PROJECT - 7

Marketing & Retail Analytics

Problem Statement

• Background
• The data set provided constitutes the data of a Café Chain for one of its restaurants. We need to do a thorough analysis of the data
and come up with the following analysis:
• Exploratory Analysis
• Menu Analysis

• Exploratory Analysis
• Exploratory Analysis of data & an executive summary of your top findings, supported by graphs.
• What kind of trends do you notice in terms of consumer behaviour over different times of the day and different days of the week?
Can you give concrete recommendations based on the same?
• Are there certain menu items that can be taken off the menu?
• Are there trends across months that you are able to notice?

• Menu Analysis
• Identify the most popular combos that can be suggested to the restaurant chain after a thorough analysis of the most commonly
occurring sets of menu items in the customer orders
• The restaurant doesn’t have any combo meals. Can we suggest the best combo meals?
Exploratory Analysis
Revenue Share || Month-wise

2011 Mar, 2,801,710 , 9% 2010 Apr, 2,442,077 , 7%

2010 May, 2,360,411 , 7%

2011 Feb, 2,839,305 , 9%

2010 Jun, 2,352,765 , 7%

2011 Jan, 3,110,742 , 9%

2010 Jul, 2,728,633 , 8%

2010 Dec, 3,473,691 , 11%

2010 Aug, 2,832,578 , 9%

2010 Nov, 2,657,476 , 8% 2010 Sep, 2,497,643 , 8%

2010 Oct, 2,708,864 , 8%

December has the highest sales

Quantity Share Vs. Revenue Share

Share of Quantity Share of Revenue

BEVERAGE
TOBACCO 17%
23% BEVERAGE
31% TOBACCO
44%

FOOD
30%

FOOD
38%

Food is sold the most. Tobacco holds

the top revenue share
Day of Week Sales Trend

6,000,000 28,476

25,151
5,500,000 24,240
24,50
0

21,539 21,625 21,539

5,000,000 20,949

19,50
0
4,500,000

4,000,000 14,50

5,642,039
0 Sum of Total
Sum of

4,987,908
Quantity

4,851,137
3,500,000
4,379,457

9,50

4,361,245
4,361,117
4,222,992

3,000,000

4,50
0
2,500,000

Sale increases Friday

2,000,000 -
Sales increases
Onwards.
Mon Tu
e
We
d
Th
u
Fr
i
Sat Su
n
500
on onwards
with Friday
peak on
Consumer Preference Based on Time

Peak time of selling Beverages is from 4pm to 8pm.

Peak time of selling Food is from 4pm to Midnight.

Peak time of selling Tobacco is from 4pm to Midnight.

Tobacco and Wine are sold throughout the day but

increases up in night.
Consumer Preference Based on Week Day

Food along with Tobacco has the highest

Preference on Saturday.
Items To Be Discontinued

• There are 399 different items which have sold less than 100 quantity in entire year across all the categories.
• These items can be taken off from the menu after discussion.
Trends Across Months

Sales of products increases from June and

peck up in December month.

From January till June sales usually is low for

all the products.

The months of July and August notice sharp

Increase in sales for Food and Beverage.
Menu Analysis
Suggestion for Best Combo Meals
Top 10 Items Sold in Terms of Quantity

Row Labels Sum of Quantity Average of Rate

NIRVANA HOOKAH SINGLE 8,686 258

CAPPUCCINO 7,144 62

MINT FLAVOUR SINGLE 6,019 232

GREAT LAKES SHAKE 5,914 115

SAMBUCA 4,765 365

POUTINE WITH FRIES 3,741 125

QUA MINERAL WATER(1000ML) 3,633 50

JR..CHL AVALANCHE 3,446 167

CARLSBERG 3,380 121

CALCUTTA MINT 3,339 372

Recommendations
Based on the Analysis , below are some findings -

• Top selling product for the Café is

Tobacco, Food, Beverage and Liquor.

• Sales of most products starts

increasing on Friday and reaches a
peck on Saturday.

• Sales of products increases from

June and peck up in December
month.

• Inclusion of combo meals will help in

boosting the revenue since Food is a
versatile category.

• There are a few items which

constitute for a small portion of
revenue for a category, hence these
should be discontinued.