Industry
Company Profile
- $250m annual revenue
- Pizza delivery service
- 250 SKUs; portfolio mix of main dishes, drinks, and desserts, including menu bundles
Situation and Objectives
- Identify opportunities to improve the pricing and perception of the delivery service
- Define measures to improve the communication and pricing of the delivery service
- Elaborate implementation plan
Approach
- Conduct consumer research to understand value perception and willingness to pay for the delivery service
- Analyze the current delivery process to understand costs and factors that influence delivery time
- Define a new pricing concept, including discounts for pickups at the restaurant and delivery that takes longer than a defined time period (e.g. 30 min.)
- Elaborate a detailed implementation plan for the measures, including a description of the necessary adjustments in communication, IT, and supply chain
Communication of New Pricing Concept

Results
- New pricing concept with a differentiated approach to delivery prices
- Value of the delivery service better communicated by introducing a discount for restaurant pickup and delivery that takes longer than guaranteed
- Implement plan, including necessary adjustments in communication, IT, and the supply chain
Impact
- 3% revenue
- 2% profit
- 3% guest count