Challenge

Launch GetSwift’s platform across 200+ restaurants and turn driver and customer data into results

In 2015, the Australian fast-food company Red Rooster embarked on a new journey: The chain, which had only been drive-thru and dine-in, began doing home delivery. But by 2017, they noticed some major shortcomings of their home-grown system: although the team could dispatch orders to drivers, and could see what customers were ordering, that’s about the only visibility they had. They had no visibility of driver location, they couldn’t measure driver performance, had no easy way of aggregating KPIs like delivery times, and no meaningful customer data to measure results. In other words, they were flying blind. 

So, Red Rooster decided to transform its delivery management platform by hiring GetSwift. It would be a major challenge to implement a smart logistics platform across its 200+ franchises, not all of which were equally accustomed to managing home delivery, but GetSwift offered support every step of the way. “They were very good at taking suggestions on board,” said Shannon Toms, Red Rooster’s National Operations and Delivery Manager. Plus, “The GetSwift interface is easy to use so that made the implementation simpler,” Toms said.

Solution

An automated, hands-off delivery system with full tracking and reporting

Red Rooster needed to reduce the time it took to dispatch orders, slash overall delivery times, and increase driver accountability. GetSwift offered a step-by-step plan and it revolved around implementing full visibility and tracking and lots of customer data reporting.

The solutions with the biggest impact included Geofencing, which meant Red Rooster’s drivers no longer had to remember to tap their phones to tell the platform where they were. It all became hands-off, saving time and providing more accurate locational data. 

GetSwift provided Real-Time Customer Feedback via automated SMS surveys, allowing Rooster to collect 2,000 pieces of customer feedback every week. They also helped Optimize Routes not only with GetSwift’s routing algorithm but also by consolidating each store’s delivery zones to reduce trip distances and increase delivery speed. Finally, GetSwift provided Centralized Data Reporting on metrics like time-to-dispatch, average delivery times, deliveries that took too long, and more. 

Armed with all this data, Red Rooster could start identifying any chokepoints and home in on how to improve. It wouldn’t take long to see results.

Results

Speed, Efficiency & Growth 

From Summer 2017 to Summer 2018, every month, Red Rooster’s KPIs improved. Here are some of the final numbers: Average delivery time decreased from more than 45 minutes to just above 25 minutes. The percentage of orders delivered in under 30 minutes increased from about 50% to 70%. Distance traveled per-order fell from 5 ½ kilometers to just over 3 ½ kilometers, a testament to consolidating delivery zones and more efficient routing. 

Not only have the delivery KPIs improved, but so has order size and frequency, the number of repeat customers, and, of course, revenue.

“When you do get five minutes faster, we see more customers coming back more often,” Toms said. “Delivery is definitely the growth engine over the past three to four years,” he said.

Most importantly, the overall business has grown rapidly. Red Rooster now has more than 300+ restaurants and, outside of pizza, is the #1 home delivery fast-food company in Australia.