Reputation used to travel by itself
For a century the way you found a good butcher was that somebody told you. Word of mouth was the whole marketing plan and it worked, because everybody was standing in the same places.
Word of mouth still exists. It just travels through a phone now, and if the link somebody forwards shows a bare address with no picture, the recommendation dies in transit.
The cost of a good site put it out of reach
A quality custom site from an agency runs to thousands, paid upfront, before anything exists. For a family business turning over a few hundred thousand that is a genuinely difficult cheque to sign on faith.
So they make do. A builder site from 2014. A Facebook page. A listing on a directory. Meanwhile the chain down the road has a booking engine.
It is a solvable problem
Nothing about this is technically hard. The barrier was always commercial, and that barrier has moved: the same work now costs a fraction of what it did, because the tooling has changed.
The businesses that move first in their town tend to keep the advantage for years, because their competitors are not watching.