The Charcuterist

The Charcuterist is a Nashville-based family-owned artisan charcuterie business specializing in handcrafted boards for events, catering, and everyday occasions. The family had built a loyal local following through farmers markets and word-of-mouth, but lacked a digital presence to scale their business and streamline operations.

They needed more than just a website—they needed a complete digital solution: online ordering integrated with their point-of-sale system, a platform that showcased their artistry, and a marketing strategy to grow their customer base beyond their existing network.

The challenge was building something that felt as personal and handcrafted as their charcuterie boards while providing the operational efficiency of a modern e-commerce platform.

This project exemplifies the kind of work I find most rewarding: partnering closely with a client to bring their vision to life, then continuing to evolve it together over time.

My responsibilities spanned:

• Full-stack development: Designed and built the entire website from scratch using Next.js, creating a fast, SEO-friendly platform optimized for both desktop and mobile users.
• Toast POS integration: Implemented seamless integration with Toast for online ordering, ensuring orders flow directly into their existing point-of-sale system without manual intervention.
• Marketing strategy: Developed a comprehensive marketing plan including brand positioning, target audience identification, and growth tactics for a local food business.
• Social media planning: Created a social media content strategy tailored to showcase their products visually and engage the Nashville food community.

The technical architecture prioritized two things: beautiful presentation of their products and frictionless ordering. Every decision was made with the end customer experience in mind.

Next.js for Performance & SEO

For a local business competing in search results, performance and SEO are critical. Next.js provided server-side rendering for fast initial loads and excellent search engine visibility. The framework also enabled image optimization out of the box—essential for a business where visual appeal drives sales.

Toast Integration for Seamless Operations

The family was already using Toast as their point-of-sale system for in-person sales. Rather than introducing a separate e-commerce system that would create operational overhead, we integrated directly with Toast. Online orders now appear in the same system as walk-in orders, streamlining their workflow and reducing errors.

This integration required careful coordination with Toast's APIs and thorough testing to ensure orders captured all necessary details—customizations, delivery preferences, and special instructions for each board.

Mobile-First Design

Analytics from similar local businesses showed that most customers would discover and order from mobile devices. The entire site was designed mobile-first, with particular attention to the ordering flow. Large touch targets, minimal form fields, and clear calls-to-action make ordering as easy as possible.

What makes this project special is the ongoing relationship. Unlike typical client work with a defined end date, The Charcuterist has become an ongoing partnership built on trust and shared goals.

Iterative Development Through Feedback

The initial build involved constant back-and-forth to get every detail right. From the color palette that matched their brand aesthetic to the exact wording on the ordering flow, every element was refined through collaborative feedback. This wasn't about implementing a spec—it was about discovering together what would work best for their customers.

Monthly Check-ins

We continue to meet monthly to discuss what's working, what could be improved, and what new features might help the business. These sessions have led to seasonal menu updates, promotional landing pages, and refinements to the ordering experience based on real customer feedback.

This ongoing relationship means the website evolves with the business rather than becoming stale. It's a model I believe in deeply: technology should grow with the people it serves.

A beautiful website means nothing if no one finds it. Beyond the technical build, I developed comprehensive marketing and social media strategies to help the business grow its reach in the Nashville market.

Marketing Plan

The marketing strategy focused on three pillars: local SEO to capture searches for "charcuterie Nashville" and related terms, partnerships with complementary local businesses (wineries, event venues, corporate offices), and seasonal campaigns around key gifting and entertaining moments.

Social Media Content Strategy

Charcuterie is inherently visual—the artistry of a well-composed board practically demands to be photographed. The social media strategy leveraged this strength with a content calendar focused on:

• Behind-the-scenes preparation and sourcing stories
• Customer boards at events (with permission)
• Seasonal offerings and limited-time specials
• Tips for hosting and entertaining

The goal was to position The Charcuterist not just as a vendor, but as a trusted resource for anyone looking to elevate their gatherings.

The Charcuterist now has a digital presence that matches the quality of their handcrafted products. More importantly, they have a platform that actively supports their business operations rather than creating additional work.

Online orders flow seamlessly into their existing workflow. Customers can browse offerings, customize their boards, and place orders without phone calls or back-and-forth emails. The family can focus on what they do best—creating beautiful, delicious charcuterie—while the website handles the rest.

The ongoing partnership model has proven valuable for both sides. They get a website that evolves with their business and a trusted advisor for digital questions. I get the satisfaction of seeing a small business thrive and the joy of working with people who genuinely care about their craft.

Key outcome: This project reinforced my belief that the best technology solutions come from genuine partnership. When you understand not just what a client wants but why they want it, you can build something that truly serves their needs.