THE Challenge
Fleming’s digital presence wasn’t keeping pace with the brand’s evolution. Guests struggled to find localized menus, promos and holiday hours. Nearly 65% of web traffic came from mobile, but the existing site wasn’t optimized for a mobile-first experience. Integrations with reservations and menu systems were disjointed, while pop-ups, hidden disclaimers and outbound links created unnecessary UX friction. The site didn’t reflect the premium in-restaurant experience, and it left the marketing team with limited control.
THE Solution
The Acquired Taste team led a complete restaurant website redesign, aligning digital experience with Fleming’s brand promise:
- Mobile-First UX: Acquired Taste designed a responsive front-end that prioritized mobile, ensuring the 65% of users on phones had a frictionless booking experience.
- Geotargeting & Personalization: The site automatically surfaced the nearest location’s menu, promos and holiday hours. Location-specific offers and time-based promos helped guests connect with relevant experiences.
- Creative & Brand Refresh: A mood board and photoshoot redefined the visual identity, incorporating premium food and wine photography, stylized quotes, and black-and-white illustrations. A color palette of sage, mushroom, fig and cabernet brought warmth and elegance to the brand.
- Seamless Integrations: Menuology powered consistent menus across locations, while Guestbridge enabled direct reservations with availability and special requests.
- Frictionless Experience: Pop-ups and outbound links were removed, disclaimers were simplified and navigation was streamlined to create a smoother journey.
- Promo & Video Enhancements: A redesigned promo area gave Fleming’s more control over campaigns, while a new “Experience Fleming’s” video section immersed guests in the ambiance of the brand.
- CMS Empowerment: Sitecore CMS gave the marketing team full control to manage menus, promos and campaigns quickly without relying on IT.
THE Results
The redesigned website created a digital experience as refined as Fleming’s in-restaurant service.
- Brand Alignment: The redesigned website reflected Fleming’s premium in-restaurant experience with a modern, cohesive identity across all digital touchpoints.
- Stronger Guest Journeys: Personalized and geotargeted experiences guided guests to the right actions, creating a more intuitive booking flow.
- Improved Conversions: A frictionless path to reservations and streamlined UX increased bookings and strengthened engagement.
- Marketing Team Enablement: CMS flexibility and integrations gave Fleming’s team direct control, reducing IT dependency and improving agility.
- Scalable Platform: The website became a growth-ready foundation that can evolve alongside the brand and adapt to future guest expectations.
