project overview

Amazing Burgers and Brews - what casual dining chain, Red Robin, is known for. The chain, headquartered in Colorado, operates over 450 corporate-owned locations and an additional 100 franchisee establishments throughout the U.S. The brand had previously encountered difficulties with a creative solutions partner that fell short in achieving their goals with their loyalty strategy. Seeking a fresh start and a reliable partner, Red Robin turned to XXI. My challenge, as Creative Director on the account, was to not only craft an enhanced digital consumer experience, but also to work with my team to devise a comprehensive strategy to transform and advance Red Robin's digital commerce and rewards initiatives.

THE mission

Red Robin needed a best-in-class experience for their customers and an integrated, commerce-forward experience that would drive increased conversion while keeping brand messaging strong and consistent. With these parameters in mind, my team and I set to work on research informed UX flows for the order-ahead website along with native iOS and Android mobile apps. These would need to integrate with Punchh, Twilio, Olo and other commerce flow-centric technologies. The other task was redesigning the marketing site which moved from Contentful to Drupal. This was to result in an experience where customers can access redrobin.com/order directly from the brand website instead of opening a white label site in a new tab.

THE OUTCOME

My team and I successfully designed a solution resulting in the seamless integration of Red Robin's order-ahead site with their marketing site. This not only enhanced the user experience but also eliminated the confusion caused by disjointed URLs. Additionally, it allowed Red Robin to craft more personalized experiences for its customers. We also introduced mobile apps to the market - critical for any chain restaurant.

marketing website

Bold delicious food imagery and high-impact type treatments characterize the new marketing website, keeping a strong emphasis on the established Red Robin brand voice and messaging.

ordering experience

A completely reimagined ordering experience has succeeded in achieving RR's mission of implementing a commerce-transforming ordering flow featuring an immersive rewards program and loyalty strategy.

...oh there are so many more ordering experience screens. Interested in seeing them? 
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the results

‍Launched → 1 Responsive marketing website

‍Launched → 1 Responsive ordering website

‍Launched → 2 Native mobile apps Download the Red Robin iOS App & Download the Red Robin Android App

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