grahamskitchen
A UX/UI and strategy project for Graham’s Kitchen in De Pijp, focused on a more refined digital presence and a clearer à la carte proposition.
Client
Grahamskitchen
Year
2024
Project type
UI/UX Design, Repositioning & Strategy
Credits
Razvan Demeter
UI / UX
Repositioning
Hospitality
Problem
Graham’s Kitchen had a strong reputation, but its website did not reflect the restaurant’s quality. The changing course format also gave guests fewer reasons to return for favourite dishes.
Role & Scope
I shaped the website’s UX/UI, positioning, menu direction, and visual language.
Outcome
The new direction made the brand feel more considered and supported an à la carte menu designed to encourage repeat visits.
Process
01
Discovery & Problem
I identified the gap between the restaurant’s reputation and its digital presence.
02
Research & Principles
The direction focused on clarity, confidence, and giving guests more reasons to return.
03
Ideation & Creation
I explored a more refined visual direction for the website and menu.
04
Menu & Experience Strategy
I proposed an à la carte approach to make favourite dishes easier to return to.
05
Iteration & Refinement
The final direction balanced atmosphere, menu clarity, and commercial value.
Design Decision
Constantly Changing Courses vs À La Carte Return Visits
The project explored a clearer menu model that could support repeat visits.
Option A
Continue with a constantly changing course approach
Option B
Introduce an à la carte menu with signature choices
Chose: A stronger à la carte proposition
An à la carte menu gave guests a direct reason to return for dishes they already wanted.
Learnings
◉
A restaurant website should create desire, not only take bookings. Luxury also comes from clarity and restraint.
◉
A stronger brand works best when the offer is easy to choose.
What I'd do differently
◉
I would create a clearer system for seasonal menu updates & explore a simple follow-up experience for repeat visits.
Next project
