How beets&roots centralized menus across 19 locations and reduced orders problems by 70%

The Client

beets&roots is a healthy-eating concept built around bowls and salads, operating 19 locations across Germany. It sells through its own branded app alongside the major third-party marketplaces, including Uber Eats, Wolt, Lieferando and Foodora. As the business grew, the work of keeping menus, stock and store settings aligned across every location and every channel grew with it, until it became a job in its own.

Pedro Jacinto, Operational Excellence Project Manager, and Sneha Siriprole, Content Manager, from beets&roots, tell us about how Deliverect turned that multiplying manual workload into a single place to run it all and let the team keep the app they'd already built, intact.

1. Life before Deliverect

Before Deliverect, every channel lived in its own system, and the team was the thing holding them together. A single menu existed in as many places as there were platforms, and each one had to be updated manually.

"Whenever we wanted to update a menu, we had to contact each third party platform separately. And if an item sold out, we had to log into every other marketplace individually just to snooze it."

The same fragmentation ran through everything else: the POS, the Commercetools platform behind the branded app, and each marketplace, all separate. Keeping them in step was a daily chore.

"Almost every other day, something was always off in some channel. To turn an item off at a single store, you switch it off on our platform, then go to every other platform and turn it off there. It would take around 15 to 20 minutes for one item."

2. The real cost of the old setup

The obvious cost was time. The deeper cost was everything that time crowded out and the errors that were almost inevitable when the same information had to be entered by hand, again and again. Menu changes weren't a task so much as a project — a launch had to be prepared weeks in advance, coordinated across a handful of separate channel contacts.

"We used to send everything out to every third-party channel almost three weeks before a launch. We had around five account managers across the different channels to deal with, and we'd almost always see errors."

The sharpest cost showed up when stock ran out mid-service. Because availability wasn't controlled centrally, an item could sell online long after the kitchen had run out — and with a menu where a single ingredient runs through much of the range, one shortage spread fast.

"We once had chicken and vegan chicken out of stock across multiple locations. Most of our products use one or the other so that was seven or eight products going off, across ten-plus locations and five different channels."

"Back in the day, if something went wrong with an order it could take 30 minutes to an hour just to sort out. You'd turn it off, reach out to the customer, then fix it with them or with the third party, which takes even longer."

3. Why it wasn’t solved sooner

The challenge wasn't choosing another platform: it was finding one that could connect everything already in place. For a multi-site operator, the hard part is finding one solution flexible enough to cover everything at once.

"Managing menus is the most underrated but extremely important part of running online orders. Monitoring store ratings and revenue across different platforms, all in one place — that was the biggest challenge."

There was a second constraint. beets&roots had already built its own branded app, and it worked. Any solution worth adopting couldn't demand that they tear it out and start again. It had to layer on top of what already ran well.

4. The Deliverect experience

Deliverect gave beets&roots a single place to run menus, stock and store settings across every location and channel at once. What took nearly three weeks of preparation now takes about one, and the five separate channel relationships no longer have to be managed one by one.

Stock control moved from a per-platform scramble to a single action. With Deliverect’s Snooze feature, an unavailable item can be switched off everywhere at once — and that speed matters most exactly when the pressure is highest.

"Snooze matters most in the middle of the lunch rush. If you can’t turn something off fast, orders keep coming in, the customer doesn’t know it’s unavailable, and then you lose even more time fixing it."

The result is around 60 to 70% fewer problem orders. And crucially, none of it meant giving up the app they'd already invested in.

"For me this is one of the best things about Deliverect: we didn’t have to change anything in our existing setup, and the app just links straight in. It’s the easiest one to switch. When I roll out a new store I ask our developer if he’s ready, and he says, ‘yeah, five minutes.’"

"They answered all my questions, guided me through everything, and even worked out things that the platforms themselves couldn’t. Nothing but the best experience with the onboarding."

5. The impact

The shape of the working week has changed. Menus are built once instead of three times over. Order issues are down by roughly two-thirds. Ratings, revenue, availability and reviews across all 19 locations sit in one view rather than scattered across four platforms. And the admin work that used to consume the team, menu pushes and stock management above all, no longer does.

That's why the team's ambition now is simply more of it.

When asked what would happen if Deliverect vanished overnight, Pedro didn't hesitate.

"It wouldn't be good. We'd have to go back to doing everything manually, on every platform, for every single store — which takes a huge amount of time. And if it happened right when a menu change was due and we'd already told customers, it would get really tricky, because pushing a menu through the third parties manually takes so long."

His recommendation to other operators is unequivocal.

"I'd recommend it for sure. It makes your life easier from the start; availability, products, menu pushes, opening hours, even checking reviews, all in one place instead of going into four different platforms. To me it's an absolute game changer." — Pedro Jacinto