How M&J Chickens runs ordering with Open Pantry
A real-world example of how a high-volume poultry wholesaler simplified ordering, reduced admin, and improved customer adoption without changing how they fulfil. Replacing multi-channel order chaos with a single, ERP-connected ordering workflow.
No Card required. Keep your existing fulfillment process - Open Pantry replaces the messy admin.
The Challenge
M&J Chickens is a high-volume poultry wholesaler ($170m+ annual turnover) managing a large customer base and frequent repeat orders. They previously had an ordering app, but uptake was below 10%, so most orders still arrived via email, phone and voicemail — driving admin overhead and avoidable errors.
Centralise orders and increase uptake of ordering apps- Reduce manual data entry and missed & incorrect orders
- Keep the existing pick, pack, and delivery process intact
The Result
With Open Pantry in place, M&J consolidated orders from app, web, and email into a single, ERP-connected workflow. Orders now arrive cleanly and consistently, without manual re-entry, while M&J continues to pick, pack, dispatch, and invoice entirely within their existing systems.
“Before Open Pantry, orders came in from everywhere. Now ordering is faster, cleaner, and far more consistent and fully integrated with our existing systems.”
Alex Ortiz - Head of Sales
- Orders captured consistently across app, web, and email
- Reduced manual data entry and missed & incorrect orders
- Keep the existing pick, pack, invoicing and delivery process intact
The setup in 60 seconds
A quick mental of what customers see, what your teams sees, and what changes operationally.
Why Setup Was Easy
M&J didn’t need to rebuild their operation. Open Pantry was launched using:
- Their existing products
- Existing customer pricing & visibility rules
- National yet customer specific delivery days and cut-offs
- Their existing product list
- Integrated into M&J’s system using an API
What customers see
A simple ordering app that remembers favourites and makes reordering fast.
What your team see
All orders in one dashboard with clear cutoffs, notes, and fulfilment steps.
What changes
Less manual entry. Fewer missed messages. Clear pick & pack. More consistent ordering.
What customers experience
M&J customers now order through a white labelled, modern web and mobile experience (Web, IOS, Google play) that removes friction:
- Browse your live product list (with the right pricing for them)
- Reorder from favourites or past orders
- Add delivery notes and special instructions
- Submit orders anytime (with your set cutoffs / delivery days)
What the M&J team gets
A orders inbox to set your store up, receieve credit card payents and receive and transform any order into a digital one.
Centralised orders
All orders integrated directly into their system using API webhooks
No Mistakes
Clean orders with notes and delivery info
ERP-connected handoff
Orders pushed to ERP via API
Control pricing & visibility
Full integrated control over pricing and visibility
The exact workflow
One end-to-end flow - even if some customers still email orders.
AI Order Digitization
A critical part of M&J’s setup is Open Pantry’s AI-powered order digitisation. While M&J encourages customers to order via the app or web, some customers still prefer emailing orders — and Open Pantry is designed to handle that reality.
- Inbound email orders are automatically read and converted into structured digital orders
- Products, quantities, and delivery notes are captured without manual re-entry
- Digitised orders are pushed via API into M&J’s ERP, where pick, pack, and invoicing are finalised.
For M&J, this means fewer hours spent translating emails into systems, fewer mistakes caused by manual entry, and a smoother transition toward digital ordering — without forcing customers to change how they order overnight.
Callout: Open Pantry doesn’t replace how you fulfil - it replaces the admin chaos around orders.
Pricing that matches how M&J sells
M&J uses Open Pantry’s pricing tools to reflect real-world wholesale relationships:
Customer-specific pricing
For key accounts and negotiated rates
Tiered pricing
Wholesale vs retail vs VIP style tiers.
Visibility rules
Show certain products only to certain customers.
You stay in control - update once and it’s live for customers.
What you need to launch a setup like this
Most suppliers can get live with a straightforward product list and a few rules
- Product list (names, pack sizes, prices)
- Customer list (or start with a few key accounts)
- Delivery days / order cutoffs
- Optional : pricing tiers or customer-specific overrides
- Optional: logo + brand colours for the ordering experience
Want the same set up?
Keep your fulfilment process. We’ll help you migrate ordering and pricing cleanly.
M&J Chickens
“Open Pantry has revolutionized our order management by eliminating manual processing and integrating flawlessly with our existing systems. We now save countless hours every week.”
FAQ
Do we need to change how we pick, pack, or invoice orders?
No. M&J continues to pick, pack, dispatch, and invoice orders in their existing ERP. Open Pantry captures and structures orders, then sends them into M&J’s system via API.
What if some customers still email their orders?
That’s expected. M&J uses Open Pantry’s AI to automatically convert emailed orders into clean digital orders, so staff don’t need to retype or translate them.
Do customers need to download an app to order?
No. Customers can order via a web link or mobile app. M&J offers both, so customers can choose what suits them best.
How does pricing work for different customers?
M&J uses customer-specific pricing, tiers, and visibility rules. Prices are set once and applied consistently across app, web, and AI-converted orders.