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.