Community pub website
Hungry Horse is a Greene King owned community pub brand, offering value for money across its food and beverage offering. The brand exudes personality and as such has a strong vibrant and fun brand identity which needed to be reflected in the new website.
The Hungry Horse estate comprises over 160 pubs located throughout the UK, therefore first-class usability and IA were defined as key objectives of the brief due to the sheer amount of content on the site. In addition, Mobas was asked to consider ideas for user-generated content and data capture.
Working with the brand’s incumbent agency, Mobas developed a website that met all objectives. The design reflected the personality of the brand through tone-of-voice, typography, textures and colour palette resulting in an eye-catching and easy-to-navigate website.
Mobas created a series of packages specifically developed for the pub market. This includes the ability to add global and house level content, for example offers and menus, via the CMS. Other functionality includes sign-up forms with personalised vouchers, kids’ pages with downloadable colouring sheets, the Super Horse game, menus and nutritional information. With such a large estate of properties, Mobas considered the best approach for finding each house. We used the Google API postcode/town search which enables users to find their nearest local.
To encourage UGC Mobas developed a ‘Big My Plate’ voting tool. Essentially visitors can add their own ideas for the ultimate new addition to the Hungry Horse menu. Once ideas are submitted other visitors have the ability to vote for the winning dish!
SEO was anther fundamental part of the project, as we needed to ensure that all 160 house pages were ranking well for location-specific search terms.
A vibrant and engaging website was produced. Visitor numbers increased due to improved on-site SEO whereby each individual house page is visible with the SERPS. Average page views and time on- site were vastly improved. The UGC has been adopted by consumers whereby hundreds of visitors have submitted their favourite ideas for the new dish as well as voting others’ submissions. The website has played a pivotal role in data capture through sign-up and voucher initiatives.