The Praguery
European heritage, artisan craft, and a website that makes mouths water.
The Praguery
Case Study · 2026
About this product
A visually rich, growth-focused website for an artisan European dessert brand expanding from food truck to multi-location café and franchise.
Timeline
2 weeks
Category
Web & App
Delivered
2026
Stack
Product Preview
Overview
The situation
The Praguery started as a food truck selling authentic European chimney cakes and quickly grew into a multi-location café and catering operation with franchise ambitions. But their web presence hadn't kept pace with the brand's growth — it was fragmented, outdated, and failed to communicate the premium artisan quality or the full range of what they offered. They needed a unified platform that told their story, showcased their products, and served three very different audiences: dessert lovers, event clients, and prospective franchisees.
Challenge
What we had to solve
Food and beverage brands live or die on appetite appeal online — if the website doesn't make you hungry, it's already failed. But The Praguery also had a business complexity most food brands don't: three distinct commercial audiences with completely different intents. Consumers want to find a location and show up. Catering clients want to enquire about events. Franchisees want to understand the business model. The site had to serve all three seamlessly, without losing the sensory richness that made the brand special.
Homepage & Brand Story
Menu & Location Finder
Catering & Events
Franchise Enquiry Flow
Case Study
How we built it
Discovery & Audience Mapping
We mapped three core user journeys: dessert consumers looking for a location or menu, event and catering clients wanting to book The Praguery for an occasion, and prospective franchisees exploring the business opportunity. Each journey had a distinct entry point, a different emotional trigger, and a different conversion goal. The site architecture and content strategy were built around all three from the outset.
UI/UX Design & High-Fidelity Prototyping
Using Figma, we designed a visually indulgent interface — full of mouth-watering product imagery, warm European tones, and a layout that communicated artisan quality at every scroll. The navigation was structured to let each audience type find their path quickly: menu and locations for consumers, catering booking for event clients, franchise enquiry for business partners. A high-fidelity, responsive prototype was reviewed and approved before development began.
WordPress Development
Built on WordPress with a custom theme and Elementor, the site featured a location finder, service overview pages for food truck, café, and catering, a catering booking form, a franchise enquiry module, and a brand storytelling blog. Content was refined to weave the European chimney-cake heritage and local-ingredient sourcing into every page — giving visitors context for why the product was worth seeking out and worth investing in.
QA, SEO & Launch
QA covered mobile responsiveness, image optimisation, form submissions, and page speed — critical for a visual-heavy food brand where slow load times kill appetite before the page even renders. Local SEO was applied across location and catering pages. Brand storytelling content was structured for organic discovery. The site launched on schedule — polished, scalable, and ready to support the next phase of growth.
Outcomes
One platform. Three audiences. One brand story.
4×
Increase in catering enquiries
dedicated booking flow drove event conversions
60%
Lower bounce rate
rich visuals and clear navigation kept visitors engaged
3
Distinct audience journeys
consumers, catering clients, and franchisees
45%
More organic search traffic
from location and catering SEO content
↑
Franchise enquiry submissions
dedicated module surfaced the opportunity clearly
2wks
Full delivery timeline
from discovery to live site
We had a great product and a growing brand but the website made us look like a side project. Now it looks like what we actually are — a premium dessert brand with a real story and real growth ambitions. The catering and franchise leads have been a game changer.
The Praguery
Client, Artisan Dessert Brand
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