Crabtree Kitchen + Bar

Crabtree’s new unified ecommerce multi-store led to a 259% increase in revenue from organic traffic and 310% more items purchased.

Crabtree Kitchen + Bar, a Crabtree brand, is a farm to table restaurant located just across the bay from Seattle in Poulsbo, Washington. The Crabtree’s own and operate a family of restaurants and retail brands centered around food and drink including two restaurants, a chocolate shop, a liquor store, and a cattle farm. They initially reached out for help redesigning and architecting a new ecommerce website for High Spirits, their liquor brand, and once that site successfully launched, the Crabtree team decided to partner with Above The Fray again, This time with a bigger goal in mind, to reimagine the ecommerce experience for Crabtree Kitchen + Bar and unify all of their storefronts under one seamless digital ecosystem.

Platform

Adobe Commerce

Storefronts

The Challenge

The Crabtree’s wanted to unify the digital presence of their brands and make it easier for their customers to navigate between and purchase from all of their stores. They wanted Crabtree Kitchen + Bar to be able to show product recommendations from their other stores and use a shared cart for a seamless buying experience. For example, if a user was ordering an entree on the Crabtree Kitchen + Bar site, they might see a few bottles of wine from High Spirits recommended that pair well with that meal.

To succeed, the platform had to manage:

Cross-brand shopping with shared cart functionality
Age-verification and compliance for alcohol
Local delivery scheduling for perishable items
Complex delivery zones and in-house logistics
A seamless user experience across multiple domains

To succeed, the platform had to manage:

Cross-brand shopping with shared cart functionality
Age-verification and compliance for alcohol
Local delivery scheduling for perishable items
Complex delivery zones and in-house logistics
A seamless user experience across multiple domains

SERVICES

• Brand Refresh
• UX/UI Design
• Development

The Solution

Above The Fray worked closely with the Crabtrees to transition their business online, integrating multiple revenue streams including chocolates, alcohol, pantry and marketplace items for local and national delivery, as well as prepared foods for local delivery. A standout feature was the development of a shared cart, allowing customers to purchase from different storefronts (prepared meals, chocolates, liquor, and meat from their family farm) in a single transaction checkout for a seamless user experience.

The solution introduced a highly complex shared cart functionality that accounted for age-restricted products, adhered to state-specific regulations for alcohol sales, and managed the logistical challenges of offering both local delivery and shipping. The system also handled delivery zones and specific delivery windows for perishable products.

In addition, the project implemented an in-house delivery network, eliminating the need for third-party services like DoorDash. This gave Crabtree greater control over customer experience while reducing costs and supporting local operations.

The platform was launched in phases. First the liquor store, then the restaurant, and most recently their chocolate brand, allowing the business to scale gradually and adapt as needed. Built on Adobe Commerce, the solution is flexible and modular, capable of supporting future expansion across new storefronts, verticals, and delivery models.

Project Highlights

Crabtree Kitchen + Bar’s Magento site brings together their multiple storefronts to improve UX and drive sales.

Shared Cart with Compliance Logic
Users can now add items to their cart from different Crabtree stores and checkout in one place with a single transaction, greatly simplifying the buying process for customers interested in cross-brand recommended products. The cart dynamically accounts for age-restricted products, alcohol regulations, delivery zones, and shipping eligibility.
Cross-Domain Product Recommendations
The new site features smart product recommendations from Crabtree’s various brands prominently featured on the product detail pages. These items are cross-sell or upsell items related to the product being viewed.
Online Ordering System
We built Crabtree Kitchen + Bar a custom online ordering system where users can select takeout or delivery and set a specific date and time. This allows them the flexibility to use their own delivery drivers and not have to pay third party fees.
Unified Multi-Site Navigation
In addition to creating a Crabtreebrands.com domain that links to their brand pages, we also added a unifying top level navigation consistent across their domains allowing users to easily navigate between sites.

Shared Cart with Compliance Logic
Users can now add items to their cart from different Crabtree stores and checkout in one place with a single transaction, greatly simplifying the buying process for customers interested in cross-brand recommended products. The cart dynamically accounts for age-restricted products, alcohol regulations, delivery zones, and shipping eligibility.
Cross-Domain Product Recommendations
The new site features smart product recommendations from Crabtree’s various brands prominently featured on the product detail pages. These items are cross-sell or upsell items related to the product being viewed.
Online Ordering System
We built Crabtree Kitchen + Bar a custom online ordering system where users can select takeout or delivery and set a specific date and time. This allows them the flexibility to use their own delivery drivers and not have to pay third party fees.
Unified Multi-Site Navigation
In addition to creating a Crabtreebrands.com domain that links to their brand pages, we also added a unifying top level navigation consistent across their domains allowing users to easily navigate between sites.

Shared Cart with Compliance Logic
Users can now add items to their cart from different Crabtree stores and checkout in one place with a single transaction, greatly simplifying the buying process for customers interested in cross-brand recommended products. The cart dynamically accounts for age-restricted products, alcohol regulations, delivery zones, and shipping eligibility.
Cross-Domain Product Recommendations
The new site features smart product recommendations from Crabtree’s various brands prominently featured on the product detail pages. These items are cross-sell or upsell items related to the product being viewed.
Online Ordering System
We built Crabtree Kitchen + Bar a custom online ordering system where users can select takeout or delivery and set a specific date and time. This allows them the flexibility to use their own delivery drivers and not have to pay third party fees.
Unified Multi-Site Navigation
In addition to creating a Crabtreebrands.com domain that links to their brand pages, we also added a unifying top level navigation consistent across their domains allowing users to easily navigate between sites.

Shared Cart with Compliance Logic
Users can now add items to their cart from different Crabtree stores and checkout in one place with a single transaction, greatly simplifying the buying process for customers interested in cross-brand recommended products. The cart dynamically accounts for age-restricted products, alcohol regulations, delivery zones, and shipping eligibility.
Cross-Domain Product Recommendations
The new site features smart product recommendations from Crabtree’s various brands prominently featured on the product detail pages. These items are cross-sell or upsell items related to the product being viewed.
Online Ordering System
We built Crabtree Kitchen + Bar a custom online ordering system where users can select takeout or delivery and set a specific date and time. This allows them the flexibility to use their own delivery drivers and not have to pay third party fees.
Unified Multi-Site Navigation
In addition to creating a Crabtreebrands.com domain that links to their brand pages, we also added a unifying top level navigation consistent across their domains allowing users to easily navigate between sites.