Case Study · Diner · Evansville, IN
Rosie's “SEE MENU & ORDER” Buttons Send Every Customer to Tong Sing Chinese Restaurant
Rosie's Diner — Evansville, IN · rosies.top
Every “SEE MENU & ORDER” button on Rosie's Diner's homepage routes to tong-sing.com/menu — a completely different Evansville restaurant. The most motivated visitors get sent to a competitor.
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The Evidence
The primary call-to-action on Rosie's Diner homepage — 'SEE MENU & ORDER' — appears multiple times. Every single instance routes to tong-sing.com/menu (Tong Sing Chinese Restaurant). The buttons work perfectly. They just work for the wrong restaurant.
The Situation
Rosie Gibson spent decades building one of Evansville's most beloved diners. Her son Tommy is carrying on her legacy. Their website's “SEE MENU & ORDER” button is sending every hungry customer straight to Tong Sing Chinese Restaurant.
The Problem
Rosie's Diner is the kind of place Evansville talks about. Rosie Gibson built it into a neighborhood institution — the sort of breakfast spot where regulars have the same booth every Saturday morning and the staff knows their orders by heart. Rosie passed away in 2021. Her son Tommy Gibson kept the doors open and the griddle hot. The legacy is real.
The website is not.
Go to rosies.top and click any of the prominent “SEE MENU & ORDER” buttons — the primary call to action on the homepage. Every single one of them routes to tong-sing.com/menu. That's Tong Sing Chinese Restaurant, a completely different Evansville business. Any customer who clicks to see the menu or place an order — the most motivated visitor possible, someone who has already decided to order — is immediately redirected to a different restaurant. It isn't a dead link. The buttons work perfectly. They just work for the wrong restaurant.
What It Costs
Every online customer who visits Rosie's Diner website and clicks to order gets sent away. Not to an error page. Not to a dead end they might click back from. To a functioning competitor's menu, where they might actually order.
The deeper loss is the story that's not being told. Rosie Gibson is the most powerful marketing asset a restaurant can have: a real founder, a real legacy, a real reason customers drove across town every Sunday for years. The current site doesn't mention her. The testimonials are placeholder copy — two reviews from “James L.” with nearly identical wording, the kind of fill-in copy that ships with website templates. Tommy has inherited something irreplaceable, and the website is spending it like it doesn't matter.
What a Redesign Would Unlock
A properly built site for Rosie's Diner fixes the revenue leak and builds the foundation Rosie's reputation deserves.
Fixed Order Buttons
The order buttons link to Rosie's Diner. A working online ordering integration through Toast, Square, or DoorDash Direct replaces the redirect to Tong Sing. Every motivated customer lands where they're supposed to.
Domain & Trust
The domain migrates to a .com so search engines treat the site like a legitimate business. The menu is structured, readable on mobile, and doesn't require pinching and zooming at 7am.
Rosie's Story, Told Right
Rosie Gibson gets a real About page — her history, what she built, the regulars who came every week for decades, what it meant to the neighborhood. Tommy's role gets acknowledged. The real reviews surface — not “James L.” copy-paste testimonials, but actual words from actual customers.
Social Proof & SEO
The Google rating appears on the homepage. The diner stops hiding behind a generic template and starts presenting itself as the Evansville institution it actually is. Local keyword targeting for “breakfast Evansville,” “diner Evansville IN,” and related searches.
What Pitchcraft Did
Pitchcraft built a full spec redesign concept for Rosie's Diner before any contact was made. The spec includes:
- →Fixed homepage with working CTAs — “See the Menu” and “Order Online” both routing to Rosie's Diner's actual ordering system, not Tong Sing
- →Domain migration recommendation — from
rosies.topto a.comthat search engines and customers trust - →Real online ordering integration — Toast, Square Online, or DoorDash Direct as the backend for online orders
- →The Rosie Gibson story, told right — a real About page covering Rosie's founding of the diner, her passing, and Tommy's continuation of her work
- →Menu page at
/menu— structured by category, mobile-optimized, with real prices and real dishes - →Social proof section — Google rating and real customer review quotes surfaced on the homepage
- →SEO foundations — corrected domain trust, page title optimization, LocalBusiness schema, and local keyword targeting
- →Contact page with tap-to-call phone number, working Google Maps embed, and accurate hours
The spec was built to show Tommy exactly what Rosie's could look like online — a site that matches what the diner has always been, stops sending customers to Tong Sing, and tells the real story of what Rosie built.
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