LEAP reveals a steakhouse’s
true digital flavor.
Texas Roadhouse has a great atmosphere, killer steaks and loyal base of die-hard fans. It also has a lot of competition. The herd of restaurants that crowd America’s steakhouse market can make it hard for any one restaurant to differentiate itself. But that’s exactly what Texas Roadhouse wanted to do. And they didn’t want to spend a fortune to do it. There would be no national TV buy. No full-page magazine spreads. They knew the only way to go was digital. That’s why they went with LEAP.
We sank our teeth into research and found some juicy morsels. After chewing through a detailed consumer and industry analysis, and a cows-worth of tender, juicy steak, we discovered two key insights that would guide our thinking on the brand.
- Digital Brand
- Content Strategy
- Search Strategy
- Enterprise CMS Implementation
- E-commerce Implementation
- Creative + UX
- Mobile website Design and Development
- Mobile and tablet app design and development
- Digital film
- Sweepstakes and digital campaigns
1. Texas Roadhouse Is the Real Deal.It’s authentic. Sure, it’s a chain. But its fans don’t love the chain, they love “their” Roadhouse. It’s the place Dad picks on Father’s Day. The place where kids can be loud, parents can relax, and the whole family can be themselves.
2. "Bubba" is pretty sophisticated. At least, when it comes to steak and technology.Texas Roadhouse fans are online and active in social media. They’re as loyal to their mobile devices as they are to their favorite restaurant.
"Because authenticity was so important, our job wasn’t to hype the Texas Roadhouse brand, but to reveal it." Dan Knapp, LEAP CEO,
The website was designed to customize the site to the
Texas Roadhouse atmosphere.Graphically, it played off physical elements of the restaurant decor— wood, steel and neon lights. We also allowed users to enter their favorite store, so they could see local events, photos and specials. That way, the website didn’t just feel like “a” Texas Roadhouse to users, it felt like “their” Texas Roadhouse.
An Enterprise CMS implemented by LEAPlets Texas Roadhouse Publish content & updates to their website, mobile site, and apps from a single system.
An online store lets fans bring a little "Roadhouse" to their house LEAP implemented an ecommerce platform for Texas Roadhouse to sell branded-merchandise like koozies, stuffed armadillos and steak sauce.
Texas Roadhouse is fun and hassle-free. We designed their mobile experience to be the same. The mobile site features a beautiful, user-friendly UX design that makes it easy for users to browse food and drink menus, locate stores, and connect with the Roadhouse community.
Roadhouse fans have a big "app"etite. So we gave them one. Well two, actually — one for the iPhone and one for Android. The apps keep users up on deals and specials through push notifications, and lets them use GPS to find nearby a restaurant.
We also took the Roadhouse experience from table to tablet. Recently, we created a new homepage interface that works just as well on a touch screen as a desktop. Specials, social posts, store events and a photos appear in boxes, which users can sort with a nav-like menu. The experience is fun, intuitive and easy to use. (Even for the stubbiest of fingers.)
"We challenge LEAP to push our creative boundaries and are pleased time and time again with the awesome ideas they present."
Dave Dodson, Communications Director, Texas Roadhouse
The secret to keeping parents happy is keeping kids occupied. So we created The Peanut Gallery, a carnival-like first-person shooter game, where kids score points by pinging peanut buckets and other Roadhouse-branded items.
LEAP has made Texas Roadhouse a whole lot easier to find.
We developed an on-going search strategy that led to a dramatic increase in SEO SERP visibility. In the first year. Texas Roadhouse more than doubled their listings in the top 20 (2 pages) of Google.
Then we brought Texas Roadhouse’s web presence to the local level. Website, mobile and social modifications zeroed in on a user’s location and favorite restaurant, and tailored content to that specific store.
SEO efforts have now resulted in over 3,400 listings in the top 20 positions in Google, including very competitive terms like “steak restaurant” and “hand cut steaks.”
- Gold - Mobile App: Business
- Gold - Websites: Consumer Products/Services
- Silver - iPad App: Business
2013 Web Awards
- Best Restaurant Website
- Advertising Standard of Excellence
- Food Industry Standard of Excllence
- Restaurant Standard of Excellence
- 2012 Silver Award of Distinction: Marketing
- 2012 Silver Award of Distinction: Restaurant