Digital
The Challenge
Zippy’s is an island tradition that both creates and renews memories. Its parent company, FCH Enterprises, wanted to take big steps to rejuvenate the brand and make it even more relevant to today’s consumers; then COVID-19 sent the restaurant business into a crisis situation. Anthology had just launched the new Zippy’s website to rave reviews, but needed to help revamp the site to allow customers to not only order online, but to also determine their delivery online. Enhancements that were supposed to be years down the road suddenly needed to be launched in the near future. The objectives before the pandemic hit were to improve the Zippy’s website on more platforms and devices, including the mobile user experience; introduce online ordering; focus on the branding which would be rolled out in the store décor, menus, and advertising; and improve the user experience to allow people to easily find the information they need. After the pandemic, the objectives shifted to include depending on the website and mobile app for operational support; finding ways to use technology to get people the food they love; and using the web and mobile app as a primary way to communicate with restaurant patrons.
The Solution
When the pandemic hit, it greatly changed the business model for restaurants across the islands. Zippy’s leveraged its website and mobile app to provide clear, timely communications to patrons, but also relied on the website for much of their operations support. The site was used to promote and sell everything from flour to branded Zippy’s facemasks. Before the pandemic, the team built the site in a WordPress environment that allowed for easy updating, leveraged responsive web techniques by designing and developing for multiple devices simultaneously, optimized the site with website accessibility and data privacy guidelines in mind, integrated the online ordering platform, developed a visual style that reflects the new brand, and created an analytics strategy to track and measure performance across multiple website entities. Once the pandemic hit, the team also integrated additional APIs to support an enhanced curbside pickup and dine-in waitlists, used the site to expand sales of nontraditional items during the pandemic, and communicated with consumers.
