in an era of high costs and inflation, 30% com- mission rates look far less appealing. Unsurprisingly, some operators want to


reduce their dependency on Deliveroo, Just Eat and Uber Eats. BRGR is a hamburger brand with two sites in Glasgow. During the first lockdown, BRGR introduced its own online ordering system and most days the BRGR app takes more money than Just Eat across both units, adding an extra £100,000 to annual top line sales. Head of marketing Brogan Craig says:


“There is still a long way to go to migrate all our customers away from the delivery platforms and onto our app. However, that is our goal.” The financial benefits of online ordering for


BRGR have been a higher average order value of £6 compared to restaurant customers, and half of online revenue coming from returning customers each month. “When lockdown lifted, our restaurants


were still seeing an influx of takeaway cus- tomers and we wanted to give them another way of ordering that was more convenient for them, especially our local customers who now use the app regularly,” says Craig. “We have one customer who has ordered at least once a week since we launched and another who has ordered about four times a week.” Customers can click and collect their orders


and benefit from loyalty points, and BRGR also started its own delivery service this year. “The app allows us to create promotional


tools that give online customers first access to any discounts, meal deals and new prod- ucts we launch,” says Craig. “We send two to three push notifications to our customers every week and we’ve seen the biggest finan- cial uplift from customers using discount codes. We also use the geo-fencing tool to send location-based push notification to specific segments of customers.” Now with the delivery service in operation


too, Craig says BRGR is able to deliver to a wider radius of people than the third-party


20 | Technology Prospectus 2024


“People say the biggest upside to digital ordering is the increase in average spend. I was sceptical about this at first, but results have been


very positive” David Ellison, Deep Blue Restaurants


delivery platforms. BRGR’s online ordering system is provided by Hungrrr, which does not receive commission on orders but instead a flat monthly fee per store for its service.


FEELING BLUE For Deep Blue Restaurants, the UK’s largest fish and chips chain incorporating the Harry Ramsden’s brand, managing delivery plat- forms in addition to its own digital orders, electronic point of sale (EPoS) and the kitch- ens, was resulting in an unsustainable level of complexity. Using Deliveroo, UberEats and Just Eat meant that there was a tablet and printer for each aggregator. When an order came in, it would need to be printed, taken to the till, manually inputted into the EPoS, printed again, and then taken to the fryer. “It was manic. We used to have a huge vari-


ance of what Deliveroo said we’d made ver- sus what the till said because the team would easily miss off a drink or a side when keying orders into the EPoS,” says David Ellison,


www.thecaterer.com


▲


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52