The Opportunity

Scratch Kitchen has a unique and differentiated offering for catering and group orders. Their variety of dietary and cuisine options is advantageous in the rapidly growing office catering space because:

• A single order works for everyone in the group.

• The solution works every time (time of day, season, parties, etc.).

The Problem

Catering had the potential to be a major pillar of Scratch Kitchen’s business, but they didn’t have the user experience to lean into it. Despite having their own white label website, their catering customers continued to use ezCater to order Scratch Kitchen catering, citing usability issues and a lack of necessary features.

This was problematic because:

• ezCater takes a 15% commission on every order.

• ezCater is not designed to showcase an entire food platform in one menu. This makes it more difficult for Scratch to showcase their value proposition and acquire customers.

The Solution

To address this problem and expand Scratch Kitchen’s catering business, we set out to build a catering and group ordering platform.

Scratch Kitchen’s Original White Label Website

After focusing the custom site on catering, we plan to replace the entire Scratch Kitchen white label website with a version of the custom catering site.

Scratch Kitchen’s white label site allows for typical delivery orders and traditional catering orders, but does not support group ordering. Group ordering is when an administrative user shares a link to group members, who then add their meals to the administrative user’s cart.