(Pictured above: Andy Dike, Managing Director, front right, Deirdre Dike, Adam Vincent, left, and James Robinson, Partner, PKF Francis Clark, with an early delivery bike. The family firm was founded in 1851.)
A family-owned grocers in Dorset has had an orders boom thanks to a blend of old-fashioned personal service and online technology.
Fifth-generation Dike & Son bucked the retail trend by not having to furlough or lay off any of the 75 staff during the Covid-19 lockdown.
The Dorset firm was established 169 years ago – in 1851 Queen Victoria was on the throne and workhouses for the penniless had just opened. Since then the business, in Ring Street, Stalbridge, west of Shaftesbury, has traded through some of the biggest upheavals in modern British history.
Life-changing events include two world wars, a series of recessions and, now, the national emergency.
Andy Dike, who leads the family-owned firm, said: “Like many enterprises, we’ve had to adapt in double-quick time to these extraordinary circumstances. My team have been absolutely superb and I’m incredibly proud of the way they have pulled together.
“On the technology side, our website is receiving record traffic, with online shopping orders for home delivery in our vans and the increasingly popular click-and-collect option. For the first four months of 2020, we have beaten the yearly totals for every year since we started internet shopping in May 2015.
“While the internet has been incredibly convenient for many customers, who can choose from 10,000 products listed on our internet shop, some of our older customers prefer the personal touch. They ring in their delivery order by phone, get people to drop their shopping lists into us or send over what they want by an old-fashioned fax!
“We’re also seeing a surge in orders for pre-selected grocery boxes, full of staples and fresh food and milk, because some customers simply don’t want to make decisions on food and drink items.”
Two delivery drivers over 70 had to stand down, for virus shielding reasons, but people from the town stepped in.
Andy stressed: “It is clear that customers, particular middle-aged and older appreciate of the rigorous public health measures we implemented very early on – it gives them peace of mind. Six staff are on door rota at the grocery store, with a one-in, one-out policy, with hygiene gel stations installed. Trolley and wire basket handles are wiped down before each use.
“At the entrance, while customers wait, they get to a chance to talk and we’ve met many wonderful people in all of this. It feels like the 1950s. The policy also means staff can top up shelves without compromising social distancing measures.”
In line with government guidelines, Dike’s shut its café; and staff were given work at the grocery store instead. Subsequently, the cafe has become a fish and chip takeaway two afternoons a week.
The deli display fridge was modified, with the curved glass screen removed. Cold meats, pies and other savouries are portioned and wrapped so customers can help themselves safely.
Meanwhile, rather than being mothballed, the cafe’s espresso coffee machine is used every day by staff.
With flour in short supply, Dike’s sourced a local supplier – an ancient Domesday Book flour mill on the River Stour.
Sturminster Newton Mill is a working tourist attraction which has temporarily converted to commercial production due to home-baking demand.
The tie-up caught the imagination of The One Show, the BBC’s live magazine TV show featuring topical stories and big-name studio guests, with location filming and interviews.
Dike & Son’s regional accountants and business advisors are PKF Francis Clark, which advises family-run businesses.
James Robinson, a partner at Poole-based PFK Francis Clark, said: “Family businesses are at the heart of our economy and communities – Dike & Son stands testament to that.
“According to industry figures, 88% of all businesses in the UK are family owned – a staggering 4.8 million in total. Their contribution to the economy should never be underestimated, given that family firms pay £149 billion in tax each year, which is around 21% of government revenues.