2. LAYA BURGER CAFÉ
Since its establishment in Taoyuan, in 2002, Laya
Burger Café has rapidly grown over the years. In
seven years the business has grown to include
about 600 brunch shops. Determined to be
Taiwan’s most outstanding café, Laya Burger Café
has successfully established a central warehouse, a
food factory, complete logistics network
management and a professional counseling team to
provide the best quality service possible.
3. Laya Burger Cafe’s business concept includes three major principles:
Health
They endeavor to carefully research and
development the various ingredients for their
food factory, located in Taiwan, to the most
professional OEM manufacturing standards.
Laya Burger Café’s managers are always
actively looking for the top ingredients at
home and abroad to enhance the depth and
breadth of their products.
4. Laya Burger Cafe’s business concept includes three major principles:
Quality
Laya Burger Café never compromise quality
for the ingredients, in upholding this
principle they regularly invite professional
food producers or OEM manufacturers to
scrutinize their quality. When preparing food
all staff must wear masks and gloves through
the service.
5. Laya Burger Cafe’s business concept includes three major principles:
Comfortability
Laya Burger Café actively remodel there
shops’ interior for breakfast, lunch, and
leisure-oriented features to adhere to the
bright, clean and relax atmosphere they
strive to uphold. Strengthening the comfort
of the store, they include varieties of
greenery and landscaping to provide their
consumers with one of the most
comfortable, relaxed dining environment.
6. Supporting facility
• Store-front shops with ample
space both inside and out.
• Comfortable interior dining area,
endorsing the customer’s positive
perception of the organization.
• Exquisitely decorated exterior
dining area, catching the
Supporting facility
customer’s eyes and promoting
dining diversity.
• Nicely decorated restroom
• Menu
7. Facilitating goods
• Drinks
• meals
• combination meal sets
Information
• The website acts as a powerful
sales promoter to the customer to
Supporting facility
view activities, new products and
benefits.
• Calorie markers on menu
• English version menu
• Meal introduction on wall
• All meals has a picture on menu.
8. Explicit services
• The clean and neat environment
provided
• welcoming customers with good
service attitude
• healthy good tasting food with
calorie marked
• soft tranquil music
• relaxing environment
• fast meal delivery
9. Implicit services
• The great attitude of the employees
adding to the customer’s positive
perception of the organization.
• The peaceful dining atmosphere
adding to the customer’s satisfaction
after a meal.
•The policy of serving quality foods is
essential to the customer’s perception
of taste and reliable service.
10. Criteria for evaluating the Service Package (condensed version)
Items Description Items Description
Supporting Facility Explicit Services
Is it centrally located? Yes Service with a smile? Yes
Are the cooks certified? Yes
Facilitating Goods
Number of menu items? >91 items Implicit Services
Restaurant décor? Excellent
Information Suitable music? Yes
Up-to-date website? Yes Waiting in pleasant and short? Yes
11. Strategic service vision
Service delivery system Operating strategy Service concept Target market Segment
600 branches in Taiwan Provide better follow- Fast delivery of local and international
up services meals with good students, for example
Fun and warm attitude Yuan Ze University’s
Clean environment students
atmosphere to
differentiate service Fresh smelling quality Serve only the best
food quality sauce, the people of Taoyuan
Outside dining area seasoning and who want to grab a
Affordable meals with
ketchup quick bite instead of
great service
Phone call delivery making breakfast or
Use of uniform for lunch
Family environment
Hire employees based on Employees to convey
providing kids friendly
attitude quality service passersby who want to
services
grab a quick meal in
The use of spacious Unique children area comfort
Candies for kids after
store-front shops
meals to make them
people who enjoy
happy
dining outdoors
12. Laya Burger Café outperforms their competition through:
Overall cost leadership
implements a low-cost strategy by invest in:
• efficient-scale facilities; tightly controlled overhead control; and
seek out innovative technology.
Differentiation
•brand name called Laya Burger
•invested in a website to provide more quality service
•offering different features and events creating customer loyalty.
