⏮️ Context

Iberia is considering a new premium service where customers can pay an extra fee for their orders to be prioritized. This initiative is designed to boost ticket value and generate additional revenue while enhancing the customer experience.

While this new service has potential for a new revenue stream it does not come without challenges. Introducing a premium order prioritization service has the potential to significantly disrupt current restaurant operations. The challenge lies in managing the increased complexity without compromising the efficiency and quality of regular orders.

An in-depth analysis is required to understand the benefits and impacts of such a service.

The RBE Dedicated Team will spearhead a discovery process during 2025 Q1 to validate all current hypotheses and understand the value of this new service. Other areas from RBI will be needed on this analysis to understand operational challenges and solutions.

❔ Hypothesis

Here are the hypothetical benefits such a service can bring from RBE’s perspective.

1. Revenue Growth

   • Increased average ticket value due to the additional premium fee.

   • RBE has revenue growth goals that will benefit from the additional revenue from this service.

   • New revenue streams will not impact current ones.

2. Reach

   • There is an audience for this new service, they are willing to pay extra for priority.

   • Enhanced customer satisfaction by offering faster service options.

   • Potential to attract and retain high-value customers.

   • Increased customer loyalty by offering premium options.

   • Competitive edge by offering differentiated service levels.

3. Prioritize Order Option in Whitelabel App

   • Guests will have the option to prioritize their Orders at checkout.

   • When selecting the service the Guest will be informed of the added costs.

   • When selecting the service the Guest will be informed of the new ETA.

   • Guests will receive a specific email about their prioritized orders.

   • Prioritized order communications will be differentiated from normal orders.

   • The Order History will show if an Order has been prioritized.

   • Guests can see the additional cost on Order History.

   • The Order Tracker will show if an Order has been prioritized.

4. Order Priority on Support Tool

   • Support Agents need to see if an Order was prioritized or not.

   • Support Agents need to see the added cost of the service in each Order.

5. Order Priority on DOP

   • Update Order data in DOP to show Order Priority and added costs.

6. Order Priority on Analytics

   • Update all events that contain Order data to add Order Priority.

7. Share Order Priority on Partners API

   • Update the Partners API Orders service to return information regarding the Order priority.

❓ Open Questions

• Is this fast track option available only for Delivery orders or also for pick up orders purchased by app/web?

• Is this new service available to all BK clients, or is there any limitation? For example, do they have to reach the Superking loyalty tier to see this fast track option in the checkout?

• Would clients use this fast track order? 

• What's the current average ETA? And pick up ETA?

• Are users satisfied with the current ETA experience? Or would they like to be delivered faster?

• Do RBE identify if there are any significant variations of the ETA on specific days, time or even regions that would benefit users to use this service?

• Is this fast track order option always available at the checkout in every restaurant? Or can it be configurable by restaurant?

• Would we limit the number of orders that a restaurant can prioritize? For example, this fast track option can only be available in the checkout if that specific restaurant didn't reach the 5 customers limit for an order from 12.00 to 12.30.

• If we do this, do we want to allow its management restaurant in the DOP or it's a fixed business rule for all restaurants? I'm assuming that sometimes a restaurant can't afford the fast track demand because of operational issues (lack of riders, restaurant employees, etc), so they can change the number of fast track orders they can assume for a specific period of time.