Groundwork Coffee Co.
Specialty coffee roasted with story at its core
Client
Groundwork Coffee Co.
Industry
Food & Beverage / Specialty Coffee
Year
2025
Duration
2 weeks
Groundwork had built a loyal in-café following but no digital presence. Competitors with online stores and subscription products were capturing the growing direct to consumer coffee market they were entirely absent from. Their roasting story, a genuine differentiator, had no platform.
Launch an ecommerce experience that communicated Groundwork's craft story and made it simple for local and out of area customers to order beans and merchandise online.
How We Solved It
Brand led narrative: sourcing map
Brand led narrative: sourcing map, roasting origin story, and meet the roaster profile. Builds the emotional connection that drives repeat purchase and word of mouth.
Online shop with single origin listings
Online shop with single origin listings, roast profiles, grind options, and a subscription builder for predictable recurring revenue
Groundwork Loyalty Club: email gated signup with tiered perks
Groundwork Loyalty Club: email gated signup with tiered perks, early access drops, and first batch notifications to convert one time buyers into regulars.
Café location page with hours
Café location page with hours, parking, and an embedded Google Maps. Plus a persistent nudge to online ordering for regulars who can't visit.
What We Delivered
Online orders grew 90% quarter over quarter after launch. Cart abandonment dropped 28% and merchandise sales, previously non existent, now account for 22% of monthly revenue.