Mellow Takes Development to a Higher Level
Mellow Mushroom
Mellow Mushroom promotes an eclectic, art-filled aesthetic that makes serving up fresh, stone-baked pizzas to order fun and friendly.

Each locally owned and operated Mellow is focused around great customer service and high-quality food.

The considerable growth of Mellow Mushroom demanded each franchise in the 150+ unit chain update to a bespoke digital solution to provide custom functionality and a superior guest experience.

Home-Grown Industries dba Mellow Mushroom turned to DineEngine® to completely redesign/rebuild their website and integrate them with direct ordering provider Olo, as well as create a custom CMS to allow management of all digital content.

Custom Menu Flow & Modifiers

We integrated the Olo order-ahead platform, and helped clarify the complex Mellow Mushroom menu. With our flow, we made navigation and product selection easy and quick. This is in addition to special modifier configurations for products, such as half & half customization for pizzas.

Seamless Mobile Web

Mellow looks great on any digital device, whether users choose desktop, tablet, or kiosk, but since a large majority of their patrons use smartphones, we built the UI/UX to provide an exceptional experience via mobile.

"DineEngine delivered the platform—and it looks beautiful. Performance-wise, we see vast improvements."
Anne Mejia, VP of Brand Development | Mellow Mushroom


Custom Mobile, Promotions & Map Integrations
With Olo for ordering, we built a custom single sign-on (SSO) integration so Mellow could leverage the Punchh app for users to engage and order via mobile, a Personica integration for promotions management, and a Mapbox integration for order location & delivery.
An Ongoing Relationship To Develop An Optimal Digital Ecosystem

As mentioned, a primary consideration via desktop and mobile web was to display the extensive Mellow Mushroom menu in a pleasing way, adding the ability to easily customize products with swift access to checkout.

We built out menu functionality that allows for modifier specialization such as the ability to configure half & half pizzas, and filtering by allergens and nutrition. For customer ease of ordering, a separate menu and page was built out for vegan/vegetarian products as well.

Mellow enjoyed the addition of features such as upsells, cross-sells, saving orders as a favorite, reordering as a signed-in user, and saving payment information.

Another perk was the ability to offer a separate locations landing page for each location, and being able to save a location as a favorite.

Upon the Mellow Mushroom enterprise launch, each franchisee saw a commensurate increase in orders and check size, leading to further engagements to add supplemental features.

For instance, we created a custom Google Tag that measures all Mellow app events, evaluating what a user is looking at on the app, and how the user is interacting with the app. For security and user welfare, we also upgraded Mellow’s ADA compliance to an even higher standard.

As a strategic development partner with Mellow Mushroom, we have continued to work with them to optimize their digital initiatives, and create the perfect ordering experience for their guests.

Still interested?  We thought so.

Click the button below to get started and let’s talk.