SIP PRESENTATION

To Find out "Consumer’s journey over online

food Delivering Applications w'r't Age,
Profession & Spend"

- Presented by: Shivam Kumar Mishra

- Roll Number: 21PGDM-BHU095
SIP ORGANIZATION:
Berco's Restaurants, Delhi
About Berco's
• Bercos is one of the most distinguished names in the culinary
world as far as Chinese and Thai Food is concerned

• Berco’s is known for its delectable Chinese and Thai cuisine

and its service par excellence

• Started in 1982, having 35 outlets across Delhi NCR and

some places like Dehradun, Bhopal, Agra, Patna and
Guwahati

• Out of 35 outlets, 14 outlets are owned by Berco’s Melody

House and rest are its franchises

• They have more than 450 employees working with them

Project 1
• Visiting all outlets at Delhi as a Mystery Customer.
• Inspecting and Surveying each outlet on the basis of
• Standardization
• Ambience
• Service
• Footfalls
• Culture
• Bottlenecks
• Food quality
• Onlive v/s offline percentage of sale
 Major Results and Recommendations
• There were lack of Standardization. Based on that huge purchases needs to be done.
• Outlet wise reports were submitted. Top 3 outlets were Connaught Place, Saket outlet and Faridabad
outlet whereas bottom 3 were Patel Nagar, Rajouri Garden and Noida sector 12.
• Mostly working professionals and housewives are the customers, so special discounts and offers can be
offered on special occasions.
• Berco's Loyalty Program has been introduced to retain Loyal customers by offering them discounts on
their special occasions.
• Some outlets are capable of generating good revenue but due to overload kitched got choked. Opening
more cloudkitchens to nearby those areas can overcome this bottleneck.
 SWOT Analysis
S W O T
(Strengths) (Weaknesses) (Opportunities) (Threats)
Having a legacy of more Loyalty benefits. Engagement on Low level of offers and
than 40 years. Application and website. discounts.
Own Android and IOS Visibility of brand. Competition from same
application with website. Middle class and Upper segment restaurants.
Not providing adequate middle-class segment. Just 35 outlets in 40 years.
Customer Loyalty employee training. Focusing on Student All of sudden increase in
packaging and delivery
High quality of raw category
charges
materials. Lack of Menu Stacking
Location of the outlets.
 Porter's Five Force Model
Threat of New Bargaining Power of Bargaining Power of Threat Of Substitute Rivalry among
Entrants Supplier Buyer Product Competitors

HIGH MEDIUM HIGH MEDIUM HIGH

New Entrants in Food Powerful suppliers in Bercos has smaller Service plays an crucial If the rivalry among the
business keep bringing Services sector use their customer base which role for Loyalty. For existing players in an industry
change and enhance to negotiating power to affects Customer online delivery is intense then it will drive
new innovations. extract higher prices from Retention. Due to packaging plays the down prices and decrease the
Berco's has high threat the firms in Restaurants availability of more first impression. overall profitability of the
as Thai food business is field. Thai cuisines, price Customer needs to be industry
capturing makrket sensitive customers matched.
specially at a place like Almost all the companies switch Bercos operates in a very
Delhi. in the Restaurants competitive Restaurants
industry buy their raw Expects more industry. This competition
material from numerous Discounts with Lower does take toll on the overall
suppliers delivery charges long-term profitability of the
organization
 Project 2
• To enhance online deliveries more operating Profit. As Berco's online delivery generates
more revenue than offline mode.
• In order to survey, organization shared Zomato report where detailed number were mentioned
for each parameter. Those parameters are:
• Menu opens
• Menu scroll
• Menu to Cart
• Final Order
• After surveying these 4 parameters a huge number of customer difference were observed.
Research will mainly derive this particular section.
 Benefits to Intensify Online Delivery

• Online Deliveries covers more revenue percentage than Outlets

• Best way to improve Visibility
• Online Deliveries consists of more loyal customer [As per Zomato Report]
• Positive word of Mouth recommendations
• More convenient and Comfortable
• Targets al category of Customers
Activities Leading to succesful execution
over Online Delivery App

• Customer Experience
• Packaging
• Shorter Delivery Period
• Presentation
• Good Organic Reviews
• Certifications and Licenses
 Research Methodology:

Source of Data

• Primary Data
- Brainstorm sessions with marketing team in order to know the parameters affecting
in online orders.
- Questionnaire was developed for Quantitative research.
 Research Methodology:
• Period of Study:
All the data was collected within the last 4 weeks of the internship. (04th of May 2022
to 4th of June 2022).

