Like many popular chippies, fish and chip chain Churchill’s found that the queueing and subsequent cooking time during the busy dinner period could mean customers waiting up to twenty minutes for their takeaway. Churchill’s knew this was at odds with modern consumers’ expectations surrounding speed of service and could lead to low customer satisfaction and missed sales.
To help improve its customers’ experiences and to provide it with a competitive edge in the marketplace, Churchill’s chose Preoday’s mobile and online ordering system. Adopting the company’s white label app and online system, it began offering customers the opportunity to order ahead. Customers could then arrive at the requested time, skipping the queue entirely and picking up their freshly prepared food.
This not only had the desired effect that queue times for drop-in customers shortened, but Churchill’s has also found that its multichannel customers are now worth twice as much as those using a single channel.
Across the brand, mobile and online ordering now account for 19% of sales, and the average order value via Preoday is 83% higher than in-store takeaway purchases. Churchill’s believes that the ease of exploring the digital menu has led to customers placing additional products in their online basket and has encouraged them to break their normal ordering habits.
Churchill’s additionally uses Preoday’s analytics to identify its most valuable customers, understand loyalty and create bespoke targeted promotions and marketing.
Amy Lipscombe, head of brand and marketing at Churchill’s Fish and Chips comments: “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.”
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