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Case study

How El Mural grew sales by $212,000.

El Mural is a Mexican grill and cantina in Warner Robins, Georgia. Cinco de Mayo was always going to be busy. The real question was the rest of the year. Here is what seven months of planned marketing did to it.

  • ConceptMexican grill & cantina
  • MarketWarner Robins, GA
  • ServicesGoogle + Meta ads, calendar campaigns
  • MeasuredJan–Jul 2025 vs Jan–Jul 2026
El Mural Mexican Grill & Cantina in Warner Robins
Seven months
$616,326
+$212,603 · +52.7%
Jan–Jul 2026 vs Jan–Jul 2025 · total revenue
Total sales for January through July against the same seven months a year earlier. Revenue, not profit.
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The year at a glance

Not one big day. Every month, ahead.

7 of 7Months from January to July 2026 that beat the same month of 2025.
$106,538May 2026, the restaurant’s biggest month in the Dishio record.
+$30,400More in sales every month, on average, January to July.
01
01 · What changed

Same restaurant. Same seven months. One year apart.

A year earlierJan–Jul 2025
$403,723Sales across the seven months · Jan–Jul 2025
  • —About $57,700 a month in sales
  • —Cinco de Mayo: $8.2K on the day
  • —Holidays did well on their own
  • —Regular weeks carried less of the year
This yearJan–Jul 2026
$616,326Sales across the seven months · Jan–Jul 2026Up $212,603 (+52.7%)
  • →About $88,000 a month, $30,400 more than the year before
  • →Cinco de Mayo: $12.6K on the day, up 54%
  • →Google search and Performance Max running all seven months
  • →Meta campaigns for event nights between the holidays, not only before them

The $212,603 is the increase in the location’s total sales over the same seven months the previous year. Revenue, not profit, covering everything the restaurant sold.

02
02 · The problem

Cinco de Mayo takes care of itself. A Tuesday in February doesn’t.

Short version: El Mural already knew how to have a big holiday. The hard part was getting ordinary weeks to pull their weight.

El Mural sits on South Houston Lake Road in Warner Robins, a town built around Robins Air Force Base. It is open seven days a week from 11 in the morning, with a full bar, catering, private events and online ordering.

El Mural already knew how to have a big day. Cinco de Mayo brought in $8,200 on its own. Most Mexican restaurants in middle Georgia are packed that day, so a holiday was never the hard part.

The hard part is everything in between. Rent and payroll come due every week, and a regular Tuesday has to pull its weight the same as a holiday.

El Mural Mexican Grill & Cantina
El Mural · 1291 S Houston Lake Rd, Warner Robins

So the goal was simple. Keep winning the big dates, and give people in Warner Robins a reason to come in on an ordinary week too.

A Mexican grill with a full bar has plenty to offer on a weeknight. People just need to be reminded it’s there when they’re deciding where to eat.

The quietest month, a year apart
January 2025$37,783
January 2026$81,666
More than double, in the month after the holidays when most restaurants slow down.
03
03 · The solution

Dineline planned the marketing around the calendar, then kept it running between the big dates.

Short version: Meta campaigns built up the big dates, and Google and Meta ads kept El Mural in front of people all year in between.

The plan starts with the year’s big dates. Dineline ran Meta campaigns in the run-up to Cinco de Mayo so people in Warner Robins saw El Mural for days before the holiday and had it in mind when they made plans.

The next year the team ran the same playbook again, with tighter targeting. Same date, same restaurant, better aim.

Between the big dates the ads kept running. Google search and Performance Max campaigns put El Mural in front of people looking for somewhere to eat, all year. On Meta, campaigns promoted Loteria Night, the new trivia nights, Valentine’s Day and online ordering, including ads aimed at past guests captured through Dishio.

Cinco de Mayo, one day
$8.2K → $12.6K
+$4,400 on the day · +54%

The big day got bigger. But $4,400 on one day does not explain $212,000 over seven months. The other $208,000 came from ordinary days, and that is the part of the story worth telling.

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04
04 · The result

About $1,000 more, every day.

January through July 2026 brought in $616,326. The same seven months of 2025 brought in $403,723. That is $212,603 more, up 52.7%.

Spread across the calendar, it works out to roughly $30,400 more a month, or about $1,000 more for every day from January through July. Cinco de Mayo added its share. Most of the money came from regular lunches and dinners.

20252026Monthly sales, with the change on each month.
$403,723Jan–Jul 2025 total revenue
$616,326Jan–Jul 2026 total revenue
+$212,603Added in the same seven months
+52.7%Year over year, Jan–Jul

Measurement note: Revenue figures are El Mural location totals as reported by the restaurant in Dishio, comparing January–July 2025 with January–July 2026.

The verdict

Busy on more than the big days.

Cinco de Mayo still had its moment. But the year was won on ordinary weeks: every month from January to July came in ahead of the year before, with the biggest jumps in the quiet months after the holidays.

Your turn

Make the whole calendar count.

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Questions we get about this case.

January to July 2026 total revenue was $616,326, up $212,603 (+52.7%) from $403,723 in the same seven months of 2025. Every one of the seven months came in ahead of the year before.

Dineline planned campaigns around the calendar, starting with Cinco de Mayo, and kept ads running between the big dates: Google search and Performance Max all year, plus Meta campaigns for event nights like Loteria Night and trivia, Valentine’s Day and online ordering.

No. Cinco de Mayo added about $4,400 on the day. The rest of the $212,603 came from ordinary days, with the biggest jumps in January and February.

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