A customer may need more than canapés or a set of appetisers. They may be planning an office event, buffet, wedding, birthday, or a meal for a particular number of guests. The same product can suit several of these situations.
CASE STUDY · NEXT.JS AND SEARCH ARCHITECTURE
Building a catering catalogue with flexible menu selection
For a premium food delivery and catering company in Moscow, we developed a catalogue that lets customers choose menus by category, event, number of guests, and service format. Important combinations become dedicated pages that the team can manage and promote in search.
- Platform
- Next.js
- Market
- Moscow and the Moscow region
- Project
- Food delivery and catering catalogue
- Our role
- Development, catalogue architecture, and ongoing SEO
CATALOGUE SCALE
Hundreds of products and dozens of ordering scenarios
The catalogue continues to grow. New products and service areas fit into the existing system without requiring its logic to be redesigned each time.
600+products included in the public sitemap
40+managed pages for priority combinations
4dimensions used to select a menu
700+URLs included in the project sitemap
THE BRIEF
Customers choose more than a particular dish
In a typical online shop, filters only narrow the product list for the current session. We needed to preserve convenient filtering while giving important ordering scenarios their own permanent pages.
SELECTION LOGIC
From the complete catalogue to a menu for a specific occasion
Visitors can narrow their choice across several dimensions. Each works independently and can be combined with the others in one selection.
01
Category
Canapés, bruschetta, salads, appetisers, desserts, drinks, and other sections.
02
Event
Birthdays, weddings, conferences, corporate events, New Year celebrations, and other occasions.
03
Number of guests
Prepared selections for 5, 10, 20, 30, 50, or 100 people.
04
Format
Buffets, banquets, catering, coffee breaks, barbecues, or prepared-food delivery.
ARCHITECTURE
Several parameters combine into one meaningful page
Each parameter makes the visitor's need more specific. Together, they create a dedicated page for a real ordering scenario rather than a temporary filter result.
Category
A dish type or catalogue section, such as canapés, bruschetta, and other items.
Event
The occasion the menu is intended for, such as a birthday, New Year celebration, or another event.
Number of guests
A suitable set size for 5, 10, 20, 50, or 100 people.
Format
The ordering scenario: buffet, banquet, catering, or prepared-food delivery.
Overall result
Curated selection
A page with suitable products, its own URL, and dedicated content.
LANDING PAGES
A valuable scenario does not remain a temporary filter
When a combination has a clear purpose of its own, it receives a readable URL and a dedicated page. Examples include canapés for an office event, bruschetta for catering, or a menu for 20 guests.
Visitors see the relevant selection immediately instead of repeating the full filtering process. The page can be shared directly or developed as a separate search landing page.
Each validated page has its own heading, description, and readable address.
CATALOGUE MANAGEMENT
Priority pages can be managed by hand
Not every valuable scenario should depend entirely on general filtering rules. Sometimes the company needs to decide which dishes a page should show and in what order.
A selected combination can become a managed page with its own product selection, sorting, and content prepared for a specific query.
These changes do not require the catalogue to be rebuilt or a new section to be created from scratch.
SEARCH FOUNDATIONCatalogue growth remains controlled: only validated demand scenarios become separate pages.
Useful pages enter search, not every possible combination
Four filtering dimensions can produce an enormous number of combinations. But a new URL alone does not make a page useful to either visitors or search engines.
We create separate pages for combinations with identifiable demand and a clear purpose. Their content can be expanded, their product selection reviewed, and the pages added to the site structure.
This keeps the catalogue flexible without turning it into thousands of nearly identical pages.
OUR ROLE
From design files to a working catalogue system
The client and a separate designer provided the design and the initial view of the structure. We joined as the development team and made sure those ideas worked as a system, not only as visuals.
- 01
Developed the website with Next.js
Built the public-facing application and connected it to the catalogue data.
- 02
Connected content management
The team can manage content and priority selections without changing the code.
- 03
Designed the filtering logic
Connected categories, events, guest counts, and service formats.
- 04
Implemented landing pages
Added readable URLs, managed product listings, and dedicated content.
- 05
Continued with SEO
We keep developing the structure and selecting the next priority areas.
The catalogue can grow in several directions at once
Customers get a more direct route to a suitable menu. The company can choose valuable scenarios, create complete pages for them, and manage product listings without changing the catalogue's core logic.
After development, the project moved into ongoing SEO and continues to grow.
The catalogue continues to expand, so all public figures are rounded down. Exact values remain in the project's internal records.
OUTCOME
700+public URLs in a controlled structure
- Products
- 600+
- Priority combinations
- 40+
- Selection dimensions
- 4
INSIDE THE SYSTEM
How visitors experience the catalogue
DISCUSS A PROJECT
Need a catalogue with complex selection logic?
Tell us what your customers need to choose and which data your team has to manage. We will review the task and suggest how to connect a convenient catalogue, managed landing pages, and continued website growth.
WHAT WE DID
Services brought together in one project
- Next.js Website and Web Application DevelopmentWe build websites, catalogs, ecommerce projects, customer portals, and web applications. Architecture, content management, integrations, technical SEO setup, and deployment are handled within one project.
- Next.js SEO ServicesWe develop site structure and content, fix rendering and indexing problems, and implement the required SEO changes directly in the Next.js project.
- SEO ServicesMost SEO work gets split across separate people — one for technical fixes, another for new pages, another for content — and the connections between them get lost. We run all three as one service: competitor analysis, new landing pages, and content matched to real search intent, handled by the same team from start to finish.