SCHOOL OF HOSPITALITY, TOURISM AND CULINARY ARTS

BACHELOR OF INTERNATIONAL HOSPITALITY

MANAGEMENT (Hons)

HTM 2212 – Tourism Information System & E-commerce

BH6

FULL NAME STUDENT ID NO GROUP

Desy Rosanti 0311438 G3

Melyani Tanjaya 0311436 G3

Silvia Chandra 0311317 G3

Vinny Priscillia Lim 0307829 G3

Introduction

Website’s Name Domino’s Pizza Pizza Hut Mc Donalds

Context Good design ; Highly functional

Standard design ; Functional

Attractive design ; Highly Functional

Content Information well presented ; Pictures less oriented

Less information ; Pictures less oriented

Information well presented ; Pictures oriented

Community Provided Provided Provided

Customization Not allowed, fixed design & layout

Not allowed, fixed design & layout

Not allowed, fixed design & layout

Communication Provided Provided Provided

Connection Not available Not available Not available

Commerce Online based sales allowed in certain hours; Highly interactive website available

Online based sales allowed 24 hours; Highly interactive website available

Online based sales allowed 24 hours;Highly interactive website available

E-commerce has been used by all the people around the world as sales and promotional tool. It is very familiar and helpful for people in this era since almost everyone can enjoy the benefit of internet. There are many different types of E-commerce users in the Hospitality & Tourism Sector such as Airlines, Hotels, Restaurants and others. One of the E-commerce users with high popularity these days is Fast Food Restaurant, starting from the small until the big company. The main purpose of E-commerce for F&B industries is to help increasing the volume of transactions occurred between buyer and seller. Because of the convenience, customers no longer need to go to the restaurant to get the products. The ranges of products the restaurant offered displayed in the web page so it’s quite easy to be used for all generations. Because of the importance of E-commerce for industries, we try to analyze, rate, and compare 3 famous Fast Food Restaurant websites based on the 7C’s standard which consist of Context, Content, Community, Customization, Communication, Connection& Commerce. For the restaurants, we choose Domino’s Pizza, Pizza Hut &McDonalds as they are leading companies in the industry. Learning from those 3 websites, we come out with our own E-commerce website. And this website, based on the & 7C’s standard will be more appealing in terms of interface and helpful in term of functionality and providing the best service

Stage 1 :

Comparison Table

Fast food Websites Pictures

1. PIZZA HUT

2. DOMINO PIZZA

3. MC DONALDS

Explanation

1. Context

There are some differences on these 3 websites (Domino’s Pizza, Pizza Hut and McDonalds) based on the functionality and appearance (context). First, the design of Domino’s Pizza website is good and highly functional. When we open the website there are many options which can ease the customer when choosing the product. The design of the website is visually attractive and eye-catching which can persuade the customer desire to stay on the website itself even can convince them to purchase the products indirectly. Second, when we look into the Pizza Hut’s website design, it is less attractive compared to both website design. The color combination is monotone which is constructed of mainly red color. But the function of the website itself is easy to be used by the customer because the choices of the product appear in the main page. Third, McDonald’s design is highly attractive amongst all websites. Because the combination of the color, pictures and layout are innovative, it suits all ranges of age.

2. Content

In terms of content, both Domino’s Pizza and Mc Donalds contain complete information in the form of description of various products they offer. Mc Donalds is even not only explaining about the ingredients used, it also answers nutritional information of every product. Furthermore, the website segmented the products into some price categories combining some products into promotional packages to target price conscious customers. On the other side, Pizza Hut briefly explains their products in the simple understandable form only.Seeing from pictures composition, Mc Donald give a good example of pictures oriented website. It provides big tempting visual photos showing the products in its best perspective, supporting the complete product description very well. Besides, its competitors, Pizza Hut and Domino Pizza are less picture oriented looking from more words content compared to pictures content and its size comparison.

