Enjoy Saga Wagyu beef in a casual and relaxing atmosphere.
| Title | BBQ restaurant, Yakiniku Marumiya Website |
| What I did | Direction, Brand Deep-Dive, Copywriting, Design, Web Development |
| Purpose | A website for branding. To provide information about Yakiniku Marumiya that is not available on Tabelog (restaurant review website), and communicate the appeal of the restaurant. |
| Target Audience | 1. Women in their 30s and 40s with children in elementary and junior high school. 2. People who seek a calming space suitable for groups and are conscious of cost and nutrition. 3. People who prefer a relaxed atmosphere when dining out, such as when they are too tired to cook or during mothers’ meetings. |
| Concept | “Enjoy Saga Wagyu beef casually and relaxedly” |
| Design | Unified the website with red and black, which are the image colors of Yakiniku Marumiya. I used a rounded design that makes you feel relaxed and reassured throughout the design so that the features of the shop, such as “a relaxed interior” and “serving high-quality meat from Saga Prefecture,” are communicated. |
| Applications | illustrator, Photoshop, and Dreamweaver |
| Language | HTML, CSS, and jQuery |
| URL | http://829marumiya.sakura.ne.jp |
| Publication date | November 2020 |
Project Process
Below is a detailed summary of the process from the target audience, concept, structure, and design planning.
Request Details
・Want to create a site that communicates the goodness of the restaurant.
・Want to create a site that women would also want to visit.
→ This is because they have a policy of increasing the number of female customers in the future
(currently, the ratio of male to female customers is slightly higher for men).
About the Strengths and Characteristics of the Shop
Because the client themselves were unclear about what their strengths were,
I conducted interviews with the client and analyzed word-of-mouth and strengths from the perspective of “Why do customers go to Yakiniku Marumiya?”
I summarized the results of the investigation in the following diagram.
Investigation/Analysis Results
Here are the investigation/analysis results, word-of-mouth reviews, and positioning map that were made in order to create the above diagram.
Top 5 Word of Mouth Reviews
| Review Content | Percentage |
|---|---|
| Delicious meat | 36% |
| Good value for money | 23% |
| Delicious hamburg steak | 13% |
| Good service | 15% |
| Comfortable, can relax | 6% |
Some Reviews:
“The grilled meat is delicious, and if you’re going to spend as much money as eating all-you-can-eat, I’m more satisfied with eating delicious meat at Marumiya.”
“This is a restaurant where you can get more satisfaction than the price. The people in the shop are brisk and kind. It’s a shop that makes you smile.”
Positioning Map
I compared the “price” and “atmosphere inside the shop” with neighboring competing stores and analyzed what position Yakiniku Marumiya is in.
Based on the above diagram, it was found that Yakiniku Marumiya has the following features compared to neighboring competing stores:
・Price is in the middle position
・The atmosphere inside the shop is calming
In terms of price, it was found that the price is high compared to all-you-can-eat barbecue restaurants W and G which prioritize cheapness, but it is cheap compared to high-end barbecue restaurant R. The store, which is directly managed by a butcher shop and does not go through wholesalers, has the feature of being cheap for the quality of meat. As a basis for the position where the shop has a calming atmosphere, compared to barbecue restaurants with few private rooms and open barbecue restaurants of the buffet type, the store has semi-private rooms and private rooms, and the presence of partitions makes it a relaxing atmosphere.
Summary of Investigation/Analysis Results
From the above word-of-mouth survey and positioning survey, the main strengths/features of Yakiniku Marumiya were found to be:
- Affordable price for high-quality meat
- The shop is centered on semi-private and private rooms where you can relax
- Delicious meat and Hamburg stakes
Site Target/Persona
Considering the strengths and characteristics of the client that we learned from the above investigation/interview and the requested contents, we decided on a 30s woman with growing children who eat a lot of food. The main factors that determined this target selection are as follows:
- The client aims to “acquire new female customers” in the future.
- The founder’s wish to “eat Saga Wagyu beef cheaply and to maximize customer value.”
- Affordable, high-quality meat with great value for money, according to reviews.”
Persona
| Age | 34 |
|---|---|
| Address | Address |
| Hobby | Cooking |
| Income | Annual income of 3 million yen(A$31,503) |
| What she wants from a restaurant | A place where she can relax and dine with her family and mom-friends. When going with her family, she has a growing son, so she’s looking for a cost-effective place where they can eat plenty of delicious meat. |
Site Concept
“Relax and enjoy delicious Saga beef casually”
With our persona in mind, I have designed the content and design of the site to make the visitors, especially mothers, feel relaxed from their daily fatigue and realize that the quality of the meat is high and the price is within their reach.
Customer Journey
Generally, customers find the website through Tabelog, a platform with strong SEO.
Example: Search for “Yakiniku Saga City” on Google → Find the Tabelog page for “Yakiniku Marumiya” in the Saga City Yakiniku ranking → Wanting to know more, click on the link to the Yakiniku Marumiya homepage on Tabelog → Be attracted by the special menu and atmosphere of the shop on the site, and visit.
Site Design
▼Font
Sawarabi Mincho
From the feature of Yakiniku Marumiya that it’s cost-effective, we have chosen Sawarabi Mincho, a Mincho font that is not too elegant and makes people feel friendly.
▼Color
The color scheme is based on the image color of Yakiniku Marumiya, which is black and red.
Background: Black #131212
To convey a sense of kindness, we use black that’s slightly mixed with gray.
Main: Reddish-brown #802727
Image color red × color of the restaurant’s table
Font color: White #ffffff
A color that stands out against black
Accent: Ocher #c19c42
Warmth × Calmness × Balance with reddish-brown color