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Digitization down to the smallest detail

VAPIANO SE, based in Cologne, is a publicly traded chain restaurant company founded in 2002. The chain's restaurants offer Italian-style food based on the fast-casual concept.

The project

Realignment of Vapiano's digital brand presence with a focus on "Order & Pickup" and restaurant finder: clear user guidance from menu → order → pickup, consistent look and feel, and clean measurability across all touchpoints.

Customer Page

2018

industry

chain restaurants

website

https://www.vapiano.de/de/

The challenge

Many locations, different offers, and times of day—yet a journey that quickly leads guests to the right order. At the same time, the brand image needed to be modernized, loading times on mobile devices reduced, and tracking across the web and campaigns standardized.

Services rendered

  • Audit of information architecture, loading times, and conversion paths
  • UX/UI design for menu, store and restaurant finder, "Order & Pickup"
  • Content and image style guidelines (dishes, allergen/info modules, tone)
  • Technical optimizations (Core Web Vitals, image/caching strategies)
  • Setup of events, consent, and conversion tracking (GTM/GA4)
  • SEO basics (structured data, local SEO for locations, on-page hygiene)
  • Campaign setup & landing pages for seasonal highlights/promotions
  • Dashboarding & reporting for marketing and operations
  • Handover & training for the internal team

The result

A fast, brand-consistent online presence with clear ordering paths: Guests find restaurants and dishes faster, "Order & Pickup" converts more reliably, and marketing/operations receive transparent data for continuous optimization.

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About the customer

VAPIANO SE, based in Cologne, is a publicly traded chain restaurant company founded in 2002. The chain's restaurants offer Italian-style food based on the fast-casual concept.

Shopify Partner

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