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Hook’s Catch Seafood and Wings

The History of Hook’s Catch goes far and beyond it’s new name. Formerly known as the original Hook Fish & Chicken, we began this fresh take to build a new narrative. Hook’s Catch has been serving the best fried fish and chicken dinners for more than 20 years. While all locations are independently owned. This franchise favorite continues to steal the hearts of their customer who sometimes drive more than an hour for their delicious cuisine.

Challenge

Hook’s Catch Seafood and Wings owners were looking for a fresh new look and experience to bring to new and existing customer. We needed to create consistency with a digital experience that will link to the in person customer experience.

Task

Rebranding, Responsive Website build and design, Product Development

Solution

With a complete rebrand, I was successful in creating a digital experience that would create an easier in store experience for those coming to pick up their order from the restaurant

Research

When I first met with the owner of Hook’s Catch, formerly named Hook Fish & Chicken, my goal was to understand his business needs and determine how I can help him. While we came to an understanding that he wanted an overall better customer experience I knew I had to find a way to merge the in person experience with a newly designed digital experience.

The first thing we discussed were his market competitors and what were his strengths and areas of opportunity. By defining this, I was able to obtain a clear direction and purpose for the project going forward.

 

Market Research

I began conducting research on the restaurant industry to get more familiar with the duality of the in-person and digital experiences. I can most definitely come from a customer’s point of view but I need to ensure that business needs are met as well. I was able to gather the following information to help me develop a deeper understanding of the project:

  • There are over one million restaurants in the United States
  • 13% of consumers considered themselves brand loyal to restaurants.
  • 90% of guest research a restaurant online before dining , this is higher than any other business niche
  • 57% of guest viewed restaurant website before selecting where to dine
  • 52% of worldwide online traffic was generated through mobile phone interactions
  • Digital channel sales are on pace to reach 30% of total sales for US restaurants by 2025
  • Digital ordering and delivery has grown 300% faster than dine in since 2014
  • 70% of consumers say they’d rather order directly from a restaurant since they prefer that their money go straight to the restaurant and not a third party.
  • 45% of consumers say that offering mobile ordering or loyalty programs would encourage them to use online ordering services more often.

Competitive Analysis

After conducting market research on the restaurant industry and the impact of digital integration, I began to analyze Hook’s Catch direct and indirect competitors to identify strengths and areas of opportunity. With this I was able to identify what Hook’s Catch did that was great for their overall customer experience and area in which they could improve. For the subject of this case study, we will focus more on the digital experience being the website and mobile app experience.

    Strengths

    • Long Term Establishment
    • Offers Fried Chicken and some seafood selections
    • Consistent Branding
    • Pre- prepared food for fast prep
    • Responsive website and mobile app
    • Rewards and Offers

    Growth Opportunities

    • Fast service not consistent across all locations
    • No variety other than fried foods
    • No healthy options

    Strengths

    • Offers Healthy Menu options
    • Many locations
    • Responsive Website and mobile app
    • Great Accessibility considerations

    Growth Opportunities

    • Not yet a national brand
    • Would Highlight The ordering button more

      Strengths

      • National Brand
      • Fast Service and consistency
      • Responsive Website and mobile app
      • Rewards systems
      • Customer service via app and online
      • Menu

        Competitive Analysis

        After conducting market research on the restaurant industry and the impact of digital integration, I began to analyze Hook’s Catch direct and indirect competitors to identify strengths and areas of opportunity. With this I was able to identify what Hook’s Catch did that was great for their overall customer experience and area in which they could improve. For the subject of this case study, we will focus more on the digital experience being the website and mobile app experience.

          The Problem

          The existing website design’s landing page focused more on the community efforts and involvement of the restaurant rather than the online ordering experience for the customer and the desire for the the restaurant to attract more customers.

          PROJECT GOALS

          The goal of this project was to redesign this website to match with a consistent brand image as well as increase customer retention and overall sales.

          Although the first section focuses on the different ways that customers can order, the rest of the landing page puts an emphasis on the community engagement from the restaurant. While this is an important aspect to include in the context of the Restaurant’s story, new and returning customers need to know what is being sold on the menu when they scroll through the first page.

          THE SOLUTION

          I designed a responsive website that would allow customers to easily order, sign up for loyalty rewards and coupons, and view more menu options right away.

          My approach to the redesign of this website was to create a welcoming design with a flow that is easy to navigate for all users. I chose not to use too many motion graphics to ensure the best accessibility practices for all users. With high contrasting colors this allows most users to be able to distinguish important elements within the user flow.

          With user testing and feedback from customers and store managers, we had to change the words in the navigation order button to include pick up orders. Manu users were under the impression that they were ordering for delivery. Since I have no control over the 3rd party web destination associated with the button, I needed to ensure that customers were aware.

          I wanted users to be able to easily sign up for rewards, so I added the sign up form on the home page under the hero section in order to increase the amount of customers signing up for rewards.

          The flow of the landing home page was create to allow customers to access everything they needed to reduce user frustrations.

          NEXT STEPS

          To improve the customer experience, the next steps would be to listen to customer and manager feedback to improve the responsive website’s user flow. I will also work towards building a mobile app that will allow users to store information, earn points and contact customer support all in one central location.

          Maiah Andrews

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