Serving Up WordPress Scalability for Dedes Waterfront Group
Key Outcomes
A digital upgrade across seven venues, bringing premium waterfront dining experiences to life online with a unified, scalable WordPress platform
Overview
Flawless Front-of-House, Fragmented Back-of-House
Dedes Waterfront Group is known for delivering exceptional food, service, and unforgettable waterfront venues across Sydney. But while the guest experience was seamless, the digital experience wasn’t.
Each venue had its own website, its own backend, and its own set of rules, making it difficult for the team to maintain brand consistency, launch new promotions, or support business growth online.
They needed a network of premium, high-performing websites that felt unique to each venue but could be managed as one.
- Fragmented website management: Every venue had its own backend, causing admin headaches, content delays, and inconsistent performance.
- Inconsistent branding and UX: Design, layout, and user experience varied between sites, weakening the group’s overall digital presence.
- No scalability: Launching new venues meant starting from scratch, slowing down expansion and increasing costs.
- Missed marketing opportunities: Without a shared system, it was hard to coordinate promotions, track results, or build a cohesive SEO strategy.
From the Client
Issy Storr
Dedes Waterfront Group
Have loved working alongside the team at SGD to assist with our online presence and website! Great to deal with and super helpful.
The Solution
A Scalable, Centralised WordPress Network Built for Growth
SGD worked closely with Dedes Waterfront Group to create a unified digital ecosystem that balances individuality for each venue with a centralised, streamlined backend. Our approach allowed the Dedes team to manage all websites from a single portal while maintaining the unique identity and experience of each location.
Design-Driven Websites for Each Venue
We built seven custom websites, each tailored to the unique brand, menu, and experience of its venue, while still aligning with Dedes Waterfront Group’s premium positioning.
Each site includes:
- A custom homepage and menu structure
- Mobile-first, performance-optimised design
- Event and function pages with integrated enquiry forms
One Backend, Many Sites
Powered by WordPress Multisite, all websites are managed from a single backend login, making updates faster and more efficient for the team.
This centralised setup allows Dedes to:
- Post content across multiple sites from one place
- Use the same editor and plugin set for all venues
- Roll out branding or technical changes instantly across the group
Shared Core Functionality
To reduce admin time and improve consistency, we introduced a shared infrastructure across all sites:
- Common plugins and templates for faster updates and improved security
- One login for all admins to simplify internal workflows
- Unified hosting and backups for easier maintenance
Flexible Content Templates and Site Structure
We developed reusable templates for key pages: Promotions, Private Events & Weddings, and Restaurant Menus.
This allowed the Dedes team to easily replicate layouts across venues and maintain consistent user journeys.
Centralised ‘What’s On’ Management
Venue managers can post events or announcements once and choose which venue sites to display them on, ensuring consistent messaging while saving time.
Ready for Growth
New venue websites can be cloned and launched in hours, making it easy to support expansion.
This multisite setup also enables:
- Cross-site SEO strategies
- Faster rollout of features or design updates
- Reduced development costs over time
The Result
A Recipe for Digital Efficiency and Long-Term Growth
The new multisite ecosystem has transformed how Dedes Waterfront Group manages its online presence, delivering a premium customer experience while making internal operations more efficient.
7 venue websites, one login
Centralised content management has reduced admin effort and enabled faster updates.
Stronger marketing performance
Shared tools and SEO structures are driving more traffic and enquiries, especially for events.
Improved brand consistency
Each site reflects the individual venue while aligning to the overarching Dedes brand.
Scalability for future growth
New sites can be launched quickly, and improvements roll out across the group with minimal effort.
