The Central Market website redesign transformed the brand’s digital presence into an immersive, food-focused experience. As Production Director, I led a talented cross-functional team and closely supervised a highly skilled project manager who reported directly to me. The project manager played a vital role in coordinating daily tasks, managing timelines, and ensuring smooth communication across teams. Together, we aligned development, design, and stakeholder goals to deliver a cohesive vision that truly reflected the brand.

Central Market doesn’t offer an ordinary grocery experience, and its website couldn’t settle for ordinary either. We needed to reflect the store’s energy, creativity, and sense of discovery—online and on every screen.

Project Goals

Central Market faced a growing wave of specialty grocery competitors. To stand out, we needed more than visual polish. We set four main goals for the project:

• Highlight Central Market’s identity as a food lover’s destination
• Deliver localized content for each store
• Inspire shoppers through accessible recipes and event details
• Make the site an idea hub for home cooks and entertainers

We wanted the site to do more than inform—we wanted it to ignite passion around food.

Strategy and Process

To bring the in-store experience to life online, I worked closely with cross-functional teams. Our strategy focused on personalization, interactivity, and a seamless blend of design and functionality.

Smart Widgets for Localization

We developed smart widgets that tailored content to the user’s selected store. After choosing their local Central Market, shoppers immediately saw relevant promotions, cooking class schedules, events, and Dinner for Two specials.

Expansive Recipe Search

The site featured a robust database with over 1,500 recipes. We made it easy to browse by keyword, season, cuisine, or meal type. The recipe tool became a core feature—supporting both everyday cooking and special occasions.

Design and Development in Sync

To maintain creative integrity, I ensured designers and developers worked side-by-side. Our teams reviewed layouts, wireframes, and interactive elements in tandem. We built a site that delivered high performance without sacrificing visual richness.

Outcome

The Central Market website redesign produced a bold, engaging experience that aligned perfectly with the brand’s in-store identity. Shoppers received location-specific updates, fresh recipe inspiration, and intuitive access to everything Central Market offers.

We didn’t just launch a website—we created a digital destination that strengthened customer loyalty and set a new standard for grocery brand experiences online.