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Leveraging the POS data for Loyalty Programs inside Pet Pooja
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Pet Pooja

Rohit

About Pet Pooja

Starting out in 2011, Petpooja was a food delivery platform for Corporates. Think Zomato or Swiggy, but for bulk corporate orders. With this business model, it achieved a respectable mark in 2 years: serving over 200 corporates by partnering with 300+ restaurants.

But, in the process, they realized that because of the lack of appropriate technology, there were tremendous operational inefficiencies and the restaurant processes were not scalable. A close look at these restaurants’ daily struggles led us to make Petpooja in its current avatar- a coherent Restaurant Management software.

Website:
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Mission:

Our mission is to be the go-to Operating System for all F&B retail across the world!

Pricing Model:

Petpooja believes in a standardized and transparent pricing policy. No matter how big or small the restaurant business is, Petpooja’s technology works seamlessly on every scale.
The packages have been optimized to serve the partner restaurants with the best products and services at the most affordable prices.
Standard Package - ₹ 10,000 per outlet, Renewal ₹ 7500 per year
Add-on packs provide a comprehensive add-on package offering all the features & products to take the restaurant management game to the next level.
User Cohorts and their Features
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Shortlisting of User Cohort

We would be shortlisting the following user cohort to find the problems faced and the corresponding solutions:
Multicuisine/ independent/ unbranded hotels
Reasons:
The customer data maintained by these restaurants is higher as compared to QSR, Cloud Kitchens, Cafes.
The frequency of customer visiting these kind of restaurants is on the higher side as compared to Bars, Fine Dine and Specific Cuisine Restaurants.
The order value is higher as 90-95% of the sales happens during lunch/dinner hours.
Since they serve variety of food items they have an added advantage of choices for customers over other types.
With families being the primary customer of this cohort, the order value is on the higher side as of Cafes or Cloud Kitchens.

User Persona:

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User Interviews: (Only relevant once added)

Interviewed 3 hotel owners who use Pet Pooja as a service to understand more on the a few questions and their

User Stories:

Based on the above user interview I have written down a few user stories.
As a restaurant owner:
I want to increase the customer satisfaction level, so that they visit my restaurant again.
I want to track employee performance, so that I can incentivise good performance.
I want the inventory to be managed, so that I do not go out of stock anytime and avoid excess wastage of food.
I want to manage the hustle with dine-in and delivery orders, so that I can maximize on satisfying customers.
I want to ease the staff management and customer ordering and serving process, so that I can focus on customers.
Shortlisting of User Story:
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Based on the efficiency scoring the user story which gets shortlisted is:
As a restaurant owner, I want to increase the customer satisfaction level, so that they visit my restaurant again.

Business Metrics and Goals:

Profits = Revenue- Operation costs- Rental Costs
Let’s understand what are the different factors affecting revenue
Revenue = f(customer base, average order value)
Revenue = Average order value per table * # of tables
Operations Costs : Daily costs for activities from inventory to labour to keep the restaurant running.
Customer Base: This consists of people who are returning customers, referred customers and ‘let’s try this restaurant’ customers.
Average order value: This is based on the demographics and the purchasing power of the locality.

Goals:

To improve the revenue we need to atleast do one of the following things:
Increase customer base
Increase the average order value
Convert more customers into loyal customers
Reduce the Operations costs

Solutions:

Based on all the above data:
Increase customer base:
Use online channels to create awareness
Use offline means to create awareness
Creative Marketing so that people talk about the restaurant
Use local influencer/ food bloggers to talk about the bestseller dishes.
Increase the average order value
Increase the prices of the menu by small margin
Provide discount on orders above a certain value eg: 10% off on orders worth above Rs. 1000.
Increase the prices of top selling items.
Introduce combos eg: Rice and Dal combos, roti-sabji combos, thali, desert, etc.
Convert more customers into loyal customers
Introduce a loyalty program
Improve on the friction elements which causes customers to not be loyal.
Freebies
Reduce the Operations costs
Use technology to eliminate the challenges with operations
Improving resource planning
We would be shortlisting the solutions based on whether Pet Pooja can accommodate and configure the new solution inside existing system.

