Case Study - Award Winning Atlantic Fast Food

After 30 years operating busy Fish & Chip shops in Glasgow city centre, open 24 hours a day and relying on 95% passing trade, Raphael Fionda knew what he wanted - shorter hours and higher turnover. Raphael, and his son Giovanni, believed that to achieve this it was essential to add home delivery to their business and, after 18 months of planning, they opened the award winning Atlantic Fast Food in Coatbridge. They also knew that they would need an EPoS system to control their home delivery service - they chose inTouch from Integer, a company with 20 years experience of supplying EPoS systems to over 4000 outlets in the UK and Ireland.

Yes, We Deliver

When they first opened, Atlantic Fast Food installed a single screen inTouch system for their delivery business only.

“Within 3 weeks of opening and installing the inTouch system, we went from 10 to 30 deliveries on a Saturday night with no marketing – just because of the system” says Giovanni Fionda. Here are some of the reasons why;

Caller recognition – customer details appear instantly on screen alongside the shop menu when the phone rings

Postcode look-up - new customers are added quickly and accurately

Fast touch screen ordering with (optional) selling prompts

Meal deals and offers are calculated automatically

Delivery charges are calculated automatically

“The system eliminates human error at the counter”, says Giovanni. “The caller recognition saves so much time for us and for our customers. Order taking is even faster - that allows us to serve more customers. We are so much more efficient.”

After a customer has placed an order for delivery and the food has been prepared and is ready to go, you simply touch the screen to tell the system which driver is taking the order. You can at this point display a map to help the driver. Payment can be taken from drivers after one order, a few orders or at the end of the night.

Many Take-away operators would like to add home delivery to their business but worry that it may be hard to manage. Atlantic Fast Food have never looked back. Two months after opening, they added a second screen to their inTouch system to handle the increase in their delivery business.

3 Businesses in 1

Six months after opening, Atlantic Fast Food added three Flexpos All-in-One touch screen terminals to the system – one of them on the counter and dedicated to takeaway and collection.

“The inTouch system allows me to run three businesses in one – Takeaway, Delivery and Collection” points out Giovanni. “Everything is co-ordinated. Delivery is now 40% of the business and growing. Collection orders are increasing too – but not at the expense of my takeaway business. Collection orders are bagged and waiting at the front when customers arrive - staff just need to touch a button on screen. It means we can have a separate and fast moving collection queue. The whole process is much smoother – for us and for our customers.”

What to Fry and When to Fry

The other two Flexpos touch screen terminals are wall mounted in the food preparation area. One displays pizzas, baked potatoes etc. to be made as they are ordered; the other displays special orders for frying. “It literally shows me what to make and when” says Giovanni. “I don’t worry about staff forgetting to tell me about special items anymore. The first Friday night that I worked with these screens, I thought that business had been rubbish – in fact it was our busiest Friday ever. The screens took so much pressure away that I just didn’t notice.”

65% Return on Marketing

inTouch is not just intended for order-taking, kitchen efficiency and driver management – it is an invaluable tool for customer relationship management.

Every time that a new customer is added to the system or a customer orders again, the customer database is updated. Effective local marketing is vital and with inTouch, you can market your business to your customers by mail, by e-mail, even by text messages. Giovanni agrees; “The system makes it easy for us to send special offers and coupons to our customers. I monitor the results and we have had a 65% return on mailing – that’s unheard of in direct marketing.”

Atlantic Fast Food, as well as their kind words above, have provided the best practical endorsement of Integer’s inTouch system – they upgraded from a one screen system to a five screen system in the space of six months! “We couldn’t cope with the turnover that we now have without the inTouch system.”

www.atlanticfastfood.co.uk

Integer
167-169 Heywood Road, Prestwich, Manchester, M25 1LB

Telephone: 0870 162 0766 Facsimile: 0161-773 3151 e-mail: office@integeruk.com web: integeruk.com 89 Main Street, Winchburgh, West Lothian, EH52 6RA Telephone: 0870 162 0666 Facsimile: 01506 891156 e-mail: jim@integeruk.com