How CUPP improved efficiency and increased AOV by 9.7%

Background

Since launching in 2012 after experiencing the bubble tea boom in Taiwan, CUPP has grown rapidly, now boasting 35 branches across the UK and generating over £33 million in revenue in FY 2023.

However, with this rapid growth came operational challenges, particularly regarding maintaining consistency across stores and upholding the brand’s values during expansion.

Challenges

CUPP’s menu is far more complex than a typical coffee shop, which created friction when it came to tech implementation. Their previous systems struggled to support the business’s needs, particularly when it came to keeping menus updated across platforms and managing stock levels in real-time.

These limitations affected both staff workflow and customer experience. Communication with existing tech vendors was falling short, and CUPP reached a point where it was clear a fundamental change was needed.

As a franchisor still early in its growth journey, CUPP needed to establish stronger operational foundations. Ensuring that every store was aligned on processes and performance was becoming increasingly difficult with fragmented tech and inconsistent data.

“Being as young as we are and being a franchisor, we’re still in the early stages of growth,” says Paul Tanner, Managing Director of CUPP. “We’re still getting the structure and learning processes along the way. We need to make sure everyone – our branches and our people – were singing from the same hymn sheet as far as processes go.”

Solution

CUPP partnered with Vita Mojo to streamline its tech stack and implement a unified Order Management System (OMS).

Following a two-month discovery phase and a six-week build, the new system launched at the end of 2023. The solution consolidated multiple platforms into a single source of truth, enabling CUPP to manage in-store menus, delivery partners like Deliveroo and Uber Eats, and stock updates all from one place.

This centralised system reduced the manual effort required to align digital channels and significantly improved store teams’ reliability. Menu changes or stock updates now sync across all channels simultaneously, removing the frustration previously associated with unreliable integrations.

The improved setup also freed up staff to be more flexible and customer-focused. With less time spent behind the tills managing complex orders, team members could be reallocated to the kitchen or engage more with customers on the floor. This speeds up service and improves the overall in-store experience.

Results

The collaboration with Vita Mojo yielded remarkable results for CUPP. Vita Mojo’s expertise has helped CUPP streamline its operations and better manage its processes. This has played a crucial role in maintaining the company’s growth momentum.

• Average Order Value increased by 9.7%, thanks to a smoother ordering experience and greater consistency across channels.

• Digital order adoption rose to 80%, streamlining operations and easing pressure on front-of-house teams.

• Staff productivity and morale improved, with better tools and processes allowing teams to work more efficiently and take more meaningful breaks.

• Operational efficiency scaled up, with CUPP able to manage higher order volumes with fewer staff while still improving output and customer satisfaction.

The collaboration with Vita Mojo helped CUPP cement scalable processes across all locations and laid a solid foundation for future growth. Today, CUPP teams are aligned, systems are stable, and the brand is well-positioned to continue expanding without compromising on quality or efficiency.