Farm Frites
Building for Growth: Farm Frites' Online Transformation
Farm Frites started as a small independent family business in Oudenhoorn, the Netherlands. It has now become a major player with 1,500 employees, 5 production sites, and 40 global sales locations. Yes, globally, as they serve food entrepreneurs in over 100 countries. Pretty impressive already. But Farm Frites wants to grow further. How? With a website that makes your mouth water, one that sets a standard the competition can't match, focusing on generating leads. Well, that's exactly what we specialize in at MakerStreet.
Hoe het was
The current website isn't quite where it needs to be. Why is that? After a thorough analysis, several issues were identified. For example, the abundance of information ‑ especially the number of types of fries ‑ was confusing for entrepreneurs, it lacked social proof, the website was not user‑friendly, the copy was not enlightening, and the information on the website lacked a clear structure and storyline. And those were just the superficial issues.
Upon digging deeper, we encountered problems in the website's architecture. The CMS clearly wasn't built to support a website for 100 countries, which resulted in a significant expenditure of money, energy, and time on maintenance. Money that Farm Frites would rather invest in innovation and digital growth.
Time to get to work
To transform a mediocre website into a top‑tier one, our team of specialists joined forces to tackle the challenge head‑on. We made improvements both on the surface and in depth. We crafted a brand‑new, modern website—one with a clear structure, a compelling narrative, clear and persuasive copy, and new branding and design to make your (fries‑with‑mayonnaise‑) fingers lick‑worthy.
And we constructed a new architecture: a composable architecture, to be precise. This means creating a structure where all the pieces fit seamlessly together. A key component of this composable architecture is the decoupling of the frontend and backend. This allows for easier adjustments when necessary, without descending into chaos. And that's crucial when you're active in 100 countries, each with its own products and characteristics. So, if Ireland has different products than Brazil, no problem. Farm Frites can now easily and quickly adjust the pieces themselves, placing or changing country‑specific content on the website.
The result
We transitioned from a flat homepage to a lead‑generating homepage. One with a clear narrative, focused on the customer journey, aimed at generating leads. A website where entrepreneurs immediately understand: this is where I need to be for my fries. Featuring an architecture so easy to implement that all countries will soon have benchmark websites.
Successes should be celebrated
After the launch, we celebrated together with the MakerStreet team and the Farm Frites team the release of the new websites. How do you celebrate that? With Farm Frites fries, of course. So, around lunchtime, there was a fry stand right outside our office. As if we needed any more reasons to work more often for this client.
Made possible by these agencies
Soda
UX Design
Touchtribe
Composable Commerce & Platform Development
Resoluut
Visual Design
Mr Koreander
Curious about the results of this case?
And we contact you as soon as possible.
Jasper Olieroock
Managing partner
