Case study · Italian deli & cafe · Narraweena
A family-run Italian deli and espresso bar, in Narraweena since 1995, with its first website. It answers what people ask before they walk in, looks like the shop regulars know, and puts a call or directions one tap away.
Rose's Continental Deli had regulars, a well-reviewed Google profile and no website of its own. People searching "deli Narraweena" or for coffee near Dee Why at 6am landed on directory pages with mismatched hours.
The site had to answer the questions people ask before they walk in: are you open now, where do I park, can I order ahead, do you deliver, what coffee do you use. And it had to look like Rose's, not a template: the same logo, colours and photos regulars already know from the shop.
The deli takes orders by phone and does not publish an email address, so the site is phone-first, with no contact form to maintain.
Everything starts from the deli's own logo: its navy ink and gold, a touch of tricolore, and a warm cream like a paper bag or a menu board.
#02012e
Navy
The logo's ink: header, footer and dark sections #0b0a4a
Working navy
Links and buttons #c9a94b
Gold
Ornaments, rules and the gold call button on navy #7a6220
Text gold
Gold type on cream, at 4.5:1 #f7f1e6
Cream paper
The page background #008c45
Tricolore green
Accents only, as the logo uses it #c8102e
Tricolore red
Accents only, never fills #211915
Warm ink
Body text, softer than pure black on cream The cream lets the navy read as the deli's signature colour rather than a corporate blue. The bright logo gold is kept for decoration and for type on navy; a darker gold carries text on cream so it passes contrast.
Display
Bodoni Moda
A high-contrast Didone that matches the classic Italian lettering on the logo and on imported product labels. Italic for emphasis words in gold, numerals and the "larder" of product names. Two subset files, about 21 and 25 KB.
Body text
System UI
The phone's own sans, so reading text appears instantly and looks native.
A Georgia fallback with adjusted metrics means the headline does not jump when Bodoni Moda arrives.
A thin navy bar shows "Open now, until 4:30pm today" or when it opens next, worked out in Sydney time from the same hours the server prints, so the printed hours remain without scripts.
Home runs from a photo hero to numbered counter cards, the take-home range on a navy band, live Google reviews, a call band with the number set large, the story, and visit details with today's hours highlighted.
Product photos sit in round-topped arches with a thin offset gold outline, a nod to Italian shopfronts. A "larder" band lists what is on the shelves as one row of italic serif names.
Its rolls, coffee in the deli's branded cup, its bakes, pantry lines and the shopfront, each cropped twice: 16:9 for heroes and 4:5 for the arches, under a navy veil where type sits on top.
The streets around the deli are drawn from OpenStreetMap data in navy, gold and cream, credited on the map. No Google Maps iframe, and a Directions button for anyone who wants to navigate.
A fixed Directions and Call bar, a dedicated layer for 360 to 430px screens, counter cards as compact rows, and 48px touch targets throughout.
Plain PHP 8.2, server-rendered, with no CMS, database, plugins or front-end framework. The menu, the deli range, hours, FAQs and business facts live in a few content files, and every page, the structured data and llms.txt are generated from them.
About 150 lines, deferred, for the menu, the open-now status, the hero, FAQs and the review link. Every page works without it.
AVIF and WebP at four widths with a JPEG fallback and all metadata stripped. The hero image is preloaded at high priority; the other hero photos wait until the page has loaded.
Call buttons in the header, hero, call band and phone bar, directions one tap away, delivery through DoorDash and phone orders for pick-up. With no forms there is nothing to spam.
The rating and latest reviews come from Google on the server, cached, shown newest first without filtering, with initials in place of photos. If the feed is unavailable the section simply does not render.
A short, printable /review/ link forwards to the deli's Google review form, ready for a counter card or a receipt.
Tests check the content itself, for example that the hours agree everywhere they appear, alongside a crawl of every page before each release.
Name, address, phone and hours match the Google Business Profile exactly, and the structured data describes the deli, its menu and its range as one entity.
Schema.org has no "delicatessen" type, so the business is both a FoodEstablishment and a GroceryStore, with its hours, amenities such as free parking and wheelchair access, payment types, a Menu for the counter and a catalogue for the deli range.
Hours, parking, ordering ahead, delivery, Sundays, the coffee, how long the deli has been in Narraweena, payment and take-home pasta, each answer self-contained.
With no previous site, the addresses people commonly guess, such as /hours/, /order/ and /coffee/, redirect to the right page instead of a 404.
Titles and descriptions name Narraweena and the Northern Beaches, the copy names the neighbouring suburbs, and llms.txt gives AI assistants the facts, the menu and how to order.
{
"@context": "https://schema.org",
"@graph": [
{ "@type": "FoodEstablishment" },
{ "@type": "GroceryStore" },
{ "@type": "Menu" },
{ "@type": "OfferCatalog" },
{ "@type": "WebSite" },
{ "@type": "BreadcrumbList" },
{ "@type": "FAQPage" }
]
}Lighthouse figures: mobile, live home page, measured 19 October 2026 (a single run; scores vary slightly between runs).
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A Google Maps embed adds several hundred kilobytes of third-party script and looks the same on every site. NGN drew the streets around the deli from OpenStreetMap data in the deli's navy, gold and cream, credited on the map, and kept a Directions button that opens Google Maps when someone actually wants to navigate.
The site's server asks Google for the rating and latest reviews every six hours and caches the answer, so pages never wait on Google. Reviews are shown as Google returns them, without filtering out lower ratings, and no review markup is added for search engines, which keeps the site inside Google's rules.
Rose's Continental Deli takes orders by phone and does not publish an email address, so a form would only collect messages nobody is watching. Instead, call and directions buttons are fixed to the bottom of the screen on phones, and the open-now status in the top bar answers the most common question before anyone needs to ask.
Everything starts from the deli's own logo: it was redrawn as a crisp vector, its navy and gold became the palette, the headings are set in Bodoni Moda to echo its Italian lettering, and the photos are the deli's own rolls, coffee and shopfront. Arched photo frames and an italic "larder" of product names give it the feel of a traditional continental deli.
The site gives Google one consistent entity: the same name, address, phone and hours as the Google Business Profile, linked through structured data that describes the business and what it offers. Guessable URLs redirect to real pages, the sitemap lists every page and photo, and an llms.txt file gives AI assistants a plain summary of the facts.
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