Crosstown Doughnuts founder launches new Deliveroo rival in London

Following three years of development and beta testing, today Crosstown co-founder JP Then launches Slerp, an on-demand ordering technology designed to enable retail operators to take control of the customer journey for store pick-up and immediate delivery orders. The technology launches with three award-winning brands based in London who have been beta-testing the technology; CrosstownHummingbird Bakery and Gelupo.

With the value of purchases made on-demand seeing 150% compound year-on-year growth in 2018, Slerp offers retailers a viable direct-to-consumer solution for on-demand pick-up and delivery. The technology integrates directly into a retailers existing website, enabling the business to retain complete control of their brand, their customer experience and their customer data.

Slerp is offered to brands through a subscription and commission-based model, which can be used in replacement or alongside online marketplaces directly from the brand’s website. This new technology will help brands create a new revenue stream directly with their customers, whilst utilising existing physical retail store space. Delivery can be fulfilled from a store or a warehouse by Slerp’s delivery partner.

“The idea for Slerp was born out of a real business need to own the customer relationship, and sweat the retail space we had,” says Then. “It was clear back in 2016 that there was an opportunity for on-demand to become a significant revenue stream for Crosstown yet we didn’t have the technology to offer it directly. We were nervous about the inability to control our online presence through the marketplaces and the viability as commissions kept creeping up. We wanted to own the customer relationship, the checkout experience and have a sustainable model so that the Crosstown brand could thrive and own its online destiny. Now, we’re forecasting that digital revenue will account for more than 20% of our total business.”

“There is a nervousness amongst operators about how they can make their retail premises work harder and smarter – Slerp directly answers that. Unlike a marketplace, we’re not building a consumer brand, so we can offer a truly affordable model with fair commission rates so our partners can grow their on-demand sales channel directly, and know who their customers actually are.”

Slerp’s users have control of the ordering and delivery process from start to finish:

  • Control of branding and photography of product with a fully customisable SlerpSpace that is integrated into an existing website
  • Control of inventory with a dynamic stock management system, which instantly updates
  • Control of order and location settings, to learn and grow with each transaction, for multi-site brands with 1-100+ stores
  • Control of data, allowing brands to own and look after your customers directly
  • Control of customer service, putting decisions around issue resolution in the operator’s hands

Slerp has been testing its technology with its founder’s successful business, Crosstown, since January 2017, and has developed a solution to on-demand ordering and delivery that caters to retailers needs. This detailed insight means that the technology has been created with operator needs at its core, which has informed a dedicated support service for all Slerp businesses, including onboarding, ongoing technical, and advice to fuel online growth.

Colin Rendell, operations director of The Hummingbird Bakery, commented: ‘As a bakery business in a competitive London marketplace, we need to be available to our customers as and when they need fresh baking and sometimes this can be last minute, like a celebration cake or impromptu office order. Integrating SLERP into our existing website was seamless and we found it provides on-demand ordering quickly and conveniently as promised, facilitating an intuitive journey for customers to order immediately for pick up at their nearest bakery or delivery. This is a step in the right direction as far as meeting customer demand is concerned and we are already seeing SLERP as a welcome addition to our other revenue channels and website ordering system.

Slerp is launching with premium, independent London-based retailers, and its technology is available nationwide, supported by its delivery partner’s network. Operators can register their interest at

The pricing model is based on fixed 1.4% + 20p card transaction and customisable courier fees, and is available in short and long term contracts as follows:

  • Flexible – £99/ month (discounted to £45 at launch), with 10% order value commission, 1 month term
  • Growth – £59/ month (discounted to £29 at launch) with 8.5% order value commission, 12 month term
  • Partner – £59/ month (discounted to £29 at launch) with 7.5% order value commission, 24 month term