IIM Kozhikode

Team 07

Akhilesh Pendkande Kshitija Polge

Our problem-solving approach summarized....

Executive Summary

Deliverables Methodology

Recommend Strategies to multiply the revenue within the

next 6 months from each outlet.

Elaborate on 7P’s of Marketing for Uncafe Survey respondents Personal Interviews

Primary Research - Survey forms and Customer Journey Mapping and Segmentation, Targeting,
Strategize where Uncafe shall expand to have maximum
interviews; Secondary Research Gap analysis Positioning
business impact
To draw consumer behavior insights To recommend solutions in these gaps To identify how & where to reach
We used MECE approach to find out ways to increase revenue in 6 months for New Delhi region The Big Idea

Let's create a buzz - Increase restaurant visibility

Promotional Event - Influencer Marketing -

UNDISCOVERED by UNCAFE 3 influencer types, 3 touchpoints addressed

Tweak Things

Ambience - Menu - Plantable Packaging

* Build a unique feature, Promote the 'must try'; introduce Build a healthy you
Promote ambience, group sharing options and more and healthy planet
Arrangement for singles drinks for college crowd together

Subscription Model

Build a strong base for the niche salad market -

Collaborate with gymnasiums, corporate offices and co-working spaces

'*' represents efforts to be taken in the long-term and hence not

Represents areas where the team has suggested recommendations Expansion strategy - Dine-in and cloud kitchen in Mumbai and Bangalore
included in the 6-month plan
 Survey form, personal interviews and articles to understand the customer segment

Research Insights Key Insights

Primary Research Insights

Survey 80% 75% 60% Youth today wants a

photogenic place that
respondents
differentiates a restaurant
Service, ambience and Surveyors were unaware that Surveyors responded positively
Surveyors are
food quality rated benefits like better skin, immunity, to trying salads as a meal to
unaware of salads as
highest factors for dine- hormonal balance can be achieved reach their health-related goals
Personal full-course meal
in consideraitions from salad as a meal when made aware
Interviews People in metros usually try to
explore new cafes/restaurants
About Restaurants About Uncafe every time they plan to dine in
Differentiating factors for a restaurant Parameters Positives Gaps unless the place has a cult status
Group sharing menu
Menu BYOB is a hit
Secondary Research Insights

missing
Listing in newspapers, No video tour of Uncafe or
Promotion informative Instagram salad benefit video by
Signature Dish Photogenic ambiance Service Quality Group priorities above
handle influencers
individual preferences leads to
Few dine-in reviews,
Customization Transparency Local Influencers choosing places with not so
difference in dine-in and healthy options
options liked by w.r.t. sourced raw can generate high traction Packaging, service, taste,
Reviews delivery reviews
customers materials preferred through their posts fresh ingredients The current low customer base
3.9/ 5 4.4/ 5
Dine-in Delivery can be attributed to low
visibility of Uncafe on social
Accommodates all types Single seats for working media and unawareness about
Ambience
of groups crowd are wall-facing "Salads" as a meal
 Identifying barriers and opportunities in touchpoints to increase visibility

Customer Journey Map

We have divided the customers as aware on healthy eating and unaware about healthy eating habits....
Bottlenecks Observed

Actively seeks May or may not be Assurance of healthy, tasty Craving for experiences Depends on A plethora of options in
healthy eating aware of Uncafe's & unique exp. is the key means visits to other food-freshness, terms of restaurants and
options and offerings; likes Parameters healthy eating outlets taste &/or cafe
Aware

considers salad exploring options USP Packaging Parameters delivery May not be aware of salad
as a complete online Menu Distance Staff/ service experience as a full-course meal
meal Ambiance Anticipation vs Unable to build and
External stimuli (Friends) actual experience continue the healthy eating
habit

Healthy food perceived as

Engage & bland
Awareness Discovery Action Return
Experience Salads are not perceived as
a full-course meal
Knows healthy Friend circle wants more
eating is good Unaware of Uncafe's Assurance of tasty food is Likes cozy, Depends on options, and salad as the
given the offerings; will not crucial instagrammable first impression
Unaware

main menu does not attract

sedentary job but indulge if not places to hang out; & perception them.
doesn't know referred by friends needs guidance formed about The price point is high
what constitutes a during ordering healthy eating
healthy diet
 Who are our target customers, what are their characteristics?

STP

We will now look into the customers who are aware on healthy eating but have different goals.....

Fitness Corporate College Goers &

Enthusiasts Jobbers Groups

Maintaining diet plan difficult Unaware of balanced nutritional food Group does not hang out at a healthy restaurant
Pain Points Many options, not sure which one is legit Too much time is consumed on replicating Tired of junk food but does not know what to
I usually take advise from my trainer healthy dietary suggestions from social media try

Taking care of thier dietary needs consistently Encourage friends to try new places together
Less planning in weekly/monthly diet-plan Restaurant that gives working space with Sharing options, more beverages
Features Required
based on health goals healthy food Good ambience is a must

18-40-year-old males and females 25-40-year-old males and females

18-27-year-old college students
Target Conscious of healthy choices Conscious, affluent and want to spend
Seek more experience-based places
Affluent backgrounds, prefer convenience minimum time deciding what to eat every day.

