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Project Overview

The Breakfast Out iPhone app ensures you’ll never have a bad breakfast. A guide to Melbourne’s best breakfast destinations, this app features a condensed hit-list of the city’s finest brekkies, along with a GPS navigation system to help you get there. The app features over one hundred nifty reviews, accompanied by beautiful photography and simple, clear functionality. The “nearby” function guarantees the ultimate mobile experience – no matter where you are, we’ll show you where to find your closest breakfast hot spots. The GPS support means the app is always local, always relevant and new content is automatically downloaded.

Organisation

Breakfast Out

Team

Project managers – Albert Comper, Matthew Toohey
iOS design and development – Matthew Toohey
Content – Albert Comper, Ellie Parker
Brand design – Joe Bland, Univers Graphic Design

Project Brief

Ever woken up hung-over and hungry in a stranger’s house? Ever wondered where to take your boss’ clients for a breakfast meeting in the city? Ever fumbled around for a special brunch spot to take your Mum to on a Sunday? Our app delivers you the best (and only the best) breakfasts, whatever your location, situation and dietary inclination. Life’s too short for a dud egg, a pathetic pancake, a woeful waffle. We’ve taken the guesswork out of finding fab breakfasts, and put that shortlist in your pocket.

Breakfast Out iPhone app was created off the back of the Breakfast Out website www.breakfastout.melbourne.com.au, a guide to Melbourne’s burgeoning breakfast culture. The Breakfast Out app specifically mobilises the breakfast experience, allowing users to find their closest cafes throughout Melbourne’s laneways, backstreets, high streets and surrounding suburbs. It harnesses the growing trend in users who are equally excited by the discovery of the new as they are by a great breakfast. The “browse by suburb” feature along with the “near me” feature allows users to engage in a breakfast treasure hunt, seeking out new kids on the block and old faves.

Project Need

The exponential growth in Melbourne’s café culture is often times daunting. It’s a struggle to keep up with what’s hot, even in your own suburb, let alone across the river. The Breakfast Out app provides a hand-picked selection of the city’s great breakfast destinations. Our point of difference lies in our commitment to only including cafés and restaurants that operate at the top of their game.

It’s the only app currently on the market, devoted specifically to Melbourne’s breakfast scene.

User Experience

Our users are an impatient, hungry lot. Whether they're wanting to find somewhere new, somewhere close by, somewhere open NOW, somewhere vegan, somewhere corporate, somewhere that serves bagels - they'll be able to rely on the Breakfast Out app for immediate, appropriate results. Users are often irritated by a sea of choice and the inability to narrow down search results based on their needs. The Breakfast Out app's search tools and GPS functionality ensure users receive relevant results from a hand-picked pool of restaurants and cafes that already make the grade. No other app in the market does this for breakfast.

The user also receives new reviews fortnightly, which are immediately displayed on the app's home page (without having to hit the 'update' on the App store). This allows the user to visit a 'hot off the press' destination if they so choose as well as exploring the database of reviews via the 'browse suburb' map, or the search function.

We've condensed the rich cafe scene of Melbourne to something bite-sized and useful. We've also approached our review-writing with a strong sense of humour and irreverence in at attempt to break the traditional, conservative review mould. Everything about this app is refreshing for the user, from the content to the functionality.

Project Marketing

Breakfast Out predominantly relies on word of mouth and social media for its following. Most recently we have also engaged in a 'rockstar' poster campaign around town, to directly advertise the app and we will continue to run this campaign periodically to raise and maintain awareness.