Case Study

Lolly: achieved 25% YoY growth with strategic marketing support


Discover how hospitality tech leader It’s Lolly partnered with The Marketing Centre to refine strategy, win key contracts, and scale with 25%+ annual growth.

 

 

Lolly, a leading hospitality software house, was at a pivotal point in its growth journey. As the company’s ambitions grew, so did the need for a clear, actionable strategy to scale effectively.

The leadership, led by CEO and innovator Peter Moore, recognised that to take the
business to the next level, they would need to adopt a more focused approach, particularly around marketing.

To navigate this complex landscape, Peter enlisted the help of Mark Pearson, fractional Marketing Director from The Marketing Centre.

Mark brought his extensive expertise to help Lolly streamline its marketing efforts through the development of a business strategy that was aligned with its core vision.

The Challenge

Lolly had reached a point where the company needed to focus on specific target markets, building its brand reputation and positioning, clarifying its core messaging, and refining its overall business strategy to align with its mission and values.

Peter’s vision for Lolly was clear: expand its presence across the hospitality sector, strengthen its position as a market innovator, and continue its growth trajectory.

The Solution

Mark’s focus included reviewing specific areas of improvement, he helped the company streamline its approach and implement a comprehensive strategy to support growth, which included:

Focused target markets: a focus on two key sectors: contract catering and education. By honing in on these markets, Lolly could tailor its products, messaging, and campaigns, ultimately leading to greater penetration and success within both.

Revising messaging: Through careful research and market insights, Mark and the
marketing team helped to develop a messaging strategy that clearly articulated
Lolly’s value proposition and how its technology addressed the pain points of
customers.

Business strategy alignment: One of Mark’s key contributions was helping align Lolly’s business strategy with its broader vision, mission, and values – to help the leadership team maintain focus and direction as the business scaled.

The Results

Mark’s strategic guidance and hands-on support led to several key outcomes for the business

From the outset, a long-term partnership with The Marketing Centre was envisaged. Mark’s ability to dial his involvement up or down based on the company’s needs ensured that Lolly had the right level of support at every stage of its growth. His consistent involvement over almost three years became integral to the company’s success.

Lolly was able to refine its marketing strategy, penetrate new markets, and achieve significant growth. Mark’s impact went beyond marketing, helping shape the overall business strategy and ensuring the company’s growth was both sustainable and aligned with its core values.

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Successful penetration of the contract catering and education sectors:

With a more focused strategy, Lolly began to see a steady increase in contracts from the contract catering and education sectors.

These markets became key revenue drivers, and the company started to capture the attention of blue chip clients.

Key contracts won have included: UCL, The University of Cambridge and The University of Leeds.

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Strong market perception as innovators:

Lolly strengthened its already strong reputation as a market innovator in hospitality technology. The company’s solutions were increasingly recognised as cutting-edge and essential to the success of businesses within its target industries.

Market first solutions included AIgenerated products such as Lolly SnapServe and Lolly FacePay, as well as robot waiters and cryptocurrency payments.

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Year-on-Year double-digit growth:

The strategic shift and focus on key markets paid off in the form of impressive growth. Lolly saw consistent double-digit growth year after year, in excess of 25% p.a.

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Team growth:

As the company grew, so did its team. Lolly began expanding its workforce to meet the increasing demand for its products and services, ensuring that they could continue to deliver high-quality solutions to their clients.

 

 

“Mark delivers meaningful value and a flexible working approach, which has supported Lolly’s growth plans. He’s a real asset to our team, and we all thoroughly enjoy working with him.”


Peter Moore, CEO, It’s Lolly Ltd.

 

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