inhouse as it expands the service further into Western Australia.
The fast food chain began a trial delivery partnership with online takeaway and food delivery website, Menulog, in July 2014.
The trial began at the Baulkham Hills Red Rooster in Sydney and has since been rolled out to five stores in NSW, and two in WA.
Anna Jones, national marketing manager at Red Rooster, told Inside Retail PREMIUM the new app will include a loyalty program and integrate delivery and online ordering into Red Rooster’s inhouse system.
“It’s a really exciting project and one that we went into a little bit timidly thinking what the consumer demand was going to be for Red Rooster home delivery. We found that it’s actually pretty phenomenal and we’re filling a gap in the market,” said Jones.
In the past year, Red Rooster has emphasised its focus on healthy menu innovation and customer experience.
This week, two custom made Sumo Salads have been introduced to the a la carte menu of more than 350 Red Rooster restaurants nationally.
The chain has removed all artificial colours, flavours, and added MSG from the kitchen made menu, giving customers the option to swap chips for salad, and is expanding the Pulled Roast Chicken range across breadlines, including the introduction of the Salad Roast Chicken Roll.
“If you want a healthy, wholesome, nourishing, classic roast chicken meal, you can’t currently get that home delivered, so being able to do that and give consumers that option is something that we’re really excited about,” said Jones.
Red Rooster will eventually roll home delivery out nationally, but says there is a lot of work to do before that.
“It’s a big shift for us and our business thinking because it’s quite a different model than what we’ve been doing, so we want to make sure that we get it right before we expand too heavily. Being able to talk directly to the customers will be absolutely pivotal in the growth of things.”
This story first appeared in Inside Retail PREMIUM issue 2039. To subscribe, click here.
