Royal Sandwich

The starting point

The whole town wanted to eat at twelve

Royal Sandwich lives off lunch. The pressure falls in the same half hour every day, and in that half hour they had to make the food, serve the counter and answer the phone.

An order that came in over the phone in the middle of the queue cost twice over: it took time from the people standing waiting, and it was often written down wrong.

What we built

A short menu, set up for add-ons

Only 32 dishes in 5 categories, but with sizes and add-ons where it makes sense. That is what lifts the order value.

The guest picks a pickup time when ordering, so the orders spread out across lunch instead of hitting the counter all at once.

The system they run today

Pickup with time slots

No delivery. Everything is pickup, and almost everything is paid online. Only two orders have been paid in cash since they opened.

The kitchen sees the order as soon as it is paid, with the pickup time written on the card.

Why the orders grew

More than tripled in three months

From 43 orders in the first month to 152 a month now. Half the orders come from guests who have ordered before. At a lunch spot it is the same people every week.

Upselling runs at just under 16% on top of the base item. It is not discounts driving it; it is guests choosing the larger version or adding something themselves.

Marketing

An automatic 10% new-customer discount ran from July. Six guests used it before it was switched off again. No SMS sends and no social posts have run from here.

By comparison, the same discount ran for seven weeks at Havanna Pizza and brought them 310 new guests, who ordered DKK 78,726 on their first order. The difference is that it was left running.