A delicious F&B UX design is the secret ingredient that turns a casual browser into a loyal customer.
Your website frequently serves as a customer’s first impression of your brand. That first impression must be memorable as users form opinions in as little as 50 milliseconds, faster than a blink of an eye.
Well, the bad news is, a generic website simply won’t cut it for F&B brands in the current vibrant market.
But the good news, though? You will find everything about the essential principles of a successful F&B UX design in this article.
Let’s dig in.
Also Read: Creating Seamless UX Across Devices with Responsive Design
Your F&B Website Is the First Taste Customers Get
Source: Antikode – Union Bakery Web
Unlike a physical restaurant, your website can’t rely on smell or taste to draw people in; it must simulate those senses visually.
Then, how do you translate those senses in the digital world? Exactly, by having a great F&B website that prioritises visuals, story, and user journey.
An excellent F&B website is an effective tool for conversion and persuasion, not just your digital menu. The impact is astounding: eateries can receive more than five times as many digital orders when they use high-quality food photos.
With that said, your visuals, story, and user journey must work together to do three things exceptionally well, including:
- Make visitors hungry
- Make them care about your brand
- Make it easy for them to take action
A failure in any one of these areas means a lost customer.
The Key Ingredients of a Great F&B User Experience
A successful F&B website is built on a foundation of principles that appeal to both the heart and the stomach.
While great visuals may capture interest, a poor user experience can extinguish it instantly.
According to the statistics, nearly 70% of online shopping carts are abandoned, often as a result of a difficult checkout process.
To prevent this, we’ll cover three key ingredients in creating the perfect F&B UX design:
- Enticing visuals to make them hungry
- Authentic storytelling to make them care about your brand
- A frictionless user journey to make action simple
1. Ignite Cravings with Irresistible Visuals
For F&B brands, imagery is your primary sales tool as its the first line of persuasion.
You need to explore several things regarding the visuals on your website, such as:
- Invest in Professional Photography – Consider using expertly styled, high-resolution images with warm, fresh lighting.
- Highlight Textures – To trigger a visceral reaction, use close-ups of foamy bubbles, crispy crusts, or gooey cheese pulls.
- Incorporate Motion – Short, looped videos of pouring sauces or rising steam can bring the food to life and make it feel more immediate and desirable.
2. Build Trust Through Authentic Storytelling
By 2025, consumers want to identify with companies that have a purpose.
Customers are much more likely to remember, recommend, and reorder when they emotionally connect with your story.
- Share Your Origin – Tell the story behind your brand, whether it’s a family recipe, a cultural tradition, or a mission for sustainable farming.
- Show, Don’t Tell – Support your narrative with visuals such as behind-the-scenes shots, profiles of your team, or images of where your ingredients come from.
- Keep It Digestible – Divide lengthy content into visually appealing modules that are simple to read on any kind of device.
3. Simplify the Journey from Craving to Conversion
The best websites lead users rather than overwhelm them.
Once a visitor is hungry and feels a connection to your brand, a simple, user-friendly experience guarantees that nothing will prevent them from visiting or placing an order.
- Streamline Navigation – Limit menu items and make it easy to find key pages like “Menu,” “Shop,” or “Locations.”
- Design for Mobile-First – Ensure all buttons and forms are easy to tap on smaller screens and that the site loads quickly.
- Use Strong, Clear CTAs – Make action buttons like “Order Now” or “Find Near Me” visible, compelling, and consistent throughout the site.
Bringing the F&B UX Design Principles to Life
We at Antikode worked with well-known F&B companies in Indonesia, including Union Bakery and Eatlah Club, in putting these ideas into practice by creating impactful digital experiences.
We develop platforms that produce tangible outcomes by utilizing our entire range of services, which includes Shopify integration, UX/UI design, web development, creative direction, and loyalty program design.
Read on to see a few of our work’s highlights, or click here to read our clients’ complete stories.
1. Union Bakery: A Seamless E-commerce Experience
Source: Antikode – Union Bakery Web
For the beloved Jakarta patisserie, Union Bakery, we designed a user-friendly e-commerce platform that reflected its elegance.
By integrating Shopify for a seamless checkout process, we focused on streamlining the process from craving to conversion.
We helped Union achieve a 65.14% increase in conversion rates by combining enticing visuals with a smooth bulk-ordering system, demonstrating that a straightforward, user-friendly user flow directly correlates to higher revenue.
2. Eatlah Club: Designing for Customer Loyalty
Source: Antikode – Eatlah Club
We developed an online loyalty program for the well-known rice box company Eatlah in order to improve their relationship with customers.
The Eatlah Club transforms the traditional stamp-collection method into a smooth digital experience. By fostering connection and trust, this platform aims to make users feel appreciated and encourage repeat purchases.
It’s a perfect example of how great UX design can foster a loyal community around a brand.
Also Read: Microinteractions: The Power of Small Interactions in UI and UX
F&B UX Design: Focus on the Experience, Not Just the Menu
A great F&B UX design does more than simply display a menu online; it creates a sensory, emotional experience that grabs visitors’ interest, establishes a strong bond with the brand, and ultimately draws them to a purchase.
You can make your website your most effective growth tool by integrating captivating images, genuine storytelling, and a straightforward user journey that is centered on conversions.
This methodical approach guarantees that your online presence is not only aesthetically pleasing but also designed to produce mouthwatering results.
At Antikode, we specialize in turning flavors into clicks and stories into loyal customers.
Our team of designers and engineers understands the unique challenges of the F&B industry.
If you’re ready to create a ‘delicious’ digital experience that drives growth, we’re the expert partner you’re looking for.