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Indian Restaurant · 2 Locations

Ellie’s Indian Curry Corner × TRU

Two Indian kitchens on the Jersey Shore, in Belmar and Toms River, that started with no website at all. Today they run on the full TruPortals restaurant system: a real website, commission-free online ordering and reservations, an AI phone assistant that picks up every call, and local ads that fill seats on happy hour and specials. In the first month on TruOrder, guests placed over $4,200 in paid online orders directly with the restaurant, with no delivery app taking a cut.

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Ellie's Indian Curry Corner x TRU case study
Direct Online Orders, First Month $4,200+ Paid pickup orders through TruOrder in September 2026, zero third-party commission
IndustryRestaurant · Indian Cuisine
LocationsBelmar & Toms River, NJ
Websiteelliesindiancurrycorner.com
Key ServicesWebsite, TruOrder Online Ordering & Reservations, AI Phone Assistant, Meta Ads, Local SEO & Google Business Profile, Clover POS Integration, Email/SMS
The Challenge

Great food, two locations, and no digital front door.

Ellie’s had loyal regulars and a menu people drive for, but nothing online they owned. No website, no way to order direct, no way to book a table without calling, and phones ringing through the dinner rush while the team was busy cooking. Every online order went through a delivery app that kept a slice of the ticket and kept the customer’s contact details too. With two stores to run, they needed one system that could handle both without adding staff.
The Solution

One restaurant system running both stores.

We built Ellie’s from the ground up on TruPortals. A new website for both locations. TruOrder, our own ordering platform, at order.elliesindiancurrycorner.com, with each store’s full menu synced straight from their Clover registers so prices and items never drift. Guests order pickup and pay online, or book a table in a few taps, and every order and reservation lands in the CRM so Ellie’s owns the relationship. An AI phone assistant answers every call, helps with orders, pickups, deliveries and reservations, and hands off to a real person the moment a caller asks. On top of that, Meta ads promote happy hour and weekly specials to locals, with purchase tracking wired end to end so we can see which ads turn into real paid orders.
The Results

A restaurant that runs on a system.

$4,200+ Direct Online Orders Paid through TruOrder in the first month, commission-free
65 Paid Online Orders Averaging about $66 a ticket across both stores
25+ Online Reservations Tables booked without a single phone call
#1 On Google Maps For “curry restaurant” in Belmar, from every point we track
4.9 Star Rating Belmar on Google, with four search terms in the top three
AI Phone Assistant Takes orders and bookings by phone, with a human one step away
Strategy Deep-Dive

How the system actually works.

01 / Website & Ordering

Own the order, keep the margin

  • A new website built from zero for both Belmar and Toms River
  • TruOrder storefront with 160+ menu items, synced live from each store’s Clover register
  • Online card payments straight to the restaurant, orders pushed to the kitchen and the CRM
  • Delivery still available through the apps guests already use, while pickup comes direct
02 / AI Phone Assistant

Every call answered, even at rush

  • AI assistant trained on both menus, hours and locations
  • Handles online orders, pickups, deliveries and reservations by phone
  • Transfers to a real person the moment a caller asks for one
  • Staff stay on the line and the food, not the ringing phone
03 / Local Ads & Specials

Ads that fill seats, measured in real orders

  • Meta ads promoting happy hour, specials and online reservations to locals
  • Pixel and server-side tracking wired to TruOrder, so ad results match real paid orders
  • Separate campaigns for pickup orders and table bookings
  • Creative built from real photos of their food and dining room
04 / Local SEO & Reviews

The top of the map in Belmar

  • Google Business Profiles managed for both locations
  • #1 map ranking for “curry restaurant” in Belmar across all 39 points we measure
  • Top three for “best indian food” and “indian restaurant” in Belmar
  • Monthly heat-map reports so the owner sees exactly where they rank
Beyond Marketing

A system, not another app.

Every restaurant is different, and so is every restaurant’s revenue. What Ellie’s has now is the part that compounds: a website they own, a customer list that grows with every order and booking, a phone line that never goes unanswered, and ads that are measured against real money in the register. Toms River went live on TruOrder in late September and is already taking paid orders. From here the plan is simple: more direct orders, fewer app fees, and more tables full on the nights that used to be slow.
Key Highlights

What stands out.

  • Went from no website to a full online system across two locations
  • $4,200+ in paid online orders in the first month, with no third-party commission
  • 65 paid online orders and 25+ online reservations since launch
  • AI phone assistant handling orders, pickups, deliveries and reservations, with easy transfer to a human
  • Menus synced from Clover at both stores, so online prices always match the register
  • #1 on Google Maps for “curry restaurant” in Belmar, on a 4.9 star rating
  • Meta ads for happy hour and specials, tracked all the way to paid orders
Challenges & Considerations

The realities we manage.

  • Started with zero online presence: full ground-up website, ordering and systems build
  • Two locations with different menus and prices, each synced from its own register
  • Delivery app platforms still matter for delivery, so direct pickup grows alongside them
  • Ad platforms over-report results, so we measure every campaign against real paid orders
  • Moving regulars from calling or app ordering to ordering direct takes steady reminders
Your Restaurant Is Next

Keep Your Margin With TruPortals.

Book a demo and see how the same system behind Ellie’s can take your orders, bookings and calls without handing a cut to the apps.
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