Digital Transformation Within the Fast Food Industry

In the 21st century, it has become increasingly important for businesses to understand and apply digital transformation. Digital transformation is the process of using digital technologies for business processes in order to meet changing business and market requirements. For a small Chinese restaurant in Newcastle, this change means allowing their business to adapt to the current digital age in order to meet enhanced customer expectations.

Below is a business process model for the Chinese takeaways current situation. Like any normal takeaway shop, they offer collection and delivery services. However, this is the problem. The shop is like any other takeaway shop. The owner, Peng wants the shop to be better than normal and exceed customers expectations. Why should customers go to Pengs takeaway instead of the takeaway down the road?

This is where digital transformation comes in. Peng needs to be up to date with todays digital world and give his customers a reason to always come back. But how can this be achieved? With the help of a SWOT analysis. A SWOT analysis is a powerful planning tool which can be used to identify the projects Strengths, Weaknesses, Opportunities and Threats. In identifying these factors, it can be easier to put measures in place to address the weaknesses, work on the opportunities, take advantage of strengths and eliminate threats .


The strengths are the positive attributes such as what you do well, what is unique about you and what advantage you have over others. Pengs takeaways main strength in my opinion his his experience and knowledge. He has been in the business for 10 years and has 7 takeaways. All of this equals a lot of experience that many other businesses may not have. In these 10 years, Peng must have built customer relationships and loyalty. A customer who has been going to Pengs takeaway regularly for 10 years, will be less likely to start going to a new takeaway down the road instead.


The weaknesses are the negative attributes such as the advantage similar businesses have over yours, what could be improved upon, what weaknesses are vulnerable and can be seen and exploited by others. Pengs takeaway follows old, traditional business models and hasn't adapted to the new digital world. Whilst all other businesses are adapting and improving, Pengs business is getting left behind.


The opportunities are the trends which can be taken advantage of, how strengths can be turned into opportunities and which opportunities are available for you to make the most out of. Peng has many opportunities available to him and these are the main areas where the focus should be. Currently the takeaway has a normal traditional ordering system where the customers can call and place an order or come into the shop and place an order at the counter. Here there is a massive opportunity of creating new innovative ways of placing orders such as implementing virtual counters and joining third party platforms such as Just-Eat. In order to gain more customers, an online presence can be established to promote the businesses and a bigger market reached.


The threats are what the competitors are doing that you aren't and any threats which your weaknesses expose you to. A major threat is other takeaway businesses already seizing the opportunities mentioned above such as creating more ways for customers to place orders and maintaining an online presence for promoting to and interacting with customers.

Now that a SWOT analysis has been developed, a new business model can be implemented and all of the factors taken into consideration.

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