MARKETING
Designing a digital content hub for the restaurant industry
MMK Marketing
Restaurants Canada, the voice of foodservice, is the largest membership organization of its kind in Canada, and the only national association that serves the unique needs of the foodservice industry.
MMK Marketing was approached to prepare a proposal for a reimagined Restaurants Canada website. We were brought on as the project’s Digital Lead for strategy and to execute design.
Rebuilding its digital experience was critical for Restaurants Canada to grow as an organization. A new website would establish credibility and unlock more value for current members, as well as attract new memberships.
MMK Marketing
This was a significant project for Restaurants Canada, and required on-going education and counsel with all stakeholders. Securing buy-in on a workback schedule including weekly status updates, and developing presentation materials were all critical to project success.
MMK undertook the important work of UX research, persona development, wireframing and usability testing. Alongside this work, we audited and reorganized the information architecture —respecting legacy content, while providing a new, more intuitive way to navigate the site. We recommended new usability features, created a detailed sitemap, consulted on content strategy, and improved URL mapping for search engine optimization (SEO).
We created high-fidelity screens and designed an icon set to filter content by province. Our dev work included migrating to a new platform, and building a custom Wordpress site with e-commerce and HubSpot integrations.
Stephanie and her team are what many agencies claim to be but fail to deliver. Thoughtful, thorough and professional, they were instrumental in the success of relaunching restaurantscanada.org. From overhauling the backend and architecture to designing a UI/UX that spoke to our key audiences, I couldn’t have asked for a better partner for our project.
Shiori Mine
Inbound Marketing & Project Lead,
Restaurants Canada
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