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Set up your tablet and start accepting orders

Hear the story of bubble tea shop The Alley.

Learn how to keep your delivery customers happy

Delivering the best customer experience with every order

Learn how partnering with Deliveroo helped bubble tea brand The Alley develop into one of London’s best shops.

How The Alley grows their bubble-tea brand with Deliveroo | Deliveroo Partners

The Alley - Growing your brand on Deliveroo.pdf

How The Alley grew their bubble-tea brand with Deliveroo

When The Alley joined Deliveroo as partner in May 2020, their flagship location in Holborn, Central London had already established itself as the go-to destination for bubble tea, with customers visiting the store to sample the ‘best bubble tea in London’. With pandemic restrictions, delivery was a lifeline for the business, but Deliveroo has now become a strategic element of The Alley’s brand development.

A single site bubble tea shop in Central London with an established reputation for quality products.

Reach a wider customer base beyond local office workers, and reduce queues in-store during busy periods.

Expand their brand offering with Delivery and introduce Pickup so customers can pre-order and collect in-store. 

Reflecting back on The Alley’s journey with Deliveroo, Owner Chao Liu highlights the pivotal role in increasing orders during a challenging time for the hospitality industry: “Without Deliveroo we might not have survived during the pandemic. Between November 2020 and February 2021 up to 80% of our orders were through Deliveroo. Thanks to their proactive support, we made it through a very difficult time for the industry. 

Offering the flexibility of Pickup to busy office workers 

With customers increasingly looking for convenient and flexible options, Chao reflects on how adding Pickup to their Holborn branch has helped the brand cater to the changing needs of busy office workers in the area.

“Deliveroo has now become a significant part of our brand development strategy. In addition to Delivery we have introduced Pickup in our Holborn branch, as it is more convenient for our customers, who are busy office workers that do not want to queue. I don’t like to see customers waiting a long time - to me that’s unacceptable! We’ve also allocated a dedicated Pickup area for Deliveroo in our new shop opening in Oxford Circus this summer."

Accurate prep time backed by best in-class tech

In the fast-paced world of delivery, accurate average prep times can directly impact the efficiency of the entire delivery process. When prep times are precise, it allows for better coordination between the kitchen and delivery riders, ensuring that orders reach customers promptly and in optimal condition. 

“My background is in computer science, so the technology that powers the platform is important to me. The algorithm behind Deliveroo is what really sets it apart from other services. Deliveroo automatically adjusts your prep time based on real time data to give a more accurate prediction. That makes operations more efficient and avoids unnecessary wait times for your riders and customers, so everyone is happy.”

Being exposed to a wider audience is one of the key benefits of being on delivery aggregators like Deliveroo.“With online platforms like Deliveroo, how visible you are is important, too. Deliveroo has created a fair and organic marketplace, and you know how you can improve your business to improve your ranking in the restaurant list e.g. through positive customer ratings” says Chao.

“Using Restaurant Hub to manage our Deliveroo business makes it easy to update menus, check our reviews and manage our finances. I check Hub daily: it’s an important indicator of our operations and performance. It is really easy to use, and gives us a lot of flexibility. I like that I can do things myself, for example, create a 20% promotion on selected items with the Marketer tool.”

Looking forward to a continued partnership

The partnership between The Alley and Deliveroo is a testament of the power of strategic collaboration. 

Looking ahead, meeting the evolving customer needs is going to prove a winning strategy for the brand to maintain its status as a beloved destination for bubble tea enthusiasts in London.

Black Teal

"With online platforms like Deliveroo, how visible you are is important, too. Deliveroo has created a fair and organic marketplace, and you know how you can improve your business to improve your ranking in the restaurant list e.g. through positive customer ratings".