In 1990 Meat&More started as a small-scale food company. By now they have grown into a company with 180 retail outlets and more than 1,300 employees. Besides meat, their assortment has been expanded with prepared meals, sandwiches, soup and much more. From the logistics centre in Aalter, everything is prepared and then delivered to their own Buurtslagers-butchers and Bon'Ap-meal shops.

Meat&More positions itself as a high-tech food company that is constantly working on the future. Meat&More does not want to lag behind in the digital world either and has therefore decided to renew their current websites. Discover how we supported them in this.


  •  The new websites must be able to deliver the right message. The positioning of the different brands of Meat&More had to be able to put forward the right message. For the Meat&More website this meant setting up the corporate website with also this message and thus a clear reference to Buurtslagers and Bon'Ap. 
  • The corporate website of Meat&More was the first of three websites. To make the management and support on the three websites as efficient as possible, choices had to be made about the setup of the platform with an important part as a point of attention: getting the products of Buurtslagers and Bon'Ap to the customers' homes via the digital highway as well. 
  • The marketing department of Meat&More also wants to make big strides again. With the help of the website they want to reach the customers and the general public better and learn how to serve them better and better. 
  • In order to be able to continue its growth, Meat&More needs new talent. The website takes a special place in the Employer branding entirely and drives recruitment forward. 
Investment strategy

Strategic conversion analysis

During the first phase, we worked with the team at Meat&More in workshops to discuss and define the KPIs. Conversion means something different for each site. While the corporate site focuses on recruitment, the B2C retail sites obviously aim for direct online sales. 

This was combined with target group research that went deeper into the needs and opportunities of the target audience. Subsequently, the User Journeys were drawn up that map out the conversion paths.

From that information the Information Architecture was defined that applies to the three websites. 

Our approach

The construction of the Meat&More website went through six phases. In the first four steps, we simultaneously included the websites of Buurtslagers and Bon’Ap, so that the basis for the start of development for the three sites was ready. 

“ Efforts by our internal departments and Calibrate have led to great results through good, intense cooperation and open communication! Calibrate is a partner to whom you can turn with your questions."
Josefien Maes
Project leader - Meat&More
Jozefien Maes

User Experience & design

For each website, we developed interactive wireframe prototypes. These were used as an important tool to create a clear picture of the final result. 

Because we work with high fidelity wireframes, all stakeholders were immediately included in a clear picture about navigation, content structure and style of design. This ensured a smooth coordination.

The three brands have a clear corporate identity which was applied to the three sites within the multisite platform.

Development in sprints

With all the collected information we developed the Drupal & e-commerce platform for Meat&More in Scrum sprints. Here the Drupal team works closely with our webapp team from Codana, which was responsible for the integration of the e-commerce engine.


A multisite setup

A codebase for three websites, but a separate configuration and content. In terms of support and management, the big advantage is that, for example, a security update does not have to be done three times, but can be applied in one go. Each website can have its own identity and configuration, while the functionality is shared. The best of three worlds! 


With the modern and mobile friendly websites, which are fully autonomously managed, Meat&More gains a powerful marketing platform. 

Now we get to work with the marketing team. Based on analytics dashboards Meat&More marketers can better optimize the website. That way we reach customers, partners and job candidates in the best way.

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Drupal offers excellent possibilities for integration with other systems. For example, the websites of Buurtslagers and Bon'Ap are fully integrated with our e-commerce solution and the backend systems of Meat&More.

Another integration is with PeopleXS (Talentsoft) , a SaaS recruitment solution. Vacancies are retrieved from the recruitment system, allowing job candidates to search the Meat&More website for their ideal job. Through a form, the application is created and forwarded to PeopleXS. In this way the website has become an important source for an incoming stream of candidates. 

Also in need of a digital makeover?

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