Piccadilly Zehnder Case Study
As a longstanding institution of family-friendly comfort food, Piccadilly wanted to retain its reputation as a time-tested, go-to spot for fresh-made, homestyle cooking — but, at the same time, the brand wanted to appeal to younger diners looking for more convenient, modernized dining experiences. Part of this challenge included updating the Piccadilly website, which was outdated, unintuitive, and lacked important sales features like online ordering. Ultimately, Piccadilly hoped that these efforts would boost restaurant and catering sales in target markets like Atlanta, Baton Rouge, Jackson, Memphis and New Orleans.
Zehnder wanted the new Piccadilly website to connect with new and existing customers through menu offerings, locations and hours, gift card purchases, promotions, food and disaster meal service options, online ordering, and holiday ordering. The architecture of the site allows for a scalable, multi-phased approach that enables Piccadilly to easily update and add content via a custom content management system. A seamless, customized user experience was designed with a foundation for a responsive framework (so that users could easily view the Piccadilly site from any device) and find location-specific content.
Given that mobile devices account for more than half of all internet usage, one of the most important objectives was making the Piccadilly website responsive. Zehnder designed a clean, simple site that easily scaled to fit the dimensions of any screen size and ensured that content loaded quickly to provide a positive user experience while avoiding penalties from search engines like Google.
Piccadilly’s catering services are a core part of its business. Zehnder made it seamless for users to view menu offerings and place online catering orders through a dedicated online ordering section of the Piccadilly website. Users are now able to view location-specific menus and place an online order in minutes for both catering and individual orders. Additionally, Zehnder made it easy for users to connect with Piccadilly through prominent placement of signup forms for email and text updates as well contact forms to connect a guest directly with the catering team for larger event needs.
Total catering orders placed during Piccadilly's prime, holiday season.
Total catering orders placed by guests using the Piccadilly site.
Compared to the previous year, the site received 168% more new users in the first six months post launch.
Increase in organic search traffic compared to the previous year.