Name Ceciline Thai
NetID ctha963
Group Number: 208
Website Link: http://infosys1102014fcgroup208.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kayur Ramson Monday 12pm
Time Spent on
32 hours


The lack of efficiency in the restaurant industry due to long cycle times is becoming a common
problem nowadays, thus the company of Touch Menu has been established to address this problem.
Touch Menu is an online based website where subscription is offered to NZ restaurants. In return we
provide them with a touchscreen television like system that is to be placed on top of restaurant tables
and also in the chefs kitchen. The restaurant’s menu would be uploaded onto the website, providing
easy access not only for the businesses but also for their customers. Customers are able to self-serve
and order their meals through the tabletop system via the website and orders are then delivered in
real time to the chefs order screen in the kitchen. Touch Menu also provides entertainment for
customers through movies, games and television shows. We also offer continuous updating services
along side the subscriptions to ensure the product is up to date with economic trends.


3.1 Visi on
To provide an interactive ordering system for New Zealand restaurants, that is easy to use, time
efficient and enhances the overall dining experience for their customers.
3.2 Industry Anal ysis: New Zealand Food Ordering Kiosk Industry
Industry: New Zealand Food Ordering Kiosk Industry.
Force: High/Low: Justification:
Buyer power: Low Currently in NZ there aren’t many choices for buyers to
choose from in terms of food ordering kiosks. The only
known example that has been implemented in NZ would be
a vending machine.
Supplier power: Low Supplier power is low as it is easy for companies to source
electronic parts for kiosk machines. According to (Alibaba,
2014) there are over 300 kiosk suppliers available for
businesses to choose from. Other examples include
sourcing television screen monitors from the vast selection
of electronic stores in NZ such as Harvey Norman and
Threat of new
Low There are high barriers to entry in terms of the costs
involved with introducing ordering kiosks into a business.
Self-service kiosks costs between US$500 to US$3000
each meaning that it would be a costly product for
companies to invest in. (Alibaba, 2014)
Threat of substitutes: High Threat of substitutes is high as there are a variety of
substitutes such as the conventional way of ordering
through waiters or online payments through mobile apps.
(Bird, 2013)
Rivalry among existing Low
Rivalry among existing competitors is low as currently in
New Zealand ordering kiosks is still a developing technology


competitors: thus competition is rather complacent. However, perhaps in
a few more years according to (QSRMagazine, 2014) there
are signs that ordering kiosks will become commonplace
Overall attractiveness of the industry: The overall attractiveness for the NZ food ordering kiosk
industry would therefore be high as there aren’t many existing choices for buyer to choose from thus
competition is rather complacent. The threat of new entrants is also low due to the high costs involved
thus making this industry very attractive.
3.3 Customers and Their Needs
The customers of Touch Menu are New Zealand restaurants who want a product that meets their
needs and delivers value for their business. The needs of New Zealand restaurants include reducing
costs, increasing productivity, increasing customer satisfaction and dining experience, and improving
the quality of their food to attract and retain new customers to stay profitable and generate new
revenue streams. (Restaurantnz.co.nz, 2014)
3.4 The Product and Service
Touch Menu delivers value for NZ restaurants as it allows them to capture their customers’ attention
through the interactive touch screen and supplied entertainment. It is efficient due to the self-service
aspect of the product thus reducing cycle time. The system therefore aids the restaurants need of
reducing costs, as there won’t be the need to hire waiters. It also enables restaurants to focus on the
quality of the food, which will allow them to attract customers and retain new ones thus generating
new revenue streams.
3.5 Suppl i ers and Partners
Possible suppliers could be electronic parts suppliers for parts such as TV screen monitors. Examples
of companies include LG, Sony and Samsung. Another supplier would be an Internet provider such as
Vodafone since the ordering system is based online through the website.
Apple could be a possible partner for Touch Menu as the games that we will be offering will all be
downloaded from the Apple store. They will provide us with free apps and in return we will advertise
their company via the website.
Another partner could be Sky TV. They would offer us free access and subscription to their channels
and in return we would advertise their programme and company on our website. Rugby games, TV
shows and cartoons will be played through Sky TV.



