The Challenge

SRG was managing 20 separate venue websites, creating a fragmented ecosystem that was slow to update and difficult to manage. Event enquiries were split across platforms, and with new venues launching, the group needed a more streamlined, conversion-focused website and brand platform that matched its scale and prestige.

The Approach

Our role was to simplify, unify and elevate.

We began by repositioning Sydney Restaurant Group as SRG Hospitality — an elevated, more contemporary masterbrand designed to support national ambition beyond Sydney, while confidently sitting above a diverse portfolio of venues.

Strengthening SRG’s events communications was top priority. We needed to showcase their iconic collection of venues clearly and cohesively, while improving clarity and conversion across enquiries.

Naturally, this meant consolidating all venues under a universal website framework — a flexible design system that could be tailored to each venue through customisable font, colour and photography, without fragmenting the group experience.

From there, we designed and built a centralised website platform that brings the entire group together under one intuitive system.

Key Outcomes

The build was guided by a few clear principles:

– One backend, dramatically reducing admin and speeding up updates
– One events enquiry flow, designed to improve responsiveness and conversion
– A consistent brand identity that connects the group visually and verbally
– A scalable website framework, ready to onboard future venues seamlessly

The Result

In one of the fastest project turnarounds of my career, we partnered with Squad Studio to rebrand Sydney Restaurant Group to SRG Hospitality — and launch our new consolidated Group website, bringing 20 venue sites into one seamless platform. 

The result is a clean, cohesive and future-ready digital home that truly reflects who we are today and marks a huge step forward for SRG — setting us up for an exciting year ahead, with major growth projects in the pipeline for 2026.

Rebecca Neall, Director of Marketing SRG Hospitality