Digital Success for Eltana in the Era of COVID-19 🥯

Photo of bagels and cream cheese

Intro 💡

The Problem 💥

Eltana’s Requirements:

  • Customers need to be able place an order online
  • Orders need to be routed in the most efficient manner
  • Delivery drivers need to be able to follow this route via a phone or tablet
  • Bakers need item totals so they can prep before orders go out
  • No added licensing, hardware, monthly costs, or overhead

The Solution ✔️

Tech Stack:

Square Online Store 🥯:

Image of Eltana’s Online Store with Square
Eltana’s Online Store — Square

Routing Engine ⚙️:

What does it do?

Let’s dive in!

  • The inputs for the engine are customer orders 💁
  • The output of the Engine is a Delivery Manifest 📃
{
"orders": [
{
"id": "7227c0c1-198f-3719-a32d-d99a61d33589",
"neighborhood": "WEST-SEATTLE",
"address": "1234 1st Avenue N",
"city": "Seattle",
"state": "WA",
"zip": "98101",
"name": "Indiana Jones",
"phone": "+1 123-456-7890"
}
]
}
Eltana Manifest
Eltana Order Totals — Manifest
Eltana Google Maps Links — Manifest
screenshot of manifest
screenshot of manifest
Orders that encounter routing issues are attached at the bottom for managers to manually process
screenshot of order spreadsheets
Order Info CSV Attachments

How The Engine Works ⚙️

High Level Diagram 🗺️

Diagram
Architectural Diagram of the Routing Engine

Management Console — Web App 👨‍💻

Eltana Web App Screenshot
Eltana Web App for Manifest Generation

Measuring Success 📈

Pre-COVID Era

Number Crunching Time

  • Total Online Orders: 195
  • Total Bagels Sold Online: 2465
  • Total Online Orders: 8,100
  • Total Bagels Sold Online: 115,173

More Numbers COVID-19 era…

  • 4053.85% increase in online sales
  • 4536.75% increase in online bagels sold
  • 9340 bagel spreads sold
  • 10.52% cart conversion rate (All time) — Last 30 days 15.65%
  • 6.83% true conversion rate (All time) — Last 30 days 10.49%

How about sales?

Sales Graph
COVID ERA Online Sales

So back to our opening question…

Boxes of bagels waiting to go out for delivery
Boxes of bagels waiting to go out for their online delivery :)

Summary

  • Customers are able to easily place an order online
  • Orders are routed in their most efficient manner for delivery drivers
  • Delivery drivers are be able to follow this route via a phone or tablet
  • Bakers have item totals so they can prep before orders go out
  • No added licensing, hardware, monthly costs, or overhead
  • Eltana can still utilize existing infrastructure: delivery vans, Square POS, prep kitchens, and employees
  • Eltana is able to prep, route, and deliver to distant neighborhoods with 300+ orders 🎉

Closing Thoughts 🥯

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Technology, Security, and Peanut Butter enthusiast.

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Grant Birkinbine

Grant Birkinbine

Technology, Security, and Peanut Butter enthusiast.

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