With their commitment to customers, social responsibility and the best quality coffee beans, Peet’s is widely regarded as the original craft coffee.

An Improved Loyalty & Order-Ahead Experience

Peet’s operates in a highly competitive industry where comparable brands have set the gold standard for what customers expect from their favorite coffee shop app. Operating on a legacy technology platform, Peet’s needed to reinvent their ecosystem strategy to incorporate order-ahead and digital wallet capabilities, plus an improved customer experience for their Peetnik Rewards loyalty program. Given our extensive experience with the restaurant industry and their selected technology partners, we were the perfect fit.

Peet's Coffee + Hathway

From business transformation to experience-led innovation, we consulted with Peet’s to devise the best method for integrating with their loyalty and order-ahead technologies, Paytronix and Olo.

From the onset, a comprehensive set of business objectives and KPIs were established to accelerate Peet’s comparative sales, average order value and order frequency. Starting with stakeholder workshops, data mining and roadmapping, we leveraged these insights to create a highly customized order-ahead and loyalty app that met Peet’s exacting standards.

Product Strategy

The launch of the Peet’s applications required a meticulous and insights-driven customer experience strategy. We set out to identify key features that would enhance the experience for their devout users (Peetniks) while also creating a simple and universal onboarding process. Informed by extensive research and best practices, we collaborated with the Peet’s team to develop a mobile launch rollout strategy.

Experience Design

We began the creative process by performing a deep dive into the Peet’s brand, ensuring their core tenets and attributes were articulated across the digital customer experience.

We conducted a series of a comparative and competitive brand studies resulting in style boards, mood boards and micro interaction explorations. Through an iterative atomic design process, we created over 250 screens, an extensive UI toolkit and motion guidelines that translated into a unique, modern and chic user experience.

Research & Testing

Following the sequential release of the freshly redesigned app, approximately 2,000 Peet’s customers were recruited to participate in beta testing — fueling our ability to measure benchmarked KPIs and discover missed opportunities and disruptions along the customer journey prior to a full national rollout.

The End Result

In the end, we were able to provide Peetniks with a better customer experience by streamlining the in-app ordering process and rewarding them for their loyalty.


  • Customer experience strategy
  • UX/UI strategy and design
  • iOS and Android app development
  • User testing and validation
  • Olo order-ahead integration
  • Paytronix loyalty program integration
  • NomNom Experience Platform integration