Nightjar brings Love Tilly Group venues into single digital platform

Digital product studio Nightjar has launched a new platform for Love Tilly Group, bringing 11 of Sydney’s wine bars, restaurants and bakeries into a single digital destination.

The group operates Love, Tilly Devine, Dear Sainte Éloise, Ragazzi Wine + Pasta, Palazzo Salato, Letra House, four Fabbrica pasta bars and two Fabbrica Bread Shop bakeries.

Until now, each venue had operated its own standalone website, making cross-group discovery harder for guests and more complex for the business to manage internally.

Nightjar was briefed to build a platform that brought the group together without flattening the individual character of each venue.

The new architecture places the Love Tilly Group masterbrand above the portfolio, while each venue retains its own identity, voice and booking flow. It has also been designed so new venues can be added more easily in future.

The platform gives Love Tilly Group a more unified digital structure across bookings, private dining, gift vouchers, careers and cross-promotion between venues.

Cross-sell prompts are built throughout the site to help guests discover other venues within the group. The platform also puts more focus on private dining and group bookings, with venue capacities and set menu options presented more clearly.

A unified gift voucher experience has also been introduced, allowing customers to buy across the group rather than through individual venue sites.

Matt Swieboda (pictured left), co-founder of Love Tilly Group, said the group’s digital presence had become harder to navigate as the business expanded.

“Since 2010, we’ve been creating venues that each have their own personality, their own menus, teams and regulars. As we’ve grown, we found our digital presence had become difficult to navigate, and it was time to bring everything together under one Love Tilly Group platform,” Swieboda said.

“We’d like guests to easily find information about their favourite bar or restaurant, while also discovering somewhere new. Nightjar understood what we needed, and have delivered a beautiful, functional site without making it feel corporate. The result feels like us: considered, curious and genuinely inviting.”

The platform’s design draws on digital and physical archives from the group’s venues, with photography used heavily across oversized interactive image modules.

It also includes a dedicated careers section designed to present Love Tilly Group as a hospitality employer across multiple venues, with a focus on craft, community and long-term career paths.

Ahmed Meer, chief product officer at Nightjar, said the challenge was to create a platform that respected the venues’ individual followings while opening up the broader group.

“The challenge with a collection like Love Tilly Group is that the venues aren’t just brands - they’re places with history, personality and genuine followings,” Meer said.

“Our job was to build a platform that earns the trust of those existing communities while opening a door to the wider group. The master architecture, the archive-inspired design direction, the way private dining and gift vouchers are integrated rather than tucked away - all of it is designed to turn a single visit into an ongoing relationship with the group.”