Today, lobster roll concept Smack, the sister of the famous mono-product pioneer Burger & Lobster, is moving to Deliveroo and becoming a virtual kitchen operated by Burger & Lobster.
With 48% of sales driven by the exclusive technology partner Deliveroo, in an increasingly digital era, Smack is transitioning solely to online. In 2018, the company was up 27.6% from the previous year and whilst the year-to-date is 20.3%, the online sales make the company valuable virtually.
Dasha Ovchenkova, CFO Burger & Lobster commented “From Monday 17th June, we’re moving our Smack lobster roll concept to the virtual world as we have seen online orders rapidly increasing. As a nimble business able to move quickly to adapt to our customer demands, moving to digital first for Smack helps us invest and channel funds in developing our online offering to meet customer tastes. Working exclusively with our friends at Deliveroo to expand our catchment within London and other cities in the UK, means that we can offer fresh and affordable real lobster rolls, we’re really excited for the virtual move and what is to come.”
Due to the boom of online sales, demand for convenience foods and high-street rent prices increasing, small businesses including Smack are moving digitally. The full support of big brother restaurant Burger & Lobster has enabled Smack to smoothly transition and continue to operate and live on, online.
Smack offers delicious lobster rolls, caught off the coast of Nova Scotia and learnt from its sister restaurant about high-quality ingredients. Smack will initially be available to order today on the 17th June through the Deliveroo app, in the central London areas with expansion throughout London and regionally to follow.
The accelerating transition to online only sales models could be a subject for the 2019 #HandCSocial agenda.