SURVEY ON:THE POSSIBILITY OF APPLYING 4FOOD’S

SYSTEMSin CAFÉ BAY Coffeeshop, Ulee-Lheu – Banda Aceh

E-commerce Presentation Team:FAHRA

JOSI FARMIATIRIKA SYAFRILIZA

ROSLINDA PERANGIN-ANGIN

THE PROFILEMission: to De-junk fast food

Signature Product: the (W)holeburger™ a donut shaped, beef, lamb, pork, turkey, veggie, salmon or egg patty-balanced (made whole) by one of 25 ethnically diverse Veggiescoop centers, each with unique nutritional attributes. Makes Skewers with the holes we punch out of the patties, which when accompanied by Veggiescoop sides, become the perfect bunless, low-carb, sharing food.

Partners: Adam Kidron and Michael Shuman (founders) Bill Niman (the founder of Niman Ranch - the largest purveyor of natural meats in the US

with revenues of over $100 million) Dr. Woodson Merrill (the founder of the Beth Israel Center for Integrated Medicine

and a leading authority on wellness and nutrition) Ed Winter (Chairman of Omnicom's "Brand Activation" Agency, Tracy Locke, and

one of the foremost experts on marketing to young people in the US)

THE CONCEPTS Combine good food and social media

technologies:With substantial servings of locally grown

food, socially conscious attitudes, biodegradable supplies and mobile technology that turns loyal customers into loyal marketers

THE ORDERING SYSTEMSOrdering can be done in: Traditional way at counter People who prefer to handle it themselves can

order from a bench that has six Apple iPads tied into 4Food's online ordering system or from theirs gadgets (laptop, netbook, pc tablet, mobile phone, etc) by filling out profiles and maintain accounts with 4Food.com

THE MARKETING SYSTEMS Employing Customers as Marketers

Most traditional restaurants rely on word of mouth about quality food to bring in new customers. 4Food looks at how social media fits into their marketing plans. Social media is a very efficient way of distributing word of mouth.

4Food offers such substantial rewards to customers. After creating and naming a burger, customers receive 25 cents in their accounts every time somebody else orders that burger. This encourages customers to market their creations by promoting them through Facebook and Twitter and other social outlets.

4Food also ties in closely with Foursquare, the popular location-based social network where users check in from various locations, rack up points and sometimes get discounts or coupons for participating. 4Food patrons can double their coupons by using Foursquare and by getting on the weekly check-in count leader board.

STRENGTHS The food is measurably healthier than existing products: build with natural construction materials

that are abundant and regenerative Low marketing cost: employing customers as marketers Social media and mobile technologies as powerful tools for marketing Revolutionizing counter culture, in real-time: upgrade food that people already eat and transforming

them into new menu items that are convenient, and almost infinitely customizable to the guests' lifestyles and cultural preferences

Restaurants are designed to function as community hubs, as they satisfy local appetites in healthy, customizable ways

Dynamic Menu Boards reduce waste and enable us to feature seasonal and occasional products Advanced suite of web-based technologies ("We Know You Better™")

allow 4Food to make personalized recommendations that meet the guest's nutrition and lifestyle goals

Creating an affinity with the consumer: People feel very proud and very committed to the food they just created

WEAKNESSES The use of social media is fun and new, but

sustaining it over time requires more than just a quick good time

As 4food is the first mover of these new business systems, yet to be tested whether it will succeed or not

More budget spent on raw materials to make personalized recommendation foods where as not necessarily all the materials will be used properly

OPPORTUNITIES Evolution of mass market from merchant-centric to consumer-

centric Customer aggressively using social media and mobile

technologies Explore hybrid models to enhance customer service Use the social media and mobile technologies as part of

marketing plans to expand customer base Embedded segments

– Customer service– Product uniqueness– Social experience– Quick and easy ordering– Personalized recommendations

THREATS The future of e-commerce 4Food may bite off more than it can chew (over-diversification) Other fast-food restaurants are quickly creating an on-line

presence and getting into the game 4Food must effectively manage its growth to minimize growing pains Establishing an online brand will cost the longer the wait,

the greater the cost The tendency of social networking fans and gadget geeks

are mostly young people, so the market segmentation is limited to teenagers/juvenile and young adults

THE POSSIBILITY TO IMPLEMENT 4FOOD’S SYSTEMS IN ACEH

A small survey has been conducted in:Venue : Café Bay, Ulee-LheuDay/Date : Wednesday, 5 Oct’ 2011Time : 1930 – 2200hours

THE FINDINGS 95% of Café Bay’s customers are juvenile and young adults Customers aggressively using mobile technologies (Laptop,

Smartphone, iPad, Samsung Galaxy Tabs, others PC Tablets) for:– Social Media/Networking (Facebook, Twitter, Linkedin,

Google+, Tagged, Myspace, Tumblr, etc)– Chatting (Yahoo Messenger, Skype, Googlechat, etc)– Playing online games (Farmvilles, Poker, etc)

The waiters a bit overwhelmed with the orders due to many customers, as a result there were prolonged food orders and a mistyped of orders

Internet connection at Café Bay is quite fast compared to others coffee shops in Banda Aceh

The culture of Acehnese tends to try new things Rapid grows of Café, Restaurant and Coffee Shops in Aceh with free Wi-

Fi access as a current trend in Banda Aceh

RECOMMENDATIONConsidering the congruity of 4Food’s SWOT analysis with the findings in the coffeshop,therefore it’s highly recommended to apply the 4food’s systems into Café Bay.

The adaptation of 4Food’s online ordering systems will help Café Bay in overcoming the rapid orders due to high customers visit, consequently prolonged food orders and a mistyped of orders can be minimized.

These uses of mobile and social technologies as powerful weapon in marketing. Adding technology does add a level of things that can go wrong. Most quick service restaurants are built around things that can never go wrong. We add risk by adding technology, but we also add reward. That pay off comes in engaging customers and increasing brand loyalty.

CONCLUSIONSocial Media/Networking is important, but

not as important as serving delicious meals/drinks that keep customers coming back. That's the real lesson behind 4Food's use of social media and mobile technologies. Social media makes good companies stronger as long as strong business fundamentals are there to begin with.