This story is cross-posted at www.mediaagility.com
Do you remember marvelling at the idea of gorging on your favorite ice-cream from the ice-cream parlor that was strategically placed near your school? Or how a pizza shop lured you in when you walked out of your office after a long, hectic day? Well, they practised the law of proximity, critical to sales for any business in the food industry.
Until last decade, having a pizza shop near an office was just not enough. People had no time to go and buy what they wanted to eat. The concept of front door food delivery unfolded to cater to customers who wanted to eat in the luxury of their home or office. But front door food delivery soon shoveled multiple pitfalls in its business model, such as
We witnessed a similar story few months ago. One of the largest chain of fast food restaurants approached us to deliver a location based solution for select regions in India. To dive deeper into their business problems we spoke with Anil*, who works as an Operations manager with the globally distributed fast-food chain.
Their claim to fame was a delivery promise of 30 minutes or less – or they give them away for free. The possibility of timely delivery is determined based on following factors:
According to Anil, out of the 30 mins promised delivery time frame, preparation, and boxing of food takes 10-12 minutes, 8 mins are dedicated to arranging logistics and 10 mins to ferry their piping hot cargo to customer’s front door. This meant rider must know every road, street, pothole, traffic signal, construction site, and traffic choke point, in fast-changing densely populated cities. Without technology’s back it was just not possible!
“During the process, our disappointing moments were customer refusals due to late food delivery, dissatisfied customers….And all of that happened because we did not have access to customer’s accurate location, live traffic updates, road topography, etc.” adds Anil.
Their traditional approach to analyze locations was painfully slow and exhausting. The employees used to manually scout the streets, painstakingly create hand-drawn maps of the delivery perimeters, manually pointed out landmarks such as fire stations, traffic signals, etc. Every new store took 1 month of setup time and this information was never updated. Also each store setup was expensive and it took 2 months after the store opening to start deliveries which meant loss of business. It took them 5 years to analyze store locations for just 250 stores in select regions.
The fast-food brand was dealing with decreasing revenue and was losing out on their customer base when they approached us. Being their digital consulting advisor, we recommended a solid fix for their problem, which was location intelligence with Google Maps.
They were lost and locationally challenged with…
The Google Maps powered location intelligence solution helped their Operations team to :
The solution helped their Executive team to :
Top five Google Maps powered location intelligence capabilities to solve food delivery challenges
With Location Intelligence, operations managers can closely monitor what’s happening with their delivery staff out on road, how happy the customers are, and further decide necessary cuts and adjustments required to improve overall operational functioning and efficiency. Here we unravel the opportunities steered by location intelligence with Google Maps, that can help you rapidly grow your food delivery business.
Business and Offer Locator
Businesses need to be found physically. Boost your sales with interactive business and offer locator. This is a ready-to-deploy solution which can be deployed for any business very quickly.
Experience tracking and monitoring technology that is sophisticated, easy to use, and practical. Bring transparency and clear visibility into the operations through location technology that precisely locates and manages widely dispersed assets from a centralized, real-time map.
Virtually define your store’s geo perimeter on the map that can be setup to fire notifications when your field assets enter or exit the perimeter, cover orders for other nearby stores, and much more!
Faster deliveries could be a differentiator for your food delivery business. Customers prefer restaurants which have less delivery time and who honor the delivery promise. In the wake of the need, the solution helps you create optimum delivery perimeter for each restaurant / store so as to not turn down any order and at the same time meet the delivery SLA.
Routing and Scheduling Optimization
Plan & optimize your on-the-fly & scheduled deliveries within promised time windows and SLAs. With advanced planning, routing, and scheduling algorithms, the system automatically calculates fastest and most efficient routes and multi-stop schedules for field workforce.
Location Intelligence Advisory by Google Maps Certified Consultants
Google is the leader in mapping technology with capabilities to serve very specialized business purpose. Our Advisory board help customers effectively use Google Maps.
Interested to know more? Get in touch with us or request a demo and explore how to map success with a robust, Google Maps powered location intelligence system.