68. RMC FORT WORTH
Reata began on the 35th floor of the Bank One tower in Fort Worth, Tex., in 1996, under the helm of a well-known local chef. The restaurant enjoyed a great deal of prosperity until a tornado hit the building and destroyed it. While the owners struggled to relocate and reopen, competing restaurants moved in and gained visibility. In an effort to regain its previous position, Reata hired RMC Fort Worth to create an aggressive awareness campaign, starting with its website.

Designer Bo Parker explains, “The need to redesign the site came from a lack of clear navigation, and it did not reflect the upscale experience of dining at Reata. In addition, the new restaurant contained significant private dining space for parties, and they needed a tool for their events coordinator in her sales efforts.”

The mindset behind the site was to facilitate visits from new customers, keep current customers aware of special events, and assist with private dining reservations. “With three locations we decided to create navigation based around the distinctness of each restaurant and then we created a hierarchy of information based on research from test users. We kept all information no more than two clicks away and tried to create a simple, comfortable feel,” Parker notes. “I believe in enhancing the experience, but keeping your ‘tricks’ for the site to a minimum to keep the user feeling in control of where they are on the site.”

The identity from the site will be carried over to a print campaign. Parker says, “I think we gave customers a feel of what dining at Reata is like—an upscale experience that involves more than just food—and gave them a sense that Reata has a history and story. It’s not just a steakhouse.” Emily Potts