Crown Cellars Streamlines Menu Making Process Whilst Cutting Costs

Crown Cellars Streamlines Menu Making Process Whilst Cutting Costs

Summary

Crown Cellars is the Wine and Spirits Division of Carlsberg UK. They supply a wide range of premium and exclusive products to thousands of customers in the licensed trade.

As part of their added value service, Crown Cellars support their customers by providing wine lists free of charge


Crown Cellars had for many years been using the traditional design and print model of producing wine lists. Crown Cellars had for many years been using the traditional design and print model of producing wine lists. This involved sales people emailing an excel spreadsheet of products and prices through to a colleague in their marketing team who would then create a brief and send it to their design agency.
Once the first draft of the design was completed this would then be sent back to the marketing team and then on to the sales person and finally to the customer for approval. If edits were required, these would then be communicated back up the chain.

Challenge

Turnaround Time

Due to the highly inefficient process, wine list orders were taking weeks and sometimes months to be completed. As it is very difficult for Crown Cellars’ customers to sell wine without a wine list this result in customer dissatisfaction and delay in launching new product listings.

Intensive use of internal resource

With over 600 emails a week being sent by the sales team to the wine list administrator, the management of wine listing became a full time job and tied up valuable resources at head office.

Excessive design costs

With each wine list being created by a graphic designer there was a significant cost associated with creating each wine list.
Challenge

Our Solution:

MRM developed an App for iPad that Crown Cellars sales people can use to create customisable drinks menus and point of sale items in minutes. Using Menu Maker users are able to create professional quality wine lists in less than 10 minutes. Advanced functionality allows users to add product images, tasting notes and food matching descriptions. Once the order is placed MRM deliver the wine list to the customer in less than 48 hours.

Request a Demo