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Off-premises sales up 70% at Orange Leaf

Photo: Orange Leaf

October 8, 2019

Orange Leaf's off-premises sales are up 68% over last year thanks to the expansion of its online catering presence and partnerships with schools and third-party delivery companies, according to a company press release.

"We're focused on truly making life sweeter for any occasion whether big or small," President and COO Kendall Ware said in the release. "The focus on off-premises has pushed us to be in our communities more to celebrate all occasions with our guests." 

The chain's catering opportunities include a variety of options, such as the delivery of a pop-up party box designed to make catering a simple set-up as well as a full-service pop-up shop. Both have been successful, Ware said

Orange Leaf's partnerships with ezCater and the Alliance for a Healthier Generation Smart Snacks Program, a national nutrition standard for foods and beverages sold outside of the school lunch program, have also helped increase sales. At the end of 2018, the chain partnered with ezCater to give the majority of its locations their own pages to accept online orders, Ware said.
 
The partnership with Alliance for a Healthier Generation for Smart Snacks took off early last year in response to franchisee requests for more opportunities to be in schools. Orange Leaf now offers over 17 Smart Snack-approved froyo flavors as well as eight smoothies, which are listed on the Healthier Generation online tool, Smart Food Planner.
 
"These partnerships have been crucial to our off-premises success over the last year," Kendall said. "Also building stronger relationships with the major players for Mobile Delivery — UberEats, DoorDash, GrubHub, Postmates, and Favor — has allowed us to develop a strong mobile delivery strategy. Mobile Delivery continues to show incremental growth, but in some markets, it's taking off driving over $40,000/year in additional revenue. Our goal is to continue supporting our Franchisees through this evolving Guest journey and focus additional marketing efforts around driving more off-premises sales to make life sweeter."

Orange Leaf has nearly 150 locations in the U.S. and Mexico.