A key part of this expansion is its push into the digital world with the launch of the 3D Cookie Cake Builder.
This interactive tool allows cookie cake lovers to fully customize their cakes in real-time, right from their computer or mobile device. Users can experiment with different icing options, tweak personalized messages, and try out various flavor combinations, all while watching a live 3D rendering of their creation. Whether it’s for a birthday or a holiday celebration, customers can preview every variation before placing their order.
To bring this cutting-edge tool to life, Great American Cookies turned to Atlanta-based technologist David Feldman and his team at Rapturous, a restaurant-focused division of the digital agency 3 Owl. Feldman’s group started working with the iconic cookie brand in 2019, initially helping launch its direct-to-consumer e-commerce platform. With the 3D Cookie Cake Builder, Feldman took inspiration from the Nike Shoe Builder, a digital tool known for its high level of user-driven customization. Feldman and his team used it as a benchmark to create a similarly interactive and personalizable experience for those looking to create the perfect cookie cake for their next party.
Behind the scenes, the technology driving the Builder is complex, requiring significant engineering to ensure that all personalization options function smoothly. With over 200 stores co-branded with Marble Slab Creamery, the online experience changes based on whether users are ordering from a Great American Cookies standalone location or a co-branded one. The platform is dynamic, adapting in real-time to reflect various co-branded locations.
At the heart of this platform is the Olo API, which powers the ordering experience. Olo, a widely-used enterprise online ordering platform, provides the backbone for the seamless integration of personalized orders and co-branded experiences.
Feldman’s digital agency has found success in transforming restaurants’ online experiences. This is particularly true working with multi-unit restaurant brands who want to elevate their digital presence and create frictionless customer experiences while maximizing online engagement in each store. Rapturous is designed to help restaurants navigate this shift and thrive in today’s tech-savvy, mobile-first marketplace.
As Feldman explained, restaurants today face a significant challenge: competing in a world dominated by third-party delivery apps like Uber Eats and DoorDash.
“The battle that restaurants are fighting is this necessary evil of marketplaces,” Feldman said. “If your store’s not on [those platforms], there’s a lot of visibility lost.” However, these platforms don’t provide restaurants with the customer data they need to build relationships and understand their audience, which creates a significant gap.
That’s why Feldman believes first-party ordering is the future. By driving customers to their own fully-customized digital platforms, restaurants can gather important data, build loyalty, and engage directly with their customers, all while retaining more control over their brand.
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Photos provided by Rapturous
