Paul Hopper started HOP Vietnamese in 2015, seeking to bring the fresh, vibrant street food of Vietnam to the time-poor professionals of London. By 2020 the business was thriving, with five sites throughout the city offering Click & Collect powered by Vita Mojo.
When the Covid-19 pandemic hit, HOP, like all UK restaurant businesses, faced harsh lockdown restrictions and major uncertainty for the future. However, having already worked with Vita Mojo, HOP knew the potential of digital ordering and seized the opportunity to accelerate their digital transformation, building a new, more robust, and future-proof business model.
Their new concept, HOP 2.0, incorporates the full Vita Mojo tech suite for improved operational efficiency and reduced running costs, while also improving the customer experience in their restaurants.
The HOP 2.0 model is centred around digital ordering via Click & Collect and self-serve Kiosks - these channels increase convenience for both customers and staff, reducing wait-times and labour requirements compared to EPOS. They also directly boost revenue: the ease of navigating a digital menu, combined with the power of smart upsells, has resulted in an increased average spend of 15-20%. Around 30% of HOP customers are now opting to order ahead, compared to just 3% pre-pandemic. HOP’s transformation has allowed them to keep pace with this shift in customer behaviour.
Behind the scenes, HOP staff now use Vita Mojo’s kitchen display screens to manage orders from multiple channels in a single, intelligently prioritised view. Combined with moving to a streamlined, build-to-order approach, this has enabled HOP to reduce kitchen labour by 25%. The Vita Mojo platform is optimised for customisation, and HOP has taken full advantage of this by offering a wide range of add-ons and impulse lines, as well as introducing “build your own” options across their entire menu. As a result, 40% of orders have been customised since the HOP 2.0 model was introduced, further driving up ATV.
"Vita Mojo’s innovative technology enabled us to reimagine HOP with lower running costs, higher ATV, and unrivalled customisation for our customers. This is the restaurant model of the future. It’s a real win win.”
Paul Hopper, MD and Founder of HOP
How HOP reimagined its business for the future:
- 30% of HOP’s customers now order ahead
By digitising the ordering process customers can order in advance and choose a specific time slot for collection. This enables the kitchen to better manage capacity and customers to collect their food quickly, easily and safely.
- Over 40% of HOP’s orders are now customised
Using Vita Mojo’s customised functionality to add a “build your own” option, HOP customers can now customise menu options to their personal tastes, driving ATV up.
- Reduced kitchen labour by 25%
HOP has streamlined kitchen prep, transitioning from a hot-hold model to build-to-order. Using Vita Mojo’s kitchen display screens enables this new approach and drives increased efficiency.
- Increased ATV by 20%
HOP redesigned its digital menu to include more optional add-ons and impulse lines to take full advantage of Vita Mojo’s smart upsells functionality.
- Empowered the business with data
By creating an integrated data ecosystem, HOP now has more business intelligence and customer insights which inform their menu strategy and marketing efforts.
Covid-19 has massively accelerated the shift towards personalised, convenient digital ordering experiences and by boldly embracing digital transformation with Vita Mojo, HOP has prepared its business to thrive in these new market conditions. The HOP team believes that HOP 2.0 is not just the future of their business, but the future of hospitality as a whole.
With higher profit margins; a sleeker, speedier customer experience; and the same, irresistible Vietnamese food, when footfall finally returns to the streets of London, HOP will be coming into the ‘new normal’ way ahead of the game.
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