Shang Noodle Website / Branding

Shang Noodle is a high-volume, authentic noodle house known for hand-pulled noodles and rich, slow-simmered broths. As they expanded across multiple city locations, their digital experience struggled to keep pace. Their original website suffered from fragmented location info, a clunky online ordering handoff, and visual branding that didn’t match the vibrant atmosphere of their dining rooms.

We delivered a comprehensive digital and visual refresh: streamlining location navigation, creating a frictionless Toast ordering pipeline, and sharpening their brand identity across web and print touchpoints.

The Challenge

• Navigation Friction: Customers struggled to find location-specific hours, special menus, and direct contact details, causing unnecessary phone calls and lost table reservations.
• Disjointed Toast Integration: The transition from the main website to Toast online ordering felt abrupt and confusing, leading to high drop-off rates on mobile devices.
• Dated Visual Identity & Menus: Print and digital menus were text-heavy, hard to read on mobile screens, and didn’t showcase signature dishes effectively.

The Solution

1. Intuitive Multi-Location Navigation

We built a location-first web architecture with auto-geolocation prompts and a sleek persistent location selector.

• Smart Routing: Visitors are seamlessly directed to their nearest Shang Noodle site upon landing.
• Dedicated Location Hubs: Each venue features dedicated opening hours, live wait times, parking/transit info, and direct links to reserve a table or order online.

2. Seamless Toast POS Integration

Instead of booting users off to a generic third-party page, we styled and embedded the Toast online ordering flow directly into the brand experience.

• Unified Cart & Checkout: Unified visual styling ensured the transition to Toast felt native, built-in, and trustworthy.
• Mobile-Optimized Ordering: Reduced the steps from menu browse to checkout from 7 screens down to 3, significantly boosting mobile conversions.

3. Visual Refresh & Menu Redesign

We elevated Shang Noodle’s identity, balancing traditional hand-crafted culinary heritage with a modern urban aesthetic.

• Digital Menu UX: Interactive, category-filtered digital menus with high-res photography, allergen filters, and clear dish customization badges.
• Print & Tabletop Design: Redesigned in-restaurant print menus featuring bold typography, durable materials, and subtle QR integration for quick digital viewing.