This document provides a service design report for Café Rouge conducted by a student. The exploration phase involved primary research through observation, persona identification, and SERVQUAL analysis at Café Rouge locations. Problems identified included the restaurant sometimes being too quiet and lacking tangible evidence to support the expected quality. The creation phase utilized AT-ONE analysis and brainstorming. Ideas generated to improve the service included replacing menus with more elegant versions, designing business cards for customers, and creating special offers for slower times. The report provides an in-depth analysis of Café Rouge's service and opportunities for enhancement.
The document discusses the stages in channel planning which includes segmentation, positioning, and focus. It defines segmentation as clustering customers based on their expectations, positioning as defining the channel elements to service each segment, and focus as deciding which segments to address. The document also discusses defining customer needs based on expected service levels, defining channel objectives to support customer service, and considering the cost and alternatives of channel systems.
Chapter-5 Industry and competitor analysisAfzaal Ali
Industry and competitor analysis is important for new ventures to determine if a niche market is favorable and to assess the attractiveness of an industry. The five forces model examines threat of new entrants, rivalry among existing firms, bargaining power of suppliers and buyers, and threat of substitutes. A competitor analysis identifies competitors and collects intelligence through ethical means like trade shows. This information is organized in a competitive analysis grid to evaluate competitive positions.
Operations management deals with processes that produce goods and services. Effective process management can provide a competitive edge. Operations management is used to manage production of both goods and services, while production management traditionally focused on goods. Key concepts in operations management include processes, value chains, productivity improvement, and global competition. Emerging trends include rapid technology changes, ethical challenges, and a diverse workforce.
This document discusses the external marketing environment, which includes micro and macro factors. The micro environment includes a company's internal departments as well as suppliers, intermediaries, customers, competitors, and the public. The macro environment includes demographic, economic, socio-cultural, political/legal, competitive forces, consumer demand, ecological, and technological factors. These macro factors are generally more uncontrollable than micro factors but influence a company's marketing activities. Understanding both the micro and macro environments is important for developing effective marketing strategies.
Global marketing involves developing marketing strategies on a worldwide scale to take advantage of opportunities across borders. There are several major decisions in international marketing, including: deciding whether to go abroad by evaluating risks; deciding which markets to enter based on costs, opportunities, and trade zones; deciding how to enter markets through various modes of entry; deciding on marketing programs by standardizing or adapting products, promotion, price, and place; deciding on marketing organization structures; and coordinating competitive moves globally.
The role of tangibility in service qualityTapan Panda
This document discusses a study comparing the impact of tangibility on customer satisfaction in the hospital and hospitality sectors. It reviews literature on service quality and tangibility. The study uses SERVQUAL and structural equation modeling to measure how physical facilities, tools/equipment, personnel appearance, physical presentation, and other customers influence tangibility and customer satisfaction in both sectors. Survey data from 500 hospital and hotel customers is analyzed. Results show tangibility and reliability significantly influence hospital customer satisfaction, while tangibility, reliability, and assurance influence hotel customer satisfaction. Structural equation modeling confirms the model is a good fit for both sectors.
The document discusses different aspects of promotion mix, including advertising, personal selling, public relations, and sales promotion. It provides details on each of these promotional tools, such as what advertising involves, its objectives and considerations for budget. Personal selling allows for personal interaction and relationship building. Public relations involves non-paid promotion through media. Sales promotion uses incentives to encourage short-term responses.
The document discusses the stages in channel planning which includes segmentation, positioning, and focus. It defines segmentation as clustering customers based on their expectations, positioning as defining the channel elements to service each segment, and focus as deciding which segments to address. The document also discusses defining customer needs based on expected service levels, defining channel objectives to support customer service, and considering the cost and alternatives of channel systems.
Chapter-5 Industry and competitor analysisAfzaal Ali
Industry and competitor analysis is important for new ventures to determine if a niche market is favorable and to assess the attractiveness of an industry. The five forces model examines threat of new entrants, rivalry among existing firms, bargaining power of suppliers and buyers, and threat of substitutes. A competitor analysis identifies competitors and collects intelligence through ethical means like trade shows. This information is organized in a competitive analysis grid to evaluate competitive positions.
Operations management deals with processes that produce goods and services. Effective process management can provide a competitive edge. Operations management is used to manage production of both goods and services, while production management traditionally focused on goods. Key concepts in operations management include processes, value chains, productivity improvement, and global competition. Emerging trends include rapid technology changes, ethical challenges, and a diverse workforce.
This document discusses the external marketing environment, which includes micro and macro factors. The micro environment includes a company's internal departments as well as suppliers, intermediaries, customers, competitors, and the public. The macro environment includes demographic, economic, socio-cultural, political/legal, competitive forces, consumer demand, ecological, and technological factors. These macro factors are generally more uncontrollable than micro factors but influence a company's marketing activities. Understanding both the micro and macro environments is important for developing effective marketing strategies.
Global marketing involves developing marketing strategies on a worldwide scale to take advantage of opportunities across borders. There are several major decisions in international marketing, including: deciding whether to go abroad by evaluating risks; deciding which markets to enter based on costs, opportunities, and trade zones; deciding how to enter markets through various modes of entry; deciding on marketing programs by standardizing or adapting products, promotion, price, and place; deciding on marketing organization structures; and coordinating competitive moves globally.
The role of tangibility in service qualityTapan Panda
This document discusses a study comparing the impact of tangibility on customer satisfaction in the hospital and hospitality sectors. It reviews literature on service quality and tangibility. The study uses SERVQUAL and structural equation modeling to measure how physical facilities, tools/equipment, personnel appearance, physical presentation, and other customers influence tangibility and customer satisfaction in both sectors. Survey data from 500 hospital and hotel customers is analyzed. Results show tangibility and reliability significantly influence hospital customer satisfaction, while tangibility, reliability, and assurance influence hotel customer satisfaction. Structural equation modeling confirms the model is a good fit for both sectors.
The document discusses different aspects of promotion mix, including advertising, personal selling, public relations, and sales promotion. It provides details on each of these promotional tools, such as what advertising involves, its objectives and considerations for budget. Personal selling allows for personal interaction and relationship building. Public relations involves non-paid promotion through media. Sales promotion uses incentives to encourage short-term responses.
This is a Feasibility Study conducted by a group of students "The Incorporators" from Capitol University's Bachelor of Science In Business Administration major in Marketing Management and Human resource Management.
Note: This document is not available to download, sorry for the inconvenience.
There are internal and external factors that determine price. Internal factors include marketing objectives, costs, and organizational considerations. External factors include market demand, competition, economic conditions, and government actions. When setting price, companies consider costs, value to customers, competition, and promotional strategies. The optimal pricing strategy depends on the product, market conditions, and business objectives.
International marketing refers to marketing activities that cross national borders. It involves identifying foreign markets, selecting market entry strategies, and developing marketing mixes tailored to compete abroad. The main approaches are exporting, joint ventures, and foreign direct investment like assembly or manufacturing plants. Effective international marketing requires understanding differences in cultures, laws, and economies between countries while maintaining a consistent global brand. It presents new opportunities but also challenges of adapting to varied international consumer behaviors and business environments.
Creating customer value is the driving force behind a company's goals, and identifying the appropriate customer value measure is not an easy task. Adding services, relationships, and experiences differentiates company offerings in the market. No real customer value exists without a close relationship with customers to understand their needs and provide sophisticated customer interactions.
The document discusses marketing budgets and how they are determined, factors that influence budget size like percentage of sales or what the business can afford. It also discusses criticisms of excessive advertising that it wastes resources and promotes consumerism. Different types of advertising are covered at different stages of a product lifecycle from introduction to growth to maturity. Methods for evaluating the effectiveness of promotional campaigns include sales data, consumer awareness, and response rates.
The document discusses various aspects of pricing strategy and methods. It defines pricing strategy as a plan for setting prices that considers factors like costs, competition, and demand. Some key determinants in setting prices are organizational objectives, costs, competition, and buyers' perceptions. Common pricing methods include cost-based pricing, demand-based pricing, and competition-based pricing. A company's pricing policy guides its overall pricing approach and specific pricing methods are then used to set prices regularly.
