This document provides a technology plan and consultation for Cab Cuisine, a food delivery service with 10 locations near college campuses. It analyzes Cab Cuisine's competitiveness using Porter's Five Forces model. It identifies strategies of operational effectiveness, differentiation, and customer orientation. It recommends the disruptive technology of autonomous vehicles to improve efficiency. It discusses using social media and a rewards program to build network effects. It determines Cab Cuisine should purchase an existing restaurant delivery software instead of developing a custom one due to lack of IT resources.

1. Technology Plan
Consultation For:
Consultation Provided By:
Lauryn Jashynski
Logan Moore
Leeah Rivas
Madeline Rynewicz

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Table of Contents
Introduction……………………………………………………..2
Five Forces……………………………………………………...2
Strategies………………………………………………………..4
Disruptive Technology……………………………………….....5
Web 2.0/Network Effects……………………………………….8
Build vs. Buy…………………………………………………...9
Data Model…………………………………………………….10
URL……………………………………………………………17
Security and Ethics Plan………………………………………17
Conclusion/Summary………………………………………….19
Bibliography…………………………………………………..20

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Introduction
Our team of consultants will be working with Cab Cuisine; a food delivery service that partnered
with five popular restaurants in large college towns. These restaurants include Buffalo Wild
Wings, Subway, Taco Bell, Culvers, and McDonald since none of these places originally
provided any type of delivery service. Cab Cuisine currently has ten locations in close proximity
to the following campuses in eight different states: UW-Madison, UM-Twin Cities, University of
Iowa-Iowa City, University of Illinois-Champaign, University of Michigan-Ann Arbor,
University of Indiana-Bloomington, Penn State University, Northwestern University, Ohio State
University, and UW-Oshkosh. Cab Cuisine provides full menu delivery, striving to provide a
menu pertaining to students demands while offering convenience. All students, residents, and
workers within the 10-mile radius of Cab Cuisine locations will be able to utilize their services.
Cab Cuisine gives the option of quick quality food in an economy where convenience is
becoming the driving factor in decision-making. Having only a few restaurants within walking
distance of campus, providing a meal delivery service will not only increase the number of
obtainable restaurants, but it will offer a more convenient option for those who may not have the
time to run out and get a meal. It will also enrich the community by providing a few more jobs
for college students. Students and residents will be able to readily access their services by either
the Internet or phone at the most convenient of times. Satisfaction will be guaranteed with
speedy service as well as a polite and responsive staff.
Since this is the first business of its kind in the areas they are located, we want to help them
succeed and make it hard for others to copy their efforts. While consulting for them, we will
analyze possible competitors and then create strategies to keep Cab Cuisine as a thriving
business. In addition, we want to help them identify technology they can use to help their
company be more efficient and successful, including incorporating Web 2.0 to build network
effects. We intend to help them organize their data better (providing examples in Microsoft
Access), so they can be quick, accurate, and efficient when it comes to organizing important
information. Lastly, we intend to discuss ethics and safety with them. We want all the employees
to agree upon how to handle security and privacy so there are no discrepancies.
Five Forces
In order to help Cab Cuisine analyze its competitiveness, we conducted a Porter’s Five Forces
Model for them. This model illustrates the threat of new entrants, bargaining power of buyers,
threat of substitute product or services, bargaining power of suppliers, and rivalry.

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Porter’s Five Application to
Forces Cab Cuisine
Threat of New
Entrants
HIGH
Easy to enter fast food market
 Franchises make it possible for just about anyone to open a
popular fast food restaurant chain store
 Fast food restaurants do not require extremely skilled workers or
complex kitchen equipment, making it quick and easy to acquire
both and start a new restaurant quickly
 Many existing fast food companies could decide to deliver their
own products without much extra work
Bargaining Power of
Buyers
HIGH
Buyers have many choices of what and where they want to eat
 Internet always increases buyer power- they can research
restaurant locations, prices, and menus
 Switching costs are low- even though we advise Cab Cuisine to
offer a rewards program, there is no harm in choosing not to use
their service
 Customers could decide to travel to a restaurant in order to avoid
a delivery fee
Threat of Substitute
Products or Services
HIGH
There are lots of other options when choosing what to eat
 Since Cab Cuisine is located near college campuses many
students already have paid for meal plans and may not want to
spend the extra money
 People could also choose direct delivery from restaurants such as
Jimmy Johns, most pizza and Chinese places, etc.
 Customers also might choose to cook at home or make something
in their dorm room
 Another substitute would be going to a restaurant, or going
through a drive-thru

