Making the Commercial Case for Cutting Food Waste

The Challenge

Lightblue helps hospitality groups measure and cut food waste — monitoring technology, consulting, training, and certification as an implementation partner for The PLEDGE on Food Waste. That means selling an operational behaviour change to an industry running on thin margins and fixed routines, so the site had to make the environmental case and the commercial one in the same breath. It also had to hold three distinct business lines — technology, consulting, and training — without a buyer having to work out which one they came for.

The Approach

We rebuilt the site end to end: design, build and content structure, organised around the three ways Lightblue actually sells rather than around their internal org chart. Alongside the build we laid the technical SEO foundations and configured Google Analytics and Tag Manager, so performance against the previous site could be measured rather than assumed. Delivery ran through a structured QA and alignment process with the client team across a seven-hour time difference, and the finished site was transferred into Lightblue’s own ownership on completion.

The Results

The rebuilt site shipped and was handed over to Lightblue in October 2025, with analytics and tag management in place so their team could measure it themselves rather than depend on agency reporting. Each of the three business lines now has its own route through the site, and the client owns and runs the whole thing outright.