The Wigmore Restaurant

Extending The Wigmore’s brand presence as a friendly food destination for all to enjoy

The brief

To deliver a new website and branding for The Wigmore Restaurant in Luton, a family-friendly food destination appealing to a wide target audience. As a new restaurant they needed branding that was modern, unique and creative but also connected to their existing takeaway business. It also needed to be flexible enough to support their evolving business so it could be developed and updated as and when required.

What we did


The Wigmore are a family-run business that originally began as a fish and chip takeaway shop. Having served up award-winning fish and chips for over 30 years in Luton, they wanted to expand into the restaurant business to offer their customers a dining experience that could be enjoyed by all ages and demographics.

Expanding a family business

Realising that their customers wanted more than what their takeaway menu offered, they purchased a premises just a short distance from their takeaway shop, to begin this expansion. The Wigmore asked Eat Marketing to help refresh their website and branding, for both their restaurant and takeaway, to ensure branding for both elements of their business was cohesive and to help expand its presence as a well known food destination in Luton.

Designing a ‘destination’ website

The original Wigmore takeaway logo, fonts and colour palette were all used on the new restaurant website to ensure consistency. However, we evolved the branding to work as its own sub brand, introducing intricate illustrations, a more friendly tone of voice and a modernised look and feel that stood out in today’s restaurant market.

Eat Marketing have delivered an SEO friendly, responsive website to consider an engaging customer experience across all channels. The website showcases all of the exciting elements of The Wigmore Restaurant – from bottomless brunch, homemade celebration cakes, to an all day dining and drinks menu, including a cocktail selection.

The new website now gives a clear offering to users and includes their array of dining options to ensure they are visible to a wider target audience – from friends looking to enjoy a boozy brunch to families looking for a nice place to eat dinner. The easy-to-use website was further updated with the user journey in mind, splitting out the different dining experiences to showcase that they had something to suit everyone’s taste buds.

The new website featured enticing copy, opening times and six individual menu designs all branded consistently with the website. Customers are also able to book online with an easy to use integrated table booking system.

Bespoke menu design

The Wigmore Restaurant needed a variety of menus that could showcase the brand’s extensive offering. The new menus, designed by Eat Marketing, included a main restaurant menu, brunch menu, dessert menu, celebratory cake menu and kids menu. We also worked on internal marketing creating a cocktail guide for the bar staff with details on how to make individual cocktails.

The menus were all bright and colourful featuring detailed item descriptions that have brought plenty of personality to the brand. We also worked with the team to establish and name the restaurant’s weekly special offers, such as their Fish and Fizz Bottomless Brunch Friday’s.

Continued support

Since The Wigmore Restaurant launched, we have continued to support the brand with various restaurant marketing support, from website to menu design developments that keep the brand feeling fresh and new as their restaurant evolves. We even had an Eat Marketing team trip down to The Wigmore Restaurant to sample the restaurant menu…all in the name of market research of course! We look forward to continuing to work with The Wigmore, as the business goes from strength to strength.

“We’ve been working with Eat Marketing for several years now and can always rely on the team to deliver creative ideas. They really make the effort to understand your brand and audience before going on to create designs that work.” 

– Antonios


Similar project in mind? speak to Maria:
0845 835 4661

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