The document discusses the proposal for a new snack business called Wrap-to-Go that will provide healthy oatmeal-wrapped snacks. It will be located in Manila and aims to offer convenient, nutritious snacks to health-conscious customers. The business is founded by six partners and will offer different filling options like chicken, beef, tuna, and vegetables to appeal to varied tastes. It hopes to educate customers on healthy living while achieving financial success through effective marketing and product quality.
The document defines key concepts related to elasticity of supply and perfect competition. It provides the following key points:
1. Elasticity of supply measures the responsiveness of supply to changes in price. It is determined by factors like time period, availability of inputs, technology, and production costs.
2. Perfect competition is characterized by many small sellers and buyers, homogeneous products, free entry and exit, perfect information and mobility of inputs. Features include price taking behavior and normal profits.
3. Monopolistic competition involves differentiated products, some monopoly power for each seller, and non-price competition through product differentiation, branding, and advertising.
The document discusses the nature and characteristics of services. It notes that services are intangible, inseparable, variable, and perishable. It also discusses the distinctive characteristics of services like intangibility where services cannot be seen before purchase. It discusses how marketers can address these characteristics through strategies like standardizing service delivery to reduce variability. The document also discusses marketing strategies for services, noting people, physical evidence, and process must be considered in addition to the traditional 4Ps. It emphasizes the importance of internal marketing to train employees.
The document discusses different types of products including consumer products, business products, and the product life cycle. It defines formal, core, and augmented products. It describes the four stages of the product life cycle as introduction, growth, maturity, and decline. It also discusses different categories of product adopters and the new product development process.
it will provide you the quick review of Strategic Planning Definitions,Methods and Planning Templates, Techniques and Tools Logical Sequence Planning and much more about this particular topic.
To provide participants a ‘tool kit’ of planning
To demonstrate value of application of planning methods & tools in
Evaluation and control of marketing effortzailunnito
This document outlines methods for evaluating and controlling marketing efforts, including setting goals, measuring performance, diagnosing issues, and taking corrective actions. It discusses annual plan control, profitability control, efficiency control, and strategic control as the main methods. Key techniques mentioned include competitor analysis, customer analysis, testing research, customer feedback, and cost analysis. The document also defines marketing evaluation and lists ways to evaluate marketing efforts such as ROI, sales numbers, customer response, expansion, partner response, salespeople feedback, and competitor response.
Chapter i introduction to strategic managementSuzana Vaidya
The document provides an overview of strategic management concepts including:
1. The three big strategic questions of where the organization is now, where it wants to go, and how to get there.
2. The definition of strategy as management's plan to attract customers, position in the market, conduct operations, and achieve objectives.
3. The need for strategies to shape how the business is conducted and coordinate managerial actions.
4. The strategic management process of environmental scanning, strategy formulation, implementation, and evaluation.
The document discusses various location strategy considerations for operations management. It covers factors that affect location decisions such as labor productivity, exchange rates, political risks, and proximity to markets/suppliers. Methods for evaluating location alternatives are described, including the factor-rating method, locational break-even analysis, and center-of-gravity method. Specific location strategies for different industries like hotels, call centers, and how companies use geographic information systems are also summarized.
The document discusses strategic management. It begins with an overview of the strategic management process, including environmental analysis and forecasting. It then discusses the evolution of strategic management thinking over time from the 1950s to present. Various frameworks for environmental analysis are introduced, like Porter's Five Forces model and PEST analysis. Qualitative and quantitative methods of environmental forecasting are also summarized. The document outlines the strategic management process of defining the business, setting objectives, formulating strategies, implementing plans, and evaluating performance. It provides examples of growth strategies and discusses approaches to implementation.
This document summarizes a study on the financial inclusion of street vendors in Tiruchirappalli District, India. The study examines the socioeconomic background and credit needs of street vendors. It finds that most vendors borrow from moneylenders due to difficulties accessing banks. The study uses surveys and statistical analysis to evaluate differences in income, borrowing amounts, and credit sources between gender and religious groups. It concludes that expanding access to formal credit through training programs and microfinance could aid street vendor entrepreneurship and financial inclusion. Recommendations include skills development by banks, a census of vendors by civic authorities, and advocacy by trade unions to secure credit availability.
Services MarketingBy Himansu S M
MANAGING
DEMAND and CAPACITY:
Matching Demand & Capacity
Waiting Line Strategies When Demand And Capacity Can't be Matched
Waiting Line Strategies
Most waiting lines work on the principle of first come, first served. Customers tend to expect this—it's only fair, after all. In many cultures (but not all), people get very resentful if they see later arrivals being served ahead of them for no obvious reason.
This document discusses service focus and encounters. It defines four types of service focuses: 1) service focused, 2) market focused, 3) service and market focused, and 4) unfocused. It also discusses how unfocused service operations can achieve benefits of focus through business focus and operational focus. Service encounters are defined as moments of truth where customers interact with the service. Characteristics, types, and variables complicating encounters are described. Four elements of service encounters - customer, service provider, delivery system, and physical evidence - are outlined. Scripts are discussed as outlines for expected customer experiences. Functions and problems of scripting are also summarized.
Service Design: A Toolkit for Assessment, Insight and ImprovementALATechSource
This document provides an overview of service design as a methodology for assessing and improving library services. It defines key concepts like what a service is, defines service design, and illustrates common service design tools and phases. The document then summarizes a case study where service design was applied at Reed College Library over two years. Key takeaways from the process included understanding student behaviors and needs, the importance of communication and buy-in, and leaving preconceptions at the door. The document concludes by offering tips for planning and conducting a service design project.
This document outlines a proposed design for a 2D turn-based strategy game called "Food Fight" where players engage in culinary warfare using various food items from around the world. It describes the 10 week time limit, target audience as ages 8-28 who have played similar games, potential story and gameplay features including solo play, multiplayer modes, character classes, maps, and environmental factors. Potential expansions are discussed such as a side scrolling mode, guild/clan competitions, and incorporating food spoilage over time. Next steps are identified as building a prototype, developing game mechanics, user testing, and iteration.
This is a Feasibility Study conducted by a group of students "The Incorporators" from Capitol University's Bachelor of Science In Business Administration major in Marketing Management and Human resource Management.
Note: This document is not available to download, sorry for the inconvenience.
There are internal and external factors that determine price. Internal factors include marketing objectives, costs, and organizational considerations. External factors include market demand, competition, economic conditions, and government actions. When setting price, companies consider costs, value to customers, competition, and promotional strategies. The optimal pricing strategy depends on the product, market conditions, and business objectives.
International marketing refers to marketing activities that cross national borders. It involves identifying foreign markets, selecting market entry strategies, and developing marketing mixes tailored to compete abroad. The main approaches are exporting, joint ventures, and foreign direct investment like assembly or manufacturing plants. Effective international marketing requires understanding differences in cultures, laws, and economies between countries while maintaining a consistent global brand. It presents new opportunities but also challenges of adapting to varied international consumer behaviors and business environments.
Creating customer value is the driving force behind a company's goals, and identifying the appropriate customer value measure is not an easy task. Adding services, relationships, and experiences differentiates company offerings in the market. No real customer value exists without a close relationship with customers to understand their needs and provide sophisticated customer interactions.
The document discusses marketing budgets and how they are determined, factors that influence budget size like percentage of sales or what the business can afford. It also discusses criticisms of excessive advertising that it wastes resources and promotes consumerism. Different types of advertising are covered at different stages of a product lifecycle from introduction to growth to maturity. Methods for evaluating the effectiveness of promotional campaigns include sales data, consumer awareness, and response rates.
The document discusses various aspects of pricing strategy and methods. It defines pricing strategy as a plan for setting prices that considers factors like costs, competition, and demand. Some key determinants in setting prices are organizational objectives, costs, competition, and buyers' perceptions. Common pricing methods include cost-based pricing, demand-based pricing, and competition-based pricing. A company's pricing policy guides its overall pricing approach and specific pricing methods are then used to set prices regularly.
