Bastiano case: how a caterer tripled his revenue

Corona forced many companies to make rapid digital adjustments. For Bastiano, an Italian caterer in Bonheiden, this crisis became the starting point for incredible growth. From a few sporadic online orders to a thriving digital order stream, this is the story of a successful digital transformation.

The perfect storm: corona as catalyst

When lockdown measures were announced at the beginning of 2020, owner Debby Swinnen faced a dilemma. Her Italian catering business, which had already earned a Gault Millau rating, could suddenly only offer take-away and home delivery.

“Ironically, that forced switch was the start of an incredible business boost for Bastiano,” Debby reflects. “I knew I had to ride the waves of the take-away trend, but I could not get further than some tinkering in Wix.”

This experience is not unique. According to recent figures from DHL E-commerce, the number of online orders in the food delivery sector rose by 22.2% worldwide in 2024. In Belgium alone, an estimated 450 million parcels were delivered in 2024, an increase of more than 300% since 2010.

“The pandemic forced the restaurant industry to reinvent itself overnight, from a primarily in-store dining experience to an omnichannel approach. Restaurants that already had digital solutions were better equipped to react quickly and nimbly to the pandemic”

— Restaurant Industry Expert, Future Platforms

From Wix to Shopify: technical foundation for growth

The first crucial step was replacing the existing Wix website with a professional Shopify environment. This choice was not coincidental, research shows that Shopify had a market share of 30% in the US e-commerce software market in 2024, while the platform is specifically designed for sales.

“Frederiek set everything up in no time. Very functional and it looks great too,” Debby says about the migration from Wix to Shopify. The advantages of Shopify quickly became clear:

Why Shopify over Wix?

The differences between the two platforms are significant for e-commerce applications:

Conversion optimisation: Shopify is built from the ground up for sales, with a streamlined checkout process that optimises conversions. Wix on the other hand is primarily a website builder with e-commerce functionality as an add-on.

Scalability: Where Wix quickly reaches its limits with growing order volumes, Shopify can process thousands of orders per minute without performance issues.

Mobile optimisation: With 45% of consumers having completely switched to mobile shopping since March 2020, Shopify offers superior mobile checkout experiences.

Integration options: Shopify’s extensive app ecosystem enables seamless integrations with marketing tools, analytics and payment systems.

The advertising strategy: phased growth through smart targeting

After the technical foundation came the rollout of a well-thought-out advertising strategy. This approach follows the classic funnel model, but applied to the specific situation of a local caterer during the pandemic.

“25% of restaurants did not survive closure after two months, and approximately 65% of respondents felt they could not keep their restaurants open if pandemic restrictions continued until 2021. Consumers have grown accustomed to ordering take-away food”

— Brizek, Frash, McLeod, and Patience Research Team

Phase 1: Building awareness

In this phase, the focus was on reaching new customers in the Mechelen region. Through broad audience targeting, interest was aroused in Bastiano’s unique Italian proposition. Video ads showed the artisanal preparation and the quality of the ingredients.

The timing was crucial. Research from Square shows that 67% of consumers expect personalisation in their digital shopping experience, while 71% want customised recommendations with food & dining. More about effective advertising strategies here.

Phase 2: Stimulating consideration

With traffic ads, interested users were encouraged to visit the website. Retargeting campaigns targeted website visitors with seasonal content, social proof and special offers.

This phase benefited from a growing trend: according to Statista, Belgians spent €17.4 billion online in 2024, an increase of 6.7% compared to 2023. Discover more about e-commerce trends in Belgium.

Phase 3: Optimising conversion

The conversion campaigns had two pillars:

Direct conversions: Stimulation of specific actions such as ‘add to cart’ and actual purchases.

Catalogue sales: Product ads generated directly from the webshop catalogue, with a focus on seasonal products and popular dishes. Read more about conversion optimisation for e-commerce.

Results that speak: from 10 to 100+

The figures show impressive growth:

Direct impact

• 10x more orders: From a few orders per week to daily order streams
• 35% increase in organic traffic: Through SEO optimisation and structured data implementation
• Lasting growth: Even after the lifting of corona measures, digital revenue remained stable

SEO performance

Bastiano achieved top positions for important search terms within 18 months:

• Caterer Bonheiden: position 1
• Italian Bonheiden: position 1
• Take-away Italian: position 2
• Pizza Bonheiden: position 5
• Take away Bonheiden: position 4

These results demonstrate the power of local SEO in Belgium and the correct implementation of structured data.

