Boelter launched Eleven36 with the vision of going beyond the traditional e-commerce model by offering a complete and integrated solution for the foodservice sector. Beyond selling products, the company aimed to deliver end-to-end services, including installation services, tailored product recommendations, expert customer sales support, and an instant B2B purchase flow. One of the main challenges lay in transforming this ambitious vision into a scalable and efficient digital platform, designed to handle rapid growth through extensive automation and the integration of an automated drop-ship model to streamline operations and meet the complex and diverse demands of professional kitchens.
Outdated functionalities that did not meet new business rules;
Integration complexities with Boelter's range of services;
A lack of robust processes for scalability, maintenance (AMS), and quality.
Boelter, with over 90 years of experience in the foodservice and beverage industry, offers comprehensive solutions such as project design, specialized equipment procurement, and streamlined supply inventory Through Eleven36, it’s newest e-commerce venture, the company positions itself as a digital-first strategic partner by integrating relationships with manufacturers, advanced technology, and personalized service. This approach reinforces Boelter’s commitment to delivering integrated solutions, consolidating its leadership in the foodservice market.
Despite Boelter’s century-long maturity and experience in other sales and service channels, this e-commerce initiative was its first of this type and envisioned scale. As a result, there was a natural learning curve in addressing the specific challenges of digital operations, including the need to align internal processes and strategies with the new sales channel.
To streamline this transition, Boelter believed that acquiring an existing e-commerce platform, combined with rebranding and a few visual updates, would be sufficient to position its platform as a leader in the foodservice sector. The expectation was that minimal adjustments to the legacy system could integrate its full range of services and deliver a satisfying digital experience for customers.
However, even with this accelerated strategy through acquisition, implementing changes in a legacy system posed significant technical and operational challenges. The complexity lay in adapting the legacy system to meet the brand’s new requirements while maintaining operational consistency. Additionally, preparing the platform for scalable growth required ensuring alignment with Boelter’s vision of integrated services and automated drop-ship supply chain management.
This is the first time I've worked with an external development partner that acted like a true extension of our business, providing insightful recommendations and equal commitment to our success. You have a very high standing with everyone at Boelter, thanks to the deep partnership in business, technical expertise, and ownership.
Upon analyzing Boelter’s vision, we identified limitations in their proposed solution. Simply acquiring an existing platform and applying visual updates would not suffice to support their ambition of delivering end-to-end integrated solutions. During our evaluation, we uncovered technical and structural challenges in the legacy system, such as:
Without a structured, consultative approach, persistent bottlenecks risked impacting both customer experience and Boelter’s operational efficiency. To deliver a solution aligned with Boelter’s vision, we implemented a structured approach in three stages:
We worked alongside Boelter to create a strategic roadmap, removing outdated functionalities and prioritizing high-value deliveries aligned with new business rules.
We executed a full design adaptation to reflect the new Eleven36 brand, updating pages, content, buttons, and implementing the new design system. This ensured a digital experience aligned with Boelter’s identity and optimized for customers.
We designed and built a fully automated end-to-end B2B drop-ship model capable of handling high transaction volumes with minimal operational administration. This included integrating real-time shipping estimations from 3PL and parcel logistics partners, ensuring seamless order fulfillment. To maintain and scale the platform, we established a dedicated AMS team for continuous support and maintenance and expanded the structure with a QA team to perform automated testing, guaranteeing error-free, reliable deliveries.
