In an effort to better align product and service offerings from Boelter Foodservice with the challenges of their audience, MZ began by tackling rich and varied personas for the restaurant industry. After understanding the story, responsibilities, needs, roadblocks and goals of each persona, MZ employed growth-driven design the Boelter Foodservice site. Starting with User Experience (UX) to realign existing content into a more customer-centric site navigation, and then enhancing Customer Experience (CX) with richer, more relevant, verbal and visual content.