Herb & Wood is an artfully curated dining project from restaurateur duo Brian Malarkey and Chris Puffer. The Little Italy restaurant is known for wood fire cookery, focusing on basic rustic preparations with an elegant presentation. The experience seeps an industrial loft-patio space atmosphere.
- User Experience
- Web Design
- Web Development
- Search Engine Optimization
- ADA Compliance
- Email Marketing
- Social Media
The Puffer Malarkey Collective turned to Innovum for nearly all of their digital product, marketing, and design needs in this project for Herb & Wood. We sought to increase online table reservations and event space bookings via a complete marketing strategy and website analytics.
How We Did It
We created a website with an immersive design that allowed users to experience as much of the restaurant as they could from their screen. By using real textures from the restaurant interior as digital design elements and selecting photographs that encapsulate the restaurant's ambiance, we hooked viewers. We then made getting information, reserving a table, and booking event space easy and intriguing.
By making the necessary adjustments for compliance with the Americans with Disabilities Act, Innovum made the Herb & Wood site accessible from anywhere and to almost anyone. Optimized images and a clean code make way for ultimate site performance, and tools like Google PageSpeed, Hotjar, and Google Analytics provide feedback that aids the iteration of our design based on user interaction.
Innovum collaborated with Herb & Wood’s marketing and events director to ideate a digital marketing scheme, including an email campaign with captivating imagery of the cuisine. The email campaign served primarily to promote special events happening at the restaurant and convert diners into loyal customers. The social media graphics followed suit.
Increase in overall business
Increase in event bookings
By installing an OpenTable reservation widget, Innovum tracked over 16,000 clicks funneling new reservations in. This component increased table reservations and decreased the monthly OpenTable cost.
Average increase across all platforms
New followers, up from only 5,120
Increase in engagement across all platforms
Increase in number of posts
Increase in number of likes, comments, and shares
Actual unique impressions on social media in the last year
Number of contacts in Herb & Wood’s conglomerate database.
Average open rate
(Industry average is 15%)
Average click rate
(Industry average is .9%)
Event leads generated
New reservations made
Increase from new website
Leads generated daily
Leads generated just through social media campaigns