Up & Comers
The search for the next great brands in food and beverage
Overview
Launching a new food and beverage brand is challenging, with financial and logistical hurdles at every turn. Foxtrot, a modern convenience store-cafe hybrid, has long supported small makers by curating unique products from local and national creators. With 29+ stores nationwide and an e-commerce platform offering local delivery, pickup, and nationwide shipping, Foxtrot has redefined convenience by providing a platform for food lovers to discover new, high-quality brands.
In 2022, Foxtrot launched its second annual Up & Comers awards program, a competition designed to discover and celebrate the next generation of food and beverage brands. Aspiring entrepreneurs showcased their products for the chance to be sold in Foxtrot stores, secure nearly $200,000 in funding, and gain valuable exposure. In collaboration with Foxtrot’s Brand and Merchandising teams, I led the user experience and managed the platform that enabled the program.
Year
2022
Role
Product Design Lead
Product Manager
Scope
User Experience
Website Design
Form Integration
Data Management
Platform
Website
Jotform
Design in collaboration with the Brand team at Foxtrot
Foxtrot Market in Fulton Market, Chicago | Photo courtesy of Foxtrot
The search for the next great brand
Foxtrot’s second annual Up & Comers program spotlighted female food entrepreneurs. Partnering with Cherry Bombe, a platform celebrating women in food, they assembled a panel of women leaders to help judge the competition. While open to all, two awards were reserved for female and femme-identifying makers, reinforcing Foxtrot’s commitment to championing diversity in the food industry.
Reel courtesy of Foxtrot | View full post on Instagram
Vibrant, bold, and playfully interactive
The platform design combined Foxtrot’s quirky, neighborly vibe with Cherry Bombe’s energetic community spirit. Imagery and storytelling brought the judges and the makers to the forefront, making the competition feel personal. A spotlight on the previous year’s winner offered inspiration, while playful doodles and subtle interactions kept the interface engaging. Clear, straightforward information was provided to guide users through the program’s details, awards, schedule, and participation.
Guiding the process
The Up & Comers program featured several phases, including submissions, public voting, and the announcement of winners. Between these milestones, our team reviewed applications, gathered data, and prepared for the next phase.
As the product designer and project manager, I planned, designed, and oversaw each phase’s smooth launch, collaborating closely with cross-functional teams to coordinate details, ensure development oversight, and facilitate seamless transitions between stages.
Encouraging participation
Each phase was designed to drive excitement and provide clear next steps for contestants and voters. During transitional periods, we kept interest high by offering visitors the option to sign up for email updates. This not only maintained momentum throughout the program but also helped Foxtrot build a communication channel for future engagement.
Leveraging third-party solutions for efficiency
With time constraints and limited resources, we turned to a third-party platform for gathering contest submissions and votes. My role involved researching and selecting a solution that met our criteria: seamless website integration, a customizable interface, a user-friendly submission process, restricted voting capabilities, and the capacity to manage large volumes of data. This cost-effective approach enabled a timely launch, streamlined data management, and ensured a reliable experience for users.
Impact and beyond
With over 1,000 submissions, a panel of expert judges, and votes from the public, six female-led brands were chosen as the 2022 winners. These winners, along with 30 finalists, were placed on Foxtrot’s shelves, contributing to a growing collection of over 100 women-owned brands and more than 450 total SKUs.
The program’s success led to the launch of a year-round vendor submission system, allowing makers to pitch products to Foxtrot at any time. As Foxtrot continues to expand, it has embraced its role as a small business incubator, supporting makers in growing their brands while promoting gender equity in the food industry.
