In this case study, we examine how Spotlight GB used web design and web development, business branding and digital marketing to help Papajons, a well-known local takeaway, stand out from the crowds. It helped transform its online appearance, create for itself a strong new brand image and improve the process of online ordering. By combining branding, SEO, SEM, social media and bespoke software solution Papajons growth to be more visible, more accessible and more profitable.
Highlights
- NO E-commerce Platform
- NO Proper B2B Structure
- Non Existent Social Media Presence
Services
- Branding
- Search Engine Optimisation (SEO)
- Search Engine Marketing (SEM)
- Social Media Management
- Web Design and Development
- Software Solution
Challenges
In a crowded takeaway market, Papajons struggled to stand out. Its branding was outdated, the website wasn’t mobile-friendly, and customers often complained about poor ordering experiences. Online visibility was limited, and there was no consistent strategy across social media platforms. In short, Papajons needed more than a digital facelift, it needed a complete overhaul to compete with national chains and modern independents alike.
Branding
We gave Papajons a bold new identity that reflects flavour, speed, and quality service.
01 Visual Identity
Developed an attractive and exciting colour scheme and new, contemporary logo which conveys energy and appetite.
02 Typography
Our choice of font includes playful and brisk font styles, which would work well both in menus, packaging, and online.
03 Tone of Voice
Created entertainment-seeking, dynamic tone which communicates to a delighted, starved, inner-city aged.
04 Packaging & Merch Design
Designed pizza boxes, flyers, and uniforms to match the refreshed visual style.
Search Engine Optimisation (SEO)
We optimised Papajons’ online presence to ensure locals could find them when cravings hit:
01 Local SEO
Boosted local rankings by optimising Google Business Profile and location pages for searches like best pizza takeaway near me.
02 On-Page SEO
Updated content and metadata for search terms like late-night takeaway, pizza deals, and food delivery in [city].
03 Review Strategy
Encouraged happy customers to leave Google reviews, improving credibility and local search rankings.
Social Media Management
We assisted Papajons in making their social feed spicy and reach their clients in real-time.
01 Content Creation
A choice of images regarding something delicious and attractive, something cooked behind the scene of the kitchen and some special products.
02 Campaigns & Giveaways
Started contests, discounts, and hashtag challenges to increase awareness and the following.
03 Scheduling
Developed a monthly content calendar that would help me make regular posts, stories, and responses.
Search Engine Marketing (SEM)
We have implemented a paid ad campaign with a high-intent targeting in order to stimulate larger volumes of orders during peak hours:
01 Google ads
Launched campaigns on such keywords as order pizza online, cheesy garlic bread take away and Papajon deals.
02 Retargeting
Set up retargeting ads for visitors who didn’t complete their order, bringing them back when they were hungry again.
03 Custom Landing Pages
Designed fast-loading pages for specific promotions, optimised for conversions.
Web Design and Development
Brand trust and ordering required a well designed, user friendly web site.
01 Mobile-First Design
Developed the mouth-watering responsive web where the visitors can order in a single tap and could get real-time updates.
02 Online Ordering System
Added a secure ordering system with unique features (e.g. repeat order, checks based on the postcode).
03 Menu Optimisation
Created a digital, simple to navigate, filter and upsell menu.
Software Solution
We also made a bespoke backend that assisted Papajons in streamlining their daily activities.
01 Order Management Dashboard
Constructed a real-time ordering system that tracked incoming orders, kitchen updates and handling of drivers.
02 Customer Analysis
Offered data dashboards that would be used to monitor customer preferences, high-demand times, and popular products.
03 Loyalty System
Included digital loyalty card system where returning customers would be rewarded and be motivated to repeat their business.
Results
01 6x Increase in Online Orders
In less than 90 days, this resulted in a huge increase of direct orders with the new site and the SEO.
02 4.5x Growth in Social Engagement
Activity and campaigns helped to increase likes, comments, and shares on Instagram and Facebook.
03 3x Return on Ad Spend
Google Ads and retargeting campaigns delivered high-intent traffic and impressive conversion rates.
04 70% Operational Efficiency Boost
The software dashboard saved time, reduced missed orders, and improved team communication during busy hours.
05 Consistent Brand Recall
With a new look and feel, Papajons became instantly recognisable online, offline, and on every pizza box delivered.
