A new food delivery firm claiming to offer restaurants and other retailers a better deal than Deliveroo and Just Eat has launched after three years of testing.
Unlike established rivals, the new company, called Slerp, has no ambition to build a consumer brand, instead aiming to enable retailers to take orders directly through their own websites.
Slerp’s software integrates into existing websites, while the startup’s delivery partner, courier firm Stuart, gets the order from the store, restaurant or warehouse to the customer’s door.
Retailers own the customer data while also retaining control of their online presence, including branding and product photography, according to Slerp’s founders.
Since launch in 2016 Slerp has received a “seven figure investment, from a collective of high profile investors”, said a spokesman.
Its aim is to provide an “alternative to commission-heavy marketplaces such as Deliveroo”, which can charge as much as 30% on each order, he said.
Slerp charges a subscription fee and commission, ranging from £59 a month to £99 a month, and 7.5% to 10% on each order, depending on the length of the deal. The service is offered to retailers nationwide as of this week through Slerp.com.
It’s the brainchild of JP Then, who also founded Crosstown Doughnuts. Crosstown along with two other London food chains, Hummingbird Bakery and Gelupo, have been using Slerp to take online orders during its testing phase.
“It was clear back in 2016 that there was an opportunity for on-demand to become a significant revenue stream for Crosstown yet we didn’t have the technology to offer it directly,” said Then.
“We were nervous about the inability to control our online presence through the marketplaces, and the viability, as commissions kept creeping up.
“We wanted to own the customer relationship, the checkout experience and have a sustainable model so that the Crosstown brand could thrive and own its online destiny. Now, we’re forecasting that digital revenue will account for more than 20% of our total business.”
“There is a nervousness amongst operators about how they can make their retail premises work harder and smarter - Slerp directly answers that.
“Unlike a marketplace, we’re not building a consumer brand, so we can offer a truly affordable model with fair commission rates so our partners can grow their on-demand sales channel directly, and know who their customers actually are.”
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