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Restauration : l'innovation passe à table

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Les acteurs de la restauration se digitalisent : quelles sont les recettes de leur succès ?
Une étude proposée par Chloé Beaumont et Gabrielle de Perthuis

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Restauration : l'innovation passe à table

  1. 1. Communication et transformation numériques RESTAURATION, L’INNOVATION PASSE À TABLE
  2. 2. 100 ans après l’apparition du guide Michelin…
  3. 3. SXSW2014, IBM et son FoodTruck Cognitive Cooking by Watson Google Food TrendsSXSW2015, le Barbecue Big Data par GE Uber Eats, nouvelle branche d’UBER … les géants du web sont passés à table Au menu : big data, communautés, nouveaux services…
  4. 4. Des services fondés sur la recommandation ont émergé pour amener les clients au restaurant…
  5. 5. … et orchestrer la réservation
  6. 6. Puis le service de livraison à domicile est arrivé, mais la logistique incombait aux restaurants
  7. 7. 1Réenchanter l’expérience de la livraison
  8. 8. La bataille des nouveaux services de livraison
  9. 9. À Paris… la guerre est déclarée
  10. 10. Livraison de plats cuisinés en restaurant en prenant une commission Livraison de plats cuisinés par une équipe intégrée à la startup : le “restaurant sans restaurant” Coût : rémunération des livreurs Rémunération : commission sur la livraison Startup Préparation des plats Coût : rémunération des cuisiniers, loyer, livraison Rémunération : marge sur les plats et commission sur la livraison Deux modèles à l’oeuvre
  11. 11. Le visage de la livraison à domicile change
  12. 12. Il est devenu écolo, sportif, souriant, vecteur d’image de marque… Bref, un nouvel actif stratégique
  13. 13. 1. Adresse 2. Choix du restaurant 3. Commande 5. Suivi4. Confirmation Entrée par spécification d’ adresse ou géolocalisation Sélection des restaurants partenaires dans le périmètre de l’adresse Possibilité de filtrer les restaurants par envies Photos séduisantes Choix du restaurant par des photos de chaque plat, en harmonie graphique avec les photos des restaurants Confirmation de la commande. Les informations bancaires sont pré- enregistrées Suivi en temps réel de la localisation du livreur, du restaurant au lieu de la livraison Focus sur l’expérience utilisateur Take Eat Easy Faciliter l’achat, en engageant à toutes les étapes du parcours
  14. 14. L’art de la mise en scène Les photos professionnelles : cohérence et séduction
  15. 15. Une promesse plus que respectée Une expérience client sans rupture, de la commande à la livraison
  16. 16. Un tunnel fluide L’expertise technologique au service d’une application optimale
  17. 17. Une relation de proximité Transparence et confiance
  18. 18. Maple, le restaurant “delivery-only” David Chang, à la tête du groupe Momofuku
  19. 19. Maple, le restaurant “delivery-only”
  20. 20. 2 Orchestrer la relation entre chef et gourmets
  21. 21. L’exceptionnel… à la maison
  22. 22. 3 Construire de nouvelles communautés
  23. 23. Partage et échange, au coeur de la proposition de valeur de nouvelles offres
  24. 24. 4 DIY La livraison en kits
  25. 25. Par abonnement ou exceptionnellement, se faire livrer les bons ingrédients
  26. 26. Et pour trouver les chefs les plus influents… Le Twhit20 by La Netscouade

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