Restaurant Franchise Advertising & Website Design
Moxies is a restaurant franchise with over 66 locations in Canada and the United States. We assist their Calgary based headquarters with all aspects of marketing and restaurant advertising.
A Canadian-born premium casual dining chain operating across eight provinces and into US states such as Texas and Florida. With over 50 locations in Canada alone, the brand has moved from mid-scale casual to a more refined, experience-driven dining option.
The Brief
Design, build and maintain a robust digital ecosystem for Moxies that supports three primary revenue streams: reservations, take-out & delivery, and gift-card sales. All of these put together represent over half of the total revenue. The system must operate across 70+ restaurants, cover two countries and five time zones, handle menu differentiation by zone and language, integrate analytics, local search, feedback management and social media. Put simply: build the digital backbone for sustained multi-unit growth.
Our Approach
We divided the project into three strategic pillars:
1. Website & E-commerce Infrastructure
Developed a responsive, mobile-first website architecture serving both Canadian and US audiences, with multilingual support and currency/localization logic.
Integrated three revenue streams: online reservations, take-out/delivery ordering and gift-card sales. Ensured seamless flows from site to POS/third-party delivery platforms.
Built advanced zone menus (18 zone-specific menus) that feed third-party delivery systems and reflect regional pricing, language variations and accessibility standards.
Maintained staging and production site environments to guarantee deployment of the most recent and relevant material, a critical requirement given multi-site, multi-time-zone operations.
2. Analytics, Feedback & Business Intelligence
Designed business-intelligence dashboards capturing performance across locations, campaigns and seasonal shifts. These dashboards track menu-item performance, guest behavior, traffic sources and conversion by stream.
Feedback-management platform incorporated to collect guest reviews, social mentions and operational insights, feeding into both marketing and operations decisions.
Social-media posting application linked into the site architecture, enabling local stores to publish regionally-relevant seasonal campaigns, promotions and audience-engagement efforts.
3. SEO, Local Search & Performance Optimization
Crafted a long-tail keyword strategy and optimized site structure to support voice search and mobile queries (“premium casual restaurant Toronto”, “Moxies reservations Calgary”, etc.).
Built local-search landing pages for each location to improve map-pack visibility, supported schema.org markup (LocalBusiness/Restaurant), and ensured mobile page-speed and architecture best practices.
Integrated SEO audits and ranking reports on an ongoing basis to stay ahead of competitors in the premium-casual category.
Technologies & Tools Used
Responsive website design: HTML5, CSS3, mobile-first frameworks, custom CMS for multi-region content.
E-commerce/booking integrations: Reservation system + gift-card platform + take-out/delivery APIs.
BI & analytics: custom dashboards, aggregated location data, reporting tools.
Local SEO & voice-search optimization: keyword research, schema markup, mobile-optimized pages.
Feedback/social media tools: seasonal contest platforms, social scheduling apps, feedback funnels.
Impact & Key Outcomes
The digital platform enabled Moxies to manage complex multi-region operations under a unified web architecture, supporting reservations, ordering and gifting across two countries.
Website and SEO improvements strengthened organic visibility and local search performance, helping individual locations capture mobile users and “restaurant near me” queries.
Analytical dashboards provided transparency into what drives guest behavior, how local promotions map to take-out vs dining in, and how seasonal campaigns impacted revenue streams.
The staging + production deployment model ensured that website updates, menu variants and marketing campaigns could be launched with precision and minimal downtime, which is key when working across multiple time zones and brand outlooks.
Why It Works
Because the solution was not just about design, but about building scalable, multi-unit digital infrastructure.
Because the three revenue streams (reservations, take-out/delivery, gift-cards) were anchored into the same platform, enabling cross-stream insights and operational efficiencies.
Because the SEO/local search layer meant that the digital investment drove real guest acquisition, not just aesthetics.
Because the analytics and reporting put actionable insights into the hands of both marketing and operations teams, thereby closing the loop between decision and performance.
Looking Ahead
With the foundation in place, Moxies is positioned to iterate: real-time menu analytics, hyper-local ad activation, enhanced guest experience layering (loyalty, mobile ordering), deeper integration of delivery data, and refined store-level dashboards for franchisees.
As the premium-casual dining category evolves, the digital ecosystem built here will allow Moxies to scale thoughtfully and efficiently for years to come.
