Content Strategy & Copywriting: Restaurant Brands International

The Ask: RBI was in a period of adaption and growth with the acquisition of their newest restaurant brand — Firehouse Subs. They needed a website to support this transition that represented all four of their brands, improved website and UX functionality, and promoted investment in their company.

The Process:

1. A complete site audit: The first step of this project was a deep content audit focusing on branding, messaging pillars, copy, and the user journey, while collaborating closely and as part of a team of multidisciplinary peers from the tech, design, and strategy teams.
   

2. Recommendations and project planning: I compiled my observations into 7 actionable areas of improvement ranging from copy and tone of voice to messaging priorities and UX functionality, and presented these findings in a complementary way to the discoveries found by my colleagues during the audit phase. After addressing feedback and garnering buy-in from client stakeholders, we developed a plan of action and got to work.
   

3. Implementing the plan: Working in lock-step within an agile environment, my responsibilities included:

   • Developing a structural hierarchy in collaboration with UX

   • Developing a design hierarchy in collaboration with UI

   • Updating brand identity and ensuring the incorporation of Firehouse Subs as a part of the larger RBI brand across the site

   • Updating UX and advertising copy, writing new content, and supervising the work of an intermediate writer for pages including:

     • About Us

     • RBI Vision & Values

     • RBI Commitment to Diversity*

     • Brand

The Result: Following the launch of a new, refreshed website that met all three of our goals, this hospitality and food brand was ready to open the door to new investment opportunities.

Visit Rbi.com.