Status:
Online
Client:
PopMenu
Established:
2025
URL:
Location:
NC, USA
Project Scope:
Website Dev & Design, Copywriting, Brand Identity, OLO Integration
Alvaro Morales
- Residence:Honduras
- City:San Pedro Sula
- Gender:Male
- Age:29
- Spanish:Native
- Englsih:C2 Proficient
- German:B2
- French:A1
Ben’s Backdraft BBQ
BBQ, eCommerce, Restaurant Sites
Project Overview
Fanning the Flames of Firefighter Heritage
Ben’s Backdraft BBQ is a firefighter-owned concept in Waynesville, NC, blending Texas heat with Carolina sweet. The brand needed a digital presence that was as bold as their all-wood-fired flavor, but as a new small business, they faced significant budget constraints. They required a platform that could showcase their unique heritage and "first-responder" ethos without breaking the bank.
The mission was to engineer a high-impact, low-cost digital prototype. We needed to craft a mobile-first site that balanced compelling design with robust utility—driving online orders and catering requests—proving that a powerful web presence is possible even under strict resource limitations.
Challenges & Goals
The Challenges
Budget Constraints: The client needed a premium look on a startup budget, requiring creative use of standard CMS tools rather than expensive custom development.
Brand Translation: Capturing the specific "Firefighter-owned" narrative and the hybrid Texas-Carolina BBQ style visually without relying on generic stock imagery.
Local Visibility: The site needed to compete immediately in the Waynesville market for high-intent keywords like "wood-fired barbecue."
The Goals
Visual Impact: Develop a bold brand toolkit using Firebrick Red (#e40f0f) and Mustard Yellow (#f3e60f) to evoke the heat of the pit and the urgency of the firehouse.
Conversion Focus: Structure the homepage to prioritize high-margin services, specifically catering truck requests and online pickup orders.
Search Foundation: Write keyword-rich copy and implement local schema to ensure the brand could be found by locals and tourists alike.
Strategy & Approach
Phase 1: The Brand Toolkit
We established a strong visual identity instantly by pulling colors directly from the fire service aesthetic. I paired the bold, industrial font Staatliches (headings) with the approachable Montserrat (body), creating a look that is sturdy, reliable, and loud—just like a fire truck.
Phase 2: Mobile-First Wireframing
Knowing that BBQ is often an impulse buy, we designed for the phone first. The homepage wireframe prioritized Unique Selling Propositions (USPs) like "First-responder discounts" and featured plates, ensuring that the path to the "Order Now" button was frictionless.
Phase 3: Content Engineering
We didn't just fill boxes; we wrote for rank. I crafted headlines like "Waynesville’s boldest wood-fired barbecue" to capture search intent. Behind the scenes, we implemented custom CSS tweaks for sticky order bars and hover states to elevate the user experience beyond the standard template limitations.
Solutions Delivered
| Area | Highlight |
|---|---|
| Visual Design | Implemented a high-contrast "Firehouse" theme using #e40f0f and #f3e60f with industrial typography to match the owner's background. |
| Catering Engine | Configured a specialized mobile catering-truck request form to streamline the intake of large event leads. |
| UX & Navigation | Designed a responsive interface with sticky order bars and intuitive navigation for Menu, Events, and Gift Cards. |
| SEO Strategy | Structured site content with geo-specific keywords and Google Maps integration to boost local search relevance. |
| Turnkey Assets | Delivered a complete style guide and CMS instruction manual, equipping the client for a future launch despite budget pauses. |
Results & Impact
Ben
Owner
“The fire-themed graphics are cool without being overwhelming. The online bulk ordering for parties is a seamless process now.”
100%
Brand Alignment
The design successfully translated the firefighter heritage into a digital format, creating a unique identity in the local market.
Launch Ready
Turnkey Solution
Despite the project pause, the client received a fully functional, production-ready prototype equipped for immediate deployment.
SEO Optimized
Search Foundation
The keyword-rich content strategy established a strong foundation for ranking for "Waynesville BBQ" immediately upon going live.
Screens & Layouts
Kevin
Owner
“I finally feel like our website works as hard as our kitchen.”
