Meeting the challenges of omnichannel food ordering in Asia
With a rise in food ordering and delivery online, we talk to Oddle Brand & Marketing Manager Lynette Lin Na and CFO Manu Mohan, to discuss how the F&B management platform optimises operations. Launched in Singapore in 2014, the solution is used in approximately 350 outlets in Asia, primarily in the Lion City and Hong Kong.
Omnichannel Asia: Please explain the basic concept behind Oddle?
Manu Mohan: What Oddle does is it helps you retain your customers better, we have a very engaging platform that helps you do customer relationship management, you can do data analytics so the existing data you get from the ordering trends, all this is channelled through our shopping cart that you can develop very easily through the back-end system.
Omnichannel Asia: What is the fundamental difference between Oddle and similar apps in market?
Lynette Lin Na: One of our core values we deliver is we do all the management, so we are very much like Shopify but for F&B and restaurants. Other than the online cart, we can actually find out all the restaurant orders and funnel them all to a single platform for the restaurant to have an overview of all the orders. So that’s what differentiates us from Foodpanda, which is essentially a third party that routes orders to restaurants as and when. We actually consolidate all the orders be it from the phone, Facebook, email, online sites, we route everything to singular platform for them to manage.
Manu Mohan: Other food apps are more like marketing platforms, we are an operational platform and we integrate ourselves with a restaurant’s operations.
Omnichannel Asia: So where is the growth model for this concept?
Manu Mohan: One thing I love about Oddle its very scalable, so as long as you are in a country that has Google Maps, you can use our software. Oddle will concentrate on Asia, especially Southeast Asia, Taiwan, and Korea. These are the markets we are going for, they have a burgeoning middle class, and very large takeaway delivery market developing as people get more and more disposable income. So we are probably looking at countries like Indonesia, Vietnam, Thailand, Singapore, and Hong Kong as our main markets going forward.
Lynette Lin Na: We are going to have online sign up, like Shopify, and it’s very easy, so therein lies the scalability.
Omnichannel Asia: How do you ensure data accuracy?
Manu Mohan: If you enter a bunch of co-ordinates or you enter the address of your restaurant, what our system does is plots it in real space, and around that you can draw specific delivery zones and use that to pre-qualify orders as they come in. What’s frustrating on many other websites is that the system is very order hungry and it will just accept all orders and it won’t check for you whether the restaurant can actually deliver to that location, so a lot of restaurants end up rejecting orders that go through the food apps. Our aim is that every order that trickles through the system is actually a legitimate order and can be served by the restaurant. So we pre-qualify restaurants according on the zone they draw on their back-end.