Xarothi FSM - A Comprehensive Data-Backed Food Service Management System

Aesthetic Cafe.
shawnanggg on Unsplash
A Comprehensive Data-backed Food Service Management System
Observational CRM | Smart Data Integration | Insight Generation

Copyright © 2023
Student document publication, meant for private circulation only.

All rights reserved.
No part of this document will be reproduced or transmitted in any form or by any

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Prabhutendolkar and Anant National University.
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Copyright © 2023 by respective people/organisations.
Designed and edited by:

Manas Prabhutendolkar
Email: manas.sics@gmail.com
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Printed digitally in Ahmedabad, India

May 2023
Interaction Design | Bachelor of Design | School of Design | Anant National University
Originality Statement
I hereby declare that this submission is my own work and it contains no full or substantial
copy of previously published material or does not even contain substantial proportions
of material which has been accepted for the award of any other degree or diploma of
any other educational institution, except where due acknowledgement is made in this
Capstone Project.
Moreover, I also declare that none of the concepts is borrowed or copied without due
acknowledgement. I further declare that the intellectual content of this Capstone project
is the product of my own work, except to the extent that assistance from others in the
project’s design and conception or in style, presentation and linguistic expression is
acknowledged. This Capstone project (or part of it) was not and will not be submitted as
assessed work in any other academic course.
Student Name: _______________________
Signature: _______________________
Date: _______________________
3
Xarothi FSM | Capstone Project Report | 2023
Copyright Statement
I hereby grant Anant National University the right to archive and to make available my
Capstone Project Report in whole or in part in the University Library in all forms of media,
now or hereafter known, subject to the provisions of the Copyright Act. I have either used
no substantial portions of the copyrighted material in my document or I have obtained
permission to use copyrighted material.
Student Name: _______________________
Signature: _______________________
Date: _______________________
4
Contents
01. Originality Statement.................................................................03 13. Otenga Photo Gallery................................................................22
02. Copyright Statement..................................................................04 14. Food Service Industry................................................................24
03. Contents.......................................................................................05 15. Food Service Industry in India.................................................28
04. Acknowledgements....................................................................08 16. Trends in the food service industry........................................30
05. About Me......................................................................................10 17. Why this industry?.....................................................................32
06. About University.........................................................................12 18. What is a POS?............................................................................34
07. About Project Sponsor..............................................................14 19. PetPooja: A Case Study.............................................................36
08. Preface..........................................................................................15 20. PetPooja: Product Screenshots...............................................38
09. Project Brief.................................................................................16 21. Need-finding & Market Gap Analysis....................................46
10. About Otenga..............................................................................18 22. Interviews: Gourmet Lab..........................................................48
11. Why Otenga?...............................................................................20 23. Interviews: Fiddleton’s Travel Diaries....................................50
12. Key Contributions and Inspiration..........................................21 24. Interviews: Kailash Parbat........................................................52
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25. Interviews: Mitti Lifestyle Store and Café...........................54 39. Atomic Design Framework.......................................................80
26. Interviews: Terra Food Co.........................................................56 40. Design System.............................................................................82
27. Interviews: Hotel Apna Avenue...............................................58 41. Atom: Colour Styles...................................................................83
28. Interview Analysis.......................................................................60 42. Atom: Text Styles........................................................................84
29. Organisational Hierarchy..........................................................62 43. Atom: Shadows...........................................................................85
30. Xarothi Café: A model................................................................63 44. Atom: Blur Styles........................................................................86
31. Organisational Hierarchy: Xarothi Café.................................64 45. Atom: Horizontal and Vertical Spacers..................................87
32. Product Ideation.........................................................................66 46. Atom: Media > Icons..................................................................88
33. The Importance of CRM............................................................68 47. Atom: Media > Flags..................................................................89
34. Observational Data Collection................................................70 48. Atom: Media > Integrations.....................................................90
35. What is smart data?...................................................................72 49. Atom: Media > Social Icons......................................................91
36. Why is Insight Generation Needed?......................................74 50. Atom: Media > Avatars..............................................................92
37. Feature Matrix.............................................................................76 51. Molecule: Button........................................................................93
38. Information Architecture..........................................................78 52. Molecule: Circular and Horizontal Loaders...........................94
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53. Molecule: Date Picker................................................................95 67. Key Screen: Floor View........................................................... 113
54. Data Architecture.......................................................................96 68. Key Screen: Table Allocation: Customer Data................... 114
55. Key Screens............................................................................... 100 69. Key Screen: Table Allocation: Table Selection................... 115
56. Key Screen: Intro Screen........................................................ 102 70. Key Screen: Updated Floor View......................................... 116
57. Key Screen: Outlet Setup: Basic Details............................. 103 71. Key Screen: Observational Data Entry............................... 117
58. Key Screen: Outlet Setup: Outlet Categorisation............ 104 72. Projected Pathway.................................................................. 118
59. Key Screen: Outlet Setup: Floor Setup - Area 1............... 105 73. Critical Reflections.................................................................. 119
60. Key Screen: Outlet Setup: Floor Setup - Area 2............... 106 74. Citations & References........................................................... 120
61. Key Screen: Outlet Setup: Floor Setup - Confirmation... 107 75. Contact me................................................................................ 127
62. Key Screen: Outlet Setup: Staff Setup................................ 108
63. Key Screen: Outlet Setup: Staff Setup - Confirmation.... 109
64. Key Screen: Outlet Setup: Completion............................... 110
65. Key Screen: Login Screen....................................................... 111
66. Key Screen: Module Selection.............................................. 112
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Acknowledgements
“The power of one, if fearless and focused, is formidable,
but the power of many working together is better.”
Gloria Macapagal-Arroyo
As has always been the case, I would been impossible without her. My father, Amongst my friends, my strongest support
first like to acknowledge my mother, Mr Vishwanath Prabhutendolkar, has also has been my girlfriend, Ms Nandini Jolly
Ms Jaywanti Prabhutendolkar. My mother been one of the most supportive people in and my best friends back in Mumbai,
has made me who I am. She made sure, as a my life. In his eyes, I am an individual who is Mr Kshitij Bidvai, Mr Ishaan Kothiyal and
kid, that I would be proficient in my language capable of doing everything under the sun. Mr Tanay Sanghvi. They have been there
and more importantly, she encouraged my While his over-glorification is misplaced, for me whenever I have seen my motivation
curiosity as a kid. The simple act of being this love of his has kept me going for many crumble or when I have struggled to get a
curious has helped me always search for days. grasp on life. My girlfriend, especially, has
more from this world. Her efforts began literally held onto my hand and pulled me up
right when she was pregnant with me and Whilst my family has been the base of when I felt like giving up. Her help has been
have continued to this date. In her own my support, my friends from FryFrenchie, the cornerstone of my work’s completion.
excessive way, my mother has always had C1-14 and Stultus (as named by us) have
my back. ensured that over these four years, I have While I have had these great support
had some semblance of a college life. As a systems in my personal life, my professional
Secondly, I would like to acknowledge my socially awkward person, I have often been life has been filled with a lot of inspiring
younger sister, Chaturaa Prabhutendolkar. sidelined when groups have been formed. individuals. My sponsor/mentor Ms. Kabya
She is a 12-year-old who holds the maturity Luckily, these friends of mine accepted me Shree Borgohain has been a source of
of a young adult. Managing our two adorable with all my social awkwardness and busy inspiration. Her ability to inspire the people
pet cats, Nekochan and Totoro, would have schedules. around her is captivating. I especially thank
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her for giving me autonomy with my project I wouldn’t have dared to attempt a project encompasses the sheer number of people
which is often not available in sponsored like this. who have helped me through this project
projects. and these four years. Hence, to appreciate
I would also like to thank Architect Ujjwal the support of everyone who has helped
My thanks and appreciation also go out Dawar. Despite not being my faculty, me, I request you to scan this QR Code
to Prof. Vijay Sekhon who has led our conversations with him have helped me below. It is linked to a sheet with a list of
IxD Department towards new and unique understand myself and my project better. names that have supported me or inspired
avenues. The opportunities that have Furthermore, I would like to thank Architect me in this journey. This will be a non-
been accessible to me as an IxD student, Poonam Jolly, for allowing me to stay at the exhaustive list, where I shall keep adding
have helped me explore new grounds and Boathouse, her office/residency/weekend names as I remember.
connect with unique people. home, when I struggled to find a place
where I could isolate and work. Thank you for all the support and belief
I would then like to thank Professor that everyone has placed in me. I hope this
Bhaskar Bhatt. His insights have defined While I write this acknowledgement, I project shall do justice to your faith and
the pathway for my project. Without him, am realising that this piece of text barely support in my abilities.
SCAN ME
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About Me
“Design is thinking made visual.”

