As part of my Summer Internship at Paradise Food Court Pvt. Ltd., I am currently working on a
progressive and insightful project titled “E-Commerce Optimization: Performance Analysis and
Strategic Insights for Paradise Food Court Pvt. Ltd.”
This experience is that of learning to find out about the dynamic interaction between traditional culinary
excellence and modern digital dynamics. As Paradise Biryani is a popular Hyderabadi brand in the
Indian food industry, the project offers a practical experience in developing its e-commerce presence
and driving customer engagement through data-driven decisions.
The primary goal of my ongoing internship is to research the performance of the brand on online
delivery platforms, particularly focusing on its in-app and third-party food delivery websites. My
responsibilities include interpreting several e-commerce metrics and trends, tracking online campaign
success through measures of effectiveness, and finding ways to increase customer conversion and
retention opportunities. Most of my time is invested refining content, anything from app interface layout
down to product description and menu pictures, to enhance the user experience and increase interaction
rates.
To support this, I am using platforms like the Paradise app dashboard, Microsoft Excel and Power BI
for visualizing and analyzing data, and company’s internal third-party tools and software. I am utilizing
the data points to analyze consumer trends across regions. Besides that, I am making digital content
updates by recommending changes to in-app graphics, menu layouts, and advertisement banners
through consumer feedback and UX implications.
One of the ongoing aspects of the project is a competitive benchmarking research, in which I am
analyzing leading regional players in the biryani category. The exercise aims to provide Paradise with
some insights into emerging market trends, competitor strategy placement, and possible areas for
differentiation. I have begun developing campaign ideas and slogans for subsequent marketing appeals
that resonate with the brand identity and yet address evolving consumer desires.
While the internship has so far been well worth it, there are some limitations that I am working closely
with. Deep backend data continues to be bound by organizational guidelines, and on occasion
competitor data is merely secondary research. Also, I have learned that influences external to the
company such as seasonality and regional tastes are considerations regarding interpreting performance
measures and must be accounted for in any strategic suggestion.
To date, this internship has been an excellent blend of real time data analysis, consumer behavior
research, online content optimization, and strategic marketing plans. Continuing with the project, I will
be expecting to be contributing meaningfully towards Paradise’s e-commerce strategy online as well as
understand better the impact of digital transformation on the food and beverages industry. Being
working with a heritage brand like Paradise Biryani not only sharpens my business acumen but also
gives me a holistic view to learn how tradition can thrive in this modern age.
