Basilico Case Study

Basilico

Basilico are a premium pizza delivery business. They started nearly 25 years ago with the core purpose of bringing proper Italian wood fired pizza to the UK. They are a franchise with 11 different franchisees operating all across central London.

Their menu is made up of the absolute classics all using proper Italian ingredients. As the world has evolved, they have too, offering vegan and gluten free options so that everyone can enjoy their delicious pizza.

Challenge

• High marketplace commissions created a financial strain, driving the need for a cost-effective solution
• Limited customer insights due to reliance on third-party marketplaces restricted control over transactional and customer data.
• Required a robust D2C solution to integrate with their existing delivery infrastructure and drive business growth

Solution

• Integrated online ordering system enabled direct online sales, using Basilico’s own delivery fleet with operational efficiency
• Custom delivery options allowed tailored delivery radiuses for 11 stores and offered on-demand and same-day delivery
• Comprehensive reporting provided insights into order patterns and delivery performance
• Ongoing support available 7 days a week to address any issues promptly

Results

The partnership with Slerp led to significant growth and operational improvements for Basilico. They experienced five times more repeat orders through the Slerp loyalty program, demonstrating the successful integration of D2C into their core operations. Additionally, they gained 100% access to transactional and customer data, enhancing their marketing strategies across their 11 locations.

While continuing to use marketplaces to attract new customers, Basilico has made D2C ordering a fundamental part of their business strategy. Their enhanced delivery capabilities allow them to manage their own delivery fleet and tailor options, positioning them well for future expansion and marketing efforts.

• 5X repeat orders with Slerp loyalty
• 100% access to transactional and customer data
• Operations across 11 locations