T&J’s Cove

eCommerce, Featured, Restaurant Sites, Seafood

Status:
Online
Client:
PopMenu
Established:
2025
URL:
tandjscove.com
Location:
MD, USA
Project Scope:
Website Dev & Design, UX Strategy, Toast POS Integration, Event & Catering Setup

Project Overview

A Coastal Welcome for Leonardtown

T&J’s Cove, a new concept opening in early 2025, aimed to bring a fresh seafood and "land-lover" dining experience to Leonardtown, MD. However, with a rapidly approaching launch date, the owner faced a critical bottleneck: the menu was still in development, the Toast POS system was mid-setup, and there was no digital infrastructure to capture the initial wave of customer interest.

The mission was to create a "light and airy" digital home that reflected the restaurant's coastal neighborhood vibe. We needed to engineer a clean, minimalistic site that not only drove immediate online ordering and foot traffic but also simplified the complex logistics of private dining and catering inquiries before the doors even opened.

Challenges & Goals

The Challenges

Launch Pressure: The project operated on a compressed timeline (Jan/Feb launch) with moving targets regarding the final menu and POS configuration.

Operational Nuance: As a first-come, first-serve venue with no reservations, the site needed to manage expectations while aggressively funneling Private Events and Catering leads.

Aesthetic Specificity: The client required a specific "coastal chic" look—shiplap textures and nautical motifs—without steering into kitschy or cluttered territory.

The Goals

Seamless Commerce: Integrate Toast POS directly into the site navigation to ensure a friction-free online ordering experience from Day 1.

Lead Generation: Build distinct, streamlined forms for Private Events and Catering to organize inquiries efficiently.

Brand Immersion: Execute a visual identity using Deep Navy (#0E344D) and shiplap textures to mirror the physical restaurant's atmosphere.

Strategy & Approach

Phase 1: Coastal Visual Language

To achieve the "light and airy" aesthetic, we utilized a palette of Deep Navy (#0E344D) for authority, softened by Warm Sand (#FFCA84) and Teal accents. We incorporated subtle textures—white shiplap backgrounds and tonal shark-and-rope motifs—to evoke the coast without overwhelming the content.

Phase 2: Strategic Information Architecture

We streamlined the navigation to prioritize revenue. The Homepage features immediate CTAs for "Order Online" and "View Menu." We separated the "Catering" inquiry form into its own tab to capture leads without confusing diners looking for the standard menu, while "Utility Links" were tucked into the footer to keep the main navigation clean.

Phase 3: Interactive Experience

We enhanced usability through micro-animations, such as cursor-tracking effects and clear button hover states. We optimized the typography using a high-contrast serif for body text and a custom header font drawn from the logo, ensuring the site was accessible and readable across all devices.

Solutions Delivered

Area	Highlight
Toast Integration	Linked "Order Online" CTAs directly to the Toast POS ecosystem, ensuring orders flow seamlessly to the kitchen.
Visual Design	Implemented a custom "Shiplap & Shark" theme with Deep Navy branding to match the restaurant's interior design.
Event Engine	Built a custom calendar for public events and a detailed inquiry form for Private Dining to manage headcount and requests.
Catering Funnel	Developed a lightweight inquiry form distinct from the main menu to capture off-site catering leads effectively.
UX & Micro-Interactions	Added engaging hover states and semantic HTML to improve user engagement and accessibility standards.