BRIEF

To provide a refreshed, mobile-first brand website and Click & Collect website that is more aligned with the F&B brand personality (design and tone of voice) including; a new  menu template on the website that is easier to navigate and showcases food in a more inspiring, visual way, new templates for restaurant search and local restaurant pages that are optimised for local search and drive guests to online ordering and table bookings

 

The menu section is one of the most visited areas of the website but was uninspiring and difficult to navigate (bounce rate was at approx 50%). Food quality perception was one of the key barriers for F&B which resulted in lost customers. The menu section needed to be overhauled to support the launch of the new menu in April 2021. The website needed to more clearly signpost users through to C+C, delivery and table bookings. Removing points of friction throughout the online experience ensured we maximised conversions and encouraged repeat usage. ​