Lee Chen Asian Bistro: Delivery Integration Boosts Online Presence

Lee Chen Asian Bistro, a beloved culinary institution in the Greater Toronto Area, has delighted patrons with contemporary Chinese and Asian Fusion cuisine since 2010. With three bustling locations — King & University, Yonge & Bloor, and 404 & Wellington — the restaurant is known for delivering an elevated yet authentic dining experience. However, in today’s digital-first environment, the restaurant recognized the need to streamline its online ordering process and improve its overall digital user journey to meet modern customer expectations.

As part of this initiative, I was brought on to revamp Lee Chen's website, improve the user journey, and integrate leading food delivery and pickup services to increase conversion rates and enhance the customer experience.

Objectives

Website Revamp: Redesign the website to enhance visual appeal, usability, and ensure 100% responsiveness across devices. Focus on a modern, intuitive interface to guide users from the homepage to ordering with ease.
Integration of Food Delivery Platforms: Seamlessly integrate popular delivery platforms like Uber Eats, SkipTheDishes, and DoorDash to provide customers with a variety of convenient ordering options.
Pickup Service Integration: Embed the Ritual app for easy pickup orders, giving customers an alternative to delivery and minimizing their wait times.
Menu Optimization: Organize the menu by categories and main ingredients, making it more accessible and easier for customers to find dishes quickly.
Location-Specific Highlights: Showcase unique menu options available at each location to differentiate the offerings and encourage exploration across the three venues.
Enhanced Digital Presence: Use Google Maps and Google 360 tours to provide immersive, location-specific experiences for customers searching for dining options.

Revamping Digital Strategy: Optimizing Lee Chen's Website for Enhanced User Experience, Multi-Platform Integration, and Increased Engagement

To improve Lee Chen’s online ordering process and user journey, I implemented a holistic strategy that combined a modernized website design with seamless third-party service integration.

Website Revamp & User Journey Optimization

The website was redesigned to reflect a clean, responsive layout that catered to users across all devices. The new design offered an intuitive menu categorized by dish type and ingredients, reducing the friction in the ordering process. Emphasis was placed on optimizing the user journey — guiding visitors from browsing to ordering as efficiently as possible.

Delivery & Pickup Service Integration

To capture the growing demand for online food delivery, I integrated Uber Eats, SkipTheDishes, and DoorDash directly into the website. Additionally, Ritual’s pickup service was embedded, allowing users to place orders for in-store pickup seamlessly. This multi-platform integration provided flexibility, ensuring that both delivery and pickup options were easily accessible.

Menu Categorization & Location Highlights

The menu was reorganized to improve discoverability, with clear categorizations for appetizers, mains, and desserts. Each restaurant location had its unique menu offerings highlighted, which helped differentiate the venues and encouraged loyal customers to explore all three.

Enhanced Online Presence with Google Maps & 360 Tours

Each location was enhanced with Google Maps integration and 360-degree virtual tours. This gave users the opportunity to visualize the dining experience before visiting, boosting engagement and providing a sense of familiarity with the space.

To highlight Lee Chen's three different locations, we showcased the array of menus available at each location, providing customers with a clear understanding of what each restaurant has to offer. We also integrated Google Maps and a Google 360 tour for each location, allowing customers to easily find the restaurant and get a sense of its ambiance before arriving.

Overall, our implementation of these strategies aimed to create a seamless, user-friendly experience for customers looking to dine at Lee Chen Asian Bistro, ultimately driving more traffic and business to the restaurant.

Designing a Seamless Ordering Experience: Prototyping Lee Chen's Website for Optimal Usability, Integration, and Conversion

During the prototyping phase, the focus was on delivering a user-friendly design that accurately reflected Lee Chen’s brand identity and provided a seamless online experience. Wireframes and mockups highlighted the menu, location information, and ordering features. To ensure a high level of usability, user testing was conducted to refine the design further, resulting in a polished, conversion-focused website.

The enhanced website and integrated delivery solutions transformed the online experience for Lee Chen customers. The improvements led to increased conversions, with more customers utilizing both delivery and pickup services. Additionally, the optimized user journey and streamlined ordering process contributed to higher customer satisfaction and repeat orders.

This comprehensive overhaul not only drove increased sales through digital channels but also helped Lee Chen Asian Bistro strengthen its position as a modern, customer-centric restaurant in a highly competitive market.