SNAPSHOT
Slice House, a fast-growing pizza franchise, partnered with BRINK to modernize its digital presence and scale operations effectively. By overhauling their technology stack, implementing a unified design system, and refining their brand approach, BRINK enabled Slice House to sustain exponential growth while elevating the customer experience.
10
locations enhanced with new digital capabilities
300+
upcoming franchises supported by scalable tech
1
unified design system bridging digital and physical experiences
Franchise Representative
SERVICES
Brand & Customer Experience Strategy
Brand Positioning and Identity Development
Customer Journey Mapping
Experience Optimization Strategy
VUser Experience (UX)
UX Design
Information Architecture
Interaction Design
Visual Design
Web and User Interface Design
Design Systems and Governance
Technology Implementation
System Architecture
Backend Development
API Development
Cloud Engineering
Content Strategy & Creation
Content Strategy
Digital Transformation Strategy
Digital Transformation Roadmapping
Technology Strategy
Workflow Optimization
Data Analytics & Insights
Data Strategy
Performance Measurement
CLIENT
Slice House, the rapidly growing pizza franchise founded by renowned world pizza champion Tony Gemignani, is celebrated for its artisan pizzas and high-quality ingredients. With a loyal customer base and ambitious plans for expansion, Slice House recognized the need to modernize its digital presence to align with its growth trajectory. Their goal was to scale operations seamlessly, deliver a cohesive brand experience across all locations, and elevate customer convenience through advanced online ordering and location discovery capabilities.
SITUATION
Despite its rapid expansion, Slice House’s digital infrastructure lagged behind its operational ambitions. The brand’s outdated WordPress website and separate Shopify merch store offered limited functionality and lacked integration with modern ordering platforms. Inconsistent branding across locations diluted customer trust, and the absence of centralized menu management created operational inefficiencies. Slice House turned to BRINK to bridge these gaps and prepare its digital ecosystem for the demands of exponential growth.
Key Challenges
- Outdated Technology: Existing systems were piecemeal and unscalable, making it difficult to support a rapidly growing franchise model.
- Inconsistent Branding: Disjointed visual and design elements undermined the cohesive brand experience needed for customer trust.
- Decentralized Operations: Each franchise managed its own menu, creating inconsistencies and inefficiencies across locations.
- Limited Online Ordering Capabilities: The lack of integration with advanced ordering platforms such as Toast impeded customer convenience and operational efficiency.
- Parallel Workstreams: Brand evolution and website development ran simultaneously, requiring coordination with multiple teams while ensuring smooth execution.
- Compliance Risks: The old website lacked adequate ADA compliance, exposing the company to legal risks and creating accessibility challenges for customers with disabilities.
WHY BRINK
Slice House chose BRINK for its expertise in digital transformation, branding, and technology integration. BRINK’s ability to work nimbly in fast-moving environments and deliver scalable solutions made it the perfect partner. From proactive concept presentations to modular design system creation, BRINK’s interdisciplinary approach ensured Slice House could achieve its growth goals without sacrificing quality or customer experience.
OUR BOUTIQUE
APPROACH
At BRINK, all clients benefit from executive accountability, authentic collaboration, and a talented team that truly immerses themselves in order to activate against growth goals with unparalleled creativity and efficiency.
01 / DISCOVERY
The engagement began with a deep dive into Slice House’s operations and growth objectives. BRINK facilitated workshops to assess their current technology stack, brand development, and operational requirements. By involving key stakeholders, BRINK identified the critical areas of improvement: centralizing menu management, enhancing online ordering capabilities, and developing a scalable design system to unify Slice House’s digital and physical brand presence.
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APPROACH
02 / STRATEGY
Building on insights from the discovery phase, BRINK crafted a roadmap to modernize Slice House’s tech stack while addressing branding challenges. A headless CMS, Contentful, was chosen to centralize content and menu management across all franchise locations. For ordering and location management, integrations with platforms such as Toast and Sochi were prioritized to enhance user convenience and operational efficiency.
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APPROACH
03 / DESIGN
Bold Design that Respects the Craft
The new website design embodies the Slice House tagline, “Respect the Craft,” by marrying bold visuals with interactive elements that celebrate the artistry behind their pizzas. High-quality imagery of pizzas and fresh ingredients takes center stage, showcasing their commitment to quality and craftsmanship. The design leverages earthy tones and modern typography to evoke an authentic, artisanal feel. Dynamic hover effects add a playful, interactive layer, allowing users to discover detailed ingredient information and connect deeply with the brand’s story.
Scalable Design System
BRINK developed a modular design system capable of unifying digital and physical branding as Slice House grows and evolves, ensuring consistency across every customer touchpoint. This scalable system harmonizes key brand elements, such as color palettes, typography, and component styles. By documenting and sharing this system, BRINK empowered Slice House to maintain a cohesive identity, even as they expanded rapidly across new locations and platforms.
Seamless User Experience
To enhance engagement, BRINK crafted a seamless user experience that leverages intuitive hover states to combine storytelling and functionality. The responsive site features easy navigation, a streamlined online ordering process, and optimized mobile design, ensuring a smooth and accessible experience for all users.
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APPROACH
04 / DEVELOPMENT
Modern Tech Stack The website was rebuilt using the Angular Ionic framework for enhanced scalability and performance. Contentful’s headless CMS facilitated centralized content management, allowing updates to menus and branding to be made globally while still providing local flexibility.
Platform Integrations Integrations with Toast enabled online ordering, while Sochi supported location-specific pages, ensuring customers could easily find nearby franchises and access menus tailored to their area.
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APPROACH
05 / SCALABILITY
BRINK’s modular design system and robust technology solutions positioned Slice House for sustained growth. The digital ecosystem now supports seamless onboarding of new franchisees, consistent branding across platforms, and a scalable infrastructure that can evolve alongside the business.
IMPACT
Slice House is now equipped with a modernized digital ecosystem that aligns with its ambitious growth trajectory. Franchisees benefit from a centralized content management system that eliminates inconsistencies and inefficiencies, while customers enjoy a cohesive, branded experience across all touchpoints.
- Enhanced Scalability: Streamlined processes for onboarding new locations and maintaining consistent branding.
- Improved User Experience: Customers can now easily order online, discover locations, and access menus tailored to their area.
- Operational Efficiency: Centralized menu management reduces administrative burdens for franchisees and ensures uniformity across locations.
- Stronger Brand Presence: A unified design system elevates the Slice House brand across both digital and physical platforms.
- Legal Compliance: The new website design prioritized ADA compliance, increasing accessibility from approximately 20% to 95%, mitigating legal risks and ensuring the digital experience is inclusive for all users.