Case Study: Redesigning Marty’s Burger Cafe Website

Client: Marty’s Industry: Quick-Service Restaurant (QSR) Business Type: Burger Cafe Project Scope: Redesign of Marty’s website with a focus on online ordering, brand awareness, and franchise opportunities.

Marty’s is a fast-growing burger cafe chain that started in 2021 and has quickly expanded to four locations. With plans for further growth through franchising, the business needed a redesigned website to support three primary goals:

Increase direct online orders from customers for delivery and pickup.

Attract potential franchisees interested in owning and operating Marty’s locations.

Build brand awareness to establish Marty’s as a go-to burger destination.

In addition to these goals, Marty’s website needed to showcase its delicious menu, provide an easy-to-navigate user experience, and include visual elements aligned with its brand identity.

I created a responsive website designed to meet Marty’s key objectives while offering a seamless user experience across all devices. The website was built with a strong focus on user interaction, brand presentation, and conversion optimization for both customers and potential franchise partners.

Here’s a breakdown of the design and development approach:

1. Increase Direct Online Orders:

Online Ordering Integration: The home page was designed to include a prominent call-to-action (CTA) for online orders. A "Order Now" button was placed in the hero section to drive conversions.

Seamless Menu Access: The menu page was streamlined to provide users with easy access to Marty’s offerings, ensuring that browsing and placing orders could be done in just a few clicks. The menu was organized to highlight Marty’s bestsellers and allow for quick ordering.

Optimized for Mobile Users: Given the growing trend of mobile food ordering, the site was optimized for mobile devices, ensuring a smooth ordering process on smartphones and tablets.

2. Attracting Franchisees:

Franchise Information Page: I created a dedicated franchise page that details the benefits of franchising with Marty’s. The page includes:

Clear messaging on why owning a Marty’s franchise is a smart investment.

A form to field interest from potential franchise owners.

Testimonials from existing franchisees to build credibility.

A franchise process overview to guide interested parties through the next steps.

Lead Generation Form: A simple and easy-to-use contact form was integrated into the franchise page to gather leads from prospective franchisees.

3. Brand Building:

Visual Identity: The website was built using Marty’s existing logo and branding assets (black, white, red and yellow colours) to maintain brand consistency. The visual design reflected the brand’s fun and energetic identity, with modern, bold fonts and high-quality images from the client’s photoshoot.

Photography Integration: I incorporated high-quality images from Marty’s photoshoot into the site’s design to make the brand come to life. These images highlighted Marty’s signature burgers and fun atmosphere, making the site visually appealing and engaging for users.

About Page: The about page was crafted to tell Marty’s story—from its launch in 2021 to its rapid growth. This page emphasized Marty’s commitment to quality, fresh ingredients, and unique customer experiences, helping potential customers and franchisees understand what sets the brand apart.

4. Simple and Effective Navigation:

The website was structured with user-friendly, clear navigation to ensure easy access to key information. This included Home, About, Menu, Franchise, and Contact pages.

Contact Page: The contact page provided users with simple ways to get in touch, including a contact form, phone number, and links to Marty’s social media channels. This page was designed for ease of use and to encourage customer interaction.

5 fully designed and responsive pages (Home, About, Menu, Franchise, Contact)

Online ordering CTA integrated prominently on the homepage

Mobile-first design for seamless ordering on any device

Franchise page with a lead generation form to attract new franchise owners

High-quality visuals from Marty’s photoshoot to make the site visually engaging

Simple navigation with clear, bold CTAs for easy user interaction

The redesigned website provided Marty’s with an enhanced online presence that met their three key goals of increasing online orders, attracting franchisees, and building brand awareness. The modern design, user-friendly layout, and integration of high-quality visuals helped showcase Marty’s as a rapidly growing brand, making it appealing to both customers and potential franchise owners.