Vital Ingredient is a UK business with 20 stores located across London. The company are a chain that offer made to order salad and soup bars for the guests to enjoy. Vital Ingredient has experienced rapid growth and each of their 20 venues serve long queues of customers each morning and lunchtime.
Before March 2017, Vital Ingredients ran their own purpose built ordering platform. This service offered by the company was popular with customers. The decision was taken that this ordering platform could be developed, leading the chain to launch their own complimentary mobile app and ordering service.
Ordering services such as Deliveroo are becoming more and more popular, especially with busy city workers who are more digitally minded. It seemed essential to Vital Ingredients that their business offered an online ordering platform. However, as well as catering to the digital-savvy and hurried business worker, Vital Ingredients couldn’t forget one of their main brand points, that customers are able to see the food made from scratch in front of them. In order to cater to both markets, Vital looked for a way to make customers feel welcome online and in store.
In March Vital Ingredients launched a multi-layered platform, that can be managed as a single platform, while also allowing the option to collect, viewing and spending loyalty points earned. The new platform also offers nutritional information for each dish as well as the menus. Since the new platform was launched, the company has seen more online orders. With the new platform being such a success, Vital Ingredients are planning on expanding it further. The company are looking into ways that they could expand the available online ordering service so that it includes delivery into the corporate environment. The preorder and pre-pay option offered through the mobile platform is a great perk for attracting more customers who would be put off by long queues. The company used the Preoday system for their new app and mobile ordering service in order to deliver an ordering platform that is fluidly integrated into the App and EPOS system also used by the business.