Basilico Case Study
How Basilico took back control of their direct online channel
Basilico are a premium pizza delivery business. They started nearly 25 years ago with the core purpose of bringing proper Italian wood fired pizza to the UK. They are a franchise with 11 different franchisees operating all across central London.
Their menu is made up of the absolute classics all using proper Italian ingredients. As the world has evolved, they have too, offering vegan and gluten free options so that everyone can enjoy their delicious pizza.
Basilico, a well-established takeaway brand with a strong delivery history, faced challenges adapting to the evolving market landscape. As marketplaces gained prominence, Basilico experienced several setbacks, including:
The financial impact of marketplace fees was significant, prompting a need for a more cost-effective solution.
Reliance on third-party marketplaces hindered their ability to gain in-depth consumer understanding and control over their sales channels.
To grow their business, Basilico needed a robust direct-to-consumer (D2C) solution that integrated seamlessly with their existing delivery infrastructure.
Basilico partnered with Slerp in early 2022 to build and enhance their D2C offering. Key aspects of the solution included:
Slerp’s “best in class” platform enabled Basilico to sell directly online, leveraging their own delivery fleet while maintaining operational efficiency.
The solution allowed Basilico to create tailored delivery radiuses for their 11 stores and offer both on-demand and same-day delivery options.
Detailed reports and analytics provided Basilico with valuable insights into order patterns and delivery performance.
Slerp’s support team was available 7 days a week, ensuring any issues were promptly addressed.
The partnership with Slerp resulted in substantial growth and operational improvements for Basilico:
Since launching their D2C online ordering, Basilico has seen a steady increase in sales, integrating D2C into their core operations.
While continuing to use marketplaces to attract new customers, Basilico has embedded D2C ordering as a fundamental part of their business strategy.
With the ability to manage their own delivery fleet and tailor delivery options, Basilico is well-positioned for future expansion and marketing activities.
Paul Adams, Managing Director at Basilico, reflects on the impact of partnering with Slerp:
“Partnering with Slerp is part of a conscious fight back by us to bring more and more sales back in-house. It’s about gaining back control, future-proofing our business, and building a direct relationship with our customers.”
Basilico’s successful integration of Slerp’s solutions highlights the power of direct-to-consumer strategies in regaining control over sales channels, enhancing customer relationships, and driving sustained growth.
