Patty's Eggnest
Patty's Eggnest Restaurant is an American-style family breakfast restaurant franchise owned by my family. The original restaurant was founded in the 1990's, opening several branches in Snohomish and King counties in Washington state. The Edmonds location opened in 2018, making it one of the newest locations.
Since each location is independently owned and operated, the location Patty's Eggnest Restaurant - Edmonds needed its own website and identity.
When I was first approached for this project, I was immediately interested. My family has a long history of entrepreneurship, especially in the restaurant and food industry. I have collaborated previously with my family before on creating their first website, graphics, and marketing materials.
I was particularly excited about this new website, because it was an opportunity to update the look and feeling of the Patty's Eggnest brand.
The Start
The Process
Keep the logo and restaurant name the same. Green and gold are our signature colors.
We want the focus to be on food. Big portions, lots of menu options. And the mimosas.
We want our website to look related BUT different from other Patty's Eggnests.
Our customers tend to be families & seniors, with a growing younger crowd.
The old website was a lot of work to maintain it. We want it be simple, "hands off".
According to our old website statistics, vistors tended to click only on "Info" page.
We work with a lot of food delivery services,
like GrubHub, UberEats.
We want to encourage people to visit this restaurant over others (e.g. competitors).
For this project, I took a more casual approach than I usually do for website redesign. (Normally, I would follow convention steps such as meeting the client, figuring out their needs, studying their current branding, performing market research, etc.) In this instance, I focused primarily on meeting the client's needs. These were some of the notes from our first meeting:
Based on this information, I made some critical design decisions: make a single-page website with a more visually appealing and responsive, mobile-friendly user interface.
In the previous versions. of the website, pages such as "Meet the Team", "Seasonal Specials", and "Menu" were included. In this iteration, these extra pages were cut to meet the client's request for simplicity and "hands off" maintenance. It also streamlined the user journey, highlighting important sections such as the food delivery services.
We decided that the most important pieces of information to include were: existing branding, address, location, phone number, and food delivery services. Clearly displayed information would have an immediate impact on website visitors and existing customers, helping to build user trust and brand recognition. Including photos and reviews would help support the restaurant's reputation and high Google review score.
I suggested some light updates to refresh the restaurant's aesthetic and branding, such as incorporating a mixture of retro and sans-serif fonts, a modern website layout, and casual photography (compared to formal, stylized photography, which is more expensive). We also discussed copywriting, which has a decidedly more casual and friendly tone. All of these changes would help differentiate the Edmonds restaurants from other Patty's Eggnest locations.
Design Goals
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Simplify the UX journey
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Improve mobile responsiveness
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Create a more visually appeal user interface
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Increase user trust and safety
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Support the restaurant's growth and local reputation
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Create a design language to reflect the company's brand values of good food, quality, and togetherness
Results
I implemented many key changes to the Patty's Eggnest Restaurant website. Overall, I feel the website design was successful in many ways. I addressed each of the design goals, paying careful attention to the clients' requests, needs, and feedback. Along the way, I found opportunities to create fun little touches, such as the breakfast icons and parallax scroll with a food background. This not only makes Patty's Eggnest - Edmonds feel unique, it showcases some of my personal graphic design style.