A

PROJECT REPORT
ON
SWIGGY
PROJECT REPORT SUBMITTED IN THE
PARTIAL FULFILLMENT FOR THE
DEGREE OF

BACHELOR OF Business Administration

(INFORMATION TECHNOLOGY)

SUBMITTED

BY

JAMEEL AHMAD (11813086)

LOVELY PROFESSIONAL UNIVERSITY, JALANDHAR

PUNJAB(INDIA)
 INTRODUCTION & HISTORY
INTRODUCTION OF SWIGGY
❖ Swiggy is a food ordering and delivery company based out of Bangalore, India.
❖ Swiggy was inspired by the thought of providing a complete food ordering and delivery
solution from the best neighborhood restaurants to the urban foodie.
❖ A single window for ordering from a wide range of restaurants, Swiggy has their own
exclusive fleet of delivery personnel to pick up orders from restaurants and deliver it to
customers. Having their own fleet gives us the flexibility to offer customers a no
minimum order policy on any restaurant and accept online payments for all partner
restaurants that they work with
❖ Their delivery personnel carry one order at a time which ensures they get reliable and
fast deliveries.
 HISTORY OF SWIGGY

❖ It all started back in 2014 when two BITS Pilani graduates, Sriharsha Majety and
Nandan Reddy decided they wanted to make life easier by changing the way India eats -
all with just a tap! With their idea of “hyperlocal food delivery”, all they needed was
the tech to power it and were introduced to Rahul Jaimini, who brought this vision to
life with the first website. And with this, Swiggy was launched as a food ordering &
delivery platform.
❖ In August of 2014, Swiggy began operations by signing up a few restaurants in
Koramangala, Bengaluru. Soon enough, the first team of Hunger Saviors came into
action to deliver food within 40 minutes. Shortly after, Swiggy raised its first round of
funding and launched the app in May of 2015. Fun fact: The technology that delivers
great food right to your doorstep was completely developed in-house!

❖ With love and support from consumers, Swiggy expanded far and wide, first through the
entire city of Bengaluru and then across the entire country. As they say, the rest is
history.
❖ Today, Swiggy is the leading food ordering and delivery platform in India. The
innovative technology, large and nimble delivery service, and exceptional consumer
focus at Swiggy enabled a host of benefits that includes lightning fast deliveries, live
order tracking and no restrictions on order amount, all while having the pleasure of
enjoying your favorite meal wherever you'd like it.
 LIST OF PROBLEMS IDENTIFIED

LIST OF PROBLEMS IDENTIFIED

Nowadays there has been a lot of discussion happening in regard of the development of a food
delivery platform. You must not be unknown to the newly acclaimed fame of Online food
ordering, which is tremendously popular among the people owing to the convenience it offers
along with.

But every new development certainly comes with its very own challenges. Now here as we
discuss food delivery system, building a food delivery app is not that big a problem. The real
challenges are actually associated with the maintenance of a food delivery system.

While we focus on this trend, let’s explore it all about its origin, however you need to keep in
mind that the logistics for this arena are way more complex as compared to match riders with
drivers and to provide GPS tracking facility in a mobile app. For the success of any food
delivery platform, it must carefully build and maintain menus as well as inventory lists for
millions of individual merchants, track huge number of daily received orders, and also run a
well-organized dispatching system. This serious task needs a very thoughtful approach.

Hence after careful research of some of the present food ordering & delivery solutions, we
found few facts about the kind of challenges they are dealing with. Thus, after taking a closer
look at the issues, here we discuss how the business can deal with the problem and keep their
audience happy by avoiding few mistakes.

1) Confusing or Complicated Menu:

When hungry customers visit your site to order food online, they don’t want to spend extra time
navigating through your complicated online menu. A menu that doesn’t allow your customers to
easily modify or add their food selection can be irritating for them and they might visit a more
user-friendly website.
2) Server Capabilities:

It’s necessary for restaurants to have an infrastructure in place to handle bulk online food orders.
In case, you run a well-planned marketing campaign to boost sales, it can result in high traffic
on the site. If your server is not capable enough to handle high traffic, your site might crash and
you’ll lose customers to your competitors.
3) Timeliness:

An online food order has to pass through various phases such as a point of-sale program, food
preparation phase, and food delivery etc. The employee responsible for delivery might take
more time to deliver an order due to other deliveries or priorities. In a case like this, your
customer might have to wait for a longer period of time. The more the customer has to wait, the
more the chances of customers returning to your website.

4) Accessibility:

In today’s time, where everyone prefers to use their smartphones to do their daily tasks,
integrating an online ordering system that isn’t mobile friendly can be a real problem for your
customers.

5) Online Payment and subsequent delay in refund:

Suppose you are ordering from Dominos, and you decide to pay online (net-banking or
credit/debit card) just to save you from the hassle of exchanging cash. Now the delivery guy
is late (post the promised 30-minute time slot), you ask the delivery guy for refund. He calls
up his manager, and agrees for refund. But since, you paid online, your refund gets
processed in a week. Sometimes, the Zomato’s people deliberately don’t initiate refund and
you have to keep nagging them so as to do it.

