Gold Star

ABOUT THE PROJECT

In Cincinnati, chili is king. But outside the city, Cincinnati-style chili is seen as somewhat of an oddity. Gold Star was looking to expand its reach and attract new franchises. To do that, it had to go back to its roots as a diner and find a way to appeal to new customers.

THE APPROACH

Showcase a broad menu of burgers, fries, and shakes, in addition to chili. Build online tools to make it easier to find and try Gold Star. A new website was developed from the ground up, showcasing Gold Star’s diner-esque offerings. The updated site added a dedicated franchise section, map of locations, and online ordering. The mobile responsive site made it easy to find a Gold Star on the go. As of 2022, Gold Star had expanded to more than 70 locations in 3 states. Online ordering and pickup windows proved invaluable during the isolation of 2020-21. Gold Star is expanding across the Midwest and embracing its new menu and the new customers it’s bringing.