Winning “Nasi Lemak Near Me”: Crave’s High-Intent SEO Playbook for SG

Mobile loads fast lean templates, stable layout

Menus that answer clear sets, add-ons, allergens

Outlets found first store pages that actually rank

Services Used: Strategy, Technical Cleanup, Content Hub, Local Presence, Analytics/Tracking

Meet Crave Nasi Lemak.

Crave is a Singapore staple fragrant coconut rice, crispy chicken, sambal with a kick serving breakfast rushes and late-night cravings across the island. Offline love was never the problem. Online, the site needed to win the micro-moments that drive real orders: nearest outlet, today’s sets, what’s halal, delivery from my area, any promo now?

The initial challenge.

Most organic sessions funneled into a few generic pages, while discovery terms around nasi lemak sets, sides, and breakfast takeaway were dominated by publishers and delivery marketplaces. Titles and headings leaned brand-forward instead of query-aligned; heavy hero assets and third-party scripts slowed first paint on mobile right when hungry users decide to stay or bounce. Outlet pages varied in depth and schema coverage, so map-pack performance wobbled; some locations lacked consistent NAP, hours, and landmark cues. 

Benefits Of SEO

Menu content mixed permanent sets and limited-time items without a predictable structure; allergen/halal indicators and reheating guidance were inconsistent across items. Analytics focused on pageviews rather than intent actions find a store, view menu, click to delivery, sign up for promos so the business couldn’t see which content actually nudged store visits or orders.

Our solutions.

We rebuilt foundations for relevance, speed, and locality, then layered a content system that meets diners earlier. Technical cleanup came first: query-aligned titles/H1s on menu and category pages; clarified H2/H3 hierarchies; compressed imagery; deferred non-critical scripts; and stabilised layout containers to tame CLS on mobile. Internal links were rewired so authority now flows from stories into “money” pages set menus, bundles, sides, and outlet pages instead of dispersing across legacy posts. For locality, every outlet page became a mini-microsite with consistent NAP, opening hours, delivery/collection options, embedded maps, public-transport/landmark cues, and LocalBusiness schema so each location can rank and convert independently for “near me.”

We launched a snackable content hub built around real searches: seasonal roundups (Ramadan/iftar packs, rainy-day comfort picks), practical explainers (halal status, allergens, calories/macros, reheating), and brand stories (coconut rice, sambal profiles) that link purposefully back to relevant menu groups and the closest outlets. Structured data (Organization, Product/MenuItem, FAQ, BreadcrumbList) sits across templates to widen SERP footprint and earn richer snippets. Measurement moved from vanity to intent signals. 

In GA4, we instrumented Find a store, View menu, Delivery partner click, and Promo sign-up/redemption, with UTM discipline across campaigns and socials. A lightweight dashboard now shows which guides push menu views and outlet lookups, which geos/time windows convert, and which promos drive delivery clicks so budgets and calendars can be steered toward proven micro-moments.

Impact.

Mobile pages load quickly and answer what matters first today’s sets, sides, and halal/allergen cues reducing bounce and shortening the path to order. Outlet pages appear more consistently in map-packs, editorial pieces create new entry points during seasonal peaks, and internal links funnel that interest into nearby stores and delivery partners. 

Reporting finally traces a clear line from search to outcomes the business cares about: more store lookups, more menu interactions, and more delivery click-outs especially during breakfast and lunch peaks when cravings convert in seconds.

Want the same lift? Let’s make your site the fastest path from craving to checkout. Talk to PaperCut Collective.