Faasos Royal of the Week – July 04 – July 10, 2016

July 04 – July 10, 2016

Faasos Royals happens when Loyalty meets Royalty.

The thought is simple: to celebrate loyalty and gift them some royalty. You have ordered a particular product for ‘x’ (where x is definitely more than 20:) ) number of times. So, we believe you own this product as much as we do. Hence, we are naming the product after you for next seven days.

That was about loyalty to Faasos and we thank you for that. Now what about Royalty? That is pretty simple too. Every time some one buys this product, we put Rs. 1 in your credit on the Faasos app. So, if this gets sold  300 times, you get Rs. 300 in you Faasos wallet.

So do spread the message, especially to friends who owe you money:)

Our Royal for July 04– July 10 is Vipul and we look forward to serving his Dal Makhani Tub & Rice.

faasos-royal-4thjuly

 

Faasos Royal of the Week – June 13 – June 19, 2016

June 13 – June 19, 2016

Faasos Royals happens when Loyalty meets Royalty.

The thought is simple: to celebrate loyalty and gift them some royalty. You have ordered a particular product for ‘x’ (where x is definitely more than 20:) ) number of times. So, we believe you own this product as much as we do. Hence, we are naming the product after you for next seven days.

That was about loyalty to Faasos and we thank you for that. Now what about Royalty? That is pretty simple too. Every time some one buys this product, we put Rs. 1 in your credit on the Faasos app. So, if this gets sold  300 times, you get Rs. 300 in you Faasos wallet.

So do spread the message, especially to friends who owe you money:)

Our Royal for June 13 – June 19 is Sitanshu and we look forward to serving his ‘Chai for 4’ with a smile.

SHITANSHU_TEA (1)

Cracking Invite & Earn

A determining factor for any successful business proposition is their ability to find effective ways to acquire new customers at a low cost. One such highly efficient strategy that every business hopes to crack is the referral program. We, at Faasos, have tried to fine tune this program over the last few quarters and to perfect it as best as possible to suit our requirement. Here’s the story:

Basic Formula:

Every business aims to have their customers become evangelists and invite their friends and family, who in-turn invite their friends to use the product/services, thus driving customer acquisition. Some of these will further turn evangelists and drive more users for the business.

This model includes 3 components:

  • Initial set of customers
  • The evangelists who will “invite” more people – New customer invited – say I
  • Referred people who “convert” to new users for the business – Conversions – say C

The basic principle that any Invite & Earn (I&E) program follows is increase the numberof ‘Invites’ and improve ‘Conversions’ from these invites.

 Phase I: The Basic Program:

Our first attempt at I&E program was with a semi closed wallet, which required our existing user to refer a friend to use our services. As per the I&E program, the existing user gets Rs. X when the friend transacts for the first time and the friend receives Rs. X off on their first order.

The Glitch: Since this was with a semi-closed wallet, the referred customer was required to add more money to the wallet to undertake any transaction as X was always less than what a usual transaction would be. It wasn’t a surprise that the conversions languished at ca. 20% at that time.

Phase II: The Upgraded Program:

In the second Phase, we introduced an upgraded version of the program. This version was created in manner that the rewards were directly impacting the invoice. E.g. Rs. X was directly deducted from the invoice value thus eliminating the entire ordeal of adding money to the wallet and improving customer convenience. This version definitely worked better and led to an increase of 2.5X in conversions in only a month.

The Glitch:

  • Week 1 retention – As the new users started scaling up, the first thing to do was to check the quality of the new users pouring in. The idea was to understand if they were genuine users of just some friend whose mobile was used to avail the discount / split the bill etc. The best way to determine this was to track the number of new users that were transacting again in a period of 7 days and compare it to other sources of customer acquisition such as Facebook, Google etc. (Week 1 retention). As soon as we scaled up the new users with the “frictionless” rewards program, the Week 1 retention dropped considerable indicating that the quality of new users was poor / we were unable to attract genuine ‘new users’. We needed a way to keep the rewards friction free and prevent misuse of the program to just get a discount.
  • Average Order Value – Another key feature to determine the long term success of an I&E program is the Average Order Value (AOV). Average Order Value (AOV) = Revenue / Total number of orders. Once again, this had to be similar / more than the AOV from other sources of customer acquisition (Facebook, Google etc.). It did not come as a surprise to us that the AOV for individual customer under the ‘frictionless’ program was also lower as compared to the AOV from other sources of customer acquisition.

