EXECUTIVE SUMMARY

Mobile pre-ordering for restaurants

eat.mobile is an application that allows guests to view the menu, select and order their meal either for takeaway or together with booking a table, and pay for their order from their smartphone using an associated credit card. It simplifies the restaurant experience, making it more convenient and faster for both the guests and the restaurants.

Problem

Eating out is one of the experiences which can still get very cumbersome for the guests. They often spend a significant amount of time waiting for the order to be prepared and served. Many visitors, and especially the price-sensitive youth, nowadays prefer to look into a restaurant’s menu before actually visiting it. Moreover, the ever-increasing pace of life is not properly addressed by the gastronomy industry, since speed in most cases means a significant reduction in quality of food, which does not satisfy the modern consumers any more.

On the other hand side, people nowadays own a powerful tool, which transforms the way this world works – smartphones. And mobile’s capacity in the restaurant world is underutilised, especially in Europe. In the US, the role of mobile in gastronomy is already gaining considerable weight.

USP

This service faces 3 different stakeholders involved into the gastronomy experience. Guests (B2C), restaurants and Point-of-Sale solution providers (B2B) are affected by it, interact with it and gain value from it.

Guests are the direct users of the application and profit from simple and mobile ordering process within a single app. This helps them save time on ordering and also provides an opportunity to explore new restaurants.

Restaurants can be added to the application either through their Point-of-Sale (POS) provider or, at later stages, via a provided interface. By joining eat.mobile, restaurants enjoy an additional channel for cross- and up-selling, direct marketing opportunities and profit from an increased table turnover.

Point-of-Sale solution providers serve as the basis for the application’s back-end since they own data and infrastructure necessary to power the functions of menu browsing, checking-out, and paying. By cooperating with eat.mobile, they leverage the existing infrastructure for additional monetisation.

Business Model

B2C segment will enjoy the app for free. User data will not be traded or revealed to anyone.

Restaurants the main source of revenue, which stems from direct marketing and user engagement fees. If the restaurant connects to the system outside the POS environment, installation fees and revenue cut will be applied.

With POS providers being the Go-2-Market driver, the aim is to introduce a revenue share model with a small percentage of any additional revenue they incur due to incorporating this application (e.g. installation fee and commission)

Contact Person

• Anton Verkhovodov
  anton.verkhovodov@simc.at

Student team

• Anton Verkhovodov

Project-Manager

• Dr. Rudolf Dömötör

• Dr. Kathrin Reinsberger