Jake’s R&R Bar-B-Que

BBQ, eCommerce, Restaurant Sites

Status:
Online
Client:
PopMenu
Established:
1998
URL:
rrbbq.net
Location:
NC, USA
Project Scope:
UX/UI Design, Brand Modernization, Storytelling, Visual Identity Integration

Project Overview

Modernizing a Railroad Legacy in Concord

Since 1998, Jake’s R&R Bar-B-Que has been a cornerstone of the Concord community, known for its deep roots and authentic BBQ. However, the brand faced a pivotal challenge: attracting a younger demographic without alienating its loyal, long-time fanbase. The existing website was outdated and failed to convey the rich family legacy or the unique physical atmosphere of the restaurant.

The mission was to digitize the soul of the business. We needed to craft a website that felt like walking through the front door—incorporating the restaurant's signature railroad motifs and rustic textures—while deploying modern UX strategies to streamline ordering and storytelling.

Challenges & Goals

The Challenges

Texture Translation: The client wanted to bring specific physical elements of the interior—live-edge wood counters and galvanized aluminum—into the 2D digital space without making the site look cluttered or dated.

Narrative Gap: The profound story behind the name "Jake," honoring a powerful family legacy, was missing from the digital experience, reducing the emotional connection with new guests.

Generational Appeal: The design had to balance nostalgia for older patrons with the clean, mobile-first functionality expected by younger diners.

The Goals

Sensory Design: Integrate high-fidelity textures and railroad imagery to create an immersive "R&R" (Railroad) theme.

Emotional Storytelling: Craft a compelling "About" section that humanizes the brand and explains the history behind the BBQ.

Conversion Optimization: Clear the path for high-value actions like Online Ordering, Catering inquiries, and e-Gift Cards using frictionless UX.

Strategy & Approach

Phase 1: Material Design & Branding

We didn't just pick colors; we digitized materials. I integrated the brand's core palette of Red (#DA291C), Yellow (#F7D117), and Black with backgrounds featuring live-edge wood and corrugated galvanized aluminum. This created a tactile visual experience that mirrors the restaurant's actual lunch counter.

Phase 2: Thematic Typography

To reflect the brand's established character, we selected Museo Slab 500 as the primary typeface—sturdy and reliable. This was paired with Source Sans Pro and Bree Serif to provide a vintage-meets-modern aesthetic that enhances readability across menus and narrative blocks.

Phase 3: The Railroad User Journey

Embracing the "R&R" theme, we used train track dividers and thematic language like "All Aboard" to guide users through the site. We adopted a mobile-first approach, ensuring that these rich visual elements scaled down gracefully, keeping the navigation intuitive for users ordering lunch on their phones.

Solutions Delivered

Area	Highlight
Visual Identity	Integrated custom textures of live-edge wood and galvanized aluminum to match the physical restaurant's decor.
Content Strategy	Developed emotionally resonant copy for the "About Page" that honors the family legacy and the story of "Jake."
User Experience	Implemented interactive elements like hover states and dynamic buttons using the Red/Yellow brand palette for modern engagement.
Typography	Curated a specific font stack (Museo Slab, Bree Serif) to balance the rustic BBQ feel with modern web legibility standards.
Local SEO	Structured site content with keyword-optimized location info and responsive layouts to boost visibility in Concord, NC.