Growing local trade

After introducing online ordering with Swift Order, Adrian’s Fish & Chips in Yeovil has attracted new customers, increased average spend and encouraged repeat business

When Caroline Enticknap took over Adrian’s Fish & Chips 18 months ago, it marked a long-held ambition. Having previously managed a business with multiple mobile fish and chip units, owning her own had always been the dream. So when the shop became available –coincidentally sharing her husband’s name – it felt like the right opportunity at exactly the right time.

Located in a busy shopping parade surrounded by residential housing, the business had a loyal base of regular customers. However, like many independent food outlets, growth was initially limited to footfall and word of mouth. That changed when Caroline introduced online ordering through Swift Order.

Before adopting the platform, Adrian’s had no online ordering system. “It was completely new to me,” Caroline explains. “But so many people search online now, I thought, why not give it a go?”

Now, around 50% of orders come through Swift Order, with the other half still made up of walk-ins. Despite only operating three days a week – Thursday to Saturday – the shop consistently attracts new customers.“I get a report every week from Swift Order and there is a minimum of four new customers each time. That’s trade we weren’t getting before.”

The system is used for click and collect only with time slots set at five orders every 15 minutes to keep operations smooth during peak periods. Ease of use has been key for Caroline, who admits she’s not particularly tech-savvy. “It’s so simple to manage,” she says. “I can add or remove products, or hide items if we run out. And if I need help, Kate and Rich at Swift Order are always there.”

One of the most popular features has been Swift Order’s loyalty programme, which they have customised to offer a free order after 10 stamps, based on the average last ten orders. The minimum spend to earn a stamp they have set is £15 and result is a noticeable increase in average order value. “If someone’s at £13, they’ll often add something extra to reach £15,” Caroline explains. “And when they redeem rewards, they usually spend beyond the free amount as well.”

The programme has also strengthened repeat business. Caroline recalls one regular customer who completed multiple loyalty cards and even returned the day after redeeming a reward, adding: “It definitely acts as an incentive for people to come back to us.

Marketing the service has been straightforward, using Facebook, Google, in-store posters and QR codes to drive take up. The visibility of online ordering has also helped attract customers from outside the immediate area, people who may not have discovered Adrian’s otherwise. For Caroline, the impact has been obvious, adding: “I wouldn’t be without Swift Order now. It’s been so good for business.”

Swift Order 0117 325 9310 www.swiftorder.co.uk