Customer story

Billing for what was delivered, not what was loaded.

How Delice de France moved a national frozen bakery delivery operation off paper invoicing and onto RouteMagic: around 1,617 completed deliveries per operating day, with a signed, photographed record at more than 99% of drops.

“Moving to an electronic POD system gives you a lot better control and visibility throughout the day.”
Alistair Blake Delice de France
Business
National frozen bakery & foodservice distributor
Live since
October 2024
RouteMagic in use
  • Sale Order Import
  • Automated Invoicing
  • Driver App
  • ePOD
  • Route Monitor
  • Vehicle Inspections
  • Delivery Notifications
  • End of Day
832,317
Orders processed and auto-invoiced 1:1
820,469
Deliveries completed
17,138
Delivery runs completed
89,798
Vehicle inspections recorded

All figures cover the full production period, from go-live on 28 October 2024 to 31 July 2026.

The company

A national frozen bakery distributor.

Delice de France has supplied frozen bakery products to the UK’s foodservice and retail trade since 1984: breads, viennoiserie, cakes and savouries, alongside chilled lines and some ice cream distribution. Its delivery network runs from its depots across England, Scotland and Wales.

A typical delivery day starts with drivers loading up in the morning and heading out to make between 10 and 30 deliveries on their routes before returning to depot. Multiply that across the network and the operation completes hundreds of thousands of drops a year, each one now carrying its own digital record.

The pain

Invoiced the night before the van arrived.

Before RouteMagic, the delivery operation ran on paper invoicing. Once the warehouse had picked the stock and loaded the vehicles, the customer was invoiced that same night. The driver arrived on site with a paper copy of the invoice, the customer signed it and received the stock at the same time.

The sequence created a structural problem: anything damaged or shorted in transit had already been billed. Customers could be invoiced for more goods than they actually received, and putting it right meant raising credits after the fact.

Billing ran ahead of the delivery

The invoice was raised before the van left, so a damaged or missing box in transit meant the customer paid for stock that never arrived.

Credits raised after the fact

A separate team processed credit requests and refunds, apologised to customers and dug through paper PODs to assess each claim.

A heavy nightly print run

Invoices were printed for every delivery each night, and vehicle inspection sheets were printed alongside them.

Delivery queries went through transport

When a customer claimed a delivery had not arrived, customer service had to call transport and track down the paperwork before they could answer.

Why RouteMagic

Accurate invoices, less paper and proof on hand.

The trigger was the billing sequence. Delice de France wanted a system that could confirm exactly how many boxes were being handed over before the customer was billed, so that an invoice would only ever reflect what physically arrived and the cycle of retrospective credits could be broken.

The other reason was eliminating paper. Printing invoices and inspection sheets every night sat badly with the company’s sustainability goals, and an electronic proof of delivery (ePOD) solution removed the print run. The photographs came as a bonus: definitive proof of what was delivered and where it was left, in direct support of the customer service team.

“From a sustainability point of view, we were looking to get rid of the paperwork. We were printing a lot of paper each night, so an electronic POD solution assisted with that.”
Alistair Blake
The solution

One record from order import to signed proof and invoice.

Orders now arrive by automated file import from the upstream ordering system and flow through routes, the Driver App, delivery proof and invoicing without being re-keyed at any stage. Every one of the 832,317 orders processed since go-live has generated its delivery order and invoice automatically.

01 · ORDER IMPORT

Orders arrive by file, not by hand

Sale orders are imported automatically from the upstream system, each carrying its own DDF reference and generating its delivery order and invoice record.

02 · ROUTES & DRIVER APP

Drivers run the round on the app

Routes, drop lists, quantity amendments and shortage codes sit on the device, so the driver confirms exactly what is handed over at each drop.

03 · PROOF AT THE DROP

Signature, photo and GPS at the door

Each completed delivery carries a signed ePOD and a photograph of where the stock was left, with a GPS stamp captured on the visit.

04 · INVOICE AFTER DELIVERY

The invoice reflects what arrived

Billing happens after the delivery, for the quantities confirmed at the door, and the customer receives an automated delivery notification by email.

Payment follows the same rule. For card customers, payment is deferred until the delivery is confirmed: if fewer cases arrive than were ordered, the invoice raised that night reflects the delivered quantity, and only that amount is taken from the customer’s account.

“Drivers can now say to a customer: I haven’t got this, apologies, however you will not be billed for it. That gives them a positive customer relationship. Customers are not getting frustrated at the driver incorrectly.”
Alistair Blake
The rollout

Depot by depot, in about two months.

The rollout started deliberately small. The first live deliveries ran on 28 October 2024 with a single driver on a single route, scaling to nine drivers and nine routes within four days. From there, training was done in person: drivers were met each morning, a set number were brought onto the app each day, and quick-reference documents travelled with them in the cab. Each depot was fully operational by the end of its training week.

01

A four-day pilot

First live deliveries on 28 October 2024, growing from one driver and one route to nine of each in four days.

02

Morning-by-morning driver training

A set number of drivers trained in person each morning, with each depot fully live by the end of its week.

03

England & Wales first, then Scotland

The main operation was live within about two months, running at around 80 drivers a day by mid-December. In 2026 the Scotland operation, run with a third-party distribution partner, came onto RouteMagic, with Delice de France training the partner’s operations and transport teams.

