BRANDING . UI | UX
Designed at: Phase 3
Role: Web Design Lead
Fifth Group Restaurants crafts meaningful, memorable and exceptional experiences for their guests with creativity and connected service. With six distinct restaurant experiences across 11 locations in the Atlanta area, Fifth Group is the city's most-established and beloved restaurant group.
This range of experiences came at a price, however. Outdated websites didn't meet the needs--or expectations--of modern-day users, nor did they accurately reflect the sophistication of each restaurant experience.
CONNECTED TO EXCEPTIONAL
With six distinct restaurant brands comes a multitude of differing brand experiences. Fifth Group was struggling with alignment within each restaurant: while different, each falls under the umbrella of the parent company, and each needs to feel connected to the same values and expression.
- Bring six unique experiences into alignment
- Simplified UI/UX for critical user paths such as hours, menus, reservations & private dining
- The tracking of important metrics such as actual reservations made, gift card sales and private dining leads
- An elevated design that is evergreen and reflective of each restaurant experience
- Responsive access to each site
LET'S GET STARTED
Once the site map was established, the next step was to bring the various brand palettes into alignment. Starting with the parent brand, we then carried common color threads throughout each restaurant while still allowing their distinct personality to shine.
BUILDING THE TEMPLATE
Each restaurant would need to showcase their own unique menus, hours and chef spotlight, along with links to OpenTable for reservations and a hub for private dining.
Three distinct templates were designed to accommodate for the needs of each location type: full restaurant, airport location and coming soon page.
The airport and coming soon templates were abbreviated versions of the full site template.
A consistent structure was established that would allow for easy execution across different brands - simply change the colors and images and you're good to go! An auto-slider is built into the hero section to showcase each restaurant's unique vibe.
For restaurants with multiple locations, a landing page was built to allow for quick access to contact the restaurant and to make reservations.
A simple and engaging experience is created by streamlining the content and adding a fixed color overlay.
While different, each restaurant shares similar elements: chef highlight, upcoming events, private dining options and social media presence. These aspects were thoughtfully developed so that they could be easily managed from either a central WordPress hub, or individually by each restaurant's marketing team.
Each interaction on the site has been intentionally crafted to respond for the best experience.