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Porter’s Five Application to
Forces Cab Cuisine
Bargaining Power of
Suppliers
HIGH
 Cab Cuisine’s suppliers can determine what percentage of sales
they get
 popular restaurants could refuse to team up with Cab Cuisine,
and without major restaurants their service becomes less
valuable
 suppliers could decide not to extend their full menu to Cab
Cuisine’s services, which could displease customers or cause
them to go straight to that particular restaurant to get what they
want
Rivalry HIGH
Other delivery services exist, but they are run through each individual
establishment, not a collection like Cab Cuisine – other options to eat
also exist as rivals
 Some examples are Jimmy John’s, Papa John’s, P.F. Changs,
South of the Border, etc.
 Delivery services similar to ours such as EatStreet- a free online
service that delivers popular local restaurants. With locations all
over the nation. They also have an app compatible for Apple and
Android for convenience. In addition to their advantageous
service, they donate 5% of their profits to a non-profit
organization of your choice from a list of options on their site
( https://eatstreet.com/Oshkosh?gclid=CMLlh42u8L0CFYY7Mg
odHCMAUw).
Given this analysis, Cab Cuisine will face high competition, but can rise to the challenge
by identifying in depth strategies.
Strategies
Since threat of new entrants is high, we advise Cab Cuisine to avoid basing their strategies on
cost. Instead we came up with three that could help their company excel.
1. Operational effectiveness
We have suggested the use of autonomous vehicles, to cut down on accidents, and any
preventable driving costs. This will help Cab Cuisine keep delivery times fast while staying safe,
putting them ahead of other delivery companies that are not utilizing autonomous cars. Another
way Cab Cuisine will exceed other delivery options, is that they intend to allow customers to mix

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and match. For example, someone could order an appetizer from one restaurant, a entre from a
second restaurant, and a dessert from a third. This not only sets Cab Cuisine apart from other
delivery services, but also is more efficient for the customer. Without our services, they would
have to travel to three separate places or compromise and settle for just one place. Thanks to Cab
Cuisine, they can be as selective and demanding as they want.
2. Differentiation
Cab Cuisine is combining 5 of the most popular restaurants in order to provide an extensive
delivery menu from many of customers favorite brands. This is different from companies only
delivering their own food because in this case, there is much more variety. Cab Cuisine differs
from EatStreet (a similar service) because some of EatStreet’s restaurants also deliver on their
own. This is negative for them because ultimately they end up competing with themselves.
People don’t need to use their business when they can get the food straight from the source. An
example of this would be Papa John’s. However, Cab Cuisine exclusively delivers for restaurants
that do not already deliver.
3. Customer Oriented
Cab Cuisine intends on treating not only their customers, but their suppliers with patience,
respect, and professionalism. We suggested they offer a rewards program to not only increase
staying power, but also reward the customers for using their services. We want all of their
customers to feel appreciated, as well as content with their services at all times. In addition, Cab
Cuisine should treat their suppliers well so they continue to use the delivery service. It is
important for Cab Cuisine’s suppliers to have positive opinions, because that could increase the
chances of other restaurants wanting to join in Cab Cuisine’s services.
Mission
Deliver quality food and exceptional service through a unique, customer-oriented approach that
attracts new users and retains existing ones.
Vision
Cab Cuisine will grow to become the brand name that is synonymous with food deliver service
in every positive way imaginable. The outgoing nature that the company strives for will exceed
expectations in the current Midwest markets and launch us into new ones across the country
from coast to coast.
Disruptive Technology
After examining the Gartner Emerging Technologies Hype Cycle of 2012, our group has
identified autonomous vehicles as a possible technology that has the potential to not only
transform delivery services, but also create an entirely new industry. We believe that Cab
Cuisine could use this to support its strategy of operational effectiveness. Since Cab Cuisine

