OWLLIA

NS

Introduction• CATERING SERVICES (overview)

• Over the past few years, India has emerged as a hot favorite location in terms of great food at reasonable rates.

• Today competitive market environment demands for convenience for customers.

• The best part of this industrial field is that it remains unaffected due to market slowdown.

• Market Overview

Restaurant & Catering - Market Potential– The Indian Restaurant industry is worth Rs.43,000

crores*.

– Though only 16% of this market is organized, it is said to accelerate to 45% by 2015.

• Caterers have to be good at a lot of things — from cooking to selling to precise planning.

Introduction cont..

What happens to us when such situation occurs ??????

Introduction to “OWLLIANS”

• A hungry stomach cannot hear .... A hungry stomach cannot think.

• So why let yourself and working employees starve and make them ineffective.

• Here’s a corporate offer for all the companies that have employees working the graveyard shift as well as all the “owllians” in the city.

Mission

“A service oriented midnight kitchen dedicated to provide affordable fast food to as many people as possible.”

Business Model• “ OWLLIANS” is a midnight kitchen.

• Serves fast food from 12 am to 6am.

• Caters to the western suburbs of Mumbai (Borivali to Bandra)

• Employee strength: 2 cooks, 6 delivery boys, 1 Receptionist.

• Serves quality food at reasonable prices.

Services• Online as well as phone orders.

• Phone App.

• Delivery within 30mins.

• Special offers for orders exceeding Rs 399.

• A ‘spice of life’ menu.

Segmentation• Geographically: Western suburbs of

Mumbai (Borivali to Bandra).

• Demographic segmentation:

Age : 16 onwards.

Income.

Occupation.

Target Audience• Youth.

• Students.

• Working class (night shifts).

Positioning

• “Owllians” will be positioned for the current interest in a quicker fast food at moderate to low prices.

PRODUCTDEFINITION: “providing affordable fast food to as

many people as possible as and when required by them.”

• All fast food items.– Sandwiches

– Pizzas

– Pav bhaji

– Rolls

– Burgers

– Pasta

– Milkshakes

– Juices

Price• All the items are moderately priced.

• Pricing strategy:

‐ Cost plus pricing

‐ Basic cost of food + delivery cost +profit = selling price

Place• Location: – A/32, chakala,

Andheri (east).

• Does not matter as the aim of “Owllians” is quick delivery

Promotion• Word of Mouth.

• Email marketing.

• Sales promotion.

• Social media.

People• Delivery boys:– Trained well

– Communication skills

– Mannerisms

– Riding skills

• Cooks:– Hygienic

– Cooking skills

• Receptionist.

Process

Owllians service desk

“Owllians”

Mapping, MOT• Critical Transactions between the

frontline personnel and the customers.

CRITICAL TRANSACTIONS FOR “Owllians”

• Transactions between the delivery boys and customers.

• Communication over the phone while receiving an order.

Interactive Marketing

Company Owllians

CustomersEmployees

Sets the promise“ Timely delivery”

Enables the employees• Motivation (salaries, amenities, bonus)• Training ( Behavioral)

Deliver the promise

Quality Determinants• CRITICAL QDs– Timeliness.

– Communication.

– Responsiveness.

– Reliability.

Service Recovery Strategy

• Discounts.

• Coupons.

• Provides help lines.

• Training.

• Utilizing customer feedback.

Future Plans • If the business is meeting its projections

by the end of a year, we will start scouting for a second location and develop plans for the next unit.

• Our five year goal is to have 3 kitchens in Mumbai with expansion in product range.

Consumer Survey• 90 people were surveyed in total.

• 30 from each respective areas of Bandra, Andheri and Kandivali.

• People between the age group of 21 to35 were surveyed.

Q1. Do you want this type of service ?

Yes No0

10

20

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60

BandraAndheriKandivaliTotal

Q2.How many times in a month would you like to consume such service ?

1 to 5 times 5 to 10 times 10+0

5

10

15

20

25

30

35

40

BandraAndheriKandivaliTotal

Q3.Do you feel the need for such services ?

YesNo

0

10

20

30

40

50

60

BandraAndheriKandivaliTotal

Q4. Which type of Food would you prefer ?

Fast Food Main Course0

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50

60

BandraAndheriKandivaliTotal