Phase III: The Current Program:

We realized that making the process frictionless does give a disproportionate incentive to “Game” the system and order at a discount. We understood the need to pull some of it back while keeping the process clean enough to not dissuade genuine users. A few tweaks to the minimum order amounts or disallowing usage of coupons with the rewards helped us separate out the genuine users in the end.

As we can see from the Chart II below, the Week 1 retention and the AOV also increased leading to a closure of loop on the perennial question that every business will have – Do Referral Users sustain the business for a long term?

Chart I – The three versions

I&E new (1)

Chart II – The current program

I&E 2

Snapshot of the mediums used for Invite & Earn:

Untitled pie

Steady State Growth:

The current program is successfully driving good customers (Week 1 retention continues to improve along with the AOVs) and the idea was to drive higher number of new users from the same. The starting point was hence to look at the funnel and figure out where we can optimise.

Quick check on the funnel

# who visit the Invite & Earn section: 100

# who invite: 35

# of invites sent per user: 2.5  ; Hence actual invites sent: ca. 88

# who register and subsequently transact as a new user: 62

Essentially we have figured out the Invite Ratio I; ca. 88% and Conversion ration C: 62% giving us a healthy Viral Coefficient Ratio of 0.55. The best programs would have a Ratio of close to 1 (essentially every user for the business getting another user; a dream come true for every marketer J). The focus in the coming months is to scale the 0.55 as high as possible while keeping the constraints of AOV and Week 1 Retention high. Any and all of the funnel components of how many consumers visit the I&E section on the App, to driving more invites from those to maybe influencing their decision to invite more people to finally improving conversions through friendly reminders are the cards in our hand.  Watch this space to see if we can scale I&E in the coming quarters as well.

Revant Bhate,

Chief Marketing Officer

Faasos Royal of the Week – May 29 – June 04, 2016

May 29 – June 04, 2016

Faasos Royals happens when Loyalty meets Royalty.

The thought is simple: to celebrate loyalty and gift them some royalty. You have ordered a particular product for ‘x’ (where x is definitely more than 20:) ) number of times. So, we believe you own this product as much as we do. Hence, we are naming the product after you for next seven days.

That was about loyalty to Faasos and we thank you for that. Now what about Royalty? That is pretty simple too. Every time some one buys this product, we put Rs. 1 in your credit on the Faasos app. So, if this gets sold  300 times, you get Rs. 300 in you Faasos wallet.

So do spread the message, especially to friends who owe you money:)

Our Royal for May 29 – June 04 is Hrishikesh and we look forward to serving his Egg Chatpata Wrap with a smile.

ROYAL_Hrishikesh

Faasos Royal of the Week – May 22 – 28, 2016

May 22 – 28, 2016

Faasos Royals happens when Loyalty meets Royalty.

The thought is simple: to celebrate loyalty and gift them some royalty. You have ordered a particular product for ‘x’ (where x is definitely more than 20:) ) number of times. So, we believe you own this product as much as we do. Hence, we are naming the product after you for next seven days.

That was about loyalty to Faasos and we thank you for that. Now what about Royalty? That is pretty simple too. Every time some one buys this product, we put Rs. 1 in your credit on the Faasos app. So, if this gets sold  300 times, you get Rs. 300 in you Faasos wallet.

So do spread the message, especially to friends who owe you money:)

Our Royal for April 22 – 28 is Shaifal and we look forward to serving his Jumbo Chicken Wrap with a smile.

