Local Public Eatery

Canada's restaurant royalty goes back to its roots.

Local Public Eatery Logo

Client

Local Public Eatery

Year

2019

Category

Food + Beverage

Background

If you live within 50 kilometres of any major Canadian city, you're likely already acquainted with one of Canada's most overlooked business success stories. In the early '80s, the father-son Fuller duo pioneered the 'premium casual' dining genre, which today accounts for some 25 restaurant chains operating across Canada and the US.

Earls and JOEY, the Fullers' more established chains, have been wildly successful, but you might not be as familiar with Local Public Eatery (Local). While its older siblings focus on consistency and culinary finesse, Local promises an "elevated pub" experience, where you're "only a stranger once." With Local, the JOEY Restaurant Group lives out the organization's original vision: dining experiences that reflect the ethos of the communities they serve.

Local was ready to step into the family's category-defining legacy and had their sights set on continued southward expansion into the US. To support these big dreams, they tasked Massive with crafting an online experience that could solidify and communicate Local's essence in a way that could scale along with the brand. For Massive, this project was also an opportunity to recoup some of the thousands of dollars we've spent at Local over the years.

Services

  • Copywriting
  • Creative Direction
  • development
  • Photography
  • Website Design
  • Wordpress
Visit Site
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Local Public Eatery Web Design


A foundation of human-centred research

In discovery interviews with leadership, we learned about Local’s past, present, and future. What makes Local tick? What is it that brings guests and staff together? The food, naturally, but also the opportunity to experience your neighbourhood with the people that make it so damn loveable. 

Throughout our research, one thing was evident: Local’s digital presence did not reflect its in-restaurant experience. Managing the website was difficult, and Local couldn’t keep up. The site’s social feeds weren’t integrating as intended, simple content changes required a third-party developer, and the site’s outdated technology wasn’t responsive. That’s where we stepped in.


Defining the moments that count

 

In today’s world of smartphones and connected devices, guests expect accurate, timely content and a flawless mobile experience. Checking a menu item, ordering delivery, finding a nearby location, and booking a table are all split-second decisions, often made on the go. On sidewalks, in cars, and in offices around our cities, there’s a “Z-MOT” (Zero Moment of Truth) when a future guest is either made or lost.

Local’s previous website was getting in the way of these critical moments. Now, thanks to a carefully planned and executed digital presence, prospective guests get the exact information they want, right when they want it.

 

Designing an exceptional user experience

 

Before a guest steps foot into a Local Public Eatery, they need to feel an affinity for the brand—a deeper connection to the restaurant and the promise of an experience that will resonate with their aspirational identity.

Creating this bond means achieving a delicate balance of evocative storytelling and practical functionality. A quick-loading, easy-to-navigate site fosters quick decision making. Location-specific menu items highlight corresponding photography on roll-over, allowing guests to preview their food before they order.

Local Public Eatery Web Design
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The future belongs to the bold

Visit five Local Public Eateries, and you’ll discover that no two are the same. Local Liberty Village features a vibrant outdoor patio, complete with a shuffleboard and tap ticker. Local Kitsilano is smack dab on the strip and enjoys stunning views of Kits Beach, while just 15 minutes away, Local Gastown is the home of the eatery’s test kitchen.

“It’s been a breeze navigating through and is going to make such a difference in the time spent on the site moving forward”, says Keiko Voss, Local’s Brand Manager.

By committing themselves to a digital experience that takes care of guests in the same way that Local’s servers do—anticipating needs to deliver exactly what you want, when you want it—Local is solidifying their place within the hearts and stomachs of foodies across North America.

The website launched in early 2020, and one thing is clear: with their proven leadership team and a knack for crafting exceptional experiences, you can expect Local will soon be anything but just local.

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