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Ordering channels

Orders arrive many ways. They all need one place to land.

WhatsApp, a phone call, a voicemail, an email, a web form, a pad by the till - and most of it after the office has shut for the night.

B2B food ordering software takes an order however a kitchen sends it - WhatsApp text, a voicemail, an email, a photo of a list, or a web form - and turns each one into priced order lines against the wholesaler's own catalogue. Market Run reads every channel the same way, so it does not matter which one a customer used.

A restaurant does not order the same way every time. The head chef sends a WhatsApp message at ten. The kitchen porter leaves a voicemail because his hands are wet. The office forwards an email nobody has read yet. A new customer fills in the web form because nobody has told them there is a faster way. Most of it arrives after the office has shut for the night. All of it has to become the same thing by morning: a priced line on a picking sheet.

WhatsApp is where most of this happens, and it already has two pages of its own on this site - what the reading and matching does, and how the WhatsApp Business API connection works. This page covers everything else.

A hand holding a phone in a warm kitchen late at night.
Where an order actually starts

Where an order actually comes from

The main oneWhatsApp order processingFree text, a photo of a list, or a voice note - matched to the catalogue and priced automatically.How it connectsThe WhatsApp Business APIWhat works today, what is waiting on Meta, and how the connection works.The overnight onesVoice and voicemailA voice note or a message left on the answering service, read the same way as a typed order.Inbox ordersEmail order automationA typed email, a forwarded thread, a photographed list, a PDF - all read the same way.

Plainly

What it will not do on its own

  • It does not answer the phone itself - someone still types what was said, the same as now.
  • It will not guess a product it has never seen before on a channel it has never seen it on - it asks instead.
  • A bad voicemail transcript or a sideways photo can be hard to read; that line goes into the held-back lane instead of being guessed.
  • It does not run a call centre or a live chat - it reads the channels above, it does not add new ones.

Questions people ask

Does a wholesaler have to pick one ordering channel?
No. Most wholesalers take orders on several channels at once - WhatsApp, a phone call, a voicemail, an email, a web form, a pad by the till. Even one customer might use a different one each night. Market Run reads every channel into the same priced order lines, so it does not matter which one a customer used.
What is B2B food ordering software?
B2B food ordering software takes an order however a business customer sends it, and turns it into a priced order against the seller's own catalogue and stock. The buyer does not have to use a portal or an app built for the seller's convenience.
Do my customers have to change how they order?
No. Nothing changes for the customer, on any channel. A kitchen keeps sending orders exactly as it always has. Reading, pricing and turning the order into work all happens on the wholesaler's side.
Which channel does Market Run read best?
WhatsApp, because most UK food wholesale ordering already happens there, and a held-back line can be asked about on the same thread. Voicemail, email and other channels go into the same system, with the same held-back lane for anything unclear.

Give us one night.

Send us one evening's orders. We run the night next to you. In the morning you compare the two.

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