Creams, a leading UK dessert chain, has launched its own delivery platform, Creams Direct. Customers will now be able to order directly via the Creams app which has been upgraded to facilitate the service.
The app will not only allow customers to order the full Creams menu, but also collect loyalty points in Creams’ loyalty programme, until now only possible for dine in. The service will be available across 70 per cent of stores nationwide with complete roll out by early next year.
With 45 per cent of Creams’ customers ordering via delivery, it anticipates Creams Direct will be instrumental in boosting franchisees’ bottom lines resulting in increased profitability, as well as encouraging the opening of further stores.
Creams said the platform will also limit delays in orders reaching customers and ensure better product quality on delivery.
In order to implement the app Creams added that it has significantly updated its ‘tech-stack’, bringing in more secure, future proof point of sale and inventory management systems, and switching its provider to allow for greater functionality and multi-channel access.
‘A better experience without raising prices’
Everett Fieldgate, chief executive of Creams Cafe, commented: “We are extremely excited to be adding Creams Direct as a new way for customers to access their beloved sweet treats, and a better experience to our customers, without raising prices.
“With the whole industry facing pressures from inflation, profitability has never been more important, and Creams Direct will allow us to deliver better profitability to our franchisees and give us the strategic edge to support our expansion plans in the UK and beyond.”
The Creams franchise, founded in 2008, offers a wide range of freshly prepared desserts including doughnuts, crêpes, sundaes and waffles, all featuring its own gelato.
Posted: 17th September, 2025