Michel’s tries out home delivery

Michel’s tries out home delivery

Australian café Michel’s is the first national franchise café to offer home delivery to its customers, through a home delivery trial.

The three-month trial, which started in February, will continue until 13 May, during which time weekly sales and customer counts of the trial stores will be monitored to assess the impact.

Michel’s Brand Manager Tom Elliot said, “A major component of the Michel’s strategy moving forward is to investigate new, particularly digitally-focused, methods to increase customer count and sales. The purpose of this trial is to test a cake delivery e-commerce solution that will offer customers the option to easily purchase products without having to visit a store for pick-up.”

In 2017, Michel’s launched 3D image printers commercially into Australian cafes.

“We are committed to becoming industry leaders in the digital space and delivering concepts that provide convenience for both our customers and our franchise partners,” Tom said.

“We understand that consumers are leaving their homes less and relying on online delivery services more, so it makes perfect sense for us to capitalise on this trend through our new cake delivery concept.”

Michel’s will have a range of core products available for customers to order, including products such as the Happy Birthday Sponge Cake, Marble Mud Cake and French Vanilla Slice.

The minimum order amount for home deliveries is $30, plus a flat delivery fee of $5 regardless of location.

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