This thesis delves into the realm of digital strategies pertinent to food ordering and online presence, particularly within the context of a middle-sized restaurant chain exemplified by City Group Hospitality (CGH). CGH, based in Baton Rouge, Louisiana, encompasses a diverse array of restaurants catering to various cuisines and demographics. In response to the burgeoning landscape of digital platforms like UberEats, GrubHub, and DoorDash, CGH has embarked on establishing its digital menu website, aiming to transition customers away from third-party platforms and towards its proprietary channel. By leveraging the PopMenu platform, CGH endeavors to offer enhanced customization options across its restaurant portfolio. This thesis adopts a blended approach, combining quantitative analysis with consultative insights. By leveraging data sourced from both direct and third-party channels, the research endeavors to unravel the optimal digital strategy. Concurrently, an in-depth exploration of relevant literature offers insights into prevailing trends and opportunities within the food ordering sector. Upon conducting extensive analysis, the research unveils nuanced findings regarding customer behavior. While minimal disparities were observed between online and offline patrons, as well as those utilizing PopMenu versus UberEats, notable distinctions emerged in terms of pricing dynamics and ordering preferences. Furthermore, the segmentation of customers into distinct clusters offers invaluable insights to inform targeted marketing endeavors. Additionally, delving into the specifics of order content underscores the significance of data ownership, facilitating enhanced customization, personalization, and resource allocation within the restaurant business landscape. Key words: food ordering, food ordering platforms, digital strategy, data ownership, customer behavior, decision making process, customer shift.
Questa tesi approfondisce il campo delle strategie digitali pertinenti all'ordinazione di cibo e alla presenza online, particolarmente nel contesto di una catena di ristoranti di medie dimensioni esemplificata da City Group Hospitality (CGH). CGH, con sede a Baton Rouge, Louisiana, comprende una variegata gamma di ristoranti che soddisfano varie cucine e demografie. In risposta al crescente panorama delle piattaforme digitali come UberEats, GrubHub e DoorDash, CGH ha intrapreso l'istituzione del suo sito web del menu digitale, con l'obiettivo di trasferire i clienti dalle piattaforme di terze parti al suo canale proprietario. Sfruttando la piattaforma PopMenu, CGH si impegna a offrire opzioni di personalizzazione avanzate attraverso il suo portafoglio di ristoranti. Questa tesi adotta un approccio ibrido, combinando analisi quantitative con approfondite intuizioni consultative. Sfruttando i dati provenienti sia da canali diretti che da terze parti, la ricerca cerca di svelare la strategia digitale ottimale. Contestualmente, un'esplorazione approfondita della letteratura pertinente offre spunti sui trend prevalenti e sulle opportunità nel settore dell'ordinazione di cibo. Dopo aver condotto un'ampia analisi, la ricerca svela risultati sfumati riguardanti il comportamento dei clienti. Sebbene siano state osservate minime disparità tra clienti online e offline, così come tra coloro che utilizzano PopMenu rispetto a UberEats, emergono distinzioni significative in termini di dinamiche dei prezzi e preferenze di ordinazione. Inoltre, la segmentazione dei clienti in distinti cluster offre preziosi spunti per informare gli sforzi di marketing mirati. Inoltre, approfondire gli specifici contenuti degli ordini sottolinea l'importanza del possesso dei dati, facilitando una personalizzazione avanzata, personalizzazione e allocazione delle risorse all'interno del panorama aziendale dei ristoranti. Parole chiave: ordinazione di cibo, piattaforme di ordinazione di cibo, strategia digitale, possesso dei dati, comportamento dei clienti, processo decisionale, cambiamento dei clienti.
Strategic trade-offs in digital ecosystems: The case of a mid-sized restaurant chain and food delivery aggregators
DURDEVIC, JOVANA
2022/2023
Abstract
This thesis delves into the realm of digital strategies pertinent to food ordering and online presence, particularly within the context of a middle-sized restaurant chain exemplified by City Group Hospitality (CGH). CGH, based in Baton Rouge, Louisiana, encompasses a diverse array of restaurants catering to various cuisines and demographics. In response to the burgeoning landscape of digital platforms like UberEats, GrubHub, and DoorDash, CGH has embarked on establishing its digital menu website, aiming to transition customers away from third-party platforms and towards its proprietary channel. By leveraging the PopMenu platform, CGH endeavors to offer enhanced customization options across its restaurant portfolio. This thesis adopts a blended approach, combining quantitative analysis with consultative insights. By leveraging data sourced from both direct and third-party channels, the research endeavors to unravel the optimal digital strategy. Concurrently, an in-depth exploration of relevant literature offers insights into prevailing trends and opportunities within the food ordering sector. Upon conducting extensive analysis, the research unveils nuanced findings regarding customer behavior. While minimal disparities were observed between online and offline patrons, as well as those utilizing PopMenu versus UberEats, notable distinctions emerged in terms of pricing dynamics and ordering preferences. Furthermore, the segmentation of customers into distinct clusters offers invaluable insights to inform targeted marketing endeavors. Additionally, delving into the specifics of order content underscores the significance of data ownership, facilitating enhanced customization, personalization, and resource allocation within the restaurant business landscape. Key words: food ordering, food ordering platforms, digital strategy, data ownership, customer behavior, decision making process, customer shift.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/3681