Food & Beverage
How Giordano's built its DTC business on bundles
The iconic Chicago deep-dish brand migrated from a legacy platform to Shopify and made bundles the core of its direct-to-consumer experience, driving strong average order value growth.
"Flex Bundles has been a critical app for Giordano's DTC website, as we sell our products almost entirely in bundled formats. They did an outstanding job delivering bundle functionality that's easy to edit and is driving meaningful revenue. They also handled a complex request to create BOGO functionality related to our bundles. Robbie has been awesome to work with. Outstanding service, and always seems to figure out a way to help us bring our ideas to life."
— Daniel Gilland, Giordano's
The challenge
Giordano's sells its famous deep-dish pizza almost entirely in bundled formats: multi-packs shipped nationwide. On their old platform, bundling was held together with workarounds: the bundle size (a 2-pizza pack) had to be the product, and the actual pizza (pepperoni, sausage, cheese) was just a variant. That setup created real problems: it was a manual slog to see sales and unit volume by flavor, hard to monitor inventory demand trends, and impossible to run pizza-specific offers. As part of a broader migration to Shopify, the team needed to rebuild their bundles natively, without losing functionality or inheriting the old limitations.
"We had to tape together a bundling solution where the bundle size was the 'product' and the actual pizza was just a variant."
The solution
Flex Bundles became a critical part of Giordano's DTC website. We worked closely with the team to rebuild their product bundles natively on Shopify, including a flagship "Build Your Own" pizza pack that lets customers assemble their own multi-pack. We also built custom BOGO functionality tied to their bundles to power limited-time promotions, all while keeping the day-to-day editing experience simple for their team.
- A/B price testing on bundles
- Full control over bundle pricing lets the team run true A/B price tests to find the offers that convert best.
- Premium add-ons for specialty pizzas
- Customers can add limited-time and specialty pizzas to their bundle for an upcharge, letting Giordano's drive maximum value from their most premium, specialty products on every order.
- Custom ShipStation data attributes
- Every bundle carries custom data attributes, so we mapped each one to the exact fields Giordano's fulfillment provider, ShipStation, needs. Orders flow through to fulfillment cleanly without manual intervention.
"We've always been bundle-oriented. The strategy isn't new. We're just finally able to execute it the way I envisioned."
The results
Bundles now drive the majority of Giordano's online orders, and average order value has grown strongly since rebuilding on Shopify. The "Build Your Own" pizza pack has become their single best-selling product, and bundle-driven revenue continues to accelerate as the business grows on Shopify.
Just as importantly, the team finally has clean, accessible data on how each flavor sells, the kind of insight the old setup buried, so they can compound learnings over time. And with true A/B testing on bundle pricing, the team can continuously refine their offers rather than guessing once and hoping for the best.
"We now think about bundle pricing as something to constantly test and optimize, not a one-time decision we make once, hope for the best, and revisit years later."
Advice for other DTC brands
"Reimagine what your business economics could look like if you could 'pre-program' the AOV you need for your profitability goals. That's what careful bundling can allow you to do. With the customization Flex Bundles offers, there are limitless configurations, so it can work for almost any DTC brand."
— Daniel Gilland, Giordano's
Build your own bundle experience
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