Nellis Deli is a halal local food cafe only operate in Ipoh. This is the second branch of Nellis Deli in Ipoh. The first branch is located at Sunway City Ipoh 6 years ago since 2011. This branch had been operating for around five months since 15th October 2015. The owner of Nellis is business partner with Missing Marble’s owner. So, Nellis took over the cafe to operate when Missing Marble stopped their business.
The main dishes serve in Nellis are Mee Rebus, Asam Laksa, Nasi Lemak Ayam Goreng Rempah, Kampung Fried Rice, Nasi Ulam, Rice with Grilled Beef and so on. Besides that, Nellis also sells western food which is Chicken Chop, Fish & Chip, Aglio Olio Seafood Spagetti and English breakfast. Nellis also provide dessert and munchies which include brownies with ice-cream, French toast with ice-cream, cakes, cocktail sausage, mushroom soup seafood platter and so on. For drink, Nellis contain variety of healthy fruit juice like apple, orange, lychee, asam boi, mango and mix fruit juice which is seasonally available. It also sell coffee and tea either in hot or cold.
Short History of Local Food serve by Nellis Deli
Nellis also provide English breakfast, western food, dessert and munchies too. Although these food are not the speciality of Nellis but it also very tasty.The owner choose English breakfast as one of their menu because it is suitable for people who like lightly food. It is also a best choice for brunch. For the western food and munchies, the owner hope can give more choice for customer by not only provide local food.
Nellis is also a best choice for customer to have their tea time because they offer variety of cakes and dessert which is different every single day and all of it is home made. It also receive customer order of wedding cake and birthday cake. All the cake could be design based on customer preference. The design of Nellis’s homemade cake are very unique and special.
Feedback by Existing Customers
Many customer are satisfied with the food of Nellis. A female customer Ivy say that she like to come to Nellis to have her lunch because the local food is very delicious and the price is reasonable.
Amira, a female customer say Nellis’s local food is authentic Malaysia local food. he use the rice of coconut rice in nasi lemak while served with sambal and the sambal is very tasty. One of the customer call Rohanni who are eating mee rebus, when we ask about her opinion about the food, she answer “sedap giller”! She say every time she comes to Nellis, she will order mee rebus. The soup of mee rebus is very soupy. Dickson, another male customer give his opinion that Nellis food is value for money.
The unique of Nellis for sure is their halal local food. Nellis not only can attract many customer to come and try out their food but also can promote Malaysia local food to tourist. Beside the food, shop design is also one of the unique of Nellis. The special benefit customer can gain from visiting Nellis is the customer not only can having nice food but also can walk around to take some nice photo, watch some mural of Ipoh and visit some souvenir. It provide extra activities for customer after their meals.
The location of Nellis is a good where nearby have a lot of mural, café, dessert shop and attraction places. One of the newly attraction place is Concubine Lane which is very popular nowadays. Many people can have meal at Nellis then go visit Concubine Lane or can go visit Concubine lane first then feeling tired or hungry can go Nellis rest and have a nice meal.
The different and value proposition of Nellis is they are selling local food. Local food is their main food and it is halal. Other café emphasize more on western food and dessert as well as coffee. So, Nellis can stand stable in the competition between many cafes around it. It target customer of all race either Malay, Chinese, India or others. At the same time, it can promote the theme of satu Malaysia. The price of the food at Nellis are cheaper compare to other café. The most popular food of Nellis is Nasi lemak, mee rebus and asam laksa. The reason all of these food become the most popular are because these are Malaysia local food and Nellis are using their own secret recipe. All the price of Nellis’s food is at reasonable price. Food is value for money and the portion are very large.
The price for Nasi Lemak is RM5.00 which is quite cheap. The rice of thier nasi lemak is coconut rice served with sambal, anchovies, peanut, cucumber piece and friend egg. Nasi Lemak rempah ayam goreng is RM13. Same with Nasi Lemak but it have a large rempah ayam goreng.
Mee Rebus and Asam Laksa price is same, RM8.00 which is also a large portion. The Mee Rebus’s soup is very soupy and the Asam laksa soup also match with the taste of customer. All of these soup are prepared by owner’s secret recipe with a lot of fresh ingredient. All customer feels satisfied with the foods.
English breaksfast is RM10. It is a lightly meal as it is not large portion like nasi lemak or mee rebus. English breakfast have croissant serve with scramble egg & sausage.
Kampung fried rice is a spicy fried rice cooked with prawn serve with fried egg and fried chicken that is RM13.00.
Fish and chips is a western food that serve with french fries and salad which cost RM15.
All the price of juice at Nellis are around RM6.00 and RM7.00 each cup. Except mix fruit juices and strawberry asam boi is RM10.00 each cup. Coffee, tea, nescafe and milo is around RM3.00 to RM6.00.
Fish and chips is a western food that serve with french fries and salad which cost RM15.
All the price of juice at Nellis are around RM6.00 and RM7.00 each cup. Except mix fruit juices and strawberry asam boi is RM10.00 each cup. Coffee, tea, nescafe and milo is around RM3.00 to RM6.00.
A) Opinion why we choose Nellis Deli
The reason we pick this restaurant is because of the unique design. The environment there still maintain the same as what it used to be an optical shop. The main reason the owner still keep the old-school environment is so that the customers can experience the feelings in 1960s and 1970s.
Besides that, Nellis Deli aims to improve the interaction between friends and family. We found out the restaurant did not provides free Wi-Fi service for the customers. They actually expect customers who came to the restaurant to have a face to face conversation with their friends and family rather than keep on playing with their own electronic devices. As we know nowadays, restaurant that did not provide Wi-Fi services is getting lesser and lesser. And this is what make Nellis Deli so unique compare to others restaurant or any beverage stall.