• Tools and Technique used:

- A Questionnaire was developed and filled by Berco's customers who has previously
ordered from Zomato for Quantitative research.
- These responses were analyzed by applying ANOVA by SPSS tool.
 Null Hypothesis:
- There is no difference between the ratings given by
the respondents.

Alternate Hypothesis:
- There is a difference between the ratings given by the
respondents.
Segments/category of Respondents:

AGE

PROFESSION

CHOICE OF CUISINE
Comparison of Ratings based on "AGE" of the respondent:
Descriptives of the Ratings based on "AGE" of the respondent:
Insights of the Comparison of Ratings based on "AGE" of the respondent:

Availability of More Anova- It shows p value .639 which is greater than the significance level (.05) which Null is accepted.
Restaurants Mean- Mean ratings of all age group combined = 3.49. Means of all independent age group has been observed to be greater than 3.

Not getting expected Discount Anova- It shows p value .249 which is greater than the significance level (.05) which Null is accepted.
Mean- Mean ratings of all age group combined = 3.74. Means of all independent age group has been observed to be greater than 3.

Bad reviews or lower ratings Anova- It shows p value .202 which is greater than the significance level (.05) which means Null is accepted.
Mean- Mean ratings of all age group combined = 4.02. Means of all independent age group has been observed to be greater than 3.

Higher Delivery Charges Anova- It shows p value .012 which is less than the significance level (.05) which Null is rejected.
Mean- Mean ratings of all age group combined = 3.90. Age group 5 (36-41) has shown the lowest mean rating of 1.
Longer mentioned Delivery Anova- It shows p value .225 which is greater than the significance level (.05) which Null is accepted.
time Mean- Mean ratings of all age group combined = 3.00. Means of all independent age group has been observed to be greater than 3.

Recipe Description of Food Anova- It shows p value .632 which is greater than the significance level (.05) which Null is accepted.
Mean- Mean ratings of all age group combined = 3.11. Age group 3 (24-29) has shown the lowest mean rating 2.87 .

Past order experience Anova- It shows p value .093 which is greater than the significance level (.05) which Null is accepted.
Mean- Mean ratings of all age group combined = 3.90. Means of all independent age group has been observed to be greater than 3.

Unavailability of Food Anova- It shows p value .555 which is greater than the significance level (.05) which Null is accepted.
Pictures Mean- Mean ratings of all age group combined = 3.28. Means of all independent age group has been observed to be greater than 3.

Lack of sureness w'r't Taste Anova- It shows p value .545 which is greater than the significance level (.05) which Null is accepted.
Mean- Mean ratings of all age group combined = 3.59. Means of all independent age group has been observed to be greater than 3.
Comparison of Ratings based on "Profession" of the respondent:
Descriptives of the Ratings based on "Profession" of the respondent:
 Insights of the Comparison of Ratings based on "Profession" of the
respondent:
Availability of More Anova- It shows p value .214 which is greater than the significance level (.05) which means Null is accepted.
Restaurants Mean- Mean ratings of all age group combined = 3.49. Profession group 3 (Currently not working) has shown the lowest mean rating of 2.

Not getting expected Discount Anova- It shows p value .802 which is greater than the significance level (.05) which Null is accepted.
Mean- Mean ratings of all age group combined = 3.74. Means of all independent age group has been observed to be greater than 3.

Bad reviews or lower ratings Anova- It shows p value .445 which is greater than the significance level (.05) which means Null is accepted.
Mean- Mean ratings of all age group combined = 4.02. Means of all independent age group has been observed to be greater than 3.

Higher Delivery Charges Anova- It shows p value .095 which is less than the significance level (.05) which Null is accepted.
Mean- Mean ratings of all age group combined = 3.90. Means of all independent age group has been observed to be greater than 3.
Longer mentioned Delivery Anova- It shows p value .432 which is greater than the significance level (.05) which means Null is accepted.
time Mean- Mean ratings of all age group combined = 3.00. Means of all independent age group has been observed to be greater than 3.

Recipe Description of Food Anova- It shows p value .126 which is greater than the significance level (.05) which means Null is accepted.
Mean- Mean ratings of all age group combined = 3.77. Means of all independent age group has been observed to be greater than
3.

