The presentation gives a brief idea about develop service marketing strategy for a new Quick Service Restaurant

1. Fast Food Restaurant Chain
CHUCK-E-CHEESE- ‘The Original Cheesy Affair’
Group 6:
Abhishek MU (19DM014)
Alankrita Shrivastava (19DM026)
Apoorva Kaushik (19DM046)
Deepa Raghuvanshi (19DM065)
Malay Pant (19DM100)
Neha Sharma (19DM122)

2. • Indian Foodservice Market forecasted to
reach USD 95.75 billion by 2025.
• Significant growth in the Quick Service
Restaurants in past years.
• Reason- Shorter lead time & Quicker food
consumption alternatives for the
customers.
• Market is dominated by players in
unorganized sector.
• Reason- Organized sector restaurants are
present only in Tier-1 & Tier 2 cities.

3. VISION
To become No.1 quick service restaurant business in the country
by providing best service, which will bring customers back again
& again and maximize profits.
MISSION
At Chuck-e-Cheese, our mission is to provide best quality food
with a great service and make our customers happy.

4. once in
a month
25%
once in
a week
20%
more
than
once in
a month
55%
Pizza eating frequency
once in
a month
20%
once in
a week
30%
more
than
once in
a month
50%
Subs and sandwiches
frequency

5. dine-in
70%
home
delivery
25%
take
away
5%
Preference
quick
service
25%
taste
20%
price
40%
ambience
15%
priority to service

6. late delivery
50%
food ordering time
long
25%
instructions not
followed
20%
wrong product
delivered
5%
Problems Faced

7. • Age: Children, Teenagers & Adults
• Income- Lower middle Class, Middle Class, Upper Middle
Class, High Class
• Customer Lifestyle
• Tier 1, Tier 2, Tier 3 Cities
SEGMENTATION
• Males & Females, Age Group- 15 to 50
• School & College students, Working Professionals
• People with busy lifestyles who are always on the move
• Tier 1 & Tier 2 Cities
TARGETING
• Providing quick service with varied offerings
• ‘Made fresh, served hot & on time.’POSITIONING

8. Service Mix – 7 Ps
• Dine-In
• Home Delivery
• Takeaways
• At par with competitors.
• Offering discounts,
vouchers, referral codes
PRODUCT
PRICE
PLACE
PROMOTION
01
02
03
04
Multi Product- Pizza
with Subs &
Sandwiches
TV Advertisements, Social Media
Promotions, Sales Promotion, Word of
Mouth, Various Promotional Events

9. 05PROCESS
06PEOPLE
07PHYSICAL
EVIDENCE
• Simple & Easy
• On-Time Delivery
• Transparent
• Skilled & Groomed Employees
• Specific Code of Conduct to be followed
• Deliver consistent standard of hospitality
• Stores with pleasing environment
• Comfortable seating area for luxury dining
• Adequate labels & direction boards

10. COMPANY
Service Triangle
10
EMPLOYEES CUSTOMERS
INTERACTIVE

11. Service Strategy
11

12. Our Service
Strategy
Quickly delivering freshly prepared pizza and
sub loaded with cheese to all the customers so
that we are perceived as the destination for all
cheesy cravings and most customer friendly
place.

13. SERVICE
BLUEPRIN
T

14. Automated
Messages
Physical
Evidence
Customer
Actions
Line of Interaction
Employees
onstage Actions
Line of visibility
Backstage
Actions
Line of internal
interaction
Support
Processes
Uniform
Logo
Payment
process
/online
Packaging
order
Driver
deliver
package
Pizza
given to
customer
Notify
customer of
arrival

15. Customer’s fist interaction with the store.
• Visits the store or orders on call.
• Lights, color, music & courteous staff will be the main focus.
• Properly dressed employees with smile on the face giving “Greetings of
the Day”.
• Importance to the customer plays a crucial role.
Customer making the payment.
• Store equipped with latest payment methods.
• Payment process must be hassle free & swift.

16. Customer receives the order.
• Food should be served hot & packaged properly
• First glance should give sense of satisfaction & value for money
Dissatisfied customer interacting with the employees.
• Can be both online or face-to-face
• Calm reaction
• Giving more than what you can

17. • High quality food- ‘Made Fresh, Served Hot’
• Will provide variety of tastes in both pizza and sandwich
Quality with
Variety
• Using Kitchen Display System (KDS)
• It will help in communication, reducing human error and
monitoring the preparation time.
Waiting Time
• Occasional discounts
• Provide Vouchers
Discounts
• Will provide right lighting with right music.
• Decoration according to the festivals
Ambience

18. • Customer is our first priority.
• Staff should be aware of the expectation of service.
• Staff will be given the required training for soft skills.
Staff
Training
• Online feedback system
• Table touch strategy- on-the-spot feedback; helps in building customer
relationships..
Feedback and
Communicatio
n
• We will follow an action plan:
• a. focus on customer- listen and empathize.
• b. Know the problem
• c. Apologize
• d. Take measures to Resolve the issue
• e. Report the issue to the team and bring relevant changes in service
strategy.
Respond to
concerns