Status:
Offline
Client:
PopMenu
Established:
2024
URL:
Location:
AZ, USA
Project Scope:
Domain Strategy, Website Design, Brand Storytelling, Local SEO
Alvaro Morales
- Residence:Honduras
- City:San Pedro Sula
- Gender:Male
- Age:29
- Spanish:Native
- Englsih:C2 Proficient
- German:B2
- French:A1
Original Biscuits Ahwatukee
Breakfast, Dessert, eCommerce, Restaurant Sites
Project Overview
Serving Honor with Every Meal
Original Biscuits Ahwatukee, a veteran-owned breakfast staple in Phoenix, needed a digital home that reflected their warm, homestyle cooking and deep community values. Starting from scratch with no online presence, the owners sought a clean, welcoming platform to distinguish themselves from similarly named competitors in the region. Although the client ultimately decided to take the website offline a few months post-launch to focus on other operational priorities, the project successfully established their initial digital footprint.
The mission was to translate the comfort of a "farmhouse kitchen" into a digital experience. We aimed to build a site that not only showcased their menu but also highlighted their military background, creating a narrative connection with local families and veterans.
Challenges & Goals
The Challenges
Identity Confusion: Without a website, the restaurant struggled to distinguish itself from other "Biscuit" brands in Arizona; securing a unique domain was critical.
Visual Alignment: The client wanted to avoid the "corporate" look, desiring a specific "Henhouse Café" aesthetic—warm, simple, and clutter-free.
Narrative Gap: Their status as a veteran-owned business was a key differentiator but was completely missing from their marketing materials.
The Goals
Domain Strategy: Secure originalbiscuitsaz.com to cement their specific location and brand identity in search results.
Farmhouse Aesthetic: Implement a light, accessible design using their brand yellow to evoke morning cheerfulness.
Story Integration: Build a custom "About" page that explicitly honors their military service and commitment to the veteran community.
Strategy & Approach
Phase 1: Domain & Discovery
We began by securing a domain that was both SEO-friendly and distinct: originalbiscuitsaz.com. This strategic choice immediately separated them from competitors and signaled local relevance to search engines.
Phase 2: Modern Farmhouse Design
To capture the requested "Henhouse Café" vibe, we utilized a clean, whitespace-heavy layout accented by the brand’s signature Yellow (#ffe61c). We employed round image vignettes (circles) to soften the visual edges, creating a friendly, approachable user interface that mirrored the comfort of their food.
Phase 3: Community-First Content
We didn't just write copy; we told a story. The "Our Story" page was crafted to detail the owners' military service and their dedication to honoring veterans with discounts. We optimized all content with local keywords like "home-cooked breakfast in Ahwatukee" to drive hyper-local traffic during the site's active period.
Solutions Delivered
| Area | Highlight |
|---|---|
| Domain Strategy | Secured and configured a unique, location-specific domain to resolve brand confusion in the local market. |
| Visual Design | Executed a "Modern Farmhouse" aesthetic with custom SCSS styling and round image vignettes for a soft, welcoming look. |
| Brand Storytelling | Developed a custom "About" section that effectively communicated the Veteran-Owned narrative and values. |
| Local SEO | Implemented on-page optimization targeting "Ahwatukee breakfast" to capture neighborhood foot traffic. |
| Accessibility | Built a fully responsive mobile layout ensuring the menu was legible on all devices for older demographics. |
Results & Impact
Lloyd
Owner
“We’ve seen a noticeable increase in foot traffic thanks to the localized SEO improvements. The site captures our homestyle vibe perfectly.”
1 New Brand Identity
Established Presence
Successfully secured a unique domain and design language that separated the restaurant from competitors during its launch phase.
100% Mobile Optimized
Accessible UX
Delivered a fully responsive site that allowed customers to easily access menus and location data on any device.
1st Page Potential
SEO Foundation
The site structure and keyword strategy provided the initial lift needed to rank for niche "Veteran Owned" and "Breakfast" searches.
Screens & Layouts
Kevin
Owner
“I finally feel like our website works as hard as our kitchen.”
