Project
Old Mirchi Biriyani
By strategically highlighting signature dishes like "Fire Biryani" and improving visual hierarchy, we increased the average order value and streamlined the ordering process for a better customer experience.
- Completed
- September, 2024
- Client
- The Old Mirchi Biriyani
- Location
- Chennai, Tamilnadu
- Industry
- South Indian Cuisine
What we did
- We designed a menu that visually translates the brand's "Spice & Heritage" identity. By using rustic textures and fiery color palettes, we created a layout that immediately communicates the authentic heat and traditional Hyderabadi roots of their cuisine to the customer.
- Our team organized the menu hierarchy to spotlight high-margin signature items like the "Fire Biryani" and "Andhra Chilli Chicken." We used distinct visual cues and borders to draw the diner's eye instantly to these bestsellers, effectively influencing ordering behavior.
- We incorporated high-definition, appetizing imagery of key dishes to trigger hunger cues. The layout balanced these rich visuals with ample white space and clear typography, ensuring the menu remained easy to read even during peak, fast-paced dining hours.
- To enhance the dining experience, we categorized items by spice level and protein type (Chicken, Mutton, Veg). This intuitive navigation reduced decision fatigue for customers, allowing them to quickly find their preferred "dum" style or starter without confusion.
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