Giving Longhorn Steakhouse More Sizzle
From mouthwatering photography and menus to a website redesign and some of the wildest emails I’ve ever gotten to create, I led the work for Longhorn Steakhouse as CCO of Ad Cucina part of the Together With Holding Company of brands. During my time managing Longhorn Steakhouse’s work, we also created a new website, which was an immense challenge as we had to work within a legacy Darden content management system. Ultimately, the digital work we did laid the foundation for years of success for the brand.
A few results I helped achieve during my time as CCO:
Email CTR: +47% | Revenue From Email: +26%
14 consecutive quarters of increased sales
Crave + Intrigue = Successful Emails
As CCO and leader of our creative and interactive teams, I pushed our teams to take our email capabilities to the limit. At the time, the threshold for email animations was around 2MB. This limit made it very difficult to create gifs using photorealistic imagery. But we figured it out. Not only did our email CTR increase, but our open rates increased as well as our fans came to love all the wild ways we delivered emails to their in boxes.
Check out a few of my favorites.
Mouthwatering Menus
In a world of LTOs, menus are more important than ever. You’re selling appetite appeal with items that look so good, you have to give them a try. And that’s exactly what we did. From core menu refreshes to LTO tip-ins, we crafted them all. Check out a few of my favorites.
Building The Crave
As CCO, I oversaw all aspects of our photography. From the look and feel, mood boards, and preparation, to the final result, the photography was a huge part of making Longhorn Steakhouse establish the crave needed to keep their customers coming back.
Refreshing An Outdated Website Experience
I had the chance to lead the charge for the Longhorn Steakhouse website refresh. Working with my interactive team and creative team, we put together a cleaner, simpler experience that increased online sales for the brand for 4 straight quarters. The biggest challenge was trying to utilize and navigate Darden’s custom-built CMS. Ultimately, through a collaboration with their internal team, we delivered a creave-worthy site that crushed appetites and KPIs.
