Standard Dash Rollout Plan

CLUSTERS, TIMELINES, TRIAL RUN

 BACKGROUND + OBJECTIVES

BACKGROUND:
SHG to remove dependency on Grab/other vendors.

OBJECTIVE:
To develop an end-to-end automated ordering and delivery system that ensures a seamless experience for our guests, and to enable
the shift from Grab to in-house and support profit improvement plans.

Cost of Grab versus Web + Bot System after evaluation of 5 vendors to come up with the lowest price for a complete solution: c
PLATFORM COST PER USAGE EFFECTIVE COST REMARKS
GRAB App-based 15% 11.50% Grab SRP is effectively 5% higher vs DASH
SHG DASH E-commerce website 1.36% 3.36% DASH is 70% lower than GRAB
FB Messenger AI bot Assume all transactions are via Paymaya (+2%)

PLATFORM CURRENT (60/40 split) DASH (30/70 split) all DASH (30/70 split) all PayMaya +
PayMaya (conservative) GCash + Bank Transfers
Effective Cost Pro-rated Effective Cost Pro-rated Effective Cost Pro-rated
Grab 11.50% 6.90% 11.50% 3.45% 11.50% 3.45%
CSR / DASH 1.44% 0.58% 3.36% 2.35% 3.36% / 1.36% 1.55%
Total 7.48% 5.80% 5.00%
O R G A N I Z AT I O N + W AY S O F W O R K I N G

OFS RMS BOT/E-COMMERCE

LEAD (SHG) Joey Ross Cat
MDSCSI Don, Jackee Don, Jackee Don, Jackee
ALFAFUSION TBA TBA TBA

KEY MEETS TEAM SCHEDULES

Kick Off SHG, MDSCSI, ALFA 9-Jul
Steering Committee SHG/Vendor Key Stakeholders 3 key meetings: Kick-Off, mid-project update, Go Live
Alignment (all systems) SHG, MDSCSI, ALFA Weekly
Individual Systems OFS, RMS, E-commerce/Bot Weekly/as needed
 CLUSTERS + TIMELINES

Launch date per cluster

DASH RIDER STORES NOT ROLL-OUT

CLUSTER TRADING AREA LEAD STORE
LOCATION INCLUDED IN DASH DATE
Yabu A30th Ayala 30th Yabu Mega and Galleria;
Ortigas, part of Mandaluyong and
1 Ortigas Cluster Ippudo A30th or Meralco ave parking Ippudo Mega 1-Oct
Pasig
EG Podium lot - for discussion
Yabu Aura
EG One Bonifacio
2 BGC Cluster Taguig, part of Makati and Pasig Ippudo Uptown N/A 1-Oct
then Kiwami Central
EG One Bonifacio
Yabu Rockwell Yabu G2
3 Makati Cluster Makati and part of Mandaluyong Rockwell 15-Oct
Ippudo Rockwell Ippudo G5
Yabu Vertis, UP Town
Vertis (mostly) and UP Yabu SM North Edsa,
4 North QC North QC area Ippudo Vertis 1-Nov
Town Feliz

Yabu Magnolia
5 South QC South QC, San Juan Magnolia Ippudo Eastwood 1-Nov
Ippudo Magnolia
Yabu RPM
6 Manila Cluster Manila and part of Makati RPM N/A 2021
Ippudo RPM
Pasay and part of Makati and Yabu MOA
7 Pasay Cluster MOA N/A 2021
Manila Ippudo MOA
8 South NCR Cluster Alabang and part of Paranaque Yabu ATC ATC Yabu Southmall 2021
 CLUSTERS + TIMELINES

Stores with no Dash delivery coverage

Stores with no DASH Cluster assigned Trading area GRAB OUTLETS (2021)
delivery coverage
1 Yabu Megamall Ortigas and South QC cluster NO
2 Ippudo Megamall Ortigas and South QC cluster NO
3 Robinsons Galleria Ortigas and South QC cluster NO
4 Yabu North Edsa North QC cluster NO
5 Yabu G2 Makati, Manila, Pasay and BGC clusters NO
6 Ippudo G5 Makati, Manila, Pasay and BGC clusters NO
7 Ippudo Eastwood South QC cluster, Ortigas cluster YES
8 Yabu Southmall South NCR cluster YES
9 Yabu Feliz N/A YES
10 Yabu Aura BGC Cluster via Kiwami YES (limited menu)
11 Ippudo Uptown BGC Cluster via Kiwami YES (limited menu)
MARKETING PROMO + PLAN

CALENDAR
Year Phase Promo Stores Duration
Pilot (bot&dash) Free del + 1 bun IPI 30th 1 month
Intervening period Subsidized delivery (Php 79) IPI 30th 2-3 weeks
2020 Free appetizer
Bot/web rollout (but charge P130 del fee to Per cluster* 2 months
customer)
Last mile rollout Free delivery All stores
2021 Exclusive innovs All stores
Other promos i.e. tea time free delivery All stores

*CLUSTERS
Free Appetizer
No. Cluster
(Bot/Web rollout)
Stores LAUNCH PROMOS:
Pilot July 15 Ippudo 30th • Pilot: Free delivery + 1 bun at IPP Ayala 30th
Ippudo Megamall
Yabu 30th • Intervening Period: Subsidized delivery at P79
Ortigas and BGC
1
(5 stores)
Oct 1 - Dec 15 Yabu Megamall • Bot + Web Launch: Free appetizer
Yabu Aura
Ippudo BGC • Dash Launch: Free delivery
Yabu G2
Makati Yabu Rockwell
2 Oct 15 - Dec 31
(4 stores) Ippudo Rockwell
Ippudo Greenbelt
Yabu North
Yabu UPTC
QQ
3 Nov 1 - Jan 15 Ippudo Vertis
(5 stores)
Yabu Magnolia
Ippudo Magnolia
Yabu RPM
Ippudo RPM
Pasay and South NCR
4 Moved to 2021 Yabu MOA
(5 stores)
Ippudo MOA
Yabu ATC
BRANDING
 TRIAL RUN

