Case Study · Food & Drink
From the kitchen to your door: Season Family
Season Family runs restaurants, an indoor play centre and its own production kitchen. Its ready meals ship through a Shopify shop, from soups and sauces to vegan dishes. The team has mastered cooking and product, and we worked to translate that strength into the logic of online food retail.
I'll show you where your shop loses buyers.
Bringing taste to the screen
If you come from hospitality, you know your guests and how they react. In a restaurant, the food wins people over with the first bite. In online retail, images and copy take on that job, and the customer compares you with the supermarket round the corner. The page has to convey the taste before the customer tries it.
Then there is the economics. Shipping food costs money, and the minimum order value decides the margin. A ready-meal shop therefore wins twice: with new customers and with baskets that make shipping worthwhile. Several dishes in one order is the natural way to get there.
From positioning to the Easter promotion
After a joint review with the team, positioning comes first. The key question: why would someone order from Season Family when soups and sauces are also sold in the supermarket? The answer shapes every other page in the shop. The company's own kitchen and its link to the restaurants are strong arguments here.
A user test then shows how first-time visitors move through the range and where they hesitate. After that, we set up campaigns on Meta and Google, with a product catalogue and clean tracking. We also planned a dedicated promotion for Easter. One principle applies throughout. With food delivered by post, basket value is a big lever, and we judge every measure partly by whether it can raise the average order.
In food delivery, the basket counts
Restaurant owners who move into delivery bring a strong product with them, and that is the best start. In our view, it pays to settle two questions early: why does someone order from you, and how do you get a basket that covers the shipping costs? With food delivery, conversion rate alone tells only half the story. If you think about positioning and basket value together, you build a delivery business that lasts. A user test with first-time visitors shows early whether the message lands and gives every campaign a solid base.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.