Competitor Analysis – Part A_ Table sharvesh

Competitor Analysis – Part A: Table Instructions: 1. Please use this as your template and framework for what you should include in your analysis. Your comparison table must include all the following elements. 2. Choose between using Google Sheets or Excel (or another table format). Please hand in your assignment in this table format. There is no need to make it any prettier than what is shown below. You will get a chance to make it look good in the next assignment. The important thing is that I can see all columns at a glance -- with the Summary column being the most important column (critical thinking). 3. Here, I am using the Humber College theme as my example. Before you start, fill in the first Criteria column. Criteria need to be set a priori to maintain objectivity. After that, you will need to work across the rows (across and not down). Do not fill in greyed-out cells. These are for your future reference only and you do not need to work on these areas in this exercise. This is the framework to use: Criteria McDonald’s Starbucks Subway Summary / Conclusions Business Main offering or value proposition. What is the (main) value this product or service brings to the customer/user? How is this positioned in the market? McDonald's main value proposition is its convenient, affordable, and diverse fast- food menu. It positions itself as a quick- service restaurant, prioritizing accessibility with drive-thrus, a user-friendly app, and extended hours. It relies on iconic menu items and consistent taste for a reliable dining experience. Starbucks offers premium coffee in a welcoming atmosphere, positioning itself as a destination for a quality coffee experience. It emphasizes ethical sourcing, diverse menu choices, and creating a third-place ambiance, appealing to coffee enthusiasts seeking more than just a basic coffee shop. Subway's main value proposition is fresh, customizable, and healthier fast-food. It positions itself as a leader in offering nutritious options with its "Eat Fresh" slogan, catering to health-conscious customers within the fast- food market. McDonald's prioritizes convenience, affordability, and variety, with accessible drive- thrus and iconic menu items. Starbucks offers premium coffee, ethical sourcing, and a unique third-place atmosphere for coffee enthusiasts . Subway leads in fresh, customizable, and healthier fast food, catering to health- conscious consumers. Name top 3 business goals: 1. Goal 1 is… 2. Goal 2 is… 3. Goal 3 is… How does each fulfill these goals? Hint: Think about the functions, features, and content that address these goals. Comment/rate availability of the Name top 3 business goals: 1) Online Ordering and Delivery Experience ● Extensive customization options for online orders. ● Streamlined app interface for easy online ordering. 2)Loyalty Programs ● Loyalty program rewards frequent users with bonus points. 3)Optimize Mobile App Name top 3 business goals: 1) Online Ordering and Delivery Experience ● Extensive customization options for online orders. ● Streamlined app interface for easy online ordering. 2)Loyalty Programs ● Tiered loyalty program for increasing benefits. 3)Optimize Mobile App Features and Functionality ● Intuitive app design Name top 3 business goals: 1) Online Ordering and Delivery Experience ● Extensive customization options for online orders. ● Streamlined app interface for easy online ordering. 2)Loyalty Programs ● Loyalty program rewards frequent users with bonus points. 3)Optimize Mobile App ● They all share common business objectives due to their presence within the same market. ● In assessing the three apps— Starbucks, Subway, and McDonald's—it's observed that they all provide features for customization,

