Sonny’s BBQ
On the heels of a complete storefront and brand redesign, Florida-based restaurant chain Sonny’s BBQ sought to expand its national footprint by recruiting new franchisees who have a real passion for pit-smoked dinner selections. Taproot came on board to redesign Sonny’s franchising website—one of its main tools for communicating with and recruiting prospective franchisees.
•Overview
Capturing the attention of potential franchisees through a unified, branded experience.
The franchise website needed improvements to its overall UX to address prospects’ questions and better assist them with the franchising process.
The redesign also needed to integrate Sonny’s new brand elements and story to spark interest in ownership opportunities, supporting new lead generation and franchise sales.
Challenges
Lack of clear direction | Not quite on brand
•Challenges
Lack of clear direction
The old Sonny’s franchise website included a significant amount of information about the restaurant, but there were gaps in how it addressed prospective franchisees. It failed to make a compelling case for the unique benefits of Sonny’s franchise ownership and it lacked an engaging design that would have otherwise helped motivate visitors to want to take the next step into a business partnership.
Not quite on brand
Despite the introduction of a new Sonny’s BBQ brand, the franchise website design had been only partially updated, and didn’t fully integrate key elements of the brand refresh. There wasn’t a strong emphasis on Sonny’s activities in the communities they serve, and there were other missed opportunities to weave the brand’s foundational story into the site. The site’s branding would be a crucial part of attracting franchisees whose motivation sometimes need a bit more fire under them than ROI numbers alone.
Solutions
A clear path | Nailing the brand
•Solutions
A clear path
The redesigned website directly addresses prospective franchisees and their interests, providing a detailed overview of the benefits and process of becoming a Sonny’s BBQ franchisee. It simplifies the path to franchise ownership by clearly delineating every required step, from the initial inquiry to the grand opening. Now, it’s easier for prospective franchisees to understand and engage with the process, encouraging further growth and expansion of Sonny’s restaurants and profitability.
Nailing the brand
The new site incorporates the refreshed Sonny’s BBQ brand, highlighting the chain’s community involvement, origins and special initiatives like ‘Q the Kindness and Random Acts of BBQ. With a strong emphasis on what makes Sonny’s different, the site appeals to prospective franchisees who have an interest in helping grow Sonny’s distinct community and culture.
Results
Branded | Welcoming | Informative
•Results
Refreshed digital representation of a brand that does more than just make great barbeque.
The redesigned Sonny’s BBQ franchise site is well-aligned with the brand’s core values and strategic goals.
Taproot designed an uncomplicated overview of the franchising process and deftly included features that showcase that Sonny’s does more than just make great barbeque.
The site is a welcoming, informative first stop on the path to franchise ownership, clearly conveying the benefits and responsibilities of operating a Sonny’s restaurant.