The problem
Dairy King sells burgers, chicken tenders, fries, milkshakes and desserts from two branches, on Green Lane and in Sutton Coldfield. They had no app, no click and collect and no system for staff to manage orders.
Their previous website showed the menu as a single picture, listed one branch, and some of its ordering links were never connected. It looked nothing like the standard of the food.
They needed to look and sell like a national chain: a menu shown as well as the food deserves, an easy way to find the nearest branch, and ordering that works.
What we built
We designed and built a new website, a new app and the systems behind them, every page and screen from a blank page. The website, the app and the staff dashboard share one set of data, so a change to the menu is made once and shows everywhere.
The website sets out the whole menu by category, with a page for every item and a separate allergens page. A branch finder searches by postcode and links to directions and ordering. Ordering for collection opens the app, and for delivery each branch links to the delivery services it uses, such as Uber Eats, Just Eat and Deliveroo.
Dairy King wanted ordering in the app only, so the website takes no orders itself. It takes franchise enquiries and customer feedback through its own forms, and carries its own legal and accessibility pages. Every address from the old website is mapped to its new page, so existing links and search results will land in the right place.
Click and collect is built into the app, which is ready for the App Store and Google Play under Dairy King’s own developer accounts, with the store listings prepared by us. Staff work from their own dashboard, which runs in a web browser. Each branch has a live order board that updates by itself, with scheduled orders and order history alongside. From the controls, staff can pause online ordering when the kitchen is overwhelmed, or add 10 to 60 minutes to collection times when it is busy. They can also mark a dish sold out for the day, which takes it off online ordering until the next day.
We also built a gift card system and a rewards scheme where customers earn chicken tenders, both of which staff can scan at the counter from the same dashboard.
The outcome
The new website and app give Dairy King the standard of the biggest names in fast food. The whole menu, both branches and ordering sit in one place, and everything works as well on a phone as on a laptop.
Once they launch, customers will see every item and its allergens, find their nearest branch and choose how they order, and staff will run click and collect at each branch from one place. The website and app are being released soon.