Dean & Deluca

Connected Physical and Digital Gourmet Grocery Experiences


The Background

Eating beautifully. This was the overarching principal during Code and Theory’s collaboration with Dean & Deluca. When the distinguished grocery chain approached Code and Theory to rethink their digital footprint and properties, Code and Theory responded with ways to support the user through their experience in-and-out of the store. As a result, we collaboratively ended up with a connected system of content and e-commerce solutions, one being Dean & Deluca STAGE.

Marrying technology with food service design, Dean & DeLuca implemented self-service kiosks, known as Dean & DeLuca STAGE. The kiosks served to improve the customer experience for Dean & DeLuca’s premium clients.

However, these out of the box kiosk solutions didn't reflect the simplicity and beauty of the STAGE experience. To solve this, Code & Theory created a custom tablet kiosk app for Dean & DeLuca STAGE that reflected the store experience — a simple, beautiful and efficient design experience, placing the user at the fore front. To best cater to the user, Code & Theory created a new ordering flow to seamlessly move the user through the ordering and checkout process.

Now, STAGE, the intersection of food, design and architecture, dynamically defines a new culinary experience, translating Dean & DeLuca’s rich history into a contemporary setting.

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The Features

Mobile Shopping Recommendations and Rewards

The accessible and easy-to-navigate recommendations and rewards feature allowed for consumers to rate and track their rewards while offering data-powered suggestions for what to order next.

In Store Kiosk Ordering

Dean & Deluca’s ordering feature was designed to resemble the aesthetic and ethos of their stores, allowing for the user to connect with an extension of the brand at the touch of their phone.

High Cart Value Recommendations

The curated ordering experience allowed for users to make bespoke combinations of food and beverages, accompanied by a QR code for easy in-store checkout.

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Ads that work as hard as you do

Code and Theory developed the integrated, global campaign connecting Amazon Ads with small businesses everywhere.

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  • Proved Amazon Ads are made to match the right person, with the right business, right away.
  • Doubled traffic to Amazon Ads' dot com destination.
  • Produced a global, integrated campaign in less than six months.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

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  • Mobile-First
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  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
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    Innovation by Design

    Design Company of the Year
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    Ad Age

    Agency A-List
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Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

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  • Improving workflow processes through enhanced user interface design
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  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

All Work


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