The AI Advantage: How T. Quality Drives Growth with Choco
As the business expanded beyond its fish and chip roots into restaurants, bistros and care homes, pressure on its sales operation grew. Experienced sales advisors were handling up to 100 calls a day, and the model was starting to strain. Their goal was simple: technology should help, not hinder.
With Choco, what started as a way to make ordering easier quickly became something much bigger, helping T. Quality scale their sales operation, improve efficiency across teams, and handle more customers without adding pressure.
Ordering, made simple
The T. Quality website worked, but it was not built for the rhythm of foodservice. These businesses don’t run on a 9-to-5 schedule, and they don’t have time for a clunky checkout.
Choco gave them an eCommerce app that mirrors the simplicity their customers expect from Just Eat or Deliveroo. Browse the (online) shop, add items to their cart, and easily place the order in seconds.
Today, every registered T. Quality customer is on Choco, whether they order via app, web or phone. That has unlocked something the team never had before: complete visibility across their entire customer base, with fast, always-on ordering.
"It has helped us grow into new markets and strengthen relationships with existing customers by giving us another way to communicate. Today, over 20% of our customers come from non-core segments, and that’s growing quickly."
Field sales, reinvented
The biggest shift has been on the road.
Reps used to drive into a town, visit eight or nine known accounts, then walk the high street looking for prospects. Now, each rep spends one dedicated day a week off the road, using Choco SalesHub and its AI prospecting feature to build a working list of 100 leads.
From those 100, the team narrows down to 30, then to around five hot prospects, while weaker leads are archived and the pipeline is continuously topped up. Across nine field reps in the UK, that is around 900 active prospects flowing through SalesHub at any time, all tracked and visible to managers and directors.
“With Choco, they’re not walking in blind anymore. They’ve got something to talk about before they even walk through the door.”
AI Quoting, at speed
Quoting is a daily part of the business, especially in seasonal markets where customers are open for short periods and prices are constantly being compared and adjusted.
T. Quality is now testing Choco’s new AI Quoting tool Reps can build a quote in the field and have it picked up instantly by the office, with full visibility across teams. Margin-based quoting adds tighter control over pricing and profit, helping the team stay competitive without losing margin.
Phillip Chapman, Digital Manager at T. Quality, calls it “an absolute game-changer.”
Customer support has been just as important. When issues come up, the Choco team responds quickly, acknowledges requests, and keeps T. Quality updated through to resolution.
For Phill, that level of responsiveness makes a real difference day to day. It means he always has an answer for his team and can keep things moving without delay.
Together, it reflects the same principle across the business: technology should help, not hinder, while still delivering the level of service customers expect.
“We've moved a lot of the team's targets and KPIs onto Choco. Weekly and monthly reports go to me, then to the directors, then straight to the board. That's what we measure performance against now.”
Transform Your Quoting with AI
Choco SalesHub helps food distribution sales teams automate quoting, close deals faster, and spend less time on manual work.