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1,000 direct orders in the first month Harley's

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How Harley's went from Instagram DMs to 1,000 direct orders in its first month

A butchery and rotisserie on a cobbled passage in Hampstead. Orders used to come in by phone, email and Instagram DM. Harley's went live on its own Slerp site in 48 hours, then took 1,000 direct orders in its first month.

CuisineButchery & rotisserie
WhereHampstead, London
On SlerpWeb orderingBranded appClick and collectDeliveryLoyaltyCRM
The Harley's ordering site on a laptop: the gold wordmark on crimson, menu tabs from Rotisserie to Craft Butchery, the cart

From launch in July 2025

48 hrs to go live From phone, email and DMs to a fully branded ordering site.
1,000 direct orders in the first month Every one through Harley's own site, under Harley's name.
2 in 3 orders from returning customers October 2026, up from 37% a year before.
A Harley's chef in a striped butcher's apron holding a platter of rotisserie chicken and roast potatoes on a marble counter

A butcher's counter on Bakers Passage

Harley's opened in May 2025 on a cobbled passage off Oriel Place, in Hampstead. A butchery and a rotisserie under one roof.

Galician rotisserie chicken, cooked for set time slots. Dry-aged beef prepared by Oliver Harley. Sandwiches, charcuterie, cheese and a deli to take home.

Demand came fast, mostly from Instagram. But orders arrived by phone, email and DM. Hard to track. Slow to handle. Impossible to scale. Harley's wanted its own channel, with its own brand and its own customers, and no marketplace in the middle.

Their site, in Harley's crimson

The gold wordmark. The crimson from their brand guidelines on every button. A customer ordering from Harley's only ever sees Harley's.

Harley's ordering site on a phone: the rotisserie time slots, a choice of delivery or pickup, and a postcode box
1
Delivery or collectionCustomers choose how they get it. The rotisserie slots sit right above.
Harley's app: a rewards banner (£1 is 1 point, 100 points a £10 voucher) and rotisserie pickup slots
2
The whole shopRotisserie, craft butchery, picnics and the deli in one menu. Offers apply themselves in the cart.
Harley's product page for a 45-day dry-aged Jersey rib: a large photo, description, allergens and an add to cart button
3
Every cut shown properlyA big photo, the description and allergens. Then straight to the cart.
Harley's app home: a watercolour of the shopfront, an Order Now button and a loyalty points card

Still Harley's after the order

Customers sign up in Harley's own app and earn points as they go. The relationship and the customer data stay with Harley's.

  • Click & collectOrder ahead, pick up from the shop. Easier on the counter.
  • Pre-ordersSame day or a future day, so demand spreads out.
  • Split time slotsRotisserie is cooked for set slots. Stock matches each one.
  • Weekday deliveryThrough Slerp's courier partners.
  • Loyalty£1 earns a point. 100 points is a £10 voucher.
  • CRMEvery order builds Harley's own customer list, for the next one.

More brands that went direct

A copper pot of lamb curry on a dark green table How Kaani Kaana grew revenue 10× in a yearRead the story Outside a pink Sourdough Sophia shop with arched windows How Sourdough Sophia built a list of 16,000 contacts it ownsRead the story Pints and pizza on a table at Nell's How Nell's tripled orders for its 22-inch pizzaRead the story

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