SERVICE MARKETING

ASSIGNMENT FOR MIDTERM EVALUATION

NIKHIL KUMAR AGRAWAL

CORE3, GROUP 2
Roll No.- 20192231
 -: Contents :-

Q 1. Comment on the exact nature of services provided by “Chill-In-

food”.
Q 2. Identify the channels that enhance the services provided by “Chill-
In food”. Justify the effectiveness.
Q 3. Suggest strategies for “Chill-In food” future services to enhance
service performance.
Q 1. Comment on the exact nature of services provided by ‘Chill-in-
food’.
“Chill in food” is an online restaurant discovery platform where users can
search a number of restaurants in different areas, find their menu along with it and
can place their orders with the mode of online payment at their preferred restaurants.

The nature of services provided by “chill-in-foods” are as follows: -

Easy Search

Most of the online restaurant discovery platforms do not give visitors interesting
business search options. Websites like Zomato and Food Panda however has made
business search very simple. A new start-up like Chill-in-food is also making this
possible with a well-organized database optimized to give most relevant results for
any query. This platform allows visitors to search for different restaurants as per their
requirements.

The platform provides an easy search to visitors on the basis of:

 City and locality

 Business name
 Cuisine and dish
 Type of restaurant: dine in, take away, home delivery
 Visitors rating

Digital menu card

This platform allows people to place their orders using a digital menu card. This
allows the users to place their order online without much hassle and with just a few
clicks on their phones. It provides customers with a highly convenient experience.
Many restaurants already have the same facility for their mobile applications, but few
of the restaurants have their digital menu cards uploaded on a mobile application. It
allows customers to choose the food item with the click of a button. Also, one can
choose a restaurant according to their budget and preferences in terms of food
items.

Online reviews and ratings

Chill-in-foods allows users to give their feedback or opinions about restaurants and
the type of services provided. This helps a lot as often; customers prefer to view a
particular restaurant’s rating or reviews on such platforms to decide whether they
want to visit there or not.

If a restaurant is rated well on one of these websites then the chances are high that
people will visit their restaurant at least once.

Online Ordering

Chill-in-food not only provide a platform to search and discover restaurants online,
but users can also order their food in their favourite restaurants through online
payments at ease. The orders are processed to the specific restaurant and the food
is then delivered to the customer at their convenience.

Link between the seller & the consumer

Chill-in-food acts a link between the seller (restaurants) and the customers (end
users) as it is the medium through which the customers discover the restaurant and
place their orders. The point of sale takes place at this platform where the
transaction is made. The quality of service provided by the restaurant also affects the
image of this platform.

Inseparable Services

One of the characteristics of services are its inseparability which means the service
and the service provider cannot be separated. The services that Chill-in-food
provides i.e. online restaurant discovery can never be separated from it. No other
platform can provide this service on behalf of Chill-in-food.
Q 2. Identify the channels that enhance the services provided by
“Chill-In food”. Justify the effectiveness.
The channels that enhance the services provided by Chill-in-food are: -

Mobile app

Chill-in-food provides its services to the users through a Mobile app which has been
one of the most effective channels of service in the new modern era of Internet and
Smartphones. Mobile app is one of the most convenient mediums for users to know
about such services and use them. Chill in food through its mobile app can reach to
a large segment of population as in todays generation where mobile is no longer a
luxury rather a necessity, people tend to such services which provides them the
option of comfort, quality and food delivery at their convenience.

Search Engine Optimized platform

Most of the traffic received by such platform is via search engines like Google,
Yahoo and Bing. So, Chill-in-food being may use this channel of service which
makes our business appear for all relevant searches be it restaurants, nightclubs or
food joints.

Social media websites

No matter what kind of sector a business belongs to, it is critical to have an active
online presence on social media sites like Facebook, Twitter, and Instagram to keep
on going ahead with the changing trends. It attracts large numbers of people in a
short time span with effective online marketing. The success of Chill-in-food largely
depends upon such social media platforms to gain and retain new customers.

