French Toast

Breakfast, eCommerce, Restaurant Sites

Status:
Online
Client:
PopMenu
Established:
2024
URL:
frenchtoastatl.com
Location:
GA, USA
Project Scope:
Website Dev & Design, UI/UX Strategy, OLO Integration, Local SEO

Project Overview

Where Southern Comfort Meets French Elegance

Launched in 2024, French Toast ATL brought a unique culinary fusion to Marietta, specializing in gourmet French toast, crepes, and Southern staples like Oxtail & Grits. However, the brand faced a digital identity crisis: their logo combined elegant cursive with bold block lettering, a duality that was difficult to translate into a cohesive web presence. They needed a platform that felt sophisticated enough for a date yet approachable enough for a family brunch.

The mission was to build a modern, mobile-first experience that organized a complex menu while driving high-volume online orders. We needed to craft a digital environment that showcased the visual appeal of their gourmet dishes and streamlined the path to purchase for hungry locals on the go.

Challenges & Goals

The Challenges

Brand Translation: The existing brand assets mixed two distinct styles (Elegant Cursive vs. Bold Block), creating a challenge in establishing a unified website aesthetic.

Menu Complexity: With a vast offering ranging from sweet crepes to savory Southern grits, the menu needed a rigorous UX structure to prevent user overwhelm.

Local Discovery: As a new entrant in the competitive Marietta brunch scene, the site needed aggressive local SEO to rank for niche keywords like "Best French Toast."

The Goals

Visual Identity: Extract a high-contrast palette of Golden Toast (#FFB424) and Elegant Black to mirror the logo's mix of sophistication and boldness.

Conversion Focus: Implement a seamless Popmenu Online Ordering (OO) flow to reduce clicks-to-checkout and lower cart abandonment rates.

Growth Funnels: Build dedicated, branded inquiry forms for Catering and Private Events to capture high-ticket leads efficiently.

Strategy & Approach

Phase 1: Visual Synthesis

We resolved the branding conflict by pairing Google Fonts Great Vibes (headings) with Montserrat (body). This mirrored the logo's typography mix, creating a design system that felt intentional. We utilized a Black Background with Gold Accents to make the food photography pop, establishing an "upscale yet accessible" vibe.

Phase 2: UX & Architecture

Inspired by clean layouts like The Annie Houston, we categorized the extensive menu into distinct sections: Breakfast, Brunch, and Lunch. We engineered a full-width hero section with sticky navigation, ensuring that key actions like "Order Online" and "View Menu" were always accessible, regardless of scroll depth.

Phase 3: SEO & Performance

We built the site for speed and searchability. We implemented lazy-loading for high-res food images to ensure fast load times. Simultaneously, we injected location-specific keywords and Schema markup for "Restaurant" and "Menu" to signal relevance to Google for local Marietta dining queries.

Solutions Delivered

Area	Highlight
Visual Design	Implemented a high-contrast Black & Gold theme with a dual-font typography system to perfectly match the brand's unique logo.
Commerce Engine	Seamlessly embedded the Popmenu OO flow, styling buttons with brand accents to maintain consistency during checkout.
Menu UX	Designed a responsive, categorized menu layout that simplifies complex offerings for mobile users on the go.
Lead Generation	Built three custom inquiry forms for Catering, Private Events, and Hiring to streamline operational workflows.
Local SEO	Structured page titles and meta descriptions with local keywords, achieving top rankings for "Southern brunch Marietta."