketing, which gave me a global vision of the discipline.


What I did

  • Creation and edition of digital menus on the restaurant’s website and of trackable QR codes to link them.
  • Implementation and maintenance of online delivery and take away sales channels with Glovo, Deliveroo, Just Eat and Uber Eats.
  • Digitalization of the reservation book through TheFork software.
  • Creation of customer database and CRM, used for marketing automation campaigns.
  • Creation of an online gift card sales page on the restaurant’s website, with payments processed through Stripe.
  • SEO optimization of the restaurant’s website, improving usability and accessibility, adding new pages with relevant keywords, heading hierarchy or meta descriptions.
  • Specific SEM campaigns on business relevant dates.
  • Strategy and updates on the restaurant’s social profiles such as Google My Business, TripAdvisor, TheFork, Instagram, Facebook and WhatsApp Business.
  • Creation of the restaurant profile on Too Good To Go, reinforcing our commitment to the environment.
  • Analyze, analyze and more analyze to maintain continuous improvement.

What I achieved

In 2021, with my actions already implemented, the restaurant improved its operation and had record profits, even though the first months were still very complicated with covid. Some of the measurable achievements in 2021 are as follows:

✅ Record number of visits to the website. 77.7k users, +300k page views and +2 minutes average time spent on the website.


✅ +120k€ turnover in online orders, positioning a classic restaurant in Zaragoza as a reference also in delivery and take away.

✅ +10k customers in the new customer database, of which 473 consented to receive marketing communications.

✅ Record online bookings, with almost 6k diners coming from online bookings. In addition, by reinforcing the company’s own online booking channel, the unit cost per diner was reduced by 40% and continued to be reduced in 2022.


✅ +325k visits to the Google My Business profile and +9k calls generated from the profile.

✅ 175k visits to Too Good To Go’s profile, with 1392 users adding the restaurant among their favorites in the app. The impact of this app was a great surprise.

✅ +1k new followers on Instagram. The most viral post (the reel you see below) was viewed 79k times.