Ken Delivers

Growing up in Manila, I have taken for granted the the food delivery service industry. It has become so common to see uniform delivery motorcycles that you ignore them compelety when you see them on the street. There is one exception however, the Yellow Cab pizza delivery motorcycles gets my attention everytime, I think it's the color of the motorcycles (yellow) that really draws my attention.

So going back to our situation in KenDoughMagic (KDM), we wanted to also offer the additional service of being able to deliver food within Dipolog City. The first thing we did was register for a landlyn number. The important thing is to get a number that is easy to remember. Like pizza hut 911-11-11. Anytime you crave for Pizza your memory recalls that number so you end up calling Pizza hut. We got the number 212-6000, it's easy to recall.

Next, we came up with a tagline for our delivery service and that was "KEN DELIVERS" very apt at a marketing standpoint and again good for memory recall. We wanted the customers to feel that we relate in a very personal level. We want everyone to know that KDM will take care of you. We treat every customer that way.

And lastly the selection of mode of transport. Since we were just starting out and most of the funds have already been used for construction and operations we were really hardpressed in deciding to buy a motorcycle/sccoter or not. In the few weeks after we opened we delivered food through the use of the usual mode of transport in dipolog city, Tricycles. Since the city is small, the delivery cost was very minimal if you used the trycycle instead of buying a new or even a second hand motorcycle.
For the benefit of my readers who are not familiar with the Philippine tricycles the picture on the left shows two kinds of tricycles, one powered by a motorcycle and another by bicycle.

This is actually the norm in Dipolog city. Many food establishments who offer deliveries use tricycles to deliver their products. The obvious advantages of this in the perspective of the restaurant owner is 1.you have a fixed delivery expense because the tricycles have a fixed rate. 2. you don't have overhead head cost in terms of depreciation and maintenance compared to owning your own motorcycle. 3. No more cost in terms of training or license or insurance fees for your delivery personnel since they will not be driving.

It was easy to fall into the norm or the status quo of delivering by tricycle but we evaluated and reassesed what KDM stands for and that is quality food, quality service at affordable prices. And using a tricycle was definitely NOT quality service. So we took the plunge and bought a new scooter and had a stainless delivery box made for it.

Now our scooter has a 3-fold purpose 1. for deliveries and 2. it served as our mobile advertising. and 3. elevated our restaurants image as clean, dependable, and quality service in the eyes of our customers. It turns out that the purchase of the scooter was a good investment. And Ken Delivers on its promise of quality food, quality service at affordable prices.