Haswell Creative — Case Study 17
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Butcher & Block · Food & Beverage

A butcher shop you couldn't order from

Butcher & Block built a loyal counter following on whole-animal butchery and a genuinely good catering program. None of it was for sale online — the site was a single photo and a slogan. We gave the shop a storefront that actually sells.

Role
Website redesign, UX, build
Year
2025
Deliverables
Responsive site, product shop, catering request flow, locations & hours
The Butcher & Block homepage shown on a laptop and a phone, a photograph of the butcher at the counter with a child and the headline Premium Quality Meats.
A genuinely warm photograph over a site with no products, no prices, and no way to order anything.

The problem

Butcher & Block had built a real neighbourhood following on the strength of its counter — dry-aged cuts, house-made sausage, a butcher who knows regulars by name. The website reflected none of the actual product: a hero photo, a Shop Now button that led to the same homepage, and nothing else.

Catering, which had grown into a meaningful part of revenue almost entirely by word of mouth, had no presence online at all. A customer wanting a backyard barbecue platter or a holiday roast had no way to see packages or get a quote without calling during counter hours, competing with the walk-in line for the owner's attention.

And for a shop with two things people actually search for — what's in stock, and where the shop is — the site answered neither.

The approach

Three moves, in order.

01

Put the cuts online, with prices

A shop page with real products — dry-aged ribeye, house sausage, whole chicken — replaced the single unclickable Shop Now button with something a customer can actually browse.

02

Turn catering into a bookable package

Backyard Barbecue, Holiday Roast and Corporate Platter packages each get a guest-count-based quote request, pulling catering out of word-of-mouth and onto the page where it belongs.

03

Answer where and when

A simple map and hours table replaced the absent location information, the most basic thing a local shop's site needs to do well.

The work

What we built.

The new homepage

The new Butcher & Block homepage on desktop and mobile: a moody close-up of a dry-aged steak on a butcher block beside a headline reading Cut to order.
The homepage, showing the counter's actual product. Shot close and lit properly, where the old hero never showed a single cut for sale.
The shop our cuts page: a three-card grid of product cards for dry-aged ribeye, house sausage and whole chicken, each with a photo, price and Add to Cart button.
The actual counter, browsable online for the first time — this is what ‘Shop Now’ always should have opened onto.
The catering and events page: a form with event date, guest count and a package dropdown for Backyard BBQ, Holiday Roast and Corporate Platter, beside a photo of a charcuterie spread.
Catering, pulled out of word-of-mouth and given real packages and pricing.
The visit us page: a simple street map with one pinned location beside the shop's address and a weekly hours table.
The two most basic questions a local shop's site should answer, finally answered.

Also delivered

A weekly “what's in stock” note the owner can post from his phone, since availability changes with each animal broken down and customers were routinely showing up for cuts that had already sold out.

Results

First quarter on the new site.

+64%

Catering quote requests submitted online

+40%

Average catering order size

2.9×

Directions requests from the visit page

1

Shop Now button that finally shops

“Catering used to be whoever happened to ask at the counter. Now it comes in as a real request with a headcount and a package already picked, and it's become a business in its own right instead of a side favour.”

Samuel OkonkwoOwner, Butcher & Block

Figures are illustrative of the outcomes this engagement was designed to produce and are shown here for portfolio purposes.