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HOP reduces labour costs
by 35% while increasing
throughput and ATV

Discover how HOP Vietnamese transformed its operations, cut labour costs by 35%, and boosted ATV by 20%, all through a bold digital reinvention.

Hop vietnamese order collection area with three gold pigs Hop vietnamese kiosks Man ordering food from Hop vietnamese kiosks Hop vietnamese kiosks Order here sign in Hop vietnamese

Business Type

Quick Service Restaurant

Products

Order Management System

20%

increase in average transaction value

35%

reduction in
labour costs

20%

increase in throughput
during peak hours

Background

Founded in 2015 by Paul Hopper, HOP Vietnamese aimed to bring the vibrant street food of Vietnam to London’s busy professionals. Initially operating on a grab-and-go model with pre-made meals, HOP catered to time-pressed customers seeking quick, flavourful options.​

Challenges

As customer preferences evolved, HOP faced increasing demands for meal customisation. Approximately 30% to 40% of transaction requests involved personalised dishes. This trend clashed with their pre-made meal approach, leading to operational inefficiencies.​

HOP’s fragmented technology stack also resulted in long queues during peak hours, deterring potential customers during crucial lunch periods. Labour costs were also a concern, consuming about 35% of sales and hindering growth aspirations.​

Solution

To address these challenges, HOP partnered with Vita Mojo to implement a comprehensive digital ordering and kitchen management system. This integrated solution streamlined operations by unifying digital ordering, POS, loyalty programs, kitchen management, and analytics into a single platform.​

Transitioning to a made-to-order model, HOP introduced digital kiosks and a click-and-collect service, allowing customers to customise meals easily. The restaurant layout was redesigned to enhance the customer journey, featuring welcoming ordering stations and spacious collection areas.​

Vita Mojo’s innovative technology enabled us to reimagine HOP with lower running costs, higher ATV, and unrivalled customisation for our customers. This is the restaurant model of the future. It’s a real win-win.
Paul Hopper,
Founder, HOP

Results

The collaboration led to significant improvements:​

  • 35% reduction in labour costs: Streamlined operations and efficient staff deployment reduced labour expenses.​
  • 20% increase in average transaction value (ATV): Digital menus encouraged customers to spend more time browsing and customising orders, leading to higher spend per transaction.​
  • 20% increase in throughput during peak hours: Enhanced kitchen capacity and order management allowed HOP to serve more customers efficiently.​

The digital transformation also elevated the guest experience. Customers appreciated the convenience of ordering, paying, and collecting food within minutes. The flexibility of the digital menu enabled HOP to quickly adjust offerings, trial new items, and implement promotions to drive sales.​

With these advancements, HOP achieved three consecutive record weeks for throughput and sales in January 2023. The London Wall location now serves over 300 customers per hour, surpassing the previous benchmark of approximately 250.

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