Tavistock Restaurant Collection
Tavistock Restaurant Collection operates 14 unique concepts with 28 individual restaurants, from casual to fine dining, across the United States. A guest-obsessed company, TRC strives to create memorable experiences for patrons each and every visit by equally focusing on excellence in food, drink, service and atmosphere.
Visit TavistockRestaurantCollection.com for more information.
Closely collaborating with TRC’s marketing team, I lead the digital strategy, development, and deployment of all fourteen brand websites throughout 2014 and 2015. In addition to redesigning each digital property, I provided each brand with analysis of website performance, email marketing, OpenTable reservations, gift card sales, and social media footprint.
A Collection of Digital Properties
By the middle of 2014, it was clear that each individual brand throughout the collection needed to reexamine and reevaluate their online presence. The majority of TRC’s digital properties were not mobile friendly, and many brands were losing money to OpenTable by not accepting reservations through the website.
Working collaboratively with TRC, our team transformed all fourteen brands and the parent website for TRC. While three brand websites are currently in design and development, the impact can be measured by a 14% increase in OpenTable reservations and a 15% increase in covers reserved through TRC websites.
Gift Card Platform
In order to better control the gift card purchasing experience, we built a custom ecommerce platform for TRC gift card sales. Directly integrated with the TRC’s website content management system, the purchasing experience for gift cards was wholly owned and took place entirely within the restaurant group’s website.
The customized system also accommodated custom promotions during the 2014 holiday season. Alongside TRC’s holiday promotional campaign, our team created a mechanism to reward customers with a bonus card of variable amounts based on their total purchase amount. As a result, digital and email marketing campaigns generated in $160,000+ in traditional gift card sales in December 2014 alone.
Gift Card online shop.
Individual Gift Card pages.
Custom checkout process.