PS Pizza Shed

Ismail,

Hope all is well. Hoping you and team can help. We want to bring pizza into the 21st century and think IBM could be a great partner on this journey.

I'd love to spend time with your team next week to hear your ideas.

Regards,John SmithChief Customer LeadPizza Shed

-------------------------------------THE LANDSCAPE

We manage 11,000 pizza delivery outlets in 90 countries. Most of these are franchised, owned and operated by local businesses. We compete in the highly saturated delivery market, competing against our arch rivals Checkers and Mama Jeans in a number of these markets, as well as the local players. We have also seen the rise of the delivery aggregators like Seamless (US) and Deliveroo (UK) starting to eat into our market.

In most geographies we offer ordering in-store, phone, online and mobile apps. The adoption of online and mobile varies by country, in part, because of the local trends and preferences; however, we also know we can do a lot better in those regards.

Our Question:How can we engage with our customers, “bring the store to them” and deliver on our simple strategy “don’t be wrong, late or cold” ? How do we connect the digital and physical experience of ordering, delivering and eating pizza?

Demographics:Everyone loves pizza, right?!? Our focus should be on those who are so used to using their smartphones to do any and every task. The individual who is used to booking flights, places to go, hailing taxis all through their phone without a blink of an eye. How do we get these individuals excited? How do we bring the takeaway pizza into the 21st century?

Things to consider:• Whats the most important aspect of take-away pizza?• Is an individual’s choice of pizza brand really tribal? What else

drives the choice of pizza?• Should we persevere with trying to foster an ongoing

relationship, engagement and dialogue, or just realise pizzas are transactions, moment in time purchases that do not need us to pretend we know the individual?

• What are the pain points with the process today? How can we solve for being wrong, being late or being cold?

• What is your big idea? How can we embrace technology to either foster an ongoing relationship or nail the pizza transaction end-to-end

-------------------------------------YOUR PROPOSAL COULD INCLUDE -

• A concise and considered articulation of your product, service or solution

• An explanation of the problem it’s solving and why you’re solving it

• The intended channel / multi channel approach and why you’ve chosen them

• Technical diagrams explaining (at a high level the various elements involved

• Near, medium and long term views • An element of your product or service prototyped (paper,

designs or working code ) • Anything that you think helps communicate your idea. There

aren’t any rules. We want to leave feeling excited

-------------------------------------A FINAL BLUEBERRY THOUGHT

• Always have the individual in mind when you’re creating anything.

• Think of you, think of your family, your friends. Is what you’re creating something they want, something they would use. The business case can always be worked out after, the hardest bit is getting people to care about your product through an emotional connection.

• Don’t think in terms of a website or an app, think of an entire connected experience. You use an app to do this, the company then receives your query, it’s then shown on a website etc etc. It’s a connected digital experience.

• Have some fun, there’s no wrong answer especially if you’re creating something for yourself.