Saul Bass
I am Manas Prabhutendolkar, and I am part of the student council. I have done 3 myself, I would say I am, what they call, a
one of the strongest advocates for design different internships whilst being a student generalist. This trait has enabled me to take
thinking and the design process as a way of at this college. As a freelancer, I have the beacon of leadership at various points
life. I believe that design has enabled me to worked on games, branding, social media in my life due to my diverse understanding
approach situations with a problem-solving marketing, website designs, event designs of multiple fields.
and pragmatic mentality. I believe that a and even, e-learning based graphic design.
designer is defined by their ability to think Lastly, I am someone who is always
differently and not by their specialisation in Alongside design, I have always been an enthusiastic to try new things. Hence, I
any particular field. This has enabled me to individual with multiple skills. I live by the look forward to taking you through my
be a freelancer who works on a range of quote, “A jack of all trades is a master of thesis project. I have tried multiple new
projects and a student who has excelled in none, but oftentimes, better than a master of things on this project and have genuinely
both academics and extracurriculars. one.” attempted to push my boundaries as a
designer, researcher and solutionary.
As a student, I have organised numerous I am a writer, a cook, a researcher and even,
events at the college and have also been a a passionate debater. In order to categorise
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Photo of myself. Nandini Jolly
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About University
Anant National University is India’s first experience that prepares them to become
DesignX university. It aims to equip solutionaries.
designers with tools of the digital age
and a multidisciplinary approach to bring AnantU offers seven majors at the
sustainable solutions to the challenges of Undergraduate level in their design school.
the contemporary world. Alongside this, they offer undergraduate
degrees in Architecture, Visual arts and
At AnantU, students are moulded to a BTech degree specialising in Climate
become designers, who possess technical Change. They also offer postgraduate
skills, and a holistic understanding of degrees in architecture and integrated
context and are also good communicators, product design alongside a PG Diploma in
collaborative workers and critical thinkers. Journalism in Built Environment. Alongside
AnantU’s emphasis on multidisciplinary this, they offer numerous other programs
education and unique pedagogical such as their flagship Fellowship Program.
practices gives students a well-rounded
education. It inspires them to develop an
empathetic approach as practised in liberal
arts, engage in critical thinking and widen
the scope of vocational knowledge.
Anant National University hosts an

expert academic and leadership team,
that mentors students to become future
leaders in their profession. The professors
at the University encourage students to
have a Design Thinking mindset whilst
providing them with an interactive learning
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AnantU Campus. Anant National University
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About Project Sponsor

Project Otenga, which has been the Her studio itself is quite fascinating She can be seen hosting numerous
backdrop of my Capstone Project, is a as it works in the niche of food unique events based around food
unique café that specialises in North design. A pioneer in using food as a design through the Project Otenga
East Indian cuisine. Its uniqueness design tool, she believes that food is Café.
is mainly in the fact that despite not just an intrinsic need but is also a
its organic feel, it is all a product of great narrative tool.
meticulous and intentional design.
The Project Otenga Café is the

brainchild of Ms Kabya Shree
Borgohain. She is an alumnus of
the Strategic Design Management
program of the National Institute of
Design, Gandhinagar. In fact, Project
Otenga itself was her graduation
project at NID.
Ms Kabya Shree, alongside managing

Project Otenga, also acts as a
visiting faculty at numerous design
universities and also runs her own
design studio, Otenga Designs.
Ms. Kabya Shree Borgohain. Team Otenga
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Preface
The Capstone Project at Anant National food design studio that works under two when I switched my methods and moved
University is the culmination of a 4 year pillars. These two pillars are designing with towards a product-centric approach.
long Bachelor of Design Degree. Students food and designing for food. Wherein, the
are responsible for choosing their own studio either uses the powers of food as a During my time at Otenga, I extensively
area of interest within the broad margins narrative tool or helps other food-related used the POS System used at the Cafe,
of their specialisation. The briefs can be businesses utilise food better. and that is where I found my final brief.
either self-sponsored or sponsored by I noticed certain gaps within the POS
industries. Industry briefs are mostly rigid In the initial weeks of my Capstone, I was system used, and upon further market
with specific preset requirements. mainly targeting food as a narrative tool research, I confirmed that this was a gap
for my brief. I experimented with food as that a product could be placed within.
For me, however, my industry-sponsored a means of data collection, storytelling
brief came with a lot of autonomy and and also, education. However, after This is how I reached my final brief which is
freedom. Working under the guidance numerous discussions with my mentor, it now being viewed by you in the form of my
of Ms Kabya Shree Borgohain, I was was recognised that the brief needed to be Capstone Project.
permitted to mould my brief along the way. more far-reaching to meet the standards
As mentioned before, Project Otenga is a that I had personally set for myself. That is
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Empowering restaurant owners for

better organisational decision-making
through a smarter and data-centric
Point of Sale (POS) system.
Project Brief
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POS System. FrabPOS on Unsplash
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About Otenga
Project Otenga is a multi-modal cafe that specialises in northeast Indian cuisine. It was Gate No. 2, Inside Ahmedabad
started in 2017 by Ms Kabya Shree Borgohain as part of her post-graduate thesis at University Campus Crossroads,
NID’s Strategic Design Management Program. Over the years, the cafe has grown into a Commerce Six Rd, Swastik
community hub for a variety of incredible and creative individuals. Society, Navrangpura,
Ahmedabad, Gujarat 380009
It also serves as a multi-disciplinary studio specializing in designing food experiences. It
is a team of avid foodies and meticulous designers who believe that food can be a great Singular Floating Urban
narrative tool for solving complex design and social problems. The studio specializes in Population and/or North-East
curating food events, conducting workshops and food-related research, and facilitating Indians
design education through the lens of food. The majority of the studio’s work happens
through the Project Otenga Cafe. INR 750 per person
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Peaceful Slow Collaborative Designed

Key
Values Conversational Homely Innovative Tasty
Otenga Interior. S. Chan for Roots and Leisure
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Why Otenga?
Initially, when discussions about our Capstone began, I was planning to go about my
project in the field of game design. However, that is when the opportunity of Otenga
came by. For me, there were a few important facets that led me to choose Project
Otenga as the backdrop for my thesis project.
Mentorship for working through Otenga was that I

While self-sponsored projects can be done would have to assist at the café from time
throughout my life, the chance at being to time. This was a big plus for me, as I had
mentored by an industry stalwart at this always wanted to work in this industry a
stage of my career was indispensable. little bit.
Furthermore, I had heard about the practice-
based design process being taught in the Regulation
Strategic Design Management program The other benefit of an industry-sponsored
at NID, and I wanted to understand more project was the oversight and regulation
about it. Ms Kabya Shree, as a graduate of that would be offered. In an organisational
that program, had thus provided me with structure, this would greatly benefit me as
the quickest avenue to learn about that it would constantly keep me on my toes
process. and it would ensure that I successfully
target the completion and planning of my
Food work.
I am a foodie. As simple as it may sound,
food is a great motivator in my life. Right
from eating to cooking, I love everything
about food. I knew that being part of
Otenga would also help me connect with
food. Furthermore, one of the prerequisites Otenga Exterior. Team Otenga
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Key Contributions and Inspiration

While it has been established that I didn’t freeze my brief until much later in my time at Otenga, my involvement in a variety of spheres
within the space, inspired me to reach my final brief. It also helped me gain a thorough understanding of the field itself.
At Otenga, my tasks were divided into two spheres: Café related and Design Studio related.
Under the purview of the design studio, in the process of coffee making for a few
I helped plan and conduct 7 events, and orders.
3 talks and helped in the initiation and
ideation of new collaborations for the studio. Principally, the migration process along
Alongside that, I also wrote a majority of with the training sessions and my time
the outgoing communication for Otenga. spent at the billing counter, helped me
This included social media captions, emails, gain a thorough understanding of how
proposals and even forms. I further helped POS Systems are designed and how they
in designing a few collaterals as well. I also function. This also helped me understand,
helped Project Otenga in improving its firsthand, the gaps that were present in
project management by creating project these POS Systems.
trackers for the team on google sheets.
Within the café sphere, I helped the

establishment migrate its POS system
from TMBill to PetPooja. In the process of
doing so, I attended two training sessions
with the PetPooja team and also did the
entire setup by myself. Along with this,
I also helped manage the billing counter
during rush hours and occasionally dabbled
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Events at Otenga. Team Otenga
23
Food Service Industry

Food is a basic need for survival and hence,
a large part of society is structured by food
and the economics of food. This particular
economics in today’s world forms the food
industry.
While the general population might assume

that the food service is limited to the
restaurants they visit, or, at best, the F&B
products they consume. The food industry
is a much larger ecosystem.
Right from the farmers who grow the crops

that feed us at our table to the home cooks
who make our food, they all constitute the
food industry as a whole.
So to articulate one may say that the

food industry comprises every individual,
corporation and government body that is
responsible for or involved in the growing,
processing, preparing and serving of food.
[1]
This also includes ancillary services like
transport systems and companies that
make technology that assists farmers and
others at the bottom of the supply chain.
Woman Farming. Nandhu Kumar on Unsplash
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Serving a salad. Lefteris kallergis on Unsplash
The food service industry itself is a subset of the food industry. It can
be viewed as one of the final steps in the food supply chain wherein
the food itself is served on a plate in front of you. This is made up
of various further categories such as full-service restaurants, cafés,
quick-service restaurants, bars, pubs etc. The meal being served also
comes with various service types, ranging from fine dining to self-
service to take-away to home deliveries. Each different category of
establishment in this industry caters to various types of consumer
groups.[2]
25
The food service industry can also be further divided into an organised and unorganised
sector. In developing countries, the unorganised sector can be seen as a major player and
comprises individuals or families selling ready-to-eat food through vendors, dhabas, food
carts, street stalls, pop-ups and more. These are classified as a part of the unorganised
sectors as they are often not subjected to sanitary standards, legal requirements or
recognition from governmental bodies.
Man selling Pani Puri. Hardik Monga on Unsplash
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The organised sector on the other hand is recognised by governmental bodies and comprises the following offerings:
Unsplash Unsplash Unsplash
Fine Dine Restaurants Cafés Cloud Kitchens
Quick Service Restaurants (QSR) Food Courts Bars & Breweries
Bakeries Large Chains Budget restaurants
& more...
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Food Service Industry in India

