The Oyster Shell in Bath has switched to online ordering platform SwiftOrder – a decision that has boosted online sales by 15% and streamlined service at the busy takeaway
The Oyster Shell, a sister shop to the popular Scallop Shell restaurant in Bath, is run by Sophie and Dan Meredith. They have been offering online ordering for local delivery and click-and-collect for four years but recently moved to SwiftOrder. The motivation to change platforms wasn’t dissatisfaction but finding a better fit.
“We liked the personal touch SwiftOrder offered,” Sophie explains. “They’re a husband-and-wife team, just like us, so they understand the dynamics of running a business like ours. That human connection was missing with our previous provider. Plus, SwiftOrder’s support is UK-based, which makes a huge difference. If something goes wrong, they’re just a phone call away, and we can sort things out straight away.”
Since switching, The Oyster Shell has seen a 15% increase in sales, which the pair attributes to their older clientele’s confidence in ordering online.
“About 60% of our customers are middle-aged or older,” says Dan. “With everything move online, some of them have struggled with that. But with SwiftOrder, customers don’t have to create accounts or remember passwords – they just need an e-mail and phone number to order.”
For this age group, data privacy is a big concern too, says Dan. “SwiftOrder doesn’t share customer details or send out unnecessary e-mails, which has definitely encouraged more customers to order online.”
On the business side, the app’s customisable features have been welcomed by the team. “The menu controls are much more flexible,” Dan explains. “We can tailor sections to match what we need. For instance, if a customer orders a meal, they can easily add extras like large chips or mushy peas from drop-down menus.”
This flexibility has helped drive up average spend while also allowing The Oyster Shell to highlight seasonal offerings, like festive deep-fried pigs in blankets or summer specials like sardines.
“With SwiftOrder, we can feature these items prominently on the menu,” Sophie says. “It encourages customers to try something different instead of just sticking to the classics like cod and haddock.”
Moving more customers online improves the takeaway’s workflow especially on busy Friday nights when 80% of orders are placed online. Dan explains: “We love interacting with customers in-store, but the efficiency of online ordering streamlines everything. It frees up staff to focus on the food operations side of the business rather than taking orders. When you have the sheer volume of orders that we do, you need that extra person to deal with them.”
Updating the menu has also become a breeze. “If we run out of something during service, it takes just one click to remove it from the menu, whereas before it took a lot longer,” Sophie adds.
Working with The Oyster Shell, SwiftOrder has made regular updates to the app based on Sophie and Dan’s feedback, enabling it to grow as they grow. “The web app is significantly different now to how it was when we signed up to SwiftOrder,” says Dan. “It’s not a one-size-fits- all service, they have created a system that truly works for us.”
SwiftOrder 0117 325 9310 www.swiftorder.co.uk
