Wings and Rings, the 85-unit, Cincinnati-based sports restaurant and bar franchise, has introduced a new consumer-facing website as it seeks to gain greater visibility for individual locations in local searches, and make the process of ordering wings easier for customers. 

“We wanted to make it as easy as possible for guests to be able to place an order, whether it’s for pickup or delivery, and to make it easier for guests to find their nearest location,” said Linsey Case, the associate vice president of marketing at Wings and Rings.

According to Case, the Wings and Rings marketing team realized there was an opportunity to enhance the overall user experience on the front end. To match the needs of their customers, they decided to overhaul the website and the mobile experience as a whole. Case says the team put a heavy focus on updating its mobile site because roughly 80% of its customers access the Wings and Rings online page from their mobile devices.

“We focused on streamlining user navigation,” Case said. “Most users are coming to our site to find locations or to place an order, and we want to make sure we’re doing everything we can to make that a simple process for them.”

Case said the brand’s old site was in need of an upgrade. She suggests the previous version of the Wings and Rings’ main page featured too many details and, from a consumer perspective, just wasn’t necessary. The new site, however, is more streamlined and easier to use on mobile devices.

“Our consumers don’t want to read a complicated story or a bunch of details about chicken wings,” she said. “They want to quickly be able to find the information they’re searching for, and take action.”

While developing the new site with their partner agency DAC, Case says the team really wanted to make sure they were doing everything they could to make the process of ordering wings as simple and efficient for the consumer. This also included updating all their store location webpages and business listings information to ensure that customers can find their nearest location with ease, and menu options are always up to date by location. Looking forward, Case says the brand has plans to update the website as needed. They are also looking to make some unannounced changes and updates to the Wings and Rings proprietary app, which is currently available for download now on both the App Store and the Google Play store.

ABOUT WINGS AND RINGS

Established in 1984 in Cincinnati, Ohio, Wings and Rings is the club-level sports restaurant and bar with crave-worthy Wings and Rings, My Place Service and a Club-Level Ambiance, all to encourage social connections. Whether it’s enjoying a bit of banter, catching up over the game, finding new craft beer favorites or celebrating a big win, Wings and Rings is the place where everyone can kick back, enjoy life and champion everyday moments. With 85 units across the globe, Wings and Rings is changing the sports restaurant category, making elevated food and beverage experiences accessible to all fans. For more information, please visit WingsandRings.com and OwnWingsandRings.com.

ABOUT DAC 

DAC is a leading international marketing agency helping brands connect with customers from the enterprise level right down to hyper-local moments. Recognized by Forrester as one of the world's most significant performance marketing agencies, DAC is passionate about helping businesses build, maintain, and optimize their online presence, leveraging internal expertise in everything from content strategy, UX, and creative storytelling to paid media, SEO, and analytic insight to drive performance and nurture loyalty. DAC's mission is to drive transformational client growth by amplifying brands to audiences on their digital customer journeys, no matter where they are.