Designing and managing services -SERVQUAL MODEL- ABOUT MIRCHI & MIME INTEGRATION OF THE SERVQUAL MODEL IN DEFINING THE SERVICE PHILOSOPHY FIVE DIEMENSIONS Tangibles: physical facilities, equipment, packaging Reliability: perform service accurately, and responsibly Responsiveness: willingness to help customers Assurance: knowledge and courtesy of employees Empathy: caring and individualized attention

1. DESIGNING AND MANAGING
SERVICES
GROUP 5

2. TOPICS COVERED
• ABOUT MIRCHI & MIME
• INTEGRATION OF THE SERVQUAL MODEL

4. MIRCHI AND MIME
• Mirchi and Mime is a local restaurant located in Mumbai.
• Its staff chiefly consists of people with hearing and speech
disability.
• Diners are requested to place their orders by mimicking
hand-gestures associated with a particular food item.

5. CONTD..
Two core values:
• Integrity and commitment are more important than capability and
skill.
• It is important to generate wealth for society in addition to
generating wealth for the individual.

6. INTEGRATION OF THE SERVQUAL MODEL IN DEFINING THE
SERVICE PHILOSOPHY
• FIVE DIEMENSIONS
Tangibles: physical facilities, equipment, packaging
Reliability: perform service accurately, and responsibly
Responsiveness: willingness to help customers
Assurance: knowledge and courtesy of employees
Empathy: caring and individualized attention

7. TANGIBLES
• An open door layout was chosen over a closed curtain layout.
• Nothing that portrayed the concept of mime or silence was shown.
• Tangibles were kept generic.
• Special care to the sensitive nature of staff’s disabilities.
• Menu format is in matrix format and easy to order.

8. RELIABILITY
• Quality of food and experience.
• Team worked upon making food compelling reason to revisit.

9. RESPONSIVENESS
• Responsiveness to the team had a different meaning.
• None of the visitors comments were liked or shared.
• Instead alterations in the menu, cuisine and design were made based
on the comments.

10. ASSURANCE
• Rigorous training module including sessions on Life Science, job
readiness, simple English, and service skills.
• Stock options were given who completed one year of service.

11. EMPATHY
• Service gap was bridged by eliminating any kind of expectations from
the customers.
• There was no buzz created at the time of launch.
• Team believed when are zero expectations, the experience is equal to
expectations.

12. SCALABILITY
• The team plans to open 21 mime concept restaurants in India,
London, Dubai and Singapore by 2018.
• Opened two restaurants in Mumbai with 52 mime servers and hopes
to scale this unique fine-dining restaurant concept across major cities
in India and globally.