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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