Listening to the needs of a loyal fanbase.
Everyone has a specialty, and Rachels is all about making great food. However, growing their business required some help beyond the kitchen. We started with the menu – shifting its size to be more approachable and efficient for new and existing customers.
A pared-down menu still needed to be paired up with a revitalized web presence, and that required taking a deeper look at emerging trends, habits, and best practices in the industry.
A stronger digital foundation to build on.
The pandemic illustrated to all businesses, including Rachels, the importance of a robust online presence. Simplicity and accessibility were missing, which we put at the forefront of our UX Strategy. Clearer navigation and more seamless integrations with existing ordering apps vastly improved the user experience, while implementing a detailed nutrition calculator and intuitive location finder, and improving page loading speeds kept the fast in fast food.
A picture says 1000 words.
A popular saying among chefs is, you eat with your eyes first. That one insight inspired the photography for the whole website and web application. Without visually tasty images to complement each dish, a customer can long forget savoury scents and delicious flavours once they’ve completed their visit.
In collaboration with KC Kratt, we established a photography guide and crafted high-quality photos that piqued curiosity and appetite.
Reassuring restaurant goers.
Transparency is essential nowadays – especially for restaurants. If the tuna isn’t tuna, people will find out because they’re more curious than ever about dietary details.
Designing and developing a custom, user-friendly nutrition calculator showed customers that Rachels had nothing to hide. Calorie-conscious foodies could make sure their meals satisfied them, both mentally and physically. There are no surprises, just peace of mind with every order.
WEB APP DESIGN
Enhancing the ordering experience.
Ordering face-to-face feels old fashioned when everything can be done from your phone – which meant Rachels needed to be accessible in the palm of its customers hands. Understanding the challenges, opportunities, and goals for taking customer ordering off of 3rd party apps like ChowNow and UberEats, required a deep dive into the customer’s brain, to understand their online behaviours and interests.
Through low fidelity prototyping and testing, and User Experience Strategy, we designed an ordering app for both Desktop and Mobile that allows Rachels to continue to expand its customer base beyond this generation of hungry patrons.
With a new website successfully rebuilt and migrated from Squarespace, Rachels is ready for digital growth, but their work is far from finished.
Future initiatives – such as user testing, A/B testing, analytics tracking and reporting, and heat-mapping – are just the beginning of what comes next for this growing chain. We’re confident that innovation and collaboration will continue to fuel Rachels, and optimize their online performance for years to come.