- EnterpriseGrade WEBFLOW SITE
- 3 GlobalLocalised sites
The challenge
BurgerFuel required a website that could operate as a high-volume commercial engine while still feeling bold, expressive, and unmistakably on brand. The platform needed to support significant monthly traffic, serve multiple global markets, and cater to a wide range of audiences, from customers and job applicants to franchise partners and investors.
Enterprise-scale Webflow build
The website was architected as a true enterprise-scale Webflow platform, supporting complex CMS structures, high traffic volumes, and localisation across NZ, KSA, and UAE. Performance, scalability, and long-term maintainability were treated as foundational requirements, ensuring the platform could evolve alongside the business without replatforming.
Conversion-led homepage strategy
The homepage was designed with a clear commercial focus, opening with a high-impact promotional video and immediately surfacing BurgerFuel’s priority products above the fold. This structure was informed by research into high-performing fast-food and QSR websites, then reinterpreted through BurgerFuel’s visual language to maintain a strong, non-generic brand presence.
Branded product interaction
Featured products respond dynamically to user interaction, scaling forward on hover while graffiti-style typography and graphic elements emerge behind them. These interactions reinforce BurgerFuel’s street aesthetic and energy, creating moments of delight while keeping attention firmly on the food and the path to ordering.
Clear separation of marketing and ordering
The website was intentionally positioned as the marketing and discovery layer, with all ordering actions handing off seamlessly to a separate third-party ordering platform. This separation allows the marketing site to remain fast, expressive, and brand-led, while ensuring ordering remains operationally focused and reliable.
World of BurgerFuel content ecosystem
A dedicated content hub, World of BurgerFuel, was designed to house hundreds of brand-led articles, interviews, audio, and video pieces. This transforms the website from a purely transactional platform into a living brand ecosystem, showcasing BurgerFuel’s culture, community, and creative output at scale.
Radio BurgerFuel as a digital experience
Radio BurgerFuel was designed as an immersive experience rather than a static content page, featuring a live audio player paired with a real-time audio visualiser that reacts to the music as it plays. This brings BurgerFuel’s long-running radio culture into the digital space in a tactile, expressive way.
Multi-audience platform
Beyond customers, the site supports key secondary audiences including job seekers, franchise partners, and investors, with clear pathways to careers, franchising, and investor information. This positions the website as a central digital platform for the entire BurgerFuel organisation, not just a consumer-facing marketing site.
Performance, longevity, and future-proofing
Despite extensive use of video, animation, and interaction, performance was rigorously optimised through careful asset management and lightweight interaction design. The platform was built to support ongoing campaigns, menu launches, and content growth without structural changes, ensuring long-term value.
Ongoing partnership
Psychoactive continues to work with BurgerFuel on an ongoing maintenance and growth partnership, supporting performance optimisation, new features, and continuous improvement as the brand evolves across markets.