The document discusses the proposal for a new snack business called Wrap-to-Go that will provide healthy oatmeal-wrapped snacks. It will be located in Manila and aims to offer convenient, nutritious snacks to health-conscious customers. The business is founded by six partners and will offer different filling options like chicken, beef, tuna, and vegetables to appeal to varied tastes. It hopes to educate customers on healthy living while achieving financial success through effective marketing and product quality.
The document defines key concepts related to elasticity of supply and perfect competition. It provides the following key points:
1. Elasticity of supply measures the responsiveness of supply to changes in price. It is determined by factors like time period, availability of inputs, technology, and production costs.
2. Perfect competition is characterized by many small sellers and buyers, homogeneous products, free entry and exit, perfect information and mobility of inputs. Features include price taking behavior and normal profits.
3. Monopolistic competition involves differentiated products, some monopoly power for each seller, and non-price competition through product differentiation, branding, and advertising.
The document discusses the nature and characteristics of services. It notes that services are intangible, inseparable, variable, and perishable. It also discusses the distinctive characteristics of services like intangibility where services cannot be seen before purchase. It discusses how marketers can address these characteristics through strategies like standardizing service delivery to reduce variability. The document also discusses marketing strategies for services, noting people, physical evidence, and process must be considered in addition to the traditional 4Ps. It emphasizes the importance of internal marketing to train employees.
The document discusses different types of products including consumer products, business products, and the product life cycle. It defines formal, core, and augmented products. It describes the four stages of the product life cycle as introduction, growth, maturity, and decline. It also discusses different categories of product adopters and the new product development process.
it will provide you the quick review of Strategic Planning Definitions,Methods and Planning Templates, Techniques and Tools Logical Sequence Planning and much more about this particular topic.
To provide participants a ‘tool kit’ of planning
To demonstrate value of application of planning methods & tools in
Evaluation and control of marketing effortzailunnito
This document outlines methods for evaluating and controlling marketing efforts, including setting goals, measuring performance, diagnosing issues, and taking corrective actions. It discusses annual plan control, profitability control, efficiency control, and strategic control as the main methods. Key techniques mentioned include competitor analysis, customer analysis, testing research, customer feedback, and cost analysis. The document also defines marketing evaluation and lists ways to evaluate marketing efforts such as ROI, sales numbers, customer response, expansion, partner response, salespeople feedback, and competitor response.
Chapter i introduction to strategic managementSuzana Vaidya
The document provides an overview of strategic management concepts including:
1. The three big strategic questions of where the organization is now, where it wants to go, and how to get there.
2. The definition of strategy as management's plan to attract customers, position in the market, conduct operations, and achieve objectives.
3. The need for strategies to shape how the business is conducted and coordinate managerial actions.
4. The strategic management process of environmental scanning, strategy formulation, implementation, and evaluation.
The document discusses various location strategy considerations for operations management. It covers factors that affect location decisions such as labor productivity, exchange rates, political risks, and proximity to markets/suppliers. Methods for evaluating location alternatives are described, including the factor-rating method, locational break-even analysis, and center-of-gravity method. Specific location strategies for different industries like hotels, call centers, and how companies use geographic information systems are also summarized.
The document discusses strategic management. It begins with an overview of the strategic management process, including environmental analysis and forecasting. It then discusses the evolution of strategic management thinking over time from the 1950s to present. Various frameworks for environmental analysis are introduced, like Porter's Five Forces model and PEST analysis. Qualitative and quantitative methods of environmental forecasting are also summarized. The document outlines the strategic management process of defining the business, setting objectives, formulating strategies, implementing plans, and evaluating performance. It provides examples of growth strategies and discusses approaches to implementation.
This document summarizes a study on the financial inclusion of street vendors in Tiruchirappalli District, India. The study examines the socioeconomic background and credit needs of street vendors. It finds that most vendors borrow from moneylenders due to difficulties accessing banks. The study uses surveys and statistical analysis to evaluate differences in income, borrowing amounts, and credit sources between gender and religious groups. It concludes that expanding access to formal credit through training programs and microfinance could aid street vendor entrepreneurship and financial inclusion. Recommendations include skills development by banks, a census of vendors by civic authorities, and advocacy by trade unions to secure credit availability.
Services MarketingBy Himansu S M
MANAGING
DEMAND and CAPACITY:
Matching Demand & Capacity
Waiting Line Strategies When Demand And Capacity Can't be Matched
Waiting Line Strategies
Most waiting lines work on the principle of first come, first served. Customers tend to expect this—it's only fair, after all. In many cultures (but not all), people get very resentful if they see later arrivals being served ahead of them for no obvious reason.
This document discusses service focus and encounters. It defines four types of service focuses: 1) service focused, 2) market focused, 3) service and market focused, and 4) unfocused. It also discusses how unfocused service operations can achieve benefits of focus through business focus and operational focus. Service encounters are defined as moments of truth where customers interact with the service. Characteristics, types, and variables complicating encounters are described. Four elements of service encounters - customer, service provider, delivery system, and physical evidence - are outlined. Scripts are discussed as outlines for expected customer experiences. Functions and problems of scripting are also summarized.
Service Design: A Toolkit for Assessment, Insight and ImprovementALATechSource
This document provides an overview of service design as a methodology for assessing and improving library services. It defines key concepts like what a service is, defines service design, and illustrates common service design tools and phases. The document then summarizes a case study where service design was applied at Reed College Library over two years. Key takeaways from the process included understanding student behaviors and needs, the importance of communication and buy-in, and leaving preconceptions at the door. The document concludes by offering tips for planning and conducting a service design project.
This document outlines a proposed design for a 2D turn-based strategy game called "Food Fight" where players engage in culinary warfare using various food items from around the world. It describes the 10 week time limit, target audience as ages 8-28 who have played similar games, potential story and gameplay features including solo play, multiplayer modes, character classes, maps, and environmental factors. Potential expansions are discussed such as a side scrolling mode, guild/clan competitions, and incorporating food spoilage over time. Next steps are identified as building a prototype, developing game mechanics, user testing, and iteration.
Opening Keynote: Wisconsin Association of Academic Librarians (WAAL) Conference 2016
April 20, 2016
Abstract: Wisconsin is a state well-known for its commitment to progress; libraries are well-known for their commitment to service, excellence and preservation. How can holistic design thinking give us new, or renewed, avenues for progress and excellence in the service of our communities? This keynote will discuss how we can make use of this design approach to move our libraries forward.
This document discusses service system design and innovation. It begins with an introduction to service systems and key concepts in service science. It then covers the history of design, noting its expansion from industrial products to include services and service systems. Various viewpoints for analyzing service systems are presented, including different levels (micro, meso, macro), types of interactions and value sharing conditions. Finally, expanded research areas for service system design are discussed, such as component business modeling, quality analysis of services, and productivity tools and metrics.
A 3 sentence summary of the document:
The document proposes designing a social cafeteria that activates and involves students through learning, and encourages them to be a part of reinventing the role of the lunchlady. It suggests reimagining the cafeteria space and lunch program to engage students more during their lunch periods through interactive and educational activities.
iDesign Café is a leading interactive design firm that designs and builds custom web and mobile applications, as well as provide user experience expertise, branding solutions and service design.
Latest and Greatest in HRA's and Cafeteria Plansbenefitexpress
This webinar covers:
• New guidance in the Health FSA carryover requirements
• Can individual premiums be reimbursed under HRA's or cafeteria plans?
• New rules on integrated HSA's and standalone HRA's
• When are health FSA's subject to Health Reform?
• New reporting and disclosure requirements
The document provides details about an IMC plan for Cafe Mary Grace. It summarizes the brand's background and current issues it faces in appealing to younger generations and competing with international and local brands. It then outlines the research methodology used including interviews and observations. Based on the research, it identifies three types of customers: Catherine, the loyal current customer; Beth, a more transactional customer; and Beatrice, a potential new loyal customer. It proposes optimizing current contact points like kiosks and social media to invite customers into the cafe through a campaign called "The Mary Grace Letters" utilizing personalized letters from Mary Grace and customers.
This document provides details of an interior design portfolio for Line Corporation by Jessne Chua. It includes information about the client (Line Corporation), the areas to be designed, project materials including tree trunks, bamboo, brick and concrete, as well as furniture layout plans and 3D renderings of the proposed design which aims to bring nature into the work environment using recycled materials. Floor plans and an isometric view are also included.
