Eduardo’s Table was a new business that needed to develop an online presence, and fast. The target market was tourists in Key West seeking a unique, high-end dining experience.
Since the restaurant business in Key West is highly competitive, the website for Eduardo’s Table needed to immediately convey the client’s unique selling proposition (USP). His USP was the “experience” of dining at Eduardo’s Table, as well as the delicious seafood prepared in a seafood market, delivered directly from market to table. Eduardo himself cooked the meals not 20 feet from diners, and personally brought out each course as he described the ingredients.
To convey these USPs, Lake View Studios spent an evening with Eduardo, watching him prepare the food and listening to him describe the courses to diners. A writer was brought along to take notes, and Eduardo’s sommelier was on hand for an interview.
The approach was to convey the intimacy 0f experience of dining at Eduardo’s table, which in this tourist town is not easy to come by. Techniques included using up-close photographs of the presentation with a soft hue to them, and using content that spoke directly to potential diners to suggest the personal experience they’d be having should they choose to eat there.