6) Post demonetization hassle in cash on delivery:

You have ordered food online and selected the COD option. Your bill amounts to 350/- and
you come to the delivery boy with a 2000/- note. Both of you stare at each other helplessly,
having no clue what to do next. Then you sit behind on his bike and roam around to nearby
shops just to gather the perfect change. Trust me, it is not cool.

7) Inconsistent food quality:

It is real job to maintain the quality of food being delivered to the customers. After all, the food
delivered in packages stands just no comparison to food which has been served straight to the
customers’ table from the kitchen, which is just a meter away in restaurants. Even when
adequate measure is taken to maintain food quality & packaging measures for the online orders,
they still remain prone to quality lapse. Like, the pizzas may turn cold, curries are certain to
spill, noodles turn sticky while sandwiches get moist. And the customers always equate food
quality to deliver quality.
8) Inefficiency to cope with volumes:
So, let’s assume that a particular food delivery service has gained prominence. So, the demand
is soaring and orders keep coming in. But, do the restaurants have the operations & logistics in
place in order to deal with the volume without any interruption to services provided to walk-in
customers.

9) Unreliability in delivery & logistics staff:

With there being myriad retail e-commerce services for possibly every arena, the demand for
delivery & logistics staff has certainly fueled. But the attrition is pretty high too owing to
various reasons like inadequate salary, poaching & absconding, lack in training, no employee
benefits and nor the opportunities of progression, life and health risks (due to weather, constant
changes in work schedule and they also carry such heavy, bulky bags). So, the delivery is
certain to suffer when there is not enough delivery staff.
 SOLUTIONS PROVIDED

SOLUTIONS PROVIDED

1) Conveniently manageable menus:

Go through online ordering process yourself, and as a few others who are unbiased to do the
same. If anyone experiences any difficulties, consider re-designing your ordering layout.

2) Improving server capabilities:

Consult with IT team for website bandwidth. Make sure to choose a good web hosting and a
dedicated server that fits your business needs. Ensure that your server can handle not only
your current customer base, but also the growth you are projecting for your online sales.

3) Shortening the time of delivery:

Audit every step of online food ordering system from start to finish. Add a tracker to track
the phases and update customers about their order status via push notifications or text
messages.

4) Intelligibility:

Consider creating an easy-to-use mobile app to take orders. Moreover, consider to make
your site responsive (mobile compliant) so that customers don’t face any issue while
browsing your site on their mobile.

5) Captive wallet service:

For loading money and spending on ordering food and dine-in-over the app and they need to
a have better management (need to fasten up the process) and they must try to be quick with
their actions.

6) Loyalty:

They need to keep on updating the things on their map. And they should give the correct
information and stop making excuses.
7) Use of e-wallets:

In demonetization, paper currency faced acute crisis among people, parallel replacement of
it with e-money had been a common medium of exchange in payments of orders.

8) Food safety containers:

Food should be kept in airtight containers because food starts to spoil from the moment that air
gets into contact with it. That will increase the shelf life of food dramatically if you use
containers for all types of food, not to mention the food hygiene and safety benefits of not
allowing food to come into contact with bacteria and contaminations.

9) Efficiency to cope with volume:

One of this solution can be as the company has gained prominence they could either increase
their people who could deliver the food online or they could exist an alternative which can work
for them if not their own workers then they could hire and another person to place the orders to
the customer as the customer has ordered online so this can be a reason or solution in which this
problem can be solved.

10) The drone delivering food:

Food delivery by Drone is a reality now. Drone delivery system will be completely automated
with “minimal on ground supervision". The initial version of the system will use some human
intervention as delivery is only destined for hub-to-hub but eventually will be able to deliver
food directly at a doorstep.
 REQUIREMENTS ANALYSIS

REQUIREMENTS ANALYSIS
Introduction:
In today’s age of fast food and take-out, many restaurants have chosen to focus on quick
preparation and speedy delivery of orders rather than offering a rich dining experience. Until
very recently, all of these delivery orders were placed over the phone, but there are many
disadvantages to this system, including the inconvenience of the customer needing to have a
physical copy of the menu, lack of a visual confirmation that the order was placed correctly, and
the necessity for the restaurant to have an employee answering the phone and taking orders.

What I propose is an online ordering system, originally designed for use in college cafeterias,
but just as applicable in any food delivery industry. The main advantage of my system is that it
greatly simplifies the ordering process for both the customer and the restaurant. When the
customer visits the ordering webpage, they are presented with an interactive and up-to-date
menu, complete with all available options and dynamically adjusting prices based on the
selected options. After making a selection, the item is then added to their order, which the
customer can review the details of at any time before checking out. This provides instant visual
confirmation of what was selected and ensures that items in the order are, in fact, what was
intended.

This system also greatly lightens the load on the restaurant’s end, as the entire process of taking
orders is automated. Once an order is placed on the webpage, it is entered into the database and
then retrieved, in pretty much real-time, by a desktop application on the restaurant’s end. Within
this application, all items in the order are displayed, along with their corresponding options and
delivery details, in a concise and easy to read manner. This allows restaurant employees to
quickly go through the orders as they are placed and produce the necessary items with minimal
delay and confusion.

