Case Study: JJ Food Service Limited achieves predictive shopping lists and faster ordering with Microsoft Dynamics 365

Food Delivery Service Uses Machine Learning to Revolutionize Customer Service

JJ Food Service, one of the UK’s largest independent food delivery wholesalers serving about 60,000 customers, needed a way to make ordering faster, more relevant, and to recover lost cross‑selling as customers moved online. The company faced highly variable customer buying patterns across thousands of products and wanted to anticipate orders and recommend add‑ons without a costly BI staffing project.

JJ Food Service integrated Microsoft Azure Machine Learning with its existing Microsoft Dynamics AX system, capturing website behavior, training models on three years of transaction data, and surfacing predictions in both the website and call center. Launched in about three months, the solution auto‑populates shopping lists, provides targeted product recommendations (currently adding about 5% to carts), speeds checkout, restores cross‑selling, and has increased customer satisfaction and sales while enabling smarter inventory planning.

JJ Food Service Limited

Mushtaque Ahmed

Managing Director