Shaifal's jumbo chicken wrap-1

Bringing the beauty of offline experiences online: A Faasos take

Jaideep CEO

Although many of our customers across India who are using Faasos as an answer to #AajKhaneMeinKyaHai, might think we are primarily a mobile app, I must say a few old world / brick-and-mortar type of stuff runs very strongly in our veins – may be a bit too strongly, given our roots. That includes managing a network of kitchens across the country, supply chain, inventory management, new product development ( not the app, but actual food ) etc. But, the thing that defines our offline root most strongly, is how our customer experience vision is formed and is being executed upon. Over time we have tried to either keep the beautiful aspects of an offline experience or improved upon them using the power of technology. Of course, some of these worked and others did not, but that’s life. Here is a synopsis of what we have done so far. The list is no way comprehensive and will remain work in progress for ever, as there is really no end to improving customer experience:

The Best Bits of Offline How we are trying to keep it and make it better
Offline is very personal. A waiter or an order taker on the phone recognizes you if you are a regular customer. Gives you a nod. The chef says hello while passing by. And yes, if you are not carrying cash would pass on a bit of credit every now and then. Our Elite program is an endeavour to bring back the charm of old world loyalty. If you are regular enough to be an Elite customer, the app recognizes you, gives you a surprise dish on the house once in a while, always asks you if you would like to pay later, sends you the new dishes that are about to come up for tasting. These are a few of the ever expanding benefits given to the Elite.
How many times you went to a restaurant and asked for recommended dishes. Well, I do it 100% of the time. And the results are usually pleasant Our Faasos Finest range is a step towards that. We have put together a collection of dishes, that are best rated and most loved by our customers – not by our chef, nor by our marketing team, but by our customers. That’s where I feel we upped it one level from offline, where it is usually a gut feeling. In our case, this is data driven and automatically pulled up basis ratings and order volume. We are now taking it to the next level, where our recommendations will be personalized, based on what you like, what you ordered and how you rated what you ordered, whether you are missing out on something that everyone else loved so on and so forth. Think of Netflix of Food reco.
Offline gives you pleasant surprises. At the end of the dinner, how many times have you been overwhelmed by the little gesture of the restaurant to give you a complimentary dessert? Has not happened with me many times unfortunately, but I do remember a few occasions. And I have never forgotten those restaurants Every now and then, and for every new customer of ours, we add a complimentary “welcome kit” – consisting of a dessert and a few other tit-bits. We absolutely love the smile our delivery boys get from a pleasantly surprised customer. I can tell you, there is no bigger motivation in business than when your customer smiles at you. Our boys love it ( may be even more than the customers :))
The trouble with offline How we are trying to make it less troublesome
Waiting for your food order is probably the most harrowing experiences mankind goes through ( with the exception of speaking in public probably ). It is usually filled with several phone calls asking how far, how much more time etc., super fast escalation of hunger and as a result anger, getting all sorts of cliches back from the person on the phone including “ ladka nikal gaya hai (the delivery boy on its way)”, “kab place kiya order ( when did you place the order?)”, “do minute me call karta hun (will call you back in two minutes)”, so on and so forth. You get the gist. All of us suffered irrevocably waiting for our food from the local restaurant. To counter this, we built, probably an industry first, “Estimated Time of Delivery”.

  1. When you order on Faasos, at the end of the order, the app estimates the delivery time based on the distance between you and the kitchen, traffic situation, current load at the kitchen and prep time of your order.
  1. Before you press your final “place order” button, you will actually see this “estimated time” and can decide whether you want to proceed with the order or not.
  1. If you decide to go ahead and order, an order tracking appears on your screen and you can see a clock ticking away towards your estimated time. Which means, even if you are not watching the time, intermittently you can check the tracker and see how much time is left before the “Estimated Time” for delivery is lapsed.
  1. Right at the stroke of the “Estimated Time”, you get a message asking “ Have you got your order?” 97% of the cases today, we get an affirmative answer, which means for about 3% of the cases we were wrong about the Estimated Time, or something catastrophic may have happened and we got late. If the customer says “no” in answer to that question, a notification immediately goes to our Customer Service Center, who gets on the job of finding out what happened to the order.

