TRATA sits in the historic Rochester Armory, serving 48 beers on tap to the tune of $7M annually. But their website tells a different story—one of digital stagnation masking a thriving physical business. It's a fascinating case study in how a successful venue can completely ignore the digital customer journey.

"47% direct traffic isn't brand strength—it's a failure to capture new customers online. When you can't rank for 'restaurants rochester ny,' you're invisible to discovery."

The social media presence is active but disconnected. Twitter, Facebook, and Instagram exist, yet they're not driving meaningful traffic back to the website. The site itself has only two functional pages: contact and privacy. There's no menu, no reservation system, no event calendar—just a digital business card that leaves potential customers with more questions than answers.

• Zero structured data implementation—completely invisible to rich search results
• Mobile experience likely broken despite 60%+ mobile traffic expectations
• No online ordering integration despite the delivery economy boom
• Missing basic conversion funnels (no email capture, no reservation flow)