Lastly, we also wanted to know how they are able to run a business in such a small places. Inside the restaurant can actually contain around a maximum of 20 customers. It was kind of like a small business. A place for customers to relax and pass time. The environment overall was quite nice.
B) Classification of e-commerce by the nature of transaction and interaction
As we know that Nellis Deli is the place for customers to relax. So basically it is a brick and mortar organization which means it was an old organization that performs their primary business offline, selling physical products by means of physical agents. The nature of transaction and the relationship among the participants belongs to business to consumer (B2C) businesses sell to individual consumers. They straight sell their products and services to their customers face to face which did not make any sales through online.
For the interaction part, Nellis Deli have their own facebook page and the rating is 4.2 over 5 points which is quite a high rating as compare to others restaurant. Most of the foods served are Malay cuisine and a few western cuisines. I think they can add on few more Chinese or indian cuisine to attract more customers.
As a brick and mortar organization which is also a B2C business, it is a place for customers to relax and enjoy their free time. Personally I do not think the services provided is good. The interaction there actually handle by 1 staff. It is quite hard for the only waitress there to serve all the customers during peak time.
C) Business Model
Nellis Deli used viral marketing which means people know them through electronic word of mouth. Customers spread word of mouth about Nellis Deli through any social media. Bloggers write about Nellis Deli. Nellis Deli were discovered by us through blogs, Facebook, and friends’ recommendations.
In our point of view, we think that the current Nellis Deli suffer from few disadvantages. First is the location. The location of Nellis Deli is difficult to find. Due to the owner decided to keep the original look of the old-school optical shop the signboard of the shop is hard to find especially for customers from other states. Secondly, the shop is located at Ipoh Old Town. That area have quite a lot of competitors such as Plan B, Milkcow, Patisserie Boutique Cafe and also Roquette café. The design of Nellis Deli although it stick to the old-school way but the competitors are not. They differentiate themselves from others which easily attract the customer’s attention.
The advantage enjoy by Nellis Deli currently is their target market. They sell local food which suit the taste of Malaysian. Therefore, they can target a big market which is the different ethics in Malaysia. Besides, they also have 6 years’ operating experience on their first branch. Hopefully they are able to manage the second branch.
D) Basic approach used in marketing and advertising
As a low profile café, Nellis Deli actually get introduce and promote by local bloggers, customers who are food lovers and also few traveling websites. Actually Nellis Deli did used electronic commerce as their marketing strategy. Nellis Deli actually keep updating their current status on their social media and websites to inform customers about their latest events. For advertising, Word of Mouth WOM is used by Nellis Deli. They actually did not spend a lot in advertising their restaurant. Most of the time customers are the one who promote Nellis Deli through social media and conversation. Spreading positive WOM for them.
Facebook
Facebook with the billions of users. For sure, any businesses will try to market and promote their businesses through this social media.
Source: Nellis Deli. (n.d.). Retrieved March 10, 2016, from https://www.facebook.com/Nellis-Deli-132962143412846/
Tripadvisor
Source: Azrie, I. (2015, December 21). The Best Cafe in Town. Retrieved March 11, 2016, from https://www.tripadvisor.com.my/ShowUserReviews-g298298-d4707780-r334148159-Nellis_Deli-Ipoh_Kinta_District_Perak.html
Foursquare
Foursquare is an apps that main for discovering new places, and get recommendations from a community you trust. It also helps in letting your friends know where you are and figuring out where they are. Through the apps, you will find a better experience, places in the world and why it's becoming more popular. In less than a year, Foursquare had gain almost 275,000 users.
Source: Nellis Deli. (n.d.). Retrieved March 10, 2016, from https://foursquare.com/v/nellis-deli/54c34a8c498ed4cc072d1608
E) Recommendation to improve business through e-commerce
Nellis Deli are actually doing quite well in e-commerce. They are updating latest events in their social media website and also have interaction with the customers.
Maybe they can try to do an online survey to get suggestion from their customers on how to upgrade their services and idea for their food. They can get more ideas from customers about the food so they can have more variety of choices on their menu. They can try to get idea from chinese and indian customers because I think they lack of these type of cuisine which lead to them target more on Malays customers.
Nellis Deli can make some QR code that allow their customers to have some discount on certain food and beverage on certain period to get more business.The other way is the email campaign. Nellis Deli can send email to their customer regulary to inform them about the promotions, new items and also events. It is to also appreciate their supports and subscribes.
On every websites or social media we know that there is a section that provide customers information about the company and business. We called it as the “About Us” section. Try utilize the “About Us” section. This section usually will surf by new potential customers to know more about the business, stall, café, company or anything they are interested in. This section also is the key section that gain trust from the customers.
On the website, Nellis Deli can provide online booking table service. So that customers does not need to wait after reaching the restaurant. They can straight have their seat.
Lastly, show customers their value by providing variety of food and beverage, saving customers time and money, websites that are easy to use, high interactive with customers and also always have the latest update for the customers.
Nellis Deli
Address: 99, Jalan Sultan Yusuff, 30000 Ipoh, Perak, Malaysia
Business Hour: Daily from 8am to 6pm
Tel No : 012-4476605 (Ori), 016-5242365 (Dina), 012-5078859 (Farina)
Longitude and Latitude: 4.5966751, 101.0772597
The food are a bit too pricey. How much does it cost to make a simple Aglio pasta? Spagetthi, salt, pepper, garlic, EVOO, cheese + bit of prawns does not cost a lot, though. Btw, this is not KL.
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