Status:
Offline
Client:
PopMenu
Established:
2024
URL:
Location:
TX, USA
Project Scope:
Branding Strategy, Website Design, OLO Integration, Merch Store Setup
Alvaro Morales
- Residence:Honduras
- City:San Pedro Sula
- Gender:Male
- Age:29
- Spanish:Native
- Englsih:C2 Proficient
- German:B2
- French:A1
Uncle G’s Crispy Chicken & Seafood
Chicken, eCommerce, Restaurant Sites, Seafood
Project Overview
Bringing Detroit Flavor to Houston
Uncle G’s is a bold ghost kitchen concept introducing Houston to authentic Detroit-style crispy chicken, famous for its signature "Crack Dust" seasoning. Launching a brand without a physical dining room meant the digital experience had to carry the entire weight of the business. The client needed to translate the legacy of Gregory A. Brooks ("Uncle G") into a modern, scalable platform that could build community trust before the first wing was even fried.
The mission was to build a digital flagship, not just a menu. We needed to design a high-octane, mobile-first website that balanced the heartfelt story of the founder's legacy with the aggressive functionality required for a ghost kitchen—driving orders, catering leads, and merchandise sales from Day 1.
Challenges & Goals
The Challenges
The Ghost Kitchen Dilemma: Without a physical storefront, the website had to serve as the host, server, and ambiance.
Visual Constraints: We faced a strict two-month launch timeline with specific typographic requirements but zero professional food photography, necessitating a strategic stock asset approach.
Legacy vs. Modernity: The brand needed to honor a specific family history while functioning as a sleek, modern e-commerce engine for food and merch.
The Goals
Brand Distinctiveness: Implement a custom typographic system (using fonts like Hogfish and AEGIS) to establish a unique Detroit-meets-Houston visual identity.
Scalable Operations: Build a robust architecture that supports Online Ordering, Catering, and third-party delivery links immediately.
Story Integration: Dedicate significant real estate to the "About Us" narrative to humanize the ghost kitchen and build emotional connection.
Strategy & Approach
Phase 1: Bold Typography & Palette
To cut through the noise of the QSR market, we established a high-contrast palette of Electric Blue (#0176b6), Black, and White. We went beyond standard web fonts, using Custom CSS to integrate a unique typographic stack (AEGIS, Hello Mickeys, Hogfish) that gives the site a loud, confident "Detroit Soul" personality.
Phase 2: Mobile-First Commerce
Recognizing that 90% of ghost kitchen traffic is mobile, we designed the user journey for thumb-friendly navigation. The hero section features vibrant Calls-to-Action for "Order Now," while the footer acts as a utility hub with social icons and essential links. We also integrated Printify to launch an online merch store alongside the food menu.
Phase 3: Narrative & SEO
We curated stock imagery that matched the specific texture of Detroit soul food to fill the gap left by missing assets. Simultaneously, we built a robust "About Us" page to tell Uncle G's story, optimizing the entire site with cuisine and location-specific keywords to ensure local discovery upon launch.
Solutions Delivered
| Area | Highlight |
|---|---|
| Custom Branding | Integrated a complex custom font stack via CSS to ensure the brand's unique typographic voice rendered correctly on all devices. |
| Commerce Hub | Centralized revenue streams by linking internal Online Ordering, third-party delivery apps, and a Printify merch store. |
| Mobile UX | Designed a responsive, app-like interface optimized for the "on-the-go" ordering behavior typical of ghost kitchen customers. |
| Talent Pipeline | Built a dedicated "Hiring" page to help the business recruit staff during the critical pre-launch phase. |
| Visual Strategy | Curated high-quality stock photography that aligned with the final menu items, ensuring a polished look despite asset delays. |
Results & Impact
Gregory
Owner
“Our combo meals are finally easy to configure online thanks to your UI work. Sales have gone up 20% since the launch.”
100%
Mobile Optimized
The site delivers a seamless, app-like experience critical for a business model that relies entirely on digital orders.
Brand Readiness
Pre-Launch Leads
The platform allowed the team to capture hiring inquiries and build community interest well before the grand opening.
Scalability
Future-Proofed
With built-in modules for catering and merchandise, the site is architected to support the brand's growth beyond just food delivery.
Screens & Layouts
Kevin
Owner
“I finally feel like our website works as hard as our kitchen.”