Laya Burger Café is a café chain in Taiwan that has grown to 600 locations since 2002. It focuses on health, quality, and comfort. To ensure quality, it has a central warehouse, food factory, and logistics network. Its business concept focuses on carefully sourcing ingredients, maintaining high standards, and creating a relaxing atmosphere. It aims to be Taiwan's most outstanding café.
El documento describe el cultivo del café, incluyendo su introducción, principales productores, importancia en Ecuador, especies cultivadas, morfología, propagación, marcos de plantación, fertilización, recolección, plagas y enfermedades. Brasil es el principal productor mundial, seguido de Vietnam y Colombia. El café es un cultivo importante para las exportaciones agrícolas de Ecuador, especialmente en la provincia de Manabí.
Service blueprints as an indispensable step toward successful digital services. A tool to orchestrate touchpoints and stakeholders in multi channel and cross-channel services. Presented at The Web and Beyond, Amsterdam 2012.
The document is a Masters dissertation that proposes developing a "Smart Cafeteria" mobile application. It outlines analyzing requirements through stakeholder identification, focus groups, and questionnaires. Prototypes were designed for both desktop and mobile. A usability evaluation was conducted with 10 participants performing tasks and answering questions, with results showing the prototypes could solve problems and were adaptive and interactive. Future work is recommended to build full functionality prototypes and evaluate machine learning approaches and usability further.
This document is a design portfolio for Areeba Saeed, who received a Masters of Fine Arts in Interior Design from Foundation University College of Liberal Arts and Sciences in Islamabad in 2012. The portfolio showcases her coursework, software skills, and featured interior design projects including study room, kitchen, lounge, cafe, and boardroom designs as well as her thesis on restaurant design. Contact information is provided to learn more about her design work.
This document discusses the interior design of a Japanese restaurant. It mentions different sections of the restaurant such as the wall side, restaurant section, and window side. The overall goal or vision for the interior design of the restaurant is also referenced.
This document summarizes the feasibility study for opening a bakery cafe called Confections by Design Bakery. It analyzes different service styles and determines that a fast casual style would be the best fit. It describes the types of food products that will be offered, how the business will make a profit through quality food and customer service. It also discusses the target location and markets, and analyzes the restaurant industry and lifecycle to support the feasibility of this concept.
This document discusses service style options and choosing fast casual dining for a new bakery cafe concept called Confections by Design Bakery. It analyzes fast food, fast casual, casual, and fine dining styles. Fast casual is selected as it offers healthier options and quality food without long wait times, fitting the bakery cafe's target market. The document also discusses the bakery cafe's products, revenues, location, inputs, relationship to the local area, industry description, restaurant lifecycle, competitiveness, bargaining power, market potential and need to franchise to become a branded product.
Irina Avrutskaya discusses how restaurants can adapt their marketing strategies during economic crises to attract more customers and increase profits. She notes that customers typically cut back on dining out and move to cheaper restaurant segments during downturns. However, some restaurants still experience growth. She provides recommendations for restaurants, including introducing lower-cost menu items, focusing on quality, implementing loyalty programs, celebrating holidays, and attracting customers from closing competitors. The key is understanding changing consumer behaviors and capitalizing on opportunities presented by the crisis.
The document discusses Porter's 5 Forces model as it relates to Landmark's restaurant business. It analyzes the number and strength of competitors, potential new entrants, availability of substitute products, bargaining power of customers, and bargaining power of suppliers in the industry. It then provides details on each of these factors for Landmark's specific situation.
The document discusses considerations for opening a restaurant, including planning, organizing, leading, and controlling aspects. Some key points covered are developing a business plan, choosing a location and target market, creating a menu, obtaining funding, and understanding safety regulations. Market research, building a financial model, and determining necessary sales volumes to cover costs are also emphasized as important planning steps.
The document provides an overview of food and beverage services. It discusses key topics like the definition of food and beverage services, types of services (on-premise and off-premise), types of operations (commercial and non-commercial), common forms of services (catering, QSR, FSR), objectives, terminology, organization structure in hotels, and supporting departments. The overall purpose is to introduce the basics and key concepts related to the food and beverage services sector.
Fusion is a proposed multi-cuisine restaurant located in Mumbai, India that will offer Italian, Chinese, Indian, and continental cuisines. It aims to provide excellent food and service to appeal to a wide customer base including families, couples, students, and business people. The restaurant plans to raise funds through a combination of secured and unsecured loans. Financial projections estimate that Fusion will break even in the beginning of the third year of operations. Key aspects of the business plan include market analysis, operational plans, HR considerations, and long-term development goals of expanding to additional locations.
Opening a restaurant requires careful planning in several areas such as choosing a location, concept, menu, and financing. This document provides a step-by-step guide to opening a restaurant covering topics like deciding on a concept, types of restaurants, marketing with the 4Ps method, menu pricing and design, advertising and social media marketing, staffing, equipment, finances, laws and insurance. Regular tasks like food safety, cleaning, and staff management are also discussed to ensure a smooth restaurant operation.
Narvin-Café and Lounge
Executive Summary (Unit 9)
(This portion of your mini-business plan should contain a brief overview of everything in your plan. This brief
overview should contain an explanation of your product/service line, the market you will serve, and a brief
summary of your financial goals. This should be completed in Unit 9.)
Business Description (Unit 2)
“NARVIN”-Café and Lounge has founded and created by 2 young and energetic sisters, Parvin and Narmin
Hasanova in 2012. This Atlanta based lounge, will operate in Buckhead area, a single unit, medium-size
restaurant serving healthy, fresh, tasty and homemade dessert and appetizers. Exact location will be determined
based on budget and target market.
Vision Statement (Unit 2)
“NARVIN” will be totally unique concept and different. The mission will be to exceed beyond the customers’
expectations in every sense and define the perception of excellence. The atmosphere and the menu will not only
please customers taste but also will create exciting and fun environment where they get away from everything
to relax and take out a stress. The employees will be trained by professionals with outstanding customer service
and will be empowered to make quick decisions based on a philosophy and ethic codes of our business.
Mission Statement (Unit 2)
The company’s goal to achieve success in every path we step into. The first mission is to create financial
security of a lounge. These are the certain point we have to consider to accomplish our goal: 1) to make sure of
safety and health effects of our products on the health and well being of our customers (and our staff), 2) the
impact that our business and its practices can have in our modern society and affect of choices we make in our
environment 3) provide high quality of attitude, understanding and communication between management,
staff, customers, and vendors. 4) To create neat, comfortable and modern premises for our guests and staff to
meet high standards.
Personal Motivation (Unit 2)
Being very social and outgoing girls, Parvin and Narmin love hanging out with friends over coffee or just be in a
place where they can grab a tasty coffee with some nice dessert and at the same time hangout at the bar area till late
with friends. But they always were drawn to upscale coffee and dessert places where they enjoy not only the goodies
they offer but also environment and great quality people. Living in Atlanta area for 7 years now , Parvin always had
a problem of finding good place to hang out where you will be fine only ordering a coffee beside being in Starbucks
or other coffee shops or just get a drink without feeling obligated you need to order full entrée in order to sit down in
upscale restaurant. So, the idea came to the owners when she shared hew new
idea with her younger sister of creating this fine and exciting environment with ...
How to Manage Cost in your Hotel- Cost Control #6 by Dino LeonandriDINOLEONANDRI
This document discusses factors that affect food and beverage pricing in restaurants and how menus should be priced. It identifies the main types of menus as standard, daily, and cycle menus. Key factors that influence pricing include economic conditions, competition, service levels, guest types, quality, portion size, ambience, meal periods, location, and sales mix. Methods for assigning prices include calculating a product's cost as a percentage of price or determining its contribution margin. Special pricing situations like coupons, value pricing, bundling, salad bars/buffets, and bottled wines are also examined.
