George's Tradition

“It has been so successful, that our shops are selling out the available slots and people are ordering at half-past midnight to make sure they get one for the next day”

The business of the East Midlands favourite fish and chip shop chain is almost back to pre-COVID crisis levels, thanks to an app designed by a Derby company in seven days.

App4’s solution has meant that George’s Tradition is now selling 3,500 meals a day to hungry customers.

And George’s Tradition chairman Andrew Constantinou says it has worked so well it will result in his business being remodelled after the national emergency.

Andrew turned to App4 after his company was overwhelmed by telephone orders after the Government lockdown was announced.

App4, based at Sadler Bridge Studios in Derby, created a bespoke app in less than seven days. It allows customers to order from the full George’s Tradition menu and select and allotted time to pick up their food.

This also enables George’s Tradition to maintain social distancing because a defined number of slots in each 15-minute period.

Ian Chambers, App4’s chief executive and founder said: “We specialise in takeaway apps and our clients include about 100 who run fish and chip shops across the country.

We are delighted to be able to make sure that people are able to eat their traditional fish and chips during these tough times.

In George’s Tradition’s case, we have provided exactly what they wanted in terms of ordering system which makes it easy for their customers and their staff.”

Critically, because they had never had an app before, we worked with them closely to define the specification and, after a couple of very quick modifications, it is working brilliantly.

We can do this because we are not reliant on foreign companies for software – we make all the changes here in Derby with a team which understands exactly what the client wants and needs.

We are pleased to help companies stick within government guidelines which state that where possible food orders should be placed by telephone, app or online and a designated time should be organised for collection.

George’s Tradition has ten branches in Allestree, Chellaston, Long Eaton, Ilkeston, Belper, Loughborough, Chilwell, West Bridgford, Leek and Woodlinkin, near Codnor.

Andrew said: “The app has re-established our business very quickly.

I was aware of the Just Eat and Deliveroo models but we did not want to go through a third party and lose control of delivery to our customers.

With this app, we know exactly where the customer is, we earmark a time for them and call out people’s names when their food is ready, making sure we socially distance.

It has been so successful, that our shops are selling out the available slots and people are ordering at half-past midnight to make sure they get one for the next day.

App4’s team were excellent. They were really on board with what we needed and they were adaptable, so we knew we could change quickly.

Without question, the app will be kept on after the crisis and will play a part in us remodelling our business.”

Andrew – George’s Tradition

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