Modernising a 775-Year-Old Culinary Legacy for a New Generation
Brand: Chaîne des Rôtisseurs
Who are Chaîne des Rôtisseurs:
Chaîne des Rôtisseurs, founded in 1248, is the world’s largest and oldest gastronomic association, with over 21,000 members across 75 countries. The association’s core aim is to unite professional and non-professional members who share a passion for fine food, wine, and camaraderie.
The Challenge:
The British Chaîne des Rôtisseurs UK faces several challenges and has identified the need for a new strategy to increase awareness and recognition. As well as enhance perceived value among professionals, attract a younger audience and expand and promote member offer. Alongside this we had to ensure that the brand aligned with the globally recognised Chaîne des Rôtisseurs club but still hold its own as the UK branch of the global association. It was essential that the UK brand aligned seamlessly with the globally recognised Chaîne des Rôtisseurs identity, while still establishing its own presence as the British branch of the association.
Design Solution:
To support its growth ambitions, Chaîne GB identified the need for a complete overhaul of its website, chaine.co.uk. The primary goals were to strengthen brand reputation, improve engagement, simplify the user journey for members of all ages, and drive membership and revenue growth.
We began with in-depth research, analysing competitor organisations, fine food and wine brands, and comparable professional associations. This insight informed both the structure and visual direction of the site. A core focus throughout was usability. The experience needed to feel refined and luxurious, without sacrificing clarity or accessibility for less digitally confident users.
How we helped:
Competitor research / Email marketing / Interactive sitemap / Structure and navigation development / Website design / Website design and build / Wireframe development
Platforms:
The redesigned website delivers a sophisticated, modern experience that reflects the heritage and prestige of the Chaîne des Rôtisseurs while allowing high-quality imagery to shine. The navigation was intentionally streamlined, highlighting four key parent pages to surface the most important content. Secondary pages were placed within a discreet burger menu, ensuring the interface remained clean, intuitive, and easy to navigate. The result is a website that balances tradition with modernity, strengthens brand perception, and provides a solid platform for future growth.
The website was custom-built to support the unique structure of the Chaîne des Rôtisseurs organisation. Carefully defined user roles alllow the Bailliage members to access content only relevant to their own Bailliage, while senior roles were granted more unrestricted access where required.
In addition, a bespoke print-friendly event’s landing page was designed and developed within WordPress, allowing events to be easily formatted for offline use while maintaining the site’s refined visual identity.
"The new website reflects who we are by honouring our heritage while providing a clear and contemporary platform for our members and has attracted consistently positive feedback."
Darryl Thomson Chancelier
If you’d like to hear more about this project or how we could do the same for your brand – don’t hesitate to get in contact – we’d love to hear from you!
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