A dedicated ordering portal for hospitality, built on the ERP they already had.
La Venta supplies authentic Spanish products to hundreds of restaurants and bars. We built their ordering portal, back office and website: every customer orders whenever it suits them, with their own range, prices and delivery days, and every order lands directly in Reflex.
A foodservice wholesaler sells more than products; it sells agreements: a range per customer, their own prices and promotions, fixed delivery days per route and an order deadline to match. At La Venta, all of those agreements lived in Reflex, their ERP. What was missing was a place where customers could work with them directly: ordering after closing time or from a phone in the kitchen, and checking for themselves which invoice is open or when the next delivery arrives.
Replacing Reflex was not an option: accounting, the warehouse and invoicing all run on it. So the brief was a layer of their own on top of the ERP, with La Venta’s look and without double work for the sales office.
We built one platform with three faces: an ordering portal for customers, a back office for the sales team and a new public website. Customers, products, prices, orders, invoices and packing slips are mirrored from Reflex into a database of our own, so the portal stays fast without putting load on the ERP. Orders travel the other way: straight into Reflex, with no retyping.
- Each customer’s own range, prices and promotions, and the delivery days of their route
- Quick ordering, saved order patterns and an installable app for phone and tablet
- A back office with behaviour signals, view-as-customer and an AI connector for plain-language questions
The dashboard shows what needs to happen today
A chef opens the portal and sees what matters straight away: when the next delivery arrives, how late they can order for it, and what happens if they miss that time. The deadline follows the route days of their own venue, with a clock that counts down.
Below it are their saved order patterns and the products they order most, at the prices that apply to them, and further down their deliveries, orders and open invoices.
- Order deadline and delivery day per customer, derived from their route
- Order patterns: repeat the standing order in one click
- Invoices, packing slips and order history to view and download
Ordering in the kitchen, from a phone
Quick ordering is made for people who know what they want: type part of the name or product code, press Enter and the top result is in the cart. Before they type, the products they order most are already listed, and anything already in the cart can be adjusted right there.
The portal installs as an app on phone and tablet. And everyone at the venue gets their own login with their own role: the cook can order, the bookkeeper sees invoices but cannot order, the owner sees everything.
- Enter adds the top result instantly
- Installable as an app, no app store needed
- Separate logins per employee, with permissions per role
A cart that knows the agreements
Every agreement comes together in the cart: that customer’s minimum order value, delivery or pickup, the delivery days possible for their products and address, and transport costs based on distance. If they already ordered for a given day, they can add to it with no minimum and no transport costs.
Weighed products such as cheese and sausage show an estimated price per piece; they are weighed on delivery. And just before the order is placed, the portal checks it once more against Reflex: if a price has changed in the meantime, the customer sees it before ordering.
- Minimum order value and deadline per customer, free delivery per distance zone
- Transport costs calculated automatically by distance
- Orders go straight into Reflex, confirmed by email
The sales office sees who goes quiet
Early every morning the platform compares each regular customer’s ordering with their own rhythm. If a venue that normally orders weekly suddenly skips three weeks, or stops buying a regular product, it is on the dashboard when the sales office starts the day.
When a customer calls with a question, the sales office views the portal as that customer in one click: the same range, the same prices, the same deadlines. The order can then be placed on the customer’s behalf right away. New customer applications, tasting requests and contact messages arrive in the same overview.
- Behaviour signals per customer and per product, recalculated every morning
- View as customer: look along and order on the customer’s behalf
- Customer applications, tastings and contact messages in one place
Asking questions of their own numbers
The La Venta team can connect Claude to the platform and ask questions in plain language: how is this customer developing, which products are declining, what do similar venues buy that this one does not? The answer comes from their own data, without building a report first.
Customer, order and revenue figures are read-only through the connector: fixed question types, no free access to the database, and every employee signs in with their own account. Anyone who leaves loses this access immediately too. Only the recipe book can also be edited from Claude: drafting recipes, adding photos and publishing them, with a revision for every change.
- Sales analysis, risers and fallers, and opportunities per customer
- Customer figures read-only, with each employee’s own login
- Draft and publish recipes from Claude
A website that tells the story behind the products
For new customers the website is the first thing they see of La Venta. Footage of Spanish producers and bodegas, the story behind the range, recipes and inspiration: all of it shows that La Venta is a specialist, not a general wholesaler.
The range is online, with its own page per category and per product, so buyers find La Venta through Google. Anyone who wants to become a customer or book a tasting can sign up directly on the site.
- The range online, with a page per category and product
- Customer sign-ups and tasting requests, straight into the back office
- Inspiration articles and a recipe book that La Venta manages itself
The Result
Since the summer of 2026, La Venta’s customers order through the new portal. Orders reach Reflex without retyping, customers see their own invoices, packing slips and deliveries, and every morning the sales office sees which customers need attention. Reflex stayed exactly where it was: the platform is built on it, not around it. The same approach works for any wholesaler with regular customers and agreements per customer.
Ready for the next step in digitalization?
Are you a wholesaler with regular customers, their own prices, routes and delivery days? We build an ordering portal on the system you already use, so customers order for themselves and your sales office can focus on selling.