Brand
The Dynamic Spud
An Irish-run jacket potato shop in Archway, North London, with a brand site that actually brings people through the door.
The Dynamic Spud
A loaded potato shop in Archway, done properly.
The build
The Dynamic Spud is exactly what it sounds like: jacket potatoes and Irish comfort food done properly on Junction Road, Archway, run by Conor and Karen on the old Norman's Cafe site. A local food brand like this doesn't need a tech lecture, it needs a site with the shop's personality that makes you hungry and tells you where to go.
So that's what I built. The full menu lives on the site with the shop's character intact, a walking potato mascot included, the national press they've picked up is front and centre, and delivery routes out to Uber Eats, Deliveroo, and Just Eat. Fast, charming, and found when North London searches for lunch.
- 43Menu items on one fast site
- 6National press features, wired into search
- 3Delivery platforms, one tap each
Technically engineered.
The decisions that make this build hold up.
- 01
A brand with personality, engineered lightly
Animated mascots, an arcade headline font, and a newsprint grain give the site the shop's charm, all lazy-loaded so the character never costs the speed. Personality and performance aren't a trade-off.
- 02
Restaurant search done properly
Full Restaurant structured data, opening hours, location, cuisine, price range, plus the shop's six national press features embedded as structured articles. Search engines see an established name, not just a new shop.
- 03
Orders routed, not rebuilt
Delivery goes where customers already are, Uber Eats, Deliveroo, and Just Eat, one tap from the menu. No half-baked in-house ordering to maintain, no missed orders.
The real stack
Next.js 16 + TypeScript
Fast static brand site
Tailwind CSS 4
The cream-and-green newsprint look
Lottie
The walking potato, lazy-loaded
JSON-LD structured data
Restaurant schema with press coverage built in
Where my services came in
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