System Model:
The structure of the system can be divided into three main logical components. The first
component must provide some form of menu management, allowing the restaurant to control
what can be ordered by customers. The second component is the web ordering system and
provides the functionality for customers to place their order and supply all necessary details.
The third and final logical component is the order retrieval system. Used by the restaurant to
keep track of all orders which have been placed, this component takes care of retrieving and
displaying order information, as well as updating orders which have already been processed.
 Web Ordering Restaurant
Customer Database Order Retrieval
System Employee

Menu
Management

Restaurant
Employee

Functional Requirements:
As can be seen in the system model diagramed above, each of the three system components
essentially provides a layer of isolation between the end user and the database. The motivation
behind this isolation is twofold. Firstly, allowing the end user to interact with the system through
a rich interface provide a much more enjoyable user experience, particularly for the nontechnical
users which will account for the majority of the system’s users. In addition, this isolation layer
also protects the integrity of the database by preventing users from taking any action outside
those which the system is designed to handle. Because of this design pattern, it is essential to
enumerate exactly which functions a user will be presented and these functions are outlined
below, grouped by component.

The Web Ordering System:

Users of the web ordering system, namely restaurant customers, must be provided the following
functionality:

• Create an account.
• Manage their account.
• Log in to the system.
• Navigate the restaurant’s menu.
• Select an item from the menu.
• Customize options for a selected item.
• Add an item to their current order.
 • Review their current order.
• Remove an item/remove all items from their current order.
• Provide delivery and payment details.
• Place an order.
• Receive confirmation in the form of an order number.
As the goal of the system is to make the process of placing an order as simple as possible for the
customer, the functionality provided through the web ordering system is restricted to that which
most pertinent to accomplish the desired task. All of the functions outlined above, with the
exceptions of account creation and management, will be used every time a customer places an
order. By not including extraneous functions, I am moving towards my goal of simplifying the
ordering process.

Menu Management System:

The menu management system will be available only to restaurant employees and will, as the
name suggests, allow them to manage the menu that is displayed to users of the web ordering
system. The functions afforded by the menu management system provide user with the ability
to, using a graphical interface:

• Add a new/update/delete vendor to/from the menu.

• Add a new/update/delete food category to/from the menu.

• Add a new/update/delete food item to/from the menu.

• Add a new/update/delete option for a given food item.

• Update price for a given food item.

• Update default options for a given food item.

• Update additional information (description, photo, etc.) for a given food item.

It is anticipated that the functionality provided by this component will be one of the first things
noted by the restaurant user, as they will have to go through it to configure their menu, etc.
before beginning to actually take orders. Once everything is initially configured, however, this
component will likely be the least used, as menu updates generally do not occur with great
frequency.
Order Retrieval System:

Of the three components, the order retrieval system is functionally the simplest. Like the menu
management system, it is designed to be used only by restaurant employees, and provides the
following functions:

• Retrieve new orders from the database.

• Display the orders in an easily readable, graphical way.

• Mark an order as having been processed and remove it from the list of active
orders.

User Interface Specifications:

Each of the system components will have their own unique interface.
These are described below.

Web Ordering System:

Users of the web ordering system will interact with the application through a series of simple
forms. Each category of food has its own form associated with it which presents a drop-down
menu for choosing which specific item from the category should be added to the order, and a
series of check boxes and radio buttons for selecting which options are to be included. Adding
an item to the order is accomplished by a single button click. Users select which category of
food they would like to order, and therefore which form should be displayed, by navigating a
menu bar, an approach which should be familiar to most users.

Entering delivery and payment deals is done in a similar manner. The user is presented with a
form and must complete the required fields, which include both drop down and text boxes,
before checking out and receiving a confirmation number. One thing worth noting here is that
whenever possible drop-down boxes and buttons were used over freeform input in order to both
simplify the ordering process and reduce the possibility of and SQL injection attempt.
Menu Management System:

User interaction with the menu management system is similar to that with the web ordering
system. Users navigate a tree structure to find the vendor, category, or specific food item that
they would like to modify and after making their selection they are presented with a form which
displays all of the current fields and values associated with that item, all of which can be
modified or removed. The form also presents buttons which allow the addition of new fields
and values. Unlike the web ordering system, however, most of the input here will be freeform,
specifically in the form of text boxes, since there is no finite set of fields which could be added.
This does not raise a major concern though, as input sanitation will be performed, and the user,
who is assumed to be a restaurant employee, is less likely to be malicious than a web user.

Order Retrieval System:

User interaction with the order retrieval will be very simple. The application will automatically
fetch new orders from the database at regular intervals and display the order numbers, along
with delivery time, in a panel on the left-hand side of the application. To view the details of an
order, the user must simply click on that order number, which will populate the right-hand panel
with the details, displayed in an easy to read and navigate tree structure. This structure can
intuitively be expanded and collapsed to display only the desired information. Finally, once and
order is processed, the user clicks a single button, labeled “Processed”, to remove it from the list
of active orders.

