Transforming the traditional dining experience with an award-winning web app

Azzurri

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The client

About The Azzurri Group

The Azzurri Group is a market leader in the Italian casual dining sector, employing nearly 6,000 people and serving over 15 million meals a year from 250 Zizzi, ASK Italian and Coco Di Mama restaurants.

The ask

Seamless and simple dining

Removing friction from the dining experience

When your core audience has ‘on demand’ expectations, the traditional friction points of the in-restaurant dining experience (ordering, waiting to pay, splitting the bill etc) risk becoming real barriers.

The Azzurri Group saw an opportunity to set a new industry standard for the dining experience, enabled through digital technology. The goal was to simulate full table service - ordering, paying, tipping - while reducing wait times and enhancing the personalised experience for each visitor. As the pandemic hit and dining outlets were forced to close, the urgent need to fast-track this digital transformation grew.


AND Digital needed to deliver a simple, seamless, personalised user experience at speed, optimised for use on diners’ personal devices.

Italian food
The process

A web app that complements the real-life experience of diners

We developed a mobile web application that offered a fast, responsive platform without the need to download it from an app store. Scanning the QR code and entering the table number is all that’s needed to get started.

Branded as Speedy at Zizzi and Pronto in ASK Italian, the web app mirrors the customer ‘in-restaurant’ journey enabling diners to:

  • Select restaurant location and table number
  • Browse menu and view dietary/allergy information
  • Customise meal/menu options
  • Add items to the order
  • Pay and split the bill
  • Add a service tip
  • Add a charitable donation

Unlike virtually all other restaurant ordering apps, multiple users can order via different devices, with orders collated as a single party. Everyone gets their food at the same time. Diners can order drinks as they go. But there’s just one payment at the end of the meal.

Fully integrated with Azzurri’s payment provider, POS system and charity service platform, the app also reduces total cost of ownership for takeout services, with the ability to fulfil orders natively.

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Case study highlights_azzurri-09

“This may be the best in-restaurant ordering service I have ever used. The ability to add items at any time is frankly game changing.”

Customer feedback
Key outcomes

Loved by customers, staff, and client

Visit times reduced by 10 minutes

Since launch, the web app has proven invaluable in helping Azzurri manage the shifting state of dining during the pandemic.

At the height of the pandemic over 50% of customers used Speedy and Pronto. Levels have now stabilised to 1 in 4.

Every customer using the app saves an average of 10 minutes per visit, with no need for the traditional wait to catch the waiter’s eye. Diners love the app – with Net Promotor Scores +30 vs customers who order & pay traditionally. Tips are 50% higher too compared with traditional credit card paying customers.

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