function/feature/ content. And comment/rate how well it’s done. Features and Functionality ● Intuitive app design for easy navigation. 2.5/5 for easy navigation. ● Seamless payment integration for faster transactions. 4/5 Features and Functionality ● Intuitive app design for easy navigation. ● Seamless payment integration for faster transactions. 3/5 loyalty programs, and user-friendly payment methods. However, it's worth noting that McDonald's app demonstrates room for improvement specifically in the area of seamless payments. Functions/ features that address top 3 business goals 1. Feature 1 is… 2. Feature 2 is… 3. Feature 3 is… How does each fulfill these goals? Features for goals: 1)Online Ordering and Delivery Experience ● McDonald's takes into account diverse customer preferences and convenience by offering a variety of service options, which encompass the choice to dine in at the restaurant, opt for take-away, or utilize the efficient drive-thru service. ● The app also includes real-time delivery tracking, allowing customers to monitor the status of their orders, enhancing transparency and convenience in the delivery experience. 2)Loyalty Programs ● Rewards customers with points for each purchase, which can be redeemed for free items, and the app provides personalized offers and promotions based on customer preferences. Features for goals: 1) Online Ordering and Delivery Experience ● Starbucks takes into account diverse customer preferences and convenience by offering a variety of service options, which encompass the choice to dine in at the restaurant, opt for take-away, or utilize the efficient drive- thru service. ● Customers can track their orders in real- time through the app, ensuring they know when their drinks and snacks are ready for pickup, enhancing overall order management. 2)Loyalty Programs ● Allows customers to earn stars for each purchase, leading to free drinks and food items. The app offers a personalized dashboard showcasing reward status and customized offers. ● Starbucks employs a tiered system where Features for goals: 1) Online Ordering and Delivery Experience ● Subway takes into account diverse customer preferences and convenience by offering a variety of service options, which encompass the choice to dine in at the restaurant, opt for take-away, or utilize the efficient drive-thru service. 2)Loyalty Programs ● Offers customers points for each purchase, which can be redeemed for free items. The app provides a clear view of reward progress and allows easy redemption. ● Starbucks employs a tiered system where your tier level increases as you spend more, resulting in an accelerated rate of earning rewards. 3)Optimize Mobile App Features and Functionality ● Subway's online ● Starbucks and McDonald's enhance the user experience with an order tracking feature that allows customers to monitor their orders in real- time, providing transparency and convenience. However, Subway currently does not offer this tracking functionality as part of its user experience. ● Both Subway and Starbucks incorporate a tiered system within their loyalty programs, enabling users to accumulate more reward points with each tier progression, resulting in increased benefits on their orders but McDonald’s does not have any tier system.

Write a few criteria here… How has the company addressed their needs? minimize wait times for a swift ordering process. ● Save time for user ● Provide part-time and full- time opportunities User 2: Working professionals ● Quick and convenient option for working professionals with limited time. ● Accommodating users working late shifts or irregular hours. User 3: Families and Friends ● Offers family meal bundles ● Include play areas for children, providing a family- friendly atmosphere. 4/5 minimize wait times for a swift ordering process. ● Save time for user ● Ease to use platform ● Provide part-time and full-time oppurtunities User 2: Working professionals ● Placed in commercial areas ● Allows users to pre-order and pay, reducing wait times for busy professionals on the go. User 3: Families and Friends ● Comfortable and inviting environment for friends and families to socialize ● Starbucks locations offer board games and Wi-Fi, encouraging social interaction among friends and families 3.5/5 minimize wait times for a swift ordering process. ● Save time for user ● Ease to use platform ● Provide part-time and full- time oppurtunities User 2: Working professionals ● Fast and customizable service caters to professionals looking for quick, tailored meal options. ● emphasis on healthier menu choices User 3: Families and Friends ● Personalization and customization ● Health-conscious choices ● Group orders 4/5 working families and friends by offering a variety of menu choices, comfortable environments, and budget-friendly options for group dining and socializing. ● Each brand has its own strengths: McDonald's is known for its affordability, Starbucks for its welcoming and social ambiance, and Subway for its emphasis on healthier meal choices. ● Starbucks lacks in group orders or family meal plans Tasks or JTBD (3 to 5) 1. 2. 3. More on JTBD: https://tinyurl.co m/JTBDYvonne User:Students ● Conveniently order food and beverages. ● Lack of time or motivation for cooking. ● Exploring part-time or full- time job opportunities. User 2: Working professionals ● Fast-paced life ● Late working hours ● Meal options User 3: Families and Friends ● Family and Friends gatherings but with low budget User:Students ● Conveniently order food and beverages. ● Lack of time or motivation for cooking. ● Exploring part-time or full-time job opportunities. User 2: Working professionals ● Don’t want to waste time by customizing bites/drinks each time. ● Conducting work meet-ups User 3: Families and Friends ● Looking for comfortable spaces to accommodate all the member's User:Students ● Conveniently order food and beverages. ● Lack of time or motivation for cooking. ● Exploring part-time or full- time job opportunities. User 2: Working professionals ● Fast-paced life ● Late working hours ● Customizable meal options User 3: Families and Friends ● Looking for healthier meal options for various age groups Subway and McDonald's both target individuals seeking convenient, healthier dining options as they choose not to cook. Also, Mcdonald's has options to have meals for the whole day and night. In contrast, Starbucks uniquely appeals to people who desire a relaxed and welcoming environment to unwind, work, and socialize while enjoying their coffee. Context or Environment ● Home-based family orders. ● Working professionals can pick ● Irregular dining hours. (Late Events, gatherings, and social occasions present a

