D&D has been a pioneering company in the British dining scene for over a decade. Their group website needed a refresh to match their position at the forefront of the restaurant industry – they wanted something that would be more innovative, creative and distinctive, and aligned with their brand identity and business needs.
As their long-standing partners, we worked with D&D in order to evolve the brand look & feel, and translate it through their new group website. This new site would become the beating heart of all marketing activities, and offer integrated solutions for the whole business spanning restaurants, hotels, the online gift shop, wine, and a loyalty club in London, and beyond.
The group’s existing visual identity didn’t represent the vanguard nature of the business, so our first task was to take the D&D Group brand from corporate cool to aspirational lifestyle brand, based on what makes the D&D brand distinctive.
To create a high-end, stylish brand identity that appeals to a discerning target market, we expanded upon the existing colour palette to include some neutral styles. We also revisited the typography to incorporate extra-large headings, applying luxury details to the brand in a way that speaks of quality and hints at it’s West London lifestyle and fashion influences.
We developed the brand further using large and clear imagery, and designed a smooth UX and a layout that allows for calls to action to be spread around the page, encouraging content discovery throughout the website.
Using the new brand, we created a tailor-built website that improved the user journey as well as the back-end functionality, creating a better experience for D&D customers engaging with the brand, and streamlining operations for our clients on the back end.
To improve the user journey we made all restaurant categories filterable, so visitors can sort by the type of experience they are looking for.
We built a custom CMS on WordPress, incorporating bespoke features like integrations with preferred third party widgets and instructions for users. This means the CMS can now be easily used by members of the central marketing team as well as individual restaurants- an essential need for a business of D&D’s size to operate efficiently at scale.
We put together a comprehensive migration plan that ensured all relevant pages from the old site were redirected to the most relevant pages on the new one, ensuring all of D&D’s SEO value was maintained during the migration, which minimised the usual drop in organic traffic that many new websites experience.
Before we went live, we ensured all key actions along the conversion funnel were being tracked as goals within Google Analytics. This not only informed future CRO analysis but also enabled detailed campaign performance analysis. We tested the site across all major browsers on both desktop and mobile to ensure the user experience was consistent regardless of device.
We’re incredibly proud of the result. No matter what page you’re on, you get a real sense of the D&D brand values at the site’s core. Not only does the new website look beautiful, it absolutely meets those essential business needs from an operational perspective. And, most importantly, it delivers results for our client.
But the best way to understand the outcome is to see the website for yourself:
And, here are some of the impressive performance stats the website has generated since launching in early June 2019, as compared to the four-month period before its relaunch.
Sign up and we'll send you select articles we think you'll like