5min
Din Tai Fung, the internationally acclaimed Taiwanese restaurant known for its meticulously crafted xiao long bao, has become an early showcase for how digital touchpoints can seamlessly extend a restaurant’s carefully curated physical experience.
Working with restaurant payment platform sunday, the brand, which operates over 170 restaurants across 14 territories, has transformed what was once a generic checkout process into a digital experience that mirrors the same attention to detail that goes into folding each of its 18-pleat soup dumplings.
That same level of care and consistency needs to extend to every touchpoint, including digital.
Through sunday’s new comprehensive brand customisation feature, Din Tai Fung has recreated its distinctive visual identity across every stage of the digital guest journey, from the initial QR code scan to menu browsing and final payment. The restaurant’s signature palette, elegant typography, and carefully selected imagery now flow through the entire experience, creating visual continuity between the dining room and the screen.
“Our brand identity isn’t just a logo or a colour scheme: it’s the embodiment of everything we’ve built over more than 60 years,” says Zeta Leung, Head of Brand and Marketing at Din Tai Fung. “We’ve spent decades carefully crafting our logo, selecting our colours, and defining what makes guests know they’re at Din Tai Fung the moment they walk through our doors. That same level of care and consistency needs to extend to every touchpoint, including digital. The payment experience shouldn’t feel like stepping outside our restaurant: it should feel like a natural continuation of the atmosphere we’ve created in the dining room.”
Rather than treating technology as a purely functional necessity, Din Tai Fung is recognising that in an era where guests interact with screens as much as staff, the digital experience has become inseparable from the physical one.
sunday’s customisation suite allows restaurants to control logos, colour palettes, typography, imagery and tone of voice across the entire payment journey. Crucially, the feature is accessible directly through sunday’s dashboard, requiring no design expertise or technical configuration: operators can preview changes in real-time before publishing.
Early adopters of sunday’s customisation feature report that the branded experience not only strengthens recognition but builds trust with guests who notice the attention to detail. In Din Tai Fung’s case, the digital brand consistency serves as a final reminder of the restaurant’s commitment to quality, a farewell impression that extends the dining experience beyond the last bite.
The launch comes as sunday continues its UK expansion, with the platform now processing payments for restaurants across the country. The company says brand customisation represents a strategic shift in how hospitality tech platforms approach operator needs, moving from one-size-fits-all solutions to tools that respect and amplify each restaurant’s unique identity.
Drop us your details below and we’ll reach out within the next 24
With our integrated QR codes your customers pay in seconds, straight from their table.
