By the minneapolis egotist / /
What began as an idea between two brothers to open a Mexican restaurant has since grown into one of the largest, privately held Taco Bell franchisees in America. Today, the New Hope-based Border Foods employs more than 5,000 team members in 184 restaurants across the Upper Midwest.
Border Foods has a people-first culture where leaders work to develop team members for long-term careers with the brand and beyond. This value proposition permeates the company’s approach to everything from compensation and perks to a corporate priority to give back to the community through scholarships and donations.
“Border Foods approached us with a goal to redesign its dated website ‘to attract Taco Bell brand fanatics and convert visitors to job applicants,’” said Bryan Malley, co-owner and creative director of Malley Design. “The company has done a phenomenal job of updating its facilities to keep pace with the changing Taco Bell brand and demographics. We noticed right out of the gate that the old website did very little to play on the strength of the company’s amazing culture and progressive attitude.”
In the development of the new Border Foods website, stock photography was replaced with images of real employees from a location photo shoot. Malley Design partnered with Grapevyne Media to develop content that’s more personal, humorous and engaging. The site’s visual language, custom illustrations and micro-interactions play more directly off the core elements of the Border Foods brand.
“Border Foods already feels vastly more comfortable in its new online home, and we’ve helped set the tone for future design, video and marketing initiatives through this website project as well,” Malley said.
Check out the tasty new site here.