Case Study: Taco Mac A/B Tests Menus for 50% increase in Online Orders via Olo


  • Taco Mac has over 30 locations, supported by Olo online ordering, in the southeast specializing in wings and craft beers
  • Google Analytics showed that the Olo ordering process needed to be optimized for the mobile web experience


CMO Kim Jenson-Pitts quote about results of A/B testing for Taco Mac & Olo - "With the huge growth of takeout & delivery, there was tremendous value in having the analytics to support making design changes."
  • Analytics experts Empirical Path and branding and web design agency 3 Owl came together to rethink the online ordering experience
  • 3 Owl created a mobile-first menu layout with the goal of driving sales, arranging top-selling items for greater visibility and increasing calls to action to order online
  • Empirical Path leveraged Olo’s support for Google Tag Manager and its datalayer to customize tracking of menus on Taco Mac’s website and transactions via Olo
  • Empirical Path created a Google Optimize A/B test to display the new menu design to half of menu viewers and measure the differences in order volume
  • Empirical Path synced results with Google Analytics so that the client could analyze differences in lift by restaurant and menu category


  • Testing revealed a 27% increase in online ordering conversion rate thanks to the new 3 Owl design
  • Since the A/B test, 3 Owl continued to optimize the menus, and online ordering sales have increased over 50% compared to the old menu

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