Advertisements

Advertisements may act as a large amount of revenue generating source to chill-in-

food as restaurants are listed in such platforms based on the advertisement amount
provided by such restaurants to boost their online visibility.

Online promotion through ‘check in’

Chill-in-food can also give their customers an additional feature using which they can
let their friends know where they are through our mobile app just like Foursquare.

It attracts many customers towards the restaurant as they get to know its name and
it also acts as a real-time recommendation promoting both the restaurant and our
application.
Q 3. Suggest strategies for “Chill-In foods” future services to
enhance service performance.

“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. It also plans
to focus on segments such as online food ordering, restaurant booking, subscription-
based services and billing in restaurants.
To enhance and meet its future services, it needs to work on following strategies:
Infrastructure and Equipment
For “Chill-In food” to enhance their services in delivery of food by themselves, they
must first plan out their supply-chain efficiently. Naturally, Chill-in-food for delivery
service will need cars/bikes. It can either buy its own vehicles and have its logo
printed on them, or it can invest in removable magnets for branding, and arrange for
drivers to use their own vehicle– in exchange for mileage reimbursement. Investment
in hot boxes and bags for keeping food hot (or cold) between pickup and delivery
can also be made. Also, it needs to develop physical and organizational systems that
prevent food from spilling while in transit.
Pricing and Logistics
Chill-in-food can create a fee structure that provides it with enough income to make
profits while also making it worthwhile for restaurants and customers to use its
services. It can fix a delivery time which will be guaranteed to a customer to receive
an order. Customers don't like to wait longer than an hour after they place an order,
and this time frame may be stressful and logistically challenging for our restaurant
partners. Serving a limited geographic area will make it easier to resolve this issue.
Delivering on a specific neighbourhood
As a new player, our delivery service will be easier to market if it has a clear theme.
Chill-in-food may choose to provide food from restaurants in a specific
neighbourhood for customers who live that same neighbourhood or it might focus on
healthier eating options. Whichever target market it chooses, narrowing its offerings
will make it easier to find the right customers – the customers who will continue to
order time after time. And gradually once the delivery service is stabled, it may
expand to another locality as well.
Online slot reservation
Chill-in-food can connect the users with the closest restaurants and provide them
with the required details to reserve the table. Our partnered restaurants through
online registration should accept such requests.

It can also enable customers to book their slots or determine whether if the
restaurant has a free table or not. So, it reduces traffic congestion in front of
restaurants. It can manage customers’ data and keep on updating them with relevant
information, such as discounts, special offers, and attractive deals to retain them.
Track the order delivery

Once the customer orders the meal online, they should be able to track where the
deliverer is. With the use of GPS technology, Chill-in-food can keep a tap on where
the deliverer is and thereby strengthen the delivery process as well.

Loyalty programs

Loyalty programs are like killing two birds with a single stone. It helps in retaining the
existing customers and attracting new ones. A large number of customers are likely
to download our app if we provide them with exclusive offers periodically.

Chill-in-food can offer schemes like discounts on every 5th or 10th visit which would
help in retaining existing customers.

Answering to the feedbacks

Answering tons of questions from its customers should be a usual thing for chill-in-
food. Mostly the questions asked by the customers are common which can be
answered with the help of a FAQ section.

Apart from that Chill-in-food can include short information at every stage which would
help its customers to understand about its services in an efficient manner. It can do
this by following manner:

 To ensure that the customers can contact them with just a tap without leaving
the app.
 In ordering section, it can include the days on which orders are closed.
 For booking tables, it can include information about the maximum people the
restaurant can accommodate for a table.

User Generated Content

User generated content brings credibility to a website. All other content is considered
promotional and rarely helps in building trust. Not just gathering content but making it
part of the main website database can differentiate our platform from a normal online
discovery platform. Here is how the content should be managed and presented to
the users:

 Strict automatic and manual moderation system to avoid spamming in the

reviews section. Restaurants and users will show interest in such an
application only if spamming can be controlled. Else, it will be like any other
online platform.
 Registered users can also upload supporting images with a review. These
images then get integrated with the list of featured images of the business.