The problem
Hoggy's Grill is a BBQ cookery school run by former England cricketer Matthew Hoggard MBE and the Hoggard family. Its old website was slow and looked blocky. The family wanted a premium site that sells more classes and gift vouchers, and AI help with the day-to-day work.
What I built
A new custom Shopify theme, built on an unpublished copy so the old site stayed safe until the switch. Shopify still handles checkout and bookings, and the web addresses carried over so Google kept what it already knew. The new site is live at hoggysgrill.com.
Behind it, a second brain: one Obsidian vault holding every fact about the business, where nothing counts as true until a person has checked it. On top of that, a plan for thirteen AI agents, from inbox triage to SEO, each with a written job, what it may do on its own and what it must ask first. Those agents are being built now.
How I used AI
Claude Code built the theme, set up the second brain and ran the launch audit covering security, legal, cost and SEO. I set the rules, made the decisions and approved what went live.
What I learnt
AI is only as good as the facts it works from. Building the source of truth first, and making every agent draft rather than send, is what makes it safe to use in a real business.