"Modern, inspiring and useful!"


About Menigo Foodservice

Menigo offers a wide assortment of food, drink and restaurant equipment and want to be the partner of choice for all restaurateurs and service dealers in Sweden. Menigo is owned by Europe's largest foodservice operator, Brakes Group. They have more than 16 000 customers, 31 000 products in stock and approximately 900 employees and a turnover of 5 billion SEK.

The assignment

Spring 2011 Menigo was ready to take their e-commerce to the next level and gave Avensia the assignment to further develop the existing e-commerce solution, which began to get quite old. Above all Menigo wanted to offer their corporate customers a modern e-commerce site with excellent usability that inspired customers to purchase. Scalability and performance were important keywords as well. Menigo has to cope with increased demands from a large and constantly growing assortment and number of market channels.

"The challenge for Avensia was primarily to create an interface that inspired new buying habits and thus increasing the conversion rate for the site. We also needed to find a way to highlight the incredibly broad, and partly complex, assortment in a more attractive way, while also keeping fast order punching for advanced customers. " says Mats Näs, project manager at Avensia.

At the beginning of March 2012 the new site was launched as planned and customer feedback has been extremely positive.

"Very successful launch, where customers have enjoyed the enhanced features compared to the old web shop. That we show images and product has been very well received. Our customers are fond of the new feature with quick orders. They notice clear efficiencies when ordering goods. Simplified order management is helping customers getting a better idea of what is ordered and avoid errors when ordering", says Per Andersson, head of IT at Menigo.

Four questions to Per Andersson, Head of IT Menigo Foodservice

1. After the launch of the new site, what is your experience of customers response?
Very positive. Customers are praising our simple and quick web shop.

2. How have your visitors' behavior changed with the new site?
Visitors can more easily find the products they want to order in Menigos large product offering.

3. How do you perceive cooperation with Avensia?
Simple and safe. They have been punctual with high quality deliveries.

4. What a change on the site is the primary increase your conversion rate?
The search function of Menigos product offerings helps customers find what they want and enables easy filtering of searches that generate large results. The fact that we now also offer Menigos complete assortment, from food and beverage equipment for food service and restaurant, has a positive effect on sales.