Taco Bill is an Australian owned and operated Mexican restaurant group. The restaurants were the first in Australia to introduce tacos and margaritas to the Australian restaurant industry. While they continue to offer original and good old Mexican food, the brand has become lost in a crowded restaurant market and its online and offline presence has become fragmented.
Taco Bill is looking to refresh their website to align its digital presence with the grassroots brand expressed through its logo and restaurant experience. The intention is to refresh its digital presence in a saturated restaurant market. In turn, engaging the restaurant's loyal following and new customers, to the authentic and social Mexican cuisine that Taco Bill built its reputation on.
Ultimately, the Taco Bill website will tie in the brand values and traditional roots, to enable customers to book their table and order take away food.
Refresh digital presence
Re-position Taco Bill as premium and casual
Increase brand awareness to reinvigorated digital brand
Encourage customer bookings
Encourage people to enquire about franchise opportunities
The digital presence reflects the rich history of the Taco Bill brand, whilst engaging customers with the nature of sharing food and energetic Mexican colour. We used connecting, honest, relaxed imagery to reflect groups of people sharing an experience, or taking pride in running a business together. By doing this we also aligned the brand’s digital presence with the originality, comfort and energy of the restaurants (allowing an opportunity to reinvigorate the brand as a whole) and present information about the brand’s grassroots for the audience to connect with.
In order to keep Taco Bill’s website ahead of the competition, we also implemented certain tactics such as:
- Categorising information to engage customer with core needs and creating efficient navigation
- Ensuring there is a user flow to encourage movement through the sales funnel to a conversion
- Ensuring that each page has a call to action to a micro or macro conversion
- Simplify contact form for optimum usability and conversion
- All elements optimised for fast page load which improves SEO
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