4 Million

UNIQUE VISITORS

$89K

REVENUE

1.7K

ORDERS

Moes Orginal BBQ invites guests to drink and dine in a timeless, social setting. The brand comes to life through the legacy of Moses Day a legend of Alabama BBQ. Photography is dark and relaxed, showing the curious side in us all, and like the copywriting, never taking itself too seriously. Ingredient art direction captures a raw stripped-back approach to cooking. Moes BBQ is an invitation to a simpler time. To imagine what is possible when we champion time spent with friends over everything else. A place for everyone both in person and online.

 

Competitor Analysis

To better understand the environment that Moes exists we studied the Gartner Digital IQ Index of Fast Food to better understand how the modern consumer interacts with food brands

 

Understanding the User

Pain Points

  • Inconsistency: Dislikes when food quality varies between visits

  • Atmosphere: Finds overly touristy or gimmicky spots off-putting

  • Wait Times: Gets frustrated by long lines without a reservation system

Motivations

  • Experience: Enjoys sharing a great BBQ meal with friends or discovering new spots on his own

  • Exploration: Always on the hunt for the “hidden gem” in a city’s food scene

  • Connection: Appreciates when restaurants showcase local heritage through their BBQ offerings

Quote:

"The best BBQ places don’t just serve great food; they tell a story with every bite."

Website Goals

  • Mobile Optimization: Ensure the website is mobile-friendly for on-the-go exploration.

  • Fast Load Times: Prioritize speed, especially for high-resolution images and ordering features.

  • Easy Navigation: Use intuitive navigation so Jake can quickly find menus, locations, and online ordering without digging through pages.

 

Building off Moes BBQ rich heritage, Creative Trajectory evolved the revered BBQ franchise with an updated visual identity, a new brand direction, a clear tone of voice, and authentic art direction.

 
 

Branding

Moes falls into the Quick-Service and Fast Casual Restaurant category, but it’s food is anything but Quick smoking starts at 6 am every morning for an authentic BBQ experience. In our process, every asset and interaction must support the story and enhance the overall experience. We used the textures and palettes from the food to enhance the online experience and brand story.

 

We optimized the mobile site with an improved scaling experience and all the information users would need to know to get their BBQ fix.

We started by looking at site analytics and user behavior. Our insights from these analytics informed our approach to the user experience, starting with the homepage. We made sure the guest was directed to the restaurant page closest to them at the time of using the site. We redesigned the landing page to provide all the pertinent information as simply and efficiently as possible.