Jinjuu came to us because their existing content management system didn't allow them to make changes or edits to pages easily or efficiently. This was hampering their marketing efforts and causing problems when running campaigns.
They were also keen to move to a new platform to improve organic SEO, social sharing and the mobile responsiveness of the site – as well as improving their overall look and feel.
Our pitch to Jinjuu put forward WordPress as an effective solution to their needs, and one that would allow us to build a new brand experience. Our knowledge in the restaurant and hospitality sectors is extensive; over the past ten years we have delivered new platforms for Carluccios, Yo! Sushi, Whitbread, and Wetherspoons, so we know our TopTable from our OpenTable.
Pivotal to the restaurant digital experience is the food – and with Jinjuu being the premier Korean restaurant brand in the UK, we weren’t short of stunning imagery and fantastic videos showing the delights of the à la carte menus. We decided to use strong header images for each page, and to fade in food images as the user scrolled.
Menu pages use photos of Korean dishes to denote the different categories and the About page provides detailed information on the key staff in the restaurant – celebrity chef Judy Joo, and executive chef Andrew Hales.
For bookings, we integrated with OpenTable, and to add the social touch, we included both Instagram updates for each restaurant as well as real reviews and testimonials from diners that have enjoyed the experience.
Finally, we needed to cater for multiple restaurants; with three locations, Jinjuu needed the ability to treat each restaurant as a separate section of the site, with its own navigation, pages and content. We managed this through the use of global settings and local content. It means that each restaurant can use the same templates, but offer different menus or contact details.
As part of the platform switch, we also moved it so that it was hosted in London (closer to the core audience) and on the scalable infrastructure at WPEngine. Four weeks after launch, we were glad we’d made the change, when an episode of Celebrity Masterchef, filmed at Jinjuu Mayfair, sent visits to the site through the roof and increased bookings tenfold. The platform coped without even a wobble.
We loved the experience of building the new Jinjuu site, but perhaps we love the food more! Please do go and sample the Korean Chicken – it is amazing!