Being a conventional burger joint seemed like an understatement to the founders of Burger Lab. They wanted to do more. This case study highlights how the restaurant disrupted the scalability norms with an out-of-the-box mentality, decluttered processes preventing optimal order fulfillment curve, and became way better than their competitors at tossing up drool-worthy burgers for thousands of customers.
Eight years ago, Burger Lab opened its first branch as a takeaway burger joint in the outskirts of Khayaban-e-Rahat, Karachi.
It was a ‘business as usual’ approach orchestrated through flyers and various advertising channels back then. However, the business founders slowly transitioned to online platforms, where they witnessed a 20 times growth pattern – and that too was overseen with a modicum of feasibility on different forefronts.
These days, it doesn’t matter whether a customer reportedly wants scrumptious saucy fries with beef smashed burgers. The high standard is uniform across everything served on a platter or packed up in paper wraps for online deliveries. Each experience is identical – a ‘this is it’ moment for customers who relish enjoying the tastiness of any of the Burger Lab’s signature recipes.
According to the CEO of Burger Lab, the COVID-19 pandemic prompted the business to rethink its marketing and operability approach. “Online focus on sales is important,” said the company’s general manager during a recent interview.
The realization kicked in when the customer base thinned out during the COVID-19 streak. Due to strict COVID-19 prevention policies, face-to-face interaction among patrons and restaurants was restricted to a bare minimum. Burger Lab wasn’t an exception. The business complied with the guidelines while swerving towards online platforms to enable contactless order fulfillment.
The restaurant operated in full swing behind closed doors after signing up for a vendor account with Blink. The latter is a quick commerce enablement platform with an aggressive focus on hyper-growth for name-brand restaurants.
Before partnering with Blink, Burger Lab reportedly did its fair share of due diligence. The burger joint’s management surveyed different online sales platforms available in Pakistan. FoodPanda and other food aggregators were on the list, but the idea was dropped due to seedy commissions accumulating as service charges on each incoming order.
Burger Lab couldn’t pair up with third-party aggregators, despite promising prospects on the aggregators’ end. The major hitch was the huge commission percentage, which is only part of the equation.
If any restaurant wants to notch up marketing campaigns on aggregators’ app, there are additional charges. As a result, that star-spangled success story eventually becomes more of a dream than a reality.
Based on its unique stack of bleeding-edge technology solutions, Blink became the better half for Burger Lab.
“Blink gave lots of benefits over other food services companies in Pakistan because of its feasibility structure.”
The company’s correspondent further elaborated that regardless of whichever medium used for marketing, such as; Facebook, Instagram(@burgerlabpk), or vice versa, all the orders were centrally routed to their back-end panel powered by Blink.
- Marketing became easier since Blink incorporates Microsoft Power BI, a business intelligence tool, alongside a dynamic dashboard.
- Integrated SMS marketing through the Blink portal helped Burger Lab reach out to our customer bases. Burger Lab was able to keep its customers updated on the latest or upcoming offers, discounts, combo deals, etc.
- Burger Lab also has access to its customer data; hence taking the reins to execute brilliant marketing campaigns is at its disposal 24/7.
Burger Lab witnessed a proactive approach from Blink, as it didn’t take too long for the platform to have its own branded website and restaurant ordering app. With a bit of advertisement concerning Burger Lab’s online availability, customers experienced a floodgate of a wide-spread delicious menu, bundled deals, and signature recipes available from the comfort of their smartphones and computers.
The name-brand restaurant also retargeted website and app-centric customers for better visibility. Since Burger Lab had more independence on the quick commerce enablement platform, they weren’t worried about paying hefty commissions that’d otherwise hinder marketing ideas.
In addition to the strategies mentioned earlier, Burger Lab adopted a proactive approach to communicating takeout and delivery solutions to online customers. Over the last few weeks, there have been many new customers interested in “delivery, or takeaway” through Burger Lab’s online food ordering app.
These days, the company is looking to scale ‘Burger Lab Innovation Kitchen,’ a gorgeous restaurant recently inaugurated in Khayaban-e-Seher, Karachi. The new food place is a league in its own, as the ambiance speaks of a casual concept-café’ with mouth-watering recipes unlike other franchises in the local vicinity.
For many patrons, Burger Lab Innovation Kitchen offers a unique, tasteful experience on each visit since there’s a high chance that the menu won’t be the same as last time. According to the general manager of Burger Lab, the company is happily piggybacking on Blink’s innovative solutions with a blend of BL’s originality. For instance, each menu is rotated weekly to keep customers coming back for more.
Burger Lab manages a 20% month-on-month increase in the restaurant’s online growth pattern. By launching a branded website & app through Blink, the company prevented complete dependency on aggregators and embarked on its own online ordering journey.
“I highly recommend Blink to any startup, or existing Pakistani restaurant as the way forward towards the hyper-growth movement in an ever-evolving competitive market” – GM, Burger Lab