Mr. Jack’ss Sports Bar & Grill

Bar, BBQ, eCommerce, Restaurant Sites

Status:
Online
Client:
PopMenu
Established:
2025
URL:
mrjackss.com
Location:
MI, USA
Project Scope:
Website Redesign, Brand Integration, Event Strategy, Local SEO

Project Overview

Igniting the Spirit of East Tawas

Mr. Jack’ss Sports Bar & Grill is the energetic hub of East Tawas, known for its game-day atmosphere and live entertainment. However, their digital presence had gone cold. The existing website was aging and static, failing to capture the lively, sports-centric vibe of the physical location. Furthermore, the staff struggled with a rigid backend that made updating weekly specials and events a chore, leading to outdated information and missed opportunities.

The mission was to bring the heat online. We needed to transform a passive brochure site into a dynamic engagement engine. The goal was to craft a mobile-friendly platform that not only reflected the "flame-inspired" brand identity but also actively drove revenue through online ordering, event attendance, and VIP loyalty growth.

Challenges & Goals

The Challenges

Visual Disconnect: The old site was flat and lifeless, lacking the energy of the sports bar environment and failing to utilize the brand's vibrant color palette.

Operational Friction: Updating menus, specials, and the event calendar required developer intervention or complex workarounds, wasting valuable management time.

Low Engagement: Without clear pathways for VIP sign-ups or online ordering, the restaurant was missing out on building a loyal customer database and capturing takeout revenue.

The Goals

Brand Immersion: Implement a "Flame Gradient" design system using the logo’s Red (#CB0101) and Orange (#E27607) to create an immersive, energetic aesthetic.

Event Promotion: Build a dynamic module to showcase recurring events like Trivia Night and Keno, driving foot traffic on weeknights.

Search Dominance: Optimize site content with keywords like "East Tawas sports bar" to capture local search traffic and convert it into dine-in guests.

Strategy & Approach

Phase 1: Brand-Driven Visuals

We extracted the high-energy palette directly from the new logo, crafting a custom horizontal "fire" gradient for hero backgrounds. Typography was matched to the brand's voice: Pacifico brush-script for headers to convey fun, grounded by Roboto/Open Sans for menu legibility.

Phase 2: Interaction & UX

We restructured the homepage around three prominent Calls-to-Action (CTAs): Explore Menu, View Events, and Join VIP. These were styled consistently with the flame gradient to drive clicks. We also integrated an auto-tap draft beer visual module to showcase their bar offerings dynamically.

Phase 3: Content & SEO

We didn't just fill space; we strategized content. I wrote SEO-optimized copy for every section, weaving in terms like "game-day specials" and "online ordering." We structured the Popmenu CMS modules to allow staff to swap out weekly specials and add live bands effortlessly, removing the need for ongoing developer support.

Solutions Delivered

Area	Highlight
Visual Design	Created a custom "Fire & Gradient" theme using #CB0101 and #E27607 to match the energetic sports bar branding.
Event Engine	Built a dynamic event calendar module to promote Trivia, Keno, and live bands, easily updateable by staff.
Commerce Integration	Integrated clear external ordering links (Zmenu, Takeout) and a streamlined VIP signup form to drive revenue.
Menu Architecture	Designed a responsive multi-column menu grid that collapses gracefully on mobile for better readability.
Local SEO	Structured site content with location-specific keywords like "East Tawas lunch" to boost organic search rankings.