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Obicà: The $67M Italian That Got SEO Wrong
A deep dive into why a 305-employee restaurant chain ranks #2M globally
Obicà operates 22 locations across Europe with $66.7M in revenue, yet their website only attracts 11,000 monthly visitors. This isn't a tech startup failure—it's a classic case of a brick-and-mortar business treating their digital presence as an afterthought.
"A 305-person company with $67M revenue shouldn't rank worse than a food blogger with a WordPress site."
The Traffic Paradox
Obicà's website gets 11,122 monthly visits—about 300 per day. For a 22-location chain, that's roughly 13 visitors per restaurant monthly. The data shows 54% comes from organic search, but their top keyword 'mozzarella di bufala' (4,110 monthly searches) only drives a fraction of that traffic. The disconnect? They're not actually ranking for their own brand name effectively.
The Identity Crisis
Their homepage title is 'Italian Restaurants | Pizzeria | Obicà'—a generic SEO play that screams 'we're everything to everyone.' The actual H1 tag is just 'OBICÀ'—a single word with zero context. This isn't brand building; it's digital invisibility. For a restaurant chain with $67M in revenue, the digital footprint is shockingly minimal.
The tech stack reveals the story: jQuery, Bootstrap, and Tailwind CSS—technologies that suggest a website built once and abandoned. No structured data, no modern frameworks, and a blog that redirects to Accessibe's accessibility guide. They're spending millions on mozzarella but pennies on their digital storefront.
- 22 locations across Europe but digital presence is invisible in search
- Top organic keyword is generic 'mozzarella di bufala' not brand-specific
- Website built with legacy tech (jQuery, Bootstrap) with no modern optimization
- Only 1 Trustpilot review despite being a 15-year-old brand
The Investment Opportunity
This is a classic digital arbitrage. A $67M revenue company with proper local SEO could 10x their organic traffic within 18 months. Their 22 locations should generate thousands of location-specific searches monthly. The brand equity exists offline but is completely untapped online. For a PE firm or strategic acquirer, the digital transformation upside is massive.
The Bottom Line
Obicà is a $67M restaurant chain operating like a digital ghost. The mozzarella is world-class, but their SEO is a tragedy. Someone needs to tell Davide Lorenzo that Google doesn't serve tables.
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Italian Restaurants | Pizzeria | Obicà
Obicà casual dining in contemporary Italian Restaurants and Pizzerias. A friendly and welcoming atmosphere. Book your table at Obicà today.
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Reviews (1)
Came here on Saturday
Came here on Saturday. Ideally situated round the corner from the palladium as we were seeing Barry Manilow. The food here was excellent. Full of flavour. Absolutely mouthwatering. I had the tortellini with mushrooms and lemon. Normally there is not enough flavour of the lemon but this was just had so much flavour 😘 Even down to the taste of the olive oil 😘. My husband had the tiramisu which I am not a fan of but I tried a little and even I could have eaten it. The staff are helpful and friendly. Would definitely go back again and work our way through the menu 😂
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About obica.com
Obicà casual dining in contemporary Italian Restaurants and Pizzerias. A friendly and welcoming atmosphere. Book your table at Obicà today.
Company Overview
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Technology Stack
obica.com uses 21 technologies across their website including AccessiBe, Vimeo, Google Fonts, and more.
Accessibility
AccessiBe
Video
Vimeo
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Google Fonts
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HSTS
CMS
Webflow
CDN
jsDelivr
Traffic & Audience
obica.com receives approximately 11.1K monthly visitors and ranks #1,999,933 globally. The website has a bounce rate of 44% with visitors viewing an average of 1.9 pages per visit. Users spend an average of 1:32 on the site.
The majority of obica.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about obica.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit obica.com directly at https://obica.com.