Case study
Direct ordering & loyalty
Direct online ordering and loyalty for a growing restaurant group.
- Sector
- Restaurants
- Service
- Shopify
- Timeline
- 11 weeks
- Delivered
- 2025
A multi-site restaurant group serving lunch trade and evening covers across one city.
Outcomes
What changed
This engagement is anonymised at the client's request, so it is described by what the build does rather than by their internal numbers.
- Orders arrive through a channel the group owns, not one taking a third of every ticket.
- Customer records belong to the business, so repeat trade is visible and promotions can be targeted.
- Several kitchens run as a single storefront with location-aware menus and slot availability.
- Loyalty points accrue and redeem at checkout without asking anyone to install an app.
The problem
Every online order arrived through a delivery marketplace taking roughly a third of the ticket, and the group owned none of the customer data that came with it. Repeat customers were invisible, promotions could not be targeted, and margin on delivery was close to nothing.
What we built
A direct ordering storefront on Shopify with per-site menus, collection and delivery slots, and a points-based loyalty scheme. Marketplace orders still come in, but the group now has a channel it owns and a customer list it can actually use.
Approach
How we got there
- 01Modelled every kitchen as one storefront with location-aware menus, prep times, and slot availability.
- 02Built the checkout around the two decisions that matter — which site and when — instead of a generic e-commerce flow.
- 03Wired loyalty points to accrue on every direct order and redeem at checkout without a separate app.
- 04Integrated with the existing kitchen display system so staff learned nothing new.
- 05Ran a table-tent and receipt campaign to move existing marketplace customers to direct.
Built with
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