Full service and Online Shop for Dorji Sushi to Go

Once again, we had the pleasure of implementing our full service for another client. We have been supporting Dorji Sushi to Go since 2024 and were once again able to realize some of our new work - such as the implementation of a complete online store including a newly developed and designed website and new corporate design.

Get in Touch

First, let's talk about Dorji, the owner of the sushi restaurant himself, and how this contact with the food industry, which is not unknown to us, but rather new in the light of our previous customer industries, came about.

Dorji Tsering has been working as a renowned sushi chef and master since 2004 and decided to realize his dream of owning his own restaurant in 2018 by founding Dorji Sushi to Go. All beginnings are difficult, so although a website was designed to sell his sushi online, it was developed as a pragmatic solution rather than a visionary measure due to the initial complexity of the organizational structure and finding one's way around. It quickly became clear that the designed website was not up to date and also had significant technical flaws, which made the ordering process all the more difficult for customers. In the end, a responsive implementation of the site was not considered, which completely failed the nowadays essential principle of the “mobile first” approach. As a result, orders via cell phone or tablet were not even possible. The crucial point, however, was that the website was in no way GDPR-compliant, which ultimately led Dorji to the realization that this solution could not be a permanent solution and that it was necessary to commission a professional implementation.

So how did he get in touch with us? Well, like us, Dorjis restaurant is located in the state of Saarland. More precisely, in the beautiful city of Saarlouis and therefore close to our company. As a result, we were already familiar with the restaurant before we became involved. As luck would have it, it turned out that we had a long-time acquaintance on both sides and a long-time friend for Dorji, who was looking for an advertising and design agency that was able to implement the new approach of Dorji's website. The contact was quickly established and the first meeting to get to know each other was arranged, where new important goals for the upcoming project could already be defined.

The final task was to program a fully automated online webshop including a completely new, revised corporate design, menu flyers, a newsletter, voucher and discount system, up-to-the-second sales statistics evaluation and offer optimization, as well as fully automated receipt printer integration at two different locations.

Implementation of the online store

Firstly, the development of the corporate design, which had to be completely redesigned, was characterised. As can be seen from the image, we opted for a professional style with subtle playful elements for this design. The chosen font is reminiscent of the hiragana, katakana and kanji of the Japanese alphabet and thus emphasises the roots of sushi. The strong colours of orange and green are another important feature and signal the typical colours of sushi, consisting of salmon and wasabi.

A new company logo was also designed, which cleverly combines the elements of the corporate design from the chosen font, colour and sushi roll. To present this, we decided to realise a short video that would bring together the various elements of the logo in a modern way.

Next, we turned our attention to the existing product range. Although there were already some images of the product range on offer in the old shop, these did not reflect the desired quality of the products due to the poor resolution, which was always the top priority. We therefore decided to completely edit all 154 product images, each of which was retouched individually and manually. Of course, it would be too much to show all these images here, but we would like to present some of them below to illustrate the difference in quality that we believe has been achieved.

We think the result is quite impressive.

Dorji was also keen to make the shop as dynamic as possible, so that orders can be limited depending on the workload in order to optimise the customer's ordering process as much as possible and prevent long waiting times. Of course, this was also implemented. However, we didn't just leave it at manually limiting the slots. The special thing about our webshop is that it is controlled by a self-written, fully comprehensive plugin that was integrated into the shop system. We developed the plugin in such a way that incoming orders are recognised automatically and the order slots can therefore be organised automatically. All incoming orders are compared with the database, which we have also integrated, and orders are automatically limited if the capacity utilisation is too high. Of course, care was taken to design the plugin in such a way that it takes into account the different opening hours at the two Dorji Sushi to Go locations, as well as regional public holidays. This ensures that there are never more orders than can be processed.

Now to the realisation of the menu flyers to be created, which are just as essential for a delivery service. Here, too, we were able to intelligently utilise and incorporate the newly created corporate design. The motif of the flyers is a slate plate, which is often used for serving sushi. The range of goods on offer can be viewed on both sides of the "plate". In addition, the dishes were divided into different categories, which can be found in exactly the same way on the shop's website. This increases the user-friendliness of the concept enormously, as customers can easily familiarise themselves with the range and quickly find their way around the website. Here, too, we have gone one step further, because when we say full service, we mean it. To further optimise user-friendliness, we decided to add a QR code to the respective categories of the flyers, as well as to existing social media accounts. With a simple scan of the mobile phone, this then immediately redirects to the respective shop page of the category, where the dishes contained can then be found in the high-resolution images shown above. When the social media icons are scanned, the user is of course redirected to the relevant account on the corresponding platform.

Last but not least, two different receipt printers were installed, which were required at both locations of the restaurant. For better organisation and faster processing of orders, the wish was expressed to be able to record the respective orders together with the order time. So, without further ado, we used our plugin again and combined this with the incoming orders. Each of these orders was then formatted in the shop after the customer's order confirmation and the information contained therein was transferred to a mail template that we also created by us. This template was then used as a basis for the respective receipts, which are automatically printed out for each order at the respective location by the corresponding receipt printer. Of course, the receipt printers were also configured in such a way that the different opening times of the two locations were taken into account and the receipts were therefore only printed at the right time at the right location in order to avoid unnecessary double printing.

The shop has been online since September 2024, is fully GDPR-compliant, runs fully responsively on all end devices without any problems and has been generating four-digit daily sales since day one. And by the way, since opening, it has also been the most modern, comprehensive and sophisticated online shop for a restaurant and delivery service in the greater region.

You can discover the entire shop experience, including possible orders of the excellent sushi and all product images, by clicking on the following link:

www.dorji.de

To summarise, we can say that the project was incredibly fun despite the changing industry and also gave us plenty of scope for creativity, both in terms of design and development. All in all, we are more than satisfied with the result and look forward to working on further projects of this kind in the future.