Why a salad chain built its website like a shopfront
Unfound Studio brought ordering, merchandise and catering into one interface for The Salad Project, on the basis that customers meet the menu before the door.
London's The Salad Project has rebuilt its digital presence with Unfound Studio. The work covers the brand's visual system, photography, UI and UX, tone of voice, campaign assets and video content for the loyalty programme, pulling an ordering platform that integrates third-party fulfilment, a merchandise storefront and bespoke catering channels into a single site.
The reasoning is quantified: 91 per cent of restaurant guests check menus online before visiting and 70 per cent prefer ordering through the restaurant's own platform, which makes the screen, not the door, the first point of contact. The studio built the visual direction around three audience personas, shot photography on store counters with wooden cutlery and branded drinks, and used translucent overlays in the menu system, with infrastructure kept flexible for frequent updates and an expansion into Paris. Founder Jay Topham noted that food websites are usually transactional. Owning the channel also means keeping the margin and the customer data.
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- Design Week · 9 August 2026
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Illustrative image · Photo: T Kirkgoz / Pexels — free licence
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