Conversion Pipeline and Metropolitan Hospitality Group roll out a faster, easier-to-manage site, built for guests and AI-driven search, at a new address that reflects Open Road's growth.
MERRIFIELD, Va., Nov. 6, 2026 /PRNewswire-PRWeb/ -- Metropolitan Hospitality Group (MHG) and Conversion Pipeline today announced the launch of a new website for Open Road, MHG's Americana-inspired restaurant, along with a move to a new domain: eatopenroad.com. The redesigned site gives guests a faster path to menus, reservations, and online ordering at every location, and gives Open Road's team a simpler way to keep it all current as the brand grows across the Washington, D.C., metro area.
The new domain replaces openroadgrill.com and better reflects Open Road as it has evolved: a multi-location restaurant brand known for its food, craft cocktails, brunch, live music, and events. It also brings clarity to the Open Road family. Open Road Restaurant & Bar and Open Road Distilling Co. in Reston are two distinct brands, and the new domain gives each its own home online: the restaurants at EatOpenRoad.com, and the distillery and its spirits at openroaddistillingco.com.
Open Road opened its first location in Merrifield in 2013 and has since expanded to Rosslyn, Reston Town Center and, most recently, Tysons, where Open Road Outpost & Biergarten opened at The Boro in September 2026. In early 2027, Open Road will open its first Maryland location at The Collection at Chevy Chase, where MHG is also opening Cove Café & Wine Bar, its newest concept. With each location offering its own menu, hours, events and private dining options, the brand needed a website that could scale with it.
Conversion Pipeline designed and built the new site around three priorities:
- A better guest experience. Clear location pages, mobile-first navigation and streamlined paths to reserve a table, order online, book a large party or event, and buy gift cards.
- Easier management for site administrators. An intuitive content management setup lets Open Road's team update menus, hours, specials and events at each location without developer support, so new locations can be added quickly.
- Built for AI-driven discovery. The site uses structured data, location-specific content and a clean technical foundation so search engines and AI answer tools, including Google AI Overviews, ChatGPT and other assistants, can accurately surface Open Road's locations, hours, menus and offerings when diners ask where to eat.
"Open Road has built something special in the D.C. area, and its digital presence needed to keep pace with that growth," said Michael Delpierre, CEO of Conversion Pipeline. "Moving to eatopenroad.com gives the brand a name that fits where it's headed, and we managed the migration carefully so Open Road keeps the search visibility it has earned. More diners now find restaurants through AI assistants and conversational search, so we built this site to show up accurately wherever guests are looking, turn that interest into reservations and orders, and be easy for the team to run as they open new locations."
"Open Road started as a single restaurant in Merrifield and has grown into a brand guests across the D.C. area make part of their week. We wanted a website that delivers the same experience guests get in our dining rooms," said Matt Carlin, President and Co-Founder of Metropolitan Hospitality Group. "EatOpenRoad.com gives every location a home built for how people discover restaurants today, and it's a platform that will scale with us as we open in Chevy Chase and beyond. Conversion Pipeline took the time to understand our brand and delivered a site that works as hard as our teams do."
The new Open Road website is live now at eatopenroad.com.
About Open Road and Metropolitan Hospitality Group
Open Road is an Americana-inspired restaurant and bar celebrating American culture through crave-worthy American food, craft cocktails, live music and the spirit of the open road. Open Road serves guests in Merrifield, Rosslyn, Reston Town Center, and Tysons, with a new location coming to Chevy Chase, Md., in early 2027. Its sister brand, Open Road Distilling Co. in Reston, makes American Vodka, American Gin, Eagle Eye Rye and Independence Bourbon, along with two ready-to-drink cocktails: Maple Old Fashioned and Espresso Martini. Open Road is part of Metropolitan Hospitality Group, a locally owned and operated restaurant group founded in 2005. MHG's portfolio also includes CIRCA Bistros, Él Bebe, TRIO Grill, SALT, Heirloom and Locket, along with Cove Café & Wine Bar, MHG's newest concept, coming to The Collection at Chevy Chase. Visit Open Road at eatopenroad.com and learn more about MHG at eatmhg.com.
About Conversion Pipeline
Conversion Pipeline is an award-winning digital marketing agency that turns marketing into predictable revenue growth. Founded in 2009, with offices in Fairfax, Virginia, and Nashville, Tennessee, the agency delivers AI-powered SEO and AEO, paid advertising, web design and development, analytics, HubSpot and revenue operations services. Conversion Pipeline is a HubSpot Platinum Solutions Partner and has been a Google Partner since 2012. Learn more at conversionpipeline.com.
Media Contact
Sam Collingwood, Conversion Pipeline, 1 877-877-0541, scollingwood@conversionpipeline.com, https://conversionpipeline.com
Alex Delpierre, Metropolitan Hospitality Group, 1 703-876-6060, adelpierre@eatmhg.com, https://www.eatmhg.com
SOURCE Conversion Pipeline
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