On a mission to bring premium chop salad to the people, Salad House opened its first location in Millburn, New Jersey in 2011. Today, the hugely successful chain boasts 11 locations and that number is slated to grow to as many as 20 locations by the end of 2023.
Salad House offers a fast casual experience that’s welcoming, healthy and family-friendly. It’s a fresh concept that’s proving to be a hit with consumers, especially those looking to pick up their food or have it delivered on-demand, to their home or office.
of all orders placed online
new customers per quarter
return on ad spend
The shift to online ordering
Salad House is building customer loyalty and driving growth with excellent food, and convenient online ordering and delivery experiences. With 64% of their business now coming from online orders, their technology systems are critical to the success of their overall customer experience. Salad House has woven technology into its corporate DNA, under the guidance of Jarrod Bravo, Director of Operations. Jarrod grew up with the business, starting out as a cashier at the first location, before being promoted to manager, then general manager. Today, he’s in charge of operations across all Salad House locations, as well as being responsible for running his own franchise location in Montclair, New Jersey. We spoke with Jarrod about the restaurant technology they are using at Salad House, including how Uber is helping Salad House grow and thrive.
Better together: Uber Eats & Uber Direct
Salad House relies on a strong relationship with Uber to help grow online orders and build customer loyalty. They are avid customers of both Uber Eats and Uber Direct, leveraging both services to drive growth. Jarrod reports approximately 65% of all online orders come through third party apps like Uber Eats, with the rest coming from their own website, mobile app, and phone orders. Salad House uses Uber Direct to deliver 85% of the orders that come in through their own channels. “As a partner, Uber has surpassed the competition by a wide margin. And it’s all because of the relationship we’ve built together. Both Uber Eats and Uber Direct are critical to our success.” says Jarrod.
“Uber Eats and Uber Direct are a winning combo. Uber Eats helps bring Salad House to audiences that may have never known about us. Uber Direct makes it easier to deliver to our loyal customers who order directly from our website or app.”
Jarrod Bravo, Director of Operations
Integrated systems improve operations
As a multi-location operation, Salad House sees technology as a critical factor in their success, especially given their focus on online and takeout orders. The company preemptively upgraded its POS system back in 2015. And then—just before the pandemic hit—completed a POS integration that seamlessly consolidates all online orders into a single system flow. This led to a reduction in order errors, improved operational efficiency and has increased customer satisfaction. Jarrod reports that the conversion was a challenge at first, but encourages other operators to “get on that train. Once you figure out the tech side, it actually makes your operations so much easier.”
Visibility is key
Customer loyalty is one of the biggest priorities at Salad House. They want customers to order from their diverse and customizable menu multiple times a week. At first, Jarrod didn’t appreciate the power of Uber Eats’ promotions to help achieve that goal. But now: “Whenever there’s something new, my philosophy is, let's try it.” On average, Salad House now runs two Uber Eats promotions every month—”one to target new customers and another to keep current customers engaged”. Says Jarrod, “The numbers don't lie. Uber Promos are an effective way to reward customer loyalty and keep people coming back.”
A partnership that leads to success
Jarrod refers to Uber as “a relationship that focuses on our success”. Jarrod meets regularly with his account managers, Mikaela and Dante, and appreciates their feedback and suggestions which are often based on data about the business, including a breakdown of new customers, and an ROI analysis of Uber promotions. “Having Dante and Mikaela in our corner is a valuable investment. We really are like a team. They regularly check in and visit. They know our people. We text often and bounce ideas and promos off each other.” Big on data that helps him stay on top of the business, Jarrod also leverages Uber Eats Manager to track results, troubleshoot missed orders and build a relationship with his customers.
Insights to help drive growth
Given their success, expansion opportunities are on everyone’s mind. Uber has helped Salad House make smarter decisions about where to open their next location. With a pricing structure that varies based on delivery distance, Uber Direct invoices show Jarrod and team how much of their first-party business at each location is being served to customers located within a zero-to-three, three-to-five, and five-to-eight-mile radius. “We used to have a three-mile territory. But it looks like we’ll be upping that to five miles—because of the insights we get from Uber Direct.” says Jarrod.
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