FreshRoute
Delivery orchestration platform that cut last-mile cost by 31% for a Series B ghost kitchen network across 12 locations.
The Challenge
FreshRoute was spending $4.20 per delivery across a mix of third-party DSPs with zero visibility into which provider performed best for which zones or time windows. Each of their 12 kitchen locations managed deliveries independently through separate tablets. No unified view, no cost optimization, and 15% of orders were arriving late — killing customer retention across their 4 virtual brands.
Our Approach
Multi-DSP abstraction layer normalizing APIs across DoorDash Drive, Uber Direct, and 3 regional fleet providers into a single routing interface
Real-time cost optimization engine scoring each DSP on price, proximity, historical on-time rate, and current surge pricing before assigning orders
WebSocket-driven tracking system aggregating driver GPS data from 5 sources into a unified, sub-5s update feed for the ops dashboard
Demand forecasting pipeline using 8 weeks of historical order data to predict volume by location/hour and pre-position in-house drivers
Results
Delivery Cost Reduction
Late Delivery Rate
Orders / Week Processed
“We went from drowning in delivery tablets to having a single command center for all 12 kitchens. The cost savings alone paid for the entire project in the first quarter. alphabench understood our operations better than vendors who'd been in food-tech for years.”
Maria Torres
VP of Operations, FreshRoute
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