Courtney Lawrie, Executive Vice President and General Manager of Growth at Wonder, discussed the company’s approach to building customer habits, rebranding efforts, and scaling customer connection in an interview released on May 21.
The discussion highlights how Wonder is focusing on driving customer engagement and revenue by bringing together multiple functions such as selection, marketing, digital product experience, physical restaurant experience, creative work, and analytics. Lawrie said her team aims to create a repeatable experience that encourages customers to return regularly.
Lawrie said about her move from Wayfair to Wonder: “The opportunity to build another household brand around a product and experience that felt very unique and valuable to people’s lives was incredibly exciting to me. Home was such an emotional category at Wayfair—being able to provide accessibility to an endless selection of home goods in a more convenient way. In many ways, Wonder is doing something very similar, but with food. I’ve always had a personal passion for food, and I was excited to enter a new industry, a new category, and start building again.” She added that metrics like top-line revenue as well as customer repeat behavior are central for measuring success: “Top-line revenue across the business is obviously critical, but customer repeat behavior and lifetime value are probably the most important because they tell us whether customers are truly building habits around Wonder.”
On leading the company’s recent rebrand effort last year she said: “The biggest opportunity I saw was around clarity. Customers were still having a hard time understanding who Wonder was… So we focused on simplifying through a customer insight that almost everyone relates to: mealtime can be stressful.” The rebrand emphasized the concept of “Cravings Without Compromise,” highlighting multi-restaurant ordering capability as key differentiator.
Discussing market expansion into Texas and other regions where media consumption varies significantly by region or market segment Lawrie explained: “Texas is especially interesting because influencers play a much bigger role there than they do in some other markets… We also know the suburban family dynamic is incredibly important in Texas. Wonder’s multi-restaurant ordering capability naturally resonates with families where everyone wants something different.” She noted strategies continue evolving based on local needs.
Reflecting on milestones at Wonder she stated: “Honestly I don’t think there’s one singular moment… There have absolutely been milestones—the 100th store opening; the rebrand; the Spyce acquisition—but I think the bigger story is all the little things happening every single day across the company. It’s constant execution iteration optimization teamwork that collectively move business forward.”
