El Cholo Restaurant
El Cholo is an authentic, family-owned restaurant that began in 1922, when Alejandro Borquez decided that the world had to taste his wife’s magical cooking. Nearly one hundred years and six restaurant locations later, El Cholo has made a name for itself as one of the best places to find delicious traditional Mexican dishes thanks to recipes that have been passed down for over five generations.
And while the restaurant is rooted in a beautiful history, the restaurant’s marketing directors decided that they would have to revise their marketing approach in order to reach as many customers as possible. Concerned that their unique, old-world flavors would go untasted if they did not revamp their website to include a more user-friendly design, Brendon Salisbury, the grandson of current owner Ron Salisbury, contacted I Imagine to showcase El Cholo’s unique history and delicious dishes on a modern, intuitive website.
I Imagine’s redesign focused on answering three simple, yet crucial questions for consumers: what am I going to eat; will it be good; and how can I get to it. Thus, quickly answering these questions on El Cholo’s website would be essential to furthering the company’s success. With this in mind, I Imagine and the marketing directors at El Cholo worked to:
- Showcase the most important restaurant factors: the menu and their story.
- Streamline the website’s user experience to increase views and clicks.
- Transition their brand identity to an online platform while remaining true to the company’s roots.
Noting the importance of making reservations quickly, the I Imagine team included a restaurant location filtering system and system that enables the website to keep a memory of previous reservations. Now, customers can quickly make reservations at the location of their choice.
The new El Cholo website puts customers and food first, placing the restaurant menu front and center on the restaurant’s homepage. Additionally, the I Imagine team streamlined reservation making to simplify the process for customers.
The new site includes a restaurant location filtering system, as well as a memory of customers’ previous reservations. Now, customers can quickly make reservations at the location of their choice.
To solidify El Cholo’s authenticity and to add life and color to the restaurant’s historical narrative, I Imagine added a captivating photo gallery. Images of the Spanish-influenced interior, traditional dishes and chefs in action captured El Cholo’s authenticity beautifully.