The food service industry in India has to adapt their menus and flavours to fit the
always been fairly unique. Due to the Indian taste buds and cultures.
rich cultural landscape of the country and
11.19% an ever-increasing global footprint, food
service outlets in India serve a variety of
An example of this is McDonald’s which
is famous for its beef-based burger menu
CAGR cuisines derived from the different cultures globally, instead serves a large variety
of India and the world at large. India is also of vegetarian options in India and no
a pioneer in the concept of fusion foods beef or pork at all. This is due to the
and is a great study into the concept of cultural landscape of India where cows
localisation, wherein multiple cuisines and are considered sacred and beef is hence
₹ 4.5 even global food service chains have had impossible to serve.[3]
Lakh Crore
sized industry
₹ 65.9
Lakh Crore
projected size of
industry by 2028
Localised Burgers. McDonald’s Blog
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This sort of localisation is also seen where

global cuisines are taken as inspirations to
create Indianised versions of these foods.
For instance, Indian Chinese is a popular
cuisine in the country. It is drastically
different from traditional Chinese food
since it has been adapted to Indian taste
buds.
Another interesting facet of the Indian food

service industry is its segmentation. Almost
65% of the Rs. 4.5 lakh crore food service
industry comes from the unorganised
sector. This includes your street food
stalls, pop-up shops, home cooked tiffin
services, dhabas and more. Their offering is
mainly comprised of affordable food for the
masses. [4]
Despite this large chunk of the market

share being occupied by the unorganised
sector, the food service market in India is
expected to have a CAGR of 11.19% and
is therefore expected to hit Rs.65.9 lakh
crore rupees by 2028. [5]
Cooking in wok. Clem Onojeghuo on Unsplash
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Trends in the food service industry
Within the Indian economy, expenditure on food per capita has increased from roughly INR 9,500 in 2009 (193
1 USD in 2009 according to an average USD to INR value of 1 USD = 48.74 INR) to roughly INR 26,000 in 2018
(372.2 USD in 2018 according to an average USD to INR value of 1 USD = 69.89 INR). This shows an increase
in the demand for food alongside rising food costs. [5]
In 2020, the median age in India was estimated to be 28.7 years. This is because of the rising youth population
in India. Due to this, India’s working-age population has also increased from 36% in 2000 to 49.8% in 2019.
2
This is further expected to rise in the coming years. This is imperative to the food service industry as research
has shown that millennials in India are driving food consumption due to their lower willingness and lack of time
to cook for themselves. Changing family structures are further influencing this since families no longer rely on
a single source of income from the males in the families. Since most families now have both males and females
working, there is a lower number of individuals who are simply managing the homes. [5]
3
India has massive projected growth in the Quick Service Restaurant (QSR) segment with a CAGR of 23% until
2025. The QSR Market is expected to grow and lead to Rs.1182.4 Crore market in Tier 2 and Tier 3 cities alone.
It is expected to be the largest segment in the food service industry in the coming years.[5]
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4
Urbanisation is happening rapidly in India. Approximately 35.39% of the Indian population is already living
in urban cities. This rise in urbanisation is resulting in an increase in disposable income and is also leading to
hectic lifestyles. Due to this, there is a sharp rise in the eating-out culture as well.[5]
The food service industry in India is also seeing a rise in new and unique ways of brand marketing. This is
especially seen through brand collaborations. Businesses with similar synergies are seen joining hands to drive
5
businesses and provide consumers with unique offerings. One such example is the 2022 collaboration between
KFC India and Nestle, with the KFC Popcorn Bowl made with Maggi. [5] Another example of collaboration can
be seen between Mumbai-based Concept Restaurant Bombay Canteen and Sri Lankan restaurant Kotuwa
Canteen with their Kotuwa Canteen Takeover which allowed consumers in Mumbai to experience authentic
Sri Lankan cuisine.[6]
There is also a rise in the awareness around health in urban societies as more and more people are looking
6
towards eating healthy food that is made with locally sourced ingredients. [5] This can be seen with a sharp rise
in restaurants catering to health fanatics and different dietary preferences. For example, meal service company,
Food Darzee makes custom meal plans for individuals based on their health goals. They cater to diet types right
from low-carb, and vegan to even ketogenic diets.[7]
7 Another growth trend can be seen in the Cloud Kitchen Market which is expected to grow with an approximate
15.5% to 17.5% CAGR between 2024-2028. [5]
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Why this industry?

Food is an intrinsic need hence the This is from two perspectives. Firstly, from
demand for food is never going to a business angle, the sheer growth in this
decline. Furthermore, as established in the industry means that if a product manages
aforementioned research, the food service to solve problems and provide unique
market, especially in India, is a growing solutions, it will have great profit potential.
one. With one of the largest working Thereby making this a great industry for
populations in the world, India’s demand intervention.
for pre-cooked food is continually going to
rise. Hence, it is understandable that food Secondly, as this industry is evolving, new
businesses are going to continually grow businesses will be looking for innovative
in both size and number. Due to this, a solutions that can set them apart from the
deciding factor for their sustenance in an competition. Therefore there will also be a
increasingly competitive market will be greater willingness to try newer products
their ability to adapt. allowing for new players in the market.
This is where food service management

becomes a major area of focus. Businesses
will have to ensure that they are at the top
of their game. This is not just applicable to
the quality and taste of their offerings but
also about their ability to engage with the
right audiences and ensure that they have
a sound organisational framework. This is
why this industry has massive potential
for intervention.
32
Dining Room. Zakaria Zayane on Unsplash
33
What is a POS?
A Point-of-Sale (POS) system is a device or software used by retail outlets for processing
transactions by customers. Traditionally, POS systems were manual and maintained in
the form of physical registers and bill books. A lot of informal establishments and small-
scale shops still use this as their preferred method to this day.
The physical registers were replaced by cash register machines which could print bills.
These machines allowed for more organised billing methods. Eventually, these machines
evolved to include LED Screens, cash drawers, credit card magnetic strips and thermal
printing.
Post the start of the digital age. These registers started evolving rapidly. The electronic
cash register (ECR) by IBM was one of the first computer-based POS systems. This allowed
for remote KOT Printing that greatly reduced the time spent relaying orders in restaurant
settings.
In today’s day and age, POS Systems have grown into systems much larger than just billing.
These systems work on multiple hardware platforms, are configurable to incorporate
multiple outlets and hardware systems and also manage inventories. They collect large
amounts of data and process it to give real-time data visualisations as well. [8]
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Person using POS. Simon Kadula on Unsplash
35
v
PetPooja: A Case Study

About
PetPooja is an industry leader in the restaurant management ecosystem. They function
based on 4 pillars- Affordable Pricing, Simplicity of use, Constant Innovation and Accessible
Support. They claim to be an end-to-end solution for the automation needs of a food
service outlet.
The company was founded in 2011 as a delivery platform for corporates. However, they
shifted to the POS software industry when they noticed a market gap.
Restaurants Serviced
Why study PetPooja? 55,000+
There are 3 facets behind selecting PetPooja as the sample product for my research.
Accessibility - At Otenga, PetPooja is the POS System that is currently utilised. Therefore, Countries Serviced
I used to use it daily and hence, had great familiarity with it. India, Middle East, Canada,
Positioning - PetPooja has an ever-evolving software with new aspects being launched South Africa
regularly. This makes the software dynamic and up-to-date. This way I was sure that I was
trying to improve a system based on a well-evolved reference. Costing
Familiarity - Issues or gaps within the POS System that I observed weren’t just based on INR 10,000 yearly
speculation or interviews but also on personal experience.
Services Offered
Menu Online
Billing Inventory Reporting CRM
Management Ordering
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v
Features
• Easy-to-Use Billing Screen • Multi-Stage Recipe • Short-Codes For Quick Billing
• Kitchen Wise Kot Printing • Live Food Cost Report • Multiple Menus
• Online Order Management • Purchase Order Management • Item Combos And BoGo
• Accessible on any Hardware • Single Dashboard Monitoring • Customisable Menu Timings
• Multi-terminal Billing • Comprehensive Tax Reporting • Customer History On PoS
• Offline Architecture • Head-Office Module With Zones • Customer Outreach
• Configurable Taxes and Discounts • User Rights Management • Feedback
• Central Kitchen Module • Anti-Fraud Reporting
• Raw Material Management • Aggregator Menu Management
Accessible Data Points