Drivers of all ages and levels of comfort with technology picked up the app quickly. The few early snags, such as the wording of some vehicle-inspection questions and the flags for cash collection, were simple fixes.

“Our driver team was made up of a range of ages and technological skills. The layout was quite intuitive, and it didn’t take long for them to get the hang of it.”
Alistair Blake
How it works now

The scale it runs at today.

Twenty-two months on from go-live, RouteMagic has run without interruption and now carries the whole national operation. The most recent complete months show its day-to-day scale.

1,617
deliveries completed per operating day
147
routes operated
187
active drivers
12,556
delivery points served

Production source: RouteMagic tenant data, 1 February to 31 July 2026, the six most recent complete months. Daily rate averaged across operating days in the period.

What began in the transport office now runs across the wider business. Customer service answers POD and delivery queries on its own, straight from Route Monitor and the Sale Order screen, instead of routing every question through transport. Operations keeps full visibility alongside them, ready to step in the moment something needs attention. Over the same period, 241 back-office and web users worked in the system.

“Our warehouse teams find the shortfall report particularly useful. It gives them a live view of any shortages made that day, so they can speak to their night-shift team and say: this is what your accuracy was last night.”
Alistair Blake
The impact

A signature, a photo and a GPS stamp on nearly every delivery.

Across roughly 250,000 delivered orders in February to July 2026, 99.86% carry a captured signature, 99.79% of site visits have at least one photograph, and 96.3% of deliveries carry a GPS stamp. When a customer asks for a POD or disputes a drop, customer service no longer routes the question through transport: they open the visit record, see the signature, the photo and the location, and answer directly.

Signed ePOD
99.86%

of delivered orders carry a captured signature, with the signatory name recorded.

Photo at the visit
99.79%

of site visits have at least one delivery photograph: 294,967 photos in six months.

GPS-stamped deliveries

GPS capture climbed year on year after location tracking was switched on across the devices in November 2025.

The billing change removed the loop that used to sit behind it all. Customers are no longer billed for stock that did not arrive, and the retrospective credit workload that once needed its own team has reduced significantly.

“The Driver App, being able to take photos and amend the number of each product that arrives, is probably the biggest part. If we went back to invoicing customers before the delivery, it would put a lot more work into the workflow and would be an overall negative experience for our customers.”
Alistair Blake
Customer notifications

The proof lands in the customer’s inbox.

Since October 2025, RouteMagic has sent 424,620 automated delivery notifications from the Delice de France system to 8,119 recipient addresses, with 99.97% delivered successfully. The moment a delivery is completed, any customer with an email address on their account receives the notification.

Many of Delice de France’s customers are small independent cafes and chains, and they now hold the full delivery record in their inbox from the moment the drop is completed. That stops some queries before they start: the customer can see the photograph, and they know their own premises better than anyone, so they can see exactly where the stock was left.

“Paperwork can get lost; when it’s on an email, it’s a lot harder to lose. They can see a picture, they know their premises better than we do, so they can see exactly where that stock was left.”
Alistair Blake
Vehicle checks

A permanent record of the walkaround.

Since go-live, drivers have recorded 89,798 vehicle inspection reports through the app. Start-of-day and end-of-day checks run across 161 vehicles, at 4,000 to 5,000 inspections a month. Every report carries the driver’s signature, and photographs are attached directly to any defect. Exceptions are emailed to the transport team automatically: 14,266 alerts since August 2025.

Where inspection sheets were once printed, the record is now a permanent digital store. The transport team can assess what the driver ticked with the photograph right there, and the paper print run has gone.

“It gives the driver more confidence. They can say: this was my inspection, this is how I left the vehicle. If any damage or defects come through, they can say: I reported it at this time. It gives them a bit more of a fallback net.”
Alistair Blake
A growing footprint

A wider network, one year on.

Comparing February to July 2026 with the same six months a year earlier, the operation running through RouteMagic has grown on every axis of reach: more customers moved off paper and onto the system, new business onboarded, and the Scotland operation brought live through the third-party partner.

+24.6%
Routes operated
118 → 147 routes
+19.9%
Active drivers
156 → 187 drivers
+13.8%
Delivery points served
11,038 → 12,556 locations
+9.4%
Completed deliveries
229,206 → 250,637 drops

Year-on-year comparison of the same six calendar months, February to July, 2025 vs 2026.

None of that growth added manual work: every new order still runs through the same automated order-to-invoice path, with no manual invoice creation anywhere.

−38.3%
Payments collected at the door, year on year A fall by design. Delice de France is deliberately moving customers from paying the driver to invoice and account payment, so driver-collected payments dropped even as deliveries grew.
Advice & recommendation

The advice: move to electronic POD.

For foodservice distributors still running deliveries on paper, Alistair’s advice is straightforward.

“You can see where drivers are through their routes and answer customer queries live. If a driver has made a delivery, we can see it, and we can see any shortages automatically, which increases the speed at which we can communicate with our customers.”
Alistair Blake
The verdict
“I definitely would recommend RouteMagic. The team involved with the development and the continued support have always been very quick to come back to us should we have any queries.”
Alistair Blake · Delice de France

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