The restaurant industry is facing changes as consumer expectations shift. To succeed, restaurants need to understand and meet the new consumer. Research identifies five key factors: 1) Expanding the definition of "healthy" beyond calories to include fresh, homemade foods. 2) Creating more value through quality food and service at fair prices. 3) Offering new experiences through innovative menu items and restaurant concepts. 4) Utilizing social media to engage customers. 5) Building loyalty programs to reward customers and increase their value proposition. Innovation will be key to attracting customers and differentiating restaurants from competitors.
This document provides a learning module on restaurant services for grade 12 students. It contains 5 sections that introduce concepts of restaurants and their services, explain different types of restaurants and their layouts, provide learning outcomes and assessment questions. Specifically, it defines key terms, outlines the purpose and setup of dining areas, bar counters, food displays, cashier stations and kitchen areas. The goal is for students to understand restaurant operations and correctly answer questions about coffee shops, fine dining, waiters versus busboys, and point-of-sale systems. Assessment will involve essay questions testing comprehension of restaurant concepts, differences between restaurant types, and roles of staff members.
This document provides a marketing plan for a new Android app called "A La Carte" that offers catering services. The app allows users to arrange for food delivery and serving for events with options like cuisine type, number of guests, and wait staff. The plan outlines target customers as professionals and families seeking convenient high-quality meals. Goals include growing market share and increasing loyal customers. The strategy positions the app as a premium option while maintaining accessibility. Tactics will include a free version to attract users and partnerships with suppliers, schools, and restaurants.
MTM IX students present their Marketing plan project on "Barriquando Hostaria, a typical restaurant located in Lamezia Terme, Italy".
How to make this company more attracting?
Students' solution is to exploit strategically online channels and develop an effective communication plan.
www.mtm.iulm.it
The document analyzes the key factors for the successful operations of cafes and lounges in Delhi. It conducted a survey of 118 customers to identify the most important factors. The top factors identified are layout and ambience, pricing, location, music preferences, and cuisine. The document provides examples of how some cafes have strategized around these factors, such as dynamic pricing based on demand, offering a unique ambience and rotating view, and live music performances. It concludes that while balancing multiple success factors is challenging, cafes that excel in one or two factors through new concepts or reasonable prices have been able to earn profits.
The document provides advice for restaurant owners and operators on various aspects of running a successful restaurant business. Some key points include: having a clear identity that differentiates your restaurant; learning cost controls and proper pricing; implementing thorough training programs for all staff; opening only when fully prepared; embracing social media and online presence; focusing marketing efforts more than just saving costs; and partnering with suppliers who can offer valuable resources.
This document outlines a business plan for a restaurant and trading company called LOL. The group members decide to locate the restaurant at Taylors University to target students and families. The restaurant will serve healthy foods while the trading company will supply ingredients to other restaurants. The business will be run as a sole trader for flexibility. Startup costs are estimated at RM40,000 with additional funds for marketing and operating expenses. The business aims to earn a profit of RM170,000 annually over the first three years.
This document outlines a business plan for a restaurant and trading company called LOL. The group members decide to locate the restaurant at Taylors University to target students and families. The restaurant will serve healthy foods while the trading company will supply ingredients to other restaurants. The business will be run as a sole trader for flexibility. Startup costs are estimated at RM40,000 with additional funds for marketing and operating expenses. The business aims to utilize online advertising and compete on quality food and service.
Similar to Service Design Exam Project - Cafe Rouge (20)
1. 2014
BirminghamCity University
Business School
Mihai-Andrei Tiu
BA (Hons.) Marketing,
Advertising& PR
Module: Service Design
[CAFÉ ROUGE SERVICE DESIGN
REPORT]
Submitted by: Andrei Mihai Tiu (Student ID No: s13161817)
Submitted to: Prof. Barny Morris
Date of submission: 7th of April, 2014
2. Contents:
1.Introduction
2.Exploration
2.1. Primary research
a.Observation
b.Persona identification
c. SERVQUAL Analysis
d.A day in life
2.2. Secondary Research
a. TripAdvisor
2.3 Problem Identification
3.Creation
3.1. ATONE
3.2. Brainstorming
3.3. Stakeholders Map
4.Reflection& Conclusion
a.Self-reflection
b.ALS Feedback
5.Implementation
6.Conclusion
7.Appendix
a.Observation
b. Customer feedback
8.References
3. 1.Introduction
Being one of the big restaurant/bar/café chains in the UK- having over 120 locations, I have chosen
Café Rouge to be the subject for my Service Design analysis as it offers a very good observation,
comparison and contrasting opportunity in terms of service delivery and brand fluency. Moreover, with
competitors such as Wetherspoons or Bella Italia, the challenge of identifying the certain characteristics
of service that makes the brand unique from them becomes even more engaging.
In terms of analysis, the reason why I chose exploration techniques such as Persona Identification,
“A Day in life” or Observation is because I see these as being the more eloquent considering the lack of
access to a significant number of people to interview, as well as I think they appeal best to the kind of
business explored – café/bar/restaurant. Additional information has been taken from TripAdvisor, as this
is the best place to look for customers’ reviews.
Looking at the Creation process, I chose using AT-ONE analysis and Stakeholders Map in order to
be aware of all the factors involved in the process, and be able further to brainstorm along with my ALS
ideas that could solve the problems identified, and improve the fields that seemed to allow it.
2.Exploration
2.1 Primaryresearch
2.1. a. Observation – refer to appendix 6.a
4. After pursuing the Observation research technique as a participant, it can be stated that, from a
customer expectation perspective, Café Rouge would position itself between the Experience-based and
Normative “should” expectation level. This is primarily due to its higher prices compared to its
competitors, that are justified by the presence of the waiting service and different, “specific” menu
(opposite to Wetherspoons). The brand is fluent through its different locations both in Birmingham and
London. However, comparing and contrasting the experiences, it can be stated that in its case, the
amount of customers found in the restaurant is highly important in order for the service to be
delivered perfectly and fit to the restaurant’s concept and atmosphere. My expectations were met in
most cases, however, there is room for certain improvements both in the tangible and intangible goods
delivery.
Service Environment – Holistic view
Overall, the atmosphere in Café Rouge is giving both a sense of intimacy and quite a bit more
elegance than its competitors – e.g. Wetherspoons . With the low-tempo music in the background, it
encourages talking, without customers having to make an effort to hear each other, and also induces
the state of relaxation which most of its target market would like to achieve as part of their
expectations.
The Message-creating Medium transmits, through furniture, level of sound and choice of
colours a higher standard of service than an average café, and also a taste of French experience.
From an Attention and Effect-Creating perspective, the brand engages with its customers from
the very beginning through well-trained staff, and also, the use of certain decors and the level of light.
Entering the restaurant is a critical moment of truth, as the first impression communicated has to
match the brand values by all means. Also, the proximity of tables and the general atmosphere
(buzzing or quiet) suggest the kind of experience to be expected, as well as the level of attention the
individual customers will receive from staff.
Menus
http://www.mcarthurglen.com/
http://www.theprintworks.com
http://www.theprintworks.com
5. Even though Café Rouge doesn’t have too many special offers,
when given the occasion they most times customize their menus in
order to make the dining experience unique. The “Prix Fixe” and
“Menu du Soir” menus are linked to their constant promotions for
lunch and evenings, while Mother’s day menu – for example is linked
to their Mother’s Day event.
From a marketing mix perspective, the use of the 4 P’s can be
adjusted for obtaining better results. In terms of price, this seems to
be set right as the product is high quality. Moreover, in building the
value that justifies the price an additional P – people, has a great
contribution, as the service provided with the physical product –
food/drinks is of a higher than average quality.
One aspect that needs more focus on is Promotion, as the lack
of customers at certain times of the day suggests that even though
there are certain offers at noon, for example, they are not marketed
efficiently as to attract enough people.
Another additional P – Physical Evidence could benefit from a
stronger focus on it. Even though tangible proof is supporting the
offers – menus for certain events for example, the classic ones do not
suggest the “higher than average” quality of service that is going to be
provided as well as quality of food and experience.
