E-commerce•Redesign
LobsterGram
LobsterGram
what is LobsterGram
America's original live lobster delivery service, shipping premium Maine lobster nationwide since 1987.
Founded by Dan Zawacki out of his Chicago garage, LobsterGram pioneered the concept of shipping live Maine lobsters directly to doorsteps as gifts. What started as a one-man operation grew into the #1 lobster, seafood, and gourmet food delivery service in the country — featured on Oprah, Rachael Ray, Forbes, and the Wall Street Journal. Now a D'Artagnan brand, LobsterGram offers live lobsters, lobster tails, steakhouse-quality meats, seafood, appetizers, desserts, and gourmet gift packages.
Problem
Transforming a legacy gifting brand for the modern e-commerce era
After three decades as a pioneer in live lobster delivery, LobsterGram needed a digital platform that matched the premium quality of their products — one that could streamline product discovery, simplify gift ordering, and tell the story of America's original lobster delivery service.
Outdated E-Commerce Experience
LobsterGram's legacy online store couldn't keep pace with modern consumer expectations. The dated interface failed to convey the premium quality of their products and made the shopping experience feel impersonal — a stark contrast to the brand's reputation for exceptional customer service.
Complex Product Discovery
With a catalog spanning live lobsters, seafood, steaks, appetizers, desserts, and curated gift packages, customers struggled to find the right products. The navigation was cumbersome, filtering options were limited, and seasonal promotions were buried deep within the site.
Low Conversion on Gift Orders
As a brand built on gifting — from corporate gifts to holiday celebrations — LobsterGram's checkout flow wasn't optimized for gift purchases. Scheduling deliveries, adding personalized messages, and shipping to multiple addresses created friction that led to abandoned carts.
Solution
Impact that matters
RMG re-platformed LobsterGram from Magento 1 to Magento 2, migrating all existing product data and content, and rebuilding their frontend with our PWA Accelerator. We converted their content to Magento Page Builder so LobsterGram's team can continue using the drag-and-drop interface they know and love, while the PWA Accelerator renders changes in a React-based frontend — delivering the fastest, most responsive brand experience regardless of browser or device.
With the frontend on PWA technology, RMG optimized images, streamlined the megamenu, and added custom add-to-cart buttons on every item image — greatly reducing friction, load times, and clicks throughout the customer journey. The PWA Accelerator also handles rendering logic for configurable, grouped, and bundled products, allowing shoppers to customize lobster and steak holiday family dinners while intelligently managing cart dependencies like removing add-on items when the associated main item is removed.
Online Revenue
+%
Bounce Rate
-%
Gift Orders
+%
Page Load Time
.s