Invoice Number Item Quantity Discount reason Customer Name Billing User
Date and Time of Item add-ons or Item Category Customer Phone Delivery In-charge
Order variation Packing Charges Number Outlet
Layer 1 Type of Order Cost of Items Cancellation
Delivery Charges KOT
Table Number Discounts Reasons
Waived Off
Items Ordered Payment Mode Amounts Special Notes
Total Sales Payment Mode Total Expense Employee wise Sales summary
Item wise Sales Patterns Table Turnaround Add-on Summary Item-wise tax report
Layer 2 Customer Order Order-type wise Time Discount Summary Feedback summary
History Sales Revenue Leakage Hourly item Sales KOT Summary
37
PetPooja: Product Screenshots
Website Landing Page
38
Biller App Login Page
39
Biller App Table View
40
Biller App Ordering Page
41
Biller App Live View
42
Admin Dashboard Login Page
43
Admin Dashboard Day Summary
44
Admin Dashboard Sales Report
45
Need-finding & Market Gap Analysis
One of the first reasons for choosing a orders and marketing, doesn’t really give management module is also quite tedious
POS system as a base for my project was an insight into the kind of customers and most people rely on external software
my personal experience with the POS who come into the place. Without proper for all their other work.
System at Project Otenga. At Otenga, we segmentation of User Groups, the database
use Pet Pooja as our software of choice. It doesn’t help with targeted marketing. Therefore, despite being a top-to-bottom
is an industry leader and has a design-led restaurant management software, most
software development. It even offers 60+ Furthermore, the reports that are presented users end up using it just for billing.
reports for analysis. are all in the form of tables which makes Therefore it can be said that PetPooja is
it a burden for the user to understand not able to have proper retention of its
However, despite its great product them. Thereby, unless a person is sourcing users on their software.
development, there are a few substantial the data from PetPooja and visualising
gaps in the software. Firstly, its CRM it in another software, it is barely usable. These are obvious gaps in the software
model is quite rudimentary. The only goal Thereby putting the impetus on the user if where other players can intervene.
the model achieves is the creation of a they wish to utilise their data. However, these gaps need to be validated
database. It also relies on the customer to with not just PetPooja in context but also,
provide name and contact data, which they PetPooja also has a few issues wherein with regards to the POS market as a whole
are often hesitant to share. This database, its inventory management system is to validate the need for intervention.
although helpful for repeating customer complex and difficult to integrate. The cost
Hence, to do this, I interviewed 6 food service establishments to understand what they were doing.
46
47
Interviews
Ground Floor, ONE42,
Billionaires Street, Off, Ambli
Gourmet Lab Rd, Ashok Vatika, Ahmedabad,

Gujarat 380058
10 members
The Gourmet Lab is a café and gourmet grocery store in Ahmedabad. It was started in 2021 INR 500 per person
and serves cuisine made with expensive gourmet ingredients. They also own Le Artisan
Boulangerie and serve an assortment of pastries and baked treats. The establishment is
visited mainly by people with high disposable incomes from a general age range of 30 to
40 years.
POS System Used

Interview Observations VasyPOS
1. Chose VasyPOS as a system due to the availability of the store plus food service model.
2. Inventory is managed for the store. For the café, manual inventory records are Interviewee
maintained. This is due to the small size of the kitchen. Manager
3. Menu changes are done based on seasonal ingredients and intuition.
4. Consumer data is not collected during rush hours. Otherwise, name and contact details Outlet Type
are connected. Café
5. Feedback is collected directly through Google reviews. No independent feedback
mechanism is present. Mode of Interview
6. Does not provide services through online aggregators. Locally delivers through the café Offline
itself although this mechanism is not advertised.
7. Data is only used for tallying finances. Otherwise, data utilisation is low/non-existent.
48
Personal Observations
1. Space has a unique offering due to the
integration of a storefront. This not
only expands the customer base but
either sets of customers (café/store)
get influenced to purchase from the
other business. The store also serves as
inventory for the café.
2. The menu has over 100 items with
unique and expensive ingredients.
This can be concerning due to the
requirement of an extensive inventory
filled with perishables and no active
inventory management.
3. The space has pleasant aesthetics
and attracts students and younger
audiences as well. Better collection of
user data and its processing can help
create offerings for them as well.
4. The head chef and the purchase manager
at the outlet are both well-educated
and friendly, however, they aren’t aware Store Interior:Gourmet Lab. Restaurant Guru
of the ecosystem in its entirety.
49
Interviews
One 42, Ground Floor, Ashok
Fiddleton’s Travel Vatika, 11ABC Lane, Bopal,

Ahmedabad - 380058
Diaries 17 members
Fiddleton’s Travel Diaries is a mix between a QSR and a fine dining concept restaurant. The INR 400 per person
establishment is based around a fictional character named Mr Fiddleton, a royal English
trader from the 1800s. Mr. Fiddleton roamed the world and in the process, documented
the recipes of different foods globally in his diary. The same diary that the restaurant and
its menu are based upon.
POS System Used

Interview Observations Flip Office
1. Chose Flip Office due to familiarity. The same software was being run in another of their
restaurants in the past. The manager claimed this software to be an industry standard. Interviewee
2. Inventory Management is done through an add-on service provided by FlipOffice. Manager
3. CRM Data is not collected since people show reluctance in sharing it.
4. No feedback is actively collected. Outlet Type
5. They are available on Online aggregators and these are integrated within their POS.
6. The kitchen has a TV for KOT Management. QSR
7. The establishment faces difficulty in hiring staff.
8. The decisions taken in the cafe are largely based on observation. Mode of Interview
9. The menu is accessible digitally via a QR code scan. A large physical menu is also placed Offline
on the wall at the booking counter.
50
1. The space is driven by health
conscientiousness. The food dishes are
accompanied by nutritional information.
2. The offering is unique due to the
narrative they have brought up.
3. The staff themselves, including the
manager, aren’t well aware of the
backend operations of the restaurant.
They were not aware of whether data
is utilised by the establishment or not.
4. The food proportions seem ill-planned.
As an individual with a seemingly large
appetite, it was a struggle to finish
their bowl, despite it being my first
meal of the day. Better data collection Restaurant Interior. Zomato
and analysis can help identify if this is
actually a problem and then solve it.
51
Interviews
Kailash Parbat 40+ Outlets Country Wide
12-40 members per outlet
Partition brought the Mulchandani brothers to India and Kailash Parbat was established INR 400 per person
in Bombay in 1952. Since then, it has gained a huge amount of popularity not just in
India but around the world. Being a favourite amongst people of all age groups, Kailash
Parbat has become a formidable brand in the restaurant industry that satisfies cravings
for flavours of North and South India, Chinese cuisine and much more.
POS System Used

Interview Observations Rance Lab
1. Chose RanceLab after extensive research and trials of multiple software. It was initially
selected since it had an accounting feature integrated but the accounts team preferred Interviewee
using Tally, so the accounting feature isn’t used. Former Head Office
2. Purchase Orders are tabulated with the goal of keeping food costs below 25%.
3. Mobile numbers and names are collected from consumers. Employee
4. Order cancellation and modification are limited to Head Office to prevent malpractices
from staff. Outlet Type
5. Feedback is collected by email or phone number. Large-Scale Food Chain
6. Online aggregator services are managed through aggregator apps directly. Data is
maintained centrally as staff punches the order in the POS. Mode of Interview
7. Data is used for understanding restaurant performance. Sales help understand finances Online
whereas item popularity helps them make decisions regarding the menu`
52
Restaurant Interior Hong Kong. Honeycombers
53
Interviews
Mitti Lifestyle Store One 42, Ground Floor, Ashok

Vatika, 11ABC Lane, Bopal,
& Café
Ahmedabad - 380058
4 members
Mitti is a lifestyle store with an attached café. Akin to the name, their products and INR 500 per person
the café’s ideology have an earthy base. The café focuses on the utilisation of natural
ingredients and traditional recipes. The café has been functional since 2021.
POS System Used

