Rough Edges Brewing
Brand, e-commerce & taproom menus
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The Challenge
Rough Edges Brewing was established in 2020 in Waynesboro, Pennsylvania. At the time, they did not have a functional website. There was no menu, no event information, and nothing that told potential customers what to expect before walking through the door.
131 Studios reached out and offered to design their first website complimentary, helping a new local business establish a real digital presence from day one.
Phase One: Getting Online
That first iteration gave Rough Edges a professional site that introduced the brewery, showcased the taproom, and provided visitors with the basics they needed. It served the business well for a couple of years as they focused on building their local following.
Phase Two: A Smarter Website
As the business grew, 131 Studios designed and built the newest iteration of the website. This version was built around live integrations with the systems Rough Edges already uses, removing the need for manual content updates entirely.
Square POS integration. The entire food menu and beer list pulls directly from their existing Square point-of-sale system. When a menu item or price changes in Square, the website reflects it automatically.
Google Calendar events. The site pulls event data directly from Google Calendar. When staff add an event to their calendar, it appears on the website without any additional steps.
SEO and analytics. The website is fully SEO optimized and includes analytics tracking for monthly reporting, giving the owners visibility into how their site is performing.
TapBoard: Custom Digital Menus
The owners wanted to end their existing Untappd subscription due to rising costs. They contacted 131 Studios to create an alternative for displaying menus on the televisions inside their pub and restaurant.
131 Studios developed TapBoard, a software-as-a-service application that displays menus on Amazon Fire TV Sticks. TapBoard was custom-built for Rough Edges and pulls from the same Square POS data that powers the website.
The result is a single system where menu changes made at the register update both the website and the in-house television displays simultaneously, with no third-party subscription required.
The Partnership
What started as a complimentary website for a new brewery has grown into an ongoing partnership spanning two full website builds and a custom SaaS product. Rough Edges Brewing now has a digital presence that stays current on its own, from the website to the TVs on the wall, without the staff needing to manage any of it manually.
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