Non-functional Requirements:
Because the design patterns of the Online Ordering System are pretty much the standard for a
web application, the non-functional requirements of the system are very straightforward.
Although written using Google Web Toolkit, the application is cross-compiled to HTML and
JavaScript, along with a PHP backend, all of which are supported by any reasonably well-
maintained web server, although I would recommend Apache2, and particularly the free
XAMPP distribution.

All of the application data is stored in a PostgreSQL database, and therefore a PostgreSQL
server must also be installed on the host computer. As with Apache2, this software is freely
available and can be installed and run under most operating systems.

The server hardware can be any computer capable of running both the web and database servers
and handling the expected traffic. For a restaurant that is not expecting to see much web traffic,
or possibly doing only a limited test run, an average personal computer may be appropriate.
Once the site starts generating more hits, though, it will likely be necessary to upgrade to a
dedicated host to ensure proper performance. The exact cutoffs will need to be determined
through a more thorough stress testing of the system.
System Evolution:

As mentioned in the system model, at the heart of the entire ordering system is the database. In
fact, the system could be completely operational using nothing but the database and an
appropriate shell utility, assuming that all users are well-versed in SQL and enjoy using it to
order food. While this would be a bit extreme, it does illustrate the point that the one part of the
system which will stay relatively constant is the database. On the other hand, it is very probable
that the other components will continue to evolve with time. For example, with the booming
popularity of mobile applications, I would really like to make the web interface available as a
phone application as well. Also, it may make sense to at some point migrate the menu
management and order retrieval systems to web, or even mobile, applications as well, as some
users may prefer to use them as such.

I am also certain that if this system goes into actual use, many requests will arise for additional
features which I had not previously considered, but would be useful to have. For this reason, I
feel as though the application can be constantly evolving, which I consider a very good thing
 TECHNOLOGIES IMPLEMENTED

TECHNOLOGIES IMPLEMENTED
Introduction:
It is known globally that, in today’s market, it is extremely difficult to start a new small-scale
business and live-through the competition from the well-established and settled owners.

In fast paced time of today, when everyone is squeezed for time, the majority of people are
finicky when it comes to placing a food order. The customers of today are not only attracted
because placing an order online is very convenient but also because they have visibility into the
items offered, price and extremely simplified navigation for the order.

Online ordering system that I am proposing here, greatly simplifies the ordering process for
both the customer and the restaurant. System presents an interactive and up-to-date menu with
all available options in an easy to use manner.

Customer can choose one or more items to place an order which will land in the Cart. Customer
can view all the order details in the cart before checking out. At the end, customer gets order
confirmation details. Once the order is placed it is entered in the database and retrieved in pretty
much real time.

This allows Restaurant Employees to quickly go through the orders as they are received and
process all orders efficiently and effectively with minimal delays and confusion.

System model:
The structure of the system can be divided into 3 main logical components:
• Web Ordering System- provides the functionality for customers to place their order and
supply necessary details.
• Menu Management-allows the restaurant to control what can be ordered by the customers
• Order Retrieval System-This is a final logical component. Allows restaurant to keep track of
all orders placed. This component takes care of order retrieving and displaying order
information.

Web Ordering System Module:

This module provides the functionality for customers to place their order and supply necessary
details. Users of the system, namely restaurant customers, must be provided the following
functionality:

• Create an account.
• Manage their account.
• Log in to the system.
• Navigate the restaurant’s menu.
• Select an item from the menu.
• Add an item to their current order.
• Review their current order.
• Remove an item/remove all items from their current order.
• Provide payment details.
• Place an order.
• Receive confirmation in the form of an order number.
• View order placed.
Additional Feature:
• eClub- Allows user to subscribe to eClub to get promotional deals and discounts offers.
Out of all the functions outlined above, Account Creation and Management only will be used
every time a customer places an order. This will allow to simplify the overall user experience.

Menu Management System Module:

This module provides functionality for the power user-Administrator only. It will not be
available to any other users of the system like Restaurant Employees or Customers.

Using a graphical interface, it will allow an Admin to manage the menu that is displayed to
users of the

web ordering system:

• Add/update/delete food category to/from the menu.
• Add /update/delete food item to/from the menu.
• Update price for a given food item.
• Update additional information (description, photo, etc.) for a given food item. Before
customers can actually use this system, functionality provided by this component will have to
be configured first. Once the initial configuration is done, this will be the least likely used
component as menu updates are mostly seasonal and do not occur frequently.

Order Retrieval System Module:

This is the simplest module out of all 3 modules. It is designed to be used only by restaurant
employees, and provides the following functions:

• Retrieve new orders from the database.

• Display the orders in an easily readable, graphical way.
Implementation:
Hardware/Software Interface:
This section lists the minimum hardware and software requirements needed to run the system
efficiently.
Hardware Interface:
• Pentium Processor
• 60 MB of free hard-drive space
• 128 MB of RAM
Software Interface:
• Operating System: Windows (Vista/7 or above)
• Web Browser: IE 10 or above, Mozilla FF 31 and above or Google Chrome
• Drivers: Java Runtime Environment
• Integrated Development Environment: Eclipse J2EE or Apache Tomcat
Functional Requirement Specifications:
Activity Diagram:
This section lists the activity diagram and describes the flow of the activities in the system. A
detailed description is then given after the figure for each activity. Figure # 3 provides the
overview of the activity of the Online Food Order System application.
All users of the system, are provided with below menu options:
Home, Menu, My Cart, UserAccount, eClub, AboutUs and Contact
Web Ordering System Module:
Customers of the Web Ordering system will interact with the application through an easy to use
top navigation menu.

