VeloWare began work on what was, at the time, a “Restaurant Birthday Program.” Full Table wanted to attract the attention of restaurant owners looking to enhance customer loyalty. The misstep here was that restaurant owners weren’t searching for “restaurant birthday programs” – these were terms in use by customers seeking a free meal. What terminology would be used by a restaurant owner, sitting down in front of Google? VeloWare performed a keyword evaluation, asked restaurant owners themselves, and in teaming with Full Table landed upon the concept of “Restaurant Loyalty.”

With the message and its audience clearly defined, the question then became how to most effectively package and deliver the goods. Arrive at the skilled simplicity of the Full-Table.com home page. The easy, obvious choice is to view Full-Table Marketing’s short video introduction. VeloMedia and Full Table decided that human interaction with a sensible message was crucial to engaging restaurant owners and earning their trust. With a script provided by Full Table, VeloMedia produced a 1-minute video that focused on a theme of straight-forward, honest communication “from one restaurant owner to another.”

This was not a particularly tech-savvy audience. Ease of navigation needed to be a focus of the design concept. Each visit to the site would be an opportunity for conversion, and how to best guide the site visitor from an information gathering experience through to contact became the next question. The user interface was simplified from 12 navigational items down to 3: Welcome, How It Works, and Contact Us. This project was the anti-technical.

VeloWare was given the opportunity to help Full Table adjust its marketing lens – to see the project from an entirely new perspective – and thus, deliver the value every client deserves. Explore the site here.

Key features of the site build were a sample menu and a complex listing of catering services and styles. Of course, image presentation would be crucial. The site was designed to present image galleries, both of available offerings and for a look at actual catering events. Later, a blog component was implemented so the client could begin e-publishing favorite recipes, and tips and tricks, helping further brand LA Food Arts as an authority in the catering industry.

Working with VeloWare, LA Food Arts enjoyed an intensive branding experience sensitive to their pace and available time commitment. Site images were obtained both through original photography shoots and client submission. A Facebook page was built and administrative support was provided to the client. Research was performed on competitor strategy. These tactics put VeloWare in a position to advise LA Food Arts on marketing strategy and how best to capitalize on available channels.

A fresh addition to the VeloWare portfolio, LA Food Arts enjoys a bright color scheme, unique vertical menuing system, and clean layout. Explore the site here.