Since 1959, Round Table Pizza has been using gold-standard ingredients and time-honored recipes to boldly bake hand-crafted pizza worth sharing.
To help bring that passion online, we partnered to help create a best-in-class online shopping experience, highlighting how hand-crafting and using premium ingredients sets Round Table apart from their competitors.
Overview
Round Table recognized they needed to make a change in their digital experience to keep up with competitors like Papa Johns, Dominos, and Pizza Hut. While these other businesses have created compelling online shopping and ordering experiences, Round Table was still sticking to a traditional print style menu method (preselected items with no customizations). When we started working with Round Table, we quickly realized that Round Table's key differentiator was the quality and freshness of their ingredients.
Early ideas
After mapping out the shopping and ordering workflows, I started working on creating the visual aesthetic. One of my proposals was to highlight premium ingredients through the use of lifestyle (and somewhat messy) photography.
The goal here was to show that real people make and prepare the ingredients daily, and that nothing is ever frozen. By showcasing the process of making pizza, we can highlight that freshness is what makes Round Table unique.
Creative Director
Project role: Consultant, Vision Strategy, Interaction & Visual Design