Foxtrot · Web · iOS · Android
Foxtrot is a modern convenience store that offers delivery and in-store shopping. Each store also has a cafe, a destination for fresh eats and coffee.
Unfortunately, access to our growing cafe business was limited to in store transactions. We needed to figure out how to take it online.
Product Design Lead
How the pandemic shifted our priorities and changed our business.
Prioritizing the Cafe
Leading up to the pandemic, one our main initiatives as a company was building up our cafe business. We wanted to be seen as a go to destination for coffee, breakfast, and lunch.
The Rise of Delivery
Once the pandemic was in full force, our cafe business was deprioritized as consumer demand was higher for delivery of our market goods like groceries and alcohol. Delivery was now the main focus of our business.
Shifts in Behavior
Several months into the pandemic, we saw demand for our cafe items start to increase as people began coming back into our stores. But, we now had people waiting in lines in stores at a time when people wanted to minimize the time they had to physically interact with other people.
Reprioritizing the Cafe
We realized it was finally time to reprioritize our cafe business. But this time, we wanted customers to be able to order their favorite items ahead of time and pick them up in store quickly. To earn their trust and their business, we needed to take our cafe business online.
The Foxtrot Cafe in Dallas
The Game Plan
We wanted to build a bridge between our online channels and our retail locations.
Designing for the Customer
We created a new section in the iOS and Android apps that allowed customers to customize, order, and reorder their favorite cafe items.
Product with Modifiers
Top of Order
Bottom of Order
Designing for the Cafe
We created a system called "Cafe Merchant" for the store team to fulfill online orders and manage inventory for cafe items.
Order Queue in Cafe Merchant
Modifier Stocks in Cafe Merchant
We added a section for modifiers to our item management system so our merchandising team could easily edit cafe products.
Managing Modifiers on a Product
Managing Modifiers in a Group
Cafe Pickup is now the fastest growing segment of our e-commerce business