Cookies, used books, and a 1979 box truck. The website had to keep up.
A bakery-and-bookshop on wheels, with a site built from the things on the counter: a handwritten order slip, a shelf of spines, and Colt, the cat who reviews everything. Underneath sits a custom pre-order system wired to Square and the CRM.
EXHIBIT A OPEN · EXHIBIT What was actually broken.
A truck that moves every week, a menu that sells out, and a cat with opinions.
Wild Branch sells baked goods and used books out of a 1979 box truck that parks somewhere different around Twin Falls every week. The brand already existed in the real world: the handwritten bag slips, the shelves of paperbacks, Colt the tuxedo cat. None of it was online yet.
The operational problem was the menu. Small batches sell out, and the regulars who plan ahead deserve to know their cookies will be there when they walk up. That meant pre-orders tied to a specific stop, with a hard cap per stop, payments through the Square account they already run the truck on, and a way for whoever's baking to see what's due at the window.
What we'd actually do about it.
Bring the counter online, then let the CRM run the truck schedule.
We built the design out of things you can actually find at the window. The pre-order bag is a ruled order slip in handwriting, set large because plenty of customers read it without their glasses. The confirmation gets a rubber "Paid" stamp and a slip number. Book categories sit on a shelf as spines. Labels are typewritten. Colt shows up as a hand-drawn SVG, peeking out from behind sections with something to say about them.
Staff never touch the site to run it. A pop-up stop is a record in Ops Hub: address, pickup window, pre-order cutoff, how many goodies to hold, and which Square items are on the menu. Publish it, and it's on the site within seconds.
- PHASE 01Brand pull from the truck: the slip, the shelf, the typewriter, Colt. Homepage, route map and stop alerts.
- PHASE 02Custom pre-order flow: stop picker, cookie menu with a live allowance meter, details, Square checkout, confirmation with a calendar invite.
- PHASE 03CRM wiring: pop-up and order objects, the bake pipeline, SMS consent, and staff alerts for edge cases.
What we actually shipped.
A site that looks handwritten and handles checkout like a register.
The pre-order flow walks one stop at a time: pick where you'll be, fill the bag (the slip writes itself as you go: "2 heart brownies, each"), add your name and email, and pay on Square's hosted checkout. No account, and you get a calendar invite for the pickup. Behind that, checkout re-reads prices from Square, then takes a per-stop lock, recounts what's left and holds the bag for 20 minutes while you pay, so the last half dozen can't be sold twice. A signed Square webhook, the confirmation page and a five-minute reconciler can all finalize an order, and finalizing twice does nothing. If a payment lands after its hold expired and the stop has filled up, the order is flagged for review and staff get an email instead of a surprise.
Square stays the source of truth. Every 15 minutes the catalog syncs into the CRM's product list, so staff pick menu items from the same names the register uses, and anything pulled from Square is relabeled instead of quietly disappearing. Paid orders become opportunities in a five-stage bake pipeline, from order received through in the oven, boxed & ready and picked up. Bumping a whole stop's bake status moves every order at once, and the CRM texts customers on the way, only if they opted in. Colt, meanwhile, has 20 lines across 8 departments, never blocks a button, stays off small screens, and can be shooed.
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