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How La Maritxu grew cheesecake sales 8× in six months

Basque cheesecake, baked in London by three sisters. La Maritxu moved delivery, collection and pre-orders onto its own Slerp site. Within six months, sales were up 8×.

CuisineBasque cheesecake
WhereLondon
On SlerpWeb orderingBranded appLoyaltyClick and collectDeliveryCRM
The La Maritxu ordering site on a laptop: the Coal Drops Yard store, flavour tabs, cheesecakes and the cart

Since La Maritxu moved its ordering to Slerp

7× daily cheesecake orders Far more cakes going out every day. Pre-orders included.
8× sales, within six months The growth came in the first half year on Slerp.
5× repeat orders Customers come back for the next cake, and order it direct.
One of the La Maritxu founders holding a Basque cheesecake on a wooden board

Three sisters and a burnt Basque cheesecake

La Maritxu was founded by three sisters. Maria, Almudena and Lucia. They bake the San Sebastián-style cheesecake: no crust, a burnt caramelised top, a creamy centre.

Classic, tiramisu and pistachio, whole or mini. Collected from their shops, from Soho to Greenwich, or delivered to the door.

Then online orders took off. Daily orders went from 6 to over 30. Managing them by hand led to mistakes, and pre-orders piled up. They needed one place to run delivery, collection and pre-orders.

Their own app, their own stamps

The spoon logo in the header. Their own photos of every cake. A stamp card on the home screen. A customer ordering from La Maritxu only ever sees La Maritxu.

La Maritxu's app home: a burnt Basque cheesecake, an Order now button and the loyalty stamp card
1
Stamps on the home screenTheir own app opens on the cheesecake and the stamp card. The next reward is 50% off a cheesecake.
La Maritxu's app ordering for Table 1: a loyalty sign-up prompt and pistachio Basque cheesecakes
2
Ordering at the tableAt Cambridge Heath, guests order for their table from the same app, and earn a stamp when they sign in.
La Maritxu's Medium Classic Basque Cheesecake in their app, two cakes in branded boxes, at £15
3
Every cake described properlyHow many it serves, how to store it and how long it keeps. Then add to cart.
La Maritxu's order options: delivery or collection, and a scheduled collection from Coal Drops Yard

Pre-orders, booked by the slot

Customers choose the day and a 15‑minute slot themselves, for collection or delivery. Every order is a La Maritxu order. Nobody gets pushed to a marketplace.

  • Scheduled ordersA day and a time slot, chosen before the customer orders.
  • Delivery and collectionCustomers switch between the two in one tap.
  • Event delivery to the M25A separate service for events, beyond the standard 4-mile radius.
  • Loyalty stampsA stamp for every full cake, towards discounts and free cheesecakes.
  • Every shop in one storeCustomers find theirs by postcode or shop name.
  • CRM built inCustomers, orders and loyalty in the same platform.
We faced challenges managing high pre-order volumes and weren’t prepared for such rapid growth. To fix this, we partnered with Slerp to implement an efficient online ordering solution that could handle the increased demand.
Lucia Fisher, founderLa Maritxu, London

More brands that went direct

How Sourdough Sophia built a list of 16,000 contacts it ownsRead the story How B Bagel grew online orders 31% by taking platters off emailRead the story Chef lifting a tray of rotisserie chickens at Harley's How Harley's went from Instagram DMs to 1,500 direct orders in 30 daysRead the story

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8× the sales in six months.
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