Luke's Banh Mi

Key results

• 99.9% Uptime record
• 0 Security incidents
• 24/7 Site monitoring
• 100% Pages loading clean

The Challenge

Luke's Banh Mi is a growing Melbourne banh mi brand founded by Luke and built on family recipes passed down through generations, with baguettes baked fresh every day. The Luke's Banh Mi WordPress website is not a single sandwich shop site. It serves stores in Moonee Ponds, Preston, South Melbourne, Port Melbourne and several Melbourne CBD addresses, plus catering, a franchise arm and the Mi Eat Club rewards program.

Each of those audiences wants something different. A hungry office worker wants to order lunch in seconds. An event planner wants catering details. A potential franchisee wants to understand the opportunity. A loyal regular wants to know how rewards points work. All of it had to live in one place without confusing the customer who just wants lunch.

And because new stores keep opening, the site had to grow with the business, adding locations without a rebuild every time.

The Solution

I built the site on WordPress with Breakdance, giving each arm of the business its own clear section. The main menu reads the way a customer thinks: Food, Catering, Franchise, Locations, Rewards and Order Food. The footer repeats the structure with Our Story, Locations, Blog and Contact, and lists every store so each location is one tap away.

The most important action, Order Food, links straight into the Loke ordering platform. Before handing over, the site shows a short acknowledgement of ordering terms, such as no refunds for choosing the wrong pickup location and no bulk or team orders through the app, which saves the stores from avoidable mix-ups at the counter.

The homepage blends menu imagery, catering and Mi Eat Club promotions, a Be in the Loop photo gallery and real Google reviews. I keep the site maintained, fast and secure through every location launch, with zero hacks on record.

About Luke's Banh Mi and its Melbourne customers

Luke's started with a simple idea: authentic banh mi made from family recipes, on baguettes baked daily. That formula has grown into a multi-location brand across Melbourne's CBD and suburbs, with long lunchtime queues that customers mention in their reviews.

The audience is wide. Office workers in the CBD want quick pickup. Suburban regulars in Moonee Ponds or Preston want to check opening details and order ahead. Businesses want catering for meetings and events, and entrepreneurs want to know about franchising.

The website had to respect all of them while keeping lunch as the hero. Bright food photography, short copy and a persistent Order Food button make sure the most common visitor, someone hungry right now, can get what they came for in a couple of taps.

One site for food, catering, franchise and rewards

The Luke's Banh Mi WordPress website gives each part of the business a dedicated page with a clear job, instead of burying secondary services under a single menu:

• Food presents the menu and the story behind the recipes.
• Catering explains options for events, offices and parties.
• Franchise outlines the opportunity for prospective partners.
• Rewards introduces the Mi Eat Club, where members earn 10 points per dollar spent through the app and can order ahead or pay in store with a digital wallet.
• Locations lists every store with its address.

This structure keeps each audience on a short, focused path. A catering client never has to scroll past franchise information, and a franchise enquirer is not distracted by lunch specials. Find Out More buttons lead from the homepage into each section.

Online ordering through Loke, built into every page

Online ordering is where the website earns its keep, so the Order Food action appears in the main navigation, on the homepage and across inner pages. It links directly into the Loke ordering platform that Luke's uses for pickup orders, so customers move from browsing to checkout without hunting for an app link.

Before the handover, a short terms acknowledgement explains the rules that matter at the counter, such as choosing the correct pickup location and the fact that bulk or team orders are handled separately. Customers then click Proceed to Order.

That small step prevents frustrating mistakes for customers and staff, and it keeps catering-sized orders flowing to the catering page where they can be handled properly.

Location pages and local SEO across Melbourne

Every store is a local search opportunity. The footer location directory and the Locations page list each address, from Moonee Ponds and Preston to South Melbourne, Port Melbourne and the CBD, giving Google clear signals about where Luke's operates.

The Blog does double duty as a news channel. New store announcements, such as the opening soon posts for La Trobe Street in the CBD and Bay Street in Port Melbourne, build excitement and give each new suburb fresh, indexable content before the doors open.

Real Google reviews on the homepage add social proof for people comparing lunch options nearby. I keep the Breakdance build lightweight so the image-heavy pages still load quickly, which matters for both rankings and hungry people on mobile data.

Maintenance through every new store launch

As the business grows, the website changes with it. I handle the ongoing maintenance for Luke's: WordPress core, Breakdance and plugin updates, backups, security hardening and 24/7 uptime monitoring, plus updates when new locations launch.

The results reflect that care, with 99.9% uptime, zero security incidents and every page loading clean. When a site is the front door to online ordering, downtime at lunchtime would cost real sales, so reliability is the priority.

If you run a hospitality brand and want a website that handles ordering, catering and multiple locations without confusing customers, take a look at my work for Altona Sports Club, browse more case studies, or get in touch to talk about your business.

Tech stack

WordPress, Breakdance, PHP, CSS, Loke Ordering