MAjor food group

Major Food Group is widely regarded as one of the most innovative and creative companies in the world, as highlighted by GQ Magazine. The company owns and operates a diverse array of highly popular and acclaimed brands, including CARBONE, TORRISI, THE GRILL, THE POOL, THE LOBSTER CLUB, ZZ’S MEMBERS CLUB, SADELLE’S, CONTESSA, DIRTY FRENCH, DIRTY FRENCH STEAKHOUSE, and PARM, boasting an impressive portfolio of over 50 properties globally. By continually evolving the company’s digital stack and strategically cross-pollinating insights and messaging among their various brands, Major Food Group has achieved significant and measurable gains in its overall performance and market presence.

 

BACKGROUND
When I joined MFG, the company’s digital stack was virtually non-existent, with several of the branded websites still utilizing outdated HTML technology. I embarked on a significant journey aimed at updating the technological platforms, redesigning and elevating the aesthetics, and fully integrating with the existing database for more efficient customer management.

MY ROLE
I sought to build the company’s comprehensive digital ecosystem through a multi-pronged approach:

  1. Built the Major Food Group website, strategically positioning the company as a true hospitality powerhouse, while celebrating its numerous accolades and effectively communicating the depth and breadth of its work in the competitive industry. It is worth noting that although the previous site was built in more recent times, my predecessor chose to leverage an antiquated technology that was not scaleable, which necessitated this new approach.

  2. Developed a new website for ZZ’s Club to not only showcase the original ZZ’s Club in Miami but also to highlight the impressive new 25,000 sq ft club currently being constructed in Hudson Yards. The simplicity of the site design was essential, given the lack of available assets and high-quality photography. Therefore, a unique texture was embraced as the aesthetic connective tissue, which effectively tied the properties together.

  3. Launched a private portal and app designed specifically for the members of ZZ’s Club. Continuing with the guest journey, once an individual was approved for membership, they were ushered into a new (private) experience tailored precisely to their needs and interests, offering an extensive array of personalized amenities and services.

 

4. Rebuilt the Carbone, Carbone Vino, and The Lobster Club websites. All three of these digital experiences were built on the same antiquated platform previously noted, which is HTML. Given leadership’s clear affinity for and deep attachment to the vintage aesthetics associated with these brands, the integrity of the website designs was maintained across all three sites. However, to better meet modern standards, the technology was significantly upgraded, with the sites being rebuilt in WordPress, allowing for greater flexibility and scalability in the long run.

5. Created an engaging website for Chateau ZZ’s. Operating as a public restaurant, the upper floor operates as an exclusive experience set aside for members of the ZZ’s Club. Therefore, the two sites were linked and tracked accordingly, with data reinforcing the seasonality of this important membership amenity. Like many other digital projects, there were minimal visuals available prior the launch of this site, with most of imagery being added after the grand opening.