Shortlisting Solutions:

Ideating Solutions
Headers
Solutions
Existing ways of doing it/ Remarks
1
Increase customer base:
Use online channels to create awareness
Tvito (Pet Pooja) and Other Social Channels
2
​
Use offline means to create awareness
Out of Scope
3
​
Creative Marketing so that people talk about the restaurant
Out of Scope
4
​
Use local influencer/ food bloggers to talk about the bestseller dishes.
Out of Scope
5
Increase the average order value
Increase the prices of the menu by small margin
Out of Scope. It depends on the customers demographics and competitors.
6
​
Provide discount on orders above a certain value eg: 10% off on orders worth above Rs. 1000.
Pet Pooja can be configured.
7
​
Increase the prices of top selling items.
Out of Scope. It depends on the customers demographics and competitors.
8
​
Introduce combos eg: Rice and Dal combos, roti-sabji combos, thali, desert, etc.
Pet Pooja can be configured.
9
Convert more customers into loyal customers
Introduce a loyalty program inside Pet Pooja
Can be made and added to Pet Pooja
10
​
Improve on the friction elements which causes customers to not be loyal.
Out of Scope
11
​
Freebies to loyal customers
Pet Pooja can be configured to add the freebie based on the order value or number of visit
12
Reduce the Operations costs
Improving resource planning
Pet Pooja can be used for Table management, inventory tracking
There are no rows in this table
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Only one out of the following can be built as a new feature inside Pet Pooja:
Introduce a loyalty program inside Pet Pooja
There are multiple ways to introduce loyalty programs but this will be based on the data available at the Pet Pooja POS.
Pet Pooja App for Customers- The app will be only for customers. It will provide details and lists of restaurants that are registered on Pet Pooja. The restaurants, as well as the customers, will have a count of which restaurants have they visited and how many times. The restaurants will be prompted by Pet Pooja POS to provide the necessary discount at will. This app can be extended to do a lot more.
Repeat Visit Reward- Every nth visit of a customer to a restaurant should be given a specific discount or a freebie from the restaurant. The restaurant owner will get notified by the POS to offer the reward according to her/his will. This is a win-win for the customers as well as the restaurants. The visit counts will be kept as separate data in the POS.
Reward Points- Every time the customer visits the restaurant there will be some reward points which will be allocated by the POS based on the final bill value to the customer. These reward points can be availed at specific restaurants only.

Solutions
Reach
Impact
Confidence
Effort
Score
Pet Pooja App for Customers
2
60
2
80%
3
32
If we consider a time period of 6 month, the CAC for the app will be a challenge.
Higher Impact- Because an App provides a sense of control for the users the impact is on the higher side
Medium Confidence- Adoption of the app by the customers seems to be a challenge
High Effort - Developing the app and the seamless working of the same may require a lot of time and development costs
RICE score is very less and so this solution needs to be eliminated.
Repeat Visit Reward
2
100
3
100%
1
300
The customer needs to go to the restaurant of their choice and avail discounts
Massive Impact- Easy reach will lead to massive impact as there will be a word of mouth about Pet Pooja.
High Confidence-This will drive the flywheel and will bring in more restaurant partners and customers.
Low Effort -Minor changes in existing system required.
Easier to implement along with maximum reach and impact and so we decide to work on this.
Reward Points
2
80
2
80%
2
64
Customer needs to go to particular restaurants which are not of choice to avail discounts
Higher Impact- Easy reach will lead to massive impact as there will be a word of mouth about Pet Pooja.
Medium Confidence-The onboarding of specific restaurants for the discounts might be a challenge initally.
Medium Effort -Changes on the development front - holding the reward points for the restaurants and the customers will be required.
Technical challenges and difficult adoption by the customers.
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Solution to write PRD: Repeat Visit Reward

Metrics impacted:
Customer Retention
Revenue
Scope:
Dine-In orders only.

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