Gordo’s Chicken

Chicken, eCommerce, Restaurant Sites

Status:
Online
Client:
PopMenu
Established:
2024
URL:
gordoschick.com
Location:
CA, USA
Project Scope:
Branding & Web Design, Direct Ordering Integration, Local SEO, CRM & Loyalty Setup

Project Overview

From Third-Party Dependent to Digital Flagship

Victor, a 19-year-old entrepreneur, launched Gordo’s Chicken with a clear passion for Nashville-style fried chicken, but his business model had a critical vulnerability: he was living exclusively on DoorDash. Without a domain of his own or a direct ordering channel, he was losing significant margins to commission fees and had no way to retain or retarget his customers.

The mission was to legitimize the brand. We needed to transition Gordo's from a platform-dependent concept into a standalone digital entity. The goal was a simple, high-impact site that prioritized direct orders, captured customer data for future marketing, and established a professional face for the Selma community.

Challenges & Goals

The Challenges:

Identity Crisis: Operating solely under DoorDash’s umbrella meant the brand had no standalone web identity or domain.

Margin Erosion: Heavy reliance on third-party delivery apps was cutting deeply into profits due to high commission fees.

Audience Disconnect: With no website, there was no mechanism to capture emails or build a loyal customer list.

The Goals:

Brand Ownership: Secure a custom domain and build a "home base" to professionalize the 19-year-old founder's vision.

Direct Revenue: Implement a commission-free ordering system to reclaim lost margins. Community

Growth: Create a "VIP" funnel to capture 500+ local subscribers for flash sales and promotions.

Strategy & Approach

Phase 1: Foundation & Branding

We started by securing gordoschick.com and establishing a visual identity that screamed "bold flavor, no fuss." We utilized a high-contrast palette of crisp White (#ffffff) and urgent Red (#d80808) to guide user attention immediately to the food and the purchase buttons.

Phase 2: UX & Conversion Design

Understanding the mobile-first nature of QSR customers, we designed a streamlined one-page architecture. Sticky navigation ensures the "Order Now" and "Menu" buttons are always accessible, reducing friction between hunger and checkout.

Phase 3: Local SEO & Discovery

To break away from DoorDash's search algorithm, we implemented aggressive local SEO tactics. This included LocalBusiness Schema markup, location-specific keyword optimization (e.g., "Chicken Restaurant in Selma, CA"), and alt-tagging all menu photos to boost organic visibility in Google Images.

Solutions Delivered

Area	Highlight
Direct Ordering	Integrated a lightweight Popmenu ordering widget, allowing customers to bypass third-party fees and order directly from the site.
Loyalty Engine	Implemented a "Become a VIP" email capture form connected to Mailchimp, automating a welcome coupon to drive immediate conversion.
Revenue Diversification	Configured a Digital Gift Cards system to open up a new revenue stream and encourage peer-to-peer brand advocacy.
Content Management	Built a dynamic menu section for Bowls, Sliders, and Mac N’ Cheese that the client can update on the fly as ingredients change.
Social Integration	Prominent Instagram and Facebook integration to leverage user-generated content and drive social proof.