3. Community

Based on interactions between customer, those 3 websites do provide community where each customer is allowed to communicate and interact between each other. Through providing connection to its Twitter and Facebook Pages, customers can comment on the pages itself about their experience when they visit the websites or using the product in purpose of enhancing customer trust toward the products.

4. Customization

In terms of customization, Pizza Hut, Domino’s Pizza and Mc Donalds have similarity in policy. They do not provide any settings link to change the website appearance as customer preferences. Those 3 websites have a fixed web component designed based on the company standard. It can be seen from the choice of the color, pictures, banner etc. As these websites prohibit any customization , all 3 of them are a friendly-user websites which mean it’s simple and easy to use.

5. Communication

Looking towards to Pizza Hut, Mc Donalds and Domino’s Pizza website, there are several media that are attached in the webpage which provide the customer place to communicate with the users (business) itself. Through the use of these media, a win-win situation will be created automatically between both users and customers. Social media such as Facebook, Twitter make the users understand what the customers’ expectations & needs. Knowing that, the companies can improve the service and product quality to increase customers’ satisfaction toward their products.

6. Connection

Business cooperation can be formed through the website and by allowing promoting other complimentary businesses in form of giving links. Based on the description above, Pizza Hut, Domino’s Pizza and McDonald as a big international fast food company are such independent websites. They only promote their products without giving any external links connecting to other websites.

7. Commerce

Pizza Hut, Mc Donalds and Domino’s Pizza allowed web based selling on their website. It means they provide online media (website) to have transactions occurred between business and customer. The web site provides customer convenience ordering from any places, at the same time companies reach a greater amount of customers and increase volume of sales. The differences between 3 companies is shown by the number of hours their service is available. Mc Donalds and Pizza Hut are the companies which provide 24 hours in a day, 7 days in a week order and delivery services. On the other side, Domino’s Pizza only allows sale at certain hours to customers.

Stage 2 :

Ala Fotre Website Picture

A LA FOTRE

Comparison Table

Website’s Name AlaFotre Pizza (since 1982)

Context Good design ; Highly functional

Content Information well presented ; Pictures oriented

Community Provided

Customization Not allowed, fixed design & layout

Communication Provided

Connection Not available

Commerce Online based sales allowed in 24 hours; Highly interactive website available

Explanation

1. Context

Ala Forte Pizza’s is one of the well known pizza chains in the world. By examining & modifying the website layout & design once a year, we keep the database up to date and interesting for customer. Based on the context, Ala Forte Pizza’s webpage was designed attractively and highly functional. There are many options that are provided to ease customer purchasing process. The color combination of the webpage is eye-catching, unique and professional which states and maintain the good reputation of the company since 1982. It was simply designed to make sure everyone use it conveniently therefore convince the customer to keep buying our products.

2. Content

A tempting picture of our best specialty homemade pizza is placed on the front page of our webpage to simply ignite the customer’s appetite when they open it. The content of the Ala Forte Pizza’s webpage shows complete information such as a link to the promotional package and promotion of the day on the home page. The web

page also displays several categories of specialty pizzas which allow customers to choose our recommended pizza. On the Location Page, the website provides our restaurant’s clear locations completed by the map to ease the customer searching process when they want to visit one of our restaurant chain. The simple form of menu explanations and nutritional value descriptions that are provided accompanying clear pictures of each menu also can build customers’ knowledge & understanding about our product therefore maintain customer’s trust to buy our products and at the same time show company’s professionalism.

3. Community

Based on community, the interaction that occurs between site users (Customer to Customer), this website does provide community including Facebook, Twitter , and Instagram. We do provide media whereby each customer can interact with each others. For us, communities act as important place where our customer can gather to interact between each others in form of discussion. They can share about each other experiences, gain thorough information & knowledges about our pizza, and give a feedback for the sake of company improvisation. Even if there’s a risk of getting a bad reputation through customer complaints, but by having integrity & transparency as a base company concept and commitment of delivering the best service, we believe that it won’t never blow us off. In conclusion, companies allow us to access to customer’s preferences and behaviors.

