The Take 5 Story

The Battlefield: A 7-Mile Radius

Every Take 5 location is essentially at war with every competitor within its seven-mile radius. The average person won't drive more than seven miles for a commodity service like an oil change.

Most operators think the battle happens at the bay door — through price, speed, and customer service. Yet, the battle is already over by the time the customer picks up their phone to open their map.

Three Things Happen Before the Customer Picks Up the Phone 

Every time a customer searches for an oil change, a tire rotation, or a nearby service location, three things happen simultaneously:

An AI answer engine scans for structured, machine-readable facts about the business. A search crawler evaluates the semantic hierarchy and location data across every location. A customer then decides — in seconds — whether to trust the response enough to drive over.

What doesn't get built for the robot never reaches the person.

One Architecture Decision, Not Three Digital Problems

The solution for winning locally and at scale recognizes that these aren't three problems. It's’s one content architecture decision.

The approach for Take 5 Oil Change was not three separate digital problems with three separate websites. Elevate Digital built one foundation designed to support visibility, local relevance and customer action across more than 1,000 locations. The content architecture was designed with three modes — all fed from a single Contentful content model, structured once and optimized three ways.

The AI Site Feed

Clear, structured content built for the answer platforms that often shape customer decisions before a website visit ever happens. Designed so tools like ChatGPT, Gemini, and Perplexity can recognize and surface Take 5 as the relevant answer early in their journey.

The Structured Site

A strong digital foundation built to help search engines understand, trust, and surface the brand. Consistent location data across 1,000+ locations helps every shop compete more effectively in local search.

The Visual Site

Fast Answers content Car Care Basics Hub, hop-level pages designed to turn local interest into real results and built for the customer ready to act.

Content Structured Once. Serving All Three

That means creating an experience to help Take 5 show up clearly in discovery, stay consistent across markets, and give customers the confidence to take the next step.

It also means reducing the rework that happens when teams are forced to build for different channels, audiences, and markets in completely different ways.

Content structured once. Serving all three. No rework.

What Doesn't Get Built for the Robot Never Reaches the Human →

Sign up for the discussion with Matthew Flanagan and Contentful’s Sean Winter, Head of Value Engineering, North America. Dive into this content framework and case study to better understand how to build for the future of content.