Tine Brands Ireland: a multi-brand restaurant website built to scale

Tine Brands runs four quick-service restaurant brands, from Southern fried chicken to hearth-baked pizza, under one corporate roof. For Ireland, the parent brand needed a digital home that felt as warm as the food and could handle the complexity of an enterprise restaurant group. As a multi-brand restaurant digital agency, we delivered the brand identity, a modular design system and 16 page templates. Together they cover the brand portfolio, newsroom, franchising, careers and impact, all built to scale across every market Tine serves, starting with Dublin.

Project facts

• Client: Tine Brands Ltd, registered in Ireland (fictional)
• Sector: Multi-brand quick-service restaurants
• Markets: Dublin headquarters plus brand support centres in Cork, Galway and Limerick; restaurants in more than 120 countries
• Services: Market localisation · Copywriting · Brand adaptation · Restaurant group website design · Accessibility (WCAG 2.2 AA) · SEO foundations
• Templates: 42 page templates shared with every Tine Brands edition
• Stack: Hand-built HTML, CSS and vanilla JavaScript; one strings file and one theme file per market

The brief

An Irish restaurant group site that reads as home-grown

The biggest risk for an Irish edition is inheriting the US one: dollars, US states, US legal language. Tine Ireland keeps British spelling but replaces every place, price, law and habit with an Irish one. The headquarters move to Dublin, the brand origin stories move to Dublin, Cork and Galway, and the numbers are in euro. The site is built for franchise partners, job seekers, journalists and investors who need a clear path to what they need, and for a group that wants to roll out to new countries with copy changes instead of a redesign.

Designing for Ireland

What actually changed between the US and this edition

• Headquarters - US edition: Austin, Texas · Ireland: Dublin, Ireland
• Brand origins - US edition: US cities · Ireland: Goldcrest outside Dublin, Kilnhouse in Cork, Ridgeway in Galway, Sol y Masa in Dublin
• Currency - US edition: $48B system sales, $1.9B quarterly · Ireland: €48B system sales, €1.9B quarterly
• Address - US edition: US address · Ireland: 14 Merrion Square, Dublin 2, D02 X285
• Legal entity - US edition: US corporation · Ireland: Tine Brands Ltd, registered in Ireland
• Institutions - US edition: US education and training references · Ireland: National Restaurant Education Fund, University College Dublin
• Dates - US edition: US date format · Ireland: 18 September 2026, 24-hour clock
• Look - US edition: Cream, charcoal, paprika red, saffron · Ireland: Soft cream, sand, ink, chestnut brown and olive; Literata + Public Sans

stills/ (to record)

Brand adaptation

The same Tine Brands, with a local accent

Chestnut brown carries the interface; olive brings depth in light sections, and saffron takes over on dark panels so every pairing passes WCAG AA. Literata gives headlines a bookish, literary tone; Public Sans keeps forms and navigation plain. The wordmark keeps the Brands descriptor.

Homepage and key journeys

The hero opens on a Dublin cafe interior with Find the place that feels like yours. Proof points are restated for Ireland (€48B in system sales, 4 brands, 16 templates), and the brand cards cover Goldcrest, Sol y Masa, Kilnhouse and Ridgeway. The most distinctive flow is the brand theming: each brand page inherits a single colour token, so the stats band, pull quotes and hover states shift colour automatically. A fifth brand needs one new colour value, not a redesign.

Compliance, accessibility and trust

• Privacy notice under the GDPR naming Tine Brands Ltd (registered in Ireland) as controller, with the route to the Data Protection Commission.
• Cookie policy with opt-in consent and Reject all as prominent as Accept all.
• Footer with an Irish company line, CRO number and IE VAT number; no US regulators or schemes.
• Passes automated WCAG 2.2 AA checks on every page at 360, 390, 768 and 1440 px: no contrast failures, no unreachable controls, no horizontal scrolling.
• A language switcher built from hreflang sits in the header on desktop and in the footer on phones.

One system, twelve markets

Every visible string lives in one file per market, and every colour and typeface in one theme file. This edition needed no new templates or components: a strings file, a theme, regional photography and local legal content made it a different brand experience. For a restaurant group with international plans, a new market becomes a content project rather than a rebuild.

Deliverables

• Market profile: language, formats, legal and seasonality
• Full localised copy across 42 templates, header, footer and forms
• Brand adaptation: palette, type pairing and logo descriptor
• 29 regional photographs (Pexels, credited in credits.json)
• Local legal content
• Accessibility pass (WCAG 2.2 AA, automated) and QA at four screen widths
• Portfolio media: stills, full-page captures, scroll video, OG image, brand board