Spuntini: A headless B2B platform that keeps pace with the hospitality industry

A full-service digital partner for the hospitality industry

Spuntini has a clear ambition: to evolve from a traditional food wholesaler into the go-to full-service partner for the hospitality industry. Not just supplying products, but also providing inspiration, trends, and advice. The promise: ‘We deliver food happiness‘It also had to be digitally tangible.”.

The realities of the hospitality industry made this a challenge. Orders are placed repeatedly, often under tight deadlines and rarely during regular business hours. At the same time, customers expect absolute accuracy: the right product range, the right terms, and flawless delivery. With multiple brands within the group and an increasing number of customer-specific agreements, a traditional online store was no longer sufficient.

Spuntini was looking for a digital platform that was just as reliable, personalized, and scalable as their services themselves.

For our customers, speed and accuracy are everything. With the new platform, they can place orders whenever it’s convenient for them, with the information they need.

Sam Van Bever – Spuntini Management

Headless platform with a balance of content, commerce, and data

For Spuntini, a headless platform architecture was chosen, consisting of distinct building blocks, each with its own specific responsibility. DatoCMS serves as a central content hub where all brand and marketing content comes together. From services pages and industry information to campaigns and landing pages: content is built using reusable blocks that can be consistently deployed across multiple brands and entities. This approach gives marketing teams maximum autonomy to publish and optimize quickly, without development bottlenecks, while ensuring that structure, performance, and governance are maintained.

NatchOS serves as the headless commerce layer for the full range of B2B functionality. Here, the focus is on professional ordering workflows tailored to repetitive hospitality behaviors. The catalog and navigation are logically structured, with recurring orders and preset order lists taking center stage, and search and filter functions that are fast and intuitive. The ordering experience is designed to minimize friction and maximize speed, even with complex catalogs and customer-specific agreements.

Thanks to NatchOS, it’s also possible to accommodate differences by location in terms of product selection, availability, and ordering experience, while everything remains centrally managed. This allows Spuntini to maintain maximum control and consistency, while giving each location a digital workflow that feels as if it were custom-built.

Underlying causes Microsoft Dynamics 365 Business Central as the operational backbone of the platform. It serves as a central source for customers, prices, products, and orders, and ensures that every order is processed based on accurate and up-to-date data. Thanks to full integration with the business platform, processes are automated end-to-end, reducing the need for manual corrections and ensuring the solution remains reliable and scalable, even as Spuntini continues to grow in terms of brands, product range, and volume.

Thanks to the headless architecture, we can continue to improve without having to completely rethink the platform every time.

Amandine Carpentier – Marketing Manager at Spuntini

Strategic Platform Exercise

The project was deliberately approached as a strategic platform exercise, not as the creation of “just another online store.” Together with Spuntini, Alistar took the daily realities of the hospitality industry as its starting point: repetitive orders, tight deadlines, and little room for error.

These insights formed the basis for the information architecture, within which both prospects and existing customers can easily find their way. Each has a different intent, but all share a single, consistent experience. Based on that structure, modular building blocks were defined: content blocks, product presentations, and customer portal workflows that are reusable and scalable.

At the same time, the integration was designed using Microsoft 365 Business Central as a starting point for automation, so that operational processes are supported to the fullest extent possible without manual intermediate steps. By delivering iteratively in the staging environment, Spuntini was able to quickly realize value, while the platform remained ready for further expansion as outlined in the roadmap.

From Inspiration to Conversion, at the Pace of the Hospitality Industry

Today, the platform serves as the digital backbone of Spuntini. Customers can Order 24/7, regardless of business hours, and by using personalized catalogs and fixed order lists that adapt to their ordering behavior. This results in faster repeat orders, less friction in the ordering process, and a noticeably lower error rate.

Inspiration and commerce are combined into a single flow: content, promotions, and campaigns lead directly to conversion. Monthly promotions such as Happy Deals are consistently applied across online and offline channels, ensuring brand recognition and consistency in communication.

Thanks to extensive automation between the platform and the back office, the need for manual tasks and corrections decreases, while data quality and consistency improve. Marketing teams can move from idea to execution faster without the need for developer intervention, and the platform is already available for use across multiple brands and entities within the group.

What began as a digital ambition has grown into a scalable business platform that adapts to the realities of the hospitality industry and to Spuntini’s growth.