Atelier Mercer: a restaurant website, films and booking that fill a Tuesday night

Insights · Our work · Hospitality ·

Atelier Mercer is our work for restaurants: a French-American restaurant on Mercer Street in SoHo, with its brand, website, menu, films, reservations and guest follow-up made by Project 66 Studio. It shows what we build for a restaurant, from the first search to the regular table.

The starting point

Most restaurant websites look the same: a welcome banner, a PDF menu, "please call us to reserve", and three small photos in a gallery. It proves the restaurant exists. It doesn't make anyone hungry, and it can't take a single booking at 11 p.m.

Many guests never open a restaurant's website at all. The ones who do are close to deciding, so every page has to speak to them from the first second. More of them now ask AI first: 80% of diners say they would try a restaurant they've never heard of if AI recommended it (Menufy and Dynata, survey of 1,000 US adults). AI can only recommend what it can read: the website, the menu, the Google profile and the hours.

The website, page by page

We took a typical restaurant website and rebuilt it page by page as the Atelier Mercer website, around the guest's journey from curious to booked. On every image, the typical page sits on top and the new one below.

A typical restaurant homepage with a welcome banner, above the Atelier Mercer homepage: Tuesday nights, by Chef Théo Marchand, with Reserve one tap away.
Homepage. "Welcome to our restaurant" became a reason to come tonight, Tuesday nights by the chef, with Reserve one tap away from the first second.
A PDF menu download page, above the Atelier Mercer menu page showing tonight's plates from the pass.
Menu. A PDF that is hard to open on a phone became tonight's plates from the pass, each with a line that makes you want it.
A plain About us paragraph, above the Atelier Mercer chef page: Meet Chef Théo Marchand.
About. A paragraph became the chef's story and the philosophy behind every plate, the part guests remember and come back for.
A reservations page with only a phone number, above the Atelier Mercer page where a table is reserved in three taps.
Reservations. "Please call us" became a table in three taps, at any hour, confirmed on the spot.
A daily specials page that says ask your server, above the Atelier Mercer Chef's Tasting page for Tuesday nights.
Specials. "Ask your server" became a night worth planning ahead: the Chef's Tasting, five courses, Tuesdays only, bookable from the page.
A gallery of three small photos, above the Atelier Mercer room page: the pour, the plate, the room.
Gallery. Three small photos became the feeling of the room: the pour, the plate and the light, so guests can picture their evening before they book.

The quietest night of the week

The brief: "Fill 60 seats on a Tuesday night in January. Without a discount, and without cheapening the room." A Tuesday in January is about as quiet as a restaurant gets.

A discount was off the table, so Tuesday got a reason of its own: the Chef's Tasting, five courses, Tuesdays only. The video lingers on everything a guest can't get at home: the sear, the pour at the table, the chef's last touch on every plate. A dinner club chat puts the viewer in the room, planning next Tuesday with their own friends. It ends on the step that fills the seats: the reservation card, with only two tables left this Tuesday.

Atelier Mercer: Tuesday nights, by the chefThe brief: fill 60 seats on a Tuesday night in January, without a discount. The answer: the Chef's Tasting, five courses, Tuesdays only, shown so guests crave it, with a dinner club chat and a reservation card with two tables left.
Atelier Mercer: the reelThe scallops seared, plated and served, made for Instagram and TikTok.

The restaurant film

Atelier Mercer: Friday at 8:30. The restaurant film: the chef's story, a table for four, Hokkaido scallops seared to order, the etched glass, a couple turned away at the door, and the last two tables reserved in three taps.

What we make for restaurants

  • A website with the menu, the chef's story and a table booked in three taps, at any hour
  • A menu and Google profile written so Google, ChatGPT and Maps can recommend the dishes
  • Restaurant films and reels for social media
  • Reservations, reminders, birthday and next-visit messages that bring guests back
  • An AI phone receptionist that answers and books when nobody can pick up

See everything on the hospitality and restaurants page, or read how to get your restaurant found in Google and recommended by AI.

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