Work

Kraft Heinz Away From Home

Elevating B2B purchasing with a modernized experience

Project Focus

Strategy and platform development

Tech advisory and engineering

Data intelligence

Project overview

Challenge

Kraft Heinz wanted to create a new B2B sales channel for its Away From Home brand to reduce friction and deliver a modern self-service experience for foodservice equipment customers.

Solution

Apply Digital built a scalable, modern sales channel based on composable architecture to streamline purchasing, strengthen customer relationships, and capture first-party data to power more engaging experiences.

Technology Partners:

Bringing consumer simplicity to a fragmented B2B world

Challenge

The foodservice industry moves at a rapid pace, and Away From Home legacy ordering processes were not keeping up. For restaurants, schools, and foodservice operations, ordering equipment was unnecessarily complicated and extremely manual. Fragmented B2B systems, inconsistent stock, and communication breakdowns made every purchase feel harder than it should.

We saw an opportunity to change that. Rather than accept legacy B2B friction, our strategy was to bring consumer-grade simplicity to commercial purchasing. This allowed Kraft Heinz to meet foodservice operators where they are, build meaningful relationships, and turn equipment sales into the foundation for long-term partnerships.

A person dispensing Heinz BBQ sauce from a red commercial pump dispenser into a small dipping cup next to a tray of french fries.

Building commerce that drives connection

Solution

We unified best-in-class technologies into a single platform to deliver a seamless, modern commerce experience. Contentful orchestrates content and presentation across channels, Commercetools drives a flexible commerce engine, Talon One powers dynamic promotions, Vertex Tax manages tax complexity with ease, UPS supports integrated shipping, Knepper enables third-party fulfillment, and Stripe provides fast, secure payments.

The new experience is fully automated so operators can self-serve with confidence while Kraft Heinz teams focus on growth instead of administration. At every step of the journey, the platform captures rich first-party data that helps teams understand operator needs and shape relevant offers. Equipment purchases become a gateway to ongoing relationships fueled by bundles, subscriptions, and recurring revenue.

The system continuously improves through real-time intelligence, making Away From Home a data-driven engine that strengthens loyalty and drives measurable business results.

This combination of modern commerce, integrated systems, and strategic data capture creates a resilient foundation for growth. Away From Home gives operators compelling reasons to return and transforms one-time purchases into ongoing, high-value partnerships.