Case Study: Central Restaurant Products achieves closed-loop reporting and increased ROAS with Marchex Marketing Edge

Central Restaurant Products optimizes inbound lead flow with Marchex Marketing Edge

Central Restaurant Products, a wholesale supplier of restaurant equipment and supplies based in Indianapolis, depended on website traffic and phone orders for revenue but couldn’t reliably link sales back to its digital channels (Google, Microsoft, Criteo) using Google Analytics alone. To close that gap they engaged Marchex and implemented Marchex Marketing Edge, seeking to attribute calls and texts to specific campaigns and improve ROI visibility.

Marchex deployed call tracking and conversation analytics (including dynamic number insertion, call recording and keyword tagging) and matched call records to CRM orders and ad Click IDs, then pushed revenue back into Google Ads and Microsoft Advertising. As a result, Central Restaurant gained closed‑loop, multichannel attribution, improved bidding and budget decisions, and increased measured ROAS (what appeared as a 4x online ROAS adjusted to a 5–6x ROI when offline calls were included); roughly 70% of sales run through its call center are now visible against marketing spend thanks to Marchex.

Central Restaurant Products

Nathan Smith

Marketing Database Analyst