“The opportunity in retail lies in creating a seamless experience between online and offline. Every successful retailer must look at these channels not as different businesses with different P&Ls, but as a seamless experience”

— Harley Finkelstein, President of Shopify

The power of integrated channels

The success of Bastiano comes not only from technology, but from the intelligent integration of different channels:

Social media as extension

Facebook and Instagram served not only as advertising channels, but as community builders. Weekly posts with behind-the-scenes content, seasonal products and client stories created a loyal follower base of thousands of authentic followers.

Content marketing

Structured data implementation provided rich snippets in Google, allowing Bastiano to stand out among competitors. Blog content about Italian culinary traditions and seasonal products strengthened the expert position.

Email marketing

Automated flows for new customers, seasonal offers and event reminders consistently generated repeat purchases. Discover the power of lead generation and follow-up.

“2025 marks five years since the pandemic reshaped the restaurant industry. One of the biggest lessons we have learned is the crucial role of agility and technology in supporting long-term success”

— Marco’s Pizza Leadership Team

Lessons for other entrepreneurs

The Bastiano case illustrates some important principles for successful digital transformation:

1. Platform choice is crucial

The switch from Wix to Shopify was fundamental to the success. For serious e-commerce activities, a specialised platform offers clear advantages in conversion, scalability and ease of use.

2. Timing and context are everything

Corona created a ‘perfect storm’ of demand for delivery and willingness to order online. Smart entrepreneurs anticipate trends and seize opportunities.

3. Phased approach works

Instead of rolling everything out at once, Bastiano followed a logical sequence: first the technical foundation, then traffic building, and finally conversion optimisation. This methodology also recurs in our performance marketing approach.

4. Local can be regional

Despite the local focus, Bastiano grew into a regional player. Digital tools made it possible to reach beyond traditional geographic boundaries.

The role of expertise and guidance

A crucial element in Bastiano’s success was professional guidance. Debby acknowledges this openly:

“Frederiek kept thinking along and adjusting, adapted advertising budgets, extracted all possible information from Google Analytics to do even better. I will be eternally grateful to him for the boost he gave Bastiano.”

This underlines an important lesson: digital transformation is not a one-time action, but a continuous process of optimising and adapting to changing circumstances. Discover why hiring a digital expert is often smarter than a DIY approach.

“To put it bluntly, the retail industry will never be the same again. Since COVID-19 we have seen fundamental shifts in the way brands and consumers interact, and major changes in purchasing behaviour”

— Harley Finkelstein, President of Shopify

Future perspective: what comes after the digital foundation?

With a strong digital foundation, Bastiano looks at further innovations:

AI integration

Predictive analytics for inventory management and personalised product recommendations based on order history. Discover the possibilities of AI for growth in your business.

Omnichannel expansion

Integration of online and offline experiences, with possibilities for click-and-collect and in-store pickup for online orders.

Sustainability initiatives

According to research by Seven Senders, 53% of consumers expect more sustainability options from retailers. Bastiano can respond with local delivery options and eco-friendly packaging.

“68% of consumers in the US use food delivery services more than before the pandemic, and 53% of consumers consider delivery essential to their lifestyle. Online food deliveries rose and remain high during the COVID-19 outbreak”

— National Restaurant Association Research

The new reality for food businesses

Bastiano’s story reflects a broader trend in the food industry. According to Mordor Intelligence, the AI market in food & beverages is growing from $7 billion in 2023 to an expected $35.42 billion in 2028.

This growth is driven by:

• Changing consumer habits: 96% of Belgians over 15 now shop online
• Technological possibilities: Better integration between online ordering, payment and delivery
• Efficiency gains: Automation of repetitive tasks and optimisation of operational processes

Conclusion: from necessity to strength

What began as an emergency measure during the corona crisis evolved into a fundamental transformation of Bastiano’s business model. Through the right combination of technology, strategy and expertise, a local caterer was transformed into a digital market leader.

The core of this success lies not in the technology itself, but in the willingness to change, learn and invest in professional guidance. Bastiano shows that digital transformation is not reserved for large corporations, with the right approach, smaller businesses can also achieve spectacular growth.

“Frederiek kept thinking along and adjusting, adapted advertising budgets, extracted all possible information from Google Analytics to do even better.”

— Debby Swinnen, Bastiano

For entrepreneurs considering a similar transformation, Bastiano’s story is both inspiration and practical roadmap. The digital revolution in the food industry is no longer a future trend, it is the current reality.

Do you also want to digitally transform your business? Plan a no-obligation conversation to discover how we can tenfold your revenue, or view our other success stories.