Breadstall

Breadstall was on fire - literally and figuratively. Fresh from expanding from their cult-favourite Battersea container to a permanent Soho restaurant on Berwick Street, they needed a digital presence as dynamic and fresh as their biga dough pizzas.

With Dave Portnoy's endorsement (7.6/10 - "The bestPizza I've had so far in London") and critical acclaim from major foodpublications, momentum was building fast.

The challenge wasn't just creating a website - it was capturing the energy of London's answer to NYC pizza-by-the-slice culture while building infrastructure for rapid expansion. Working with an existing brand identity that, while strong,was quite static, we needed to elevate and energise it for the digital space without losing the authentic simplicity that made Breadstall special.

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Our long-standing collaboration with co-founder Philip Eeles allowed us to work intuitively, uncovering insights a traditional briefing might have missed. The breakthrough was understanding that this wasn't about building a venue website, it was about creating digital manifestations of a vibe, not just a venue.

The strategic foundation became "less is more with maximum impact" - Philip's vision of getting visitors from first impression to online ordering in 50 seconds, while building scalable infrastructure for ambitious expansion plans across London.

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Strategic Architecture:

• Built ground-up with organic flexibility to grow with rapid business expansion
• Tactical user journey optimised for 50-second conversion from discovery to order
• Scalable infrastructure anticipating multiple locations and evolving service models
• Integration supporting both walk-up slice culture and full pizza ordering

Digital Brand Elevation:

• Transformed static brand identity into a dynamic digital experience
• Cinematic homepage with background video creating a movie title scene atmosphere
• Strategic layering of social proof with floating customer reviews over immersive     visuals
• Small, memorable details elevate it above typical venue websites

UX/UI Innovation:

• Seamless integration, making the brand and website appear conceived together
• Intuitive location switching between Battersea and Soho experiences
• Pizza-by-the-slice concept clearly communicated for the London market, unfamiliar with NYC culture
• Mobile-optimised for grab-and-go customer behaviour

Technical Excellence:

• 8-week build timeline (client-ready, though extended by client feedback cycles)
• Performance optimisation for high-traffic launch periods
• Integration with ordering systems supporting a rapid service model

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Digital Dynamism: Website capturing the energy andfreshness of the physical experience - visitors feel the Breadstall vibe beforestepping through the door.

Conversion Efficiency: Strategic user journeydelivering on the 50-second promise - from curiosity to order without frictionor confusion.

Scalable Growth Platform: Infrastructure supporting ambitious expansion plans while maintaining brand consistency and operational efficiency across locations.

Brand Elevation: Digital presence that steps up the existing brand identity, creating memorable details and cinematic experiences that differentiate from typical restaurant websites.

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