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wants to minimize costs by being as efficient as possible, it is critical that their front line
employees are good drivers. Significant decreases in operational effectiveness can occur if
drivers are inattentive. Not only will customers be unable to receive their orders which will
damage Cab Cuisine’s credibility of having superior operational effectiveness, poor driving can
result in numerous cost inflating events. If driver’s get in accidents, it poses significant increases
in insurance (whether or not it is no fault of their own) and Cab Cuisine may also be held liable
for any damages. Also, if driver’s become too aggressive in order to boost efficiency, they may
get speeding tickets. In return, this may result in a bad public image and hurt Cab Cuisine’s other
strategy of providing unmatched customer service.
Figure 1 (LeHong)
By harnessing the power of autonomous vehicles, Cab Cuisine can limit the ill effects of human
error behind the wheel. Additionally, because Cab Cuisine has the majority of its costs associated
with its drivers, investing in autonomous vehicles will eliminate those variable costs going
forward. While many manufacturers already implement sonar into their vehicles to increase
safety, some companies have already displayed prototypes of fully autonomous vehicles (most of
which are highly innovative companies such as BMW).

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Figure 2 (Kelly)
The concept is still being tinkered with and from the graphic, it can be seen that there is still
another 5-10 years before autonomous vehicles may become relevant. Because of this, Cab
Cuisine must realize that since the technology is far enough off and only in the ‘technology
trigger’ stage, problems may occur in development. With so many components being integrated
to assure that these machines function properly, there are many more areas that need to be sent
through troubleshooting to guarantee safety. Because these autonomous vehicles are designed
and programmed by humans, they are still susceptible to mistakes just like delivery drivers are.
The legal concepts related to these vehicles must also be verified. Cab Cuisine’s Midwestern
location makes this technology a safer investment because Michigan has already passed
preliminary legislation to allow automated driving. Wisconsin and Minnesota are also
considering it. If these states pass bills allowing it, other neighboring states may be more likely
to do so as well.
Figure 3 (Diagram)

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Web 2.0/Network Effects
There is great potential to add value to the service by Cab Cuisine through Web 2.0 and Network
Effects. The more people that use Cab Cuisine will allow the business to expand, thus providing
the opportunity to raise enough capital in order to expand the number of delivery personnel and
different restaurants catered from. By having more drivers and featuring more restaurants, Cab
Cuisine will then be able to service their customers faster. Through the continuous building of a
customer base, Cab Cuisine also has the option to venture into new geographic markets. This is
an example of how Cab Cuisine will be able to add value through exchange opportunities. With
less delivery time, prices may be decreased since less fuel will be used and since a wider variety
of restaurants can be offered, different customer demographics will find it more valuable to use
the service.
Cab Cuisine would be able to increase their network effects even further if they were to offer a
rewards program. This creates the value of staying power because over time returning customers
will accumulate switching costs and remain loyal to ordering from Cab Cuisine as opposed to
competitors. Also, because Cab Cuisine delivers from a variety of restaurants, customers may be
attracted on the basis of complementary products. With this service, they now have the option to
eat an appetizer from one restaurant, an entree from another, and dessert from yet a third
different restaurant. With more individual users and more restaurants participating, the locations
of pick-up and delivery become less spread out and can then become more efficient and cost
effective for the end consumer.
As depicted in the picture below, four drivers can cover more total area than one, can overlap in
busier areas, and also are responsible for less individual area (making delivery more efficient).
Figure 4

