Custom ExpressionEngine Website and Subscription-Based Online Store
Cuban Coffee Queen has built a cult following by delivering authentic Cuban coffee and a memorable cafe experience in the heart of Key West. As demand for their products grew beyond the physical locations, the brand needed a digital platform that could carry that same energy online while supporting real business goals. This project focused on building a custom, CMS-driven website that could scale with the brand, support eCommerce, and introduce recurring revenue through coffee subscriptions, all without sacrificing performance or flexibility.
What I Do: Creative, Designer, CMS Web development, custom E-commerce with subscriptions, optimization, Analytics
Cuban Coffee Queen is an iconic Key West brand known for its Cuban coffee, cafe culture, and loyal local following. As the brand expanded beyond in-person sales, they needed a website that could support content management, eCommerce, and recurring revenue through coffee subscriptions. I designed and built a custom CMS-driven website using ExpressionEngine, paired with a fully integrated online store and subscription system tailored specifically to their business needs.
I served as the UX/UI Designer, CMS Architect, and Developer, leading the project end to end. My responsibilities included:
UX planning and information architecture
Custom UI design aligned with the Cuban Coffee Queen brand
ExpressionEngine CMS setup and templating
Development of a custom online store
Integration of a coffee subscription add-on for recurring orders
Content modeling for products, blog posts, and location pages
Performance optimization and SEO-friendly structure
1. CMS Architecture with ExpressionEngine
ExpressionEngine was selected for its flexibility, security, and ability to model custom content types. I built a structured CMS that allowed the team to easily manage:
Product listings and pricing
Subscription options and fulfillment schedules
Blog posts and announcements
Location and brand content
This setup ensured the site could grow without requiring major rebuilds.
2. Custom Online Store Development
Instead of relying on an off-the-shelf eCommerce platform, I developed a custom online store directly within ExpressionEngine. This allowed for full control over the shopping experience, checkout flow, and backend management, while keeping the system lightweight and fast.
3. Coffee Subscription Integration
A key feature of the project was a custom coffee subscription add-on, allowing customers to sign up for recurring deliveries. The system supported:
Multiple subscription tiers
Flexible delivery intervals
Automated recurring billing
Easy subscription management for customers
This created a new recurring revenue stream while keeping the experience simple and intuitive.
4. UX and Performance Optimization
The site was designed with a mobile-first approach, recognizing that many users discover the brand while traveling. Clean layouts, clear calls to action, and fast load times ensured a smooth experience across devices.
After launch, the new ExpressionEngine website and custom online store quickly proved to be a strong revenue driver for the business. Within months of going live, CubanCoffeeQueen.com achieved consistent five-figure monthly online sales, driven by a combination of one-time product purchases and recurring coffee subscriptions.
Key outcomes included:
Five-digit monthly revenue generated through the online store
Rapid adoption of the coffee subscription program, creating predictable recurring income
Strong repeat purchase behavior from subscription customers
Increased average order value due to bundled products and subscription options
A stable, scalable eCommerce system that required minimal ongoing maintenance
The custom subscription add-on played a major role in long-term revenue growth by turning casual customers into repeat buyers, while the CMS-driven store gave the team full control over products, pricing, and promotions.
By leveraging ExpressionEngine and custom development, CubanCoffeeQueen.com became more than a marketing site. It evolved into a fully functional digital storefront and subscription platform built specifically for how the business operates. The result is a flexible, secure, and scalable CMS solution that supports both brand storytelling and long-term revenue growth.
