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Islands Fine Burgers & Drinks Launches New Website

Casual dining eatery debuts responsive, mobile-centric digital destination
Oct 21, 2013

SAN DIEGO (October 21, 2013) – Islands Fine Burgers and Drinks, the casual dining restaurant chain with a tropical theme, has launched a new website designed and built by the digital marketing, technology and data company Digitaria.

The responsive website – which means the site’s visual display adapts to fit the size of the screen and device upon which it is seen – is designed to serve the restaurant’s most engaged and passionate users, more than 40% of whom visit on a mobile device. 

“The site is clean and colorful, and includes menus for dining and our bar, of course, but more than anything else it pursues a ‘mobile first’ strategy,” said Renee Junge, Islands director of marketing. “It geo-locates mobile users to help them find the nearest Islands, allows them to order online, provides users with directions to the restaurant closest or easily facilitates a phone call.” 

Research and analytics showed that more than 40% of traffic to Islands’ website came from mobile users, said Amanda Huynh, an executive producer at Digitaria, putting a focus on “solomoco” – the social, local, mobile consumer – for the team’s creatives.

“Because of the mobile-first strategy, we needed to make the new Islands site simple to navigate, but we didn’t want to lose personality in the design at the same time,” said Paul Drohan, the agency’s design director. “We sought to capture the restaurants’ upbeat attitude, with a laid back California feel that’s witty with just a trace of nostalgia.” 

The site integrates Islands’ Twitter feed, as well as random humorous “Beach Rules,” like “Short board, long board or fun board – it’s all good as long as you’re not bored.” Plentiful photos of Islands’ food and drink adorn the site, taken by Digitaria’s Resource Manager Robin Kadfalk. 

Islands Fine Burgers and Drinks, headquartered in Carlsbad, Calif., opened its first restaurant in West Los Angeles and currently has more than 50 locations throughout California, Arizona, Nevada and Hawaii. 

"Islands has the best burgers in the business and the most welcoming, distinctive atmosphere of any casual sit-down restaurant," said Daniel Khabie, CEO of Digitaria. "I'm proud we were able to capture that vibe for them digitally, and look forward to seeing mobile bring more customers to their great food and drinks."