This slides has been made based on the information that we have collected from our interviews with the management of Madchef and internet research. Service Marketing.

1. WELCOME
TO
THE HOUSE
OF
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2. Team ELYSIAN
Muntasir Ahmed 1420432030
Rehnuma Tarannum Rashna 1610056030
A.N.M saiful Imam 0910095030
Ashfaq Nafi 1420646630
Md. Tahmid Hossain Rimo 1430149630
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3. Introduction
• Madchef is a growing fast food shop which is specially known for its burgers.
In this presentation, we are going to focus on the different service points of Madchef, determined
by our service audit:
1) Environment
2) Customers
3) Services
4) Place Pricing and Costing
5) Promotion
6) People
7) Servicescape
8) Process
9) Blueprint
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4. • Constantly changing and challenging.
• Highly Competitive and High Competition.
• Impact of Technology is very strong.
Environment
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5. • Diverse group of customers from varying demographics.
• Environment for both the young and older customers.
• Casual environment with the other options.
Customers
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6. • One of the most popular burger places in Dhaka
• The burgers take up about 65% of Madchef’s overall sales
• Some of their more popular items include:
• French Fries
• Onion Rings
• Chicken Steak Burger
• Madam Lucy
• Poutine
Other services include Wi-Fi, their smoking zones, parking spaces, and home
delivery services.
Services
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7. • 5 branches all over Dhaka city (some of them
being franchises)
• A small percentage is sold through service delivery
to homes and offices
• Order for food delivery is taken over the internet,
either through websites or smartphone apps.
• Food Panda and HungryNaki
Madchef also uses its own WhatsApp address for
receiving orders via internet.
Place
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8. • Fixed but Value for Money:
– VAT Inclusive
– Prices are designed in a way that are “Not too
Expensive”. Most expensive meal is “Mad Monster
Meal” for BDT 499 (All Inclusive!)
– Prices are designed for Target Customers: mostly
University Students aged between 18-30, who do not
have much disposable income to spend after food.
– Cost of Production is almost 50%.
– Ensures Value for Money!
• Discounts during Slow Hours: Happy Hour!
• Discounts to Promote New Items/ New Outlets.
Price & Cost
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9. • Key Marketing Channel:
• The key Marketing Channel is Social
Media.
• Online Campaigns, Sponsored Posts.
• They have a professional Digital
Advertising Agency, Scratchboard.
• Often Run Social Media Campaigns to
promote slow and new products or
just to boost up sales.
Promotion
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10. • Sales Promotion
• Often runs Sales
Promotion to promote
few items or a new
outlet.
• Since it’s a brand for
Youth, they often
Screen Football
matches to promote
amongst youngsters.
Promotion(Cont’d)
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11. • PR Activities
– Ties up with Food Bloggers: People’s
Choice Award for Best Fast Food of
2016 by Dhaka Foodies.
– Often Promote Social Causes
– Often Promote Small Business
– Ties up with different events that
have their target customer presence.
Promotion(Cont’d)
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12. Offline Marketing
• Mostly strategic Partnership.
• They prefer to be a Food Partner
rather than being Direct Sponsors.
• Food Partners of Various Radio
Shows.
Promotion(Cont’d)
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13. • Strict Recruitment
• Highly Trained employees
• On the job Training
Better Service Delivery through Better Service Staff.
People
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14. • Prime locations
• Casual and Fun environment
• Smoking zones
A casual meal, a fun hangout, or even a business meeting.
Servicescape
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15. • Greeting customer and leading them to a table.
• Providing them with menu and taking their order.
• Serving the meal.
• Asking the customer if they have liked the meal!
• Providing the customer with the bill, once they have finished their meal.
• See them out and greet them and say “Thank you” and “Goodbye”
Process
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17. • Ambiance: energizing environment with yellow lighting and the red walls gives
a warm feeling of excitement. Loud and medium tempo makes customers feel
relaxed with a comfortable seating arrangement. Entrance has the citrus smell
which enhances the positivity of the place.
• Employees: well-dressed employees with the same, clean outfit. . The waiters
wear black t-shirts with red collar and the ones working in the kitchen wear
red t-shirts and black collar. This makes it easy for the customers to identify
and differentiate them.
Physical Evidence
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18. Décor: it is well decorated with famous quotes of people framed on the walls.
This increases a sense of positivity. The place has signs and symbols properly
mentioned the washroom, entry and exit. The tables are well equipped with
tissues. The place has showcased their Foodiez award and a jar containing
customers visiting cards.
Physical Evidence(Cont’d)
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19. • Taking the order: waiters may fail to record the accurate order of the
customer, might mix it with other orders or they might forget to add
the extra customization customers sometimes add to their order. This
may result in extreme customer dissatisfaction.
• Handing over the food: waiters might end up dropping food over the
customer, or might serve different table’s order or not might be able
to place it properly on the table. All these can frustrate the
customers.
• Bill Payment: Madchef is not a self-service restaurant so customers
pay after they are finished eating. Waiters might swap bills with other
tables or they might fail to make the exact bill receipt and add extra
things which were not ordered. Also, waiters should have idea about
the whole process of transaction through card.
Key Fail Points
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20. • Service staff needs to be well trained regarding serving food properly,
recording the menu and making the bill receipt.
• To serve clean and organized food, it should be monitored from the
kitchen. Regular kitchen inspection could be done.
• The tables could be numbered so that it is easier for the waiters to keep
track of the customers order and not make any mistake.
• Bill payment software should be up to date with all the accurate food
price and name.
• The system needs to be fast with a cashier who can operate it properly.
Solution
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21. Recommendation
• Madchef could be more Transparent.
• There can be a slight change in their servicescape.
• The environment can be more preciously represent a Fast Food shop
not a fine-dine restaurant.
• Front-line employees, AKA Waiters can refrain from push-sell, cross-
sell or up-sell.
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22. Conclusion
• Apart from few minor points, Madchef offers an excellent set of
services; everything starting from the price, place or its people is
almost picture perfect.
• With the recommended change Madchef just can turn into a picture
perfect service provider and a set a new standard in this very
industry.
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23. ELYSIAN