Project 1 Research
Client: The Butcher's Daughter
From their website: "The Butchers Daughter is a plant-based restaurant, cafe, juice bar and 'vegetable slaughterhouse.' We treat fruits and vegetables as a butcher would meat: We chop, fillet and carve fresh produce into healthy vegetarian dishes and press them into pretty juices."
What works:
- Visual Design: Nice and simple, feels 'on brand'
- Content: All basic content is there
- Call to action: Reservations and Shop in the top menu, fairly easy to locate
- Navigation: Basic, easy to use
- Functionallity: Has all the basic functionallity needs
- Community building: Their instgram page feels rather influencer friendly, clean aesthetic and again I feel like it goes well with their branding.
What doesn't work:
- Visual Design: Though on brand, it also comes across as generic and a bit boring.
- Content: Again generic and nothing that really grabs at you.
- Call to action: The options are there, but they don't really have anything that grabs your attention or stands out from the other options on the menu.
- Navigation: Very simplistic, checks the boxes of what's needed but doesn't offer anything beyond that.
- Functionallity: Having to specify the location for every menu-option feels somehow unneccessary and impersonal. Might be better to have a choice of location and then moving on to a main website for each specific one?
- Community building: Again a bit impersonal, more instagram-friendly than creating a community.
Goals and target audience:
With the popularity of the young and hip crowd it might be a good idea to lean further into branding, to make it a bit more specific and also clearify a sort of mission statement? Also to find ways to emprace the less influency-kind of people, being more personable and just creating community that feels a bit more home-y.
Deadline: Dec 21st
The competition:
- Cafe Gratitude: Though the menu isn't out in the open on the front page, there are some things that do grab at you immidiately: 'Order deliery or pickup now!' as well as 'Sign up now'. They also have a style to the website which does feel in line with the style of the restaurant, without being either too much or too basic. The colors are warmer and the imagery shows a bit of movement.
www.cafegratitude.com
- Urth Caffe: The website definitely feel less modern and more inviting, with the earthly colors which goes especially well with the branding of the restaurant. Right on the top of the page they have a few lines about an offer going on. The menu options are visible straight away, with order online & delivery highlighted. The other menu options are also more specific, like 'fine teas' and 'organic coffee', which help to give a sense of what is offered.
www.urthcaffe.com
- Greenleaf: The style of the Greenleaf website is more similar to the one of The Butchers Daughter, cleaner and simpler but the splashes of color gives it a bit more personality. 'Order Now' and 'Catering' also clearly stands out, and they also have a menu option for 'Special Events'.
www.eatdrinkgreenleaf.com
- Sweetgreen: The menu-option for 'Order' is standing out in the color at the top right corner, also on the top menu you can find 'Our Mission' where you can find their mission statement and sustainability commitment. If you scroll down there's also a lot of information on the front page, including 'the latest'.
www.sweetgreen.com