Client case study · FitChoice Foods
When Luz purchased FitChoice Foods, she inherited a WordPress and WooCommerce store that was difficult to manage. Moving to Shopify became an opportunity to rethink the whole workflow—from choosing a meal to billing memberships, planning the kitchen’s work, and packing orders.
The starting point
A meal store has a lot to keep straight. Customers need to customize meals, understand their nutrition, use a weekly allowance, and choose pickup or delivery. Then someone has to turn all those choices into the right meals in the right bags.
I combined Shopify, selected third-party apps, custom JavaScript, and connected reporting to support those requirements. The work extended from product photography and page presentation to the rules behind each order.
The biggest workflow change
Members used a static 100%-off discount code. It could not distinguish the included meal allowance from additional purchases.
Each week, orders had to be checked for overages, the extra amount calculated, and customers billed or charged manually.
Custom logic identifies eligible meals, sorts them by price, and includes the highest-priced meals first, up to the member’s allowance.
A dynamically generated discount offsets the exact value of those included meals. Additional meals and other items remain payable at checkout.
Meal customization
Customers can see macros update as they select meal sizes and options. A third-party app supports the meal options, while custom JavaScript handles the nutrition display and calculations.
For custom meals, the calculation uses nutrition values stored for each component. Standard meals use stored product metadata. The nutrition information follows the customer’s selection instead of remaining a fixed block of text.
Delivery & pickup
The ordering experience accounts for local pickup at gyms, delivery-fee overrides for those pickup orders, and free delivery for members.
Delivery-time selection and additional checkout rules support the business’s fulfillment process. Membership benefits and delivery choices are handled as part of ordering, alongside the meals themselves.
Behind the counter
Zapier exports orders in real time into reporting workflows that generate shopping lists, cooking lists, and other operational reports. Order data becomes input for preparing the week’s meals.
A highly customized packing slip supports the final step. The choices made on screen carry through to the people shopping, cooking, and packing. That’s where a store starts earning its keep.
Marketing & measurement
I moved email marketing from Mailchimp to Klaviyo, building signup forms, campaigns, and automated flows alongside the Shopify store.
Google Analytics was introduced where it had not previously been used, and Google reviews became part of the customer-trust work. The storefront was also reworked for search visibility and conversion, with consistent product photography and attention to product information and the ordering experience.
The result
FitChoice’s Shopify migration brought together meal customization, membership allowances, paid extras, delivery rules, kitchen reporting, and email marketing. The result is a store built around the way the business sells and fulfills meals.
Visit FitChoice FoodsTell me what customers need to order and what your team has to do next. We’ll plan the store and its connections around both. These projects are scoped and quoted individually, separately from my business website packages.
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