The challenge
Creating appetite and taking an order pull in opposite directions.
Lead with ordering and the site feels like a form. Linger too long on atmosphere and people cannot find the menu.
Opportunity
Separate the two jobs
Rather than blending them into something that does neither well.
The solution
An atmospheric entry that hands off quickly.
With the menu never more than one action away from anywhere on the site.
Design decision
Two modes, one brand
Atmosphere and ordering, clearly separated.
Each does its job properly because neither is compromised trying to do both.
Outcome
A site that sells and transacts.
Without either mode undermining the other.