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OE101 Marketing Contexts
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Restoranto – Book, Order & PayRestoranto – You Eat, You Feed
OE101: Marketing Contexts
Business Studies – Marketing
19 May 2019
Alexandra Miette – 629994
Didem Sena Erk – 640053
Robin Torsius – 553920
Kelvin de Heer – 580932
, Restoranto – Book, Order & Pay
Names: Alexandra Miette, Didem Sena Erk,
Robin Torcius, Kelvin de Heer
Student number: 629994, 640053, 553920, 580932
School: InHolland
Location: Rotterdam
Domain: BFL
Track: Business Studies - Marketing
Semester: 2
Theme: Marketing
Class: Marketing Contexts
Study Unit: OE101
Lecturer: Arends, René
Class: ROBS3MA01
Date: 19 May 2019
1
, Restoranto – Book, Order & Pay
Index
Management summary .................................................................................................................................... 3
Introduction ..................................................................................................................................................... 4
1. General description Restoranto .............................................................................................................. 5
2. General description context .................................................................................................................... 6
3. Themes ................................................................................................................................................... 8
3.1 Trends & Developments ............................................................................................................................ 8
3.2 Corporate Social Responsibility & Ethics ................................................................................................. 11
3.3 Business Models ...................................................................................................................................... 16
3.4 Organizational Structure and culture ......................................................................................................... 18
3.5 Business Processes ...................................................................................................................................... 20
3.6 Branding and Marketing Communications................................................................................................. 24
4. Audit ..................................................................................................................................................... 27
5. Conclusion ............................................................................................................................................ 29
6. Recommendations ................................................................................................................................ 30
7. References ............................................................................................................................................ 31
8. Attachments ......................................................................................................................................... 34
a. Interview Questions ................................................................................................................................ 34
b. Cookiebot report ..................................................................................................................................... 36
2
, Restoranto – Book, Order & Pay
Management summary
Restoranto is an application made for the restaurant industry, the app has the following
features: interactive digital menu, online booking, pre-ordering and paying upfront, dynamic
pricing, reviews, location integration and discounts. An important part of their business and
story is their You Eat, You Feed campaign, in which each order equals a meal donated to a
child in Uganda.
The goal of this research paper is to identify key success factors and best practices in the
context. This has been done by doing a literature study on the following themes: Trends &
Developments, Corporate Social Responsibility & Ethics, Business Models, Organizational
Structure and Culture, Business Processes, Branding and Marketing Communication. Followed
by an audit on the organisation that was based on the discovered key success factors in the
various themes.
The most important factors that have been discovered for each theme are:
• Trends & Developments: healthy consumption, transparency, and convenience.
• Corporate Social Responsibility & Ethics: sustainability, charity and privacy.
• Business Models: key activities and customer relationships.
• Organizational Structure and Culture: leadership and adaption.
• Business Processes: technology, dynamic capabilities and contingence theory.
• Branding and Marketing Communication: differentiating brand value, user acquisition,
user engagement.
The audit shows that Restoranto is doing a good job at most of these factors. Their app plays
on the convenience trend, has charity implemented in their sales, has a feature that improves
sustainability, offers dynamic capabilities and features that differentiate them from
competitors.
Based on the audit the following improvements / changes are advised: home delivery, in-app
personalization options for restaurants, focus more on the charity in their marketing
communications, GDPR compliant website and app and more focus on privacy in general,
making use of business process improvement and business process reengineering, increase
user engagement through gamification.
3
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