Founded in 2015 by Paul Hopper, HOP Vietnamese brings the fresh, vibrant street food of Vietnam to time-poor London professionals.
Keen to step up the quality of their product offering and guest experience, HOP partnered with Vita Mojo to build a unique, robust and digital-led business.
Since partnering with Vita Mojo to introduce a single solution for digital ordering and kitchen management, HOP has gone from strength to strength. The results speak for themselves:
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20% increase in average transaction value
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40% of orders are now customised
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35% reduction in labour costs
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20% increase in throughput during peak hours
HOP originally operated in a ready made, to-go model. Meals were pre-made in the morning and packaged to sit in a multi-deck fridge or hot cabinet for customers to walk in, take off the shelf, pay for and leave.
But customer needs were evolving and requests for customised dishes increased. This was a nightmare for HOP as everything was pre-made.
HOP also had a fragmented tech stack - nothing integrated well with each other. This contributed to long queues over lunchtime rush (putting off customers) which was an essential two hours for maximizing sales.
HOP’s labour costs were also a big pain point as labour costs absorbed c.35% of sales which was preventing the business from achieving its growth goals.
To accommodate challenges, HOP needed to change the layout and efficiency of its operations, so team members were ready to make customised orders.
When looking for a tech solution, HOP needed to have all ordering channels and delivery orders fully integrated into one system.
HOP partnered with Vita Mojo to introduce digital ordering and kitchen management. Having one, completely integrated tech ecosystem has allowed HOP to provide a consistent omnichannel experience without the burden of messy tech integrations.
The business now runs a ‘made to order’ model, with 95% of its transactions coming from Kiosks and 5% from Click and Collect orders.
HOP then designed its restaurants around this new model. Customers are welcomed into the restaurant and immediately presented with an ordering station. After placing their order, guests then flow into a spacious, social and music-filled collection area to wait for their order.
It has a designated Click and Collect area to enable guests who order ahead to collect their order quickly without disrupting the flow of the restaurant. This setup allows HOP to serve a greater number of customers more efficiently.
This new model allowed team members to be redeployed to different areas of the business depending on where they are needed most.
Although taking a digital approach, HOP has been careful to not remove the personal aspect of its customer journey, such as providing vibrant music and having hosts welcome guests.
With a new, fully-customisable and multi-channel menu, HOP has seen:
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20% increase in average transaction value
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40% of orders are now customised
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35% reduction in labour costs
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20% increase in throughput during peak hours
The flexibility of a digital menu has also allowed HOP to instantly amend its menu, trial new sides for upsell and switch on promotions in a bid to drive more sales.
Most importantly, HOP has used digital to elevate the guest experience. Feedback from guests has been incredibly positive. They have the freedom to either speed through the ordering and collection process in just five minutes, or they can spend more time browsing the menu without being rushed.