Web catering hits the spot.

Contract caterer Gardner Merchant has installed an online ordering system in an attempt to generate business from people who might be too busy to go out for lunch or even to take a lift to the staff canteen.

The RealTrade system, developed by digital media company Victoria Real in Brighton, uses a highly visual and intuitive interface to allow people to order ready-prepared food or even construct their own sandwiches from a variety of breads and fillings. The bread is placed on a board and the user can see the various fillings being added as they choose them.

The first site in which Gardner Merchant has installed the system is the advertising agency Ogilvy & Mather's Canary Wharf offices. It is also about to be launched by Famous Moe's Pizza in Brighton, which was involved in testing the system with Victoria Real.

Nicola Turk, Gardner Merchant's general manager at O&M, said: "We've put in the system to bring in extra business. A lot of people are stuck at their desks in the advertising industry." If it proves successful, it is likely to be extended to more of Gardner Merchant's 3,000 outlets around the UK.

Victoria Real claims tests so far have shown online orders being bigger than the average for telephone orders, and increasing customer loyalty.

Contract caterer Gardner Merchant has installed an online ordering system in an attempt to generate business from people who might be too busy to go out for lunch or even to take a lift to the staff canteen.

The RealTrade system, developed by digital media company Victoria Real in Brighton, uses a highly visual and intuitive interface to allow people to order ready-prepared food or even construct their own sandwiches from a variety of breads and fillings. The bread is placed on a board and the user can see the various fillings being added as they choose them.

The first site in which Gardner Merchant has installed the system is the advertising agency Ogilvy & Mather's Canary Wharf offices. It is also about to be launched by Famous Moe's Pizza in Brighton, which was involved in testing the system with Victoria Real.

Nicola Turk, Gardner Merchant's general manager at O&M, said: "We've put in the system to bring in extra business. A lot of people are stuck at their desks in the advertising industry." If it proves successful, it is likely to be extended to more of Gardner Merchant's 3,000 outlets around the UK.

Victoria Real claims tests so far have shown online orders being bigger than the average for telephone orders, and increasing customer loyalty.



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