AI on the Menu: How Dales Is Using AI to Cook Up Growth

Dales The Chef’s Choice, a third-generation family-run foodservice wholesaler, is embracing artificial intelligence and digital transformation to power its continued growth.

The business, which delivers fresh, dry, dairy, and frozen products to over 300 customers daily, has adopted Fresho’s order management platform to streamline operations and elevate the customer experience.

With annual growth tracking at 10%, Dales has evolved from its humble beginnings into a purpose-built 5,000-square-foot distribution hub, delivering across a 150-mile radius, six days a week.

“Using Fresho will make us grow over the next five to ten years,” said Richard Dale, Owner and Director of Dales. “We specialise in fresh – that’s where we shine – and technology is helping us scale while staying true to our values.”

From Voicemail to AI Precision

The adoption of Fresho’s platform, including its AI-powered Order Entry feature, has significantly reduced manual workloads. Kim Fraser, Head of Sales & Marketing, estimates the team saves four to six hours per day thanks to the switch.

“Moving to Fresho was a really good transition for us,” Fraser explained. “The ability to manage orders from any device means we’re more agile and responsive with customers – and the AI does the heavy lifting on incoming orders.”

Previously, voicemail orders had to be transcribed manually, line by line. Now, AI automatically interprets voice messages, turning them into digital orders in seconds.

Delivering Local Freshness, Fast

Dales’ commitment to sourcing the best of Yorkshire produce remains at the core of its offering.

“We believe the best there is to offer is grown in Yorkshire,” said Sales Manager Steve Catchpole. “Annabel’s Strawberries, for example, are exceptional in both quality and values.”

Local chefs are taking notice. Peter Neville, Head Chef at Michelin Green Star-awarded The Homestead Kitchen, praised both the produce and the streamlined ordering process.

“We place our orders through the Fresho app – it’s super simple and quick,” Neville said. “Sometimes strawberries can take a week to arrive, but with Dales they’re in your kitchen within a day or two. They’re so fresh, so sweet – and they look absolutely fantastic.”

A Vision for the Future

For Dales, the partnership with Fresho and the AI order entry module is more than a tech upgrade — it’s a strategic move toward long-term scalability and excellence in service.

“It’s massively helped our business grow,” said Catchpole. “I’m a top fan – I’ve recommended it to so many people, I think I’m due some commission!”

As Dales looks to the next decade, the business is proving that heritage, innovation, and a focus on quality can go hand in hand.siness is proving that heritage, innovation, and a focus on quality can go hand in hand.