Focus
•They are committed to breakfast, lunch, and delivery services
•listen to customer needs to observe the market development, innovation
and diversification of needed meal items
13. Items Description
• Excellent food quality and clean environment.
• They provide out-door dining.
Qualifiers • They have promotions and functions.
• Combo meals and their menu is in both English and Chinese.
• 600 branch cafés every 3-5 kilometers
With a fully functioning website, delivery service and
promotions, such as by one-get-one-free, Laya Burger Café
Service Winner
excels in dimensions such as convenience, and reputation
that wins its customers loyalty.
Price might be a minor setback for a very small portion of their meals
Service Loser
but they offset this with promotions.
14. Possible fail points
External Internal Service
Display and Dining counter /
PHYSICAL Restaurant Menu Wait T.V.
Dining area area Waiting
EVIDENCE entrance appearance Food area
View snacks Watch
CUSTOMER Enter Take a Order the Receive Check-out
and take a T.V. and
ACTIONS restaurant seat meal food and leave
seat eat
Line of Interaction
ONSTAGE Warm Deliver Process
CONTACT
Deliver Take food
welcome menu order food check-out
PERSON
from staff
Line of Visibility
BACKSTAGE
CONTACT
PERSON
Line of Interaction
SUPPORT Prepare Cash
PROCESSES food register
15. Description
Possible fail points Corrective measure
Reasons for failure Example
Waiters do not write Several customers are
down food orders. ordering, one as not to
They memorize each include mustard in he’s
meal, another as to include Waiters can carry
order for several
extra tomato in her meal a note-pad and
Take food order customers at a time.
and lots of other orders are pen with them to
High probability to taken at the same time. The
forget miner order take orders.
waiter might just not
detail. remember the customized
orders in a rush of orders.
Cooks are told what is Several orders are places Cooks can be given
ordered. some with customization.
They are not given a list of a list of foods to
The cooks have to multi-
food orders to prepare. prepare so as to
Prepare food task most times and with
They need to memorize meals reduce the risk of
to make. the customization to
remember, this can lead to wrong food
High probability to forget
miner customization detail. wrong food preparation. preparation.
16. Design Elements Description
Structural Support strategy Re-design to support strategy
To reduce the risk of wrong
meal order waiters can carry a
Need miner re-design to aid in customer
Delivery system note-pad and pen to take
satisfaction orders and cooks can receive
note-pad of meals to prepare.
let customers feel comfortable and welcomed,
Facility design the interior include varieties of greenery, AC, Non needed
TV, kids corner, and waiting area.
600 branches strategically located in Taiwan
Location gives Laya burger café access to a diverse Non needed
target market.
Laya Burger Café’s interior is designed to utilize
Capacity planning capacity to its maximum with exterior dining Non needed
area.
17. Design Elements Description
Managerial Support strategy Re-design to support strategy
To reduce the risk of wrong
The fully function website for Laya burger café meal order waiters can carry a
Information aids in providing customers with great note-pad and pen to take
satisfaction. orders and cooks can receive
note-pad of meals to prepare.
The most important quality feature is the fresh
Quality products used to prepare meals that are Non needed
ordered using a just-in-time system.
A service culture that fosters a family-type
Service
atmosphere is reinforced by including a kid’s Non needed
encounter
area and exterior dining.
Customers can call in to order food, have their
Managerial
meals customized and have it delivered. Thus,
capacity and Non needed
the customer demand in terms of timing and
demand appropriateness can be controlled effectively.
18. By re-designing the possible failure modes:
•food order and preparing food
Laya Burger Café can:
•increase the number of customers they serve
•increased satisfaction to both employees and
customers
•reduce the risk of serving wrong meals to customers
•maximize the utilization of cooks
•do further customization of meals
•increase its customer satisfaction and greatly increase
customer loyalty
19. We believe that by keeping up with these
consistencies and implementing the re-
design of this research paper, Laya Burger
Café can further improve its service and
deliver excellent high-quality customer
satisfaction.
