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In 2005, Geoff and Stephen identified that the management of canteens was becoming increasingly difficult for schools, as they struggled with issues such as:
- Adherence to changing health regulations
- The diminishing parent volunteer numbers
- The rising running costs of canteen
- The increased focus on healthy eating and food quality
The brothers saw an opportunity to provide an online ordering and payment solution that allowed school canteens to streamline their operations. FlexiSchools partners with school canteens, both volunteer-run and commercial, to provide a simple and efficient way of receiving, processing and fulfilling daily lunch orders, over the internet or using prepaid cards at the counter.
General Manager, Stephen says the biggest challenge that the business faced was that it was such a departure from the traditional model used by school canteens. He says, “When we launched FlexiSchools in 2008, it was an entirely new concept and we had to work quickly to create an awareness of our service. We knew that ‘marketing’ in the traditional sense was not an option, as parents are understandably wary when it comes to services that involve their children. It was clear to us that parents' trust would be won or lost in the conversations at the school gate. In school communities, word-of-mouth travels fast.”
Stephen continues, “We decided to focus our energy on making the website easy to use, and creating customer service systems that exceeded people's expectations. By enticing the early adopters onto the system and giving them a positive experience, we found that word-of-mouth prevailed. In 18 months we had grown from servicing one school to over 120.”
Orders are placed online up until the morning of delivery, and weekly meal schedules can be created, so parents can “set and forget” and be assured their child’s needs are well cared for.
Orders can include specific instructions, such as ingredients for sandwiches or salads, while the price is automatically calculated for each option. The orders are sent straight into the canteen and labels are automatically printed, saving hours for canteen staff and reducing the burden on volunteers.
From the first day of operation, FlexiSchools has experienced no system down-time, nor has it ‘lost’ a single order (out of almost half a million). The online ordering system is fast and intuitive to use, and payment can be made using the FlexiSchools’ Student Card, which allows students to order meals at the cafeteria, and then have the card swiped and verified at the register.
Stephen says that over recent times, competitors have begun to arrive but he believes FlexiSchools will continue to dominate the market because of its robust, reliable and professional service. He says, “We believe our professionalism gives our clients a sense of ease and security when dealing with us.”
The business is currently undergoing rapid expansion across the country and it has schools from Western Australia, up to Far North Queensland, and stretching right across the other states. FlexiSchools will be launching up to 200 new schools this year, as well as building on our recent success in some University Colleges. Stephen says, “Luckily, we've got a fantastic team that is really dedicated and competent - it's going to be a fast-paced and exciting year.”
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