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 myAPPetite’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 myAPPetite’s white label mobile and online ordering system. Customers can now arrive at the requested time, skipping the queue entirely and picking up their freshly prepared food. This had the knockon effect that queue times for drop-in customers also shortened. Following the success of implementing digital ordering to four sites, TCG expanded its digital ordering offering to ten additional stores.
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.
A Web Wednesday email promotion achieved a marketing ROI of 28:1 and of the 201 people who texted Fish to 66777 since the campaign started, 99 of them went on to place an order giving an SMS-order conversion rate of around 50% and at a per SMS cost of 4p.