Interview Observations GoFrugal
1. Chose GoFrugal as a POS System for Café since the same brand is being used for the
store POS. The store POS Software is a different product from the Restaurant POS. Interviewee
2. They simply tabulate purchase orders for getting an idea of costs and inventory. Owner
3. They find their POS to be usable, however, the UI itself feels too Old school and the
software does a poor job of data visualisation. Outlet Type
4. Decisions taken by the café are largely intuition led. Data is only used for tabulating
finances. Café
5. They do not collect customer data. They would, however, prefer to have a database for
their marketing. Mode of Interview
6. They look into Item sales and Volume Sales when it comes to data. Offline
7. They serve via Online aggregators. However, they find that they take a huge cut from
their sales.
54
1. Mitti is a store first and then a café. The
café is small and has a tiny team. The
food served at the café has traditional
roots.
2. The space is situated on the second floor
due to which its visibility is reduced.
3. The café conducts events every Sunday
and hence, is only functional for half a
day. This seems to be a model that has Ice Cream at Mitti Cafe. Zomato
been updated to account for boosting
sales.
55
Interviews
Terra Food Co. 5 cities, 10 kitchens, 8 brands
10 members in each kitchen
Terra Food Company is a multi-brand cloud kitchen that was started in 2020. It functions INR 300 per person
from 5 cities whilst having 1 dine-in restaurant. The company has placed itself in the
affordable gourmet segment while providing cuisines like Japanese, American fast
food, Mexican, North Indian and Italian amongst others. They function through online
aggregators like Swiggy and Zomato, while also having a dedicated app in its beta testing
phase.
POS System Used
Interview Observations PetPooja
1. They initially used Inresto, however, they found the service to not be the best fit for a
cloud kitchen model. Which is why they switched to PetPooja for their POS System. Interviewee
2. Initially tried using PetPooja’s inventory management system but found it to be Owner
ineffective. The inventory is managed on Supply Note.
3. All decisions taken by the brand are done using data. Offers are based on items they Outlet Type
wish to promote so on and so forth.
4. Being a multi-brand kitchen with a Cloud Kitchen model, they find analysing data to be Cloud Kitchen
imperative. Their menu is always dynamic since they are functioning through aggregator
apps. This allows them to use the data to modify the menu according to needs. Mode of Interview
5. They collect data like Order Consumption patterns, hourly trends, add-on options, Offline
order history, price range focus, flavour profiles and menu stocking.
56
1. The cloud kitchen model is an entirely
different game. Data collection is much
easier since users have no option but to
provide details for their online orders.
2. Segregating different cuisines into
individual brands helps the brand have
a greater reach on the aggregator apps.
They also get to target specific user
groups due to this model.
3. Packaging becomes a key area for
functionality. Since they do not have to
serve directly, the packaging becomes
the first physical point of contact for
the customer. The packaging choice Packed Meal. Terra Food Co.
also has to fit the food being served to
ensure no damage during delivery.
57
Interviews
23/3 , New Palasia JanjeerWala
Chauraha , Opp Shalby hospital
Hotel Apna Avenue , Near Arya Samaj Mandir “Dev

Prem”, Indore, M.P
NA
Hotel Apna Avenue is a 50-year-old hotel in Indore. They position themselves as an INR 250 per person
affordable and comfortable stay. They house a pure veg restaurant that offers food at
affordable rates.
POS System Used

Interview Observations NA
1. Use a Broadma Register for billing. Data from the same is digitised and handled on the
Tally software. Interviewee
2. Inventory Management is done manually. Owner
3. Staff needs to be micromanaged. The absence of the owner results in improper
functioning of the space. Outlet Type
4. Indore functions on affordable food. The city either has expensive fine dining or
affordable meals. The hotel hence focuses on the number of orders rather than billing Budget Restaurant + Lodging
value.
5. The establishment is almost 50 Years old and hence a lot of operations at the moment Mode of Interview
are not up to date with modern standards. Online
6. Change becomes complex as tech is not used very commonly in the city and the
available staff aren’t educated enough to operate the same
58
Hotel Exterior. Hotel Apna Avenue
59
Interview Analysis
1
All restaurants to some extent are analysing data. However, it is mostly limited to
Profit/Loss statements.
Food Service establishments across the board are not managing inventory on POS.
2 This is due to the complexity of the inventory system. The recipe-based inventory
system also is not practical as measuring ingredient weights in recipes is not possible
in a kitchen. A lot of cooking is intuitive and weights will always differ.
Customer Data is largely limited to names and phone numbers. Demographics are
3 rarely captured. Despite this, owners and staff know their average user based on
observation.
60
Many food service businesses are selling extensive menus that rarely evolve. Data
4 could be used to understand consumption patterns for better structuring of the
menu.
Food service businesses are not doing trend analysis. Trend analysis can assist
5 in improving the organisational aspects of the establishment such as inventory
restocking, targeted marketing and hiring systems.
6
Food service business owners lack the ability at times to do the aforementioned
data analysis. They could benefit by having assistance on the same.
61
Organisational Hierarchy
In order to fit a product into an industry it A basic model for a food service workforce consumer requests and ensuring a smooth
is important to understand the touchpoints can be divided into 3 layers. The topmost consumer experience. The kitchen staff
for it. These touchpoints are usually the layer is the ownership layer. At this layer, on the other end, is like the back end of
stakeholders that will actually be impacted you have the actual business owners. the outlet. They are responsible for the
by the product. In the context of a POS utilisation of inventory, preparation of
System, taking the restaurant consumer The second layer is the managerial level. dishes and also, and curation of the menu
into direct account is not as imperative as At this layer, you can have all individuals to some extent.
the impact faced by the consumer is based responsible for the on-ground management
on the functionality of the restaurant of the restaurant. In a basic flow, we can These layers shift from outlet to outlet.
itself. Hence, the main stakeholders in attribute this to the general manager, the For instance, in the case of celebrity chef-
this context are the actual members of floor manager and the kitchen manager. owned enterprises the owner also becomes
a food service outlet’s workforce. While the head of the kitchen layer. While, for
the constitution of the workforce itself The final layer is the workforce layer. At smaller owned businesses, the owner
is largely dependent on the services of this layer, the flow can be split across two can be responsible for the on-ground
the establishment, a basic flow can be major areas of any food service outlet. management as well. This layer-based
generated to categorise the workforce The floor and the kitchen. The floor staff model can be hence further expanded
based on their levels of responsibility and is responsible for the front end of the according to the needs of specific outlets.
areas of influence. outlet. This involves taking orders, handling
For the purposes of this thesis, I am modelling a basic simple restaurant to explain its stakeholders and their responsibilities in the
context of the POS system and even outside of it.
Let’s call this restaurant, Xarothi Café.
62
Café
The Xarothi Café is going to be the backdrop manager, Mr Rohan Kishan. Mr Rohan are members of the Floor staff at the
for the basic understanding of the product. Kishan comes under the management workforce level.
level. Under him, we have a floor manager,
The Xarothi Café is a small café that Ms Ayana Liz and a Kitchen Manager, Chef Under Chef Lisa, there are 2 cooks, Ms
specialises in artisanal tea and coffee whilst Lisa Cuzo. These two also come under the Namrata Sanghvi and Mr Raman Nagpal.
providing simple snack-type meals that are management level. She also has two cleaners assigned under
inspired by North Eastern Cuisine. The café her, Mr Rupesh Raj and Mr Rodri Gustavo.
has a sitting capacity of 30 guests and 9 Under Ms Ayana, there are 4 waiters, Mr These are members of the Kitchen staff at
Tables spread across two areas, an indoor Johan Jacob, Ms Natasha Raje, Mr Ali the workforce level.
space and an outdoor space. Mohammed and Ms Rohina Malik. She
also has two cleaners assigned to her. Mr With this model in mind, it is then necessary
The organisational hierarchy of the Café is Ramesh Jaisingh and Mr Rohit Mendoza. to understand each of the stakeholders’
as follows. At the ownership level, we have wants and needs, especially in the
the owner, Mr Manas Prabhutendolkar. The Apart from this, there is also Mr Rajpal Jain context of the POS System for creating a
owner isn’t physically present at the café at and Mr Govind Khurana who are delivery comprehensive product.
all times. Under the owner is the general personnel that respond to Ms Ayana.These
63
Ownership Layer Managerial Layer
Ayana Liz
Floor Manager
Organisational Hierarchy Manas Prabhutendolkar Rohan Kishan
Xarothi Café Owner General Manager
Lisa Cuzo
Kitchen Manager
64
Johan Jacob Natasha Raje Ali Mohammed Rohina Malik

Waiter Waiter Waiter Waiter
Rohit Mendoza Ramesh Jaisingh Rajpal Jain Govind Khurana

Cleaner Cleaner Delivery Personnel Delivery Personnel
Restaurant Floor
Workforce Layer
Kitchen
Rupesh Raj Rodri Gustavo
Cleaner Cleaner
Namrata Sanghvi Raman Nagpal

Cook Cook
65
Product Ideation
As detailed out before, the new POS System that is being designed needs to introduce new mechanisms in a range of areas to better
assist food service outlets like the Xarothi Café in management and decision-making.
Taking this into context one of the first changes that is needed is a purely cosmetic one, that is a rebranding of the product market itself.
As has been established, POS Systems today are no longer limited to point of sale. They assist in better management of the business
in general. Therefore, to integrate this change, I propose a change of nomenclature for the product. Instead of it being called a Point of
Sale system, I believe the software category must now be called Food Service Management or FSM software.
Thus, with this in context, I present to you,
The Xarothi FSM

A Comprehensive Data-backed Food Service Management System
This product will be a modular software, proposed for future addition. solutions for organisational issues and
that vdefined earlier. Each layer will have better management.
independent modules that will cater to the These first two pillars are Observational
needs of the stakeholder involved in using CRM Data Collection and Smart Data The Xarothi FSM will thus enable food
them. Integration. The third proposed pillar service outlet owners to make better
that will be added later is Smart Insight organisational decisions with smarter
This way, the software would reduce Generation. This feature can’t be integrated feedback and ensure a smoother dining
clutter for the users and make usability at this point as it needs a big data like experience for their consumers.
simpler. model wherein anonymised industry
data from multiple users of Xarothi FSM The product will also include things
Apart from its modular structure, the combined with insights and suggestions like flavour profiling of dishes, easier
innovation in the software will be built on from Industry leaders would be needed inventory management and also, better
two main pillars with a third pillar that is for setting benchmarks and providing accountability of staff.
66
The three main pillars and their justification are detailed in further pages.
Observational CRM Data

