PROJECT RECAP:
The MINA Group
The Challenge
As The MINA Group continued to expand its portfolio of restaurants, it needed a stronger digital presence—not just for individual concepts, but for the restaurant group itself. The opportunity was to create a central destination that communicated the group’s philosophy, showcased its growing collection of restaurants, and helped guests, media, and potential partners better understand the overall brand.
My Role
Working alongside Chef Michael Mina’s leadership team, I helped lead the digital strategy for both the restaurant group and its individual concepts.
This included defining the structure and content strategy for TheMinaGroup.com, creating a digital experience that positioned the group as more than a collection of restaurants. The site became the central hub for the company’s story, leadership, philosophy, and portfolio while also directing guests to individual restaurant brands.
Beyond the group website, I worked across the portfolio to improve the digital guest experience through website optimization, reservation strategy, CRM, analytics, and digital marketing initiatives that supported both corporate objectives and individual restaurant performance.
The Result
Rather than thinking about each restaurant as an isolated brand, the digital strategy connected the portfolio together—creating opportunities for guests to discover additional concepts while giving the company a stronger corporate identity for future growth.
Tools of the Trade
Bentobox (CMS)
WordPress (CMS)
Klayvio (Email Marketing)
Planoly (Social Media)
Yelp (Paid Digital)
Adobe Creative Cloud (Digital Creative)
SevenRooms (Reservations)
