Masalacraft is a restaurant located in Bandra, Mumbai that serves Indian cuisine. It was started in 2009 and currently has a monthly turnover of Rs. 22 lacs with a target customer base of the mass middle to upper middle class. The document discusses Masalacraft's operations, customer feedback processes, analysis of issues like pilferage and low footfall on weekdays, and recommendations to address these issues including implementing a home delivery system and using SMS marketing.

1. Masalacraft
BAR & KITCHEN

2.  Approximately 700,000 restaurants in the organized sector.
 Contributed 3.56% to India’s GDP FY ’08-09
 Expected growth rate is about 7-8 percent annually
 Expansion is driven by International fast food and local multi-
unit restaurant groups
 Consumer’s willingness to try different Cuisines has evolved
this industry
 Home delivery trend is gaining popularity
 Innovation is very important in this sector – continuous
upgrades
*Source: India Retail Report

3.  Started in May 2009
 Other Brand : Lemon Grass
 Turnover of Rs 22 Lac last month
 15% Growth Rate monthly
 Seating Capacity is 100 Non A/c & 50 A/c
 25 front-end staff, 30 Backend Staff
 Target – mass, middle to upper middle class
 USP – Pricing, food, Location
 Type – Pub
 Offering – Indian food (Veg. Non-veg., drink)

5.  80 % of business comes from regular customer’s
 Middle class … more loyal customer
 Fixed Cost structure
 3 to 5 lacs rent, 2 lacs staff, 50 to 60,000 electricity
 45% food cost + 35% other + 20 % profit margin
 1 year contract with suppliers
 3-4% pilferage – wastage, stealing, inefficacy
 Face of the restaurant

7. Customer Enters
Bell Boy Greets Customer
Checks
Seat
Availability
Directs towards Seat
Directs towards
Waiting Area
When Seats
Available
Yes
No
Counter placed
at the entrance
to welcome and
direct.
Staff Ensures
Customer is
directed
properly to the
seat

8. CustomerAttended OrderTaken
Order forwarded to
Kitchen
Order Prepared
Order Served
Customer Requests
Cheque
Table Cleared/Feedback
Form
Customer Clears Bill
Feedback form
Collected
Customer Exit
Table prepared
Manager ensures
Customer is
attended
immediately
Every process
point is audited
Preparation time
intimated to
customers

11. Feed Back &
Suggestions
Quick Action,
Empower employee
Internal Action
Change Process
Comments book
Feedback & suggestion no
Write to director@maslacraft.com
Change the dish
Call up – understand problem and apologize
Update system
Problem Analysis
Discussion with employee
If required punish

13.  Pilferage
 Footfall on Weekdays
 Home Delivery System

15. Observation for 3 days
 Kitchen Area
- Inefficient use of food items
- Wastage done while chopping
 Storage Area
- Single Container for each category
- Waste due to spoilage of perishables
 Bar Area – Perfect operations

16. Create Artificial Scarcity
 Trial Run – Bin Bags
 Everyday stock supplied – 55
 Trial run stock supplied – 45
 Result – Efficient use of Bags
Partition the Stocks
 Less Space to have 2nd container for same category
 Suggestion of Dividing the container with wooden plank
 Tried and appreciated

17.  Psychological effect : Regular monitoring
 Loss of Rs. 88,000 per month (22 lacs * 4%)
Installation of CCD Camera
 Cost for two camera’s
 One time cost Rs. 8,000
 Annual Maintenance Cost – Rs. 3,000
 Expected result is 2 %
 Quotation from Ingersoll Rand Pvt. Ltd.
 Will be implemented in next month

18.  Area Covered: Bandra(W) to Khar(W)
 TimeTaken for Delivery:15 to 25 mins
 No Of Orders processed per day: 15 to 20
 No Of Delivery Person: 2
 No OfVehicle: 2
 Distance Covered: within 7 kms
 Peak time: 20:00hrs to 22:30hrs

19. BKC & Bandra (E)
Bandra West
Khar & Santacruz (W)
12
15
30
 Feedback & suggestions received from customers
 Promotion - pamphlets in local newspaper
 Home delivery market in Bandra – 300 daily
MC

20.  Capital Investment
 Vehicle Maintenance
 Time considerations
 Complains received for late delivery (upto 1 ½ hr)
 Match demand with Capacity

21.  Hire delivery boys withVehicle
 Adopt fuel reimbursement system
 Control on Cost &Time (log sheet)
 Courier industry mechanism applied
Implementation
 One delivery boys hire plans
 Log sheet to be maintained
 Performance review planned for every month

22. Date Name Location Dep Time Arrv Time Start Km End Km

23. Day Lunch Dinner
Monday 70 60
Tuesday 90 75
Wednesday 120 100
Thursday 130 95
Friday 145 150
Saturday 200 300
Sunday 275 250

24.  Industry trend - less footfall on weekdays
 Customer end
 Time constraint
 Personal preference
 There is no motivating factor for customer to come on
weekdays
 Less brand awareness since it is new restaurant
 Less brand recall - may be visited once

25.  Discount for college students (MET)
 10% discount to regular customer
 Freebees – soft drink, desserts
Rejected
 Discount is not a solution
 It will reduce profit margin
 It will devalue the brand image
 Discount affects quality perception

26. Weekdays
14%
Weekends
67%
Holidays
19%
Friends /
Colleagues, 0.33
Family , 0.24
Promotions, 0.14
Inter Net, 0.11
Just dial, 0.1
Others, 0.08
When do you prefer to visit a restaurant?
I obtain information on restaurant from…

27. SMS for the
restaurant , 0.17
Events, 0.15
Previous
experience , 0.21
Newspaper
Review, 0.13
Friends /
Colleagues, 0.23
Pamphlets,
0.11
On special
events organized
by the
restaurant, 0.2
Because of
special Offers,
0.33
Because I want
to, 0.47
Last trigger to visit a restaurant was from?
You would like to visit a restaurant if?

28.  Motivating factor for customer
 Which creates word of mouth
 In long run people should associate that with weekdays
 Increase brand recall, brand awareness
 Cost effective mode for communication

30. System, cost, reach, time, personalize
Communicate on
 Thank you gesture
 Brand recall
 Brand awareness
 Promotion, offers
 Jokes for college students
 Personal greeting – Birthday, Diwali
 New restaurant

31.  Monday at 10 am
 20 SMS of brand recall
 1 person came for Lunch
 5% result achieved
Enjoy Delicious
Indian cuisine and
drinks at Masalacraft
– Bandra 26452031 /
9820403111

32.  Tuesday at 3.30 pm
 20 SMS of candlelight dinner
 3 person came for dinner
 15% result achieved
Masalacraft invites you
for special candlelight
dinner tonight at 9 pm –
12 pm. To book your
table call now 26452031
/ 9820403111

33.  Wednesday at 7 pm
 20 SMS of brand recall
 No one turned up
 0% result achieved
Enjoy Delicious Indian
cuisine and drinks at
Maslacraft – Bandra
26452031 / 9820403111