“Chill-In food”, an online restaurant discovery platform is

operational where customers can find restaurants in a

particular area along with their menu, place order and
pay online. Delivery part is taken care by the
restaurants. Moreover customers could give reviews
about the restaurants and the quality of food, which
helps the restaurants and the customers to have a
better experience. Mobile app is the only channel used
for the whole process for customers to find a suitable
restaurant with better discount deals and to place an
order.

Facebook, twitter and Instagram are the 3 main

platforms which made the base for the success of
“Chill-In food” with a deep presence amongst their
customers. Now, “Chill-In food” wants to start delivering
the ordered food to the customer’s doorsteps by their
own, which was earlier taken care by the restaurants.
The firm plans to focus on segments such as online food
ordering, restaurant booking, subscription based
services and billing in restaurants.
 1. Comment on the exact nature of services provided by
“Chill-In food”.

The business of delivering restaurant meals to the home is undergoing rapid

change. The most common form of delivery is the traditional model, in
which the consumer places an order with the local pizza parlor or Chinese
restaurant (although many other kinds of restaurants, particularly in urban
areas, now offer delivery) and waits for the restaurant to bring the food to
the door. This traditional category has a 90 percent market share, and most
of those orders—almost three-quarters—are still placed by phone.
However, as in so many other sectors, the rise of digital technology is
reshaping the market. Consumers accustomed to shopping online through
apps or websites, with maximum convenience and transparency,
increasingly expect the same experience when it comes to ordering dinner.
“Chill-In food” took advantage of this opportunity and acts as an
“Aggregator”. Aggregators build on the traditional model for food
delivery, offering access to multiple restaurants through a single online
portal. By logging in to the site or the app, consumers can quickly compare
menus, prices, and reviews from peers. The aggregators collect a fixed
margin of the order, which is paid by the restaurant, and the restaurant
handles the actual delivery. There is no additional cost to the consumer.
“Chill-In food” uses only Mobile app for the whole process for customers
to find a suitable restaurant with better discount deals and to place an order.
Its main focus is on facilitating and providing customer support for orders.
The nature of services provided by “Chill-In food”:
INTANGIBILITY:
A service is not a physical product that you can touch or see. A service can
be experienced by the buyer or the receiver.
Chill-In food also provides intangible service as once signed in the mobile
app, users can easily check out and compare menus, prices, reviews, ratings
and then place the order. This service can only be experienced by the
customer/user and the restaurant as delivery is handled by the restaurant.
HETEROGENITY:
It means quality of a service may vary from one service provider to another.
Chill-In food being an online restaurant discovery platform in which users
can order food from restaurants in their particular area with restaurant’s
respective menus, as delivery is handled by the restaurants only that is why
the services will vary from one restaurant to another.

INSEPARABILITY:
It is a unique characteristic of services in which the service and the service
provider cannot be separated.
Chill-In food acts as a mediator between users and different restaurants
offering numerous cuisines through a mobile application. Hence, the
service of offering a platform for ordering food is not be separated from
restaurants and from the users.

PERISHABILITY:
The production and consumption of services are not inseparable because
storage of services is not possible. Services once rendered is to be
completely consumed and cannot be transferred to another user.
Chill-In food is also used by the users to order food from the restaurants
through their mobile apps and the food is consumed as soon as the order
arrives.
These services can be understood from the example of Zomato, Swiggy
which works as restaurant Aggregator providing information, user-reviews,
menus and other food delivery options from restaurants they are associated
with.

2. Identify the channels that enhance the services

provided by “Chill-In food”. Justify the effectiveness.

Channels that can enhance the services provided by “Chill-In food” are:-
MOBILE APPLICATION:
Every business now-a-days is heading towards digital world. By just a tap
on phone we get everything we want. To be visible to the world and get an
upper hand over the competitors, having an easily accessible mobile
application is very beneficial. It helps businesses to be active and stay
connected with the customers. When it comes to attracting and retaining the
customers reviews, discounts and coupons are the best way. These mobile
applications are the best way to provide all the information regarding the
services, discounts and coupons to the customers. The people prefer to order
food online because of the speed order placement and quick service along
with discounted prices and to do this restaurant “Chill-In food” has to have
a user-friendly application which is easy to use by the customers with the
app and order services. Big companies also launch brand loyalty
programmes and give Loyalty Points which is very important than
awareness. For example, Starbucks, expanded its sales by 80% after
launching Loyalty programmes.

COMPANY WEBSITE:
Users could face some difficulties and may have some queries for which
they can contact online through available contact forms in website/app.
Through an official company website there will be fast and quick order
processing, GPS enabled online food delivery system, users will get their
food in time without any delivery delays. “Chill-In food” will also get
accurate business insights including exact information about the visitors,
users, their location, order/restaurant preferred, order placed, etc. Customers
can also use it to order food with one click so it can save a lot of time. For
example, Zomato has its own official website www.zomato.com.

DIGITAL MARKETING:
Companies also use Digital Marketing as one of its channels to promote
themselves digitally. Advertising on different platforms increases the
visibility and the customers get to know about the company and its offers
more closely. “Chill-In food” should also start promoting and marketing
itself digitally on all the platforms like Facebook, Instagram and Twitter to
attract more and more customers.
3. Suggest strategies for “Chill-In food’s” future services
to enhance service performance.

As “Chill-In food” is planning to focus on segments such as online food

ordering, restaurant booking, subscription based service and billing in
restaurants, they should also start delivering ordered food at the customer
doorstep. New delivery players are expanding the overall market and
opportunity for new delivery players rather than competing directly with the
aggregators. There is also a possibility that lower-end traditional delivery
restaurants find it easier to outsource their delivery.

Strategies to enhance the performance of services are:

Use of Technology:

With regular updation in technology, the most preferred way of ordering

food is to Order Online. There are many food delivery service providers in
the market like Zomato, Swiggy, etc. There is a high chance of missing
orders at restaurants where volume of delivery is high and are placed
through telephones. Even if they have multiple numbers on taking orders,
many a times calls go unattended as the numbers are busy. To avoid this
situation, they can use a technology termed as Cloud Telephony through
which when the customer calls to place the order and the line is busy, the
call is automatically transferred to the next number until the request is
received. All call logs are maintained and hence track can be kept on it.

Analyse the Change in Consumer Behaviour:

In food ordering service, speed of delivery is the biggest variable in

customer satisfaction. Generally meals are for home, around 82% of the
orders are placed from home while only 16% are from the workplace. These
platforms need clearly observe that orders spike in weekend. The highest-
volume days for the online platforms are Fridays, Saturdays and Sundays,
when 74% orders are placed. Tapping into these changes in Consumer
Behaviour will benefit “Chill-In food” on a large scale.
Provide Great Service:

Chill-In food should take care that the delivered food must be hot which
ensures customers that the food is freshly prepared and should be delivered
in time. They should properly train and equip their delivery boys with
insulated bags that keep hot food warm and cold food fresh. They should
also have add-ons as it is really disappointing for customers if they order
pizza and there is no oregano or chilli flakes. The entire experience of
ordering food and eating should be convenient and be fulfilling for the
customers.