How Brodo Leveraged WooCommerce to Deliver Bone Broth Nationwide

Origins and the Chef’s Vision

Chef Marco Canora launched Brodo in 2014 by selling small cups of bone broth from a takeout window at his New York restaurant. He saw an opportunity in offering a rich, nutrient-packed alternative to coffee and standard takeout fare. The idea clicked—people who wanted convenience without sacrificing flavor or health began flocking to the broth window.

Building a Local Following

Within months, demand pushed Brodo from one window to four dedicated storefronts across Manhattan and Brooklyn. Each location adopted the same philosophy: usereal bonesandorganic vegetables, simmer for hours, and skip preservatives or powder concentrates. That commitment created a consistent taste that resonated with local customers, whether theyn recovering from an illness or just grabbing a quick morning boost.

Transition to Online Sales

As loyal locals asked for broth shipments, Brodo launched an online store powered by WooCommerce. The initial setup handled orders but fell short on customer experience and internal workflows. Brodo’s team considered a different platform, but Automattic consultants stepped in. They mapped out each requirement, from payment processing to shipping, and rebuilt the site on WordPress using the Block Editor for flexibility.

Mobile-First Redesign and User Experience

More than half of Brodo’s visitors browse on a phone, so the rebuild focused on mobile first. Designers crafted a clean, image-driven layout with simple animations, clear calls to action, and a mega menu for easy navigation. They tested readability in different lighting and ensured animations didn’t interrupt flow. The result: a streamlined path from landing to checkout that works smoothly on any device.

Self-Service Subscriptions

Brodo moved from custom code to WooCommerce Subscriptions to house everything in one dashboard. Customers can pick a Chicken Lover’s pack, a Variety 10-Pack, or a gift box, then choose delivery intervals—one-time, bi-weekly, or every four weeks. Theyre free to pause, skip, or switch flavors right on the site, cutting support calls and giving shoppers full control over their orders.

Integrating Back-End Tools

To manage growth, Brodo plugged into several third-party services:

• ShipStation automates shipping labels and carrier selection, speeding up fulfillment.
• Metorik provides custom reports and analytics straight inside WordPress.
• AutomateWoo sends welcome gifts and runs a refer-a-friend program with automated credits.
• Klaviyo handles email and SMS campaigns, segmenting customers by purchase behavior.
• Jetpack offers performance enhancements like VideoPress, plus security scanning and backups.

Accessibility and Brand Consistency

Automattic also improved accessibility by adjusting color contrast, ensuring screen-reader compatibility, and enlarging buttons and font sizes. Every element on the site now meets WCAG guidelines, making sure no customer faces barriers when ordering. Meanwhile, the brand’s “old way made new again” ethos shines through in every detail, from copy tone to photography style.

Empowering the Team

Brodo’s previous site relied on hard-coded templates, which meant simple changes required developer intervention. With WordPress Block Editor, marketing staff can swap images, tweak text, or launch new product bundles without touching code. Support teams spend less time on manual order edits, and leadership can roll out promotions faster than ever.

Marketing and Customer Engagement

Brodo uses Klaviyo Toolkit to segment first-time buyers and send targeted messages, from welcome sequences to replenishment reminders. They kick off referral campaigns that reward both referrer and friend, driving word-of-mouth growth. Social ads on Facebook and Instagram sync products with the store through Facebook for WooCommerce, cutting manual uploads and ensuring accurate inventory display.

Lean Testing and Product Iteration

Before investing heavily in new offerings, the team runs lean tests—like limited soup kit preorders—to gauge interest. That data feeds right into Metorik dashboards, so they can spot trends and forecast demand. When a kit sells out in days, they scale production; if it lags, they pivot to a different flavor or bundle. This approach cuts waste and keeps the product line fresh.

Results and Next Steps

Today, Brodo ships across the U.S., stocks its broth in Whole Foods freezers, and keeps innovating with new soup kits. They’re set to switch to WooPayments to handle transactions entirely within the dashboard and reduce gateway fees. What began as a simple window operation now runs as a tightly connected digital and retail ecosystem driving continual growth.

Takeaways

Brodo’s story shows how a product rooted in quality and authenticity can scale online. The right platform, a focus on UX, and smart automations pave the way for a small team to serve customers nationwide, all while maintaining brand values and operational efficiency.