Competitive audit

Goal: Compare the user experience of each competitor's website

General

Competitor type Location Product offering Price

Burger Garden
- Kansas City, MO 25 types of burgers $$
(our company)
Burger Nest Direct Kansas City, MO 10 types of burgers $$$
The Spotty Cow Direct Kansas
Kansas City,
City, MOMO 5 types of burgers $$$
Beef Eaters Direct Chicago, IL 7 types of burgers $$
The Vegan Cow Indirect St Louis,- MO
Various international 15 types of burgers $$$
 General information

Website Business size Target audience

www.BurgerGarden.yum Small Local millennials
www.BurgerNest.com Small Families
www.TheSpottyCow.com Small Local millennials
www.BeefEatersFoodTruck.com Small College students
www.TheVeganCow.com Large Vegans

Unique value proposition
Large variety in 25+ burgers
(i.e. toppings, flavors)
Traditional American-style food
Fun and friendly branding
Family owned and operated,
with a devoted customer following
Specialty vegan burgers
First impressions
Desktop website experience
Good
+ Visually appealing
Okay
+ Welcoming and easy to use
Outstanding
+ Fun and easy to use
Okay
+ Easy to navigate and find information
Outstanding
+ Visually appealing imagery
First impressions
Mobile website experience Features
Good Good
+ Fully responsive
Good + Online ordering feature
Okay
+ Fully responsive
Outstanding + "Create account" feature
Outstanding
+ Fully responsive
Okay + "Create account" feature
Needs work
+ Key information is present
Outstanding - Users have to download PDF of menu to open it
Outstanding
+ Fully responsive + Store locator feature
 UX
(rated: needs work, okay, good, or outstanding)
Website Interaction
Accessibility User flow
Good Good
+ Website available in two languages + Easy to find key info (menu, location, hours)
Okay
Needs work
-Needs
Website only available in English + Easy to find the menu
Okay
work
- Website only available in English + Fun to use
Okay Outstanding
+ Website available in two languages + Easy to find key info (menu, location, hours)
Good
Outstanding
+ Website available in six languages + Easy to find key info (menu, location, hours)
 Website visual design
Navigation Brand identity
Outstanding Good
+ Easy to navigate
Okay + Clearwork
Needs color scheme, font, and art direction
-Needs
Somewhat
work difficult to navigate -Outstanding
No brand identity at all
-Outstanding
Difficult to navigate due to big animation size + Strong brand identity, including colors, font, style,
Okay
+ Very easy to navigate
Outstanding + Clear color scheme and art direction
Outstanding
+ Easy to navigate + Strong brand identity, including colors, font, style,
 Website content
Tone Descriptiveness
Serious and direct Good
Friendly
Friendly in
andsome places
indirect + All key info is present
Okay
Fun and indirect + All key info is present
Outstanding
Friendly and indirect + Short and to the point
Outstanding
Serious and direct + Easy to follow
Outstanding
+ Short