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The History of JJ Food Service Limited – 1988 to 2015

JJ Food Service was started by Mustafa Kiamil, a restaurateur, who spotted a gap in the market for a more efficient food and drink supplier for eateries in North London. He opened the first branch of JJ in 1988 operating out of a modest 3000sqft warehouse in Hornsey, supplying cafes, coffee shops and Quick Service Restaurants. The business was a huge hit and over the next few years, Mustafa opened seven more branches in strategic locations: Basingstoke, Bristol, Birmingham, Doncaster, Leeds, Manchester and Sidcup, as well as Head office in Enfield and the customer base further grew to encompass supply to schools, Universities and local authorities.


Over time, changes in people`s shopping habits drove significant developments within the business. In 2009, Mustafa and his team launched an online-ordering service that enabled customers to order via the JJ website for collection or delivery. Within a year, online orders accounted for 30% of JJ`s sales. Today, this has increased to a staggering 63%, and it`s still growing!

The launch of the JJ App has enabled customers to shop anytime, anywhere and on the go. The machine learning function can predict what customers are going to order, resulting a quicker, more efficient shop. JJ’s recent sourcing and supply-chain agreement with Unique Seafood has enabled the business to offer a wide range of consistent, high quality, competitively priced fish and seafood products.

Today, JJ Food Service continues to grow and invest in technology to improve service to customers. Since the start of the business, JJ has won an array of prestigious awards and accolades – in 2015, it scooped the Microsoft Big Data & Insights Award and was listed in the Sunday Times Top Track 250 as one of the UK`s fastest growing SMEs. In 2016, the business won the Grocer`s Technology Supplier of the Year Award.

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