2.1.b. Persona Identification
Taking into consideration the typical persona for Café Rouge, it is a middle-class man or woman,
in the age range 25-60. The reason for visiting the place can vary from casually serving a coffee or drink,
to having a lunch or dinner in a cosy and relaxing atmosphere alone or with friends/family, while
experiencing the taste of French cuisine. It can also be the good place for a casual business discussion,
as it offers a certain degree of intimacy and quietness, while the
atmosphere is calm and welcoming. As the restaurant keeps the
traditional appearance, the typical customer would most
probably be someone who is more conservative and doesn’t have
expectations regarding the delivery of service in an innovative
way but rather in the traditional manner. For this type of
customer receiving an exceptional service is of a high importance,
as well as having the opportunity to discuss with his/her meal
partner(s) – which means the music should be low, or simply relax
after a day of work and stress.
Let’s think of Laura as one of Café Rouge classic Persona.
She is an Executive, working from 9 a.m – 5 p.m. She is one of the
http://candicebeever.wordpress.com
http://www.digitangle.co.uk
http://www.drivingir.com
6. young customers from Café Rouge, being 28, and she just got engaged. She is preoccupied with healthy
eating, although she makes exceptions from time to time, she likes going out with friends and likes
trying new things when given the occasion, but she never runs the extra mile in order to do it – it has
to be convenient and with a minimum risk of dissatisfaction. She likes buying average brands – not
necessarily luxury ones, but the ones she considers give the right value for the price. She also visits
restaurants such as Del Villaggio, where she feels she is treated nicely by staff, relaxes and enjoys good
food. On weekends she usually goes out with her fiancé and their friends. She often buys The Sun and
Daily Mail, listens to pop music and reads Vogue Magazine, as well as OK!
2.1.c SERVQUAL Analysis – also refer to appendix 6.a
Going further to the SERVQUAL Analysis, the café surprised in both good and bad ways after the
primary research. Even though the necessary number of people was not used in order to obtain the
gap value, it still gives a good insight into the service that can be linked to both Appendix and
Secondary Research results, facilitating a more objective and broad problem identification.
Attribute How can you
observe the
attribute?
What do
you
expect?
What was your
actual
experience?
How would you
rate the
attribute’s
relative
importance?
What overall
rating will
you give?
(1) Poor
(5) Excellent
Reliability 7 7 7.5 8 1 2 3 4
5
Assurance 7 7 7 7 1 2 3 4
5
Tangibles 6 8 7 8 1 2 3 4
5
Empathy 7 8 8.5 8 1 2 3 4
5
Responsiveness 7 8 8 8 1 2 3 4
5
7. Having quite a common look from the outside, differentiating mainly through the French name
and choice of colours, one could not have very high expectations from the service inside, however
should expect a good experience.
The responsiveness of staff was slightly higher than expected as they were very flexible and
paid attention to customers’ needs. This also brought a plus in their empathy level, both of them being
very important in maintaining the good customer experience and relationship with staff.
The bad aspect that the restaurant should work on improving, to which I will refer later, is
related to their tangibles (e.g. Menus), which are not suggesting the brand positioning and quality to
be expected in the most efficient way.
In both positive and negative cases, the Customer Gap 5 generated between the expected and
actual service was small, being in the zone of tolerance. However, when the service exceeded
expectations the plus in value delivered was bigger than the minus the tangibles category generated.
2.1.d “A Day in life” exploration technique
Using “A Day in life” technique
we can calibrate the service better in
order for the restaurant to deliver the
right value to its customers.
Considering the target market
and the area of services they deliver,
together with the promotions they
have on the menu – which don’t vary
much, some ideas can be shaped
depending on the moment of the day
the customer comes in. In the morning, the opening hours are 9:00 o’clock. This means that for most
people from the customer segment they approach is little probability to come in and have breakfast or
coffee. The bar/restaurant is most probably to have a more significant number of visitors after 12:00,
when lunch breaks start.
For a typical Café Rouge customer, a day in life during week would be: Waking up at around
7:00 o’clock, having a sleepy shower, preparing breakfast and having coffee while watching the news
and engaging with routine house activities – nothing spontaneous. Working hours usually start at 9:00,
so by 8:00-8:30 they leave home. They spent a big amount of time in traffic, probably continuing
listening to news or morning programs on the radio, or alternatively trying to get into a good mood
listening to their favorite music. By 9 o’clock they get to work and stay there until around 13:00 when
they have a lunch break. At 14:00 they return to the office, where they spend the rest of the day until
6:00-7:00 p.m. Once finished, they are either tired, bored and want to get home to spend time with
family or work around the house, or are eager to meet their friends and stay out for the rest of the
evening.
For the lunch – breakers, Café Rouge is the cosy place where they can have a coffee with one or
a couple of their colleagues and maybe take advantage of the “All-Day Menu” Promotion
(www.caferouge.co.uk). For the evening visitors, the relaxed atmosphere is ideal for couples wanting
8. to experience the French cuisine or just a casual dinner out, but also for groups of ladies wanting to
socialize – the French name and choice of red colour appeals more to this market segment.
2.2. Secondary Research
a. TripAdvisor
As it can be seen from the customer feedback (Appendix 6.b), depending on the customers and
location of the Café, the perceived value received from the brand in both ways – service and food – can
vary. However, most feedbacks were positive, coming from customers from the target market that
were very pleased with the experience, saying they would definitely return. The secondary research
matched the observation part in the Primary Research in a high proportion.
2.3 Problem Identification – refer to appendix 7.a and 7.b
After finishing evaluating the service from both primary and secondary research, it can be
stated that there is room for improvement. From both stages of research it came up that the
atmosphere in Café Rouge can be too quiet at certain times, mainly because of the lack of customers.
This is also due to the small range of offers they make available. Another problem can be the lack of
enough tangible evidence to support the quality of service to be expected. All these affect the value a
customer perceives, and might fail, as some cases emphasized, justifying the higher prices related to its
competitors.
Another issue would be the contact with customers from other target segments. Analyzing the
7.b appendix, we can see that the Café could appeal to alternative target segments as well, as it has
some elements that, for example, a student-aged person would look for. Keeping a User-Centered
Negative
Overpriced
Dull
Greasy
Food
Too calm in
the
evenings
Sticky
Tables
Too noisy
Small
Portions
Positive
Not too
crowded
Good Food
Welcoming
Peaceful
Atmosphere
Consistency
in quality
Staff go over
the above
Excellent
Hospitality
Flexible
Staff
www.Tripadvisor.co.uk
9. Customers
Staff
Advertisers
point of analysis in this case is essential. Some bad aspects identified by this target audience, however,
would be the level of comfort provided by the furniture, and maybe the waiting time for food.
3.Creation
3.1. AT-ONE
A – Actors
T - Touch points
Touchpoints
Online
Relationship
Social media
Cafe outside
Staff
Welcoming
Menu
Toilet visit
Bill
Business
Card
Level of
music
General
Atmosphere
Touch points consist of
all the moments when
the customer interacts
with the brand, shaping
and influencing his
opinion. It is important
to consider these
moments as to design
the service in such a
way to ensure every
“moment of truth” will
increase the value
delivered to the
customer and influence
positively the
perception of the brand.
In the case of Café
Rouge it is critical that
customers receive
positive tangible and
intangible all
throughout their
journey, in order to
leave with a good
impression and degree
of satisfaction, having a
higher degree of loyalty
to the brand than before.
11. Food
French
Cuisine
Service
Welcoming,
empathic
staff
Ambient
Relaxed,
enjoyable
atmosphere
E - Experiences
AT-ONE analysis suggests that the needs of the Café Rouge Customers are most likely to be
satisfied by the offerings. It also gives us a more ample understanding of the touch points and their
importance in maintaining the customers’ satisfaction.
3.2. Brainstorming
After identifying the factors involved in the service, a brainstorming session took place along with
my ALS, where we managed to find more interesting ideas, able to solve the problems identified and
improve the service. After eliminating a couple, such as playing only classical or French music, changing
the name to Café Rouge - Café/Bar or modifying the opening hours in order to make the use of
resources more efficient, a list would be:
1. Replacing the Menus with more elegant ones, and handing them to the customers right
after they enter and are welcomed by a staff member to become his/her responsibility.
