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.
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.
Like Churchills, the results for fishnchickn have been excellent:
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
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It’s not as catchy as: ‘When is a door not a door?’ (answer, when it’s a jar) but it speaks to the idea that in-car collection, and the technologies that support it, are flexible enough to bend to the needs of a business and its guests.
Delivery can be daunting to the uninitiated, and it might be tempting to sign up with a third-party ordering aggregator that offers the service, such as UberEats, but other options could suit your business and brand better. Here we present three different ‘levels’ of delivery, starting with the most basic – and cheapest method: doing it yourself.