Despite their success, TDS Gourmet felt a need to maximise profitability by analysing and optimising its menu. Furthermore, there was a need to better leverage on digital enablement opportunities to gain more potential business opportunities. In addition to this, given that the digital customer experience is critical to retaining current customers and capturing next generation loyalty, and the best way to enhance the digital experience is through deep personalisation, it was increasingly becoming vital for the brand to engage customers with personalised offers across multiple digital channels. Using customer data, TDS Gourmet could also make better decisions about merchandising, pricing and promotions.

On the operational front, TDS Gourmet wanted to expand its footprint in the supply chain and gain control of the distribution process and sales of products into the wholesale market.

Business Strategy Development

To set up a food processing establishment for the B2B wholesale market. Planning & studies conducted include:

• Business startup cost analysis
• Commercial rental market research
• Factory opening (breakeven) analysis
• Licensing conditions for food processing establishment
• List of areas with food processing establishments
• Particulars of products

A B2B Implementation Blueprint was developed for the client outlining the steps in establishing the company’s food processing facility.

Customer Strategy

A) Menu Engineering

To evaluate and optimise TDS’s menu pricing and design by using sales data and food costs. TDS could use the data in conjunction with the principles of menu psychology to suggest marketing and menu mix strategies for menu items based on menu analysis insights (high and low contribution margin combined with popularity).

B) Digital Marketing

Digital marketing will help The Daily Scoop reach a larger audience than traditional methods. Additionally, leveraging on digital platforms is a targeted, cost-effective way to find customers as the company can self-serve which provides flexibility, doesn’t require budget commitments, and can track performance on a real-time basis.

C) Customer Loyalty Program

TDS could develop a personalised Customer Loyalty Program based on customer profile and brand values. By creating a delightful customer experience with a seamless platform for rewards & redemptions and smarter initiatives for repeat customers, it allows the company to extend the lifetime value of its customers.
Some suggested value proposition:

• Get a $5 reward upon signing up and making the first purchase.
• Customers accrue points for each order they make e.g. earn one point for every $1 spent; enjoy $5 off for every 50 points earned.
• Members can view the latest flavours from the comfort of their phones.
• Customers are able to explore their dream combinations with customisable ice creams, customisable directly within the app.
• Get 10% off on in-store or takeout orders.
• A “Cone-gratulatory” surprise on birthdays.
• Earn a reward for every friend referred.

• • Increase in Facebook outreach to an estimated 15,000 monthly reach and 1,200 clicks.
  • Projected 5–10% revenue increase through higher consumer spend.
  • Menu engineering expected to boost profitability by 10–15% through data-driven optimisation of food cost and sales performance.