Case Study

J. Alexander’s Website and Video

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Summary

J. Alexander’s Holdings, Inc. (NYSE: JAX), owner and operator of three complementary upscale dining restaurant concepts (J. Alexander’s, Redlands Grill and Stoney River Steakhouse and Grill), needed a new website as a result of the completion of its successful planned spin-off from Fidelity National Financial (FNF) into an independent publicly-traded company.

J. Alexander’s Holdings, Inc. is based in Nashville, TN and currently operate 42 restaurant locations across 14 states. Their focus is on providing high quality food, outstanding professional service and an attractive ambiance, all of which drives significant customer loyalty and frequency. The company is committed to providing a quality experience to their guests through offering generous portions of flavorful contemporary American cuisine using fresh ingredients.

J.Alexander's Holdings (Nashville, TN) food photography used in website and video

Challenges / Objectives / Implementation

The objective of the website and embedded video, launched in October 2015, was/is to articulate the restaurant businesses of J. Alexander’s Holdings, Inc. as a collection of boutique restaurants. In addition to providing information pertaining to each of the three restaurant concepts locations, menus, reservations, gift cards, career opportunities, contact information and investor relations.

In addition, the website and video needed to portray the distinctive and “unchained” operational philosophy of each business. According to Lonnie J. Stout II, Chairman, President and Chief Executive Officer of J. Alexander’s Holdings, Inc., “We want each of our restaurants to be perceived by our guests as a locally-managed, stand-alone dining experience. This differentiation permits us to successfully operate each of our concepts in the same geographic market.”

The primary audiences for the website and brand video are the general public or consumers, media, potential investors and current shareholders of J. Alexander’s Holdings, Inc.


Results

In a few short months since going live, the website yielded more than 625,000 unique visits and more than 1,505,000 total page views. Both of these measurements remain strong and are increasing at a growth rate of approximately 25 percent month-over-month. Additionally, 60 percent of all site traffic has been generated by organic search.

In this same time period, the ‘Unchained’ brand video produced by DVL Seigenthaler and located on the home page of the J. Alexander’s Holdings’ website has received a total of 11,000 views.