Name: Nathaly Villacis UMID: 97422503

Course: ENTR 599-021 Date: 02/16/2020

Homework #3 – Important remarks

The place I observed was Mujo. From the observations I performed, the answers go as follows:
1. What surprised me during my observations is that the place has very little time without clients, which
can cause a line that can extend more than 8 meters. However, customers do not seem annoyed and I
did not see any of them leaving the line. Also, employees take the orders that are forgotten by customers,
they don't discard the products.
2. Sometimes, the order waiting area can become very jammed, and there are coffee machines for self-
service in this area too, so customers might get annoyed if they cannot get their coffee smoothly.
Additionally, employees bumped against each other several times, which indicates that the space is too
small for them.
People
Who, What types,
What jobs are they
doing, What
Categories can you
put them in?
Four people behind a
counter. One is taking
orders, another one is
cooking something. The
third is making coffee, or
beverages, and the fourth
one is organizing things in
the back.
There are several
customers, some of them
are waiting in line, one is
ordering, and many others
are waiting for their orders
to be ready.
There are faculty and
students, most of them are
wearing big coats.
Mid-20s, mid 30s.
People are sitting around,
talking to each other, or
eating.
Person without uniform
came, she seemed the
manager.
Objects
What objects do you
see in the
environment? Where
are they in relation to
each other?
There is one freezer that
contains beverages. Next to
it, there is a freezer for
snacks. A curtain
merchandiser for sandwiches
is next to the snacks freezer.
Non-refrigerated snacks are
in front of the refrigerated
ones and the sandwiches.
All of these are in the waiting
area.
Right in the are where the
customer has to order, there
is another exhibitor for
pastries and fruit.
There is also a big sign that
says Mujo (coffee, pastries,
soups, snacks), and a coffee
symbol. Also, the menu is in
front of the customers in the
waiting area.
There are several coffee
dispensers in the area where
customers are waiting for
their orders.
There is also a big counter
that separates customers
from employees.
Environments Messages
What are the distinct What messages are
environments within being communicated
the observational either directly or
area? How can you indirectly? How are
split them up? they transmitted?
What are they?
I noticed the following The freezers in the waiting
areas: area might be intended for
• Waiting area customers to get more
• Ordering area products than they
• Organizing area actually need.
• Eating area The coffee signs indicates
• Checking orders that they sell hot
• Taking cutlery beverages.
• Sweeteners, cup The big menu in front of
lids, grill in a table the waiting area signals
next to the that customers should be
counter, this would prepared to order when
they arrive at the cashier.
be the after order
There is one employee
area
that shouts the order
when it is ready, and the
customer is not called by
their name, but by the
order.
Services
What services are
being offered?
Primary vs
secondary services?
Coffee, pastries, snacks
and some other food.
After sales service,
because customers have a
table to prepare their
order according to their
preferences.
Complementary services
for people who bring their
own food (because the
cutlery is free.)
Eating area for free.
People
Who, What types,
What jobs are they
doing, What
Categories can you
put them in?
Customers waiting in line
and for their orders are
students in their 20s.
There are five people
(employees behind the
counter, two of them do
not have uniforms.
The cashier is taking orders
and the person next to her
is aligning the orders
(papers).
Customers look at the
snacks and sandwiches
freezer, trying to decide
what to take.
There are people sitting in
tables around the place,
some of them are eating,
some of them are taking
coffee, and some others are
using their computers.
People chatting when
waiting for their orders.
People who received their
orders are taking napkins or
mug handlers.
Most people leave with a
cup of coffee/hot beverage.
Objects
What objects do you
see in the
environment? Where
are they in relation to
each other?
Big windows are
surrounding two sides of
the place.
There is a garbage can
below the coffee
machines, which is
probably for the used cups.
There is one garbage can
below the napkin
dispenser.
A USB tower is in the
middle of the tables, and
nobody is using it.
The counter is in the
middle of the freezers and
table for after service.
There are machines for
food at the back of the
place, behind the counter.
One whiteboard is placed
next to the entrance for
employees, probably
describing the important
tasks that need to be done,
based on the wording.
Environments
What are the distinct
environments within
the observational
area? How can you
split them up?
The waiting area can
become very long. In these
20 minutes, it has been
from 4 to 12 people.
An employee area, very
small is behind the
counter, and the entrance
is not blocked to
customers.
Customers can block the
employee entrance when
they are standing in line.
Storage area below the
counter.
Walking area for regular
people/not customers
right next to the snacks.
After service area, with
different jars, sweeteners,
sticks, and a grill for
bagels.
Area for coffee machines
with division for after
service are.
Different waiting areas.
Messages Services
What messages are What services are
being communicated being offered?
either directly or Primary vs
indirectly? How are secondary services?
they transmitted?
What are they?
Promotional banners over Coffee self-service.
the beverage machines, Employees just hand the
with a UM logo, which is cups, or people can use
probably to emphasize the their own mugs.
partnership of a certain Coffee and desserts
beverage company with selling.
UM.
Big menu in the form of a
standalone poster, probably
to attract walkers.
A little poster with a ‘SAY
something’ statement, to
encourage students not to
stay silent when they
witness bad things.
A sign for compostable
cutlery, which is probably
there to raise awareness
about appropriate trash
containers.
A sign of recyclables in the
napkin dispenser, which
conveys social
responsibility.
A big sign for employees
regarding how to correctly
dispose trash. It transmits
company organization.
People Objects
Who, What types, What objects do you
What jobs are they see in the
doing, What environment? Where
Categories can you are they in relation to
put them in? each other?
Three employees, one is Shelves for the sandwiches
the cashier, one is are not full.
preparing coffee, and the There is an exhibitor for
other is preparing other bagels, but it is empty,
beverages (she is not probably because it is noon
wearing a uniform). and breakfast is over.
People waiting for their An exhibitor next to the
orders, they have cashier, where some
backpacks, so they might desserts are displayed to
be students. the customers.
One person eating in the There is one sign that
tables around, she does thanks the customers for
not seem to have bought stopping by, but it is not
something from the coffee very visible because it is
place. next to the employee
One person going to check entrance.
sandwiches, and he A chair next to the curtain
bought one pretty quickly. merchandiser, and next to
One employee took one it some cleaning tools, like
order that was never a broom.
claimed. Individual tables are next
to the beverages freezer,
they have lamps, so they
are probably used both for
studying and eating.
Environments
What are the distinct
environments within
the observational
area? How can you
split them up?
Coffee area, right next to
the cash register. It seems
like the hot beverages
area.
Refrigerated goods area,
which consists of the cold
beverages, cold snacks,
and sandwiches.
The countertop for bagels
is in the middle of the
refrigerated goods area.
The area for customers is
in front of the counter.
There is also an area for
organizing trash inside the
employees’ area.
Messages
What messages are
being communicated
either directly or
indirectly? How are
they transmitted?
What are they?
Sustainability and recycling
are important messages
the place wants to convey.
Three big posters
reference these two
words.
The counter
communicates the idea
that employees and
customers should be
separated.
Some coffee machines are
placed facing the
customer, which implies
that this is a self-service.
Sweeteners, lids, and milk
are in a separated table, in
the customer area, so it is
implied that employees
will not hand sugar, cream
or others to the
customers.
Services
What services are
being offered?
Primary vs
secondary services?
Sandwich inspection and
selection from the curtain
merchandiser, based on
look.
Selling of coffee and other
goods.
Pick your own beverage.
Customers can pick a table
and eat there.
The place has regulated
temperature, and there
are plenty of people
walking by. Non-customers
are allowed to take a seat
in the eating tables, which
would give them a warm
place to stay.