Ireland is one of the biggest consumers of takeaways and fast food in the world. Takeaways and home deliveries account for almost 1 in 10 of all evening meals eaten over the course of a week, rising to 15% on a Friday or Saturday (BordBia, 2020). Pizza is also the most popular home delivery choice.
Competitors such as Dominos were finding huge success online. In 2018, thanks to its digital operations its online sales grew 28.8% in 2018 and currently account for 56.9% of the restaurant’s total sales (Bordbia, 2018).
Not wanting to get left in the dust, Apache knew they had to up its digital game to outrank bigger, global competitors and get ahead.