Din Tai Fung extends its signature experience into digital payments with sunday’s brand customisation

“At Din Tai Fung UK, we’re intentional about ensuring every guest touchpoint reflects the precision and care that have defined our brand globally since 1958,” says Zeta Leung, head of brand and marketing at Din Tai Fung.

“Whether a guest dines traditionally or chooses to pay and order via their phone, the experience must feel unmistakably Din Tai Fung. sunday integrates into that journey in a way that feels aligned with our standards. While branding goes far beyond fonts and colours, the ability to customise visual elements easily through the portal means the digital interface mirrors our physical menu design exactly as intended.”

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. “The visual menu and video functionality have been particularly impactful for us,” says Zita. “As a brand rooted in Chinese culinary heritage, some dish names may be unfamiliar to certain guests. Being able to pair each item with high-quality images and add video to showcase the craftsmanship behind our dumplings gives clarity to our guests at the point of ordering.”

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.

Zita concludes: “We’re seeing growing adoption from single diners and returning guests who value efficiency and privacy, and even in those faster interactions, our visual identity and service standards remain intact.”

The launch comes as sunday continues its UK expansion, with the platform now processing payments for restaurants across the country, including recent additions such as Madre, Sticks’n’Sushi, Jamie Oliver Catherine Street, Ozone Coffee and Señor Ceviche. 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.

Discover more about sunday’s customisation feature here.