The Impact of Digitalization on Business Performance and Productivity of New Hospitality Companies: A Study on Freshway

“The impact of
digitalization on
business performance
and productivity of new
hospitality
companies” . A study
on Freshway.

Table of Contents
Chapter 1: INTRODUCTION.....................................................................................................................3
Rational of business idea.........................................................................................................................3
Scenario Chosen......................................................................................................................................3
Background of Restaurant.......................................................................................................................4
Vision......................................................................................................................................................4
Mission:...................................................................................................................................................4
Research Aim..........................................................................................................................................4
Research Objectives................................................................................................................................4
Research Questions.................................................................................................................................5
Structure of business report.....................................................................................................................5
CHAPTER 2 THE BUSINESS CONCEPT.................................................................................................5
Introduction.............................................................................................................................................5
Description of Business Concept.............................................................................................................6
The product/service description...............................................................................................................6
The target market.....................................................................................................................................6
Positioning strategy.................................................................................................................................7
Value added.............................................................................................................................................7
Who is involved.......................................................................................................................................8
The window of opportunity.....................................................................................................................8
Summary.................................................................................................................................................8
Chapter 3: Literature Review.......................................................................................................................9
Industry Analysis.....................................................................................................................................9
References.................................................................................................................................................12

Chapter 1: INTRODUCTION
Rational of business idea
The main rational of selecting the existing topic is increasing popularity of digital activities in
business context. Currently, the use of digital tools and techniques has significantly increased
due to demand in market place. Post COVID-19 pandemic, the use of digital techniques is
increasing as the business organizations are likely to use more and more digital and online
platforms so that they can easily fulfill the demand at market place. Here, main aim of using
digital tools is to enhance the reach of the company in significant manner in terms of attaining
higher amount of sales and profit margin. Digitalization is all about using latest and updated
digital and online tools to get and complete the demand of buyers in significant manner.
Implementing digital techniques is one of the best and significant ideas that are used by the
companies presently to attain tremendous amount of success effectively. By using digital
techniques, it is possible to provide best possible experiences to buyers that will further lead
towards increment in the overall revenue and profit margin. By using latest and updated digital
tools, it is easy to make a unique identity of business organization in market place.
Scenario Chosen
Digitalization refers to use latest, updated and advance techniques so that a business
organization can grow faster and better. This can further offer better profit opportunities so that
the entity can succeed in future period of time. In other words, digitalization is a process wherein
information is converted from normal form into digital form to help in terms of improving
overall performance, consistency and efficiency of business. Creative digital solutions are likely
to provide competitive edge to the company and further help in developing profitability in
significant manner. After COVID-19 pandemic, using digital platform and tools has become
imperative for the companies so that they can easily present their idea to final customers
(Kharlamov and Parry, 2021). In addition to this, it also provides opportunities to individuals to
get necessary information about the products or services, they wish to purchase in future period
of time.

Background of Restaurant
In preset case, a new restaurant is going to start names as “Freshway”. As the name
suggest main aim of the restaurant is to offer fresh food to the customers. By considering the
recent pandemic impact, their business is highly based on digital platforms. They are likely to
use ample of advance, recent and updated digital techniques to grab the attention of customers
significantly. The business will be located at UK and offer ample of fresh food & beverage items
to keep the customer delight. Here, using digitalization will help the entity in terms of fulfilling
needs & requirements of customers in timely manner. Further, it will also aid in enhancing
overall productivity & profitability of the respective restaurant.
Vision
The vision of restaurant is to capture high market share by offering quality products to
the buyers. They aim to offer the best possible services and experiences to the customers by
making appropriate use of digital practices effectively. They are likely to follow all the necessary
approaches to offer the best possible experiences to buyers.
Mission:
The mission of selected restaurant is to offer fresh and quality food to customers. For this
purpose, they use fresh ingredients and raw material to produce quality food products to fulfill
the demand of customers. In addition, they also aim to make a successful restaurant by using
digitalization practices to ensure long-term sustainability.
Research Aim
“To identify the impact of digitalization on productivity and profitability on new hospitality
organizations”. A study on Freshway.
Research Objectives
 To understand the concept of digitalization.
 To evaluate the impact of digitalization on productivity and profitability of Freshway.
 To develop suitable digitalization strategies followed by Freshway in order to ensure
higher productivity and profitability.