UX Overhaul and Mastering Conversion Rates

Consumer packaged goods superpower RB Foods needed to restructure French’s Food Service, the umbrella website for its condiment brands. In addition to clearly delineating the benefits of each brand’s product line to restaurant operators while keeping navigation between brands simple, RB Foods sought to dynamically cross-promote its products and improve overall conversion rate.

How We Helped

Genuine started the French’s Food Service makeover by unifying the three brands’ separate websites under a single visual design that preserved the defining characteristics of each product line. We wanted to communicate the family friendly atmosphere of French’s Foods, the cheeky personality of Frank’s Red Hot, and the Western appeal of Cattlemen’s while keeping the user anchored in French’s Food Service’s overarching interface.

In the “Culinary Center,” we transformed the output of multiple existing recipe databases to suit the French’s Food Service restaurant operator audience, which included indicating values for bulk quantities and increased serving sizes, as well as adding the ability to filter by brand, menu type or type of protein. We made sure the product sample request forms were always one click away. In addition to information about front of house solutions and mixology, the new Merchandising and Rebates sections of the website allow operators to find multi-brand offers. Finally, we created a sales rep finder that enables restaurant operators to locate contact information local to their area.

Improved Sales Through iPhone App Development

Frank’s® RedHot® wanted to drive product sales during its key seasons and saw an opportunity to provide utility to its fans. Frank’s® also needed to build its consumer database to enhance its reach to more specific niches within its market while providing a fun, interactive way to interact with the brand via mobile devices.

How We Helped

Genuine decided to build an iPhone app that would allow users to tag wing restaurants and bars that use Frank’s® RedHot®.Fans could invite friends from the app for wings, browse reviews about the locations, and use various filters to search. We also focused on providing sharable hot sauce recipes (18 wing recipes and 32 classic recipes) for key tailgating and sports seasons through the app.

Zend Framework and Social Media Integrations
Help Frank’s® Own Tailgaiting

King of hot sauces Frank’s® RedHot® was due for a complete re-envisioning of its web presence, and the company’s reputation as a beloved national supplier preceded it. Genuine’s task was to transform the brand’s aging web property into a shiny new hub for its social media efforts, mobile content, and engagement with its loyal fans. We created a new site from the ground up on top of the Zend framework, with integrations from Twitter, Facebook, and a custom database containing a wealth of RedHot® recipes.

How We Helped

Genuine’s lively new look captured the feeling of the brand’s “I put that sh*t on everything campaign” in front-and-center Flash video, which featured as its mascot the spunky (albeit fictional) septuagenarian “Ethel Herbert.” At the center of the redesign, we created an extensive database of Frank’s® RedHot® recipes from the brand’s celebrated product line that visitors can share with friends and family.

To open a more focused conversation with RedHot® fans, we engineered Twitter contests onsite and delivered an editorial calendar of Facebook conversations to drive leads. We also created a tailgaiting section devoted to usage tips for seasonal sports, and then tied that focus into our mobile efforts through a powerful Wing Finder App that enables visitors to locate wing restaurants across the country.