Melt Shop is next level comfort food. With 10 years of experience and 15 locations across the country you can trust they know what they're doing when it comes to making the best damn sandwiches you've ever had (not to mention tater tots, milkshakes, and a whole lot more).
We set out to help Melt Shop create a richer contactless mobile ordering and loyalty app that truly embodied the Melt Shop brand, and gave them a platform on which to grow.
Melt Shop wanted more control over and visibility into their digital ordering flow, as well as to provide a more brand appropriate experience for their guests. And all of this had to be done in less than six months.
We were to build mobile and web apps that fully integrated with Melt Shop's existing tech stack, including menu management, delivery federation, and point-of-sale systems. The entire system needed to match Melt Shop's brand identity.
We also needed to build a number of marketing focused features. Utilizing a Content Management System (CMS) and various other third party services, we would need to add the ability to push LTOs to guests ad hoc: as in-app content and push notifications.
Melt Shop has a strong, visual brand but it was missing from their previous digital experiences.
We really wanted to showcase Melt Shop's kitchen creations with designs that were photography forward, highlighting the gooey, cheesy, delicious goodness.
Their strong, bright, highly contrasting branding makes these apps unmistakably Melt Shop.
Delivery and Loyalty
By partnering with Relay, we were able to provide guests with real time delivery tracking via a geolocation service, so guests are never confused about how far away their courier is. Guests could be sent push notifications throughout the journey using Relay's webhooks.
With a new digital platform to build upon, we saw an opportunity to integrate a new Punchh-powered loyalty program to keep guests coming back to the app, as well as providing easy, contactless redemption options for guests who ordered in store.
One of Melt Shop's growth strategies is the creation of new, virtual brands, like their Crispy Chicken Shop, Mac Shop, and Wing Shop. This new digital platform flexes with the ability to instantly add virtual brands via an integrated Content Management System.
We also integrated rich analytics tracking that provides the Melt Shop team with immediate insight into the impact of marketing campaigns, allowing them to adapt on the fly and schedule marketing material weeks in advance.
Quick, easy, contactless delivery and pickup became a core part of the Melt Shop experience overnight.
The new apps have increased guest retention, given the Melt Shop team more visibility into how their digital ordering flow is working for them, and creates a brand-forward guest experience.