Puzata Hata Delicious digital for Ukrainian cuisine

Puzata Khata is the largest chain of fast food restaurants serving national Ukrainian cuisine. This is the official definition; it is even written in Wikipedia. But in real life, it should be said a little bit different.

 Probably, each of us has had a “Puzata Khata” in our lives! Someone - when they were students, someone - while moving to a new office, when it takes 2 minutes to walk to get lunch, someone - for a quick, hearty meal. One way or another, this is a restaurant that is really familiar to everyone and loved by many. A huge flow of daily guests: Ukrainian city dwellers and tourists - everyone who loves Ukrainian cuisine and is counting on a small budget:

Previously, all the main touches with the brand took place offline: radio, city lights, billboards. But every year it has become more and more effective to interact with the target audience on the Internet for three reasons: it's cheaper, it's faster, our target audience is increasingly there.

Our tasks

• To build the presence of the Puzata Khata brand in digital.
• To ensure interaction with the consumer at the level of “not yet necessary, but if I am hungry, I need to go to Puzata Khata”.
• To ensure interaction with the consumer at the level of “I need to go to Puzata Khata - how best to do it?”

The main point of communication is the website proposing interaction with all digital channels: social networks, messengers, portals, etc. That's why we started building the updated image of Puzata Khata with the website.

First, an in-depth analysis: Google Analytics of the old site, calls to restaurants, questions to administrators, and, of course, the problems and tasks of Puzata Khata itself. And if the client's main task, in addition to informing visitors about news and novelties, was to find potential employees (and given the dynamics of the increase in the number of HORECA establishments, it is not so easy to find them, especially in the regions), the main requests from site visitors are menus and restaurant addresses.

And the way we create projects for our clients' clients formed the basis for the structure of the new site and the construction of the user's journey through the site. We have to be honest here, we ran into one problem. Special effects. Or rather, their absence. We really, really wanted to make something fun, to create and animate. But no! With our design hearts heavy, we simplified everything. We left only the light dynamics of transitions and animation of elements. We made it as easy as possible to search the address of a restaurant and information about it. We made it possible to quickly build a route and emphasized opening hours.

But the main task was related to the menu. How, on the one hand, to give an idea of the quality and variety of dishes, and on the other hand, not to be tied to specific items - after all, the menu can differ not only depending on the city, but even in individual restaurants. Moreover, the menu is updated once a month - seasonal products are used as much as possible to ensure a low check. The solution was to display only the most popular products of each season, which are most popular and in demand among restaurant guests. And imagine them exactly as you would see them in real life.

The recruitment task was solved by simplifying all actions as much as possible: call, write, fill out a form or go to the usual employment portal. In any case, all information from a CV was consolidated into a single database to allow the administrator to work conveniently.

Our result is satisfied clients and the client`s clients!