If you are not already bored, do check out my post on “Estimated Delivery Time”

Customizing your order over the phone is always a game of chinese whisper. You ask for extra cheese and the order comes with lots of onions and no cheese. It has happened with every one of us. We built in customizations with all our Meals, Rice and Wraps. On our app, you can always change the base of your wrap to whole wheat, chose your carb in your meals ( rice, roti or both), add extra toppings or that dash of cheese. It all gets added to your order and shows up on the kitchen screen, so there is no chinese whisper or missing extras because someone did not listen to your properly

As I said before, this is just the start of the journey for us, and we are excited to keep introducing great offline experiences or improve upon them on our app. We are working on several features from splitting bills among your friends to one click device to order your food by pressing a button. Would love to hear from you if you have any ideas around how experiences could be beautiful when someone is ordering online.

Faasos Royal of the Week – May 08 – 14, 2016

May 08 – 14, 2016

Faasos Royals happens when Loyalty meets Royalty.

The thought is simple: to celebrate loyalty and gift them some royalty. You have ordered a particular product for ‘x’ (where x is definitely more than 20:) ) number of times. So, we believe you own this product as much as we do. Hence, we are naming the product after you for next seven days.

That was about loyalty to Faasos and we thank you for that. Now what about Royalty? That is pretty simple too. Every time some one buys this product, we put Rs. 1 in your credit on the Faasos app. So, if this gets sold  300 times, you get Rs. 300 in you Faasos wallet.

So do spread the message, especially to friends who owe you money:)

Our Royal for May 08 – 14 is Manibabu and we look forward to serving his Roti, Butter Chicken, Dal Makhani meal with a smile.

Manibabu

Teekha Chaska, you beauty!

Spices. While one might think of it trivially owing to the fact that it’s so omnipresent, let us tell you spices have a lot to do with shaping the culinary maps. Dukkah, Peri Peri, All Spice, 5 Spice, Garam Masala, East Indian Masala, Chinese Spice: they are so quintessential to the culture and the country they belong to that it’s difficult to think food without the inclusion of the same. As a matter of fact we would go as far as to tell you that Spices define a cuisine and a country, and if it’s not for these lovely spices we would all be eating the same food. Thank you spice gods for blessing us with flavors and giving us taste buds.

Spiced Eureka

So where is all the spice word leading to? Well, at Faasos we treat spices with respect and thankfully had our moment of Spice-Eureka too! If you have been eating Faasos, you’ll know all about this. But just in case you haven’t, we are talking about Teekha Chaska – a spice that Faasos is known for. Plus, we will decode the taste and give you a fabulous recipe too that uses this spice-mix as a rub with lemon zest, salt and pepper. Hop on.

A short Tale of Teekha-Chaska

Aeons ago, we came up with a spice mix that seemed to make even lauki tasty. No, seriously! You’d think we are exaggerating but a sprinkling of it on your worst liked veggies and you’re filled with this sense of gastronomic ecstasy which keeps you going on for more. Like chaat masala or maggi masala, you’d often find yourself having it straight up from the palm of your hand. It’s that sort of addictive.

After a few rounds of classic fail sessions of brain storming, we thought of calling it Teekha Chaska owing to the fact that it adds that spicy roundness to a dish. Ofcourse, in our next lot of orders we packed a few sachets thinking of it as “value add”. Hah! Least did we know that it would eventually be so popular that it would be criminal to not give a sachet out. Fortunately it’s now gone to that “Basic” level in marketing jargon and thankfully so!

Today, we exploit this spice to its full potential: not just as a seasoning but as a rub, and cook out a sweet weeknight dinner that takes less time, looks delish and tastes absolutely smashing.

Teekha Chaska Pan Fried Chicken Recipe

Chicken Breasts with skin: 1, slit every 1”

Lemon Zest: of 1 lemon

Lemon Juice: of 1 lemon

Paprika: 1 tsp

Rosemary: 1 twig

Teekha Chaska Spice Mix: 2tbsp

Salt and pepper to taste

Ginger Garlic paste- 1 tsp

Olive oil {not extravirgin}: 1 tbsp

Additional:

Veggies of your choice: I used cherry tomatoes, bell peppers, Bokchoy and potatoes. Roasted them with salt, pepper and olive oil.

Directions

Wash the chicken and pat dry. With a sharp knife slit at 1” intervals. This is for the rub to go inside of the chicken.

