Hard Rock International came to Vizergy Digital Marketing with a distinct branding change in mind for the next generation of their Hard Rock Cafes, which Vizergy originally launched in 2015. The Hard Rock team was eager to update their brand identity online and retain the features of the Vizergy Marketing System and Vizergy Content Management System that had served the Hard Rock Cafe team globally for several years.
After a full discovery session and research phase, the Vizergy creative team utilized the new branding direction from Hard Rock and developed a website concept using a lighter color scheme, more vibrant color highlights and a focus on music and the Hard Rock Cafe experience that's unlike any other restaurant chain in the world. The Vizergy team developed that concept using large, bold imagery with minimal text that gave the site a far more lifestyle and experiential tone than the previous version.
Mostly Mobile: Dynamic, Easy-to-Use Navigation
67% of Hard Rock Cafe website traffic is from mobile, so the mobile website experience was going to be crucial. The design team simplified the information architecture and navigation as well as improved the reservation process by incorporating an Open Table booking widget. This allowed the site to load more quickly and prioritize content for mobile devices.
Location Sites with Info People Need
Browser location technology was used to help online users find their nearest Hard Rock Café. Then, for each Cafe location, Vizergys design team created a website with great scrollable content with priority items placed strategically based on heatmap analysis and conversion science to maximize interactions and conversion. The site utilizes Vizergy's event calendar feature to showcase live music and events at each location and help to drive website traffic for target markets at each location.
More Enticing Menu
Any restaurant website should focus on the menu and by using large pictures of the food and bright colors, the Hard Rock Cafe menu really pops off the screen. This facelift was intentional, to show the viewer exactly what Hard Rock Cafe serves and to place great food at the center of the Hard Rock Cafes experience.
Leaders in Restaurant Website Design
Ross McAlpine, Vizergys Client Services Director says, "I think the new Hard Rock Cafes website is a tremendous step forward for Hard Rock Cafe as a brand. Meeting with the Hard Rock leadership team at the start of this massive project we really got a sense of a new beginning and a desire to showcase the experience that's unlike any other restaurant. We were able to harness that new beginning and produce a website that we're proud to be a part of.
I think the team at Hard Rock deserve a lot of credit for their leadership and creativity in how theyve brought their new brand to life, with so many locations around the world that cant have been easy. Im delighted that the Vizergy project team launched this site quickly, on time and on budget and we're looking forward to a new phase of partnership with Hard Rock International as we continue to work with the team on maximizing website traffic and conversions for their Cafes worldwide.
View the full blog post here to see examples of the new websites features.
About Vizergy® Digital Marketing:
Vizergy serves the worlds hospitality industry with conversion optimized website design and fiercely competitive tools to maximize revenue. Our formula for success includes cutting-edge technologies, proven digital marketing programs and the best professionals in the industry. At Vizergy, hospitality marketing is not only our mission, its our sole focus.
For more than 20 years, Vizergy has relentlessly developed and deployed the best marketing technologies and talent to serve thousands of hospitality clients with excellence. The company deploys complete travel life-cycle marketing solutions from responsive website design and development, to proven awardwinning digital marketing programs, reservation solutions, media planning and deployment. Vizergys platform has long been touted as the #1 digital marketing system for hospitality clients, easy to deploy, turnkey and SMART, empowering clients to win in todays complex and competitive hospitality industry.
For more information, please visit www.vizergy.com.
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