considerations (3 to 5) 1. 2. 3. ● Group orders among friends. ● Drive-thru pickups during commutes. ● Special indulgent meals on cheat days. their order on the go ● Students can order from the ease of their homes. ● Easy payment methods night orders ● Users who want to customize their orders ● People who go to the gym and want a particular type of nutrition shared opportunity for these brands. Yet, McDonald's and Subway excel with their convenient on-the-go pickup and flexible dine-in options. Accessibility Which aspects of accessibility is most important for this audience? 1. … 2. … 3. … ● Convenience ● Pricing ● Flexibility of time ● Convenience ● Accessible to location ● Flexibility of time ● Easy to use platform ● Convenience ● Accessible to location ● Flexibility of time ● Easy to use platform While all three brands prioritize user convenience and flexibility, it's worth noting that Starbucks' app does not facilitate doorstep delivery. Usability Heuristics (top 8), ref: https://www.nngroup.com/articles/ten-usability-heuristics/ 1. Visibility of system status ● Buffering screen indicating the opening of screen ● When adding favorite stores, it reflects on the map with a star indicating your favorite restaurant ● When I am customizing an order it directly reflects on the product page but the image of the product remains unchanged 3rd ● Loading bar upon opening of screen ● When selecting a particular store it reflects on the home page about the particular pick-up store 1st ● Customized loading animation when moving to another page ● When selecting a particular store it reflects on the home page about the particular pick-up store and a pop-up notification appears after adding to cart. 2nd While considering the visibility of system status all three applications perform well. They are intuitive with necessary feedback. While customizing on Subway and Starbucks you get real-time updates on how many calories you are getting but in McDonald’s even after you customize the calorie count is unchanged 2. Match between system and reality ● The image of the product in the application does not ● The image of the product in the application does match ● The image of the product in the application does not Mostly the image in the application and the product you get may not

3rd 2nd 1st 6. Recognition rather than recall ● Previous orders are saved ● Favorite restaurants also saved tied ● Previous orders are saved ● Favorite restaurants also saved tied ● Previous orders are saved ● Favorite restaurants also saved tied There is a tie here since all three are working the exact same way. 7. Flexibility and efficiency of use ● There are no filters ● Has limited customization options 3rd ● There are no filters ● Has great customization options with excellent UI 1st ● There are no filters ● Has great customization options with excellent UI 2nd Starbucks and Subway go ahead here as they provide ample customization options so the user can have a personalized product but McDonald’s has limited customization. 8. Aesthetic and minimalist design ● Has good layout with ample amount of white spaces ● Follows visual hierarchy 1st ● Has good layout with ample amount of white spaces ● Follows visual hierarchy 2nd ● Has good layout with ample amount of white spaces 3rd Subway lacks here as it has irregular visual and text hierarchy. SUMMARY Mini SWOT: Identify and describe Identify and describe Identify and describe Which one did well in this

Strengths Comments and rating Comments and rating Comments and rating area? Which one failed? What can we learn from this? Mini SWOT: Weaknesses Same as above Same as above Same as above Same as above Mini SWOT: Opportunities Same as above Same as above Same as above Same as above Mini SWOT: Threats Same as above Same as above Same as above Same as above Citations (APA format please, more info here https://library.humber.ca/APA-MLA ): If you want, you can attach screenshots below, but they should be numbered and referenced from the cells above.