Status:
Offline
Client:
PopMenu
Established:
2025
URL:
Location:
NJ, USA
Project Scope:
Website ReDesign, CMS Migration, Local SEO, Custom CSS Development
Alvaro Morales
- Residence:Honduras
- City:San Pedro Sula
- Gender:Male
- Age:29
- Spanish:Native
- Englsih:C2 Proficient
- German:B2
- French:A1
Brandon’s Donuts
Dessert, eCommerce, Restaurant Sites
Project Overview
Sprinkling Technology onto Tradition
Brandon’s Donuts had won the hearts of Hoboken with its cheerful branding and custom treats, but their digital presence was stuck in the past. The existing site was a static "brochure" that lacked mobile responsiveness and, crucially, online ordering capabilities. The owners needed to modernize operations without losing the playful soul of the brand.
The mission was to migrate the business to a powerful CMS (Popmenu) to centralize menus, reviews, and marketing. We needed to replicate their beloved "sprinkle-dot" aesthetic within a rigid component system while unlocking new revenue streams through e-commerce integration.
Challenges & Goals
The Challenges
Design Translation: The brand's specific "Corben" font and pastel palette were difficult to replicate inside standard CMS templates without extensive customization.
Commerce Gap: The lack of direct online ordering forced customers to call in or use third-party apps exclusively, limiting margin control.
Competitive SEO: In a dense city like Hoboken, the shop was struggling to rank against larger chains for keywords like "best donuts."
The Goals
Visual Fidelity: Rebuild the "sprinkle-dot" visual identity using Custom SCSS and SVG backgrounds to ensure the site felt authentic to the physical store.
Hybrid Ordering: Implement a dual-strategy for ordering: Direct OLO for high margins and a seamless DoorDash link for broader reach.
Local Dominance: Execute a comprehensive Schema and SEO strategy to capture the #1 spot for "custom donuts Hoboken."
Strategy & Approach
Phase 1: Custom SCSS Engineering
To save the "vibe," we bypassed default styling. We engineered a custom theme using CSS variables for their signature Pastel Blue (#bcd0e3) and Pink (#f3a3c7). We rebuilt the hero section as a two-column Flexbox module featuring a dotted SVG background with a white overlay, ensuring the text popped regardless of the background photo.
Phase 2: The Ordering Ecosystem
We didn't just add a button; we built a funnel. We implemented a "Custom Creation" menu that allows users to filter by dough, frosting, and topping. We also integrated a strategic DoorDash outbound link alongside the native Popmenu OLO system, capturing both loyalists and third-party convenience seekers.
Phase 3: Performance & SEO
We optimized the site for speed and discovery. By using WebP images, lazy-loading, and local font hosting, we boosted the Lighthouse mobile score from 58 to 91. Simultaneously, we injected location-based Schema markup and keyword-rich copy ("fresh donuts Hoboken") to drive organic search traffic.
Solutions Delivered
| Area | Highlight |
|---|---|
| Visual Design | Implemented a custom SCSS theme with "sprinkle-pattern" backgrounds and Corben typography to match the brand. |
| Commerce Hub | Integrated both direct Popmenu OLO and DoorDash links, creating a flexible revenue capture system. |
| Menu UX | Built an interactive "Build Your Own" menu with filters for dough, frosting, jams, and toppings. |
| Performance | Achieved a 91 Mobile Lighthouse Score through image compression, lazy-loading, and code optimization. |
| Catering Engine | Developed a dynamic inquiry hub with logic for 24/48-hour lead times to manage large custom orders. |
Results & Impact
Brandon
Owner
“Rebuilding our site on Popmenu was seamless and the migration was handled perfectly. The new layout really pops on mobile screens.”
+37%
Organic Traffic
In the first eight weeks, the site saw a massive surge in traffic due to the new SEO structure and Schema markup.
#1 Rank
Online Orders
The dual-channel ordering strategy (Direct + DoorDash) significantly boosted monthly digital sales volume.
+28%
Streamlined Launch
By integrating hiring and ordering tools pre-launch, the client was able to staff up and start selling without technical friction.
Screens & Layouts
Kevin
Owner
“I finally feel like our website works as hard as our kitchen.”