Smart Data Integration Insight Generation
Collection
67
The Importance of CRM

Consumers have always been at the heart This further allows businesses to take up
of businesses. After all, without consumers, targeted marketing strategies thus saving
a business is a failed idea. However, since marketing costs and also, yielding better
the early 1990’s Consumer Relationship results. A well-rounded approach to CRM
Management (CRM) has become a core also allows the employees of any business
tenet of how businesses function. Despite to better understand their users. This is
having a profit motive, businesses need to pertinent as a better understanding of the
at times move away from the quantitative users allows the employees to provide
aspect of the field and focus on the specific offerings pertaining to the user
qualitative relationship they build with or user type and thus increasing customer
their consumers. satisfaction. [11]
A good customer relation drives brand This is why a better approach to CRM is
growth and hence, every business, to some necessary for food service businesses.
degree, focuses on it. This particular facet By having a better understanding of their
has especially grown in recent years as users, businesses will be empowered to do
technology and the internet has brought better targeting for marketing and manage
people together. Today, brands have several to manage their services to better cater to
digital avenues accessible to them for the their consumers.
purpose of reaching out to customers.
This is where CRM as a business

strategic tool has grown in importance.
By understanding the consumers better,
businesses are now able to target their
best customers and also onboard new
customers from a specific category.
68
Women at billing counter. Blake Wisz on Unsplash
69
Observational Data Collection

If CRM is so important, why do current guest’s gender, age range, body type and to be utilised over a range of responses,
software not deal with it comprehensively? clothing type. This will help derive data the errors would get normalised over time
analysis with the user at the centre. and therefore be valid enough for the task
This is because CRM Data collection has at hand.
two main challenges. Firstly, consumers Furthermore, the business will also be able
are often hyperaware of their privacy and to generate user personas to understand Alongside this, another question that one
hence, hesitate to even give their name the kind of people coming to their might raise is, “Why not use AI-based age
and contact details. If businesses were establishment. An important point to note recognition then?”
to ask them about their demographic is that this system doesn’t replace current
details, they would feel like they are being CRM collection methods. It simply adds Firstly, it is a matter of cost, restaurants
interrogated and therefore, lose interest in to it. Businesses will still be able to build would have to spend money to install
the brand. Secondly, food service outlets databases from the names and contact capable hardware and purchase software.
work at a fast pace during rush hours, so details of willing consumers while getting Secondly, since this will end up storing
any sort of addition to the general flow of a deeper insight into the people who come images, it will also seem like an invasion
orders needs to be fast. Excessive time to their establishment. of privacy. Thirdly, at its current stage,
consumption would therefore spoil the human recognition of age is better than
consumer experience. This however does raise the concern over the commonly available age detection AI
the validity of an observational model. An Models. A recent study found out that in
Then how can Food Service Businesses go observational model is certainly not 100% tests for age recognition, humans were only
about the collection of CRM Data? accurate. However, the errors are mitigated 1.1 years out from accurate recognition
by the creation of general categories. while the AI models were 2.4 years out on
That is where the intervention within For instance, age can be categorised into the same set of photos. [12]
Xarothi FSM comes into play. The software groups like “Children”, “Teen”, “Young
utilises an observational model to put users Adult”, “Adult”, “Senior Citizen”. While Therefore, an observational model, would
at a table into various demographic-based this will certainly reduce the possibility of not only be unique and helpful but also be
buckets. This way the waiter while seating errors, it certainly won’t mitigate it entirely. more comprehensive.
a guest can log the number of people at the However, given that this data is supposed
table, the kind of group they are and each
70
Taking down food order. Jessie McCall on Unsplash
71
What is smart data?

Data in today’s time is like the oil of the early data can be contextualised by correlating
21st Century. It runs the world today due the preference for food choice with
to its immense potential in assisting global temperatures. This methodology will help
trade and economics. Data is important make the analyses more relevant to real-
since it helps people, corporations and time contexts. Furthermore, it would take
governments analyse large amounts of the impetus away from users to manually
information to solve problems, understand enter large amounts of data for the sake of
situations and also, predict futures. analyses, thereby automating the process.
Data in its raw essence is widely available Under the smart data framework, Xarothi
globally. Various tech corporations today FSM will retrieve internet data for the
have access to large pools of data. These following data points- National and Local
large pools constitute what is called Big Holidays, Important days of the year
Data. However, big data by itself isn’t (Valentine’s Day, International Mother’s
helpful. It is only when this mass amount Day, etc), and daily climate.
of unstructured data is moulded via an
intelligent processing of the same, that Furthermore, to improve the accessibility
the data starts getting converted into of the data, the retrieval mechanism could
knowledge. This converted data can be be supported by a GPT module that will
termed Smart Data. [13] be able to use natural language processing
for better contextualisation and greater
In the context of Xarothi FSM, Smart accuracy. [14]
data utilisation can be referred to as the
addition of multiple data points through
various verified sources on the internet
to allow better contextualisation of POS-
generated data. For instance, weather
72
Interconnected cubes. Growtika on Unsplash
73
Why is Insight Generation Needed?

As defined earlier, data by itself has little Xarothi FSM can eventually also look into
value. It is only when the data is processed the act of Insight generation to provide its
and turned into knowledge, data becomes users with an additional layer of assistance,
a powerful tool. wherein instead of seeing bar charts or
pictograms, users will also get a direct
One of the major ways of data processing understanding of the information with the
is the act of data analytics and data context of industry standards and expert
visualisation. In visualising data, we make recommendations.
data more accessible for users to derive
knowledge from. However, this further For this to work, the product itself will need
puts the impetus on the viewers to be to reach a wide base of businesses to build a
aware of the interplay of numbers and what database that can create standard models
they imply. This is where insight generation for users to compare their businesses to.
comes into play.
Furthermore, it would also need insight
Simply put, data analytics is the organisation generation from industry experts and
and examination of data. Data visualisation researchers in order to create suggestive
is therefore in a way a way of analysing models for interventions by businesses.
data. However, the act of finding patterns
within the analysed data is the act of
creating data insights. [15]
As such creating data insights is a complex

task. However, if we look at large-scale
tech firms, they do this on a day-to-day
basis for various clientele. This is due to the
integration of large-scale data processing.
74
Two people ideating. Kaleidico on Unsplash
75
Feature Matrix
After the research and ideation phase, it
was imperative to start identification of
product features and how they would be
utilised in a food service outlet.
Considering the product case study of

PetPooja, it was evident that a POS is a
complex UI System. It caters to multiple
stakeholders and each user only requires
certain levels of information that caters
to them. Current POS Systems require the
owners to set these distinctions and this
can be a tedious process, especially if the
user is a novice business owner.
Therefore, I decided to compartmentalise

the UI based on the features of the software
and the features that each stakeholder
would need access to.
76
One can easily get confused while It was important for me to provide take notes, flip between tabs, or open
compartmentalising information, therefore, consistent information for all comparable multiple browser windows. [16]
to make the process smoother, I decided features and the relevant stakeholder to
to use a Feature matrix, also known as a not get lost while going through the UI I used references and ideas from the
Comparison Table. Design. Nielsen Norman Group’s article on the
Comparison Tables to understand good
Comparison tables are generally used in If that information were distributed across practices for designing the feature matrix
E-commerce to highlight differences in detailed pages, the interaction cost and the and the various methodologies that go
product features, however, they can have cognitive load would both increase and I behind designing the same.
a wide variety of applications. would be forced to remember information,
Taking the fictional Xarothi Café into context, the following feature matrix was identified. You can scan
the QR Code below to view the feature matrix.
SCAN ME
77
Information Architecture
After identifying the feature distribution,
it was time to move on to the UI itself.
Usually, I have always approached UI
design through a wireframe mechanism,
wherein I draw wireframes from my UI and
then start creating high-fidelity screens.
However, given the complexity of the

product, this approach was bound to fail.
Without a fair understanding of how the UI
would function, inconsistencies and dead
ends.
“Good design, when it’s done well, becomes

invisible. It’s only when it’s done poorly that
we notice it.” -Jared Spool, UX Designer.
78
Hence, in order to create a good UI design the process of finding information the the software by detailing out the general
it is important that the organisation of the users are likely to abandon the process flow of the UI and what UI elements would
information within the UI is structured and move on. This was also seen in the each section of the software comprise.
and understood by UI designers first. The product research wherein users left out the This was a fairly complex process as POS
general flow of the UI must first be laid inventory management process due to its Systems are large ecosystems.
down before the design even begins. This complexity. [17]
is known as the information architecture.
Hence, I set first set about to defining the
Users in today’s world want instant information architecture of the product. In
gratification. If the user struggles in my approach, I went through a site map for
Since the product is fairly complex, its information architecture is too large to directly showcase in this
document. Hence, you can scan the following QR Code to see the Information Architecture on FigJam.
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79
Atomic Design Framework

