hummusbar

Our job was to bring hummusbar into the digital world—a project we began in early 2020, before the pandemic, and which suddenly became even more relevant with the outbreak.

The challenge was to digitize the essence of hummusbar while keeping everything that makes the chain unique: the atmosphere, the attention to detail, the hospitality, and most of all, the love that goes into it all.

During our strategic sessions, we identified a few main goals for hummusbar: (1) improving brand awareness among target customer groups; (2) increasing sales; (3) improving the hiring process; and (4) helping to grow the franchise network.

Our plan was to attack from three angles: a modern website, a native mobile app, and a kiosk for ordering in-store.

The website was the most important tool, which aimed to address all of the above goals, focusing on brand awareness, HR, and the franchise network. After examining the target personas for each goal, we designed the content & structure separately by persona, taking into account their specific needs and wants. We built wireframes and reviewed them closely with the hummusbar team. Next, we created the visual concepts—this was an especially sensitive phase, as the brand is very meticulous about their identity, which they never before successfully implemented in a digital form. Once satisfied, we designed and thoroughly tested the prototypes. Finally, we reached the development phase and implemented a powerful CMS to manage everything from menus and open positions to blog posts and promotions. We also added a localizing solution that allows for easy translations.

As a part of the digitization project, we developed a native mobile app for hummusbar. This app allows users to pre-order their meals or use it as a digital menu to order directly to their table, helping to achieve our goal of increasing sales.

The kiosk, also a solution for goal (2), is part of the next-generation of hummusbar branches, which aims to simplify and quicken the ordering process and make it safer in the aftermath of COVID-19 by eliminating the need for human contact.