Industry News | August 27, 2012
New Culver's Website Adapts to Any Device
Culver's launched a new website, www.culvers.com, to offer every guest a handcrafted Culver's experience that reflects and communicates the “Welcome to Delicious” brand story. The centerpiece of the new website is food photography that highlights Culver's menu, from ButterBurgers to Fresh Frozen Custard. Culver's new Web design also adapts to any device, from desktop to tablet to mobile, to deliver an elegant visual experience regardless of the size of the user's display and the capabilities of the device.
"Culver's mission is to make sure each guest leaves happy. This is true both in restaurant and online," says David Stidham, vice president of marketing for Culver's. "Our new website tells our unique story like it's never been told before."
In a marketplace where smartphones now outsell personal computers, Culver's found that 32 percent of its website visitors are browsing on a mobile device. The responsive website design allows Culver's to be future-forward as the device and browser landscape grows increasingly complex.
"By focusing on the content that matters most to our guests and progressively enhancing the site for more capable browsers, we can deliver a world class experience," says Jessie DeMars, marketing and digital promotions manager. "Instead of oversized pages on phones or awkward scrolling, guests can easily navigate to learn about the Flavor of the Day at their restaurant, be tempted by the wide range of menu options, or discover how Culver's got started."
Culver's commitment to offering guests a best-in-class digital experience extends beyond the website to its text marketing program, iPhone and Android applications, and its growing social media presence on Facebook, Twitter, and Google+.
"We're a leading digital innovator within the quick service restaurant category, and now culvers.com reflects this too," Stidham says.
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