While the Information Architecture set
the skeleton of the UI, I still needed to
approach the actual UI Design with a
certain methodology. In the past, I have
haphazardly approached UI Design. This
has resulted in large sets of similar-looking
but different colour shades, extremely
varied font sizes and styles and major
differences in the look and feel of the
same UI Elements across screens. This
was directly in contention with the fourth
Usability Heuristic as my UI designs would
be lacking in consistency and standards. [18].
While these issues make minor differences

in university-level mock projects, in the real
world, this would have led to a nightmare for
developers as they would have to navigate
through hundreds of hex codes, elements
styles and font styles while developing my
UI. It would have also been a nightmare for
the users as they would be greeted with an
inconsistent and complex UI Design.
80
Hence, I started looking for UI Design Design, Brad Frost has conceptualised that This methodology struck a chord with
methodologies. This is where I came while designing UI, we can simplify the me as it simplified the complex UI Design
across Brad Frost’s book, Atomic Design. process by first identifying and establishing process into a simpler mechanism. I then
Brad Frost, a web designer, recognised the smallest functional units of our design. needed a way to structure this mechanism
that methods helped created modularity These are the atoms. Hence, Atoms can to work on my UI Design tool of choice, i.e.
while designing. This makes the job of include colour styles, font styles, shadow Figma.
designers and developers considerably and blur styles, spacers, element sizes,
easier as they begin with a predefined set border radiuses, icon packs etc.
of elements. However, to create a structure
for UI Design, he realised that the best- Using these atoms, we can then proceed to
suiting analogy was from his High School create the molecules, these molecules can
Chemistry classes. be seen as the actual components of our
UI. For instance, the buttons, form inputs,
Under the Atomic Theory of Atoms, most of search bars etc become our molecules.
us have learnt that the world can be broken Then these molecules can be translated
down into ecosystems, which are made up to organisms, which would be the pre-
of constituent organisms. These organisms decided sections. For example, using
can be further broken down into molecules buttons, search bars and logo boxes, we
that form them. Lastly, these molecules can create the headers.
can be divided into their constituent atoms
which are the smallest functional units. These organisms can then be used to make
templates, which, when populated, would
Taking this theory and applying it to UI help create the actual Screens of the UI. [19]
81
Design Systems
After understanding the Atomic Design libraries for their projects. system on Figma with the help of Figma’s
Framework, I realised that I needed in-built features like components and local
thorough documentation, to begin with After understanding these, I moved styles.
my UI Design. I also recognised that this towards more UI Design centric research
documentation needed to be translated and that is when I came across the concept With this information, I set about creating
into Figma, which would be my UI Design of design systems. my own Design System for Xarothi FSM. In
software of choice. the following pages, you can take a look at
Design systems are collections of reusable the various elements of the design system
For this, I started looking at the various components and styles, which follow in correspondence to the Atomic Design
forms of documentation that were being predefined standards. These styles and Framework.
followed. components can then be assembled to build
consistent User Interfaces. It is important I created a Figma Library and published
Within the developer community, to have these systems in place as they allow it locally in order for me to able to use it
documentation is a very strictly followed designers to focus more on the usability of while designing the UI.
process. This can be seen via the various interfaces rather than focusing on ensuring
thoroughly documented blogs that are aesthetic and functional consistency. [23] (Due to the paucity of time for this project, the
following design system is still a work in progress with
present for the various languages and
lots of molecules (Components), organisms (Sections),
libraries out there. Google’s Material Design Library [24] or Templates and pages yet to be designed.)
Apple’s Apple Design Resources – iOS 17
For instance, W3 Schools documents the and iPadOS 17 [25] are examples of open-
various components that go behind a source design systems that designers can
variety of web development languages. use when designing for their respective
[20]
Another example was the Tailwind CSS interfaces.
Library [21] or even the Bootstrap Library [22],
which detailed the various colour styles, A quick look into them made me realise
functional components and even the ways that similar to methods followed by these
in which developers can customise these companies, I could create my own design
82
Atom
Colour Styles
Usage Reference
83
Atom
Text Styles
Usage Reference
84
Atom
Shadows
Usage Reference
85
Atom
Blur Styles
Usage Reference
86
Atom
Horizontal and Vertical Spacers
Usage Reference
87
Atom
Media/Icons
Usage Reference
A carefully selected icon

library from Hero icons that
contains beautiful pixel-
perfect SVG icons by the
makers of Tailwind CSS. [26]
88
Atom
Media/ Flags
Usage Reference
Flag library from Jet Zhu on Figma

community. Tweaked and arranged to
easily access. [27]
89
Atom
Media/Integrations
Usage Reference
Integrations library
by Andrey Kovalev
on Figma community
and payment icons by
IconsScout. [28] [29]
90
Atom
Media/ Social Icons
Usage Reference
Social Media icons in

different variations
from Sebastian
(SHOCKStudio) on Figma
community. [30]
91
Atom
Media/Avatars
Usage Reference
Avatar Library from

Pixsellz on Figma
Community [31]
92
Molecule
Button
Usage Reference
93
Molecule
Circular and Horizontal Loaders
Usage Reference
94
Molecule
Date Picker
Usage Reference
95
Data Architecture
As established under the PetPooja Case
Study, POS Systems collect large amounts
of data to process them. The main key area
of innovation for Xarothi FSM also comes
through the way that data is collected,
interpreted and processed. While the large-
scale structuring of this data amounts to
the backend development of the product,
a rough structuring of what each data
point is supposed to do is essential for
understanding how data is used by the
software.
This is where data architecture comes in.

Data architecture is in itself a large field.
Under data architecture, we can define
how data is managed by a system. Right
from its collection to transformation to the
eventual consumption. It also forms the
foundations for the usage of AI Systems
and large-scale data operations.
Modern data architectures are usually

hosted on cloud-based systems as they
allow for superior computing speeds and
also easier sharing. This allows for better
training of AI-based models. [32]
96
Data architecture doesn’t just help in how of their data. Data ethics helps users trust evolving system.
the data is used by a system but it also businesses and thus, help them grow their
helps establish ethical data practices for systems through the use of data. [33] A few key areas within the data architecture
business. A good data architecture ensures are the types of data being collected. Xarothi
that users can be relaxed when sharing While I am certainly not a data scientist, FSM can generate a minimum of 129 data
their data. Thereby good data architecture to properly explain the functionality of the points under its current capability. Along
allows for transparency, clearly defined software, it was pertinent to understand with this, the system will also retrieve 3
intentions, privacy through anonymisation the flow of data. This is why I ventured into additional data points from the internet to
and security, protection for unexpected the creation of a simple data architecture. better contextualise the data.
outcomes and retention of user ownership This data architecture in itself is a constantly
To get a better look at the data architecture, you can scan the following QR code.
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97
Some of the key data points which are different from existing Restaurant POS Systems are as follows
1. Staff Module Accessibility 4. Menu Dish Ingredients 8. Table Assigned Time
Instead of owners having to individually Although not compulsory, adding Most POS systems only tabulate the data
give permissions to users, users can be ingredients for each menu dish can help based on the time when the first KOT is
assigned modules which they can access. the waitstaff filter foods based on allergies raised.
This compartmentalisation makes it easier and preferences.
This ignores the time spent by the customer
to divide responsibilities. Thereby improving their ability to at the table without ordering food.
recommend. Furthermore, in case of certain
2. Menu Dish Average Cost of ingredients running out of stock, dishes Time noted at the assigning of the table
Preparation: that require the particular ingredient can can help the owners understand how
be disabled from sale, thereby preventing much time the tables are being occupied
Most cuisines do not function on exact customer dissatisfaction. without business, how much time are users
quantities, therefore recipe-based cost taking to decide on orders and how much
deduction gives an improper idea of 5. Guest Gender time are customers sitting at the table from
inventory costing. occupancy to the point of emptying.
This helps to better contextualise CRM
Setting an average cost per dish helps data via observational mediums. This way
users circumvent this complex and as such data can be understood for specific user 9. Time at Table Emptying
ill-fitting step. segments. Most POS systems only tabulate the data
based on the time when the bill is marked
3. Menu Dish Flavour Profile 6. Group Type as paid.
Item-based food sales are important but This helps to better contextualise CRM This ignores the time spent by the customer
they don’t provide a complete picture of data via observational mediums. This way sitting at the table after payment of the bill.
consumer preferences. data can be understood for specific user This can be especially pertinent at Cafés
This can make menu modifications difficult. segments. where people come to work.
A better way is to add flavour profile tags Time noted at the actual emptying of the
to each tag to understand sales based on 7. Guest Age Category table can help owners understand how
flavour, thereby helping understand user This helps to better contextualise CRM long are people sitting post clearance of bill
preferences towards certain flavours and data via observational mediums. This way and how much time are customers sitting
thus using them for better marketing and data can be understood for specific user at the table from occupancy to the point of
more prompt menu modifications. segments. emptying.
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10. Cook Assigned Time and Dish burden on the owner to manually analyse
Completion Time data with holidays in mind. Holiday data can
Looking at the time spent from the time a also help understand user behaviours on
KOT is raised to its completion, is often an holiday and accordingly allow the owners
inadequate system. to plan offers, events and inventory.
Firstly each dish takes a different amount

of time. Secondly, a large KOT might have 12. Days of Importance (Smart Data
certain dishes delivered while others Certain days of importance also impact
pending, having to retain KOT till it’s user behaviours. For example, couples go
entirely completed can misguide kitchen out more on Valentine’s Day and Children
staff. Tabulating the time at which the get treated to meals on Children’s Day etc.
Kitchen Manager assigns a dish to a cook Therefore tabulating days of importance
till the time they mark it as complete can through an online database can help make
help understand a lot about the kitchen the data smarter and accordingly allow the
processes. owners to plan offers, events and inventory.
The owner can understand employee
performance, dish-wise average time 13. Weather (Smart Data)
consumption and also, for the kitchen staff
multiple orders of the same dish can be Weather directly affects user preferences.
assigned to one cook at one time to save For instance, customers will prefer cold
time directly through the system. items in heat and hot items in cold.
Hence, tabulating the weather data through
an online database can help contextualise
11. Holiday List (Smart Data)
the data to allow owners to understand
Retrieving a local holiday list from an online how are the users behaving in particular
database can help contextualise data. weathers and accordingly, the plan offers
Holiday sales are often higher and can thus the next time similar weather shows up.
result in unexplainable spikes in the data,
they can also mess up averages.
Adding a holiday tag helps reduce the
99
Key Screens
The Information Architecture, Design System and Data Architecture are the foundations
of UI Design. A solid framework allows for the creation of a user-friendly and efficient UI.
Having forayed into each of these domains, I then began with my UI Design.
The following pages showcase some of the key screens for the design of the app. These
key screens showcase the general aesthetic of the UI. Upon completion of the design
system, this style and usage of the elements will be used for a full-scale UI Development.
100
iMac Mockup. Febri Angga Nuryandana on Behance
101
Intro Screen
102
Outlet Setup: Basic Details

