M.K
Portfolio
Restaurant Marketplace Optimization
Case Study
A traditional Mexican restaurant specializing in pozole, quesadillas, sopes, and authentic Mexican comfort food operated across major food delivery marketplaces but struggled to maximize its digital performance. Key challenges included a disorganized menu structure, inconsistent pricing, poor product discoverability, limited marketplace SEO, and weak visual merchandising. As a result, the storefront failed to effectively communicate the restaurant's quality, authenticity, and brand experience, creating friction throughout the customer journey and reducing conversion opportunities.
Overview
Led digital merchandising and marketplace optimization initiatives across food delivery platforms to improve product discoverability, customer experience, conversion rate, and average order value. This included restructuring menu architecture, optimizing Product Page Description, titles and descriptions, redesigning product imagery and promotional graphics, improving visual consistency, and implementing merchandising strategies that enhanced customer experience, increased product visibility, and drove higher conversion and revenue performance.
Platforms
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Rappi
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Uber Eats
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DiDi Food
Key Contributions
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Optimized menu architecture and category structure.
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Improved marketplace SEO through product naming and descriptions.
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Redesigned product presentation with new photography and visual merchandising.
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Implemented pricing, bundling, and promotional strategies.
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Enhanced upselling and cross-selling opportunities.
skills
Digital Merchandising • CRO • Marketplace SEO • Product Catalog Management • Pricing Strategy • Bundling • Revenue Optimization • Graphic Design • Graphic Design • Photography • Experience Optimization •Content Strategy • Canva •Photoshop •Illustrator
MENU ARQUITECTURE
Restructured categories and prioritized best-selling items for easier navigation.
MARKETPLACE
SEO
Optimized product titles, descriptions, and menu structure to improve search visibility.
VISUAL MERCHANDISING
Redesigned product photography, graphics, and menu layouts to increase appeal and perceived value.
PRICING & PROMOTIONS
Optimized pricing strategy, created bundles and promotions to increase AOV and drive more orders.
MERCHANDISING STRATEGY
Implemented placement and highlighting strategies to increase visibility of key and high-margin products.
results
15%+
Average Order Value
18%+
Conversión Rate
10%+
Product Discoverability
Selected Brand Direction
Digital Merchandising
Challenge
The menu had grown over time, making it difficult for customers to quickly find products and understand the offering.
Approach
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Simplified the menu structure.
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Reduced unnecessary complexity and category overlap.
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Grouped products according to customer shopping behavior.
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Prioritized high-demand and high-margin items.
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Created a logical flow to guide customers through the menu.
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Improved naming conventions and product hierarchy
Outcome
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A cleaner and more intuitive menu experience designed to improve discoverability, reduce friction, and support conversion and average order value growth.
before/ after
