Currently Urth Caffee has some interactivity, it is very limited and appears dated. The website has not been re-designed or updated for quite some while. However, the website is well organized with interactive tabs at the top of the web page. In addition, clicking on the logo on the top left hand corner, does take the user back to the homepage.
On the surface, the website is organized, however once a user starts to explore the tabs of the website, the content becomes disorganized and confusing at times. This cafe has a large selection of teas and coffees, the organization of these various tabs needs organization. It is easy for a user to be overwhelmed and easily get lost in the various options. Social media has not been updated since 2017, Facebook and Twitter presence is non-existant. Instagram is missing from their online platform. Urth provides a newsletter for its customers, however the last dated edition is October 2017.
Urth Caffe is located on the out skirts of the Downtown Los Angeles Arts District, due to its location, foot traffic to the restaurant could be higher since it is out of the way from the central street. The demographic of that area of the city, is young, hip, artistic 20 and 30 something year olds, and Urth Caffe with its variety of single origin and organic coffee appeals to that audience.
Urth's competition is comprised of other local, hip, cafes that cater to coffee lovers. These locations, emphasize the hand brewed and organic nature of their coffee. While also provding an ambience that promotes 'hipness.' These three websites have a similar rustic feel to them. Similar color palettes; white background, black text, and hints of brown.
Since Urth Caffe provides a wide selection of coffees and teas, it is vital to know which products and services should be prioritized. In addition, which products should be featured, perhaps a coffee of the week or month, as a way of spotlighting what they do best. Aside from the name ‘cafe’ is it is difficult to discern what is Urth’s speciality is and one easy way of doing so is having a clear idea of their services. Of course, creating a mobile version of their website is a must.
In order to update the website, visiting the restaurant and taking quality, recent pictures of the caffe is a must, not only for the website, but the abandoned social media pages. Having a featured page of coffee’s would entice people to enter the cafe. Many customers, especially their target demographic, use their phones to look up restaurants and locations to visit, that is why it is important to have a mobile version of the website.
Local coffee shops, bank on service and specialty products to keep customers coming back and not visiting big store coffee shops like Starbucks, Urth needs to make itself stand out, make itself more personal and unique. Adding a more in-depth page ‘About Us’ would give the cafe a brand identity, as being your ‘local, friendly’ cafe. One way to create a better identity would be to humanize the start of the cafe, how it started off as a mom and pop and has grown since then. Perhaps, add a section about the baristas that work there or go more in depth about the beautiful architecture of the building.