4. Customization

In terms of customization, we prefer to have a fixed design & layout which by all means representing our company style, theme & concept. Basically in this information era, when efficiency & productivity are most valued by society, most of the users won’t spend their time to customize our website. A lot of users want it simple. The straightforward website where they can directly fulfill what they need and demand which are food & beverages without wasting lots of time on the website.

5. Communication

Even if our company has existed since 1982, comparing to giant fast food chain companies such as Pizza Hut & Domino’s Pizza, most of the customers aren’t familiar about our brand, product and service we are providing. That’s why communication is one of the ways to attract the new customer that might not know our product and services . For that purpose, we are available in several social media (Twitter, Facebook, Instagram). Through those social media we will continuously promote Ala Fotre by providing whole pictures and details about our products. Social media also help to update our new & old customers about our new specialties & upcoming special offers which they are better not missed. By providing those social media, we provide an easy way for customers to contact us. They can share feedbacks for our products and services & tell their unsatisfaction & complain, so we can take better decision in the future for the sake of customers’ satisfaction.

6. Connection

Act as fast food restaurant, actually it’s not that important to enable any connection to other businesses. Based on company consideration, providing a connection between our business to another business can bring some several disadvantages for us. Sometimes, attaching connection to other business will only create ambiguity among customers since we only provide such a limited range of products & services in the form of food & beverage. So it’s a little hard to match the website with any random company. But it can be advantageous if we provide link to correct business such as credit card company. For the purpose of generating other revenues through the use of website, we can cooperate with companies such as Visa & Mastercard. Since fast food restaurant web page generates lots of viewers & customers, providing link connected to credit card company registration page will be a very good idea. It can help the credit card company to gain new customers.

7. Commerce

As one of the company in the crowded fast food industry, we must be tactful in providing the services customers demand. Since we have lots of competitors on the line (e.g.: Domino’s Pizza, Papa John) and all the customers want the best product comes with the best service at the best prices, we decide to add one more value to our company by having an online website. Ala Fotre Pizza, being different with most of the other pizza company, provides 24 hours online transactions. So it’s very convenient for customers who usually hungry at midnight time & craving for pizza. For our side, it’ll maximize our profit. Furthermore, the Ala Fotre Pizza website was designed highly interactive. The website is highly responsive & easy to understand by customer. Order taking will be fast & direct so that customer order will be quickly processed.

Conclusion

By conducting a comparison between McDonald, Pizza Hut & Domino’s Pizza, we learn how to value the attractiveness & functionality of a website through a customer’s perspective. What we got from continuous discussions between us is a great website doesn’t necessarily have all the 7C components on it. Take Mc Donald as an example, it doesn’t own all the criteria. We learned that from all those criteria, there are some aspects that determine the level of customer satisfaction toward a website. Those aspects are included in our new business website which is Ala Fotre Pizza. First of all we decided that the website will need to exceed the average level of context criteria. The reason is great context in terms of simplicity & aesthetic design and high functionality will be important to generate new customers & maintain existing customers. Other than that, in terms of content, it will present detailed information of our products in the form of

descriptions & sharp, mouth-watering products’ picture. Community & communication are also important to gain customers’ trust through word of mouth & feedback about our products & services. We decide to have transparency, win win & pleasant long-term relationship with our customers. To achieve that, we need to hear what our customers say about our products & keep improving in the area we lack of competency. The last important component based on our own opinion is commerce (website). Having a media for online transactions help business to reach high volume of sales at minimum effort. A website could be said as a powerful sales tool to deal with lots of customers. Providing connection link in the website also important as long as we deal with the correct business. A business that won’t distract our customer such as credit card company. Furthermore, connection can bring more income for our business.There’s one component which not available at our website. It is customization. The reason behind why we prohibit customization is we would like to keep our website's original. We are proud to reach customers in our own style & the ability to also change the layout isn’t that important.