Milbridge Lobster Company Sets Up an Application for Buying Lobster

by Brenda Tredwell

For those still rotary-dialing from land-line telephones, here’s a crash course on the newer hardware’s software. “An app is an icon (symbol) which can be downloaded on smart phones It’s a short-cut, similar to the internet,” explained Chad Dorr.

Customers using iPhones (with functions allowing users to go online) have instant access to Dorr Lobster Company in Milbridge, Maine. All their specials and products are there at the touch of one key, thanks to Dorr’s new application, creating an instant connection to the Milbridge-based lobster company.

Instead of dialing 11 digits, just hit one button. Dorr’s app is a red lobster on a blue field. “The app cuts down on the process of talking on the phone and dialing. Everything’s right in front of you, on a menu on the screen,” said Dorr.

Ordering can be done with or without conversing. Customers often prefer this option. Lobster is ordered quickly, by customers on the go. A customer’s contact information is stored in the iPhone, saving time for the company. “An iPhone is, basically like having a computer in your hand,” explained Dorr. Technology has changed the way business is done world-wide, allowing even the most remotely located businesses increase markets. Dorr Lobster is remote to the point that Dorr drives packed orders down from Bar Island Road, to the UPS truck on Route 1.

By utilizing this type of on-line marketing, interested buyers contact Dorr’s. “Selling for small businesses often worked the other way around, and consists of approaching potential customers through telephone and other means. Website sales changed that. Willing buyers come to you. There is a difference in fresh product. Lobster is not cheap. And it’s perishable. You have 36 hours at most to get it to somebody’s door.”

With family boats and lobster he buys from local lobstermen and co-ops, Dorr figures travel time before reaching the end user is less, as lobsters are sent next-day air, resulting in better quality. less shrinkage and a lower mortality rate. “In California, lobster is $9.99/lb. It passes through a several sets of hands,” said Dorr. “ Order from me, it cuts out about 4 steps.”

Dorr’s live storage tank is filled with 38 degree natural seawater, pumped from Pigeon Hill Bay. They built the tank house themselves. Dorr said, “It’s taken a good 10 years to line things up, with the tank, and the website.“ While his father, Richard, prefers lobstering to everything else, he checked in after working on gear to see if anything was needed. The family-owned and operated company, with its wharf, pound, and tank house represents “a lot of hard work to get what they have,” said Dorr. “If I have to shovel bait, I shovel bait.”

After four years of school, Dorr opted to stay in Maine and work in the family business rather than pursue other options. He grew up surrounded by the lobster business. Recent consumer trends indicate customers are gearing toward supporting small businesses, and want information about their food sources. People ordering from Dorr’s know they’re getting Maine lobster from a specific area within Washington and Hancock Counties. Dorr’s suppliers, from packaging to lobster and seafood, are US-produced and harvested.

“I want the customer to say ‘I can afford that',” said Dorr. He would like it if people considered buying lobster as a staple food. “Lobster 10 years ago was being marketed as a luxury item,” but he believes lobster needs to be re-marketed. While promoting lobster is important, Dorr likes the idea of promoting local Maine Food.

The idea behind creating an iPhone app came to Dorr after asking himself “How do I make my sales grow?” After going from month to month, week to week with his budget , the app seemed like a good marketing tool.

As a Maine Lobster Promotion Council board member, Dorr said he believes “a Maine lobster is a brand: People piggy-back on the name.” While the app he set up is benefiting his business, he believes it will serve the industry as a whole.