Love Tilly Group has launched a new digital platform with Nightjar, bringing together 11 of Sydney’s wine bars, restaurants and bakeries into a single digital destination for the first time.
The hospitality group is behind Love, Tilly Devine, Dear Sainte Éloise, Ragazzi Wine + Pasta, Palazzo Salato, Letra House, four Fabbrica pasta bars and two Fabbrica Bread Shop bakeries.
Until now, each venue operated its own standalone website, creating a fragmented digital presence for guests and making the group harder to manage internally.
One home, distinct identities
Nightjar’s brief was to bring the group together without losing what makes each venue distinct.
The new platform places the Love Tilly Group masterbrand above the portfolio, while each venue retains its own identity, voice and booking flow.
The technical foundation also allows new venues to be added more easily in the future, while helping the group consolidate marketing, increase cross-selling opportunities, and plan for loyalty at the parent group level.
Designed for discovery
The platform uses photography, archive-inspired design and oversized interactive image modules to capture the character of each venue.
A purpose-built navigation system lets guests move between venues, while cross-sell promotions are designed to help regulars of one venue discover others across the group.
Private dining and gift vouchers were also central to the project, with venue-specific dining offers, group-booking capacities, set menus, and a unified gift-voucher experience built into the platform.
Love Tilly Group on the launch
Matt Swieboda, co-founder of Love Tilly Group, said the group needed a digital presence that reflected its growth without feeling corporate.
“Since 2010, we’ve been creating venues that each have their own personality, their own menus, teams and regulars,” Swieboda said.
“As we’ve grown, we found our digital presence had become difficult to navigate, and it was time to bring everything together under one Love Tilly Group platform.
“We’d like guests to easily find information about their favourite bar or restaurant, while also discovering somewhere new. Nightjar understood what we needed, and have delivered a beautiful, functional site without making it feel corporate.
“The result feels like us: considered, curious and genuinely inviting.”
Nightjar on the build
Ahmed Meer, Chief Product Officer at Nightjar, said the challenge was creating a platform that respected each venue’s history while opening up the wider group.
“Our job was to build a platform that earns the trust of those existing communities while opening a door to the wider group.
“The master architecture, the archive-inspired design direction, the way private dining and gift vouchers are integrated rather than tucked away – all of it is designed to turn a single visit into an ongoing relationship with the group.”
The new Love Tilly Group platform is now live.
Top image: The new platform