Meat it is Tommy the Butcher’s online butcher shop: fresh Greek-raised meat, premium cuts and doorstep delivery across Attica.
The challenge was to bring the butcher shop experience online, where customers ask for their cut and how to cook it, along with Tommy’s personality, which already reaches a large audience on TikTok.
DigitalUp designed and built the e-shop from scratch and took on performance marketing, so that every visit has a clear path to checkout.
About the project
Behind Meat it is a family story that began in the mid-1980s with Ioannis Tsekouras and continues today at the shop in Agios Eleftherios. Tommy the Butcher is the face of the brand: he cuts, recommends, cooks and talks to his audience on social media.
An online butcher shop doesn’t sell standardized products. Customers want to choose how their meat is cut, know whether and when it will be delivered, and get an idea of what to cook. The e-shop had to answer all of this without becoming complicated.
The goal was threefold:
- Make ordering meat online quick and simple, from any device.
- Carry Tommy’s character onto every page.
- Bring customers back with points, gifts and content worth reading.
What we did
01. E-shop Design
02. E-shop Development (WordPress & WooCommerce)
03. Marketing Performance
Our approach combined a design with a strong personality, features built around the needs of a butcher shop, and marketing that turns interest into orders.
01/
E-shop Design
The design started with Tommy: a butcher shop with character, not just another product catalog.
- Orange-red, black and light blue, with bold headings and handwritten script for a youthful, street feel.
- Custom icons for the main categories (Beef, Pork, Lamb & Goat, Poultry) for fast browsing on mobile.
- Sections such as Cut of the Month, Tommy’s Crafts and Tommy’s on TikTok that keep visitors on the site.
- Product pages with cutting videos, Tommy’s tips and a cooking suggestion right next to the buy button.
An e-shop that sells meat the way Tommy sells it over the counter
02/
E-shop Development (WordPress & WooCommerce)
The e-shop was built on WordPress and WooCommerce, with custom features for the needs of a butcher shop.
- Delivery availability check by postcode, plus a time slot picker for delivery or in-store pickup.
- Choice of cut and weight, with add-to-cart straight from the category page.
- Meatit Cut Club, a points system based on purchases, plus a free gift of the customer’s choice above a minimum order value.
- Bilingual, mobile-first build and a recipe section that the Meat it team updates.
Every feature answers a question a customer would ask at the counter.
03/
Marketing Performance
Alongside the e-shop, DigitalUp took on performance marketing, so that traffic turns into orders.
- Channels: Google Ads
- Tracking of the user journey all the way to checkout, with Google Tag Manager and pixels.
- Campaigns for offers, boxes and premium cuts, such as Tommy’s Grill and the Black Angus Box.
- Audience / target areas: areas of interest and the areas served by the store
Every euro of ad spend is measured in orders, not clicks.
Goals & Vision
Meat it now has an e-shop that works as a digital extension of the butcher shop and of Tommy himself.
- An audience that keeps coming back, through the Meatit Cut Club and Tommy’s content.
- A foundation ready for new offers, boxes and premium cuts without design changes.
- Social media and e-shop working together, so anyone who sees Tommy on TikTok can find the cut in one click.
The goal is for Meat it to be the first choice for anyone in Attica who wants great meat without leaving home.
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