Food eCommerce
Fast-Casual Chicken Restaurant
Minnie Bird
Minnie Bird launched in Schaumburg, Illinois in 2024 as a fast-casual fried chicken concept built on family legacy and nostalgic comfort food positioning—co-founded by Sean Thomas, great-grandson of Wendy's founder Dave Thomas, and named after his great-great-grandmother Minnie Sinclair who helped raise Dave and inspired his passion for food. Operating in partnership with Venture Kitchen (the restaurant group behind Blackwood BBQ, Taqueria Invicto, and Naansense), Minnie Bird differentiates itself through a playful throwback aesthetic combined with indulgent menu innovations: hand-breaded tenders, saucy chicken sandwiches on brioche buns, Utah-style dirty sodas mixed with flavored syrups and cream, rotating monthly soft serve flavors, and a signature hook—free ice cream with every meal. With expansion to Oak Brook underway, the brand required a digital presence that could support multi-location operations, mobile ordering, catering inquiries, and loyalty program integration while capturing their distinctive personality.
The Squarespace website translated Minnie Bird's warm, slightly irreverent brand voice into a digital experience matching the energy of their physical locations—featuring bold photography of signature items, playful copywriting ("handheld happiness," "make you cluck with joy"), and clear pathways for online ordering, app downloads, and catering requests. The site architecture highlighted monthly specials and seasonal offerings prominently, integrated with their Toast ordering system for seamless pickup and delivery, and promoted their rewards app as central to the customer experience. The result was a platform that positioned Minnie Bird as the fast-casual chicken destination with genuine heritage credentials and distinctive personality, appealing to Chicago-area diners seeking comfort food with character rather than generic chain experiences.
Online Order Local Delivery Franchise
Our Workflow
Phase 1
Designing the full website based on the agreed written site structure. If there’s no existing copy, I will fill the pages with placeholder text and provide professional, customized stock images where required. Additionally, we can handle copywriting tasks upon request.
Phase 2
Discuss the website draft and your comments during dedicated feedback calls. This phase includes fine-tuning the design based on your input and optimizing key areas, mobile responsiveness, SEO titles and descriptions, and the social images (Page Settings).
Phase 3
You stay in control: Once the website design is in its final stage, I’ll conduct a personalized training session for you or your team to show you how to manage the site. Optional: If you’re too busy to handle content management tasks on your own, we can step in to assist with any content updates or adjustments as needed.
Phase 4
The website is ready to go live: We’ll handle publishing the website with your domain, transitioning between Squarespace accounts if necessary, and submitting it directly to Google for accelerated indexing.