California Fish Grill × Bite Kiosk × unPLUG built a high-performing digital frontier

California Fish Grill (CFG), an ambitious fast-casual seafood brand, partnered with Bite (Kiosk) and unPLUG (Web + App) to design a fully integrated first-party ordering ecosystem. The initiative focused on driving results by optimizing each digital interaction for on-premise and off-premise guests.

For a brand where nearly 80% of revenue is digital, the goal was clear: create a seamless digital ordering journey that maximizes guest convenience, strengthens loyalty, and unlocks profitability through first-party channels.

1. Over-Reliance on Third-Party Platforms

   Third-party delivery platforms created brand disintermediation, reduced margins, and limited CRM growth.




2. Fragmented Guest Data

   With transactions spread across web, mobile, and in-store, CFG lacked a unified view of customers, limiting personalization and communication.




3. Guest Frequency and Mobile Growth Bottleneck

   The incumbent ordering system did not have rewards, engagement, or personalization, which made increasing guest frequency difficult. This was most evident in the lack of growth for the mobile app.

1) Bite Kiosk Integration

Self-service kiosks powered by Bite streamlined on-premise ordering while automatically capturing guest data into CFG’s CRM. This reduced line friction and became a consistent source of CRM and rewards enrollment. Using unPLUG as a digital wallet, guests are able to redeem rewards in store.

2) unPLUG Web + App Experience

unPLUG designed CFG’s app and web ordering platforms to deliver a frictionless first-party experience. Features included:

• Deep-linking from web to app for a seamless handoff
• Loyalty enrollment at checkout
• Push, SMS, and email campaigns powered by CRM integration

3) Unified CRM Growth

By connecting kiosks, web, and app into a single CRM pipeline, CFG achieved holistic guest visibility. Every digital transaction can now be tied back to a unique guest, enabling personalized communication, targeted campaigns, and scalable frequency drivers.

1. Driving Growth in Sales

   Consistent first-party channel adoption increased both on-premise and off-premise revenue.




2. In-Store and Online Loyalty

   The technology allows guests to earn and redeem rewards in store and online by checking in with their phone number, accelerating program adoption.




3. Direct Customer Communication

   First-party platforms gave CFG control of messaging for brand-authentic promotions and real-time communication with loyal guests.




4. Reinforcing Mobile Growth

   For CFG’s most loyal guests, the app became essential. Mobile app revenue increased by nearly 60% in just six months.

• First-Party Off-Premise Momentum: Off-premise sales grew +13.9% YoY, fueling $1.5M in incremental revenue.


• On-Premise Kiosk Success: Kiosk sales rose +7.3% YoY, adding another $2.1M in growth.


• Loyalty Activation: More than 157,000 new members joined the loyalty program, driving a 50% uplift in guest frequency among enrolled customers.


• CRM Expansion: 100,000 new guests were captured across kiosk, web, and app, strengthening direct relationships with diners.

By investing in seamless ordering and loyalty experiences, CFG not only grew revenue but also built a stronger, more engaged guest base.