Case Study: European Wax Center Boosts Local Search CTR and Reservations with Rio SEO

European Wax Center Strips Away Local Listings Issues to Reveal Lucrative Local Marketing Gains Across the Brand

European Wax Center, a leading beauty franchise with nearly 800 U.S. locations, needed a stronger local presence to support online visibility and waxing service reservations. Its lean marketing team also made it difficult to manage local listings and GMB accounts across the brand, while franchisees expected highly personalized support as part of their marketing fees. Rio SEO provided the local marketing technology and managed services needed to address these challenges, including Local Listings and Local Reporting.

Rio SEO implemented hands-on local listings management and custom monthly franchisee reporting, combining Yelp, GMB, Google Paid Ads, and Local SEO reporting into a white-labeled package. The result was strong measurable growth: CTR on Google rose 104% year over year, local clicks to center microsites increased, organic web reservation conversion improved 28%, and franchisee adoption of the corporate local marketing program reached 99.75%. European Wax Center also reported greater franchisee satisfaction, with Rio SEO acting as an extension of the internal team.

European Wax Center

Jaime Fraser

Director of Marketing Services