• The Next Step of Mobile Meal Ordering in Dante Coffee: Toward the Way of Service Innovation

Abstract

Dante Coffee is a chain franchise of coffee shop which has 127 branches in Taiwan. After conducting the service of mobile meal ordering, Dante Coffee not only solved the problems of large crowds in the meal time but also improved the efficiency of member’s management. However, with the gradual complexity of business environment and the fast changing of consumer preferences, Dante Coffee should not be satisfied and stop here. In order to keep regular and attract new customers, it is important for Dante Coffee to provide persistently innovative services. The purpose of this case study is to discuss issues about how Dante Coffee cope with the resistance from franchisee, how consumers learn to use the new service, and the consideration of system development. This case study also intends to introduce the concept of customer relationship management, the management of franchise chain and the services of intelligent identification.

Keywords: Mobile Meal Ordering, Chain Franchise, Intelligent Identification, Customer Relationship Management (CRM), Service Innovation