Building the Digital Infrastructure and E-Commerce System Behind LaSalle's Barbecue.

Metal built the digital infrastructure and e-commerce system that connects LaSalle’s Barbecue to its audience across Florida and Texas. An online ordering platform, customer experience design, and a performance marketing system working as one connected layer underneath the brand.

A modern food and beverage brand must function as a unified capability that integrates physical restaurant operations, mobile food truck logistics, and e-commerce infrastructure into one seamless platform. By working at the intersection of human behaviour and technical possibility, we delivered a digital strategy that extended LaSalle’s reach from a recognised Tampa Bay brand to a national one.

Our engineering team built a high performance e-commerce platform that delivers a seamless shopping experience for premium rubs and sauces. We implemented point of sale solutions optimised for both brick and mortar venues and mobile food trucks, streamlining transactions and inventory management through real time sales tracking. By integrating CRM and marketing automation platforms, we enabled the brand to deliver personalised communications and local event reminders that strengthened customer loyalty. These data driven systems gave LaSalle’s leadership deep visibility into customer preferences and market trends across Tampa Bay and Houston.

To drive measurable growth and national recognition, we launched a comprehensive digital programme featuring targeted search engine optimization and paid search focused on high impact keywords across both Florida and Texas markets.

This omnichannel strategy was supported by a brand overhaul that extended to custom designed food trucks and retail packaging for their signature at home barbecue products. Beyond digital marketing, we partnered with leadership on strategic business development, including supporting negotiations with commercial real estate developers for prime restaurant locations. Every element of the engagement was designed to align brand presence with operational growth.

The result of this partnership is a stronger brand identity, an expanded retail footprint, and a digital infrastructure that performs as a driver of revenue across every channel the brand operates in. The e-commerce platform, CRM, and marketing systems now work as one connected layer underneath the business rather than as separate tools managed in isolation.

Metal continues to run the digital infrastructure behind LaSalle’s Barbecue as the brand grows its presence across Florida and Texas.