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For Cab Cuisine, this is a two-sided market because both buyers (and consumers) and producers
(restaurants/Cab Cuisine) have provided value in some way to make the service more beneficial.
To fully harness this network, Cab Cuisine should move continue to move early before new
competitors enter the market. They should also create partnerships with restaurants because that
will ultimately limit the choices any competitor could choose to deliver from. Additionally,
leveraging viral promotion will assist in having the Cab Cuisine brand be recognizable.
These promotional opportunities can also be leveraged through Web 2.0 and social media. The
sharing of information through social media and blogging/micro-blogging can play a vital role in
the success of Cab Cuisine. The fact that many of Cab Cuisine restaurant partners are already
established and have followers on social media sites like Twitter, Facebook, and Instagram will
make it easier to gain visibility to the brand. Many people already blog about their food
experiences, so if Cab Cuisine becomes synonymous with that trend awareness will once again
be increased. However, a concern arises over the poor performance of restaurants, which is out
of Cab Cuisine’s control. This synonymous image could end up damaging the Cab Cuisine brand
if the food is not up to standards. Even if the food is of high quality, customers may be upset
with the service Cab Cuisine has offered and that negative image will then be reflected upon the
brand of the restaurant, which is out of their control.
Build vs. Buy
Implementing appropriate software for Cab Cuisine is an extremely important business decision
based on the operations of the business. Customers must submit orders online in order to receive
the services cab cuisine offers. Customer information, order information, restaurant information,
and employee information should all be stored and easily accessible to ensure the business
operations can run smoothly and eliminate any confusion that would increase order and delivery
times to customers.
Our suggested strategies for Cab Cuisine are: operational effectiveness, differentiation, and
customer oriented. We believe these strategies cannot be fully achieved without the appropriate
software system. Operational effectiveness will require a system that can allow customers to
easily place orders, employees can easily gather the information provided by customers, and
ultimately deliver the product in the least amount of time possible. Cab Cuisine needs a system
that can handle a variety of information. We believe Cab Cuisine needs to focus on their greatest
differentiation from competitors, which is by offering a large variety of food options in a “one
stop shop.” Cab Cuisine requires software that can keep track of the variety of food options from
their 5 partnering restaurants. Lastly, Cab Cuisine requires a system that can keep track of
customer and reward program information to ensure customers are receiving all of the possible
benefits Cab Cuisine has to offer. Cab Cuisine can also use the software to filter information in
order to target customers based on purchasing patterns.
With threat of new entrants into the fast food market being high, Cab Cuisine needs a system that
is up-to-date and can create a competitive edge by decreasing order wait times with easily
accessible information. Bargaining power of buyers is also high. With the appropriate software,

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Cab Cuisine will have the ability to offer a rewards program and target customers based on
purchasing patterns. With a multitude of substitutes and high rivalry, Cab Cuisine will need to
display the advantages of choosing their services over other fast food restaurants or eating at
home. The appropriate software system will allow Cab Cuisine to offer a variety of food from
numerous restaurants and the ability to order from more than one restaurant at a time. This
creates an incentive for customers who seek variety and convenience. Suppliers have a lot of
power in determining whether or not they choose to partner with Cab Cuisine. Suppliers will
want to see periodic reports to evaluate the sales they are receiving through Cab Cuisine. Cab
Cuisine can offer these reports with a software system capable of easily creating such reports.
Figure 5 (Wisdom)
After analyzing Cab Cuisine’s strategies and the five forces, we recommend they implement a
Restaurant Delivery Software (RDS), such as Wisdom by. Cab Cuisine does not have the
resources in order to create custom software. Without a group of employees that have an
extensive knowledge in Information Technology, creating custom software would be costly and
timely. A RDS system has all of the capabilities Cab Cuisine needs in a software. Wisdom’s
capabilities include: easy online order management, delivery area management, dispatch process
to prioritize and grouping order, driver management, reporting, and database marketing. This
software is the perfect option to optimize Cab Cuisines operations. They also have flexible
features such as built in credit card processing and mobile app management to ensure satisfaction
from not only Cab Cuisine, but also the restaurants they cater from and the customers they
deliver to. It has a $250 start-up cost and only a $0.20 charge per order. Many other competitors
have yearly fees and also incorporate a higher charge per order.
Data Model
Table 1: Customers

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The first table describes their customer demographics. It assigns each person an ID number so
we can see when they order, what they order, and from what location they order from. By having
the demographic information, the system can be less complex. They will also be able to send
those customers in our database promotions to help keep up our customer loyalty and allow for
possible awards further in the future. The complete address lets the employee know where to
deliver the final order.
Table 2: Orders
The order table keeps track of all of the incoming orders they have. When a customer orders at
one of their stores, they are assigned an Order ID to match with their Customer ID. This also
matches an employee with the order and when the order is placed. They can use this table to see
which of our customers order the most and where they order from. The date shows when the
order was placed and can help for future orders.