Next, mix salt, pepper, teekha chaska, lemon zest, paprika in a bowl. Rub the chicken thoroughly and evenly: you could also take some rub and stuff the slits with it for the flavor to be thorough.

In a pan, add oil and add ginger garlic paste. This is just to flavor the pan, you do not need to cook it. Now add the chicken and cook both sides on high heat until the skin turns golden. Now cover and cook for 10 minutes under low heat to seal the juices.

Rest for a while before you serve

Garnishing Options:

Sprinkle a bit of teekha chaska and add a sprig of parsley.  

GIF-Ch-Breast-new-2

 

P.S: Want a bottle? Write to us and we will send you a bottle of!

From Diaries: 3 great cocktails you can make with Faasos Swig

Now, those of you know Faasos from its start, you’d know how Swig debuted one day in our humble life and quickly became the rockstar of Faasos. Made in-house, and available in 2 very desi flavours- Jeera Masala & Green apple- swig was swug {read chugged} with every order and by far remains as one of our best selling crop. Ah, come on! You all know about Swig now, don’t you? But hear hear: do you know our Swig is also the perfect mixer for some great summer cocktails?

Because the Sun’s high and the sweltering heat is getting us low, we thought of pulling out our carefully-kept-away recipe book and share with you all these 3 summer cocktails that you can make with Swig. Ah, you know, in our hay days, we used to be experimental and active enough to serve the house, and can we tell you that they taste amazing.

Steve in a Glass

We are very cryptic. We enjoy puns and sarcasms and layered conversations with a good glass of cocktail {yes, yes, transferred epithet into play} So when we came up with this amazing cocktail with our Green Apple swig, we thought of calling it Apple Bomb. Ofcourse, you can now get the correlation! I-people might just guess the ingredient right from the name!

Recipe For Steve In A Glass

1 ½ oz Mandarin Vodka {Or any citrus vodka}

½ oz peach schnapps

Faasos Green Apple Swig

Crushed Ice

Fill a glass with crushed ice, add mandarin vodka and peach schapps. Top it with Faasos Swig Green Apple. Serve.

Steve in a glass (1)

Spice Punch

This recipe is one of our absolute favourite. Tangy, with a fresh burst of flavour and so very refreshing, our spice punch has been the life of our in house parties. Believe us you, this cocktail can make the most tired soul fly.

Recipe For Spice Punch

1¼ oz vodka

12 oz Faasos Jeera Masala Swig

1 lemon, juiced

Ice

Pour Ice in a glass, top with vodka, add Faasos Swig Jeera Masala and add lemon juice. Stir and serve.

Spice Punch

Intense Summer Cocktail

This brewed in one of our late night rendezvous- much like how Faasos came into being. A little heady on the Indian spices with green mangoes and mint, but we like it as is, specially in the summers!

Intense Summer Cocktail

Fresh mint: 20-30

Raw Mango, crush: 4 tbsp

Faasos Jeera Masala: 2 cups

Lemon: seeded and sliced

Rock Salt

Cruched Ice

In a glass muddle some mint and lemon slice. Add mango crush and rock salt to it. Add crushed ice and top it with Faasos Swig Jeera Masala. Stir and serve chilled.

Intense Summer Cocktail

P.S: if you have tried our swig as a mixer, come and let us know.  We’ll be happy to share it on our blog.

Faasos Royal of the Week – May 01 – 07, 2016

May 01 – 07, 2016

Faasos Royals happens when Loyalty meets Royalty.

The thought is simple: to celebrate loyalty and gift them some royalty. You have ordered a particular product for ‘x’ (where x is definitely more than 20:) ) number of times. So, we believe you own this product as much as we do. Hence, we are naming the product after you for next seven days.

That was about loyalty to Faasos and we thank you for that. Now what about Royalty? That is pretty simple too. Every time some one buys this product, we put Rs. 1 in your credit on the Faasos app. So, if this gets sold  300 times, you get Rs. 300 in you Faasos wallet.

So do spread the message, especially to friends who owe you money:)

Our Royal for May 01 – 07 Chaitanya and we look forward to serving his Chicken Bhuna Rice Feast with a smile.

CHAITANYA_chicken bhuna rice feast