The UK’s leading dessert chain, Creams Cafe, has unveiled its new direct delivery platform, Creams Direct. Customers will now be able to order directly via the new Creams app, which has recently been upgraded to facilitate the service.   

Thanks to the new service, customers will not only be able to order the full Creams menu, including seasonal menu items, but also they will be able to collect loyalty points in Creams’ loyalty programme, till now only possible for dine in. The service will be available across 70 percent of stores nationwide in a few weeks’ time, with the rest of the estate due to roll out by early next year.  

With 45 percent of Creams’ customers ordering via delivery, Creams anticipates that the new delivery platform will be instrumental in boosting franchisees’ bottom lines resulting in increased profitability, as well as encouraging the opening of more stores. The platform will also enable Creams to limit delays in orders reaching customers and to ensure better product quality on delivery.  

In order to implement Creams Direct, Creams has significantly updated its tech stack, bringing in  more secure, future proof POS and inventory management systems, and switching its app provider to allow for greater functionality and multi-channel access.   

Everett Fieldgate, CEO Creams Cafe, commented: “We are extremely excited to be adding Creams Direct  as a new way for customers to access their beloved sweet treats, and a better experience to our customers, without raising prices. With the whole industry facing pressures from inflation, profitability has never been more important, and Creams Direct will allow us to deliver better profitability to our franchise partners and give us the strategic edge to support our expansion plans in the UK and beyond.”  

In addition to Creams Direct, Creams has also announced plans to improve its loyalty programme, with updates expected to roll out by the end of the year.