Wimpy aligns kitchens to home delivery sales expansion

Casual dining chain Wimpy has entered the home delivery market after a series of successful trials saw an average increase in sales of at least 20% per restaurant.

Some 40% of Wimpy restaurants now offer the home delivery service and by Christmas the figure is expected be at least half of the estate.

The brand has been working with Uber Eats and Just Eat and recently signed an agreement with Deliveroo, which has expanded the service further.

Operations manager, Simon Noble, says: “We have been delighted with the uptake of the home delivery service, which is helping introduce Wimpy to a new, younger audience and makes it easy for existing customers to enjoy our fabulous food from the comfort of their own homes.

“Our franchisees are thrilled, those enjoying the most success say it is like having a virtual restaurant or an eighth day of the week, which is why we plan to offer home delivery through as many of our restaurants as possible.”

There are currently 74 Wimpys across England, Scotland and Wales, ranging from Barnstaple in Devon, to Kilmarnock in Scotland and Porthcawl in Wales.

Mr Noble said the biggest challenge has been matching availability of home delivery platforms with Wimpy locations.

Initial trials in selected areas began in late 2017 and these have been extended as home delivery networks have grown. Future Wimpy plans include continuing to increase the number of Wimpys that can offer home delivery.

Franchisee Berkant Okatan, who runs Wimpy Upminster with his business partner Erhan Battal, started offering home delivery with Uber Eats in June and says the new service is already proving a big hit with customers.

“The initial response has been very positive and we are constantly building up the number of orders. It makes me very proud to open the Uber app and see Wimpy Upminster on there, it’s a great way to get our name out to a wider audience and we can see we’re gaining new customers all the time.

“Home delivery has definitely been a very good addition to our offering and it’s certainly helping to increase our restaurant sales, which is excellent.”

The home delivery service offers a slightly-reduced menu but all the traditional favourites are there, including Wimpy’s Original Quarterpounder Cheese.

In line with Wimpy’s move towards increased sustainability, the food is delivered in recyclable cardboard packaging.

Wimpy boss says UK refurbishment programme will take time

 

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