Brick Oven Pizza

Brick Oven Pizza had the food, the regulars, and a recognizable local identity. What it didn't have was a website that reflected any of it. I rebuilt the experience mobile-first around menu discovery, customization, promotions, and a shorter route to checkout, keeping the restaurant's character intact along the way.

The old site made three things hard: browsing the menu, understanding what made the place different, and actually ordering. The redesign had to feel warm and established while working as a fast, modern ordering tool. Mobile carried the most weight, since browsing, promotions, and checkout all had to stay legible on a small screen.

I reviewed competitor and local restaurant experiences to understand how people move from hunger to a decision: how menus get organized, what information drives the choice, and where ordering breaks down. Menu visibility, food photography, clear categories, customization, promotions, and fast access to checkout came out as the real opportunities.

Shorten the route from craving to checkout. The information architecture puts the menu and ordering flow on the critical path: promotions create urgency, best sellers reduce choice overload, categories improve scanning, and customization happens without leaving the journey. The restaurant's history stays present, but it supports the order rather than competing with it.

Red, black, white, and neutrals set a bold but familiar restaurant identity, with food photography carrying most of the emotional work. Serif headings hold the traditional register while a clean sans keeps the menu scannable at small sizes. Brick textures and rustic cues appear selectively, so the interface reads as authentic instead of heavy.

Hover states, menu-item feedback, promotional transitions, and customization interactions give the ordering journey a sense of response. I prototyped the path from homepage discovery through menu browsing, item customization, and checkout, then built it responsively in Webflow with metadata, alt text, load performance, and analytics handled during implementation.

Within the first three months after launch, online orders increased by 25%. The clearer navigation and richer menu information gave customers a faster read on the food, and the About page gave the brand somewhere to tell its story without blocking the order.

Mobile usability drives local commerce more than brand storytelling does. Customers weren't visiting to explore a narrative; they wanted to understand the food, choose, and order. The version that worked balanced appetite, character, and conversion instead of treating them as separate problems.