ezCater

ezCater is the leading food for work technology company in the US, connecting anyone who needs food for their workplace to over 100,000 restaurants nationwide.

For workplaces, ezCater provides flexible and scalable solutions for everything from recurring employee meals to one-off meetings, all backed by 24/7 customer service with real humans. ezCater also enables companies to manage their food spend in a single, customizable platform.

For restaurant partners, ezCater helps them grow their business by bringing them more orders and new high-value customers.

We joined ezCater as their first-ever external web partner in 2016. The premise was to provide their new growth marketing team with content publishing and campaign capabilities they could operate on their own, instead of distracting the company’s engineering team with constant web content support requests as they worked to drive the business.

We settled in with the CMO on WordPress as the tool of choice, based on its flexible and almost unlimited publishing capabilities, and its ability to scale.

Initially, because of a complex integration requirement involving WordPress and the company’s e-commerce app, it was pretty much a go small / go slow approach. Prove the value of the platform and the related investment in it through small, low-risk wins.

But as the company’s content marketing efforts and marketing staffing increased significantly, so did the team’s interest in using WordPress proactively, aggressively, to drive the business. Within the first two years of operation, ezCater’s WordPress scaled to over 1,500 core content pages, campaign landing pages, corporate account pages, and posts on the company’s blog (aka Lunch Rush).

In 2023, the company undertook a sweeping rebrand led by its internal brand and creative design team. As things developed, we worked closely with that team to carefully plan what the implementation of the new brand would look like on the website. And through one of the most meaningful client/agency collaborations we’ve ever been a part of, we crafted a plan under which PM would take responsibility for delivering the new UI for the site.

“With a bolder, fresher, sharper brand identity in hand, we did a ground-up overhaul of ezCater’s look and feel, while still honoring their legacy since 2007 as a trusted e-commerce and service platform for their customers.”

The energy that ezCater puts into its WordPress is relentless. Continued growth of high quality content. Seamless integration with HubSpot and social channels. Strategic use of the company’s API and graphQL. Google Maps integration. Deployment of a custom ad-serving engine natively written (by us) for WordPress in PHP. And intense, continuous use of the blog as a B2B demand gen platform.

With a formal WordPress development roadmap and service level agreement (SLA) in place at all times, we continue to help the company hone its demand gen machine with ongoing optimization, customization, and more.

It’s not an overstatement to say ezCater’s use of WordPress has evolved to a mindset of continuous innovation, improvement, and measurability / accountability. Few companies we’ve seen in twenty years doing this work have been as progressive, intelligent, and data-oriented in their use of the WordPress platform.

As they head into the future, their evolving use of WordPress will continue to be an important, enabling part of the picture.