LoneStar Restaurant Supply
I am the manager of $20 million restaurant supply and equipment company. The company helps restaurants and other commercial kitchens (schools, universities, catering, etc) with the supply and equipment needs. The company also provides design and specification services. The company currently has a web presence that is inadequate in describing our offering to the customer. The company has numerous online and brick-and-mortar competitors that are more effective at converting visitors to customers. Our focus is to service local customers.
Target market is local and regional restaurant owners and managers as well as general contractors and architects that build/design restaurants. Geographically they live in South Carolina and Central Texas, and have a mixed demographic (age, ethnicity, country of origin, sex, etc.). The company currently has over 8,000 customers that purchase on frequency range from weekly to annually.
Customers are looking for restaurant/kitchen equipment and supplies. Ranges, refrigerators, ice machines, knives, spoons, forks, glasses, pots, pans, etc. Customers may also be looking for design and layout assistance with new projects.
Many online sell directly to those customers online via their website. The goal of our website is to generate interest/leads for our store. A successful website visit leads to a phone call, an email enquiry, or a store visit.
1. Clean, crisp layout.
2. Website should be simple to understand, program, and maintain. Module based layout might be helpful.
3. Main menu should include tabs for:
Stores, Design, Products, Specials, Contact Us
4. Output should be a layered .psd file.
5. Declare all stock images.
6. Similar content as the current site.
7. This is NOT an e-commerce site.
8. Establish a clean way to show the link/relationship with other company websites:
e-commerce website (in development) similar to: http://www.shortorder.com/
used restaurant equipment (in development) http://www.commercialrestaurantequipment.com/
Restaurant Equipment review site (in development) similar to this: http://www.restaurantequipmentreview.net/
Page 1. Store-specific Home/Landing page for Search Engine Marketing and SEO which leads the visitor to:
1) explore the site
2) pick up the phone and call
3) go to the products page to select products and place an order
4) visit the store (bricks and mortar)
This page will be copied for each of the companies 4 stores (Austin, Temple, Dallas, Columbia)
Page 2 will be a template for inside pages (about us, store policies, contact us, design install, specials). Layout will also be used for a B2B store which is hosted offsite (see http://catalog.sefa.com/category_in…r_id=10113
Two (www.acemart.com, http://www.missionrs.com) local competitors who's online presence is focused on national customers. Sell to everyone, everywhere. We compete with these companies every day. However, our goal for the site is NOT e-commerce. We are looking to control local customers.
Good example of a site that is primarily focused on local customers but also has product search capabilities. (http://www.denverrestaurantequipmen…320b5d664b) At the moment, we are NOT able to integrate the product search with the rest of the site. It is limited to offsite integration (http://catalog.sefa.com/category_in…r_id=10113)
Example of companies (non-local competitors) which are focused on local business but does not have an online store: http://www.bestrestaurant.com and http://www.brequipment.com. Design is poor, but content is relevant.
Example of company offering similar services (http://www.restaurantdesign.com), but does not offer the equipment and supplies, which is a the majority of our business. I hate the music.