I❤️M&C

Client Overview

I Heart Mac & Cheese (IHMC) is a rapidly expanding fast-casual dining concept that specializes in customizable, made-to-order macaroni and cheese bowls and grilled cheese sandwiches. With a variety of health-conscious bases, including quinoa, broccoli, cauliflower, and gluten-free pasta, IHMC caters to diverse dietary needs. Featuring options like vegan cheese sauce and plant-based proteins, IHMC continuously evolves to meet the tastes and preferences of its guests. Since launching its franchising program nationwide in 2017, the brand has grown significantly and garnered a loyal following.

Project Scope

IHMC approached Aquila Design to revamp their digital presence and enhance their customer engagement through a modern, user-friendly website. The goal was to reflect the brand’s innovative approach to comfort food and support its expanding franchise network.

My Contributions

1. Website Redesign

• Objective: Create a visually appealing and easy-to-navigate website that aligns with IHMC’s brand identity.

• Action: Migrated the website to Framer for a more dynamic and visually impactful design. Focused on a clean, modern aesthetic that highlights the customizable nature of IHMC’s offerings.

• Result: Enhanced user experience with intuitive navigation and engaging visuals, leading to increased site traffic and customer engagement.

2. Interactive Map Integration

• Objective: Provide customers with a convenient way to locate IHMC’s 50+ locations across the United States.

• Action: Integrated Mapbox to create an interactive map featuring pins for each location. Implemented a feature where clicking on a pin redirects users to detailed location pages.

• Result: Improved accessibility and convenience for customers seeking the nearest IHMC location, enhancing the overall user experience.

3. Brand Consistency

• Objective: Ensure brand consistency across all digital platforms.

• Action: Worked closely with IHMC’s team to incorporate brand colors, fonts, and imagery consistently across the website.

• Result: Strengthened brand identity and recognition, providing a cohesive and professional online presence.

4. Content Creation

• Objective: Develop compelling copy for various sections of the website, including the About Us, Locations, and Franchise pages.

• Action: Wrote engaging and informative content that highlights IHMC’s mission, vision, and unique selling points.

• Result: Clear and concise messaging that effectively communicates IHMC’s brand story and value proposition to customers and potential franchisees.

5. Franchise Program Promotion

• Objective: Attract potential franchisees and promote IHMC’s franchising opportunities.

• Action: Created a dedicated Franchise section on the website with detailed information about the program, benefits, and how to get started.

• Result: Increased inquiries and interest from potential franchisees, supporting IHMC’s growth and expansion goals.

Outcome

The collaboration with IHMC resulted in a modern, user-friendly website that effectively showcases the brand’s innovative approach to comfort food. The interactive map and consistent branding enhanced the customer experience, while the compelling content and dedicated Franchise section supported IHMC’s expansion efforts. The project successfully met IHMC’s objectives, contributing to their continued growth and success in the fast-casual dining industry.