The Pecking Order café at the Retail Evolution Lab (a collaboration between Red Design Group, AOPEN and Nuon) in Cremorne, Melbourne, is a live test site for digital technology that challenges the status quo on how we buy and sell food.

The Pecking Order is a functioning display café with a coffee machine and a whole lot of new digital technology.

The café integrates digital menus, touch-screen kiosks, App ordering via personal handheld devices, a point-of-sale system, an inventory system, loyalty rewards, and payment through PayPal. The café can be found on location-based apps that send customers notifications when they enter The Pecking Order’s catchment zone. Special promotions, vouchers and new menu details can also be sent to customers via these apps.

Red Design Group conceived the brand name and designed the Pecking Order brandmark, a hand-illustrated little bird affectionately known as Ruby, who features in all Pecking Order branded collateral. Ruby, the rosella, was inspired by the historic origins of the Rosella Factory Complex in which the Lab is located. She demonstrates that in today’s digital age, brand graphics do not have to be static. Ruby brings a sense of play and whimsy to the café, engaging patrons and immersing them in a positive customer experience.