• “Home” menu option: allows the users to see all food items offered with nice images as well
as select an item to place an order.
• Menu option: a ‘Drop-Down’ menu, allows users to see all food items per category. Item can
then be added to the cart using a single button click.

• “My Cart (x)” menu option:

Allows users to see details of the items placed in cart. Details include Item #, Product Name,
Product Image, Product Description, Quantity, Unit Price, Total per item and final Total of the
order. It also allows ‘Update’ and ‘Delete’ an item using single button click. User can then use a
‘Proceed to checkout’ button to proceed further.
Once, Check Out button is selected, user will be prompted for the Sign In/Sign
Up process if not logged in else user will be presented with a simple “Payment Information”
form. User will be asked to provide all required details in displayed text boxes and make
appropriate Dropdown selections. Then, all this information can be saved using a ‘Save’ button.
User will then be presented with a “Review Order” page, which will display Payment

Information along with Order details to review. User can then use a ‘Check Out’ button to place
an order.

Once order is placed, user will be presented with appropriate Order confirmation success/failure
message.
• “MyAccount”: a “Drop Down” menu will display the user orders, Sign In and Sign Out
options.
• eClub- Allows user to subscribe to eClub to get promotional deals and discounts offers.
Menu Management System Module:
Similar to Web ordering system, this module presents Admin with below additional options
under
“MyAccount” Drop down menu:

• Add Category: Allows to add a food Category name in a simple form.

• Add Product: Allows to add Product Name, Description, Price and choose Category in a
simple form along with Product Image.

• Modify Product: Allows updating or deleting product details.

Order Retrieval System Module:
The application will automatically fetch new orders from the database at regular intervals and
display the order numbers.
• Under “MyAcoount’ menu a customer will be able to see only his/her order whereas a
Restaurant Employee or an Admin can see all users’ orders.
• To view the details of an order, the user must click on that order number, which will display
all order details This structure can intuitively be expanded and collapsed to display only the
desired information.

System Evolution:
▪ The heart of the entire ordering system is the Database. Currently the system is only available
for
▪ small scale restaurants. For Large restaurants, performance considerations should be taken into
account in
▪ terms of Hardware/Software capacity/Page load time etc. Also, security vulnerabilities should
be evaluated

▪ for large scale systems.

▪ In future this can also be available as a Mobile application and can be integrated with in store
▪ Touch Screen Order devices.

▪ I am also certain that if this system goes into actual use, many requests will arise for additional
▪ features which I had not previously considered, but would be useful to have. For this reason, I
feel as
▪ though the application can be constantly evolving, which I consider a very good thing.
 FACILITIES AND BENEFIT ANALYSIS
FACILITIES AND BENEFIT ANALYSIS

FACILITIES:

We're digital nomads, living a digital life! And one thing that we have learned over the course
of this evolution is that whatever we want or need, can be obtained with just a few clicks on our
beloved smart devices. Even the food - all kinds of to satiate our different cravings on different
days of the week. It's really an era that has something for everyone - whether a consumer or a
provider.

iven the changing scenarios, to a larger extent, consumers have come to expect the ability of a
restaurant to allow them to place orders online. If you are in a restaurant business and yet to join
the bandwagon of Restaurant Online Ordering, you're already missing out on some great
opportunities to grow your business exponentially. By adopting new technology, you don't just
simplify the lives of your customers, but also ensure that your business is able to stand tall in
today's competitive market. When it comes to online ordering, the choice of technology isn't
about the ability to order online, but also the ability to reach the right people.

▪ Makes the ordering process easier

In a normal take-out setting the customer has to call the restaurant, for that she needs the
contact number, then she needs to write down the items from the menu she wants to
order.This is quite a painstaking process, and at the receiving end, the restaurant needs to
process the order which doesn't make it any easier. Now, in an online process, the
customer does all of this in one step, selecting the items from the menu and mentioning
any other details. No hassles, the order gets placed on the system and can be processed by
the restaurant very quickly. Simple and efficient and it establishes a good takeout
experience.
▪ Orders are ‘right’ all the time
Often orders are misplaced due to faulty communication over the telephone. This can
happen due to the noise in the background or a wrongly heard item. This establishes an ill
rapport with the customer. And, any wrong quantity of "delivered item" can be bad for
future business opportunities from the customer. An online system correctly provides the
 information to the restaurant and keeps the process easy for the customer which is always
a good thing to do!
▪ Keeping the costs transparent
In an online ordering system, the customer is sure of the costs incurred and there is no
problem regarding the costing of the items. There is no guessing and hidden costs. This
will earn the trust of the customer and promise you a better business.
▪ Reduce human error
In a normal system, a lot is dependent on the person receiving the order.
This involves so many variables, and why should you put your business in such a shape.
An online ordering system reduces these errors as everything can be checked before
ordering and they are received in a well-formatted manner which makes them easy to
process.
▪ Monitor your expenses incurred in real time
This is the greatest benefit of the online ordering system; it gives a precise information
of the cash flow in the restaurant.

