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(Alliance News) - BigDish PLC on Tuesday named its new chief executive, who will be charged with driving the firm's shift to a more cost-effective telesales based business model.
The operator of the eponymous discount dining mobile application said Tom Sumner will join as the new chief on December 2.
Sumner previously managed telesales teams at Gourmet Society and Tastecard, two brands operated by The Dining Club Group. Each brand partners with over 6,000 restaurants and provides users with a discount card for various dining chains.
Sanj Naha, who was appointed as chief executive in January, will remain with the company in a new role, in which he will focus on adding new restaurant groups to those available on the BigDish platform.
BigDish's previous business model saw it employ nine territory managers for regions in the UK such as Birmingham, Reading and Brighton.
Now, the company's marketing drive will be fronted by a telesales team, with just two of the nine territory managers escaping the axe.
BigDish said: "Rather than 'boots on the ground', the company, led by Tom Sumner, will launch a telesales operation in Manchester on December 2 as its prime strategic initiative for restaurant acquisition.
"The cost of the telesales operation will be considerably less than the 'boots on the ground' strategy. This will result in very substantial cost savings."
BigDish explained the new strategy could result in cost savings of up to GBP250,000 per year.
The company added: "With early stage technology companies it is often difficult to forecast accurately and the company will be mindful of this with all future public statements. The company's business model is a proven one in the restaurant sector, and Bigdish now feels it has made the dramatic changes required in order to achieve its ambitions. Going forward, improvements will continue, as necessary."
BigDish shares were 1.1% lower at 2.18 pence each in London on Tuesday morning.
By Eric Cunha; ericcunha@alliancenews.com
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