Zeal

eCommerce, Healthy, Restaurant Sites

Status:
Online
Client:
PopMenu
Established:
2014
URL:
zealfood.com
Location:
CO, USA
Project Scope:
Website Dev & Design, SEO Strategy, OLO Integration, Automated Marketing (Email/SMS)

Project Overview

Revitalizing Boulder's Sustainable Staple

Zeal has long been a destination for health-conscious, responsibly sourced dining in Boulder. However, post-COVID operational shifts left the brand with a digital presence that didn't match its vibrant in-person experience. The owner, Wayde, found himself burying the brand on search results pages and bleeding margins through high-commission third-party delivery apps.

The mission was to build a modern, high-engagement platform that prioritized direct revenue. We needed to craft a site that not only told the story of Zeal’s sustainability through rich media but also functioned as a robust e-commerce engine, reclaiming control over ordering, loyalty, and customer communication.

Challenges & Goals

The Challenges

Invisible SEO: The previous site lacked structure, causing the brand to languish on page 2+ of Google for critical terms like "healthy dining Boulder."

Margin Erosion: A fragmented ordering system forced reliance on Grubhub and DoorDash, eating into profitability via high commissions.

Passive Engagement: Despite having loyal regulars, the brand lacked the tools to actively nurture them through SMS or email automation.

The Goals

Organic Dominance: Execute a content-heavy SEO strategy to rank #1 for local "organic lunch" searches.

Direct Revenue: Migrate ordering to a commission-free internal platform while maintaining kitchen workflow via Toast POS.

Community Activation: Implement automated marketing flows to turn casual diners into "VIP" members.

Strategy & Approach

Phase 1: Multimedia Storytelling

We moved beyond static menus by prioritizing atmosphere. We designed a photo-forward layout anchored by an Interactive Video Hero, featuring the owner discussing Zeal’s sourcing philosophy. This immediate human connection differentiates the brand from generic competitors.

Phase 2: The Integration Bridge

To solve the margin issue without disrupting the kitchen, we integrated Popmenu OLO with Toast POS. This ensures that orders placed directly on the website (commission-free) flow directly into the existing KDS, while also allowing customers to accrue loyalty points seamlessly via the Toast API.

Phase 3: Automated Retention

We didn't just build a website; we built a marketing machine. We configured segmented Email & SMS flows—including Welcome Series and Birthday Specials—to automate retention. Simultaneously, we overhauled the SEO architecture, optimizing meta data for keywords like "organic lunch Boulder" to drive top-of-funnel traffic.

Solutions Delivered

Area	Highlight
Video Hero	Embedded a dynamic, fast-loading video introduction to establish immediate brand trust and highlight sustainability.
POS Integration	Connected Popmenu OLO with Toast POS, enabling direct ordering that syncs perfectly with kitchen printers and loyalty accounts.
Marketing Automation	Configured automated Email/SMS workflows for "VIP" sign-ups, driving repeat visits without manual effort.
SEO Architecture	Built keyword-rich landing pages and blog posts specifically optimized for "healthy brunch" and "organic sourcing."
Loyalty Engine	Ensured full API connectivity so customers earn Toast loyalty points on website orders, incentivizing direct purchasing.