Middletons Steakhouse & Grill opened its doors in Middleton, Norfolk in July 2011, launching its first site at a 17th Century Coaching Inn, previously known as The Crown Inn, just outside of Kings Lynn.

The company first engaged Mystery in 2014 as part of a branding exercise to both create consistency and a more compelling brand for their existing restaurants and to make it easier for the company to roll out more restaurants in the future. We have been working together ever since.

Due to very quick growth, Middletons’ marketing collateral had run away with itself and wasn’t providing a cohesive and clear identity for the brand. Mystery was briefed to consolidate all collateral – identity, menus, marketing material – and create a brand-new website as a focal point to give the business a powerful brand identity both on and offline.

Following a brand workshop with the key stakeholders and decision makers we were able to define the company and what it stood for, focusing on what makes Middletons special, which enabled us to help define the company’s brand messaging in terms of positioning statements, how they presented themselves and how they wanted to be perceived.

As well as identity and menus, all other communications and marketing collateral were evolved accordingly to present a consistent brand experience across all of the customer’s engagement points.

Mystery ran a workshop with the client to discuss the client’s needs for its new website, such as increased online visibility, efficient booking system and easy for the team to update. We also educated the team on SEO best practices (URL structure, keyword targeting and social media) to ensure they had all the knowledge they needed to continue to develop the site.

A new design was created that was simple to navigate, included clear booking and mailing list call to actions and had strong visual impact, using mouth-watering photography as the key motivator to drive bookings and footfall.

As part of its ongoing evolution, Mystery is currently working with Middletons on further updating its website.

“The team at Mystery really listened to what we wanted, took the time to understand our business and delivered great results in super quick time.
We’re incredibly pleased with the way the project has gone and how the new website seamlessly ties together all our brand, marketing, environment and online presence. We’re now really proud to hand out our business cards and direct people to their website and are sure the website (and the marketing we’re now able to do with it) will make a huge impact on our business”. Steve Hutton