Social media Social media

Fitness influencers Newspapers, magazines College festivals and stalls
Touchpoints
Gym trainers Office space Word-to-mouth

Strongest base Already current target, work on increasing Potential future base (since repeat rate is 40%,
Why enter? High repeat rate revenues by improving experience this can very well be the future customers)
Higher awareness on salads as a meal
 Our recommendations to increase restaurant visibility and footfall

The Big Idea

Premium restaurants and cafés are high involvement places where the focus in on experience, and experience is all about perception. You
make people perceive that you are a great premium café.
Let's create a BUZZ - Increase Restaurant Visibility

Promotional Event - UNDISCOVERED Influencer Marketing Types of Influencers Visibility touchpoint barriers resolved

Discover the world of salads What is a Salad café? Build a Habit with Us Top healthy places in town
UNDISCOVERED by UNCAFE
Vlogs on Uncafe tour and information Collaborate with Fitness Influencers to Get listed in food vloggers Top 5/Top
What - Promotion of café by inviting a group of 40-50 on salad build your repeater base 10 Healthy Eating places
distinguished people
Local newspaper editor
Premium gym owners / managers
Local influencers with considerable followers Information circulation Niche but prominent base High options, less repetition of restos
When - 2 events in next 6 months Builds an element of curiosity Alignment of your values with Tie-up with multiple influencers
Rationale - Awareness created on salad as a meal customer's long-term goals Brand name pops repeatedly
Create maximum awareness on salad as a meal Involvement Reach Effectiveness Involvement Reach Effectiveness Involvement Reach Effectiveness
Reach multiple customer segments in 1 event

Tweak Things

Ambience Menu Plantable Packaging

Uniqueness Promotion Arrangement The Must Try College-goers Industry-first move to

A background or photo- Increase photos of Singles table One unique dish the crowd Aim - spend quality time together provide plantable packaging
frame that defines Uncafe Uncafe ambiance should be should not miss Include food sharing options for bills over a particular
Instantly recognize such on Zomato and window-facing Mention on social media in menu threshold value or during
photos on social media Swiggy not wall-facing Mention in ordering platform Increase drinks options particular events
 Salads as a meal is a niche market, and subscription can help multiply revenues

The Big Idea

Login / Sign Up on Answer questions on Select plan - Weekly / Build your weekly cart - from Truly helping you get
Uncafe website body type and future Biweekly / Monthly in-house salads or BYOB closer to your health goals
desired health goals (max. 2 out of 5 days per week)

Characteristics of Target Segment Competitor Analysis

Online content consumption and Trends Observed
creation is time-consuming Gourmet, keto, Focus of competitors on making regular food healthier
Cooked in a smart,
Non-availability of required fresh nutritional guidance
diet-friendly way Curated diet plans are common and desired by customers
vegetables
Gaps Identified
Time crunch - visiting cafe /
No competitor in salad only segment
deciding what to order
Umbrella brand of CureFit, Customers have very less choice in choosing what they
Desire of habit TG not money conscious, but value Customized meal plans,
menu changes daily eat
building for money added advantage keto and low-carb

Collaborations
Stakeholder Perspective

Increase visibility for subscription model (details

What's in it for customers?
Reliable
Convenience
Plan weekly, no daily worries
Genuinely healthy meal assurance
Flexibility - BYOB and skip days
What's in it for Uncafe?
Stable source of revenue
Low customer acquisition costs
Better retention rate
Increased LTV
Proximity to the TG
in next page) through
What's in it for mediators? Gymnasiums
Business for logistic partner Corporate offices
A profit-sharing model with gyms Co-working spaces
and yoga centres can be explored Malls
Salad bars in high-end corporate
can be explored
 What can be the new marketing mix of Uncafe....
7 Ps of Marketing
Product
Primary offering - Salad as a
meal (Build Your Own Bowl and
13 salads on Menu)
Other Options - Smoothies,
Sandwiches, Wraps, Beverages
(Juices, Coffee, Tea), Desserts
Healthy mindful Subscription Salad Bowls
eating cafe Sharing options, More Drinks
Price
Salads ranging from Rs. 325
to Rs. 625
Listed as a Gourmet
restaurant, Premium pricing
Cost for two ~Rs. 1100
(Zomato); Rs. 900 (Swiggy)
Process
Efficient service and delivery
(positive reviews online)
Responsible and sustainable
sourcing and packaging
Replicate the same after
expansion
Text in Bold Red indicative of suggested recommendations for Uncafe by the team
Promotion Place
Dine-in restaurant in Delhi
Uncafe social media handles - Instagram, Facebook
(Green Park, Select City
Restaurant listing in magazines, local newspapers
Mall)
Promotional Event - UNDISCOVERED by UNCAFE
Cloud Kitchen in Gurgaon
Influencer marketing - fitness influencers, Uncafe
Delivery through aggregators Zomato,
tour, awareness of salad as a meal, Top 5/ Top 10
Swiggy
Uncafe website Healthy cafe listing
Delivery & Pick-Up from the Uncafe website
Articles in food, Subscription Model Promotion - collaborations
Expansion of Dine-in facilities in Mumbai
health & nutrition Awareness of raw material sourcing
Plantable packaging on delivery orders & Bangalore
blogs
Cloud kitchen expansion
Physical Evidence
People
Premium location and interior
Vibrant ambiance, mood-uplifting interior,
Customer-facing staff
photogenic plating of food
- chefs, waiters,
Plug points, WiFi accessibility for targeted
customer service
working professionals
Eco-friendly packaging
Website and social media presence Delivery aggregators
Non-customer-facing employees - management, admin
Uncafe USP - Signature dish and signature
photograph place Social Proofing - Driving Customers as 'People'
Finding the right Social Media Influencers that can
Pictures / Testimonials of celebrity visits
Hydrophobic fresh produce sourced from represent the product
Logistics partner for subscription
local farms
 Where should Uncafe set its business and replicate the business model from New Delhi?

