Mr Consistent

Rapid scaling for a start-up cocktail sensation

Aussie start-up shakes up the summer with consistent homemade cocktail brand.

Sometimes things don’t go exactly to plan. But that doesn’t mean things can’t go extremely well anyway! This is certainly true for Mr Consistent Co-Founders Jarrad, Jeremy and Mikey who, up until 2020, were veterans of the hospitality and entertainment industry, but now find themselves as the leading trio behind one of Australia’s hottest ecommerce, direct to consumer brands.

The idea for the product itself started with a serious problem the guys came up against in their large entertainment venue: how do we get these delicious cocktails out to the crowds faster, at higher volume, without sacrificing on the quality that comes with a handmade speciality drink? Working on a recipe fit for weddings, parties and other events, the team were able to create a perfect solution for their problem. However, only a few short weeks later, that ‘problem’ disappeared… as COVID hit, events stopped, venues were shut down and the hospitality industry very sadly had to close its doors.

The three founding members saw an opportunity by recruiting superstar ecommerce executive Kahrissa Bell to help out. All efforts were pivoted to creating a direct-to-consumer (D2C), online brand to sell their new ‘perfect from home’ cocktail mixers to customers in the local area. Within just two weeks, the website, brand, labelling and product development had taken shape, and Mr Consistent was born.

Just friends and family? More like half the country!

Product strategy was clear: a classic Margarita (who doesn’t love?!), a well executed Bloody Mary (a true test of quality) and a Sours (hardest to recreate from home, usually.) Initially, the idea was just to use the online store to sell to their extended friends and family, a few 10s of orders per week if things went well. Well… their following grew from a few hundred to a few thousand almost overnight. Within the first few weeks of launching, Mr Consistent was getting 100s of orders per week, with both new customers and people coming back for more and more after a great first experience. As we know, the key to building a successful brand is to foster a close relationship with your loyal customers, and this is exactly how the Mr Consistent team approached growth, even while fulfilling orders out of a garage with a fridge!

The dream start continued: the visual nature of the product made it an instant Instagram favourite, and through social media, fantastic branding and word of mouth, more and more customers across the nearby areas began enjoying the Mr Consistent cocktail experience from home in lockdown. As order volumes continued to rise exponentially, handling all the processes with just a small team of four in a garage was no longer feasible.

Professionalising fulfillment to build a better all-round customer experience for the long term.

Such was the extraordinary growth of the brand. The team first moved operations into a former ice cream store they thought could comfortably be their home for the next 2-3 years. They outgrew it in 6 months. It was all hands to the pump to keep up with demand: long shifts for their team members, sometimes working 7 am to midnight to pack all the orders to ensure they met delivery promises. The team was highly conscious of keeping that Consistent message in their service and their products. However, as their popularity increased, even with a team of 10, they struggled to pack 100 orders a day. Finding the right stock to pack, keeping track of inventory, and overall efficiency of processes were all holding them back.

Problem areas to address:

• Paper must go! The team members were printing pick lists and stapling together labels by hand just to try and find the items for one order at a time.
• Improve warehouse layout and remove ‘human knowledge’ requirement.
• Cut out overselling / out of stocks.
• Scalability.

Thanks for all of your help along the way, we couldn’t have gotten through Black Friday Cyber Monday without Peoplevox!

Kahrissa Bell
General Manager ,Mr Consistent

Implementing Peoplevox WMS

Mr Consistent got in touch with us as they’d seen our work with fashion brands like Showpo and Princess Polly across Australia. They knew our platform enables businesses to scale up to handle 1000s of orders per day while keeping things smooth for the end customer. The first challenge for our working partnership was a tight deadline. Mr Consistent needed to be live on a new WMS as soon as possible, especially with Black Friday and the height of Australian summer creeping up only a month and a half away. Thanks to a strong customer/vendor relationship fronted by our APAC lead, we were able to get the project across the line in early November.

Key results:

• Ensure a consistent, superior customer experience at scale. Kahrissa puts it plainly: “If you don’t put the customer first, there is essentially no point even operating”.
• Ease of use.
• Visibility into their efforts.

Vertical
Alcohol, Beer & Wine

Software Integrated
Shopify, Patchworks, Starshipit

Region
APAC

Company Size
Start-Up

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