88 RESTAURANT GROUP

Midwest | USA

A forward-moving solution and a unique, “smart” method of connecting with customers keeps this award-winning restaurant group fresh and exciting as it rapidly expands to new locations and cuisines.
RECOGNITION: Davey Awards, MARCOM

A Brand’s Message vs. Relevance

Brand messaging isn’t enough anymore. The 88 Restaurant Group, which now boasts several locations, retail product lines, and three distinguished sister establishments in addition to their hit HIRO 88 restaurants, knew this fact firsthand when they partnered with TENSHI during their very first expansion in the recession aftermath of 2009. What is more important now is a brand’s relevance, defined by its customers’ physical, emotional and social experiences with the brand.
This was our goal: to build and maintain the brand’s momentum with an identity that was flexible, adaptable and friendly; to create new immersive experiences that seamlessly transition from digital to the physical and timeless restaurant-going experience; and to forge lasting emotional connections with restaurant goers.

Strategic Brand Model

Creating a restaurant experience worth repeating requires a strategic model. Everything from the architecture and signage to the smallest point-of-sale piece to menu and dish presentation was mapped to guide customers through the restaurant experience and to establish new ways of connecting with them.

Strategic Brand Model

Creating a restaurant experience worth repeating requires a strategic model. Everything from the architecture and signage to the smallest point-of-sale piece to menu and dish presentation was mapped to guide customers through the restaurant experience and to establish new ways of connecting with them.
Part of the model was an overarching brand, the elements of which were cohesive from location to location, with flexibility that allowed for location-specific nuances that pay tribute to the neighborhood and local consumer demographic. One location, set in the blossoming Old Market loft district, has a distinctly cool vibe that suits the trendy locale, while the flagship west location attracts a more casual diner. All other locations serve as their own blend of the HIRO 88 brand, drawing elements from their surrounding areas.

The Immersive Experience

HIRO 88’s digital presence across all media was built on the same strategic model as the overall brand. Its purpose: to be a sales tool and a resource for customers, giving them the information required to make a purchase decision. With aerial visuals, first-person perspectives, an ultra-simplified UI, elegant effects sitewide that adjust to mobile device limitations, and guided interactivity, hiro88.com draws users into an immersive experience that simulates the unique HIRO 88 dining experience.

An Industry First

Central to the efficacy of the site as a sales tool is the Menu Concierge. Based on customer responses, this industry-first software application suggests menu items, combinations and wine pairings, thereby eliminating the user’s need to scroll through long menu lists.
The Concierge conveniently sends the suggestions to customers’ smart devices for easy in-restaurant ordering.

An Industry First

Central to the efficacy of the site as a sales tool is the Menu Concierge. Based on customer responses, this industry-first software application suggests menu items, combinations and wine pairings, thereby eliminating the user’s need to scroll through long menu lists.
The Concierge conveniently sends the suggestions to customers’ smart devices for easy in-restaurant ordering.
At the height of the “smart” revolution, this solution targets diners on the go and serves as an entirely new method of individualized brand engagement.

Recognition

Davey Awards Silver – The Immersive hiro88.com
Marketing Communication (MARCOM) Platinum – The Immersive Experience
Various Recognitions for Digital Marketing & Interactive Campaigns
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