Serving Hundreds of Orders a Day. On Time. Error-Free.
Food Service
Serving Hundreds of Orders a Day.
On Time. Error-Free.
Delice de France supplies over 900 bakery and food service products to 21,000+ customer accounts across the UK. When last-minute hotel and cafe orders are the norm, your ordering platform cannot be the bottleneck. Cloudfy made sure it never is.
Client
Delice de France
Solution
B2B Ecommerce Replatforming
ERP Integration
Microsoft Dynamics F&O
Sector
Food Service and Bakery
The Challenge
Time-Sensitive Ordering at Scale Is Unforgiving
When your customers are hotel kitchens and busy cafes placing last-minute top-up orders, a slow or complicated portal is not an inconvenience. It is lost revenue and a damaged relationship. Delice de France needed a platform built for that operational reality.
01
Peak-Volume Order Handling
Hundreds of orders arrive daily, concentrated around tight delivery windows. The previous system could not absorb demand peaks without slowing down or introducing errors into order processing.
Operational Pressure
02
Delivery Route Logic Across the UK
Different customers in different regions have different ordering cut-off times tied to delivery routes. Managing that logic manually, across 21,000 accounts, was creating costly mistakes and exception handling overhead.
Fulfilment Complexity
03
A Large Catalogue Managed In-House
With over 900 products, regular new launches, and seasonal ranges, the internal team needed to manage the site themselves without relying on developers for every catalogue update, pricing change or promotion.
Content Ownership
About the Client
Award-Winning Food Service, 900 Products, 21,000 Accounts
Delice de France supplies fine frozen bakery goods, chilled items, beverages and ice cream to food service and retail partners across the UK. Their award-winning range includes speciality breads, burger carriers, savoury items, layer cakes and cookies , with new products regularly developed from customer preference data and market insight.
Following a management buyout from ARYZTA in 2019, the business has accelerated product development while simultaneously needing to modernise how its trade customers place orders. A new ecommerce platform was essential to support that ambition without adding internal resource.
The Outcome Cloudfy Was Built Around
Cloudfy delivered a scalable replatforming solution that handles peak order volumes, enforces delivery route logic, integrates directly with Dynamics F&O, and gives the internal team full control of the catalogue without developer dependency.
Our Approach
Built Around How the Business Actually Operates
Cloudfy mapped the real operational constraints before a single line of code was written. Delivery windows, customer hierarchies, pricing rules and catalogue ownership needs were all scoped and solved, not retrofitted.
01
Delivery Route Configuration and Cut-Off Logic
Every registered customer on the platform sees ordering cut-off times that correspond to their specific delivery route. The system enforces this automatically, preventing orders that cannot be fulfilled on the customer's expected delivery day, reducing exceptions and improving customer confidence in the platform.
02
Customer Data Migration and Reorder Experience
Existing customer records and purchase histories were transferred cleanly into the new platform at go-live. Returning customers could reorder from their history immediately, reducing the friction that causes churn during platform transitions and protecting existing account relationships.
03
Product Comparison Tool and Catalogue Management
A bespoke product comparison tool was built into the platform, allowing customers to compare up to three similar products side by side before ordering. This supports more informed purchasing decisions and provides Delice de France with valuable insight into product preference patterns that feeds new product development.
04
Flexible Pricing and Contract Management
Cloudfy's out-of-the-box contract pricing engine applies customer-specific pricing automatically. Volume-based discounts, minimum order quantities and pre-negotiated contract rates are configured per account and enforced at checkout, removing a common source of errors and disputes.
ERP Integration
Microsoft Dynamics F&O: The Source of Truth for Every Order
Cloudfy integrates directly with Microsoft Dynamics Finance and Operations, meaning the ecommerce layer never holds pricing or inventory data independently. Every order placed on the platform is validated against live Dynamics data and flows into the ERP automatically with no manual step between customer checkout and order processing.
In-house teams see online orders the moment they are placed. Customers can check their account, track orders and view invoices at any time, without contacting customer services.
The Results
Measurable Outcomes, Not Promises
These are the operational and commercial improvements Delice de France achieved after going live on Cloudfy.
"Delice de France came to us with a clear operational challenge: hundreds of time-critical orders every day, 21,000 customer accounts, tight delivery windows tied to regional routes, and a catalogue of over 900 products that the internal team needed to own and manage themselves. We built the solution around how their business actually works. The result is a platform that handles peak volumes without friction, enforces delivery logic automatically, and gives their customers the 24/7 self-service experience that food service buyers expect."
What Comes Next
The Platform Grows With the Business
Cloudfy is already in place and operational. These capabilities are ready to activate as Delice de France’s digital ambition evolves, without rebuilding anything from scratch.
Next Step 01
EDI and PunchOut for Larger Accounts
Enterprise hotel groups and large food service chains use procurement systems such as SAP Ariba and Coupa. Native EDI and PunchOut integration will embed Delice de France directly into their purchasing workflows, reducing ordering friction and increasing order frequency from high-value accounts.
Next Step 02
Advanced Personalisation and Marketing
Cloudfy's personalisation engine allows targeted product recommendations, account-specific promotions and behavioural merchandising based on order history. Activating these features will increase average order value and surface new product lines to buyers who are most likely to convert.
Next Step 03
Expanded Customer Insight and Reporting
Richer order history analytics and product preference data from the comparison tool will be used to inform the new product development pipeline. Connecting ecommerce behaviour to commercial decision-making gives the business a competitive advantage in a fast-moving sector.
See Cloudfy Running Your Food Service Operation.
We will show you how Cloudfy handles your delivery logic, customer pricing and order volumes using your ERP as the starting point. No generic slide decks.
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