This document proposes creating a truly blended dining experience through an integrated delivery and dining platform. It identifies key insights around intimacy between customers and restaurants through personalization, scalability for restaurant owners through shared purchasing power and operations support, convenience for customers through seamless ordering and payment, and stability for drivers through financial management tools. The platform aims to address these through personalized delivery orders, on-site booking and payment, an enhanced restaurant experience, and driver money management services.

1. Creating a truly blended
dining experience.

2. Miguel
Customer persona
Young professional
28 years old
6.000€ p.a. disposable income
3x delivery, 6x restaurant per week
Single
Likes to go out
Shared living situation
Seldomly cooks

3. Sofía
Restaurant owner persona
First time entrepreneur
30 years old
Low capital for investment
Owner of single restaurant
Low margin operations
Sourcing small quantities
Simple digital presence
No proprietary delivery

4. Alvaro
Delivery driver persona
Freelancer
32 years old
In a relationship without children
No college education
Works from 1-4 p.m. and 8-12 p.m.
Owns scooter
Delivery primary source of income
No social security

5. Intimacy
Customers and restaurants want
to have an intimate relationship
with one another.
Personalization and
communication is valued.
Key Insights
Stakeholder analysis
Scalability
Restaurant owners want to be
able to scale their business
without losing control. Margin
and cost management is the
main inhibitor.
Convenience
Customers want a shorter time
to order through direct dish
selection. Seamless in-store
payment, booking and UberDrive
integration are emotional value-
adds.
Stability
Drivers are motivated by
economic stability. They want to
be able to project how much they
earn and get help managing
expenses.

6. Supply Purchasing
Achieving economies of scale
Purchasing Power
Sourcing through Uber allows small
restaurants to get better prices.
On-Demand Replenishment
Out of stock items can be replenished
instantly to reduce downtime.
Operations Consulting
Uber employees leverage their knowledge
to help owners increase their margins.

7. Delivery Order
Personal and convenient dining
Personalized Orders
Orders arrive with custom postcards, small
gourmet surprise and other amenities.
Feeling Lucky
Upon selection, customers get instant dish
recommendations based on their history.
Fine Dining
EatsBlack offers a selection of upscale
restaurants for a true dining experience.

9. On-Site Booking and Payment
Seamless reservations and payment
Booking
Tables in appropriate restaurants can be
reserved through the app.
Mobile Payment
Users pay their restaurant bill in the app,
creating an effortless experience.
Shared Bill
Bills can be split with an unlimited number
of UberEats users.

10. Restaurant Experience
Feeling at home, wherever you are
Personal Welcoming
Upon arrival customers are greeted
personally and escorted to their table.
Meal Recommendations
Based on past orders, waiters make meal
and wine recommendations.
UberDrive Integration
Upon payment users can hail a ride.
Leveraging cross selling platform potential.

11. Driver Money Management
Helping drivers succeed personally
Revenue Forecasting
Drivers get daily projections of attainable
revenue. This also regulates driver supply.
Profit Insights
Up-to-date profit insights help the drivers
understand the actual cash-in.
Break-Even Analysis
Effective cost management through
adjustable metrics provide key insights.

12. Intimacy
Personalized orders, fine
dining, personal relationship
with restaurants
Scalability
Purchasing power, on-demand
replenishment and operations
consulting for small businesses
Convenience
Feeling Lucky instant order,
mobile payment, UberDrive
integration
Stability
Revenue forecasts, detailed
profit insights and break-even
analysis for drivers
Summary
What we did in a brief