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Case Studies - Retail, Public Sector and Catering Establishments
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Glasgow City Council
The One-O-One Group
Retail, Public Sector and Catering Establishments |
The Challenge
Having identified a significant potential market in central Scotland for a crispy morning roll, McGhee’s invested heavily in the specialised machinery required to produce this product and embarked on a development programme to optimise the consistent production of large quantities of the roll.
On completion of the trials, base sales of around 8,000 dozen rolls were established and this volume has grown steadily to sales of 50,000 dozen in 2006.
Production of the roll is now carried out daily over seven days and the Company’s mission is to supply the freshest crispy roll in Scotland to our customers.
Operating within the strict regulations of the BRC Global Standard, the crispy roll is manufactured to exacting standards that ensure the quality of ingredients and safety of the production process.
Benefits to the Customer
With the strength of the long established McGhee’s brand name and a strong local preference for the crispy roll product, McGhee’s have developed a market leading roll that effectively attracts retail trade.
Market research has established that core product sales on items such as rolls generate significant ‘spin-off’ sales and with the support of point of sale displays and advertising material, primary customers for McGhee’s products benefit from a profit generating all round product and marketing package.
The rolls are distributed throughout central Scotland by McGhee’s fleet of 50 vans and delivery logistics are managed in a manner that optimises delivery times to customer’s preferences ensuring that fresh rolls are always available for the customer to sell.
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