De France
DeFrance is an Australian café and bakery brand inspired by traditional French boulangeries. Known for its handcrafted pastries, fresh breads and café-style menu, the business brings a taste of Parisian bakery culture to local communities. Since launching in 2005, DeFrance has built a loyal following through high-quality baked goods, welcoming café environments and a brand identity that celebrates French culinary tradition.
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What we did
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Client industry
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Launch Date
February 2026
About the Project
DeFrance approached SGD to redesign their website and build stronger SEO foundations to support the next stage of the brand’s growth. While their existing website provided useful information about the cafés and menu, it lacked the structure and search optimisation required to attract new customers and franchise enquiries online.
One of the main priorities for the project was strengthening the franchising section of the website. The goal was to ensure that potential partners researching franchise opportunities could easily find DeFrance and access clear information about the opportunity.
Another focus was improving the overall user experience. With most visitors discovering cafés through their phones, the new website needed to deliver a cleaner, faster mobile experience.
Our Solution
We began by reviewing the existing site structure and developing a sitemap designed to support both user navigation and SEO performance.
- Website Design: The website structure was designed to support both current café locations and future growth. Location pages can easily be expanded as new stores open, while the SEO strategy focuses on attracting a Sydney-wide audience searching for café experiences or franchise opportunities.
- Mobile Experience and Performance: The new website was designed with a mobile-first approach to ensure customers can quickly access menus, locations and ordering options from their phones. Layout elements were adjusted to avoid oversized buttons and spacing issues that previously required excessive scrolling. Navigation was simplified and optimised for touch interactions, while responsive layouts ensure the site adapts smoothly across devices including smartphones, tablets and desktops.
- SEO Strategy: A key goal of the new website was improving lead generation for franchising and catering enquiries. We implemented clear enquiry forms and calls to action across relevant sections of the site to encourage potential partners and customers to get in touch.
Results
The new DeFrance website provides a modern digital platform that reflects the brand’s French-inspired identity while supporting future growth through franchising and improved online visibility.
- A refreshed website aligned with DeFrance’s updated brand guidelines
- A scalable structure designed to support future café locations and franchise expansion
- Improved mobile experience for customers browsing menus and locations
- Stronger SEO foundations for franchise-related search terms
- Clear enquiry pathways for catering and franchise leads
- A flexible WordPress platform that the DeFrance team can easily update
Most importantly, the new website gives DeFrance a polished online presence that showcases its bakery heritage, strengthens its marketing foundations and supports the brand as it continues to expand its café and franchise network.
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