Bering Sea bold: a website as loud as the line outside.
Tracy’s King Crab Shack is a Juneau, Alaska institution, with lines of cruise-ship visitors out the door. I rebuilt its website around the brand’s “Bering Sea Bold” attitude, restyled its Shopify store to match, and built an admin CMS so the team can update the menu, hours, reviews and jobs themselves.
The signature piece is the QR Story Portal: a phone-sized, swipe-through story guests open from a QR code while they wait in line: seven full-screen video chapters with dot navigation, sharing and deep links.
Design System
Color
Typography
Tech Stack
Key Features
QR Story Portal
Seven snap-scrolling video chapters for guests in line, with dot navigation, deep-link hashes, native sharing, off-screen video pausing and reduced-motion support.
“What Should I Order?”
A four-question picker that scores the menu and recommends the top three dishes, with an offline fallback menu.
Live Menu
Served from Firestore with category pills, four price modes (single, tiers, market price, custom label) and “Crab 101” species pop-ups.
Admin CMS
Owner, admin and editor roles manage the menu, hours, reviews, gallery, job openings, applications and customer stories.
Careers & Crew Area
An open-positions grid with an application form, plus an access-code-gated crew handbook.
Email Capture
Sign-ups are tagged by source and mirrored to the newsletter automatically by a Firestore trigger.