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Table 3: Promotions
In the promotion table, each of the promotion types/channels is assigned a Promotion ID. This
ID number is also sorted by which restaurant offers it (Restaurant ID). Depending on the
restaurant and their location, not every restaurant will offer the same promotions. This table also
shows how much a customer would save by using the promotion. This will allow us to see what
Order ID is using what promotion. This helps link the customer to their favorite type of
promotion.
Table 4: Offices
The office table shows where our offices are located, by state. Each office is assigned an Office
ID number and it is linked to the address, city, state, and zip code. This table also tells us the
number of employees at each of our office locations. When the Order ID comes through on the
system, we can which office site it is connected to.

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Table 5: Restaurant
The restaurant table shows what restaurants Cab Cuisine offers delivery for and in which state
they are located. Some cities don’t have all the restaurants we offer, so we will be able to sort
them by restaurant name to see if a certain city offers that specific restaurant. When orders come
through the system, they are also tracked by the restaurant table. It has their complete address
information so the delivery employee knows where to pick up the order from.
Table 6: Employees
Each employee in the employee table is assigned an Employee ID. This ID can be used when
assigning orders. This ID is also given an Office ID. This allows Cab Cuisine to see which office
building the employee works for. It also shows what model car they drive and how long their
average delivery time takes. This table can help run reports on employee efficiency.

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Relationships
The relationship diagram shows the relationships of each of the tables in Cab Cuisine’s database.
The Customer and Order tables are linked with a one-to-many relationship. This is because one
customer can have many orders. The Order table is connected to the Promotion table and the
Office table in a one-to-many relationship because each order can use many different promotion
types and one order can be connected to the offices. The Promotion table is connected to the
Restaurant table in a many-to-one relationship because there are many promotions linked to each
restaurant ID. The Office table is linked to the Employee table in a one-to-many relationship
because each office can have many employees.

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Report 1 – Employee Performance
Their first report is about the top performing employees. It ranks them by their average delivery
time so they know who the most efficient employee is. It then lists their name and their
corresponding Employee ID number. It also shows which office they are located at so the
company can see not only which employee is most efficient, but also which office is being the
most efficient. It also shows the model of each vehicle the employees drive.

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Report 2 – Promotion Values
The second report is about the most valuable promotion. It is run by which promotion will give
customers the most savings. Since not every restaurant offers all the promotions, it shows the
Restaurant ID so we can see which restaurant is giving the customers the most value. We also
can see which type of order is linked to the restaurant and promotion.

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URL
The URL for Cab Cuisine will be www.cabcuisine.com. It is an available URL that is a perfect
choice. It is just the name of the company, making it easy for customers to remember.
Security and Ethics Plan
In order to maintain solid customer relationships, it is important for Cab Cuisine to actively
manage a wide variety of data related to each individual customer. However, multiple issues
arrive when dealing with such personal information such as home addresses, telephone numbers,
and especially credit cards.
Privacy
Cab Cuisine must have a state of the art database security system in order to protect all of the
data that they manage. If the databases are compromised, they risk losing their image of integrity
and ultimately may fail at leveraging their strategy of being customer oriented. All information
that Cab Cuisine receives will be used strictly for internal purposes only. Extra sensitive
information such as credit card numbers will not be visible to any random employees either. Cab
Cuisine’s main threat is forms of spyware and keystroke loggers. In order to be proactive, a high
performing firewall software, such package from Cisco, is a reputable platform with proven
results for business that have similar needs like Cab Cuisine.
Accuracy
In order to maintain optimal operational effectiveness, Cab Cuisine must ensure that all of their
information is accurate. If a customer places an order and the address is wrong, they will not
receive their order and the delivery personnel will have wasted time and fuel. More importantly,
it will detract from a positive customer experience. To avoid these issues, manual accuracy
checks should be performed throughout the RDS software. A sample of customers will be
selected to help verify their information and will simultaneously be assured through proper
verification that it is truly Cab Cuisine cross-referencing their confidential.
Property
Any information that is entrusted with Cab Cuisine will be viewed as only something that it
being rented from the customers. This approach means that anything given must be carefully
handled because if not handled correctly, the customer can cease doing business with Cab
Cuisine and that information will become useless if they are not being delivered to. Cab Cuisine
has been advised to train employees in proper security and loss prevention techniques. This
includes knowing what to do in a robbery situation of delivery drivers where physical security
may be compromised, not just informational security. Additionally, a hierarchy of credentials
should be implemented to extract certain types of information.

