Or as we call it in branding “ Brand offering “ … the unique selling proposition
Brand Promise
Because we know how important it is to get your food on time…
If we are more than 30 minutes late on your confirmed order time , your order is FREE….
"we delay, we pay”.
Why:
It's the tangible benefit that makes a product or service desirable. And assures brand stand out position in online food delivery spectrum in KSA
Who:
A practice embedded in each policy and procedure of brand daily operations.
Where
Manifested in operations , monitored and controlled by customer service after the set procedure is confident in its abilities and has developed a controllable and consistent customer experience
When
- First 30 days, internal and external communications + penalties funded by marketing budget
- Next 30 days customer care will fund
- Final 30 days and forward each team member fail the promises will pay for the order value.
Worldwide practice
- FedEx —when it absolutely, positively has to get there overnight.
- Careem — if we are late on your airport trip, its free
- Apple — Own the coolest, easiest-to-use cutting-edge phones, computers and other consumer electronics
- McKinsey & Company — Hire the best minds in management consulting
- Lynda.com — High-quality training that’s affordable and convenient
- IDEO — Industrial design for companies that want to innovate
Industry: Food & Beverage, QSR, Online food order application
Brand: Local, 9 months since launch.
County: Saudi Arabia
Date: September 2016
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