About the project
Efsane Zurna Dürüm is a restaurant chain known for its signature sauce and its 70 cm wrap, with branches in Eminönü, Kartal, Kemalpaşa, Tuzla and Maltepe. It grows through franchising.
Starting point
On restaurant sites, visitors have three clear intents: what will I eat, where will I eat it, and how do I order? A fourth audience was added to that — investors looking to buy a franchise. The needs of these two groups are diametrically opposed; one is hungry, the other is starting a business.
Our approach
- We put the product forward in an appetizing way. In this business, what sells is imagery, not copy; the 70 cm wrap and the signature sauce were placed at the center as the brand’s point of difference.
- We listed the branches separately. Each of the five branches got its own heading; “which one is closest to me?” is answered at a glance.
- We opened a direct path to online ordering. For the hungry visitor, the ordering step was made the most visible action on the page.
- We moved franchising into its own lane. The investor-facing section was given its own heading without disrupting the customer flow.
- We turned certifications into trust. In the food sector, documentation is more persuasive than an abstract promise of quality; it was given a section of its own.
The result
The result is a restaurant site that carries the hungry visitor to an order and the investor to a franchise application, without mixing the two audiences.
