Abinci
A pop up food business needed a site as bold as the cuisine it was selling, not a template with the colours swapped out.
The brief
Abinci runs pop up events serving Hausa cuisine, Northern Nigerian dishes not widely seen on the UK street food scene. The business needed a site that could take pre orders for specific events, explain unfamiliar dishes to a new audience, and look like the food it was selling. Budget and timeline were tight. This was not a six figure brand launch, it was a small food business that needed to look serious from day one.
Starting point
The first version of this site was built with an AI site generator. It technically worked, but it did not sound or look like Abinci, or like Hausa cuisine at all.
Ordering flow
The main job of the site is getting someone from curious to pre ordered in as few steps as possible. Each pop up event is its own bookable slot with a limited number of portions, shown clearly so people understand it is genuinely limited rather than a marketing trick.
Explaining the food
Most visitors had never heard of Dambun Rice before landing on this site. Rather than assume familiarity, the site breaks down ingredients, allergens and what makes each dish distinct, in plain language, without turning it into a wall of text.
Outcome
Abinci went from an AI generated placeholder to a site that represents the business, takes real pre orders for real events, and explains the food to people trying it for the first time.