Foodland is a family-run, community-focused local Hawaiian grocery retailer with 31 stores across 4 Hawaiian Islands. Foodland's core mission is to create an exceptional customer experience across all touch points, from in-store shopping and ordering online, to finding new recipes on their website and beyond.
Foodland’s in-store experience has always been strong, and they saw an opportunity to elevate and grow the experience digitally, so they partnered with GRAYBOX to make that a reality. We led with digital strategy on potential platform directions given their technology stack. GRAYBOX created a fresh and invigorating new website design, including a new Maika’i Member portal for customer rewards and weekly specials. GRAYBOX’s in-house technology team migrated the site from Drupal 6 to WordPress with a scalable infrastructure to support the growing Member portal, enhanced search, and custom third party integrations. In May 2023, the new digital experience was successful launched on time to celebrate Foodland’s 75th Anniversary!
For our recent redesign, we had identified opportunities to better surface e‑commerce opportunities, address an outdated CMS and to bring our brand to life in a more visual and engaging way. GRAYBOX did a fantastic job and we are so pleased to have brought our new website to life with them and to continue our partnership. This was by the far the smoothest redesign I’ve been a part of in my career, and throughout the discovery, design and development phases, we were proactively led through a clear and seamless process by our fabulous account team and the GRAYBOX experts in each area. Their ownership and pride for the project was admirable, the team clearly wanted customers to love Foodland’s new website but also for us to have an easier and more intuitive process in using the site, and it shows in the final product.