Introduction

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PlateRate, a digital restaurant ordering platform, identified a need for restaurants to have greater control over their brand identity within the app. By adding customization options, PlateRate now enables restaurants to tailor their app appearance, creating a seamless transition between their physical and digital presence. This initiative allows restaurants to maintain their unique brand image, build stronger customer connections, and increase direct orders from their customized ordering platform.

Challenges & Objectives

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Challenges

Before implementing customization features, all restaurants on PlateRate had a uniform design, making it difficult for businesses to maintain their distinct identity. This led to several challenges:

  1. Lack of brand differentiation – Restaurants appeared as part of a generic ordering system rather than a standalone business.
  2. Lower customer engagement – Customers did not associate the ordering page with the restaurant’s physical brand.
  3. Brand loyalty concerns – Without visual cues from the restaurant, customers felt less connected to the brand, reducing repeat orders.

Objectives

To address these challenges, PlateRate aimed to:

  1. Allow restaurants to customize UI elements such as colors, fonts, and logos.
  2. Enhance brand recognition by aligning the digital experience with the restaurant’s physical branding.
  3. Improve customer retention by ensuring users recognize and trust the restaurant’s online presence.
  4. Provide a seamless and intuitive customization experience for restaurant owners, requiring no advanced technical skills.

Design Process