Detroit Pizza Case Study

Detroit Pizza

In 2020, when London – a global food capital – locked down, Detroit Pizza London came to life. The concept was born out of necessity. During this time of uncertainty and confusion, we had a nostalgic feeling, a yearning for home… And that’s how Detroit Pizza London started.

When they first opened, Detroit Pizza was trading out of a literal hole-in-the-wall in a Network Rail graveyard in Battersea. Customers picked up their orders through a dark sketchy alleyway, but still, after a few weeks, queues started to form. People were coming for their fix of the most unique pizza in town.

Challenges

• Scaling direct-to-consumer sales to meet rising demand without sacrificing quality
• Maintaining consistent service quality while expanding operations
• Enhancing delivery efficiency for large catered pre-orders
• Integrating a comprehensive online ordering tech stack for loyalty programs and CRM systems
• Preserving brand identity in a competitive marketplace

Solutions

• Scaling direct-to-consumer sales to meet rising demand without sacrificing quality through Slerp’s all-in-one online ordering platform, enabling efficient order management
• Maintaining consistent service quality while expanding operations by utilizing customer and transactional data for informed decision-making
• Enhancing delivery efficiency for large catered pre-orders by integrating streamlined processes within Slerp’s platform
• Integrating a comprehensive online ordering tech stack for loyalty programs and CRM systems to improve customer engagement and retention
• Preserving brand identity in a competitive marketplace with their own branded web ordering solution, ensuring a unique customer experience

Results

The partnership led to substantial growth and improvements for Detroit Pizza, resulting in significant achievements through targeted strategies. By implementing a user-friendly online ordering platform, Detroit Pizza efficiently managed and scaled their direct-to-consumer sales, attracting more customers and increasing order volume.

The introduction of a comprehensive loyalty program fostered customer loyalty and engagement, leading to a remarkable rise in repeat orders. Additionally, improved operational efficiency enabled the successful expansion to a new location in Islington, further solidifying their market presence. Overall, these efforts contributed to a remarkable revenue increase, reflecting the success of their initiatives.

• 5x growth in online ordering
• 4x more repeat orders with the loyalty program
• Brand new Islington location
• 60% increase in revenue