Foodservice Cateys 2021: BaxterStorey At Home: Innovation Award
Sponsored by RDA
Some of the greatest inventions appear at times of crisis. That is certainly the case with BaxterStorey At Home. Faced with a collapse in revenue as its catering outlets in workspace locations closed during lockdown, BaxterStorey At Home was unveiled in November 2020 to deliver a variety of food experiences to customers' front doors.
The custom-built web platform was created from scratch in less than two months by a remote team of four, with graphic designer Alice McGall working in collaboration with an external development company. Acting as an agent, BaxterStorey At Home aims to drive a high volume of orders to third-party companies and takes a commission from each sale delivered via the website.
The BaxterStorey At Home concept works in three ways. First, it encourages engagement and connection within foodservice teams working remotely, both within BaxterStorey and client companies, as well as supporting client events via virtual food experiences. After booking online, customers receive all the ingredients needed to take part in step-by-step Zoom tutorials hosted by suppliers, such as a bread-making masterclass with Hobbs House Bakery, wine and cheese tasting led by Jascots, and cocktail lessons with Nelson + Pops.
Second, finish-at-home meal kits have been organised in conjunction with a number of high-street eateries. They include barbecue chicken kits created by Juici Jerk, do-it-yourself burgers from Dirty Bones and a fondue package from the Cheese Bar.
Finally, customers visiting the BaxterStorey At Home site can order a choice of retail hampers from specialist suppliers. The selection includes vegetable boxes from Watts Farm and hampers from Twist Teas. Some 54 partners have sold their products on the platform.
Enthusiasm for the service was highlighted by the 3,000 Christmas gifts delivered to Credit Suisse employees from seven BaxterStorey At Home suppliers, securing £15,000 of revenue for BaxterStorey at a time when 95% of its London business was closed.
Three months after the launch of BaxterStorey at Home, clients were offered a membership opportunity, allowing them to upload their own gifts and finish-at-home kits to the website. Canteen@home was launched in May with e-commerce giant Asos and has secured £10,000 in fees for BaxterStorey. BaxterStorey At Home highlights what can be achieved by thinking outside the box when faced with a disastrous situation. The website has processed around 4,000 orders and generated more than £250,000 for suppliers since its launch. Going forward, the service will be expanded to include in-person experiences and pop-ups, creating a whole new revenue stream for the business.
What the judges said
"A great example of innovation in response to the pandemic challenges but with a clear view on customer engagement, building a sustainable model and a profitable solution. The quality of the offer is commendable, from meal kits to pop-ups, managing logistics and creativity well."
David Mulcahy
The shortlist
- BaxterStorey At Home
- Farmyard Frozen
- ISS Food Services
- Sodexo
Past winners
- 2019 Hampshire County Council Catering Services
- 2018 Elior UK
- 2017 Derbyshire County Council
- 2016 ISS Food and Hospitality
- 2015 Andy Jones ISS Healthcare and the Hospital Caterers Association
- 2014 The Genuine Dining Co
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