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How Nell's tripled orders for its 22-inch pizza

New York-style pizza, made in Manchester. Nell's moved delivery and catering onto its own Slerp ordering site. Within five months, orders for its 22-inch pizza had tripled.

CuisineNew York-style pizza
WhereManchester
On SlerpWeb orderingDeliveryCatering
The Nell's ordering site on a laptop: the 22-inch pizza menu with prices, and a Double Down Pepperoni in the cart

The first five months on Slerp

3× orders for the 22-inch pizza Enough to open up corporate events and parties.
20+ hrs saved a month on deliveries Staff time that went back into the rest of the business.
5 months to triple From the switch to three times the big-pizza orders.
Nell's pizzas on a navy table, some on metal trays and some in stacked Nell's delivery boxes

New York slices, made in Manchester

Most pizza in the UK was Neapolitan. Jonny wanted to make something different. Eighteen months of research, trials and trips across the pond followed. So much pizza eating.

The result was Nell's. New York-style slices, ice-cream sandwiches and craft drinks. The pizza is baked longer, at a lower temperature, on organic flour from Shipton Mill. Thin, crisp, charred. And it comes in 14 inches or 22.

Then catering took off. Marketplaces struggled to deliver pizzas that size, and customers noticed. Big orders took hours to manage, with no proper system behind the deliveries.

Their site, in their orange

The Nell's logo in the header. Their own photo on every pizza. Orange on every button. A customer ordering from Nell's only ever sees Nell's.

Nell's ordering site on a phone: 'Big 'za wherever you are', event catering with 24 hours' notice, a postcode search
1
Catering, up frontThe first screen says it: city centre event catering, 24 hours' notice.
Nell's Manchester store page on a phone: a photo of pizzas, delivery with a £100 minimum and the menu tabs
2
The whole menuSnacks, 14-inch and 22-inch pizzas, dips, desserts and drinks. The delivery slot sits at the top.
Nell's 22-inch Double Down Pepperoni on a phone: the toppings, allergens and add to cart at £42
3
Every pizza shown properlyA big photo, the toppings and the allergens, before it goes in the cart.
Nell's delivery details on a phone: an address search and a delivery scheduled for 5:00 to 5:30pm today

The right courier for a 22-inch pizza

Big pizzas and catering orders need the right kind of courier. Slerp assigns one to every order, so staff don't have to arrange it.

  • Courier matched to the orderEach delivery goes to the right type of courier for its size.
  • Scheduled deliveryCustomers pick a day and a half-hour slot.
  • Catering with noticeEvent orders need 24 hours' notice, set on the site.
  • Minimum orderA £100 delivery minimum, shown before anyone starts.
  • Allergens on every pizzaListed on each dish before it goes in the cart.
  • Top picks in the cartSuggestions under the cart, and a box for discount codes.
Implementing Slerp has been a game-changer, especially for handling our massive 22-inch pizzas for our customers and for large catering orders.
Maia Rose McConnellNell's Pizza, Manchester

More brands that went direct

The neon-lit Poor Boys dining room How Poor Boys got half its orders through its own app in month oneRead the story A catering box of filled bagels How B Bagel grew online orders 31% by taking platters off emailRead the story One of the La Maritxu founders holding a Basque cheesecake How La Maritxu grew cheesecake sales 8× in six monthsRead the story

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Three times the big orders.
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