Ancient Shepherds by Mark Poynton
When acclaimed chef Mark Poynton opened Ancient Shepherds in Fen Ditton, he wanted a digital presence that reflected his sustainable culinary philosophy.
QED was brought on board to design and develop a bespoke, performance-led website that balanced visual impact with low carbon output.
The result is a fast, elegant and environmentally conscious site that perfectly mirrors the restaurant’s values.
About the client:
Ancient shepherds by Mark Poynton
Ancient Shepherds by Mark Poynton is the latest restaurant from the Michelin-starred chef behind Caistor Hall and Alimentum in Cambridge.
The concept is refreshingly modern, a tasting menu-only experience that focuses on quality, staff wellbeing, and minimal waste.
Mark’s ethos blends culinary excellence with responsibility, and his website needed to communicate that balance of sophistication and sustainability.
The Challenge
The project posed an interesting design and ecological challenge.
With a photography-rich concept, we needed to keep image quality high without compromising on performance or sustainability.
Additionally, the restaurant wanted a streamlined user experience; no clutter, no unnecessary clicks – just clear information, beautiful visuals, and an intuitive booking flow.
The live Google Map API also had to be integrated elegantly without slowing the site or adding excess page weight.
The Solution
QED approached the Ancient Shepherds website as a case study in sustainable web design for fine dining.
We developed a bespoke WordPress website designed from the ground up for speed, efficiency, and accessibility.
Cream and peach tones were chosen not just for elegance but for their energy-efficient rendering, reducing overall carbon impact.
Using custom-coded popups instead of extra pages kept navigation simple and reduced server requests.
A live Google Maps container was embedded directly in the footer – a thoughtful touch that removes the need for a separate contact page while improving usability.
Other key technical achievements include:
- Eco-optimised performance: 0.14g CO₂ per page load – far below the 2025 Green Michelin star average.
- Bespoke animated navigation: SVG and Font Awesome integration for lightweight, high-impact visuals.
- Next-generation image formats: Crisp imagery optimised for modern browsers.
- Full SSL and GA4 setup: Secure, data-driven infrastructure for continuous performance insights.
The Results
The finished site is not only fast and elegant but also measurably sustainable.
With a CO₂ footprint of just 0.14g per page load, the Ancient Shepherds website ranks among the most eco-efficient hospitality sites in the UK.
Visitors experience smoother navigation, quicker access to booking information, and a seamless blend of visual storytelling and performance.
Mark and his team were thrilled with the outcome, describing the process as “effortless” and the results as “beyond expectations”.
Business Impacts
The new Ancient Shepherds website gives Mark Poynton a digital presence that aligns perfectly with his ethos of innovation and sustainability.
It enhances visibility, supports bookings, and reflects the quality of his culinary craft.
For hospitality businesses, this project proves that eco-conscious design doesn’t mean compromise – it means performance with purpose.
Design highlights
