KRUSH Brands tech-forward approach reaps benefits
Because of the current situation and lockdown in most countries around the world, the food and beverage (F&B) sector is severely impacted. As a result of, social distancing – which is the recommended approach by all international health organisations – dine-in has been disrupted.
However, food delivery is still allowed.
“People need to eat, and according to the World Health Organisation (WHO), there is no evidence that food is a source of COVID-19 transmission. Until the requirement for social distancing changes, delivery and drive-thru will be the best form of food commerce,” opines Ian Ohan, founder and CEO of KRUSH Brands.
KRUSH Brands owns and operates home-grown brands Freedom
Pizza, Wildflower Poke & More,
Coco Yogo Vegan Kitchen and the Salad Jar. A tech-forward company, KRUSH Brands also owns Big Dwarf Food Technology that develops its proprietary digital, online ordering, operating and delivery platforms.
All KRUSH Brands concepts are ‘Powered by Freedom’, the company’s proprietary technology and delivery platform with its fleet of over 200 professional delivery drivers.
In the current situation, KRUSH Brands is leveraging one of its biggest strengths – technology – to operate without glitches.
“We consider ourselves very fortunate in that we own our entire value chain from online ordering to the professional delivery fleet. We are also one of the few industries that have specifically been allowed to remain open. It is now incumbent upon us, and we are working on ways to utilise our technology. Also, a delivery platform to help some of our industry peers who have had to close their restaurants. We are trying to keep their employees paid and economically productive members of our society. We have also waived off delivery charges to customers,”
Ohan observes.
“Our digital ordering platforms provide a direct purchase and communication channel for our customers. We continue to develop and roll-out new features on our platform. For example, we have launched a digital Teacher’s Club on our Salad Jar platform, and in, progress for Wildflower to support our teachers who will be broadcasting their lectures online,” he adds.
He confirms that sales have been erratic since the beginning of the crisis, which the KRUSH Brands’ team is monitoring closely. But KRUSH Brands’ catering school’s business has been disrupted.
When asked if lockdown is impacting supply of raw materials,
Ohan says, “We have not had any supply chain disruptions to date. It seems reasonable to assume that there may be some temporary delays going forward. We are in close contact with our suppliers to keep abreast of potential disruptions.”
According to Ohan, some business-critical and humanistic decisions include being adequately informed, clear and regular communication with customers, employees and stakeholders. “Importantly, we have equipped our employees with protective equipment and knowledge on maintaining a safe working environment.”
In summation, Ohan emphasises, “Our focus at the moment is not on short-term profitability. There is something much bigger happening out there, and we need to help and support each other. We are all getting used to a new way of life making patience, understanding, empathy and compassion important in everything we do. I am very encouraged by the aggressive global response to the situation by the UAE Government and many international governments. I am inspired as I see the world coming together to figure this out. We are an innovative, resilient and powerful species. This too shall pass!”