Girl on The Swing ditches Hamilton CBD for delivery service

The Girl on the Swing owner Anj Jones has decided to leave Hamilton CBD, opting instead for a delivery service.
MARK TAYLOR FAIRFAX NZ

The Girl on the Swing owner Anj Jones has decided to leave Hamilton CBD, opting instead for a delivery service.

After struggling to find an ideal central city spot, The Girl on the Swing has decided to ditch the CBD, delivering direct instead. 

The popular cake shop has been in its Casabella Lane shop for three months but owner Anj Jones has decided a mobile shop is a better option. 

A post on the firm's  Facebook page on Friday said: "As most of you are aware we have been trialling a town store in Casabella Lane. Over the last 12 weeks we have met some amazing people and it has been great for us, however we are still not getting to enough of our followers. 

Offering a delivery service instead of another brick and mortar store in the CBD was a smarter business decision, The ...
MARK TAYLOR FAIRFAX NZ

Offering a delivery service instead of another brick and mortar store in the CBD was a smarter business decision, The Girl on the Swing owner Anj Jones said.

"So we have made the decision that it makes more sense to go mobile and come to you."

READ MORE:
Hamilton bakery The Girl on the Swing returns to the city centre
Girl on the Swing shuts city store, council and city business association disappointed

The store was in Casabella Lane for a three month trial and officially closed on Friday. The Chartwell store is still open. 

"As a business owner it was just making me work harder and I wasn't working smarter," Jones said. 

"We had one person in our Casabella Lane store who, in an eight hour day, would only be busy for two or three hours at different times when we really needed them in the Chartwell store."

Jones said she was looking at a delivery service so the entire city could be serviced. 

Offering a delivery service instead of another brick and mortar store in the CBD was a smarter business decision, Jones said. 

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"Delivery is the way of the future. 

"There are a couple of companies that have set up and you can ring them to go and pick up food anywhere and they will deliver it to you - it's such a good idea.

"For me it made sense to go to the people."

Jones had wanted a shop in the CBD to tap into the corporate market but has been has been unlucky in finding a central city spot. 

The Girl on The Swing began in Lynden Court, Chartwell. Jones opened the second store in Garden Place in 2015 but it closed in February due to "unsavoury people".

Tagging on the shop front and vomit on the doorstep were among the reasons Jones chose to move.

She said the Casabella Lane shop had been better than Garden Place store with fewer "unsavoury people" but there were some customers who had complained about struggling to find parking. 

COMMENTS ON THIS STORY ARE NOW CLOSED.

 - Stuff

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