Revamped Overall Branding / Attitude Change
Hard Rock International came to us 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 we knew the mobile experience was going to be crucial. We simplified the information architecture and navigation and improved the reservation process by incorporating an Open Table booking widget, we knew the site had to load quickly and prioritize content for mobile devices.
Location Sites with Info People Need
We used browser location technology to help users find their nearest Hard Rock Cafe and then for each Cafe location we created a website with great scrollable content with priority items placed strategically based on heatmap analysis and conversion science to maximize interactions and conversion. We utilized Vizergy’s event calendar feature to showcase live music and events at each location and help to drive website traffic for our target market 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, Client Services Director “I think the new Hard Rock Cafes website is a tremendous step forward for Hard Rock Cafes 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 they’ve brought their new brand to life, with so many locations around the world that can’t have been easy. I’m 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.
Explore more of the client’s site here: https://www.hardrockcafe.com/
For more information about how website design can drive direct revenue for your property, contact the experts at Vizergy. To check out more stunning website designs by the Vizergy team, see examples in Vizergy’s portfolio.
This release also seen here:
– HSMAI
– HospitalityNet
