Question

Case 2

Jolly Burger is a medium-sized handmade burger shop selling seafood burgers in Wanchai. All the handmade seafood burgers are filled with fresh ingredients, grilled shrimps, onion rings, French beans, pineapples, tomatoes, mushrooms, herbed mayo and more. The target customers are the nearby business executives and office ladies.

The third-party delivery services like Foodpanda, Deliveroo, and UberEATS have been gaining popularity in recent years. Jolly Burger is planning to penetrate into a new online take-away segment through using their delivery services, by targeting families with children. In doing so, more insights are required on the roles of family members as well as children for online food ordering decisions.

a) Explain the FOUR roles of spouse and decisions in a family’s online food ordering decisions.

b) Explain the SIX roles of parents. Explain whether you agree or disagree that children can have significant influences on parents’ online food ordering decisions by providing TWO supporting reasons.

Answer 1

(a)
1 Working spouse may get tired of working in office and is not ready to make food home or either to go out which may influence the family to order food online at home.
2 To break in the monotony of having food at home the husband plans to have something special at home so that he can spend the time with his family and can have the tasty food.
3 The wife is not well and cannot prepare the food for the family so they prefer to order food online.
4 Various vouchers and points are available on online ordering of food where there is being comfort of having at home and the same food is available at a lesser price which can influence the decision of having food home rather than dinning in.

(b)
1- Parents have lack of time which the incentive of saving time is provided by online ordering.
2-Meeting the demands of all family members of different dishes from different restaurants may not be possible so online ordering becomes the bet solution for sorting out this problem.
3- If parents are strict and have no allowance to junk food or outside food then this may act against the order online of food. However if parents are foodie they will prefer more online delivery.
4-Lazy parents who are introverts and don't like to socialise much are more likely to rely on ordering food home.
5-Offers and vouchers attract the parents to save money of over spending at restaurants and also save the money of transportation by home delivery benefit.
6-During special occasions or celebrations at home , parents tend to order food online rather than making themselves at home thus by being at ease and enjoying the party or get together.

Children have a great influence over the decision of online food ordering as now a days there is abundant variety of food available so if children want a day out they may not prefer online ordering of food but would ask parents to go fo a restaurant to have lunch/dinner.
Also if the favorite restaurant or dish is not available for online ordering this might create a pressure of kids on parents to go out rather than ordering food from home.