You get to keep track of costs incurred during preparing an order and compare it to the
cost you are giving it to the customer and keep a very keen eye on your profits. In a day
when you receive hundreds of orders, this system will give you an accurate monetary
translation of each order without having you look into cash registers.

▪ Low-cost marketing
An online presence simply means free and cheap marketing which develops into future
customers. Get your restaurant out on every social media platform available. Be it
Facebook, Instagram, Twitter, Google Plus and much more. Don’t be hesitant to spend a
bit on public relations, it is a really good investment. Cover the events of the restaurants
regularly on these platforms, give unique “peek in” into your kitchen, showing the
process of how the food is being prepared.
Show the human side of the business and engage with the local community positively.
Establish yourself as someone who really cares about the customers, and don’t be shy to
show it. Use these social platforms to their fullest.
BENEFIT:
In today’s digital era, online food ordering system is considered as the key source for any kind
of restaurant business.

Online food ordering knocks out many problems faced by the old traditional call-in-orders. The
staff at the restaurant may not be able to understand what exactly the customer’s ordered over
the phone & also the time may not be enough for the customers to think & give special
instructions for the same.

Usually, miscommunication and misunderstanding can lead to order completed incorrectly &
that leave the customers dissatisfied. Therefore, customer satisfaction is the key to success but,
the repeated mistakes can hamstring the profits. So, to make it crumble fresh, what are the
advantages?

With the digital platform around the corner for your business, the customers will order the food
online from your website, micro site or app. No sharing of revenues, or large bucks to pay, just
more sales & more time to focus on growing your business.

1. Online slot reservation:

There are plenty of mobile applications that connect users with the closest restaurants and
provide them with the required details to reserve the table. Various active restaurants, through
online registration, are connected to such requests.

They also enable end users to book their slots or determine whether it has a free table or not. So,
it reduces traffic congestion in front of restaurants.

They also manage customers’ data and keep on updating them with relevant information, such
as discounts, special offers, and attractive deals.

2. Digital menu card:

There are various websites like Food litter that allows people to place their orders using a digital
menu card. This allows end users to place their order online without much hassle and with just a
few clicks on their phones.

It provides end users with a highly convenient experience. Many restaurants already have the
same facility for their mobile applications, but few of the restaurants have their digital menu
cards uploaded on a mobile application.
It allows customers to choose the food item with the click of a button. Also, you can choose a
restaurant according to your budget and preferences in terms of food items.

Various applications provide end users with recommendations, especially those who have not
reviewed the menu card correctly.

3. Ordering online and online delivery {fast food chains}:

Fast food chains will also eradicate the mediator’s role in booking orders as they will allow end
users to book their order over the online platforms and mobile applications.

It will make food ordering easier for customers. It ends up saving much time as it saves the time
that a mediator takes to pen down the entire order. It is also easy to track the order delivery over
a mobile application.

Once the customer orders the meal online then they can also track where the deliverer is. With
the use of GPS technology, restaurant owners can also keep a tap on where the deliverer is and
thereby strengthen the delivery process as well.

4. Location – based deals:

This is a relatively new feature which can help you to increase your restaurant sales. Apple’s
iBeacon, uses this technology. It is basically a small device which sends a Push Notification to a
customer who is near your restaurant.

By this you can tempt and lure your customers by offering deals that they can’t refuse.

5. Online presence, especially on social media websites

No matter what kind of industrial sector your business belongs to, it is critical to have an active
online presence on social media sites like Facebook, Twitter, and Instagram to keep on going
ahead with the changing trends. It attracts large numbers of people in a short time span provided
effective online marketing be done.

It also enhances brand value and its image. Moreover, many people get to know about new
restaurants on online platforms only. Therefore, it is a must for every restaurant to have an
aggressive online presence. It also allows them to interact with customers directly and respond to
their feedback.
There are so many restaurants that also provide end users with Wi-Fi connection as they know
this facility attracts a lot of Internet-obsessed people who do not like to get off track for a long
time for personal or professional reasons.

6. Loyalty programs

Loyalty programs are like killing two birds with a single stone. It helps in retaining your
existing customers and attracting new ones. According to a study 65% of customers are likely to
download your app if you provide them with exclusive offers periodically.

You can offer schemes like discounts on every 5th or 10th visit which would help in retaining
existing customers.

On the other hand, introducing discounts on first five orders will attract new customers. Loyalty
programs on mobile are far more effective than the traditional ones because they’ve got a
personal touch to it.

7. Better ROI on specials you offer

You can effectively use Push Notifications to offer your customers about new dishes and
combos that would help you to gain good sales on weekdays and whooping sales of double
amount on weekends.

Timing is the key; you need to send the notifications on right time. For example, you can a Push
Notification about your restaurant’s special dinner offer from morning itself.

