The Roy Rogers family of restaurants are well-known for their original roast beef sandwiches, burgers, and chicken, Their "fast casual" environment offers tasty food and great service. For their 50th anniversary, Roy Rogers wanted to update their website to a more modern, user-friendly site for customers and franchisees alike.
The web development process included an intensive "discovery" phase, which is essentially a deep-dive into all things Roy Rogers. Our team performed an audit of their current site and content to determine where improvements could be made. Audience analysis, user story creation, proposed menu structure, and wireframes helped determine the direction before development began.
With a new design concept in mind, HighRock took to creating textures, brand attributes and fonts that were new to Roy Rogers but still in line with their overall marketing efforts. The general idea was to create a unique feel while still embracing western influences.
One of the most important considerations during this project was how the website would function on mobile devices. With a robust menu, our team considered all options to ensure a top-notch mobile experience, including the interactive location map.
With "Menu" being the most visited page on the Roy Rogers website, our team focused on functionality for user experience and adapted the other pages accordingly. The menus include large photos and the ability to toggle between a description on the menu item and the nutritional information.
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