Checkers.com's 36% direct traffic is a founder's dream—this means over a third of visitors type the URL directly or use bookmarks. In an era where aggregators take 15-30% margins, this direct relationship is their moat. The 48% organic search traffic suggests strong brand recall: people search 'checkers' (256K monthly volume) rather than 'burgers near me.' This is a brand that owns its customer relationship, not just rents it from DoorDash.

Their top keywords reveal a fascinating split: 'checkers careers' (1,700 monthly searches) and 'checkers jobs' (700) show they're a major employer, but also that job seekers are a significant portion of their organic traffic. The 256,000 monthly searches for 'checkers' alone is massive—that's brand recognition most chains would kill for. Yet with only 107K monthly visits, there's clear conversion friction: people know the brand but aren't always ordering online.

Chris Tebben (President & CEO) leads a 5,270-person organization with Michael Blair (CFO) managing the $1.3B revenue machine. Adam Eiler (VP Digital) drives the digital transformation—critical when 48% of traffic is organic. The presence of a 'Head Cook' (Shavar Newsome) in leadership signals operational excellence isn't sacrificed for digital growth. This is a balanced team that understands burgers AND bytes.