A New York institution since 1888, reimagined for the digital age.
Katz’s had previously tried out a number of third-party delivery platforms like Grubhub and Uber Eats. Dissatisfied with the experience, we helped this wildly popular NYC deli disrupt the food delivery market with their own local online ordering service.
Katz’s Delicatessen is an iconic New York institution with over 130 years of history. More than just a restaurant, Katz’s is a cultural landmark—world-famous for its pastrami sandwiches, authentic atmosphere, and deep-rooted heritage.
Industry
Food & Beverage
Services
Branding
E-commerce
Magento
UI/UX design
The challenge
Katz’s Delicatessen has been slicing pastrami on the Lower East Side of Manhattan since 1888. It’s not just a restaurant — it’s a cultural landmark, a scene from When Harry Met Sally, a rite of passage. But while the pastrami hadn’t changed, the digital experience had fallen behind. Third-party delivery platforms were eating into margins, and the brand had no direct online channel worthy of its legendary status.
The challenge was clear: build an e-commerce and ordering platform that preserved the grit and warmth of walking into Katz’s while making it easy for customers — whether they’re around the corner or across the country — to order the real thing online.
“We had to adapt quickly when the pandemic hit. As a NYC restaurant, our priorities shifted overnight and we needed to scale up our local delivery & takeout service immediately to make up for lost in-store traffic.”
KS
Katz’s Delicatessen Team
Our approach
We designed and developed a custom Magento e-commerce platform paired with a brand-forward WordPress presence. The design draws from Katz’s unmistakable visual identity — bold typography, rich photography, the kind of honest confidence that a 130-year-old institution earns
UX decisions were made with both local pickup customers and national shipping customers in mind: clear navigation from brand story to menu to checkout, with a streamlined ordering flow that puts Katz’s back in direct control of its customer relationships. SEO architecture was built in from day one to support strong organic discovery for both in-person visits and nationwide shipping.
“The Autumn Lane team helped us design, stage, and launch a custom-built delivery platform. This allowed us to reach customers directly and avoid the high fees charged by third-party apps.”
KS
Katz’s Delicatessen Team
The Result
Katz’s now has a digital platform as iconic as the deli itself. The site gives the brand full ownership of the online ordering experience, supports nationwide pastrami shipping,
and serves as a credible destination for the millions of fans worldwide who know that when you want the real thing, you go to Katz’s.
“Without their expertise, we would still be dependent on third-party platforms. The custom solution significantly improved our bottom line, and we saw a positive ROI within just a few months after launch.”
KS
Katz’s Delicatessen Team