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Digital platform increases order value by 122% for TCG’s fishnchickn brand

Digital platform increases order value by 122% for TCG’s fishnchickn brand

Find out how fishnchickn increased their average order value by 122% with digital ordering. We have collaborated on a great case study to show their journey and the results the service has had.

Digital platform increases order value by 122% for TCG’s fishnchickn brand

The challenge

Like many popular fish and chip stores, TCG found that the queuing and subsequent cooking time in the busy dinner period could mean customers waiting up to twenty minutes for their takeaway. TCG knew this was at odds with modern consumers’ expectations surrounding the speed of service and could lead to low customer satisfaction and missed sales. The challenge then was how to minimise queues at busy times.

The solution

TCG introduced Preoday’s mobile and online ordering system initially to four fishnchickn sites (Billericay, Harlow, Knares and South Woodham Ferrers) in August 2018 to help improve its customers’ experiences and to provide it with a competitive edge in the marketplace. The company had seen previous success when TCG introduced digital ordering to its Churchills sites in 2016, proving that its multichannel customers are worth twice as much as those using a single channel.

TCG saw the opportunity for its fishnchickn sites and adopted Preoday’s white label mobile and online system, allowing customers the opportunity to order ahead. Customers can now arrive at the requested time, skipping the queue entirely and picking up their freshly prepared food. This had the knock-on effect that queue times for drop-in customers also shortened. Following the success of implementing digital ordering to four sites, TCG expanded its online and mobile ordering offering to ten additional stores (South Ockendon, Corringham, Benfleet, The Wick, Shotgate, Hemel Hempstead, Basingstoke, St Johns, Cambridge and Cambourne) in January 2019.

The results

Like Churchills, the results for fishnchickn have been excellent:

  • Mobile and online ordering now account for 13% of sales; this is rising month on month
  • The ease of exploring a digital menu has led to customers placing additional products in their online basket making the average order value 122% higher than walk-in takeaway purchases
  • 5,770 orders have been made since launching click and collect
  • A Web Wednesday email promotion achieved a marketing ROI of 28:1 and of the 201 people who have texted Fish to 66777 since the campaign started on 17th December, 99 of them have since placed an order giving an SMS-order conversion rate of around 50% and at a per SMS cost of 4p.

In their own words
“We needed an app and online ordering system that could accommodate multiple locations and that we could integrate seamlessly into our existing EPOS system, ICR, and Preoday’s API dovetailed perfectly. We have found the system easy to use and to roll out to new locations. In the next phase, we plan to include a new ‘order at table’ feature for our assisted service restaurants; this will play as a crucial role in our future growth plans.”

Mark Walmsley, Head of Brand and Marketing, TCG

Download a copy of this case study.

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