The Challenge
Wilde & Co has been feeding Darlinghurst since 2018, cooking Australian brunch through a Korean lens. Everything is made in house, down to the condiments, and almost every dish carries options: vegan, gluten free, dairy free, add an egg, swap the bread. That detail is the reason people pick this café over the twenty others within walking distance.
The detail was also the problem. A menu that specific does not survive being flattened into a downloadable file. Someone standing near Hyde Park looking for a vegan brunch cannot pinch and zoom their way through a PDF, and Google cannot read one either. Catering was running as a second business on the side with no page explaining how to order it.
What We Built
The menu became the centre of the site instead of an attachment at the edge of it. Every dish sits on the page as its own block with a photograph, the full description, the price, the dietary tags and the add-on pricing underneath. Three tabs split it into all-day breakfast and lunch, drinks, and sandwiches, so nobody scrolls past coffee prices looking for a sandwich.
That decision was made for two reasons. A guest on a phone can read the whole thing in a few seconds. And Google now has the actual dish names to index: kimchi chicken bowl, bibim farro bowl, green pea fritters, coconut pancake, raw rainbow salad. Those are the searches a café with an unusual menu can win, and a PDF gives away every one of them.
Table bookings run through the café’s existing wowapps system, reachable from a fixed button in the header rather than buried on the contact page.
Catering got its own page and an honest explanation of how it works, because the process involves a form the client fills in by hand. Three steps, plainly written: download the order sheet, fill it in, email it back. No pretending it is instant. A visitor knows exactly what happens next before they start, which is what stops catering enquiries from going quiet halfway through.
The press coverage was doing nothing on Instagram, so it went on the site. Urban List, the Australian Good Food Guide and Weekend Notes each get a card with their own words about the café, sitting alongside recipes from the kitchen. A first-time visitor sees three independent publications before they see a single sentence of the café’s own marketing.
Underneath all of it: an FAQs page for the questions the counter answers ten times a day, a newsletter signup, and Search Console and Bing verification connected from day one so the client can see which searches are actually bringing people in.
The Results
The café’s menu is now readable on a phone in the street, and searchable by dish. Someone looking for a vegan friendly café near Hyde Park lands on a page that answers the question with photographs and dietary tags instead of a file download.
Catering has a front door. Press coverage that lived in a highlight reel now works on the page where people decide. And a café that competes on the details of its food finally has a site that shows those details.
