mcmenamins.com
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McMenamins: The $374M Pub Empire That Bet on Experiences
How a Pacific Northwest brewery built a digital moat around historic real estate
In an era where most hospitality brands are fleeing to generic tech stacks, McMenamins has done the opposite: they've weaponized their website to become the digital gateway to a $374M empire of repurposed schools, theaters, and hotels. This isn't a restaurant chain with a website—it's a destination platform with a taproom.
"McMenamins doesn't sell beer—they sell entry tickets to immersive, historic experiences. Their website is the bouncer at the door."
The Real Estate Alchemy
While competitors build cookie-cutter breweries, McMenamins operates 50+ historic properties—converted schools, theaters, and hotels across Oregon and Washington. Their top organic keywords aren't product names but destinations: 'Bagdad Theater' (4,420 monthly searches) and 'McMenamins Edgefield' (2,760 searches). They've turned real estate into SEO assets.
The Direct Traffic Dominance
With 32% direct traffic (vs. industry averages of 15-20%), McMenamins has built a cult following that types their URL directly. This isn't accidental—it's the result of a loyalty program (Passport) and events that force repeat visits. Their 970 employees aren't just brewing beer; they're creating experiences that drive branded search volume.
The tech stack reveals their strategy: jQuery, Tailwind, Bootstrap, and Ant Design suggest a modern, responsive site built for conversion. Yet they integrate Hotjar and Zendesk—tools for optimizing user experience and support at scale. This isn't a legacy system; it's a deliberate choice to balance performance with customer intimacy.
- 97.2% of traffic comes from 'undefined' countries (likely US-only), proving hyper-local dominance
- Top keyword 'mcmenamins' (10,900 monthly searches) shows brand strength
- Instagram and Facebook drive community, but YouTube hosts their content strategy
- Careers page is separate, indicating a mature HR funnel
The Experience Moat
McMenamins proves that in hospitality, digital isn't about scaling transactions—it's about scaling the feeling of belonging. Their 609K backlinks aren't just SEO; they're a testament to a brand that made 'historic brewery hotel' a searchable category.
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Open Graph Image
http://www.mcmenamins.com/images/mcm-og.png
Meta Tags
Pubs, Breweries and Historic Hotels in Oregon and Washington - McMenamins
Pubs, Breweries and Historic Hotels
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About mcmenamins.com
Pubs, Breweries and Historic Hotels
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Technology Stack
mcmenamins.com uses 14 technologies across their website including Google Fonts, DoubleClick Floodlight, Google Ads, ShareThis, and more.
Fonts
Google Fonts
Advertising
DoubleClick Floodlight, Google Ads, Facebook Pixel
Social
ShareThis
Customer Support
Zendesk
Analytics & Marketing
Hotjar, Google Tag Manager, Google Analytics
UI Libraries
DaisyUI, Ant Design
Traffic & Audience
mcmenamins.com receives approximately 315.6K monthly visitors and ranks #141,869 globally. The website has a bounce rate of 47% with visitors viewing an average of 2.8 pages per visit. Users spend an average of 2:12 on the site.
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