2. Designing business cards, to be handed to customers both after they have a meal, together
with the receipt throughout all the locations, and when they ask for information regarding
booking tables or organizing events
3. Designing specific offers for certain times of the day when the flux of customers is not high
enough in order to maintain the right atmosphere and quality of experience
The reason why we gave up the music idea was because this might have raised the level of
elegance too much and therefore affect the market segment targeted, while the changing of name
would affect the branding, as well as would be very high-cost to implement. Modifying the opening
hours would also affect the current brand positioning as well as the marketing strategy in place, and
would be too radical considering the present circumstances. It would be more effective to improve the
present service and offerings than re-positioning the brand and changing the whole advertising
strategy.
3.3. Stakeholders Map
When talking about stakeholders, it
is important to consider all the
participants to the service, as its design is
http://www.tutor2u.net/
12. Co-creative. Even though at the core
of the business there are the
customers, having needs and
expectations that need to be
satisfied, in the actual delivery of the
service, the main stakeholders are
the internal ones, consisting of
Directors, Managers and Employees,
that set the premises. Connected
Stakeholders such as Suppliers and
Shareholders are important in the
good running of the business, while
customers have a very big weight in
setting the atmosphere. For
example, a noisy customer could
ruin the experience of many more
others.
External stakeholders such as Media, Society, Government or Local Community must be
carefully considered as well, because they can become big influencers for customers. Moreover, when
designing the marketing campaigns, service experience and marketing mix, the brand should definitely
include them in the analysis for obtaining maximum efficiency (e.g. cultural background, rules and
regulations, trends etc)
4. Reflection & Conclusions
4.a. Self-reflection
This report has been a very effective way of putting in place the Service Design tools explored.
Besides helping me understand better how each of them worked, it helped linking the marketing and
service theory to practice, and understanding the application of marketing concepts to real business
situations.
What I would do differently, though, is the observation. I think that trying to integrate every
element and observing them together is very important in identifying and feeling the atmosphere they
want to obtain and the brand values communicated, so now I would, at the same time, consider the
other costumers’ experiences at the same time with mine and how they affect the environment, as
well as the other senses – smell, for example, and how the staff actions influence customers’ responses,
because all these make the observation session more effective and less time-consuming. Another
important thing that I would do is make all the observations before starting the assignment. This time
the last observation day was when I already started it, and it brought in a lot of new information, so I
found myself forced to modify parts of the work I had already done.
http://www.digitangle.co.uk
13. Considering the feedback received from my ALS was helpful as it made me ask more questions
to myself, as well as identify supplementary ideas that I could add to my initial improvement. A better
way of this to work would have been in all of us were at the same stage, as one of our colleagues didn’t
start his assignment even up to our final meeting, so he didn’t really know what the rest of us were
talking about, and he couldn’t bring in any valuable opinion.
4.b. ALS Feedback
We held 3 ALS meetings during the term, discussing the progress of our work and obtaining
feedback. The last one was entirely dedicated to the Reflection process, evaluating each other’s
improvement ideas and giving our opinions.
- We came to the conclusion that the first idea is good, and the menu could also include photos
and additional information about the food, in order to increase the desire of purchase
- The second idea is good, and should be consistent with the brand identity
- The third idea is good, and the offers should be better advertised in order to also raise
awareness upon them
ALS Meetings
Andrei Tiu Meeting Times: 2nd
of Feb, 2014
Titus Filimon 2nd
of Mar, 2014
Vladina Chira 30th
of Mar, 2014
Viktoria Mikshto
5. Implementation
Sadly, due to the lack of managerial influence within the chain, the solutions could not be
implemented. However, the exercise was very useful in terms of better understanding the importance
of the total experience and the totality of factors when delivering/receiving a service.
6. Conclusions
From the Café Rouge perspective, it is clear that even though it seems its service quality is
pleasing most customers, there is still room for improvement. The solutions proposed for solving the
problem with tangibles are easily implementable and can help keeping the high quality of experience
all throughout the customer journey, as well as building customer loyalty. The third idea, even harder
to implement, deserves a closer look from the board of directors, as it can increase the revenue as well
as contribute to raising the popularity of the chain.
14. 7.Appendix:
7.a. Observation
From the outside, the name of the restaurant – Café Rouge – and the choice of red color suggest
a French, cosy restaurant. The first place visited was located right in the London port near the Tower
Bridge on a Friday evening, with a friend. We are smokers, so we were pleased to discover they had
heaters outside, so we could stay at a table there. The first moment of truth was the waitress welcoming
us at the entrance, inviting us to take a seat and handing us the menus in a very friendly manner. We
ordered one drink each, and our order came within only 4 minutes, nicely presented and carefully served,
even though there were between 40-45 clients inside. Contrasting the place to its competitor,
Whetherspoons, the first differences observed were the existence of a smoking terrace and the waiting
service. Our ashtray was not collected during our stay, though, which is a minus for them as outside was
windy and ash started to spread around. Advertisments regarding food promotions were displayed at the
entrance.
Entering the local, the music was relaxed and the environment was not very noisy. The lights
were turned quite low, and even though the number of customers was big, the place still offered a kind
of intimacy. Every member of the staff was dressed with the same “uniform”. When asking for
directions to the toilet, I could easily find a member of staff, which was happy to help me. The toilet was
clean and with a fresh smell. The amount of light matched the one in the restaurant, so there was to
discomfort when entering.
One “moment of truth” that I found very important was when an extremely drunk man came to
the entrance asking for a certain place (no one understood which). He started to become very aggressive,
saying he is going to break the empty bottle he was holding and “teach them a lesson”. Me and my
friend were sitting right near the entrance, so he turned to us asking about the place – none of us
understood. That was the moment when the waiter to whom he man was talking earlier made a step
forward and tried to politely invite the man outside and suggest ways in which he could find what he
was looking for. After he man left, he politely excused to us for what happened, and asked if he could
bring us something. What I found very important is that even though the man was rude and aggressive,
the waiter was calm all though the conversation, maintaining his professional attitude.
When asking for the bill, it came within 7 minutes, and the change within 4. Our visit lasted
about 45 minutes
My second visit to the restaurant was at the New Street Birmingham location, at 3 o’clock in the
afternoon, on a Thursday. I went straight into the restaurant and asked for a latte. Wanting to challenge
their flexibility, I asked if I could pay at the bar. I chose to sit on the terrace as it was a sunny day, and
my order came within 3 minutes. The service quality and environment was similar to my previous
experience, only this time there were only 6 customers, a couple outside and 4
customers inside, so the place seemed empty. I asked if I could have a look at the
full menu, and it was quickly brought to me. Prices were higher than
Wetherspoons’, but considering the waiting service and the French specific of the
restaurant, I considered them to be justified. The looks of it was similar to its
competitor’s, and it was not very varied in terms of choices of food – but they had
good meal deals. Wanting to test their service even further, I asked about the
opportunity of booking some tables for an event, and within only 2 minutes I was
talking to the manager, who was very welcoming and gave me all the relevant
information. However, when I asked for a business card with the number I could
15. call, instead of receiving something to match the high quality of service received so far as well as my
future expectations, I received a small, ripped piece of paper. I was a bit disappointed to find they
missed this thing out. Still I can say I was pleased with the experience and service I received during my
25 minutes visit.
The 3rd visit took place at the Bullring location of Café
Rouge, on a Friday, at 12:00 (noon). I went alone, and
even though I wasn’t welcomed right at the entrance it
took only 1 minute until a waiter came to me with the
menu. There were approximately 30 people inside, out of
which one family with a little child, only 6 people under
30 and the rest 40+, even some old people having their
breakfast. The “Menu Rapide” promotion was advertised
outside. On the terrace were about 10 people, most of
them being around 30. The family with the child entered
just after me, and the waiter immediately brought the
child a chair, while one of his colleagues brought him a
balloon.
Ten minutes was my waiting time until I ordered.
