When the COVID-19 pandemic hit and restaurants were immediately burdened with the shutdowns that occurred, and they need to find ways to pivot and create new revenue streams. Most were not prepared to switch to delivery and the existing services on the market like GrubHub or Uber Eats take such a high cut of profit that the margins weren’t reasonable for small, local restaurants.
Better than existing meal boxes because it contained higher quality food while allowing individuals to support small, local businesses and their employees, but more convenient than ordering take-out each night because your entire week of meals can be planned up front; Hive Eats went live and saw immediate success and acceptance from the Salt Lake community.
We even won a Blue Plate Award from Salt Lake Magazine for the idea.
Designed to exude the big-quality excellence of the select restaurants participating on the platform; the golds and coppers of the identity speaks to this notion of only including the finest. To add an element of “humanization” and fun to this consumer facing product, we introduced Frank the Hive Eats Bear, to be present as a secondary identity throughout marketing and UI.
Given how imperative it was to get this service up and running, we designed and built the MVP of Hive Eats from the ground up in only four weeks. Built on Shopify, it is integrated with Zapiet Local Delivery, Mailchimp, and Zapier to accomplish all the tasks that were needed for the compressed timeline.
Allowing the user to choose what meal(s) they want to order each week, the website includes all the steps needed to get users’ orders moving through the system and to the individual restaurants quickly and efficiently, working for not only the public-facing consumer, but for the restaurants and their backend logistics.
Mainly utilizing targeted digital advertising on social media networks like Instagram, we built following and gained users through campaigns focused on getting individuals to give the service a try. Centering around Frank, the imagery was sometimes animated and created a fun and whimsical consumer brand story.