 OBJECTIVE

Validate the ff:

• Validate Service sequence and collaterals
• Complaints handling and protocol (speed, product handling, completeness)
• Using 100% 3’rd party response and complexity (Angkas, Lalamove, Grab)
• Efficiency assumptions – turnaround, drops per trip, drops per day
• Strategy on spill overs and daily/ weekly peaking
• Effect on promotions – free appetizer and free delivery effectiveness
• Communication effectiveness for cluster target approach
• Cluster assumptions of order shifting to lead store

Come up with the ff:

• Final service manual, collaterals and complaints handling process
• Adjusted forecast for the rest of the cluster
• Adjusted computation and strategy on number of riders per cluster or 100% 3P
• Adjusted Spill over strategy on hour, day and week via 3P providers
• Adjusted promo offerings during launch period (freebies)
• Adjusted communication plan
• Adjusted financial plan
• Adjusted feedback system
 TRIAL RUN
• Cost of Trial
 PROJECT DETAILS
1. Free appetizer - 2 pieces Ippudo buns for 1 mo @50% grab shares
Cost Estimate  Delivery fee to be charged to guest at P130. This will cover the riders cost
 Cost of free appetizer- product cost @ P70/ transaction
• Delivery forecast is based on 50% of grab user will  Total cost for free appetizer is P65k
shift to Dash
Avg daily Current Assumed 2. Free appetizer - 2 pieces Ippud on buns plus subsidized delivery for 1 mo @50%
transaction Grab 50% will grab shares
shares shift  Delivery fee to be charged to guest at P79 vs SHG delivery at P130/transaction
 Total cost of trial is P115k
Ayala 30th 35 60% 10.5
Mega 33 40% 6.6 Delivery cost Cost per hour Cost per day Cost per transaction
Total 17.1
Bike requirement per day 3 EPMPC rider 130.00 780.00 97.50
Bike requirement per week 4 Parking per day 100.00 12.50
Collaterals (total) 3,960.00 1.59
RMS fee 4.90
• Crewing
No of bikes Fees Phone and data usage 35.90 4.49
P200.00 fixed + P70.00 per 3P delivery (most
SHG Regular 4 transaction likely below P100) -
Total (4 riders + 4 trips P1,920.00 / day or 57,600 / Total 120.97
ave) month • Incentive will come from delivery fee in excess of 8 transaction
• Collaterals (total) depreciated in 1 year
• Assumed 8 transaction per day
TRIAL RUN

ACTIVITIES AND TIMELINES

July 6 • Thermal Bag delivery – Stiffener Installation
• Umbrella Designs for quotation Jill – SC
• Order Plastic Vase
July 7 - 9 • Riders Simulations Ross
July 10 • Completion of all delivery tools and forms Ross
July 13 • Mock Delivery to EXCOM using In-house rider Ross
• Comms – RGM to send message to Regular Customer and inform about in-house delivery RGM
and promo
• Comms – Mktg to send Email to Data Bank Cat – Mktg
July 14 • Mock Delivery to Excom using in-house rider Ross
• Comms – Post in Social Media Acct. Cat – Mktg
• Comms – Post in Ayala 30’th Viber Community Cat – Mktg
July 15 • Launch Date
• CSR to suggest in-house delivery Romz
July 20 • In-house delivery week 1 assessment (Sales, TC and TAT) Ross
 TRIAL RUN

Standard Dash Tools

 TRIAL RUN

Standard Dash Rider

 TRIAL RUN
Google map
https://www.google.com/maps/d/vi
ewer?mid=1kvOPELazQzCgYGv0tAsD
JemaEk1KJ1Db&ll=14.579736408309
48%2C121.0618895946289&z=13
Feedback Form Monitoring – Google
Dash Feedback Form – Google
https://docs.google.com/forms/d
/e/1FAIpQLSegySA7vkdxTKG3Pz8K
O9K3KVWgC1XUittcWaodx_ChsR
VDjA/viewform
https://drive.google.com/drive/fo
lders/0B8mm0vRxGc0VfjV3QndTa
W11QmhrLUx4TURvZllmUTJjR3g2
ZHE5UEdGM1VHd2hydEhaaWM?
usp=sharing
 TRIAL RUN

• Scenarios and protocols

Scenarios Resolution Control Measures
- Rider will call the store informing the order is incomplete.Store will call
guest .Ask for details
- FOH will ensure triple check items using item
- Order that was incomplete will be free of charge.
checklist
1. Incomplete orders - If Paid already,Delivery with incomplete order will be free and will be
- Rider will have to check # of bags and check
delivered on the customer preferred date.
attached checklist
- If customer don’t want the items to be free and still wants the order. Store
will send another rider to bring the missing items.
- Damage Order will be free of charge.
- If Paid already, Delivery with damage order will be free and will be - FOH will ensure all items are properly sealed
2. Damage Order delivered on the customer preferred date. - Riders accountability to handle the items
- If customer don’t want the items to be free and still wants the order. Store carefully
will send another rider to replace the damaged order.
- Order that was late for 1 1/2 hour will be free of charge. - Proper scheduling of riders
- Advise customer ahead of time if there will be
3. Late Deliveries possible delays
-If Paid already, Late Delivery will be free and will be delivered on the - Rider efficiency (TAT)
customer preferred date. - Engaged 3'rd party courier
TRIAL RUN