Recognising digital as the catalyst to helping LEON meet its customers where and how they want, the brand was an early adopter of digital ordering within the Quick Service Restaurant (QSR) space. LEON transformed its restaurant operations to create an omnichannel digital ordering process where it can now maximise its reach and guest journey.
LEON was faced with two key challenges as it embarked on the digital innovation journey:
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Over the past five years, consumers increasingly expect brands to be wherever they are, whenever they want them.
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Rethinking front of house operations - on the back of the pandemic - to keep throughput stable whilst decreasing the reliance on human interaction with guests.
LEON aimed to use technology innovation to unlock revenue and growth, increase throughput and deliver an omnichannel customer experience that the traditional Point of Sale (POS) model could not achieve.
LEON needed to ensure its digital transformation was not only successful from a business-efficiency perspective, but also for retaining a positive customer experience.
To do this, LEON trialled digital ordering across a number of its restaurants to test, learn and optimise before a full site roll-out.
Vita Mojo’s omnichannel digital ordering platform was launched across the trial sites, including Kiosks, Click & Collect and Mobile Order & Pay.
Customers could more efficiently place and receive orders while LEON’s operators were able to update menus seamlessly and be redeployed to other areas of the business (instead of attending the tills at peak hours and updating the menu boards).
This freed up staff to offer friendly service or provide an extra pair of hands in the kitchen.
After seeing the results and efficiencies gained during the trial, LEON rolled out the system across all their stores and introduced their own mobile app following customer feedback.
LEON’s drive towards digital has resulted in incredible adoption by their guests. 95% of orders are now placed digitally and they have even seen a 15% increase in average transaction value across sites. Transaction time has been sped up and they can accept a higher number of orders with ease.
Digital menus and ordering channels have allowed LEON to switch on promotions instantly and make quick - insight-led - decisions based on trends in the market.
If team members don’t turn up to their shift, Kiosks are on hand to take orders while available staff members can be redeployed to where they’re needed most.
Lastly, with an integrated digital ordering platform, omnichannel loyalty and subscriptions have become a reality for LEON, enabling it to offer a more personalised journey for its customers. The programmes have led to a 233% increase in click and collect orders, enabling LEON’s customers to quickly grab their meals on the move.