Website Development

Jinjuu is the go-to destination for both traditional and contemporary street food, located in the heart of London’s Soho.

A WordPress multi-site implementation

Jinjuu is London’s premier Korean food restaurant and has established itself as the go-to destination for both traditional and contemporary street food, located in the heart of London’s Soho.


Jinjuu came to us to discuss a number of key issues associated with their digital platform. Their existing content management system didn’t allow them to make changes or edits to pages easily or efficiently.
This was hampering their marketing efforts and causing problems when running campaigns. They were also keen to move to a new platform to improve organic SEO, social sharing and the mobile responsiveness of the site.
In addition to this, they were keen to improve their overall look and feel.

Approach and Technology

Drawing on our extensive knowledge and experience from across the restaurant and hospitality sector, delivering new platforms for Carluccios, Yo! Sushi, all of the Whitbread chains and Wetherspoons, we were able to instantly understand each element of the project brief.
Our recommendation was to use WordPress. We felt it would effectively deliver the solution they needed and would allow us to build a new brand experience.


Pivotal to the restaurants digital experience is the food – and with Jinjuu being the premier Korean restaurant brand in the UK, we weren’t short of stunning imagery and fantastic videos showing the delights of the à la carte menus.
We decided to use strong header images for each page, and to fade in food images as the user scrolled. Menu pages use photos of Korean dishes to denote the different categories and the About page provides detailed information on the key staff in the restaurant.


We also needed to cater for multiple restaurants; including Jinjuu Hong Kong. The brand needed the ability to treat each restaurant as a separate section of the site, with its own navigation, pages and content.

We managed this through the use of global settings and local content. It means that each restaurant can use the same templates but offer different menus or contact details.


As part of the platform switch, we also moved it so that it was hosted in London (closer to the core audience) and on the scalable infrastructure at WP Engine. Four weeks after launch, we were glad we’d made the change, when an episode of Celebrity Masterchef, filmed at Jinjuu Mayfair, sent visits to the site through the roof and increased bookings tenfold. The platform coped without even a wobble.
We loved the experience of building the new Jinjuu site and have had a part to play in over 13,000 bookings and 150,000 menu views.
Due to the good performance of the site we have subsequently built websites for Babbo and for Seoul Bird, a new Korean concept, which is coming to Westfield soon.

“The benefit of migrating Jinjuu to WordPress was the control that we gave their marketing team to edit the content on their sites. Previously, they were limited to modifying minimal items of text; with WordPress, they now have full control over their site look and feel and can add and edit content as they need to.”

Paul Halfpenny

Filter Digital, CTO