Service Proposition Assessment For A Food Delivery Startup

Objective

As a pre-launch research, a B2B food delivery start-up wanted conduct concept feasibility survey amongst the corporates based out of Bengaluru.

The objective of the study was to identify the acceptability of a food service which had features such as full customization (ingredient, oil and spice-level), wide menu, live-streaming kitchen, online ordering , dedicated customer care etc. and the premium such value-adds commanded.

The sub-objective was to gauge the current vendor arrangement, satisfaction level with current vendor and future expectations.

 Approach

• The study included only those companies which had a tie up with vendors for a specified number of thalis per day. Companies which had in-house kitchen/food-court and companies where there was no food arrangement were excluded from the survey.
• Further shortlisting was done basis employee strength and equal coverage was ensured across organizations with low, medium and high employee strength.
• Appointments were schedules with Admin/HR professionals who were taking care of food requirement of employees.
• Our surveyors also engaged with employees at touchpoints like tea shops where employees visited for small breaks.

Outcome

• Based on research insights, client assessed the food options available with the corporates, their satisfaction level with the vendors and the features which acted as decisive factors in selecting a vendor.
• The client excluded the features which got neutral or low rating and increased focus on features which commanded a premium.                                                                                            
• All promotional communication efforts were also redirected accordingly.