In 2014 I moved to Poulsbo to pursue higher education. It was an expensive life change, and if it wasn’t for JJ’s, I wouldn’t have been able to afford school. As a hostess, I was the first one customers came in contact with; I listened to their grievances. For years I observed firsthand the changes that needed to occur. This restaurant has a special place in my heart and when you care about something, you want it to be the best it can be.
The Business
Most restaurants fail within the first five years.
But JJ’s Fish House has been a staple of the Poulsbo community for over twenty. Whatever they’re doing, it must be working. Some believe “if it’s not broken, don’t fix it.” But to me, that doesn’t sound like a very good business model. I believe a business should grow and strategically adapt to new markets. Poulsbo’s demographic is changing, and in order to stay successful, JJ’s needs to reach this new population.
The Problem
JJ’s branding materials are outdated. Not only are there inconsistencies across print and web materials, but the website has no mobile format. It’s difficult to find accurate information. Poulsbo’s demographic is changing, and in order to stay successful, JJ’s needs to reach this new population. More young families are moving to the area and have yet to discover the restaurant. These customers are tech-savvy and don’t have any time to waste digging for details that should be presented up front. With more restaurants appearing in the county, it’s vital that JJ’s stand out from the crowd.
The Client
JJ’s has an abundance of regulars, most of them in their 50’s and above. They’re loyal customers who’ve been enjoying fish and chips for years. They don’t bother to check in on Facebook or leave a review on Yelp. These are not the people JJ’s needs to attract. For this project, we’re looking for someone more like Shawna…
Patrons like Shawna will post photos, write reviews, and draw in others like herself. Shawna has recently moved to Poulsbo for her husband’s job at the nearby shipyard. When they have the time and some extra cash, the family love to go out to eat. Shawna is looking for a family friendly experience that won’t break her budget, but still gives her the taste and value she deserves.
The Millers love a restaurant that’s quick and casual, somewhere they can take their young son. JJ’s fits the bill; it’s fast casual and family friendly. But its presentation falls far short of Shawna’s standards.
here’s how i fixed that :
The Website
The website hasn’t been updated in many years. Much of the information is inaccurate and the site doesn’t load correctly on mobile devices! This is a huge red flag when it comes to attracting the modern-day, tech-savvy customers we’re looking for. Studies have shown over and over that the majority of users access the digital world via mobile devices. The new website is minimal in design, allowing it to load quickly across devices. JJ’s is a casual, family-run restaurant - it’s not looking to flaunt any bells and whistles. This allows the site to be responsive, with little to no format changes. All of the essential information is easily accessible and users are encouraged to connect with JJ’s on social media. Contrast and easy navigation are priorities, eliminating frustrations for customers new and old. The contrasting warm and cool colors reflect JJ’s itself and it’s waterfront location.
JJ’s Fish House is part of the fabric of Poulsbo. It draws regulars from all over the area and leaves a lasting impression on foreign tourists. This rebranding project gives the business a fresh coat of paint to match its legacy. I hope to see this family restaurant continue to flourish and grow alongside the town.