Guzman y Gomez, Mexican Taqueria

[Gruden]

Background

Guzman y Gomez (GyG) is a fast growing franchise of Mexican food outlets that focuses on its core values of “Passion, Remarkable and Authentic”.

Starting in 2006 from humble beginnings in Newtown, NSW, by the time they came to Gruden they had grown to 8 stores and were urgently in need of a major website upgrade.

The previous site was based around Flash which limited the ability to add features and updates, and to engage with the site from mobile devices.

A new look and feel to the site was required along with a comprehensive online ordering mechanism, social links and the flexibility to add videos, competitions, new menu items, charity initiatives, loyalty programs and mobile applications. In short GyG needed a simple looking and easy to use site both for the user and the administrators that was capable of growing in parallel with its rapidly growing franchise.

Of primary importance was to provide for the sale of its product online but also very important to the proprietors was to provide information on store locations and openings, promote Mexican Food and Latin culture and gain some insight into GyGs people and passion.

Response

After an initial scoping phase in which representatives from GyG and Gruden met to create user profiles and discuss ideas and functionality of the site it was decided to implement WordPress as a CMS as it allowed for plug-ins and additions to the site as requirements grew.

Conversely to this it was decided to minimise the use of Flash so as to avoid incompatibility issues with mobile and tablet devices.

Gruden then designed 5 base templates and content styles aimed at keeping the functionality simple, effective and easy to use.

From the creative side GyG supplied us with logos and artwork which we used as a starting guide to the overall look and feel of the site.

Contemporary. Clean. Urban. Street. Bold. Punchy. Colourful. Healthy. Mexican. Latin. Friendly. Happy. Social and Authentic. Just a few of the words used to convey the imagery of the site, and a slightly “off kilter” effect was devised to give the site a “hand crafted” look reflecting the values the owners saw in the preparation and presentation of their food.

Results

Online sales have risen considerably; at busy times some stores have struggled to keep up with in store and online demand.

GyG administrators love that they are able to regularly cycle promos through the home page, post videos and receive visible, live social content and comments via twitter and other social channels.

The ordering and menu navigation is greatly improved for the user and the store location maps are clear, concise and easy to access.

The site upon first opening appears vibrant, full of fun, busy, healthy and happy; achieving everything the client had in mind.

Next Steps

The site refresh is just the first step. With a platform established, we’re working on extending the online ordering capability and moving into the mobile space. Keep an eye out!

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