Herb & Wood

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.

The ask

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.

The result

Overall

37%

Increase in overall business

35%

Increase in event bookings

Reservations

6X

Average increase across all platforms

+32,000

New followers, up from only 5,120

130%

Increase in engagement across all platforms

145%

Increase in number of posts

220%

Increase in number of likes, comments, and shares

1.5M

Actual unique impressions on social media in the last year

Database

15,000

Number of contacts in Herb & Wood’s conglomerate database.

Email Campaigns

23.6%

Average open rate (Industry average is 15%)

5.8%

Average click rate (Industry average is .9%)

19,100

Click-throughs

180

Event leads generated

15,000

New reservations made

Leads

68%

Increase from new website

20-30

Leads generated daily

3,200