CASE STUDY

The Dinner Dude

Web Design | Design | Content | Consulting

About Dinner Dude

The Dinner Dude is a specialty food service based in Houston, TX. It’s not a restaurant, nor your typical food delivery service. The brick-and-mortar storefront serves as place for customers to purchase prepared meals – either pre-ordered or in-stock. Dinner Dude also offers next day delivery of prepared meals for all online orders. The meals are gourmet quality and expertly designed for people looking to eat better. They offer nutritious meals that also conform to dietetic guidelines like the the HcG diet, Paleo, Gluten Free, and more.

What We Did

  • Helped an entrepreneur increase sales in an incredibly competitive market
  • Launched an improved, and optimized, digital presence
  • Brought an online ordering system up to speed with modern processes
  • Integrated production, retail, and web data silos

How We Did It

  • Built a user-friendly and mobile-ready website
  • Implemented a new online ordering system
  • Implemented a new payments processing system and updated POS system that accurately reflects all in-store and online sales

Challenges

The Dinner Dude has a unique production and delivery model that required custom design elements to properly process and prepare pre-ordered meal plans. Their business operated with an 8 year old website built upon OSCommerce, an outdated eCommerce platform. The website wasn’t optimized for mobile users, which made it impossible for customers to place orders on their smartphones or tablets. With a unique business model and a broken website, The Dinner Dude felt that it was time modernize their business and improve sales.

 

Solution

The Dinner Dude initially asked Divining Point to develop a marketing strategy that would “make some more noise” and boost sales. However, after some market research and a thorough review of analytics, we noticed:

  • 50% of the Dinner Dude web traffic was coming from mobile
  • There was a high bounce rate on their home page and order page
  • The outdated and poorly designed OSCommerce website hindered online sales
  • Mobile ordering was impossible

Given our findings, the Dinner Dude hired us to design a new website and provide consulting to upgrade multiple internal operations. One of the many challenges of this process was that the new site needed to display a large menu that would be specific to either real-time inventory (for short term deliveries) or pre-ordered inventory (for deliveries 3 or more days in the future).

 

 

The Dinner Dude has a 3-day production schedule that minimizes spoilage and waste, and guarantees the absolute freshest quality of food. In order to support this unique model, we helped the Dinner Dude track inventory by recommending and integrating a POS system that connected with in store with online sales. Prior to this upgrade, The Dinner Dude manually updated inventory on the website at the end of each day, which led to further problems with order fulfillment and inventory management. Taking things a step further, we worked with the Dinner Dude to implement a new payments solution that worked for in-store and online sales, and also reduced their charges for credit card payments.

To create a site that enticed customers, we produced custom photography for all main menu items and tagged each menu item based on dietetic categories. The new website reflects an improved shopping experience with a better aesthetic, and the sales results speak for themselves. Online orders have eclipsed in-store sales for the first time in the company’s history. Additionally, The Dinner Dude has reduced waste and spoilage from 18% to 7%, and they now have the ability to set production schedules based on real sales volume as opposed to speculative predictions.