User experience and quality go together like pepperoni and mozzarella.
Our client, Dante Pizzeria, specializes in authentic wood-fired Neapolitan pizza. Their dedication to authenticity, quality, and straight-up deliciousness influences everything they do. When owner, Nick Strawhecker came to Grain & Mortar for an update to their menu system we noticed an opportunity to work with a fellow artisan.
“Simplicity is the ultimate form of sophistication.” – Leonardo da Vinci
In design, coding and copywriting we’re always striving to remove unnecessary information in an attempt to get an idea to work in its purest state. Nick shares our obsession with simple, mouthwatering quality. His career in the culinary arts led him to Italy where he learned the tradition of Neapolitan pizza. His is one of fewer than 100 restaurants in the United States that is certified by the Associazione Verace Pizza Napoletana. This organization upholds the traditions of Neapolitan pizza making and has strict requirements about ingredients, the type of oven and the technique used to make pizza.
We love eating pizza. And we also love creating great user experiences. So collaborating with Nick to reconfigure their menu system was a great way to merge our expertise in both areas. Together we worked to eliminate anything unnecessary to ensure the best experience for his customers. We quickly found their menu pain points were similar to user experience issues we’ve seen many times before.
Approach the customer at their comfort level.
Dante offers a large wine selection. Their original menu was organized by regions in Italy. This was a great system for knowledgeable wine drinkers but it wasn’t working for the typical customer.
We re-structured the wine list to make it more accessible.
If everything is important, nothing is important.
Separate menus for dinner, drinks and happy hour items were overwhelming customers and the wait staff.
We streamlined the menus and simplified the layouts into more user-friendly categories.
Keep maintenance easy and you’ll save time, money and resources.
The original Dante dinner menu was flimsy and tended to get beaten up quickly. We worked with MTRL Design to create a custom, laser cut, wood board to hold the new dinner menus. This 1/8-inch birch plywood board adds a robust feel to the menu and ties the craftsman experience that exists in the Dante kitchen to the table.
The previous dinner menu also included a listing of their daily specials. This required the staff to print a new large dinner menu every day. We created a template for a smaller daily menu insert that saved them on ink and is easy to insert into dinner menus each night.
Like Grain & Mortar, Dante Pizzeria is dedicated to quality, expertise and a great customer experience. If you’re in Omaha treat yourself to one of their great pizzas in their newly redesigned dining room and enjoy the snazzy new menus.