Bellybutton: Digitalization of a Board Game Restaurant

Bellybutton.sk is a board game restaurant with a unique concept. We supported its full digitalization—building online presence, brand identity (web, Instagram, color identity), and claiming the Google Maps record—so the venue could reach more guests and offer a cohesive experience across web, mobile, and in-restaurant.

The Challenge

The restaurant needed a strong digital footprint and consistent brand across channels. Without a unified web presence, clear identity, and proper discovery (e.g. Google Maps), it was harder to attract new visitors and communicate what makes the venue special: its focus on board games and in-restaurant experience.

Our Solution

We delivered a full digitalization package: a branded website, social presence, and a loyalty app that ties online and in-restaurant engagement together.

Website

• Board game catalog: Visitors can filter and browse 300 board games on the web, so they can plan visits and see what's available.

• Augmented reality: We scanned food and integrated it into the web experience—users can view dishes in augmented reality directly in the browser.

Loyalty App

The loyalty app extends the experience beyond the website:

• Scan receipts to collect coins and progress in the program.
• Spend coins on gear for your “player” (avatar).
• Gear unlocks discounts at the restaurant—different items give different discounts, encouraging repeat visits and exploration of the menu.

Food is also shown in augmented reality inside the loyalty app, keeping the AR experience consistent between web and mobile.

Brand and Discovery

• Cohesive color identity and visual system across web and Instagram.
• Google Maps listing claimed and optimized so the restaurant is easy to find and recognize.

Technology Stack

The project uses:

• Frontend: React with Next.js and TypeScript for the website
• AR: WebXR for augmented reality on web and in the loyalty app
• Design: Figma for brand and interface design

Impact

• Stronger online presence with a clear brand and discoverable Google Maps listing.
• Easier discovery of the board game catalog via the 300-game filter on the web.
• Engagement through AR food on web and in the app.
• Repeat visits driven by the loyalty app: receipt scanning, coins, player gear, and gear-based discounts at the restaurant.

Technical Highlights

• AR food experiences on both web and in the loyalty app
• Filterable catalog of 300 board games on the website
• Gamified loyalty: scan receipts, collect coins, buy gear, earn restaurant discounts
• Unified brand across web, Instagram, and app

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This project shows how digitalization—web, brand, discovery, and a loyalty app with AR—can support a board game restaurant in reaching more guests and turning visits into an ongoing, rewarding experience.