Case Study - Grey Gum Café
Strategic digital channel expansion to grow merchandise sales beyond on-site visits
Prepared by: Infinikey Solutions
CLIENT
- Grey Gum Café
INDUSTRY
- Hospitality and retail
LOCATION
- Sydney | Australia
ENGAGEMENT FOCUS: Revenue growth + customer convenience
KEY SERVICES: Growth strategy, digital commerce direction, customer journey improvement
TOOLS / PLATFORMS: Website, mobile app, e-commerce storefront, partner catalogue, campaigns
Impact snapshot
Grey Gum Café is a well-known biker café in Sydney with strong brand loyalty, but its remote location limited merchandise sales and made it inconvenient for riders to carry apparel and branded items during rides. The business wanted to reduce its dependence on location-based sales and create a more reliable path to revenue beyond on-site visits.
- Utilisation uplift 35 %
- ROI payback 9 months
- Revenue streams Online + Partners
- Customer reach Beyond site
- Customer experience App enabled
Challenges
- Merchandise sales were too closely tied to physical foot traffic and on-site purchases.
- Customers were interested in apparel and branded items, but many riders had limited carrying capacity on their bikes.
- The café needed a more scalable way to convert existing brand demand into ongoing sales.
- Digital channels were not yet structured to support browsing, purchasing and customer engagement at scale.
Our approach
- Identified a channel expansion opportunity that could extend the customer journey beyond the café itself.
- Shaped a digital commerce model that complemented the on-site experience rather than replacing it.
- Used digital delivery as an enabler of a broader commercial strategy focused on convenience, accessibility and repeatable revenue.
- Provided strategic guidance on how the website, app and supporting campaigns could work together as part of a more resilient growth model.
What we delivered
- Strategic direction for expanding merchandise sales beyond the physical site.
- Customer journey improvements to make the brand easier to engage with before, during and after a visit.
- Digital commerce direction supported by a refreshed website experience, e-commerce capability and a mobile app.
- Operational guidance for managing orders, fulfilment and customer communications across the new channels.
Results & impact
- Improved resource utilisation by 35% through more streamlined digital ordering and reduced manual coordination.
- Achieved ROI recovery in approximately nine months.
- Expanded revenue streams through online merchandise and partner product sales.
- Broadened customer reach beyond the café’s physical location and created a more flexible growth foundation.