Status:
Offline
Client:
PopMenu
Established:
2022
URL:
Location:
GA, USA
Project Scope:
Brand Strategy, Website Design, UX Architecture, Local SEO
Alvaro Morales
- Residence:Honduras
- City:San Pedro Sula
- Gender:Male
- Age:29
- Spanish:Native
- Englsih:C2 Proficient
- German:B2
- French:A1
Betty Sue’s
eCommerce, Restaurant Sites, Seafood
Project Overview
Reimagining Brunch in Downtown Atlanta
Born in 2022, Betty Sue’s quickly established itself as a destination for Southern comfort classics served with a modern flourish. However, the restaurant needed a digital presence that could translate its playful "brunch-reimagined" vibe into a functional user experience. The owners sought to move beyond word-of-mouth, requiring a platform that not only showcased their lobster deviled eggs but also captured the feminine-yet-fresh ambiance of their physical space.
The mission was to build a vibrant, conversion-focused website that turned casual browsers into loyal regulars. We needed to architect a site that balanced aesthetic charm with rigorous utility, driving measurable growth in online ordering, catering inquiries, and private event bookings.
Challenges & Goals
The Challenges
Market Saturation: Standing out in the dense downtown Atlanta dining scene required a distinct visual identity and aggressive local SEO strategy.
Revenue Diversification: The site needed to do more than display a menu; it had to funnel traffic effectively into three distinct revenue streams: daily orders, catering, and events.
Trust Building: As a newer establishment, convincing first-time diners to visit required high-quality visual proof of the culinary experience.
The Goals
Brand Alignment: Distill the in-store décor into a digital palette of Soft Rose (#f9d9e1) and Earthy Green (#325d2e) to mirror the restaurant's atmosphere.
UX Streamlining: Architect a navigation structure that prioritized high-value actions like "Order Online" and "Private Events" to reduce friction.
Search Dominance: Implement robust LocalBusiness schema to secure top rankings for competitive keywords like "best brunch in downtown Atlanta."
Strategy & Approach
Phase 1: Visual Distillation
We conducted a style audit of the brand's social channels to create a cohesive design language. We selected the Domaine font family—using Display for elegant headings and Text Regular for body copy—paired with a custom Rose & Green palette. This combination gave the site a tone that was refined yet approachable.
Phase 2: Technical Customization
While leveraging the Popmenu CMS for easy menu management, we injected Custom SCSS to fine-tune typography, spacing, and responsive breakpoints. We implemented subtle hover animations to keep the interface lively and ensured all color contrasts were WCAG-compliant for accessibility.
Phase 3: Performance & Launch
We optimized the site for speed by implementing next-gen image formats and lazy loading, reducing page weight by 40%. The launch was coordinated with a social media "Weekend Brunch Bash" promo, funneling Instagram traffic directly into the newly optimized Online Ordering flow.
Solutions Delivered
| Area | Highlight |
|---|---|
| Visual Design | Implemented a custom "Soft Rose & Earthy Green" theme with Domaine typography to reflect the modern Southern brand. |
| Navigation UX | Streamlined site architecture to focus users immediately on high-value actions: Ordering, Catering, and Events. |
| SEO Infrastructure | Integrated LocalBusiness Schema and embedded Google Maps to boost visibility in "near me" searches. |
| Content Strategy | Developed a "Gallery" hub to showcase signature dishes, building trust and appetite appeal for new visitors. |
| Performance | Achieved a 40% reduction in page weight through image optimization and efficient code structure. |
Results & Impact
Betty
Manager
“The nostalgic design brings back the classic diner feel we wanted. It’s simple, effective, and very easy for us to manage.”
28%
Order Increase
In the first 60 days, the optimized user flow and clear CTAs drove a significant uptake in online orders.
2x
Catering Inquiries
The streamlined navigation and dedicated inquiry forms nearly doubled the volume of leads for catering services.
Page 1
Search Ranking
The site successfully secured first-page rankings for the target keyword "brunch downtown Atlanta 30303."
Screens & Layouts
Kevin
Owner
“I finally feel like our website works as hard as our kitchen.”
