Status:
Offline
Client:
PopMenu
Established:
2025
URL:
Location:
CO, USA
Project Scope:
Website Dev & Design, WooCommerce Setup, Catering Funnel, Email Automation
Alvaro Morales
- Residence:Honduras
- City:San Pedro Sula
- Gender:Male
- Age:29
- Spanish:Native
- Englsih:C2 Proficient
- German:B2
- French:A1
The Colorado Taco Company
eCommerce, Latino Food, Mexican Food, Restaurant Sites
Project Overview
A Virtual Brand with Real Flavor
Operating as a "ghost kitchen" concept inside The Goldfinch in Denver, The Colorado Taco Company faced a unique identity challenge. They needed to carve out a standalone digital presence with minimal assets while leveraging the operational backbone of their sister venue. The reliance on third-party delivery apps was eating into margins, creating an urgent need for a proprietary platform.
The mission was to build a streamlined, high-conversion direct ordering engine. We needed to create a fresh, straightforward website that not only reduced dependency on costly delivery aggregators but also aggressively capitalized on the lucrative catering market in South Broadway.
Challenges & Goals
The Challenges
Asset Constraints: Launching a virtual brand meant we had limited photography and a lean asset library, requiring a design that looked premium without heavy custom media.
Margin Pressure: Third-party delivery fees were unsustainable; the primary objective was to shift customer behavior toward direct ordering.
Brand Balance: The site needed to stand alone as a taco concept while subtly acknowledging its relationship with The Goldfinch without confusing the user.
The Goals
Conversion First: Implement a "One-Click" philosophy using WooCommerce, ensuring "Order Now" buttons are prominent on every single menu card.
Catering Growth: Replicate successful high-volume catering flows (inspired by Lago Tacos) to generate immediate B2B revenue leads.
Customer Retention: Deploy automated email sequences and physical QR card strategies to convert one-time delivery app users into loyal direct customers.
Strategy & Approach
Phase 1: Ordering-Centric UX
We designed the site with a "utility-first" mindset. Using a clean palette derived from the logo, we built a custom WordPress theme where commerce was king. We integrated WooCommerce deeply into the menu design, embedding "Order Now" CTAs directly onto dish cards to eliminate scrolling and friction, especially on mobile devices.
Phase 2: The Catering Engine
Recognizing the revenue potential of office lunches, we built a dedicated Catering portal. We structured tiered packages and sample menus to answer user questions upfront, funneling them into a simplified inquiry form powered by Contact Form 7 to capture high-intent leads instantly.
Phase 3: The Retention Loop
We engineered a recovery strategy to pull customers off third-party apps. This involved customizing automated email confirmations to include direct-order incentives and designing physical QR cards for takeout bags. We provided printer guidance to the client, enabling them to produce these flyers in-house to drive repeat traffic.
Solutions Delivered
| Area | Highlight |
|---|---|
| E-Commerce | Integrated WooCommerce with custom "Order Now" buttons on every menu item to maximize conversion speed. |
| Catering Funnel | Built a tiered Catering page with a streamlined inquiry form, generating B2B leads from day one. |
| Automation | Customized transactional emails and Klaviyo flows to incentivize repeat direct orders and reduce churn. |
| Brand Ecosystem | Strategically placed The Goldfinch branding in the footer to drive cross-traffic without diluting the primary user journey. |
| Print Strategy | Designed and consulted on QR Code cards for packaging, bridging the gap between physical delivery and digital retention. |
Results & Impact
Ray
Manager
“You nailed the branding; the site feels just like stepping into our shop. The CTA buttons are placed perfectly for quick ordering.”
+45%
Direct Orders
In the first month alone, the friction-free WooCommerce setup significantly shifted volume away from high-commission apps.
20+ Leads
Catering Growth
The dedicated catering portal generated over 20 high-value inquiries in just two weeks, establishing a strong new revenue stream.
Dual Growth
Cross-Brand Traffic
Strategic linking successfully increased the digital footprint for both the taco concept and its sister brand, The Goldfinch.
Screens & Layouts
Kevin
Owner
“I finally feel like our website works as hard as our kitchen.”
