Confidential · Prepared exclusively for Mum's Not Home · 25 May 2026
JD CoreDev · Digital Audit Report

Mum's Not Home.

The headline finding

Add email capture and marketing automation — 33K Instagram followers is a powerful audience, but Instagram owns that relationship

IndustryHospitality / Lifestyle retail
Location1/F, 302 Shanghai Street, Yau Ma Tei, Kowloon
Websitehttps://www.mumsnothome.com
Audit Date25 May 2026
42 /100
Website
5/10
Social Presence
8/10
Infrastructure
3/10
Growth Potential
4/10
01

Website Audit

CriterionScoreFinding
Design & Visual Quality 6 Artistic eclectic Shopify theme matching the brand's personality — but layout is cluttered and product pages lack consistent formatting.
Mobile Responsiveness 6 Responsive Shopify theme works on mobile, but cheesecake product grid is dense and hard to browse on small screens.
Page Speed (estimated) 5 Standard Shopify hosting — adequate but no image optimization or lazy loading evident.
CTA Clarity 4 Pick-up only with 48hr notice — no delivery, no table booking for the cafe, and no clear 'visit us' journey for first-timers.
SEO & Discoverability 3 Missing meta descriptions and structured data — doesn't rank for 'Yau Ma Tei cafe' or 'Hong Kong cheesecake delivery'.
02

Social & Online Presence

03

Internal Infrastructure

Booking System
None
No table or experience booking — customers ring a doorbell to enter. No reservation system for the cafe.
CRM / Customer Data
None
No CRM — 33K Instagram followers but no email list or customer database to monetise.
Marketing Automation
None
No email marketing, no abandoned cart recovery, no automated follow-ups.
E-Commerce
Basic Shopify — pick-up only
Shopify store sells cheesecakes and vintage items but pick-up only with 48hr notice — no delivery integration.
04

Top Recommendations

01
Add email capture and marketing automation
33K Instagram followers is a powerful audience, but Instagram owns that relationship. An email list with automated flows for new cheesecake drops and event invites would give direct access to the community.
Est. Impact
high
02
Enable delivery or expand pickup options
Pick-up only with 48hr notice limits orders to nearby regulars. Adding delivery via Lalamove integration or same-day pickup would significantly increase cheesecake order volume.
Est. Impact
high
03
Implement reservation and experience booking
The hidden-gem cafe experience is the draw — a simple reservation system would reduce no-shows and allow experience packages like cheesecake tasting with vintage shopping.
Est. Impact
medium
Next Step

Let's fix this — together.

This audit was put together by JD CoreDev — a boutique software consultancy building custom CRM systems, booking platforms, and digital infrastructure for growing businesses across Hong Kong, Singapore, and Malaysia.

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