This will implant the idea in your customers’ mind and they are likely to visit as they would’ve
already justified their decision due to reduced costs.
8. Online promotion through ‘check in’ apps

Restaurants also give these customers an additional feature using which they can let their
friends know where they are through mobile applications like Foursquare.

It attracts many customers towards the restaurant as they get to know its name and it also acts as
a real-time recommendation.
9. Have an answer for every question

Answering tons of questions from your customers is a usual thing for you and your staff. A
mobile app can help you to answer all the questions of your customers. Mostly the questions
asked by the customers are common which and you can answer with the help of a FAQ section.

Apart from that you can include short information at every stage which would help your
customers to understand about your services in an efficient manner.

You can do this by following manner.

• Link your address to either Apple Maps or Google Maps making it easier for a customer
to navigate
• Ensure that the customer can contact you with just a tap without leaving the app.
• In Trading section, you can include the days on which trading is closed.
• In booking form, you can include information about the maximum people you can
accommodate

10. Online reviews and ratings

These days, end users are allowed to give their feedback or opinions about restaurants’ services
on websites like Zomato, Gayot, Dine, and Yelp. Often, customers prefer to view a particular
restaurant’s rating or reviews on such websites to decide whether they want to visit there or not.

If you are rated well on one of these websites then the chances are high that people will visit
your restaurant once, at least.

Interestingly, these websites allow restaurants’ owners to plan their activities to enhance
customer services according to these reviews as they get to know what sections have the scope
for improvement.
 COMPARATIVE ANALYSIS

COMPARATIVE ANALYSIS

1. Introduction:
In this case, the potential of a growing market in the one of the largest economies in the world is
analyzed. Grocery shopping, meal planning and cooking is now considered a chore by a good
proportion of the growing Indian middle class, causing a surge in demand for services that free
them of such inconveniences. Upwards of 50,000 restaurants in India provide home delivery,
and are often only able to see marginal profits from their take-away sectors.
This indicates a high potential in a relatively untapped market.

Aggregators:
Provide a platform for customers to discover restaurants, with the ability to navigate through
menus of different cuisines. They manage the delivery segment as well, and charge per order
commission (10-15%). They are highly scalable and have all experienced remarkable growth in
the Indian sector (Zomato, Foodpanda and Swiggy). However, they also take on a significant
operational load- couriers’ hiring and training, maintaining equipment, etc.

A) SWOT analysis:
This section will analyze the viability of the current market with a SWOT analysis (Table 1).
Marquee investors are headed for a cash freeze after 3-4 years of consistent overvaluation. The
SWOT analysis will aim to predict a burst in the food bubble in India.
Table 1: SWOT analysis of aggregator services in India.
STRENGTH
1. Ability to alter UI based on changing
customer requirements.
2. Service is delivery centric; hence can
always guarantee minimum delivery time plus 2.
added services like GPS, etc.
3. Ability to provide multiple cuisines at
one stop- thus fulfilling the consumer’s
inherent need for choice.
4. Ability to devise their own delivery
radius- consequently upping margins, while
reducing variation due to external situations
(eg. Traffic).
OPPORTUNITIES
1. Thousands of restaurants in each city, and
hundreds of cities to expand in. The growth
could be exponential.
WEAKNESS
1. Operational difficulties of post order
customer service- hassles of phoning call
centers to have issues addressed.
Margins per order received extremely
thin.
3. Big hire and fire culture, teams not
loyal enough
4. Excessive costs into marketing and
discount coupons- resulting in negative
margins for first few years.
5. Taste and quality of food not in their
hands.
6. Highly dependent on restaurants to
deliver to execute a smooth delivery
experience for the consumer.
7. Consumer views experience driven—a
small mistake could drive the customer away.
THREATS
1. Excessive amounts of competition laden
with investments worth hundreds of millions
of dollars dividing the
2. Use of payment forums like PayTM,
and other convenient modes of payment in
order to provide further incentives to the
consumer.
3. Representation of various small-scale
restaurants without delivering facilities, or
those that can’t take orders online.
4. Convenience being the need of the
hour for the present consumer.
market.
2. Fraudulent restaurants using discounts
provided by start-ups to earn an easy buck.
3. Increasing costs of fuel, resulting in
increasing operational costs.
4. The realization that the reason most
families wouldn’t eat at home is to spend
quality time together outside, rather than order
at home. Hence, the target market greatly
reduces. 5. Service provided, i.e. food
delivered, has an expiry date. Most food goes
cold after an average of 60 minutes. Hence,
any delays caused due to eternal reasons
reduce customer satisfaction and increase
overall execution related costs.

