Case Study: New World Trading Company
How Orderbee Order and Pay still represents big money for New World Trading Co
- New World Trading Company (NWTC) has been named one of the fastest growing businesses in the UK by the Sunday Times Fast Track 100 companies.
- Its instinct for adventure drives everything the NWTC team does and leads to curious and unconventional places, with 26 sites in its award-winning portfolio that includes: The Botanist, The Oast House, The Club House, The Canal House, The Smugglers Cove, The Trading House and The Florist.
NWTC expeditions have led to discoveries of world-famous beers and ales, curious cocktails handcrafted by BAR-tists, classic and contemporary cuisine and vibrant live music played every evening in each of its sites.
But, as Jon Townsend, strategic planning manager of NWTC, explained, the business had to make rapid adjustments post-pandemic and Orderbee provided its response to the need for order and pay technology.
At your (table) service
The welcome lifting of restrictions after the first COVID-19 lockdown was tempered by the requirement for hospitality venues in England to provide table service and the prevention of standing or ordering at the bar.
With social distancing in place, staff returning from furlough and limits placed on how many people could meet in a group, the short notice for reopening put many venues under pressure to adapt quickly enough to trade. Adoption of technology was an obvious response but getting the right solution that would have long-term benefits was crucial.
Jon Townsend, strategic planning manager at NWTC said “When venues reopened it was a combination of mobile order and pay, and table service. With the best will in the world, we could not offer table service across all our businesses. Some sites had up to 200 people outside; obviously, a site that big is tricky for table service, so Orderbee mobile order and pay was a real lifeline.”
Continuous evolution
Integral to the Orderbee solution is the QR code that has been around for years but really came into its own during COVID-19, when people became accustomed to scanning the NHS QR codes before entering venues.
Across its customer base, the Orderbee order at table functionality has been driving greater average sales of 10%-15% versus orders taken from a waiter. This increase is driven by successfully pushing extra items such as fries and onion rings, or the suggestion of a cocktail which can entice the customer into adding it to their order.
Post pandemic, Orderbee continues to give NWTC venues the flexibility for their customers to use mobile ordering at particularly busy times. Townsend cites two locations where the summer seasonal uplift in sales is likely to result in taking up to 50% of transactions via mobile from diners and drinkers outside, while inside it will be predominantly table service.
Over the past two years, mobile order and pay solutions have become more sophisticated but when the pandemic hit, they were purely practical – made to look good and ensure that it worked with the point of sale. Things have moved on and businesses are demanding improved functionality and potentially linking mobile ordering and payments to loyalty programmes.
The Orderbee solution has been developed and now includes a tab function that enables items to be added throughout the course of the meal before payment is made at the end of the visit. Whilst the technology could not do this previously, it now works with tills to offer tabs which will appeal to large groups and present a wider customer base.
Order and Pay still represents big money
An average of around 70% of transactions were going through NWTC customers’ mobile devices during the restricted lockdown periods and at the company’s Manchester site it reached as much as 90%. This has now fallen to 10%-15% across the business as restrictions no longer apply. However, Jon adds: “It’s still a big number for us. In cash terms, it still represents big money.
Order and Pay still represent 10%-15% of sales across the business. It’s still a big number for us, in cash terms, it still represents big money.
New World Trading recognise the positive impact benefits of Order and Pay technology not only for their business but for their customers:
- Orderbee integrates into Yumpingo review devices and seeing a really good uptake, Pay Only transactions now matching Order & Pay transactions
- Key feature is EPoS integration providing live menu and stock availability, so both the venue and guests can trust that the order they placed will be available, encouraging further ordering at guests’ ease.
- NW has huge outdoor seating arrangements which is why Order and Pay is a key option for customers to order quickly and efficiently in what we expect to be a busy warm summer!
Our thanks to The Caterer magazine for giving us permission to use excerpts from Glynn Davis’ feature originally published on 25th March 2022.
