Dos Toros Website
Dos Toros is an east-coast based restaurant chain that's part of Founders Table Restaurant Group. They're dedicated to sharing our love and passion for the Bay Area Mission-style taqueria experience.
Year
2024
Category
Food & Beverage
Type of Work
Branding
Product Design
Product Management
Problem: The old Dos Toros website wasn't representative of the modern brand and delicious, food that we make. It looked like it was made in the early 2000s, had very few images, and lacked a strong message.
Our goal was to build a brand new website that drives ordering, highlights menu variety, and modernizes the brand.
the old website
The old website had several major pitfalls:
1. From a user experience perspective, key features that funnel to sales (like order now buttons, locations page, or catering pages) were difficult to navigate. We needed to reduce the barrier to starting an order. For example, it took 5 clicks to get from the homepage to a specific restaurant's ordering page. That's significantly too many.
2. From our annual customer surveys I ran, we found that over 80% of Dos Toros customers didn't know about the loyalty program. We needed to elevate the loyalty page on the website and get higher conversions to sign up.
3. The clunky web and marketing site components detracted from the actual quality of food that Dos Toros produces. We needed to modernize the entire brand image online.
new website design
I first cleaned up the site map. I focused the attention on ordering, and cut out outdated pages: including cutting 2020 COVID guidance info, a Dos Toros Spotify Playlist, a cringy mascot's Instagram page, and many more.
I elevated all instances to start an order: joining the previous 3 delivery, pickup, catering buttons into one clear button. We cut the number of clicks to navigate from homepage to a restaurant's ordering site from 5 to 2 clicks.
A fellow designer on our team developed the text styling and initial component set for buttons, headers, footers, and marketing carousels, and then I arranged them into the full spread web pages. When designing the components we collaborated closely with our marketing team to make sure components would cover all the photos and copy they'd need to communicate a strong Dos Toros brand.
For the remaining site design, our other designer and I split up the work: she designed home page and about us page, and I designed all the remaining pages, including the menu, locations page, rewards page, careers page, and more.
Throughout the design of each page and component, I conducted competitive reviews of best-in class fast-casual brands. For example, we wanted images of our menu items like Sweetgreen, callouts to local producers like Chipotle, and animated headings highlighting seasonal favorites. I designed a scrolling / sticky to the top animation to guide customers through the steps of ordering: entree, proteins, toppings.
Dos Toros also had an interactive nutrition calculator that is incredibly loved by loyal, macro-obsessed customers, so I elevated the calculator's user experience for this new site. Customers can create their perfect burrito with any mix of toppings, and all the macros will automatically count up for them.
With every page on the site, we kept a focus on bright, summer-filled visuals, and clear, quirky copywriting. We included more animations to highlight the fresh, raw ingredients we use. And we wanted to honor Dos Toro's full origin story starting from our founders, Leo and Oliver, so I added "home-grown" touch on the about us page with some childhood photos of them.
the final product
After wrapping the design, the final website was then developed over 1 month by one engineer, and myself as the product manager. Throughout development, I collaborated deeply both in Github with our engineer and with internal teams (Marketing, HR, Founders, Executives) to get all the photo and copy collateral in tip top shape.
Check out the new website at dostoros.com