The SWOT analysis reveals that the biggest weakness of a growing market of food startups in
India is the low margins per order. The costs associated with food packaging and delivery are
increasing by the day, but increasing costs to consumer means losing market share in a
competitive marketplace. Customer retention is a big challenge for the future, which can be
achieved only with innovation. The primary opportunity here is the demographic these models
appeal to. Most of the Indian food structure is disorganized and do not adhere to any food
standards. Such marketplaces appeal to a growing urban middle class, which forms both a
source of strength and opportunity. Long term scalability and sustainability should be the key
focus alongside innovation.
B) Analysis of business models:
Table 2: Business model details of the Three cases

Swiggy

• Hyper-local delivery service

• Operates own delivery fleet (~2700 delivery personnel as of 2016)
• No delivery charge above minimum order amount
• Almost 20% commission on every order
• Implementing ‘Surge Pricing’ and ‘Cloud Kitchen’ models

Current status: Expanding and raising capital

Zomato Order

• Derivative of its parent restaurant-finder service; Huge head start with massive
consumer base
• Third party logistics for delivery
• 10-15% percent commission plus delivery fee charged to restaurant
• Phasing into model where restaurants manually confirm orders before they are
processed
• Planning differential commission

• Current status: Good position with revenue growing at 210% a year and orders
increasing exponentially

FoodPanda
 • Aggregates restaurants on platform and offers delivery service (similar to Swiggy but
on much larger scale)
• Commission of 8-11% from restaurants
• Upto 40% of the revenue may be from delivery services (where partner restaurants do
not have delivery facilities.
• Moving to other revenue sources, such as sponsored links

Current status: Forced to cut cash-burn on discounts and advertisements; mass layoffs

Table 3: Comparative Analysis based on 2014 data. ‘COD’ refers to Cash on

Delivery functionality. The App rating refers to the average rating of the
mobile application on Google Play Store.

Parameter Swiggy Zomato Order FoodPanda

App Downloads 1,000,000+ 100,000+ 5,000,000+

App Rating 3.8/5 3.6/5 3.9/5

Number of Cities 8 15 104

Number of 5000+ 40000+ 5,000+

Restaurants

Employees 450 160 1300

Royalty Charges 20% 12% 12%

Delivery Charges ₹30 (On orders below Nil Nil

₹150)

Minimum Order None Depends on restaurant Depends on restaurant

Web/App Based Both Both Both

Order Tracking Yes No No

Modes of COD, Online COD, Online COD, Online

Payment

Fiscal Loss ₹ 2.1 Cr - ₹ 36 Cr.

(2014-2015)

Amount Raised ₹ 114 Cr - ₹ 110 Cr

(2014-2015)

Table 2 compares the business models of the three companies in question.

These companies constitute the biggest chunk of the food delivery market in India. However,
two of these companies (Swiggy, Zomato Delivery) have seen extremely favorable growth,
Food Panda is seeing fairly good returns. Table 3 compares quantitative data which serves to act
as a tool for growth evaluation and customer satisfaction.

Table 3 shows the fiscal loss for these companies in 2014-2015. However, in the Indian context,
these startups do operate on losses as they are responsible for changing the ecosystem in the
initial phases of growth. The cash flows that can be generated in a market like India in a few
years after aggressive growth can offset all these losses. India is being represented as a winner-
takes-all market, and this pushes VC’s and investors to pump in money aggressively. This
condition has been referred to earlier as the Fear of Missing out (FOMO).
However, increased pressure from VC’s has caused young startups to incentivize customers and
increase markets where he can find these consumers.

C) Success of the Swiggy and Zomato Delivery models:

These services operate on Kaizen principles and adopt ‘Just in Time’ (JIT) strategies to
maximize savings. These savings prove to be crucial when margins are low. The profit margin
is very small per sale, however, the total revenue increases due to the large volumes of sales.
The goal of such startups should be to constantly regulate and reduce the variable costs.

120

100

80
ZOMATO
60 FOODPANDA

SWIGGY
40

20

0
Series A Series B Series C Series D Series E Series F

Figure 1: Comparison of funds raised in millions of rupees (Series A to Series

F) for Swiggy, FoodPanda, and Zomato since set-up. Retrieved from (Next
Big What 2015).
 CONCLUSION
CONCLUSIONS

According to the different characteristics and needs of these users, analyzing forward the
requirements for the following prototypes.

Then designed the first prototype, including three different prototypes, and applied the three
prototypes to three users to analyses whether the application met their requirements. Finally,
designed the second prototype according to the analysis results, and analyses the advantages
and disadvantages of this system according to HCI principles.

Should allow users to browse through different product categories:

This is achieved through an easy to use graphical interface menu options.

Should allow users to save items to the cart and view detailed information
about the order:
The users can add any number of items to the cart from any of the available food categories by
simply clicking the Add to Cart button for each item. Once item is added to the cart, user is
presented with detailed order to review or continue shopping.
Should allow the user to Check out the item(s):
This is achieved using the “Proceed to checkout button” in the cart initially and then
“Checkout” button at last step after “review Order” step Button is disabled when there are no
items in the cart.
Should allow the user to process the payment:
This is achieved when user selects “Processed to Checkout” button and fill up the Payment
information details.

Should allow the user to see Success message after placing an order:
This is achieved when user successfully places an order. The user is given the order
conformation number along with success message.

As the growing generation has their interest in the technologies these online food delivery has
caught their interest and this has made the companies more popular and according to the studies
growing youth enjoy ordering online not only food but other required accessories.
THANK YOU