News
Little Chef teams up with ProCo for revamped online ordering system
Little Chef has implemented a more "responsive and flexible" print procurement strategy as part of a brand overhaul taking in its network of 180 restaurants.
The nationwide chain is implementing an online ordering system from digital print specialist ProCo to give individual store managers direct access to menus, point-of-sale promotions and outdoor banners.
Sheffield-based ProCo will also manage warehousing and distribution.
Little Chef marketing manager Claire Wormley said: "We have found that the hands-on approach provided by ProCo, along with its integrated ordering systems, is in invaluable.
"ProCo's ongoing investments in digital technology give us 100% confidence of its ability to deliver," she added.
Sales director Jon Bailey said: "It's great to be involved at the beginning of this period of brand strengthening, and to be facilitating the company's move towards a fully responsive and flexible approach to sourcing print."
Little Chef, which relocated its head office to Sheffield in 2006, caters for around 20m people a year and is celebrating its 50th anniversary this year.
ProCo's Jon Bailey and Claire Wormley of Little Chef
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Comments
Chris Hopwood - 27 November 2008
Congratulations Jon, another sign of the growing awareness that online business is a clear win/win for both customer and printer.
By providing this type of service, Printers gain a soft lock-in over their customers, so it is surprising that many printers have yet to introduce online offerings.
Perhaps they believe that many customers are unwillilng to use a system that is a 'soft lock-in' to any one supplier. It is true that a growing number of customers are implementing their own systems, in order to avoid doing without a system or learning a new one, should they change printers. Another similar reason is that they already use multiple printers, and don't want to use mutliple systems.
In your case, Little Chef have nevertheless gone ahead with you, which is of course perceptive of them from a different angle - they know you will be kept on your toes, and have to keep extending your offering, because they could always switch to their own system once their experience with yours has helped them to identify desirable enhancements.
Chris Hopwood
MD
www.marketingunity.com
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