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TLDR
It took little time for Chip City Cookies to establish itself as a new major cookie competitor.
Chip City Cookies, which opened over 15 places in 2023, has since grown to more than 40 shops in New York, New Jersey, Maryland, Connecticut, Florida, Massachusetts, and Virginia.
To meet the growing need across its locations, Chip City Cookies uses category schedules through its mobile ordering app. This allows them to show when particular products will be available at each place based on supply and demand. By introducing its new Chip Crookies through careful scheduling, Chip City ensures an efficient supply chain and little wasted stock.
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Chip City Cookies' New Crookie Product
To meet customers' demands for innovative menu items, Chip City Cookies leverages category scheduling through their mobile app. This feature allows them to indicate when limited-time or seasonal products will be available at specific locations. For the launch of their new Crookie product, a croissant-cookie hybrid, Chip City Cookies is using category scheduling to rollout the Crookie at select locations.
Limited Release Builds Anticipation
By initially limiting the Crookie to three locations, Chip City Cookies is able to gauge interest and make any necessary adjustments before a wider release. This 'soft launch' approach helps ensure an optimal customer experience from day one. The limited time frame of 9 AM to 2 PM, and messaging that Crookies are available 'while supplies last,' also helps create a sense of urgency and excitement.
Managing Supply Chain Effectively
Using category scheduling in their Per Diem app provides Chip City Cookies with a simple way to communicate product availability with customers while also keeping tight control of supplies during the initial rollout. Location managers can easily update the category schedule to indicate if Crookies have sold out for the day or if they have extended availability. This level of flexibility and real-time control is crucial for any limited release.
Overall, Chip City Cookies’ rollout strategy for the new Crookie product leverages the benefits of category scheduling and a limited initial release to build customer anticipation, gain valuable feedback, and maintain an efficient supply chain. The Per Diem mobile ordering app provides an easy way for Chip City Cookies to execute this type of strategic product launch and set the right conditions for success.
Managing Limited Time Offers With Category Schedules
To ensure Crookies are available during peak hours, Chip City leverages category scheduling in their Per Diem mobile ordering app. This feature allows Chip City to indicate when temporary or limited-time menu items will be available for purchase. By scheduling Crookies from 9 am to 2 pm, Chip City is able to promote the new product to drive demand and sales during optimal hours while managing supplies effectively.
Promoting Through Mobile Ordering App
Chip City promotes the Crookie launch through their mobile app to build anticipation among loyal customers and drive new downloads. The app allows customers to order ahead and skip the line, which Chip City incentivizes by offering exclusive perks and rewards. The category schedule feature highlights the temporary addition of Crookies, priming customers to order the new item. This strategy boosts new downloads, increases order values through upselling, and collects valuable data on customer preferences and behaviors.
Managing Inventory and Waste
Limiting Crookies to a five-hour window allows Chip City to accurately predict demand and avoid overstocking or shortages. Any remaining Crookies at 2 pm can be donated or repurposed, reducing food waste. The short-term offer also encourages customers to purchase Crookies immediately rather than waiting until their next visit, when the item may no longer be available. This sense of urgency and fear of missing out spurs impulse purchases and word-of-mouth promotion on social media.
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The Benefits of Mobile Ordering for Restaurants
Convenience and Ease of Use
The Per Diem app provides customers with a convenient way to place orders and pay ahead of time. By using the category scheduling feature to promote the new Chip Crookie, Chip City Cookies gives customers advance notice of when the product will be available at specific locations. This allows customers to plan their visit and place an order right from their phone, avoiding wait times and ensuring their Crookie will be ready upon arrival. The streamlined digital experience delights customers and encourages return visits.
Higher Average Sales
Studies show that customers spend more when ordering through an app versus in person. Their app gives customers time to browse the full menu, compare options, and make impulse add-on purchases. Promoting the Chip Crookie through the app exposes customers to the rest of the menu, prompting them to order additional items like coffee, baked goods, or a cookie classic. The ability to upsell customers and increase average sales per order is a major benefit of digital ordering technology.
Improved Operational Efficiency
By using category scheduling to manage their Crookie inventory, Chip City Cookies ensures they do not run out of supplies or end up with excess waste. They are able to anticipate demand and bake the optimal amount of Crookies each day. The app also streamlines the ordering and payment process, reducing wait times for customers picking up their orders. Staff can then focus their time and effort on high-quality food preparation and providing exceptional customer service. Mobile ordering is a win for both the business and its customers.
How to Excite Customers With New Menu Launches
Promote the New Item Through Multiple Channels
To generate buzz around the launch of their Chip Crookies, Chip City Cookies leveraged their mobile app, website, email marketing, and social media. By prominently featuring the new item across platforms, Chip City ensured that their loyal customers and followers were aware of the latest menu addition. Labeling the Chip Crookies as "NEW" on digital menus and posts help to highlight the fresh offering.
Offer Discounts and Promotions
To entice customers to try the Chip Crookies, Chip City Cookies offered the item at a special introductory price for a limited time. Discounts and promotions are an effective way for food businesses to attract interest in new products. Chip City was able to leverage its mobile ordering app to easily facilitate the promotion by creating a separate menu category for the Crookies during the introductory period.
Engage Followers and Generate Buzz
In addition to digital marketing, Chip City worked to create buzz around the Chip Crookie launch through social media engagement and outreach to local media. On platforms like Instagram and Facebook, the company posted tantalizing images of the new item and encouraged followers to share their excitement. The shop also invited local food writers and bloggers to sample the Chip Crookies in hopes of earning media coverage and word-of-mouth promotion.
Manage Inventory Effectively
To ensure that Crookies were available during peak hours at launch, Chip City leveraged category schedules in their mobile ordering app. The category schedule feature allowed them to indicate the specific times when Chip Crookies would be available for purchase. By using category schedules, they were able to effectively manage supplies and avoid disappointment for customers arriving when the item was sold out. The combination of an exciting new product and competent operations helped to make the Chip Crookie launch a success.
Final Thoughts
With the launch of the new Crookie product, Chip City Cookies has found an innovative way to excite breakfast consumers. By leveraging the category scheduling feature in their Per Diem app, Chip City can effectively manage supplies of their limited-time Crookie offering. This ensures availability for eager customers during peak breakfast hours at select locations. The Crookie's unique mashup of croissant and cookie dough flavors provides a fresh take on morning indulgence. Chip City's strategic promotional rollout builds buzz and positions the Crookie to shake up the most important meal of the day. As Chip City knows, a smart launch strategy is key for any new product seeking to win over breakfast consumers.
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