La Choza is a small Mexican street food restaurant located in Brighton & Hove and has been open since 2012. Using Simeon’s (1999) AIPD framework the website can be identified as service orientated and brand building as its sole purpose is to attract people and drive traffic to book a table to eat in their restaurants. Each page of the website focuses on bright, vibrant colours and bold Mexican themed graphics that engage viewers and exhibit the passion for the food that they create all of which is representative of their interior decor within their restaurants. The website design is simple and easy to navigate and includes all the information necessary for viewers such as a photo gallery of the authentic food they provide, a variety of menus and background information including the story of how La Choza was created.

Competitors

La Choza operates in a very saturated market with hundreds of restaurants in Brighton to compete with. There are 10 other Mexican restaurants in Brighton some of whom are popular franchises such as Las Iguanas however La Choza’s biggest competition would be other independent Mexican restaurants such as Halisco and Carlito Burrito as they offer something unique and authentic which their target market search for.

La Choza has 876 reviews on Trip Advisor and is rated #161 of 961 restaurants in Brighton. Halisco has 230 reviews and a five star rating on Trip Advisor making it #10 of 961 restaurants in Brighton and Carlito Burrito has 243 reviews on Trip Advisor and is rated #179.

All three websites follow Simeon’s (1999) AIPD framework of its strategy being to attract customers and gain brand awareness, however Halisco’s website offers much less information and illustration which is supposed to engage viewers. Carlito Burrito does a better job at enticing viewers with its bright colours and Mexican themed drawings. SimilarWeb rank La Choza and Halisco’s websites worldwide and within the UK as well as their rank within the food and drink industry, La Choza was ranked better than Halisco.

Consumer segmentation and customer journey mapping

Persona 1: Molly is a student aged 22 living in Brighton and has a part-time job working in retail. She likes to enjoy her free time socialising with friends, going out for meals and drinks and trying new things.

Persona 2: Chris is a 45-year-old self-employed business man who lives just outside of Brighton. He is married with two kids and spends most of his time at work but when relaxing and having downtime he likes to take his family out for meals and various other leisure activities.

Possible customer journeys for La Choza

The increasing focus on customer experience arises because customers now interact with firms through myriad touch points in multiple channels and media, resulting in more complex customer journeys (Lemon & Verhoef, 2016). Molly starts off her customer journey on her mobile phone as she is normally on the move and doesn’t always have access to her laptop, she has access to social media through her phone where touch points are made to influence her customer journey. Chris starts off his customer journey on his laptop where he spends most of his time working and occasionally uses his phone for other sources of media.