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Rare Hospitality Website

Company Overview:

RARE is a growth company that operates three distinct concepts. As of year-end 2003, RARE owns and operates 190 LongHorn Steakhouses, which is their primary growth vehicle, principally in the Southeastern and Midwestern U.S. They also own and operate 17 The Capital Grille restaurants in major metropolitan areas across the country and 25 Bugaboo Creek restaurants, primarily in the Northeast.

Challenges:

The current website was outdated and did not a good job at promoting the three restaurant concepts, LongHorn Steakhouse, The Capital Grille and Bugaboo Creek Steak House.
The information architecture of the current site was convoluted, making it difficult for users to locate information at the touch of a click.
Prospective employees were not able to easily find the information they needed to contact RARE Hospitality or any of the restaurant concepts for career opportunities.
Investors could not easily find press releases, learn about each restaurant concept and research financial information.

Implications:

Low quality perception.
Negative perception in marketplace.

Solutions:

Definition 6 designed a new website with home page animation showcasing food imagery and exterior photos from each of the three restaurant concepts.
The look and feel of the new site was updated to be more cutting-edge and easier to navigate through for the end user.
Each of the three restaurant concepts was given more brand presence of the website thus creating a heightened sense of awareness for consumers and investors.

Technologies Used:

VS 2005
SOA
SQL 2005
Commerce Server 2006

Results:

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