Contact Us
All work

PAPI STEAK

A Digital Home That Finally Felt Like the Restaurant

Client
Papi Steak (Groot Hospitality)
Scope
Competitive Research · UX Strategy · UI Design · Web Development
Vertical
Hospitality
01

The Outcome

A fully redesigned and rebuilt website that the client calls their favorite digital presence to date. The new papisteak.com captures the brand’s energy, tone, and visual language in a way the old site never did, bringing the in person experience to the screen for the first time.
The site is built on a hub + city architecture: a central brand home where visitors choose their city, with dedicated localized experiences for Miami and Las Vegas under one domain. Each city page is independently manageable through a custom WordPress build with Advanced Custom Fields, giving the client flexibility without sacrificing cohesion.
The site now carries proper SEO architecture: H1 structure, rich text content, a strategy built to give search engines something meaningful to index. A foundation the old site never had. ADA compliance gaps were addressed throughout the build.
02

The Insight

The restaurant had a brand.
The website didn’t know it existed.
Papi Steak’s physical spaces are unmistakable: Luxury meeting boldness, a specific energy and tone that defines the experience. But the old website was invisible to that identity. Guests walking through the door got one version of Papi Steak. Guests landing on the homepage got a generic restaurant template: a hero slider, a nav bar, a footer, and almost nothing in between.
The expansion to Las Vegas created the right moment to act. Adding a second city to a broken site would only multiply the problem. The brand needed a digital home built from the ground up: One that could house both locations under a single strong domain while giving each city room to breathe.
03

The Problem

The brand had three core issues:

1. No brand presence

    • Homepage was just a hero slider, nav bar, and footer, nothing else
    • Internal pages relied on third-party scripts for the menu
    • About page was two columns with a single paragraph of text
    • Site felt generic and flat (reference point: komodomiami.com)

2. Nearly nonexistent SEO foundation

    • Minimal content for Google to index: no H1s, almost no body text
    • Nothing signaled relevance or authority for a luxury steakhouse

3. No structure for two cities

    • Miami and Las Vegas both live, but no centralized digital home
    • No way to give each city its own identity under one domain
04

The Solution

BNMR GLVZ redesigned and rebuilt the Papi Steak website from strategy through launch, anchored on three pillars.
01
Hub + City Architecture. The main domain serves as a brand hub where visitors select their city. Miami and Las Vegas each have a dedicated experience with localized content, reservations, and offerings, all under one roof. Built on WordPress with Advanced Custom Fields, each city page is independently manageable while staying unified under the brand.
02
Brand First Design. The visual design brought the real Papi Steak to the screen. The typography, imagery, copy direction, and layout all reflect what the brand actually is. The client was aligned from the first presentation, with copy and content refinements as the primary touchpoints rather than design overhauls.
03
SEO Architecture. Every internal page was built with proper H1 structure, rich text content, and a content strategy designed to give search engines meaningful material to work with. ADA compliance gaps were addressed throughout.
The project moved through competitive research, wireframing, UI design, and development in a structured phase by phase workflow. Competitive analysis of reference restaurant websites informed both the SEO architecture and the design direction before any visual work began.
05

Launch Direction

The new papisteak.com launched as a complete replacement of the old site, going live with both Miami and Las Vegas city experiences under the hub + city model.
01
Built to scale: New city pages can be added under the same architecture as Papi Steak grows, no rebuilding the foundation.
02
Client control: The WordPress and ACF backend gives the client direct control over content.
03
Brand integrity: The framework preserves visual and structural consistency across pages
04
Strong reception: Client feedback has been overwhelmingly positive, calling it the best website the brand has ever had
A brand that lived in the room, finally living on the screen.
Scroll to Top