Background
Smashburger, a renowned fast-casual burger chain, asked me to help revolutionizing their digital presence. At the time I was leading Digital for Jollibee North America. After the success I had with Jollibee, our parent company asked me to switch to the Shared Services team to oversee eCommerce for all North America Brands (Jollibee, Smashburger and eventually Coffee Bean & Tea Leaf). Smashburger needed a website that not only captured the essence of their brand but also enhanced user experience, streamlined online ordering, and boosted customer engagement.
Previous Setup
At the time, Smashburger had a basic WordPress marketing website that they linked out to a white label (templated) Olo ordering website.
Although this solution was functional, it was not ideal due to a lack of cohesive branding, a disjointed user experience and a less than ideal SEO setup.
Solution
I hired Golden Communications to help me redesign and rebuild the Smashburger website with specific requirements to meet Smashburger’s business needs:
- Mobile First Design
- Custom business layer connecting all eCommerce systems via API
- eCommerce Platform
- Loyalty Platform
- Location Data Management
- Complete CMS control
- Ability to create new landing pages with no developer support
- Optimized for SEO and page load speed
- Performance tuned to scale with the business
GoldenComm knocked it out of the park with a custom website that met the business needs and continues to evolve with the brand.
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