Case study: MealMap

MealMap
Food service

MealMap is a UK food ordering and delivery platform that positions itself as a lower-cost, but more efficient, alternative to competitors like Deliveroo. Their tech-driven ecosystem connects restaurants with patrons and points-of-sale with kitchens through powerful features such as auto-generated restaurant apps and IoT connectivity.

7-figure turnover
with 77% YoY growth
18 versions released
June 2022 - Present
MealMap

Challenges

Vendor Visibility
Vendor Visibility

Restaurant owners wanted more control over customer relationships and brand loyalty. However, native mobile apps are expensive, slow, and technically complex.

Menu Management
Menu Management

Restaurants needed granular control over menu variables like food categories, order type and dish availability, while customers wanted a fast and accurate selection experience.

Syncing Business Units
Syncing Business Units

Restaurants needed an order printing feature that linked POS, busy kitchens and delivery drivers. It also had to remain reliable on low-spec hardware and unstable Wi-Fi.

Order Management
Order Management

Order handling had to remain fast and error-free during peak times with support for both online and offline payments, while keeping customers informed from checkout to delivery.

Customer Loyalty
Customer Loyalty

Restaurant promotions required granular targeting to increase conversions and repeat orders without sacrificing sustainable margins and operational efficiency.

Delivery Complexities
Delivery Complexities

The delivery system had to combine real-time cost & ETA calculations with variable geography such as congested routes, while also being intuitive, transparent and resilient.

Product Search Accuracy
Product Search Accuracy

The revenue model required fast, accurate, high-volume menu searches with multiple variables: item availability, restaurant schedules, and delivery zones.

Shopping Cart Validity
Shopping Cart Validity

Shopping carts had to be synced with live inventory, pricing and logistics to prevent drop-offs at checkout due to price changes or unavailability.

Our Solutions

Automated white-label app builder

Standalone apps are automatically generated for each restaurant from existing platform data (e.g. menus, pricing, location) and brand collateral.

  • Apps are automatically submitted to Apple App Store and Google Play to expand each restaurant’s digital reach. 
  • Upgrades and updates are automatically rolled out for a low maintenance (restaurants) and secure & stable (customer) experience.
  • Customer accounts are synchronised with the main platform for a low-friction omnichannel experience that boosts engagement and repeat orders.
  • Restaurants can promote their own app and retain more of their revenue by setting lower (or zero) in-app order fees.
Kitchen app performance
Kitchen app performance

We monitored various aspects of the kitchen app’s performance and technical health to minimise friction points and bottlenecks.

Insights:

  • Receipts were not being generated as quickly as expected.
  • Hardware limitations prevented alert sounds from playing until orders were accepted/declined.
  • Handling of network disconnections was improved by upgrading local storage efficiency.
  • We refined the user interface based on engagement, conversion and retention metrics.

The result

Customers flocked to the omnichannel platform almost doubling year-on-year turnover. Retention improved and order churn dropped due to: fast, accurate product selection, seamless order flows, super-reliable service delivery, and the innovative revenue model, which reduced platform fees for users.

Restaurant sign-ups and retention were also grown with affordable, low-maintenance, standalone apps that expanded their digital footprint, while the flexible promotions engine gave them granular control over their marketing budgets.

7-figure turnover, 77% YoY growth

70% premium feature adoption

1,500 peak-time order record

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