Dine is renowned for its fine catering and event services. Founder Dan Gill wanted to go one step further and develop an online portal where private or corporate customers could create a bespoke menu, order it, then have it prepared and delivered to their door. Anywhere in Britain.

Having experienced their creativity and culinary skills, Aspire already knew Dine’s fine dining was exceptional.

We were in good company, as they’ve also catered for the Queen! We were thrilled, therefore, to create this exciting online food delivery experience for a new arm of the business, Dine Delivered.

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Fast food, but not as you know it

Our brief was to create a lightning-quick e-commerce website for clients to choose a bespoke menu for any event, from a 100-person corporate party to a wedding or even a romantic meal for two. And they should be able to do this in just 60 seconds.

The Dine team’s 25 years of menu-building experience was combined with 300 delicious dishes to create 100,000 potential food combinations. Mix in dietary requirements, tableware options, paired wine offers and other “finishing touches”, and Dine’s MenuMind™ menu selection system was cooked to perfection.

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Clever design to mask complexity

With such a hi-tech and complicated back end, we worked closely with Dine to ensure the front-end user experience was slick, fast and intuitive.

We used interactive flowcharts to develop the initial structure and functionality, including dining themes (i.e. Best of British or Gourmet Globetrotter), dynamically-suggested appropriate dishes and options for making another choice at every turn. Prototypes were then built to explore the final user journey for Dine Delivered.

Finally, we ensured the MenuMind™ system could integrate behind the scenes with payment providers, and assist with staffing, ingredient planning and delivery requirements. Clients could also download a PDF of their chosen menu.

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Delivering with style

Alongside the nuts and bolts of the project, we created a new online style guide for Dine. An expanded online colour palette now works across more applications, while ensuring the amazing dishes remain centre stage.

Vivid photography of all the food was made available to the Dine digital team, along with a website content management system so that they could add updates at any time.

The Catey award is a true testament to the hard work of the entire team that’s supported us in developing this new company over the past 12 months

Dan Gill, Managing Director, Dine Group.
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Dinner is served

The Dine Delivered website is a spectacular success. Clients large and small love the speed and ease of use, selecting suggested menu variants or creating something unique for their special occasion.

The business won a prestigious 2018 Catey award, a gong bestowed by The Caterer magazine, for best use of technology.

One of the judges, James Barnard, said: “Not only is the business model unique but the execution has been handled well. The website just works. The user experience is clean, leaving the client in full control.”

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