Originally operating like an old-school salad bar, Tossed struggled to manage speed and capacity at peak periods. By becoming fully digital in 2016, Tossed was able to take on more orders in a calmer environment while staff could be redeployed to focus on production and customer experience.
Tossed originally operated like an old-school salad bar. Customers would queue up, order from someone behind the counter who would make their meal and then they would proceed to make payment. Tossed struggled to manage speed and capacity during peak periods.
This business model hindered growth. In the Quick Service Restaurant (QSR) space there’s a very narrow trading window where the majority of revenue comes into the business.
As the Tossed team embarked on the digital innovation journey, their main question was ‘how do we get through all these people without making them stand in a big queue? At the same time, can we improve their experience while serving more guests?’
Increasing throughput, ATV, and streamlining the labour model became the key objective. The ambition of having best-in-class tech at all times meant that Tossed was on a mission to provide better service for its guests.
Tossed was looking for a digital ordering solution that would allow for a high level of customisation to the menu so guests could tailor each dish to their taste.
Tossed began working with Vita Mojo in 2020 to improve its digital ordering offering. A consistent branded omnichannel journey across every ordering channel was critical.
Whether customers used Click & Collect, their mobile or Kiosks, it’s important that they see the same recognisable menu and bold branding across all channels.
Vita Mojo’s omnichannel digital ordering platform not only gave Tossed a consistent ordering experience but also created a more efficient way for guests to place and receive orders.
Since going digital, team members have been freed up and redeployed to other areas of the business. Previously Tossed bought a lot of pre-prepped veg for their salads but thanks to the time saved with technology they have been able to in-source production. Ingredients are bought raw and prepped and chopped on site. Fresher food, increased quality, it’s a win-win.
Tossed also introduced a new 'host' role. The host is responsible for greeting customers, offering extra support on kiosks and ensuring delivery orders are collected without disrupting the rest of the in-store flow and massively improving their throughput and customer journey.
Tossed’s digital transformation has meant that it can now take and fulfil a higher volume of orders. All orders - whether from Click & Collect, Kiosks, Point of Sale, or delivery channels all feed straight through to the Kitchen in one single system; creating a calmer and more organised environment for staff to operate in.
Kiosks enable front-of-house staff to focus on food preparation, with increased speed and quality and hosts can provide more meaningful interactions with guests.
Overall, Tossed’s digital transformation to ensure it delivers fresh and healthy made-to-order food has led to:
-
31% increase in average transaction value (ATV) on its Click & Collect channel.
-
21% increase in Kiosk ATV.
-
66% of customer orders customised to suit their preferences.
-
Redeployment of staff members to improve the production process and guest interaction.
