How Nash Helped Sticky Rice Slash Costs by 60%, Boost Sales, and Nail Deliveries

About Sticky Rice

Sticky Rice, founded by Kritsana Moungkeow, is a testament to her journey from Thailand to Chicago and her dedication to authentic Thai flavors. After relocating to the Windy City, Kritsana initially made her mark by crafting and selling Northern Thai sauces and sticky rice from her home. These homemade specialties quickly gained traction among locals and were soon placed on the shelves of Thai grocery stores.

Recognizing the demand for genuine Northern Thai cuisine, Kritsana made the bold move of transitioning from merely selling products to opening her own brick-and-mortar restaurant, Sticky Rice. The establishment sets itself apart by emphasizing Northern Thai dishes, a unique offering that distinguishes it from typical Thai eateries in the city. Sticky Rice serves authentic Thai sausage, which became a fan favorite and remains one of their most popular dishes today.

We spoke with Jan Purananda, the Operations Manager at Sticky Rice and Kritsana’s daughter. Jan oversees delivery logistics (among many other things), ensuring that dishes reach customers hot and on time, every time.

The Challenges

As Sticky Rice expanded its customer base in the greater Chicago area, the challenges associated with delivery services became increasingly evident. When orders fell outside their in-house delivery radius, they turned to larger gig fleets. But as a small restaurant, this situation was especially taxing as these providers charged hefty commissions, taking a large percentage and significantly reducing Sticky Rice's revenue despite a high volume of orders.

In their quest for a more efficient solution, Sticky Rice was introduced to Nash by their online ordering company, Ordering360.

Ordering360 assists merchants by helping them establish a solid online presence via a website and digital menu. They highly emphasize the ability to have customers order directly from the merchant’s website instead of the third-party platforms (3PLs) and encourage merchants to use their tools and offerings to take back the power from the 3PLs. When customers place orders via the restaurant’s websites, the orders flow to the Nash dashboard, where they are paired with a driver for delivery.

What makes Nash particularly attractive for Sticky Rice is its straightforward pricing model. Nash charges only a set, small delivery fee per order—no commissions included.

Nash removes the need for Sticky Rice to source its own delivery provider by giving them access to a network of delivery providers in Chicago. The Nash platform also allows both the restaurant and customers to track orders from pickup to delivery, regardless of which delivery provider is dispatched, a feature that was sorely missed with previous partners.

The ability to extend delivery up to five miles and as a result reaching customers outside their immediate area, was another selling point. Given how Nash was a cost-effective and efficient platform, Sticky Rice chose to partner with them without exploring other options.

How Nash Helps

Nash and Sticky Rice in Numbers*

• 60% saved in delivery fees
• 12% increase in delivery orders
• 99% package delivery completion rate

*3 month period between June and August 2023

1. Cost Savings and Predictable Costs

3PLs, with their high commissions based on order value, were eating into Sticky Rice's profits. This made it challenging for Jan and the team to forecast monthly expenditures accurately. This unpredictability in operational costs meant less room for growth, innovation, and expanding their reach to new customers.

Enter Nash's per-order charge method. This model is a game-changer for Sticky Rice. Not only are they saving up to 60% on delivery fees, they now have a transparent and predictable cost structure. This allows Sticky Rice to budget more effectively, allocate resources efficiently, and channel savings into areas that matter most, like expanding the menu or promoting their renowned northern Thai sausage more aggressively.

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“Nash is very cost effective. We prefer to spend a couple of hundreds instead of a couple of 1000s on deliveries. The savings help us focus on expanding other parts of the business.”

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2. Expanded Customer Reach and Increased Order Volume

By extending their delivery range up to five miles, Sticky Rice unlocks the potential of a broader customer base in Chicago. Not only do their loyal patrons enjoy the improved services, but this move also draws in a fresh segment of the population previously unfamiliar with Sticky Rice's offerings. As a result, the restaurant is experiencing a notable 12% surge in order volume, translating directly into heightened revenue.

To power delivery on all fronts, Sticky Rice recently added their Bucktown-based sister restaurant, Sweet Rice, to the Nash platform. Now both restaurants are delivering with unmatched efficiency across Chicago, paving the path for continued growth.

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“Before Nash, we were limited in our reach. Now, we’re serving more happy customers across Chicago, and the increase in order volume is a testament to that.”

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3. Enhanced Customer Satisfaction and Loyalty

With order tracking capabilities provided by Nash, Sticky Rice's customers enjoy a transparent delivery experience. Regardless of which delivery provider has been dispatched via Nash, there’s complete visibility and live tracking from pickup to delivery. Knowing exactly when their authentic Thai dish will arrive significantly elevates customer satisfaction, while giving Sticky Rice peace of mind as well.

Today, Sticky Rice relishes in being a reliable mainstay for hungry folks across Chicago.  Boasting a 99% delivery completion rate, nearly every delivery order placed at Sticky Rice successfully makes its way to the customer, earning greater customer retention and loyalty.  

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4. Improved Operations

With the cumbersome task of coordinating with multiple small delivery service providers eliminated, the operational workflow at Sticky Rice is now more streamlined. This efficient system means less stress and confusion for the team, boosting morale.

With staff more focused and happier, the overall restaurant environment is more productive and harmonious.

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“Our team now spends less time on delivery issues and more time ensuring our customers get the best Northern Thai experience. We can focus on the food.”

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Conclusion

Nash's comprehensive delivery platform has been a catalyst for Sticky Rice. Challenges like delivery punctuality, expensive delivery commissions, and operational hiccups have been replaced with efficiency, cost savings, and growth.

Sticky Rice’s partnership with Nash is a testament to how the right solution can change the game. With plans to expand and introduce new dishes, Sticky Rice is confident that its delivery concerns are a thing of the past, thanks to Nash.

A key part of this success story is also the introduction to Nash by their online ordering company, Ordering360. Ordering360 has proven its commitment to helping restaurants maintain a strong online presence and reclaim power from 3PLs. Together, Nash and Ordering360 offer restaurants like Sticky Rice the tools and partnerships necessary to succeed in today's competitive food delivery market.