MAjor food group
Major Food Group is considered one of the most creative companies in the world (per GQ Magazine). The company owns and operates brands such as CARBONE, TORRISI, THE GRILL, THE POOL, THE LOBSTER CLUB, ZZ’S MEMBERS CLUB, SADELLE’S, CONTESSA, DIRTY FRENCH, DIRTY FRENCH STEAKHOUSE, and PARM; 50+ properties globally. Evolving the company’s digital stack, cross pollinating insights and messaging among brands resulted in significant gains.
BACKGROUND
When I joined MFG, the company’s digital stack was non-existent, with several of the branded websites still utilizing HTML. I embarked on a journey to update the technological platforms, redesign and elevate the aesthetics, and integrate with the database for customer management,.
MY ROLE
I sought to build the company’s digital ecosystem via a multi-pronged approach:
1. Built the Major Food Group website, positioning the company as a hospitality powerhouse, celebrating its accolades and communicating its depth and breadth of work in the industry. Note the old site was not only built in HTML, but also was not scalable.
2. Developed a new website for ZZ’s Club to not only showcase the original ZZ’s Club in Miami, but also the 25,000 sq ft club being built in Hudson Yards. The simplicity of the site design was necessary given we did not have assets or photography to utilize. Therefore a texture was embraced as the connective tissue to tie the properties together.
3. Launched a private portal and app for the members of ZZ’s Club. Once membership was accepted, members were ushered into a new experience tailored for their needs and interests.
4. Rebuilt the Carbone, Carbone Vino and The Lobster Club websites. All three of these digital experiences were built in an antiquated platform; HTML. Given leadership’s affinity for and attachment to the vintage aesthetics, the integrity of the design was maintained, however the technology was rebuilt in Wordpress for flexibility and scalability.
5. Created a website for Chateau ZZ’s, a New Mexican restaurant by Major Food Group. Like many other digital projects there were minimal visuals to utilize for this website development project, however given this is a new property it was built in Wordpress.