Direct-to-Consumer
Website Migration to Shopify and Search Engine Optimizing
I led the end-to-end digital overhaul for Advantage Restaurant Supply & Service, a leader in the Canadian hospitality equipment space. The cornerstone of this project was a high-stakes migration from a legacy, slow-performing platform to Shopify.
Industry
Direct-to-Consumer
Service areas
Website Development and Design, SEO
Timeframe
45 Days
The Challenge
Advantage Restaurant Supply & Service, a premier provider of commercial kitchen equipment and technical maintenance, was held back by an aging digital infrastructure that struggled to manage a massive SKU catalog and service-based requests. Their online presence didn't reflect their reputation for reliability; the manual ordering process was cumbersome, and their visibility in a crowded hospitality market was fading. To scale, they needed more than just a fresh coat of paint—they needed a robust, high-performance commerce engine that could handle the unique demands of the restaurant industry, from heavy-duty equipment sales to specialized service bookings.
Goals We Set Together
Seamless Shopify Migration: Transition a complex catalog of commercial equipment and parts to a streamlined Shopify environment.
Operational Efficiency: Automate the "Request for Quote" (RFQ) and service scheduling processes to reduce manual overhead.
Search Authority: Reclaim market share from big-box competitors through targeted SEO and high-intent Google Ads.
B2B Loyalty: Build a lifecycle marketing system to keep restaurateurs and facility managers coming back for recurring supplies and service.
Mobile-First Performance: Ensure the site performs flawlessly for chefs and managers ordering on the fly from a busy kitchen.
Our Approach
We executed a comprehensive digital migration and growth strategy, transforming Advantage Restaurant Supply from a traditional local vendor into a modern e-commerce powerhouse.
1. Shopify Architecture & Data Migration
We successfully migrated thousands of product data points—including technical specifications, shipping dimensions, and voltage requirements—to Shopify. We customized the theme to handle the "pro-grade" aesthetics of the industry while ensuring the backend could handle bulk wholesale pricing and freight shipping logistics.
2. The "Full-Kitchen" Search Strategy
Visibility in the restaurant supply niche requires a mix of technical precision and local relevance:
Google Ads & Shopping: Developed high-intent campaigns targeting specific commercial brands (e.g., Vulcan, Hobart) and urgent "equipment repair" searches.
Technical SEO: Optimized site architecture so that high-margin items like reach-in freezers and industrial ranges rank at the top of organic results.
LLM & AI Readiness: Structured product data and service FAQs to ensure Advantage is the "recommended" supplier when users ask AI tools for the best kitchen equipment in their region.
3. Lifecycle Automation (Klaviyo)
In the restaurant world, consistency is everything. We implemented Klaviyo to automate the customer journey:
Replenishment Flows: Automated reminders for consumables (filters, chemicals, smallwares).
Service Nurture: Post-purchase flows that offer preventative maintenance tips and service scheduling.
4. B2B Functionality
We integrated custom "Request for Quote" (RFQ) logic, allowing B2B clients to build large orders for kitchen builds that require custom freight quotes and sales team intervention.
The Results
By moving to a unified Shopify-driven ecosystem, Advantage Restaurant Supply & Service has solidified its position as a top-tier industry resource.
100% Data Integrity: Successful migration of complex catalogs with zero loss of SEO equity.
Increased Lead Volume: A significant uptick in "Request for Quote" submissions and service inquiries.
Enhanced Visibility: Dominant organic rankings for "Commercial Kitchen Supply" and "Restaurant Equipment Service."
Improved Retention: A measurable lift in repeat orders via automated replenishment emails.
Streamlined Operations: Reduced the time from "customer inquiry" to "final quote" by over 50%.
What We Built
We didn't just build a website; we built a scalable revenue engine tailored for the hospitality trade.
Custom Shopify Build with B2B Quote Functionality
Google Ads Strategy (Search, Display, and Performance Max)
Technical SEO Framework for massive catalogs
AI / LLM Search Optimization
Klaviyo Lifecycle Flows:
Professional Welcome Series
Service Appointment Reminders
Abandoned Quote Recovery
Maintenance & Filter Replacement Alerts
Migrating a complex, high-SKU catalog like ours from a legacy system to Shopify seemed like a logistical nightmare, but it was handled with total precision. Our digital presence was completely transformed—not just in how it looks, but in how it performs. We’ve seen a 65% jump in mobile traffic and our organic rankings haven't just stayed steady; they’ve climbed. We finally have a platform that matches the scale of our ambitions in the restaurant supply and service industry.
Management Team
Advantage Restaurant Supply & Service
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