Cali King Burgers

Burgers, eCommerce, Restaurant Sites

Status:
Online
Client:
PopMenu
Established:
2001
URL:
calikingburger.com
Location:
CA, USA
Project Scope:
Website Dev & Design, Brand Identity, OLO Optimization, Local SEO

Project Overview

Digitizing a West Coast Legacy

Established in 2001, Cali King Burgers had earned its crown as a Bakersfield staple, known for its classic drive-in experience and massive flavor. However, the legacy brand faced a modern problem: their digital presence felt disconnected from their vibrant, high-energy physical location. The website was dated and static, failing to capture the "West Coast" spirit or capitalize on the growing demand for mobile ordering.

The mission was to inject the brand's DNA into a new digital platform. We needed to translate the bold Red, White, and Blue palette and the playful "crowned-cone" mascot into a fast-loading, mobile-first website that drove online orders and VIP signups as aggressively as the drive-thru lane drove traffic.

Challenges & Goals

The Challenges

Brand Translation: The challenge was to take a loud, colorful physical brand and translate it into a clean web interface without it looking chaotic or dated.

Mobile Performance: As a drive-in concept, the majority of traffic is mobile; the site needed to load instantly and facilitate ordering for customers sitting in their cars.

Local Competition: To compete with major chains, the site needed to dominate local search results for keywords like "Bakersfield drive-in burgers."

The Goals

Visual Vibrancy: Extract a custom palette of #e0212c Red, #293cb2 Blue, and Mustard to create a high-energy aesthetic that matches the food.

Loyalty Growth: Implement a robust "Become a VIP" module to convert casual visitors into a retargetable audience via email and SMS.

Frictionless Commerce: Streamline the path to purchase with interactive menu cards and a seamless Popmenu ordering widget integration.

Strategy & Approach

Phase 1: Playful Brand Identity

We pulled the exact hex codes from the logo to build a cohesive design system. To balance the "fun" aspect with usability, I paired Fredoka One (headings) for a soft, rounded look with Montserrat (body) for clean legibility. This combination ensures the site feels approachable yet professional.

Phase 2: UX & Architecture

We mapped out a user journey focused on speed. The homepage features a responsive hero section with a massive Order Online CTA. We utilized interactive cards for the menu, allowing users to filter by category (Burgers, Shakes, Burritos) quickly. We also integrated an Instagram feed to keep the visual content fresh and social.

Phase 3: SEO & Accessibility

We optimized the site for both robots and humans. I wrote SEO-rich headlines like "Best Drive-In Burgers in Bakersfield" and implemented descriptive alt tags for all imagery. Simultaneously, we ensured WCAG 2.1 AA compliance for color contrast and navigation, making the site accessible to all users.

Solutions Delivered

Area	Highlight
Visual Design	Created a custom "West Coast Drive-In" theme using Red, Blue, and Mustard accents with Fredoka One typography.
Commerce Engine	Integrated Popmenu’s ordering widget with a sticky "Order Online" button to maximize conversions from mobile traffic.
Loyalty Tech	Built a "Become a VIP" section spotlighting free shakes and secret deals to drive high-volume email signups.
Local SEO	Structured site content with location-specific keywords and Schema markup to double organic search traffic.
Recruitment	Developed a dedicated "We're Hiring" section with clear role descriptions and easy application buttons to support staffing needs.