The Stickleback Fish Company | Seafood Wholesaler

Background

Founded more than 21 years ago, The Stickleback Fish Company has grown into one of the UK's leading seafood wholesalers, supplying fresh seafood to over 1,100 customers regionally, alongside a growing national customer base.

Operating a day-one-for-day-two delivery model, the business supplies restaurants, hospitality venues and foodservice operators with high-quality seafood backed by exceptional service and reliability.

As the hospitality industry evolved following Covid, customer expectations and ordering behaviours changed significantly. The team recognised the need to modernise its ordering processes to improve efficiency, maintain accuracy and provide customers with a more flexible ordering experience.

The Challenge

Like many foodservice wholesalers, The Stickleback Fish Company was navigating a changing hospitality landscape.

Following COVID, many customers were operating with smaller teams and fewer chefs. Traditional ways of working had changed, with many kitchens no longer having a dedicated chef's office and staff increasingly relying on mobile technology throughout the working day.

"Since COVID, we've found there are less chefs out there, they're being asked to do more things, perhaps the chef's office doesn't exist anymore, so people are ordering on their phone."

Ross Arnold, Managing Director, Stickleback Fish Company

At the same time, the business wanted to streamline its operations and reduce administrative workload. However, efficiency wasn't the only priority.

Order accuracy was critical.

With large volumes of orders being processed every day, manual order entry created opportunities for human error. The team wanted to ensure customers received accurate orders every time while creating a more scalable process for future growth.

"There was definitely a need to streamline the business and be cost effective. But for me, there was also an accuracy level. Humans naturally make mistakes and providing really accurate orders was incredibly important for us."

Ross Arnold, Managing Director, Stickleback Fish Company

The Solution

The Stickleback Fish Company implemented Orderlion ordering app and AI Inbox to digitise and automate its ordering process.

Customers gained access to a simple ordering app with live pricing, real-time ordering and a complete digital catalogue. Orders could flow directly into the business, reducing manual administration while improving speed and accuracy.

The platform also allowed customers to browse the full product range, discover new products and place orders whenever it suited them, whether in the kitchen, on the move or outside traditional office hours.

Because customers were already familiar with using mobile apps in other areas of their lives, onboarding proved straightforward and adoption was achieved with minimal resistance.

For Stickleback, Orderlion delivered a solution that improved both the customer experience and internal efficiency.

The Results

The transition to digital ordering proved remarkably smooth.

Once customers saw the benefits of live pricing, direct ordering and access to the full product catalogue, adoption happened naturally.

"89% of our customers that we spoke to were already using apps like this in other parts of their lives, so it wasn't too hard for us."

Harry Lumsdon, Commercial Manager, Stickleback Fish Company

One of the most significant benefits was the ability to redeploy staff from administrative roles into customer-facing sales positions.

"We managed to relocate two of our order-taking team members into our sales team. They could focus purely on growing baskets, helping customers out and working with them, whereas beforehand they were purely admin input and output."

Harry Lumsdon, Commercial Manager, Stickleback Fish Company

Rather than spending their time manually processing orders, those employees could now focus on supporting customers, identifying opportunities and driving additional revenue.

The ordering app also created new opportunities for product discovery.

Customers could browse the full seafood catalogue, explore products they hadn't previously ordered and discover new additions to the range.

"The app allowed people to browse the products, perhaps try something they've not tried before, see something they've not seen before."

Ross Arnold, Managing Director, Stickleback Fish Company

As a result, The Stickleback Fish Company experienced a significant increase in average customer spend.

"We saw roughly around a 17% to 18% growth in customer basket spend."

Harry Lumsdon, Commercial Manager, Stickleback Fish Company

The platform also gave the business greater control over customer ordering days, delivery schedules and minimum spend requirements, helping improve operational efficiency while supporting profitable growth.

Importantly, digital ordering didn't reduce customer engagement. Instead, it improved the quality of customer conversations.

Rather than spending time taking routine orders, the team could focus on helping customers plan menus, introduce new products and identify opportunities to increase profitability.

"We then use that time to talk to customers in a better way, to plan menus, talk about new products and help them be more profitable and get more fish on the menu."

Ross Arnold, Managing Director, Stickleback Fish Company

By removing administration from the process, the team was able to spend more time doing what they do best: helping customers succeed.

Key Results

• Increased average customer basket spend by 17-18%
• Redeployed two full-time order-taking employees into sales roles
• Improved order accuracy and reduced manual errors
• Reduced administrative workload across the business
• Successfully onboarded customers to digital ordering with minimal resistance
• Increased product discovery across the catalogue
• Improved customer ordering experience
• Greater operational efficiency
• Better management of customer ordering days and minimum spend requirements
• More meaningful customer conversations focused on menus, products and profitability
• Successful partnership with Orderlion for more than 2.5 years

Client Perspective

"There's always a fear of losing touch if you're not speaking to everybody for every order. But actually, we now use that time to talk to customers in a better way, to plan menus, talk about new products and help customers be more profitable."

"We've been working with Orderlion for two and a half years and everything they've promised, they've delivered. They've been a fantastic partner to work with."

Ross Arnold, Managing Director, Stickleback Fish Company

Looking Forward

Technology continues to play an increasingly important role in hospitality and foodservice, and The Stickleback Fish Company remains committed to providing customers with a modern, efficient ordering experience.

With a proven digital ordering process in place, a stronger focus on customer growth and a trusted technology partner supporting the business, the company is well positioned for continued expansion.

Having worked together for more than two and a half years, The Stickleback Fish Company continues to see Orderlion as an important part of its long-term growth strategy.

Bottom Line

Orderlion helped The Stickleback Fish Company improve order accuracy, streamline order processing and unlock new growth opportunities.

The result is a business that has increased customer basket spend by 17-18%, redeployed two full-time employees into sales roles and created stronger, more valuable customer relationships, all while continuing to grow.

Want to see what Orderlion could do for you?

Whether you're a seafood wholesaler, foodservice supplier or food and beverage distributor, Orderlion can help you automate order processing, improve efficiency and unlock new growth opportunities.

Book a personalised demo today and discover how Orderlion can transform your wholesale operation.