Strategy to communicate to Horeca's manager T-Ordino's advatanges, a interactive and digital menu.

1. Alessandra Bellofiore
Manuela Carraro
Lorenzo Visentin 1

2. EXECUTIVE SUMMARY
1. Risto Technology context
2. Advantages and Disadvantages
3. Competitors and Benchmark
4. The proposals
5. Conclusion
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3. Risto-technology is a start up, born in 2013, which is trying
to digitize Horeca’s world through the system T-ordino,
which is a digital menu, that let people do other things too.
Now T-ordino is mainly used by restaurants, especially in
Northern Italy restaurant but their aim is to enlarge their
target market.
They provide the system to the retailer, who offer the new
system to Horeca’s clients.
Through this system they have been able to increase their
revenue in five years and to change a negative EBITDA
into a positive one.
Their clients show an increase in the productivity, +18% of
second orders and +20% in the optimization of staff work.
https://appnfc.it/smart-touch-menu-ordinare-con-un-tag-nfc-e-il-proprio-
smartphone.html
Aida
Risto-Technology context
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4. To understand how to communicate T-ordino
advantages better to Horeca’s manager we have to
understand how it works.
T-ordino is a system developed by Risto-technology,
characterized by:
1. Interactive menu
2. HD Images
3. Calories, allergens, cooking, variations
4. Direct order from the table
5. Transparency
6. Guest’s Entertainment
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5. The advantages are:
1. Costs reduction
2. More clients because of table rotation
3. Every language is available
4. More efficiency
5. Ad revenue
6. Knowledge of waiting time
7. More things ordered
8. Clients can see the dishes to be sure of what
they want to order
9. More visibility
10. Samsung’s assistance
11. Social commitment “PizzaAut”
The disadvantages are:
1. The high cost of implementation
2. Lack of human contact between waiters and
restaurant’s clients
3. Restaurant homogenization
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6. Competitors
https://www.passbot.it/
https://www.smarttouch.it/
https://itrestaurant.net/table
Partners
Multi-languages Menu
Social (Autism-
friendly)
NO YES YES NO
YES YES YES NO
IRT Table NO YES YES NO
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7. Benchmark
How we can see from the table, T-ordino offers the same services and even more in comparison with its competitor. The
only exception, which is a great disadvantages for T-ordino, is the fact that people cannot pay from the table, through
the tablet. We strongly recommend to add this possibility, because consumer do not like to waste time for payments.
We find that T-ORDINO is easier to use than SMART TOUCH MENU, because the last one is an app that people have to
download on their phone, whereas with T-ORDINO is already on the table, ready to use.
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8. To make these advantages perceive to our
customer we have thought:
1. To Choose Restaurant chains as target (Old Wild West, Chinese food, etc.):
● these kind of restaurant have the resources to do these kind of investments
● these restaurants need to optimize the efficiency
● luxury restaurant need things like personalization, human contact so they would not be a good target
2. To aim at hotel’s bedroom for room/wellness services and excursion planning:
● the tablet would let people check every item in their room
● it would be easier to order the room service
● guests would have every information they need for hotel services or about the city
● guest could book wellness services when provided by the hotel
● it would be the normal evolution of the classic phone in the hotel room
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9. 3. Free month trial:
● it would let restaurant’s owner appreciate every advantages so much that they could not be without it
4. Salesman:
● Now Risto-technology sell this system through retailers, but we think that they need salesman in
order to communicate in a stronger way the advantages of this system
● A salesman, who is payed with a fixed part and a variable part, which depends on sales, would be
encouraged to sell more
5. Synchronization with Samsung Health:
● Nowadays people are obsessed to keep healthy, in this way they can check what they have eaten in
relation of what they have done in their personal account
6. Social campaign:
● share your picture with the tablet on ig with a special hashtag will let restaurant have more visibility
and restaurant could offer a coupon, a price or a discount. 9

10. Conclusions
Risto Technology is really much better than its competitors and adding the option to pay from the tablet
itself it would be the most complete and the one with more functions.
Through its partnership with Samsung and its help to autistic people it could spread like wildfire. Our
proposals (see slides 8-9) would make its weaknesses disappear.
We have joined our knowledge from different fields together to make marketing, attention towards the
client and business return better, so now it has become the best option among digital menu.
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