RetailChronicle Issue9 (16-31 December 2016)

WAR BY LADLES
It was a regular Friday night and as usual it’s a
pizza night!! Somehow Joey (famous American
show FRIENDS’s character) made this quite a
casual thing in Indian households or should I
say youngsters. I picked up my phone and
extend my other hand towards the left drawer
to reach out for one of the pizza pamphlets to
order from. Drawer was stuffed with more
than 50 of them, stuffed like paper balls after
many pizza nights and drunken Saturdays.
Somehow I managed to get a few out of it,
there was dominos, pizza hut, papa jones,
smoking joe’s, joey’s pizza and a few others.
By Neeti Gupta
Another voice was mine and it was almost
unbelievable that how shrieky and rude I got
on even a thought of coming out of my
house and eat at the restaurant. That made
me think later after a full smoky chicken
pizza from joey’s that we ordered later and a
chilled beer, why I gave that reaction?
The idea of going out and eat is dying or the
retail eating stores made us used to sit at
home do nothing attitude was the reason.
The answer probably is very simple,
CUSTOMER SATISFACTION.
The choice somehow became like one of the
key choices of life that what type of pizza is a
indication of where my life is going. After
quite an interesting argument with my flat
mates we finally dogged down to smoking
joe’s as we had a coupon and an offer,
minimising our share t o quite a low.
This hustle was quite a handful after all you
have to pick restaurant, pizza type, toppings
and what not. I finally called in and asked the
guy to note my order and he broke news to me
like a tsunami hit my wall. They weren’t
delivering today because of some issues. We
offered us to come down to the restaurant
and have a fine dine with them.
Companies and start ups like Box 8, Swiggy
etc revolves around this ideology. They aren’t
may be investing in the basics of F&B industry
that is décor or interiors but that money and
inputs are going into what probably means
the most, taste. Value added services or
discounts somehow do adds up to the
addition to the growing opportunity to
them.
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