Easypizza.com : THE YIELD BUT NO YANG

On 17th december 2004, yield mangement has been adapted to the food service delivery of pizzas by the launch of Easypizza in Milton Keynes. the first customer has been delivered by Easy group owner, Stelios himself
It was the first time that the yield mangement has been applied to such a business structure: to allow customer to book pizza cheaper by website without having the opportnity to go ad get the pizza themselves and to save money by ordering it off-peak period(off lunch or dinner time).Franchise beagn in 2006 and already 15 branches have been set up.

Customer targets :
-Young pople,
-Companies staff,
-Families

Advantages for the customer
- Cheaper price than the ones on the market (e.g: Domino's pizza or Pizza hut or any pizza restaurant in the neighbourhood)
-Flexible and sensible savings through mutiples orders,
- Good quality pizza delivered
- delivery cost to add accordig order time

Advantages for Easypizza :
- No high street rent,
- Use maximisation of the oven and of the delivery vehicules,

By comparison competitors do not allow on line booking with cheaper prices so there is no incentive for customers to order through their website(Domino'spizza or Pizza hut)

Revenue sources
- With ice cream and drinks (Haagen dasz and Coca cola)
- Franchise

As this model could be sustainable ,I personnaly thinks that Easygroup through Easypizza should start building a reflexion around his concept about the community they tend to build around varied concerns.

Particularly after 10 years of activity they should start considering bringing a bit more fun in their relationship with the customer in order to create a strong one-to-one relationship with their customers through :

- A better website presentation to reinforce the attractiveness of the pizza on the menu. Pizza orders will be more important.

- They could adapt the menu to season or to special event, in order to avoid boring the customer and to create more opportunities of order.

- They could create a real community through shared activities or iformations trhough their website while people wait for their pizza EX : you tubes videos to be seen about pizza funny stories in diverses situations,in order to create traffic on their website.

- Easypizza could expand their revenue sources by using local advert linked with the identification postcode. Why not advertise for the local video store, wine or bookshop or for special advertising for local fair trade or events (sports activities like football match, Tv programmes)which are generally linked to pizza consumption.A commission could be paid by those partners.

- Special offers should be made for birthday parties order, hen nights or any kind of parties in order to incitate customers to order more regularly and in bigger quantity, in rder again to create traffic.

- A kind of loyalty registration could offer free delivery for the 1oth or the 20th pizza ordered, to retain customers.

- Easypizza does have links with the other brand activities but nothing is really well advertise, which could be improve for a better synergy between brands, and so more customers could become of the other brands.Traffic between Easy websites could be improved.

My general impression about Easypizza and Easy group is that the concept and original idea have been well organised but the services seem to be now in their mature phase and no new energy has been invested to keep alive this fantastic community of customers. The company seems to be focused with new business opportunities but after 10 years of experience it is now important to create and maintain a strong synergy and identity between the brands in order to build a multi community spirit which is full of economical ressources.It would benefit both to customers and to Easy staff members.With the yield, Easy got the drive to create multiple businesses but now they miss the "Yang", "the fire"(which is a joke for pizzamaker) to keep up the community they successfully managed to create.so, too be continued...