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Accessibility
Employees of Cab Cuisine will only be given access to pertinent information required to make
their deliveries. The main threat to customer security is hackers that may compromise sensitive
information. Additionally, all information will only be used within Cab Cuisine in order to avoid
spam coming from other sources that tries to engage the customers. A high grade antivirus
software, such as a Norton, will protect the potential compromising or destruction of customer
information in addition to the firewall.
Ethics
As mentioned above, Cab Cuisine employees will be thoroughly trained. We recommend that
they have a selective screening process and then also make all new employees sign a service
pledge that covers the four aforementioned bases of security. Yearly performance reviews are
also recommended so that the pledge can be reexamined. To further protect the integrity of Cab
Cuisine’s brand image, customers are encouraged to report inattentive driving or poor quality
standards exhibited by any employee. These issues will then be addressed by management and
the results will also be shared with any concerned customers to reassure them that the issue has
been taken care of.

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Conclusion/Summary
Judging by Porter’s Five Forces, Cab Cuisine is in a competitive market because each of
the five forces faces challenges to overcome. We as a consulting group advise Cab Cuisine
leverage operational effectiveness, differentiation, and a customer oriented approach as their
strategies to be successful when faced with the challenges. The mission and vision statement we
provided will help them accomplish these strategies, in addition to harnessing numerous
technological advances by staying current and up to date.
Beginning with disruptive technology, Cab Cuisine must be aware of the possibility of
autonomous vehicles entering mainstream consumer application. They have the ability to
increase operational effectiveness by reducing fuel and labor costs, as well as increasing safety.
This type of technology is still only in the trigger stage, so they must be proactive in following
its progression in the years to come.
Another aspect to improve upon is customer service, which can be done through Web 2.0
and network effects. The more customers Cab Cuisine has within its operational boundary, they
will be profitable enough to expand and provide more efficient services from more restaurants.
They will be able to respond effectively to any concerns by utilizing social media and interacting
with their customer base on a consistent basis.
We recommend Cab Cuisine buy a Restaurant Delivery Service software, such as
Wisdom, because the benefits of having a predesigned system are far greater than the costs of
designing their own. They will be able to increase both operational effectiveness and customer
service through this software that manages multiple facets of information. We provided a sample
data model set that can be a platform for which Cab Cuisine can begin using their RDS software.
It is complete with a relationship table and sample reports of topics of interest, such as employee
performance and valuable promotions. In order to let their customers connect with them in ways
other than social media, the domain www.cabcuisine.com is available and a logical choice to use.
Because Cab Cuisine has access to sensitive customer information, we have compiled
recommendations that address privacy, accuracy, property, accessibility, and the ethical actions
that are incorporated into all of these aspects. They must utilize adequate firewall and antivirus
software to protect all of their information. Additionally, they must train their employees
properly, in order to ensure the integrity of their system is fulfilled.
Overall, if Cab Cuisine can adhere to our consultation, we fully believe they will not only
be successful, but also an industry leader.

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Bibliography
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2014. <http://www.cnn.com/2014/01/09/tech/innovation/self-driving-cars-ces/>.
LeHong, Huan, and Jackie Fenn. Key Trends to Watch in Gartner 2012 Emerging Technologies
Hype Cycle. 2012. Photograph. n.p. Web. 7 May 2014.
N.d. (Diagram) Photograph. n.p. Web. 7 May 2014. <http://low-powerdesign.com/sleibson/wp-
content/uploads/2011/04/Autonomous-vehicle-sensors.jpg>.
N.d. (Wisdom) Photograph. n.p. Web. 7 May 2014. < http://www.datadreamers.com/wisdom-
restaurant-delivery-software>.