WORK

Joe's Garage is a standout hospitality franchise that has grown from its Queenstown roots in 2000 to 19 locations nationwide. Their mission is simple: to provide a place where "everybody can go all day long," defined by a "cool, casual and welcoming attitude" and a commitment to simple, fast, and tasty dishes.

The organisation’s ambition was to create a website that reflected this community-focused ethos while managing the complex requirements of a rapidly expanding franchise network.

We designed and built the Joe's Garage website to:

• Showcase a dual-market offering, balancing the B2C needs of diners - featuring menus, table bookings, and events - with a B2B platform for driving franchise inquiries and applications.
• Highlight the brand's unique personality, incorporating custom photography, video content, and even Spotify-inspired creative elements to reflect their love for "original classic hits" and a fun atmosphere.
• Facilitate community engagement through the integration of the "Regular Joe" loyalty app and the "Joe's Acts of Kindness" initiative, allowing users to nominate friends for support directly through the platform.
• Navigate scale with ease, deploying an interactive locations page and map functionality to guide customers to their nearest garage as the business grew from 14 to 19 stores.

The Joe's Garage website embodies the brand’s dedication to being a local favourite on a national scale. It balances high-functionality requirements—such as online ordering and loyalty integration—with the "Regular Joe" spirit, creating a platform where customers feel as welcome online as they do in-store.

By establishing a robust digital architecture that supports both daily operations and long-term brand strategy, the website enables Joe's Garage to continue its expansion without losing the community connection that defines its success.