# How Rogue Sarnies Built a Fully Digital Food Business - From Day One

> How Rogue Sarnies opened with Storekit from day one - £20K+ saved on staff, 50K+ email subscribers, and online, kiosk, and catering on one platform.

Canonical: https://storekit.com/case-studies/rogue-sarnies  
Last updated: 2026-05-20

|  |  |
| --- | --- |
| Locations | 1 |
| Cities | Bethnal Green, London |
| Segment | Premium QSR / sandwich bar |
| Before Storekit | Nothing - opened with Storekit from day one. No legacy ordering, kiosk, or catering stack. |
| Online ordering | Storekit |
| Kiosk | Storekit |
| Catering | Storekit |
| Payments | Storekit Payments |
| Catering deliveries | Pedal Me |

- **£20K+** saved per year - no order-taking staff required
- **50K+** email subscribers driving repeat revenue
- **3** channels on one system: online, kiosk, and catering

Rogue Sarnies had a real constraint: a wood-fired oven and 150 sandwiches a day. That was the ceiling. A small unit, a tight operation, and a new brand that could not afford to waste a single sandwich.

## Built lean before day one

Walk-in traffic would have broken the model. Without a way to cap and control demand, they would either run out mid-service or hire someone just to stand at the counter managing the chaos. Neither worked.

## The problem

Capacity was physically capped. The kitchen could not absorb extra orders, guesswork, or queues. Every sandwich had to be accounted for before service started.

> Pre-orders meant we controlled exactly what went out - and when.

## The shift

They did not switch to Storekit. They opened with it. This was not about replacing a legacy system - it was about building the right foundation before launch.

A pre-order, click & collect model was the only way the operation made sense. Customers order ahead. Storekit caps the day. Staff make sandwiches. Nothing gets wasted. Nobody gets turned away.

## The solution

Pre-order click & collect through Storekit. 100% of revenue, from the start. Customers order online. Production is controlled. The oven is never overwhelmed.

No guesswork. No queues. No member of staff standing there taking orders.

- Kiosk on an iPad - same system, menu updates from the dashboard push straight to the screen
- Catering for platters and corporate orders - a net-new revenue channel on the same platform
- Storekit Payments across every channel

When they moved to a larger unit in Bethnal Green - more space, more capacity - the model evolved with it. One system. Three revenue streams.

## The impact

Staff savings landed at £20,000+ per year with no dedicated order-taking role. Menu changes in the dashboard auto-sync to kiosk - zero manual updates. More than 50,000 email subscribers now fuel events, specials, collabs, and merch drops.

Catering is live as a new revenue stream, including B2B corporate orders. The business grew from a small conservatory to a full standalone location - and the infrastructure scaled with it.

## What this actually means

Rogue Sarnies did not use technology to fix a broken process. They built the process around it. From day one, every order was digital. Every channel runs through one system.

That is not an upgrade story. That is a blueprint for brands planning to build lean and scale without adding complexity.

> We opened with Storekit. I don't think we could have made the model work without it. The oven could only do 150 a day. If people just walked in, it would have been chaos. Pre-orders meant we controlled exactly what went out - and when. Now we're in a bigger site with the kiosk and catering running too. Same system. More channels. It just runs.
>
> - Freddie Sheen, Co-Founder

One platform. Zero order-taking staff. Three revenue channels.

## Related

- [Pedal Me](https://storekit.com/integrations/pedal-me)