103
Outlet Setup: Outlet Categorisation
104
Outlet Setup: Floor Setup - Area 1

105
Outlet Setup: Floor Setup - Area 2
106
Outlet Setup: Floor Setup - Confirmation

107
Outlet Setup: Staff Setup - General Manager
108
Outlet Setup: Staff Setup - Confirmation

109
Outlet Setup: Completion
110
Login Screen
111
Module Selection
112
Floor View
113
Table Allocation: Customer Data
114
Table Allocation: Table Selection

115
Updated Floor View
116
Observational Data Entry

117
Projected Pathway
As it stands the project is far from over. A POS is an extremely complex software and it still has a lot of things that need to be
addressed. The work further can be divided into the following stages:
Stage 1- Design System Completion Stage 4- User Testing experts and other designers. The team will
The first order of business is the completion User testing needs to be conducted post then use their expertise to iron out the
of the design system. Based on the jury that to understand the usability of the issues within the product.
feedback, the Design System needs some product and get industry feedback.
amount of re-contextualisation. The Stage 8- Development
typographical options need to be reduced Stage 5- Reiteration Post this, the product can go into actual
to fit the context of an app. Using the feedback the product will have development in order to be released.
to be revisited and modified to be a better
Secondly, more components need to fit. Stage 4 and Stage 5 will have to be Stage 9- Release!
be designed followed by the creation of repeated a few times. After the development is complete, the
sections and templates. product can have its pilot launched in
Stage 6- Pitch select outlets, in order to collect data and
Stage 2- UI Design resolve any bugs etc.
Post the finalisation of the design, the
After the Design System is complete, the product will have to be pitched to investors
entire UI needs to be designed. This will to generate funding. This is pertinent if the Stage 10- Continuous Development
include all the screens that will be seen by product is to be launched into the market. Post the pilot launch, the product can be
the user. launched on a large scale with focused
Stage 7- Team creation marketing and regular updates and
Stage 3- Prototyping development.
Using the funding a team will have to be set
After the creation of the screens, they will up which will include front-end and back-
have to be prototyped to help understand end developers, data scientists, industry
the interactions.
118
Critical Reflections
The following are my personal reflections upon the completion of my thesis submission and the feedback received during my jury. My jury was conducted on
Tuesday, 6th of July, 2023 at 2.00 pm. My jury panel comprised my mentor Prof. Bhaskar Bhat (Associate Professor and Director, School of Design), Prof. Milind
Chitale (Associate Professor and Director, Makerspace) and Mr Puneet Chhikara (Lead Designer, Verizon and Visiting Faculty, AnantU).
1. POS Systems are complex. It is a near-impossible task to create a well-rounded POS System in 5 months. Especially if you are
working alone.
2. Some of the biggest challenges in POS design are the behavioural traits of the users. As mentioned by my jury, even though the
observational data collection model has merit, it needs to be revisited in order to ensure that the wait staff in restaurants ensure
prompt and accurate data entry.
3. I overly diversified my project by trying to solve every single problem that I noticed on my way along. While attention to detail is
good, it is important to not diverge a lot.
4. I picked up a lot of new things, especially with regard to my use of Figma. However, my desire to learn new things at times led me
to do extra in certain places which my project didn’t require. For instance, I went overboard with colour, font and button styles in
my design system due to my curiosity for trying multiple things.
5. I have to imbibe better time management. A lot of time was wasted at the start of my project due to my indecisiveness.
To round it all off, it is obvious that there is certainly room for a lot of improvement. However, as mentioned in my jury feedback, I have achieved a good quantity
of work and also, understood the field of the food service industry in depth. These 6 months have been hectic but they have come with a lot of personal and
professional learning. The mistakes I have made, my inquisitiveness and my want for detail have helped me pick up a lot of important new skills.
I would once again like to thank my mentor, Professor Bhaskar Bhatt for his guidance and for stopping me from changing my thesis brief midway through the
semester. Being an Interaction Design student, I had never had the privilege of learning under him, but these 6 months have made me realise that his teaching style
is every bit as amazing as I had imagined it to be.
Here’s to a break from formal education for the next couple of years!
119
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Manas Prabhutendolkar
+91 83697 48608
manasmanast24@gmail.com
https://www.linkedin.com/in/manas-prabhutendolkar-5a6671150

Xarothi FSM - A Comprehensive Data-Backed Food Service Management System

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Aesthetic Cafe.

A Comprehensive Data-backed Food Service Management System

Observational CRM | Smart Data Integration | Insight Generation

Student document publication, meant for private circulation only.

No part of this document will be reproduced or transmitted in any form or by any

All illustrations and photographs in this document are

Designed and edited by:

Printed digitally in Ahmedabad, India

Student Name: _______________________

Student Name: _______________________

02. Copyright Statement..................................................................04 14. Food Service Industry................................................................24

03. Contents.......................................................................................05 15. Food Service Industry in India.................................................28

04. Acknowledgements....................................................................08 16. Trends in the food service industry........................................30

05. About Me......................................................................................10 17. Why this industry?.....................................................................32

06. About University.........................................................................12 18. What is a POS?............................................................................34

07. About Project Sponsor..............................................................14 19. PetPooja: A Case Study.............................................................36

08. Preface..........................................................................................15 20. PetPooja: Product Screenshots...............................................38

09. Project Brief.................................................................................16 21. Need-finding & Market Gap Analysis....................................46

10. About Otenga..............................................................................18 22. Interviews: Gourmet Lab..........................................................48

11. Why Otenga?...............................................................................20 23. Interviews: Fiddleton’s Travel Diaries....................................50

12. Key Contributions and Inspiration..........................................21 24. Interviews: Kailash Parbat........................................................52

26. Interviews: Terra Food Co.........................................................56 40. Design System.............................................................................82

27. Interviews: Hotel Apna Avenue...............................................58 41. Atom: Colour Styles...................................................................83

28. Interview Analysis.......................................................................60 42. Atom: Text Styles........................................................................84

29. Organisational Hierarchy..........................................................62 43. Atom: Shadows...........................................................................85

30. Xarothi Café: A model................................................................63 44. Atom: Blur Styles........................................................................86

32. Product Ideation.........................................................................66 46. Atom: Media > Icons..................................................................88

33. The Importance of CRM............................................................68 47. Atom: Media > Flags..................................................................89

34. Observational Data Collection................................................70 48. Atom: Media > Integrations.....................................................90

37. Feature Matrix.............................................................................76 51. Molecule: Button........................................................................93

38. Information Architecture..........................................................78 52. Molecule: Circular and Horizontal Loaders...........................94

62. Key Screen: Outlet Setup: Staff Setup................................ 108

63. Key Screen: Outlet Setup: Staff Setup - Confirmation.... 109

64. Key Screen: Outlet Setup: Completion............................... 110

65. Key Screen: Login Screen....................................................... 111

66. Key Screen: Module Selection.............................................. 112

“Design is thinking made visual.”

Photo of myself. Nandini Jolly

Anant National University hosts an

AnantU Campus. Anant National University

About Project Sponsor

The Project Otenga Café is the

Ms Kabya Shree, alongside managing

Empowering restaurant owners for

POS System. FrabPOS on Unsplash

Peaceful Slow Collaborative Designed

Otenga Interior. S. Chan for Roots and Leisure

Mentorship for working through Otenga was that I

Key Contributions and Inspiration

Within the café sphere, I helped the

Events at Otenga. Team Otenga

Food Service Industry

While the general population might assume

Right from the farmers who grow the crops

So to articulate one may say that the

Serving a salad. Lefteris kallergis on Unsplash

Man selling Pani Puri. Hardik Monga on Unsplash

Unsplash Unsplash Unsplash

Fine Dine Restaurants Cafés Cloud Kitchens

Unsplash Unsplash Unsplash

Quick Service Restaurants (QSR) Food Courts Bars & Breweries

Unsplash Unsplash Unsplash

Bakeries Large Chains Budget restaurants