Table of Contents
About Armaani Biryani
Armaani Biryani, from the house of GoGrill specialities is one of Chennai’s relished brands. Biryani, which is emerging as the biggest food service and delivery category in India is a complete meal, with authentic and versatile recipes, of various aromas and flavours. Armaani has made an indelible mark in the fine quality of biryani with the use of high-class ingredients like rice, premium masala, handpicked meat and vegetables. With enthusiastic acceptance from their loyal customers, Armaani is emerging as a premium biryani chain.
Having multiple delivery points across Chennai, Armaani wanted a stronger online presence to cater to newer audiences.
The Challenge
Armaani Biryani’s website was outdated, unattended and was not addressing their business needs for growth.
- The website was hosted in a SaaS based platform which had its own limitations on UI and the brand elements were missing
- The website had limitations to manage the product listings
- The time-slot booking option which is a key aspect of their delivery was unable to be activated in the old website.
- Delivery option based on the pincode was not available
- The option to add recommended items in shopping cart page was missing
- There was a huge limitation on integrating third-party APIs like delivery that can enhance the customer experience
Our Approach
- Upon signing up the project, our team at Pixel Studios understood that the challenges to be addressed were as follows
- To enhance the User Interface to the brand guidelines of Armaani
- To enable the eCom features keeping in view the user friendly approach
- To add business specific features like time-slot booking, À la carte, etc
- To give a simple and powerful backend CRM system to manage their orders
- The team created a matrix of products, the availability time-slot along with customised features to map the entire offering to be handled by the website backend
- A brief study on other biryani delivery websites was done to arrive at the market standards & expectations
- The required third-party services & integrations were listed to be organised
- The wireframe of the entire website, based on the lines of user flow was finalised, which took into account the standard & customised features
- The UI screens that aligned with the brand’ guidelines were designed and on approval from the client, was taken to front-end development
- The features were enabled by optimised coding along with backend admin module
- Upon integration, the beta website was put into rigorous testing
- The APIs for communication and delivery were completed and the functioning was checked before taking the website live
Our Solution
Few of the solutions specific to client is listed below
- Simple eCom navigation and workflow for customers to order biryani in 3 clicks
- Customised biryani ordering by choosing the desired starters, desserts, beverages on the preferable delivery time
- Integrated seamless delivery messaging from order confirmed to order delivered status
- Implemented a simple backend CRM system to manage orders and processes by their support team
Result
With a business-centric approach to the website, the following results were acheived.
- Better customer engagement on the website from the day 1
- The orders crossed the earlier levels on the day 3 of website launch
- The customised biryani ordering was most ordered item in the menu list
- The rise in repeat ordering
Conclusion
Amidst various food delivery apps, a stand-alone food ordering website has to offer a seamless experience to stay on top for customers, especially the repeat ones. This enhances the brand’ reputation apart from increasing the operational margins of the clients. At Pixel Studios, we combine the business requirements, user experience and economic viability of the project to design performance-driven websites that can fit into the business needs. Whether it’s designed for organic traffic or performance marketing, we build sites that can convert the traffic to business. Reach our web design agency to build a website that fits your business.
