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The Fishery doesn’t want to be like anyone else. And in fact, they’re not. They have taken fish – a traditionally tough and expensive product – and found a way to make it delicious and affordable in the fast casual restaurant segment.

And their customers love it. 

But they didn’t own the entire customer relationship; the delivery services had all the data on buying behaviour and owned the communication. So The Fishery turned to Leeroy’s white-label app, and they have quickly become the most profitable restaurant at Brunkebergstorg—a modern, newly developed part of Stockholm with lots of similar chains.

It’s really possible to influence what customers are buying by offering discounts or communicating to them about the products we want to sell more of,” says Carl Ullsten, founder of The Fishery. “It feels very good that we are innovative, and that we are at the forefront technically.

– Carl Ullsten, Founder, The Fishery

“It’s really possible to influence what customers are buying by offering discounts or communicating to them about the products we want to sell more of,” says Carl Ullsten, founder of The Fishery. “It feels very good that we are innovative, and that we are at the forefront technically.”

The sales analytics have given The Fishery team unprecedented insights into the buying patterns of their target customers. The data has revealed that lunchtime is the peak of their day sales-wise, so they’ve started making targeted offers to encourage customers to visit during the afternoon and evening.

They’re also able to target offers to their less active users.

“We’ve seen that we have a slightly older target group that’s made of more women than men,” says Carl. “With that insight, we’ve asked  ourselves: what is it about our concept that appeals to women in this age group? After that, we have created campaigns to also attract men.”

The Fishery has four locations in Stockholm—and the ambition to not only open up two more in their home city, but expand to eight other cities in Germany and England. They plan to use Leeroy to get a holistic view and overview of all sales.

“I’m very happy with the service,” says Carl. “It’s user-friendly and it makes everyday life a lot easier. Plus I have a salesperson I can call when I need help – which is worth its weight in gold when you work in the restaurant business.”

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Carl Ullsten, Founder, The Fishery