As Dishoom celebrates its success as a new entry at number 36 in the Sunday Times 100 Best Companies list, Clubhouse Studios reveal its digital platform for the brand has increased bookings ten fold.
This builds on the studio's recent work for Byron, redeveloping their site into a playful, creatively-led experience that serves up beautiful content, exactly when you need it, manifesting the burger brand's ethos online: do one thing, and do it properly.
"Digital design for restaurants is all about making the customer journey as frictionless as possible, and enabling diners to get to the food and experiences they want as beautifully and seamlessly as one click e-commerce. Modern urban diners are fickle and vote with their feet - by giving them the kind of customer experience they'd expect from other premium lifestyle brands, we're helping Dishoom and Byron fit perfectly into customer's busy lives,' says Will Orrock, Clubhouse Studio Managing Director.
For dishhoom.com, Clubhouse created beautiful visual designs that are supported by a simple site architecture in the CMS, meaning that brand managers can update information constantly with no input from the studio.
While the Dishoom site features photography to express the cafe's aesthetically rich environment, byronhamburgers.com uses specially commissioned illustrations that can be updated with fresh work over time.
The Sunday Time's ranking acknowledges Dishoom's phenomenal success in the few years since opening in London. Clubhouse challenged itself to bring the brand to life through the creative development of the site, bringing a taste of Bombay to the everyday. As a result, it created an editorially lead website that transports visitors to Dishoom's nostalgic vision of Bombay in the 1930s – 1960s. The ambition was to recreate Dishoom's "world" – "an innocent, big-hearted, slightly barmy, sepia-tinted, charmed kind of place", in which they welcome anyone and everyone; transporting customers to a more romantic time and place by curating and sharing their love for Bombay's food and culture.
The site's aesthetic and smooth navigation has led to dramatically improved efficiency for customers wanting to book a table. Since the new design went live the brand has seen a 106% increase in repeat visitors, a 50% uplift in dwell time and perhaps most importantly and a 1000% / 10x increase in bookings originating from the site.
For Byron, Clubhouse produced impactful typography, playful illustration and animated gifs to deliver a unique customer experience for the brand. The studio commissioned new work from Andrew Rae, Alice Bowsher and Alec Doherty. The illustrators created visuals that answer the needs of online visitors - images were made specifically to cover a variety of narratives and functional needs across the site; from simple visual flourishes, to announcement messaging, navigational aids and alerts. Important functions such as making a booking, contacting a restaurant or browsing the food and drink on offer were adapted to best serve the needs of each customer based on their context, location and device.
With a clean taxonomy, a focus on serving the right content at the right time, and playful interactions true to the brand's DNA, the all new Byronhamburgers.com builds on the brand's ethos, and does the simple things well. Clubhouse's work for the brand has reduced steps to book from 8-10 to 2-3, ensuring that great design has, at its core, demonstrable business results for restaurants.