Status:
Online
Client:
PopMenu
Established:
2022
URL:
Location:
CA, USA
Project Scope:
Website Dev & Design, UX Strategy, OLO Integration, Local SEO, Event Management
Alvaro Morales
- Residence:Honduras
- City:San Pedro Sula
- Gender:Male
- Age:29
- Spanish:Native
- Englsih:C2 Proficient
- German:B2
- French:A1
Cork N Brew
eCommerce, Mexican Food, Restaurant Sites
Project Overview
A Digital Launchpad for San Diego's Newest Hangout
Established in 2022, Cork N Brew quickly became a local favorite for its laid-back atmosphere, craft beer, and comfort food. However, as a new player in the competitive San Diego hospitality scene, they faced a significant hurdle: they had no digital footprint. The owners needed a website that could legitimize their brand and handle complex operations—from catering to hiring—without losing the neighborhood charm that defined them.
The mission was to build a polished, professional platform from the ground up. We needed to translate their communal, "come as you are" energy into a sleek, mobile-first experience that drove online orders and private event bookings while capturing the attention of both locals and tourists in the Gaslamp Quarter.
Challenges & Goals
The Challenges
The Cold Start: With no existing site and limited brand assets, we had to build a credible identity from scratch in a saturated market.
Operational Balancing Act: The site needed to funnel traffic for widely different needs—ordering food, booking events, and recruiting staff—without cluttering the navigation.
Local Discovery: Being a newer establishment, the restaurant was invisible to search engines for critical "near me" queries.
The Goals
Mobile-First Usability: Design a frictionless experience for tourists and locals browsing on phones while exploring the city.
Brand Authority: Establish a professional yet approachable digital presence that validated the restaurant as a premier destination.
Traffic Segmentation: Create clear, distinct user pathways for Revenue (Orders/Events) and Operations (Hiring).
Strategy & Approach
Phase 1: Visual Identity & Voice
To mirror the bold, handwritten style of the Cork N Brew logo, we integrated specific Google Fonts (notably Dancing Script for headers) to create a consistent visual language. The layout was designed to be sleek but welcoming, using hero imagery to immediately communicate the "comfort food and craft brew" vibe.
Phase 2: Operational Architecture
We avoided the "kitchen sink" approach. Instead, we architected dedicated landing pages for specific business functions. Catering and Private Events were given their own inquiry funnels to capture high-value leads, while Hiring was separated to keep the consumer journey focused on food and drink.
Phase 3: Local SEO Implementation
We built the site to be found. We implemented a robust local SEO strategy, optimizing page titles, meta descriptions, and on-page copy for high-intent keywords like "casual restaurants San Diego" and "private event space near Gaslamp Quarter," ensuring the brand appeared in local map packs.
Solutions Delivered
| Area | Highlight |
|---|---|
| Visual Design | Implemented a mobile-first layout with custom CSS and Dancing Script typography to match the brand's handwritten logo. |
| Commerce Engine | Seamlessly integrated Online Ordering (OLO) and Digital Gift Cards to drive immediate and future revenue. |
| Event Management | Built custom landing pages for Catering and Private Events with tailored forms to streamline booking inquiries. |
| Local SEO | Optimized site structure and content for "San Diego craft beer" and "Gaslamp Quarter" search terms. |
| Recruitment | Developed a dedicated Hiring Page to support staffing needs without distracting dining customers. |
Results & Impact
Clark
Manager
“Showcasing our rotating tap list is so easy now with the new CMS. The design strikes the perfect balance between a coffee shop and a taproom.”
100%
Digital Launch
Successfully established a full digital ecosystem from scratch, moving the brand from "hidden gem" to discoverable destination.
Top Ranking
Local Visibility
Strategic keyword implementation rapidly improved visibility for "near me" searches in the competitive San Diego market.
Improved Flow
Operational Efficiency
Segmented pages for Ordering, Events, and Hiring streamlined operations, ensuring the right inquiries reached the right staff.
Screens & Layouts
Kevin
Owner
“I finally feel like our website works as hard as our kitchen.”
