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How Sourdough Sophia built a list of 16,000 contacts it owns

A founder-led sourdough bakery in London. Real bread, made of flour, water and salt. This bakery takes its orders online, on its own Slerp app and site, and every one of them feeds a customer list it keeps.

CuisineSourdough bakery
WhereLondon
On SlerpBranded appWeb orderingLoyaltyWallet passCRM
Sourdough Sophia’s ordering site on a laptop: the Bermondsey store, its bread menu and a pickup slot on Friday

From their Slerp CRM

16k+ active contacts in their CRM Segmented by behaviour and tied to real order history.
£8,711 revenue attributed to email Every campaign sends customers to order direct.
28.1% average email open rate Every send has a purpose, a segment and a result they can measure.
A woman in a bright floral dress outside a pink Sourdough Sophia shop with arched windows and shelves of loaves

Real bread, back on the high street

Flour, water and salt. Nothing else. That is the idea behind Sourdough Sophia, a founder-led bakery that has won a loyal community with handmade sourdough.

Rye sourdough, croissants, babka and cruffins, plus sandwiches, sweets and cakes. All sold from pink shopfronts in north London, and online.

As the bakery grew, it wanted a direct line to that community. Its own ordering. Its own customer data. And a CRM that ties every email to revenue.

Their app, in their pink

The hand-drawn logo. The dusty pink of the shops. Their own photos of every loaf. A customer ordering from Sourdough Sophia only ever sees Sourdough Sophia.

Sourdough Sophia's app home: pastries and sandwiches, and a points card towards a free hot drink
1
Rewards on the first screenPoints and the next reward sit on the home screen. Sign in and every order counts.
Sourdough Sophia's app menu for Crouch End: a delivery slot and the bread list, from rye sourdough to croissants
2
Bread, pastries, cakesSame-day delivery or a pre-order for later, 24/7. Pick a slot and add a gift note.
Sourdough Sophia Wallet pass in their pink, with a pastry photo, the customer's name, a rewards count and a QR code
3
In the shop, tooA Wallet pass with their rewards and a QR code to scan at the counter.
Sourdough Sophia’s ordering screen: collection scheduled from Bermondsey on Friday, 8:00 to 8:15 am

Every order lands in their own CRM

Who ordered, what, and how often. It all stays with Sourdough Sophia. So product drops, promotions and emails start from real order history, not a guess.

  • Their own customer dataEvery order adds to a list they own. Over 16,000 active contacts.
  • Behaviour segmentsContacts grouped by what they actually order.
  • Email tied to revenueEvery campaign is traced back to the orders it brought in.
  • Digital loyaltyPoints on signed-in orders, towards rewards like a free hot drink.
  • Wallet passThe same rewards on the phone, scanned in the shop.
  • Pre-orders, 24/7Same-day delivery or a slot later on. Gift notes at checkout.
What we're doing is big, and we're doing it fast. But we're committed to sticking to our roots.
SarahSourdough Sophia, London

More brands that went direct

How B Bagel grew online orders 31% by taking platters off emailRead the story How La Maritxu grew cheesecake sales 8× in six monthsRead the story Hands reaching for pizza and beer on a table How Nell's tripled orders for its 22-inch pizzaRead the story

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