LOCALIZE GLOBAL RESTAURANT CHAIN IN CANADA AND INCREASE REVENUE
Main Focus:
• Implement a successful business model based on the US experience and fix existing glitches.
• Adapt it to accommodate Canada’s diverse and multicultural customer base.
What Is Din Tai Fung?
Din Tai Fung is a Taiwanese restaurant chain with franchises across Asia, Europe, the Middle East, and North America. This content audit project focuses on Din Tai Fung’s American website since existing branches in North America are in the US.
Motivation:
The project aims to duplicate a successful business model in the US while enhancing user experience through seamless navigation for its service and creating a Canadian website supporting its upcoming expansion plans in Vancouver and other Canadian cities.
Who Are Users for The Website?
• Din Tai Fung’s customers who want to check the restaurant’s menu, make a reservation, order a takeout and reload the gift card. Customers in Canada have diverse cultural backgrounds who choose halal, vegetarian and vegan diets.
• Din Tai Fung’s future employees who want to check up on job vacancies and send out job applications.
How to Address Current Issues and Localize/Support The Growth of New Businesses in Canada?
Prioritized recommendations using content audit and information architecture methodologies:
Enlarging The Client Base in Canada Will Increase Revenue by Providing Localized Menu Categories for Halal, Vegetarian, and Vegan Customers:
• Tailored menu options for Canada’s multicultural clients.
• Food ingredients and allergen icons to the cuisine menu to facilitate intuitive information visualization.
Fix Existing Issues of Din Tai Fung’s American Website Using WCAG 2.2 and Halvorson Rach Checklist:
• Addressing layout/navigation issues on the careers webpage can align elements to enhance visual consistency and brand identity.
• Add buttons to indicate a clear click function and design a consistent layout to improve the navigation experience.
Fix Existing Issues of Din Tai Fung’s American Website Using SEO Analysis and Screaming Frog SEO Spider:
• The 404 issues were found using SEO analysis and Screaming Frog SEO Spider; they are missing content in the Taiwanese version of the web pages.
• To address 404 issues, utilize existing content from the English version of the web pages and translate it into Taiwanese.