3.6 Strategy: Differentiation
There is a broad scope for this product as this system is targeted for New Zealand restaurants.
According to (Restaurant NZ, 2014) there are more than 11,000 restaurant businesses in NZ thus
making this a broad competitive scope.
There would be hefty costs involved with updating and maintaining the system to stay ahead of
competitors. Research and development would also be a big investment to ensure the initial product
is unique and different and of high quality.
The overall strategy is therefore Differentiation.
3.7 Val ue Chai n Acti vity: Service after sale
The most important value chain activity for this business is Service after sale.
This is important, as the product needs to be up to date with surrounding trends. The company would
therefore need to update the restaurants menus, gaming and television/movie options to be able to
deliver the most efficient value for the restaurant and their customers, meet their needs and to stay
ahead of competition.
3.8 Busi ness Processes
3.8.1. SYSTEM UPDATI NG PROCESS- Touch Menu needs to be updated to keep up to date
with economical trends and restaurant growth. Updates will occur once everyone month in which
information will be gathered regarding what needs to be updated and will be split into the two
categories of menu updates and feature updates. This system updating service will be provided within
the package of the product when restaurants subscribe to our website.




3.8.2. CUSTOMER FEEDBACK PROCESS – To deliver the most value to our customers we
need to identify which aspects of the product are working and which aspects aren’t. This process
therefore involves creating a questionnaire, collecting and then analysing the feedback from the
questionnaire. Findings from the questionnaire will be applied to the update of the system in which
customers will be able to communicate with the company about whether or not their needs have been
addressed or not.


3.9 Functi onal iti es
 Identify updates
 Upload new updates
 Analyse feedback from customers
 Communicate changes to customers
3.10 Systems

3.10.1. WEBSITE UPDATING SYSTEM – Features and menus can both be updated using this
system thus it supports the system updating process. The website updating system is an ERP system
and is ultimately a platform that allows updates to occur which in turn will deliver value for the
restaurant as the website will be up to date with new movies and gaming and menus, enabling
restaurants to meet the needs of their customers.
3.10.2. FEEDBACK ANALYSIS SYSTEM –. The system is a CRM system and is able to
analyse feedback in which a feedback report is produced allowing the customer service department to
see which aspects of the product are meeting customer needs and which aren’t. The system therefore
delivers value as they are catering the product to the customers needs, providing them with a product
that is easy to use, time efficient and will enhances the dining experience of their customers.
3.10.3. ONLINE COMMUNICATION SYSTEM – This system is a CRM system and allows the
company to communicate with NZ restaurants regarding feedback about the product in which will then
be analysed. This whole process occurs online ensuring efficiency and reducing cycle time. The
system would also aid in communicating the changes to customers that have been made using the
feedback gathered.


3.11. Summary Table: Value Chain to Systems

Value Chain
Processes Functionalities Specific Information System(s) Broad Information

1. Upload new updates

2. Identify new updates

Website Updating System

Website Updating System

Enterprise Resource
Planning System

Enterprise Resource
Planning System

1. Analyse feedback from customers

2. Communicate changes to customers
Feedback Analysis System

Online Communication Process

Customer Relationship
management System

Customer Relationship
Management System


IT is a very important aspect in producing this product as it is based online thus technology is needed
for this product to be successful. Touch Menu has been produced to meet the needs of NZ
restaurants and through the various interactive aspects of this product Touch Menu will ultimately
reduce cycle time due to the self-service touch screen system. This means that their customer
wouldn’t need to wait to be seated or for waiters to come and take their order. This also reduces costs
for restaurants, as they are able to hire fewer waiters. Updates will be continuously provided through
efficient IT systems, ensuring that the product is consistently meeting the needs and demands of not
only NZ restaurants, but also their customers.

1. Alibaba.com. (2014). Kiosks Design Suppliers - Reliable Kiosks Design Suppliers and
Manufacturers at Alibaba.com. Retrieved 17 May 2014, from

2. Alibaba.com,. (2014). Food Ordering Kiosks-Food Ordering Kiosks Manufacturers, Suppliers
and Exporters on Alibaba.comAdvertising Players. Retrieved 23 May 2014, from

3. Bird, R. (2014). Holidy Traffic Presents Restaurant Operators Chance To Improve POS | QSR
magazine. Qsrmagazine.com. Retrieved 21 May 2014, from

4. Qsrmagazine.com. (2014). Revel Systems Launches Consumer-Facing iPad Kiosk -
Restaurant News - QSR magazine. Retrieved 17 May 2014, from

5. Qsrmagazine.com. (2014). Touch Screen Technology Machines Entertain Consumers with
Interaction - QSR magazine. Retrieved 17 May 2014, from

6. Restaurantnz.co.nz. (2014). What Are The Industry's Top Challenges? : Restaurant
Association of New Zealand. Retrieved 18 May 2014, from