The waiter seemed disappointed in finding out I only
wanted a coffee. My order was brought within 3 minutes,
16. but by another waiter. I was surprised to see that the glass was way smaller than the one I received at the
New Street location of the same coffee. Within a quarter of hour, the restaurant was 70%-80% full
capacity. No music could be distinguished anymore because of the buzzing of people. More small
children were present now, and they affected the other customers’ experiences including mine, yelling
and making noise. However, everybody seemed to have a nice experience. The food for the lady staying
at the table next to mine was brought within 7 minutes, and was very nicely presented. It was not long
until the music was turned a bit louder, and a smooth jazz melody could be identified now among the
buzzing around.
In terms of smell, at times it could be sensed a smell of fish or seafood, but it was not disturbing.
The wide windows are giving a sense of natural lighting and, together with the mirrors on the walls, a
sense of space. All waiters were attentive with everybody, smiling, and I was not disturbed at all from
my process of taking notes, with all the observation papers on the table, right in the middle of the
restaurant – Might be a bad thing, though. When I was about to leave – at 13:00, two customers entered
and there was no free table for two. However after one or two minutes one freed, and a waiter instantly
started cleaning it and invited them to sit.
I asked for the bill and it came within 2
minutes. This time I was surprised,
compared to the other locations. A
feedback/business card was holding the
receipt, and the name of the waitress was
on the back. I asked if I could talk to the
manager, revealing my real purpose for
being there. The manager came within 2
minutes, very friendly, but explaining me he
was very busy at the moment. However he
listened to me and gave me a brief answer to
my question – what were their main focuses
in Cafes, and what was their on-stage service
blueprint. His answer was: “We are very
attentive with the customer service and good
quality food. Regarding the service, we provide
it through an 8-step program, nothing special
but that shows attention towards our customers.
Meet & Greet, Bring Menu, Take order for
drinks, Bring drinks & take starters/mains order,
Bring the mains and ask for a 2nd drink, etc”. I
thanked him and right after, he started working
along with the waiters for arranging the tables. I
found that very fair—play, working along with his
subalterns. The visit took me in total 70 minutes.
17. 6.b Customer Feedback
Unda & Andreea, UCB students
Unda and Andreea are two University College Birmingham 1st year Students, aged 19 and 20,
studying Culinary Arts Management. They were asked on analyzing Café Rouge service and
environment in different stages of the day. These are their opinions:
Café Rouge is a restaurant positioned on various places around Birmingham but we have evaluated the
one located in the Mailbox. We were able to analyze Café Rouge during the 3 stages of the day
(morning-afternoon-night).
Although its appearance might seem ordinary, once you’ve walked in you will be welcomed and shown
to your table. From what we’ve seen, Café Rouge’s staffs’ main priority is guests’ satisfaction. After 3
minutes (time in which we were supposed to decide what we should order), the waitress came to take
our order. Unfortunately, we weren’t able to figure out what we’ve wanted, therefore, 5 minutes later
she came back, smiling and willing to take our order again. We were pleasantly surprised to find out
that it only took 4 minutes each time to bring our drinks but Café Rouge lost some points when we
waited almost half an hour for the first course meal.
The moment when Café Rouge is at full capacity is in the afternoon. Staff members are walking around
quickly, taking everybody’s orders and making sure they are treated with the best care and of course
with a smile. Even though being at full capacity surely means profit, it seemed that the waiters were
slightly overwhelmed by the number of customers, therefore we received the first course meal in
about half an hour, which might not seemmuch, but it was not a pretentious meal to cook.
The mornings and nights in the life of Café Rouge are the same to some extent. In the mornings, Café
Rouge is preparing to welcome even more customers and during the night, the exact opposite. The
mornings for Café Rouge are easy to handle as it has a manageable number of clients. The orders are
brought on time and the atmosphere is relaxed. The same applies during the night as they serve the
remaining clients.
In my opinion, Café Rouge lacks a few aspects in terms of comfort. The vintage furniture (the tough
chairs and the visually dull tables) is not making the meal more enjoyable. However, the choice of paint
and colors (for both furniture and walls) is quite pleasant for the eye, the pale yellow paint on the walls
combined with the dark wood creates a perfect atmosphere. The French theme is present everywhere
in the restaurant, beginning with the French-named courses (also translated in English) and ending
with the eighteen century paintings. What is more, mirrors were hanged on the walls in order to make
the room seem bigger.
Café Rouge provides a welcoming ambience and it definitely portrays an intimate atmosphere but the
closed-positioned tables and chairs, don’t allow this privilege to happen. When not at full capacity,
18. Café Rouge seems the perfect place for a first date. The welcoming staff and the care they provide
each customer with certainly add a few extra points in comparison with their rivals.
Although the chairs can cause some level of discomfort over the course of time, Café Rouge
compensates with its well-trained staff and the willingness they are showing towards their clients. All
in all, the ambiance created by the calm and soothing music, the nice and welcoming atmosphere that
surrounds each client and the smiles on each staff member surely wins every clients heart.
8.References
- Beever, C. (2011) 4 P’s of Marketing Available at
http://candicebeever.wordpress.com/2011/01/10/4-ps-of-marketing/ (Accessed 2nd of April, 2014
- Booth, E. (2014) The 7 P’s of traditional Marketing from a Digital perspective Available at
http://www.digitangle.co.uk/blog/the-7-ps-of-traditional-marketing-a-digital-perspective/
(Accessed 2nd of April, 2014)
- Bullring (2014), Café Rouge, Birmingham, UK
Available at http://www.bullring.co.uk/eating/restaurants/cafe-rouge (Accessed 20th of March,
2014)
- Café rouge restaurant photo (2014) Available at http://www.caferouge.co.uk/french-
restaurant/bromley(Accessed 31rd of March, 2014)
- Calabria, T. (2004) An introduction to personas and how to create them Available at
http://www.steptwo.com.au/papers/kmc_personas/index.html (Accessed 25th of March 2014)
- Chris Gibson (2009), Using SERVQUAL Analysis to Assess the Customer Satisfaction level of
the Oregon HIDTA ISIC Analytical Unit, Available at
http://www.pdx.edu/cps/sites/www.pdx.edu.cps/files/Using%20SERVQUAL%20to%20assess%
20the%20customer%20satisfaction%20level%20of%20the%20Oregon%20HIDTA%20ISC%20
alan%20%20-%20Chris%20Gibson-1.pdf (Accessed 20th of March, 2014)
- Clatworthy, S. (2014) Sevice Innovation: AT-ONE book Available at http://www.service-
innovation.org/about/ (Accessed 31rd of March, 2014)
- Executive Woman Photo (2013) Available at http://www.drivingir.com/services/the-ambitious-
executive-development-program Accessed 2nd of April, 2014)
- Logopedia, Café Rouge logo
Available at http://logos.wikia.com/wiki/File:Cafe-rouge-431x300.gif (Accessed 3rd of March,
2014)
- Menu Photos (2014), Available at
o http://www.theprintworks.com/eat__and__drink/offers/try_the_cafe_rouge_evening_set_
menu_offer_10.50_for_2_courses/
o http://www.theprintworks.com/the_place/offers/new_cafe_rouge_set_lunch_and_dinner_
offer/
o http://www.mcarthurglen.com/uk/cheshire-oaks-designer-outlet/en/the-brands/cafe-
rouge/
(Accessed 2nd of April, 2014)
- Module Lecture Slides, delivered by Prof. Barny Morris, Room G417
19. - Oliver, M, Hegeman, J, Lee, K (2009) Service Blueprint of Presby Neuro Clinic Available at
http://kipworks.com/upmc_holisticbook.pdf (Accessed 30th of March, 2014)
- Riley, J. (2012) Business Strategy Available at
http://www.tutor2u.net/business/strategy/stakeholders-introduction.html (Accessed 1st of April,
2014)
- Thoughtsinlittleboxex.com (2012) Café Rouge Bayswater testing the new low-cal menu
Available at http://thoughtsinlittleboxes.com/2012/02/28/cafe-rouge-bayswater-testing-the-new-
low-cal-menu/ (Accessed 3rd of March, 2014)
- TripAdvisor.com (2011-2014) Customer reviews on Café Rouge
http://www.tripadvisor.co.uk/Restaurant_Review-g186402-d731865-Reviews-or10-
Cafe_Rouge_Birmingham-Birmingham_West_Midlands_England.html#REVIEWS (Accessed
31rd of March, 2014)