Expansion and Financial Viability

Expansion Strategy Timeline

Profitability Mumbai (BKC)
New age businesses with modern employees make more conscious choices Present First outlet
achieved Cloud Kitchen
State outside Delhi
Considering the present value proposition, customer base, price point and offerings
of Uncafe, the 5 metro cities is the most viable choice for further expansion
Implementing Mumbai (Fort)
Delhi: 3 outlets (2 Dine-in & 1 cloud kitchen) is enough for the present market Bangalore (Whitefield)
the Big Idea Dine-In
Mumbai & Bangalore: Dine-In
Financial & Technological capitals of the nation, respectively. We recommend organic growth through the self-owned model to provide control.
Highly health-conscious customer segment available with an appetite for Once targeted growth is achieved, franchising can be looked into.
"Salad as a meal."
Financial Analysis
Higher corporate employees - more boost to the subscription model
Chennai: Culturally a more orthodox city, difficult to gain traction Assumption: According to the rental price per month found on various websites, a range of INR 2-2.5 lakhs per
month rent for Uncafe was considered.
Kolkata: Food habits are comparatively different so difficult to penetrate
Rent = INR 2.25 lakhs & Revenue = INR 4.5 lakhs
Mumbai (BKC and Fort) AND Bangalore (Whitefield)

Market Commercial Spending Competition Healthy eating

Size Complexes propensity Salad & Sub. sentiment

High High High Moderate High

Model of Expansion

The elements considered are:

Options to consider
Given values are in INR
Financial Capabilities
Organic Growth Inorganic Growth Total Revenues (6 months) =
Present Brand Value
56,05,927
Business Expertise Self-owned Joint-Venture
Growth strategy preferred Franchising Acquisitions Total Marketing Cost = 17,20,000
(DS Group)
Thank You
References
About, Menu - https://uncafe.in/
Social Media Handles, influencer reach, type of promotions - https://www.instagram.com/uncafesalad/,
https://www.facebook.com/uncafesalad
Reviews, Ratings - Zomato, Swiggy
MECE approach for flow chart - https://caseinterview.com/mece
Competitor analysis subscription model - https://so.city/delhi/article/5-places-that-do-healthy-meal-subscription-plans-and-deliver-to-
your-doorstep
Competitor analysis subscription model - https://www.gqindia.com/live-well/content/9-meal-subscription-services-in-delhi-deliver-food-
doorstep-daily
7Ps of Marketing - https://apiar.org.au/wp-content/uploads/2019/08/18_ICMAR_June2019_BRR799_Bus_pp.-113-125.pdf
7Ps of Marketing - https://www.investopedia.com/terms/f/four-ps.asp
1. Your current location
a. Tier 1, Delhi
Survey Form
b. Tier 1, else
c. Tier 2
d. Tier 3 and rest 5. What meal/s do you consider a healthy diet for a full-course meal? (multiple choice)
2. Gender a. Salads
a. Male b. Traditional Indian Food
b. Female c. Fruits
c. Others d. European(western) Cuisine
d. Prefer not to say e. Cross-cultural dishes
3. Your age bracket (in years)? 6. What is the motivation/reason to switch to a healthy eating alternative?
a. 13 or below a. A better physique (reduce fat)
b. 14 to 18 b. Cardiovascular issues
c. 19 to 23 c. Immunity enhancer
d. 24 to 29 d. Better skin (glowing without pimples)
e. 30++ e. Hormonal balance
4. List the factors in order of importance that is considered while 7. Do you know all the above-mentioned benefits can be realized by having salads as a
selecting a restaurant while dining in. full-course meal?
a. Menu a. A scale of 1 to 5
b. Healthy options 8. Would you prefer eating a salad (meal) to achieve your above-mentioned goal?
c. Ambiance a. (Scale of 1 to 5)
d. Cravings 9. How much are you willing to pay for 1-time meal if exotic veggies and fruits are
e. Value for money added to your daily meal?
f. Uniqueness a. INR 150-200
g. Quality b. INR 200-350
h. Location / Convenience c. INR 350-500
i. Service d. INR 500+
Current Seating for Recommended
singles Seating for singles