Home / Our work / Fat Boy's Quality Cuts
case study · butcher · emu plains
His counter,
now open online.
Fat Boy's Quality Cuts is a family-owned butcher in Lennox Village, Emu Plains, open seven days from 7am, with Angus and Wagyu in the case and a counter that cuts to order. The day we spoke to the owner, a working WordPress and WooCommerce demo of his shop was running on our server by the evening, with his ten-item pack builder already doing its job. The store went live on qualitycuts.com.au on 17 September 2026 with his full 96-product range, and today carries 157 products, booked collection, and delivery across Sydney and beyond.
the brief
A full counter,
and a store page working against it.
The business was already the hard part: a family-owned counter, open seven days. Online it had a Square store page, and that page was working against it.
No way to reach the shop from it
The only email address on the page had a typo in it, and there was no phone number anywhere. A customer with a question had nowhere to send it.
Almost a third of the range was hidden
Of the 95 products on the store, 29 had a product page but sat in no category on the order page, so a customer browsing the counter online never saw them.
Google was told almost nothing
No page description, a template story page still published with its placeholder title, and the shop's own suburb spelt "Emu Plain".
what we built
A working demo first.
Then it got bigger.
- A working store on the first day.
We spoke to him on 30 July. By that evening a WordPress and WooCommerce demo of his shop was running on our server, with seven of his own products and the ten-item pack rule already enforced on the server.
- His domain, in his company's name.
qualitycuts.com.au is registered to Fat Boy's Quality Cuts Pty Ltd. If he ever wants to take the store somewhere else, nothing stops him.
- His whole counter, checked against his own store.
Ninety-six products went live on launch day, checked against his Square store the same day. The range has since grown to 157 products.
- Answered the app question with a website.
He asked about a phone app for the App Store and Google Play. For a single shop the upkeep is not worth it, so the store was built as one website that works like an app on a phone.
- Collection and delivery built around a real shop.
Collect from the shop with no minimum: pick a collection window at checkout, then collect at the counter or stay in the car for direct to boot. Delivery runs across Sydney, the Blue Mountains, the Central Coast, Newcastle and Wollongong.
- Every order reaches the shop's phone.
A new order sends a push alert to the shop phone as well as the New order email, so a Saturday morning order does not sit unread behind the counter.
- Then moved onto a server he owns.
On 14 October the live store moved from our hosting onto the client's own cloud tenancy, with the exact software versions carried across and about 35 seconds of maintenance page. The domain and now the server are his.
the store
Built for how people
actually buy meat.
A butcher's customers do not shop like a bookshop's. They buy by weight, they plan a week of dinners, and they want the pack they always get. So the store does those things instead of asking them to work around a cart.
- The ten-item pack builder.
Pick ten items, one of each, from the list the shop publishes. The server checks the ten when the order lands, so a pack of nine or eleven, or a duplicate, is refused, and the butcher packs exactly what was chosen.
- Mince by the weight you want.
Mince comes in seven weights, from 150g up to a kilo, so a small household does not have to buy a kilo to buy at all.
- A week planner that turns dinners into a shopping list.
Pick who is eating and what you are cooking across 35 meals, and the planner works out the kilos, the packs that cover them and the cost.
- Recipes that sell the cut.
Eighty-seven recipe pages, each one starting from a product on the shelf, so a search for how to cook a cut lands on a shop that sells it.
- A specials list he owns, signed up from the counter.
A QR code at the counter and a link for social media each land on a one-step signup page, and each records which one the customer came from. Consent is recorded per subscriber and unsubscribe is one click.
- Booked collection windows.
Choose a time to collect at checkout, so the order is ready when you arrive and the shop can see the day's collections before it opens.
the result
One month in,
found by name and by suburb.
Read from the shop's own Google Search Console and Google Analytics on 19 October 2026, covering launch day, 17 September, to 15 October: the 29 days of data that exist. These are small numbers from a store four weeks old. They are the shop's own numbers, and we would rather publish them early than wait for a bigger one to brag about.
- 1,711times shown in Google29 days from launch day
- 178 to 502impressions, first week to the week of 9 to 15 October16 of the month's 31 clicks landed in that last week
- 4.0average position, "fat boys quality cuts"105 times shown: people looking for the shop by name now find the shop
- 10.2average position, "emu plains butcher"106 times shown, at the edge of page one
- Where the shop lived onlineA Square store pageHis own domain
- Ways to reach the shopOne email, with a typoPhone and email
- Products online95, with 29 hidden157
- The suburb on the page"Emu Plain"Emu Plains
- ServerSquare'sHis own cloud tenancy
why it works
Show the working thing.
Then make it theirs.
A proposal describes a store. A working demo lets the owner tap through one. Building the real thing early removed every argument about what it would be like, and because the design he saw in the pitch became the live theme, nothing was lost between yes and launch. From there the rule was ownership: his domain, his customer list, and now his server. We keep adding to it, and he can take it anywhere.
- WordPress
- WooCommerce
- Pack builder
- Click and collect
- Delivery
- Specials list
- Schema
- Hosting