How Birdcall Used Marqii to Improve Search Performance and Guest Engagement

When you serve all-natural chicken and gourmet salads with full-service hospitality in a fast-casual setting, word gets around. And at Birdcall, that word is delicious.

But building a standout hospitality brand takes more than crispy chicken and a fun atmosphere (though those definitely help). It also takes intentional systems, scalable technology, and a team that knows how to use guest feedback to create even better experiences.

That’s where Marqii and Bidcall shine together.

We recently teamed up with Birdcall’s CFO Ryan O’Haro at RFIS to share how their team uses Marqii’s Review Management and Listings tools to increase their visibility, engage more meaningfully with guests, and prepare for national franchise expansion. Here’s what we learned.

The Birdcall Difference

Birdcall isn’t your average chicken shop. With proprietary tech, a giveback program that donates 1% of sales to the communities they serve, and beautifully designed restaurants (some with putting greens!), Birdcall is a brand built for scale.

But with growth comes complexity — especially when it comes to managing online presence and guest feedback across multiple locations.

Before Marqii, Birdcall’s operators were already doing the hard work of responding to reviews and engaging with guests. But it was time-consuming and siloed. There was no centralized platform for keeping tabs on performance trends or connecting the dots across all the different review sites.

Turning Reviews Into Results

Enter Marqii.

By integrating their listings, menu data, and reviews across platforms like Google, Yelp, TripAdvisor, Facebook, ezCater, Grubhub, and Uber Eats, Birdcall’s operators can now see what guests are saying — all in one place. That saves time, improves visibility, and helps ensure no review slips through the cracks.

But the real game-changer? Turning review responses into a search strategy.

After launching their gluten-free chicken nuggets, Birdcall wanted to boost their discoverability for keywords like gluten-free chicken and gluten-free nuggets. So, with help from Marqii, they began incorporating those keywords into their five-star review responses.

The results speak for themselves:

• 100% increase in search performance for “gluten free nuggets” over three months
• 265% increase in searches for “gluten free food near me” from Dec 2024 to Feb 2025
• Boosted performance across related search terms like “gluten-free restaurant,” “gluten-free fried chicken,” and “gluten-free fast food”

Marqii’s dashboard made it easy to track those keyword trends, while Birdcall’s review response strategy helped ensure store-level operators could respond quickly and consistently.

Empowering Operators to Own the Guest Experience

At Birdcall, guest feedback isn’t just a marketing job — it’s everyone’s job. Store managers respond to positive reviews (3 stars and above), while area directors step in to handle any lower ratings personally.

With Marqii’s user-friendly dashboard, operators can respond to reviews quickly, ensuring nearly every review gets a response within 24 hours.

“We prefer the direct interaction with the guests so that our managers are building those relationships,” Ryan said while presenting this case study at RFIS. “This allows us to recover lost guests who might otherwise not come back. And for positive reviews, it lets guests know they’re being seen and heard — not just speaking into the void.”

From Guest Sentiment to Data Strategy

Beyond review management, Birdcall also uses Marqii’s API to feed review data into their broader reporting tools. They pull that data into their daily sales and labor KPI report — giving them a real-time view of guest sentiment alongside key operational metrics.

That means they don’t just see reviews — they act on them.

One example? A spike in reviews mentioning “woody” or “chewy” chicken helped Birdcall catch a supplier issue early. Thanks to Marqii’s keyword tracking, they worked with the supplier to adjust quality control — preventing the issue from impacting more guests or hurting future sales.

Scaling Hospitality Through Franchising

With big plans for franchising, Birdcall needed a way to keep their hospitality standards high as they expanded.

Their review response framework — splitting responses between managers and area directors — helps maintain consistency. And with Marqii, they’ll continue to have a centralized source of truth for listings, reviews, and performance data as they scale.

“As we grow, Marqii helps us keep our finger on the pulse of hospitality,” Ryan said.

Watch his full testimonial here:

Want Results Like This?

Birdcall’s team understands that guest reviews don’t just reflect the dining experience — they shape it.

By responding thoughtfully, tracking feedback trends, and turning reviews into actionable insights, they’ve built a hospitality engine that scales.

Want to learn how Marqii can help your restaurant do the same? Schedule a demo today and see how our all-in-one platform can help you update listings, respond to reviews, and uncover trends that move your restaurant forward.