Taco Mac
Well-established as a sports bar mainstay in the city of Atlanta, Taco Mac has been on an upward trajectory since its founding. As a full service restaurant, there were multiple focal points for a digital transformation that grew beyond the typical online ordering focus. Through our collaborative, hospitable approach, we were able to fix a clunky digital experience and build upon it with new features that elated guests and loyal fans.
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TL;DR
Taco Mac has a large, unwieldy beer menu that was difficult to navigate
Didn’t have a book of brand standards to follow and build from
Food menu is not mobile friendly, making it difficult to view and find items to order
Confusing location finder lead to drop-offs in the guest journey
Too many clicks to start an online order prevented blockage and impeded on realizing maximum throughput
Their responsiveness and tenacity really stand out. Everything they do has a great level of quality to it and they make sure they get to know the client and the brand. They really deliver great work. Project management is one of their strengths. They break everything out in terms of key milestones and deliverables and everything is very organized. They’ve met every deadline that they committed to.
Digital Experience Strategy
In order to build from a solid foundation, two things had to happen with Taco Mac. First, a clear set of brand standards to be followed and built upon had to be documented and made accessible. Second, a full understanding of the multiple third party technologies had to be established.
What we knew was the goals of achieving more order counts and increasing check averages were top of the list, but in order to realize those goals, more foundational experiential moments had to be streamlined. Through an extensive audit of the current systems, we identified critical areas of improvement that would have immediate impact on key metrics.
Information Architecture & UX
When we inherited the website, we noticed a number of challenges that needed to be addressed. Basic stability of the site’s platforms and integrations had to be reinforced in order to provide a stronger foundation upon which the brand could build and grow.
While rebuilding the foundations, we also tackled a large beer menu that was rather difficult to navigate. Through strong information architecture organization and user experience design we found a better approach to displaying this key information.
Furthermore, it was essential that the site showcased the key elements that made Taco Mac so unique. One such element is the vast beer offering and integration with the brand’s app, Brewniversity. A custom-built feed of active beers was planned and designed to have a constant stream of real time data displayed on the homepage of the updated site.
Results
Over the course of the relationship, we helped Taco Mac realize a stronger, more reliable digital experience that accentuated its points of differentiation. By putting the vast beer list front and center in unique ways, we were able to drive home the notion that Taco Mac has fresh beer that’s always on tap. Combined with doing a better job of highlighting the menu, and streamlining the location finding experience, the brand realized incremental returns year over year.
Today, Taco Mac and its Brewniversity brand continue to benefit from the strong foundations we built during the partnership.
