WOK HEY Fires Up Next Step In Digitisation With Adyen

Friday, November 19th, 2021 | 634 Views

WOK HEY is re-imagining the takeout journey by partnering with Adyen (AMS:ADYEN) to empower customers to place, pay and track their orders seamlessly and remotely through their mobile devices.

The launch of the mobile ordering platform adds a new level of convenience to customers ordering WOK HEY’s Asian stir-fry staples, as well as operational efficiencies for the fast-casual F&B brand.

Taking a modern approach to traditional Asian stir-fry staples with customisable, cook-to-order menu using high quality ingredients served hot and fast, WOK HEY is one of Singapore’s fastest-growing quick-service concepts, expanding to 31 outlets in just four years. As part of its strategy to stay ahead of the curve, WOK HEY launched the mobile ordering platform, integrating Adyen’s online payment solution. WOK HEY’s customers can now order and pay ahead at their outlet of choice or scan a QR code found at any WOK HEY outlet to place and pay for their orders. The new system reduces queues at the storefront and allows customers to better plan their time – they will be notified via SMS when their orders are ready for pickup and can run other errands in the meantime.

The new mobile ordering platform has also improved back-end operational efficiencies and productivity for WOK HEY, as outlet staff are able to better focus on order preparation, resulting in faster turnaround for each customised order. Since launching in May 2021, WOK HEY’s mobile ordering platform’s take-up rate has grown by 20% to 30% each month, as more of WOK HEY’s customers shift to using the new platform to order their favourite stir-fry.

“When we rolled out our mobile platform, we understood customers were creatures of habit and expected initial resistance. However, we believed offering a convenient, secure and more seamless system will win them over. We deployed service ambassadors to help customers through the ordering flow, and made gradual improvements based on customer feedback, such as integrating SMS notifications. Customers are starting to see the value this new system brings, and the take-up rate has been increasing each month,” said Jake Chia, Co-Founder of WOK HEY.

“When we were evaluating payment platforms, we chose Adyen for its ability to provide a scalable, fast and seamless payment experience. This gave us the ability to easily integrate e-wallets such as Apple Pay and Google Pay, along with Visa and Mastercard, and room to add more. The shorter payout period was also an added bonus,” Chia added. “This opens up possibilities for rolling out loyalty and other personalised programs in the future.”

“We’ve seen a move away from cash among QSR businesses, and WOK HEY has taken this a step further by moving both in-person payments and queues online. It’s a bold move by a brand operating in this very traditional sector, yet this fits WOK HEY’s modern take on Asian stir-fry staples very well,” said Priyanka Gargav, Head of Commercial, Southeast & Hong Kong at Adyen. “While the QSR customer journey is primarily about speed and efficiency, building a foundation to understand your customers and scale strategically is equally important in this competitive space. We’re excited to help WOK HEY take the next step, and look forward to their next bold move.”


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