Independent digital agency, Ridgeway, was selected by YO! to take on the prestigious task of crafting and delivering the rebuild of the Japanese street food and sushi chain’s UK and US websites following a competitive pitch process.
Ridgeway has transformed YO!’s rich offline offering into a compelling online experience for customers to position the brand’s dishes and ingredients as the heroes of the websites.
The websites highlight the restaurant’s food provenance, as well as showcasing the quality and variety of the menu. Smooth functionality has been integrated for exploring menu listings, finding restaurants, and ordering takeaway dishes.
One of the most innovative features of the new site is the ‘share via Whatsapp’ functionality. Leading the way for its competitors, YO! has put the customer base at the heart by giving them the ability to effortlessly share dishes and food content with their friends. This is a tangible example of the innovative thinking that YO! has demonstrated since its inception.
Celebrating its 20th birthday last year, YO! has 90 restaurants in the UK and internationally. The website marks part of YO!’s strategy to increase the brand’s online visibility in the restaurant space, and to empower customers to access information about dishes and ingredients, restaurants, and delivery options – all through an engaging user journey.
“Ridgeway’s approach starts with an intense and collaborative workshop process to uncover the specific needs and outcomes. The process covered strategy, user experience, design, website performance, and delivery. All of this work came with the aim of optimising the customer experience,” according to YO! Sushi’s Digital Marketing Manager, Hoiyan Hoang.
The new website showcases our Exec Chef’s innovative new menu, inspired by Japanese street food, through exciting design, storytelling, and engaging content. The site is built on the Kentico CMS platform and will feature restaurant booking functionality, as well as integration with Deliveroo.
“Ridgeway was our agency of choice. Their thinking, conceptual work, and ideas that put our customers first made them stand out from the crowd,” Hoang says.
YO! selected Ridgeway as it valued the agency’s expertise and leadership position as a top Kentico Gold Partner and its design-led delivery cycle. The brand also recognised the agency’s work with a number of leading brands including The De Beers Group, Twinings, and HMV.
“YO! is a fantastic brand, and one that’s a real privilege for us to be working with. We’re excited to deliver great results and look forward to building a long-term partnership with the team.”
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