Past order experience Anova- It shows p value .672 which is greater than the significance level (.05) which Null is accepted.
Mean- Mean ratings of all age group combined = 3.90. Profession group 3 (Currently not working) has shown the lowest mean
rating of 1.50.

Unavailability of Food Anova- It shows p value .882 which is greater than the significance level (.05) which Null is accepted.
Pictures Mean- Mean ratings of all age group combined = 3.28. Means of all independent age group has been observed to be greater than 3.

Lack of sureness w'r't Taste Anova- It shows p value .501 which is greater than the significance level (.05) which Null is accepted.
Mean- Mean ratings of all age group combined = 3.59. Means of all independent age group has been observed to be greater than 3.
Comparison of Ratings based on "Spend" of the respondent:
Descriptives of the Ratings based on "Spend" of the respondent:
 Insights of the Comparison of Ratings based on "Profession" of the
respondent:
Availability of More Anova- It shows p value .662 which is greater than the significance level (.05) which means Null is accepted.
Restaurants Mean- Mean ratings of all age group combined = 3.49. Means of all independent age group has been observed to be greater than 3.

Not getting expected Discount Anova- It shows p value .174 which is greater than the significance level (.05) which means Null is accepted.
Mean- Mean ratings of all age group combined = 3.74. Means of all independent age group has been observed to be greater than 3.

Bad reviews or lower ratings Anova- It shows p value .445 which is greater than the significance level (.05) which means Null is accepted.
Mean- Mean ratings of all age group combined = 4.02. Means of all independent age group has been observed to be greater than 3.

Higher Delivery Charges Anova- It shows p value .092 which is less than the significance level (.05) which means Null is accepted.
Mean- Mean ratings of all age group combined = 3.90. Spend group 3 (above 700) has shown the lowest mean rating of 1.
Longer mentioned Delivery Anova- It shows p value .712 which is greater than the significance level (.05) which means Null is accepted.
time Mean- Mean ratings of all age group combined = 3.00. Means of all independent age group has been observed to be greater than 3.

Recipe Description of Food Anova- It shows p value .520 which is greater than the significance level (.05) which means Null is accepted.
Mean- Mean ratings of all age group combined = 3.77. Spend group 2 (300-499) has shown the lowest mean rating of 2.87.

Past order experience Anova- It shows p value .895 which is greater than the significance level (.05) which Null is accepted.
Mean- Mean ratings of all age group combined = 3.90. Means of all independent age group has been observed to be greater than 3.

Unavailability of Food Anova- It shows p value .431 which is greater than the significance level (.05) which Null is accepted.
Pictures Mean- Mean ratings of all age group combined = 3.28. Spend group 2 (300-499) has shown the lowest mean rating of 2.96.

Lack of sureness w'r't Taste Anova- It shows p value .802which is greater than the significance level (.05) which Null is accepted.
Mean- Mean ratings of all age group combined = 3.59. Means of all independent age group has been observed to be greater than 3.
 Final Recommendations (P1 &P2):
• More and More Customer experience.
• Berco's loyalty Program needs more organic data for which Feedback at the outlets needs to
be taken aggresievly.
• More clicks needs to be purchased for Zomato and Swiggy
• Delivery timing should be reduced, for that Cloud kitchens can help.
• As per outcome Delivery charges affects for that Exemption of packing charges can be
implicated after a certain amount.
• Bloggers Meet is the best way to increase visibility.
• Presentation of the Menu also needs a new photoshoot. [As per Research]
• New Menu Stacking were done for Standardization over online app.
 Limitations of the Study:

• The time of research poses a hindrance due to it being it restricted to one month.

• It was difficult to tap past customers for getting their responses.

• The survey were restricted to Delhi and Haryana only.

• Another month Zomato report will be required for recognizing whether the changes made by
Organization is performing or not
 Conclusion:
• The purpose of this study was to understand the Consumer’s order preferences and figuring
out their journey over online food Delivering Applications
• Visibility needs to be implicated over social media and Zomato as well by purchasing more
clicks.
• Berco’s is having many unique resources which other competitors do not have like its own
application, website, etc. These things need to be promoted, which will help to increase the
brand awareness
• Customer Database needs to be focused for Loyalty programs.
• Each month Report of Zomato needs analytical analysis.
THANK YOU