Final Project

“Aroma Grill”
Muhammad Ahsan
Mehboob Elahi
Rai Inaam Ullah Khan
Ahmad Iqbal
Section K
Submitted To:
MS. Saba Rana
Services Marketing
December 6, 2022
Lahore Schools of Economics
Contents
Introduction................................................................................................................................... 5

New Perspective on Marketing in the Service Economy........................................................... 5

The 7p’s at Aroma Grill are as follows; ............................................... 6

1. Product Service: ............................................................................................................. 6

2. Place and Time:.............................................................................................................. 6

3. Price:................................................................................................................................ 6

4. Promotion: ...................................................................................................................... 6

5. Process:............................................................................................................................ 6

6. Physical Environment....................................................................................................6

7. People:............................................................................................................................. 7

Consumer Behavior in a Services context .................................................................................. 7

The three-stage model of a service consumption: .................................................................. 7

Pre-Purchase stage:............................................................................................................... 7

Service Encounter Stage ....................................................................................................... 8

Post-encounter Stage:............................................................................................................ 8

Positioning Services in Competitive Market .............................................................................. 8

Competitive Advantage: ........................................................................................................... 8

Flower of Service: ......................................................................................................................... 11

Competition........................................................................................................................... 11
Market:................................................................................................................................... 11

Government: ............................................................................................................................. 11

Pricing Issues:.............................................................................. 12

Chapter 7:........................................................................................................ 12

Five Ws Model:.................................................................................. 12
Chapter 8................................................................................................... 12

Flow charting......................................................................................................................... 12

Chapter 10............................................................................................................. 12

Message creating medium.......................................................................... 13

Attention creating
medium.................................................................................................................................. 13

Value proposition................................................................................................................................. 13
Chapter 11.................................................... 13

Inter client conflict........................................................................................ 14

Interview questions...................................................................................................... 14

Conclusion.................................................................................................................................... 14

Interview picture...................................................................................................................... 14
Introduction
Aroma Grill was established in Lahore in 2015 and become one of the best known restaurant in the area
providing all types of cuisines to their customers, weather it is Chinese Continental Pakistani or BBQ they
have it all with a beautiful view of front facing park. Aroma grill has placed a market focused strategy
where their target customers are the nearby schools and business offices for the meetups. Aroma Grill is a
culinary twist that caters to your multicultural hunger pangs. They dish out premium meals that fuse the
best of the West sprinkled with a local accent. Located at 38 Commercial Imperial Garden Paragon City
Lahore. Where they are Bringing joy of excellent food.

Chapter 1
We visited a restaurant named Aroma Grill, they are providing the services of tangible nature and comes
under the category of possession processing as they are directed at physical possessions. Aroma Grill is a
casual dining restaurant where people get both, physical good which is food, and services like seating and
order taking process. The core product that was provided to the customers was the food, which was
supported by supplementary services to enhance the value of the core product. In the pre purchase stage,
Aroma Grills was providing safe parking to the customers, taking care of their luggage, providing the
customers with desired seating and the order taking process was also smooth enough to add value in the
actual core product. The after sale services includes a proper check whether the customers are satisfied
with the food or not, card payment services and a proper see off to the customers.

The 7ps at Aroma Grills are as following:

1- Product Service: this includes all kind of food categories that Aroma provides which includes
Desi, Chines, French and Italian food, including the Drinks as well. We personally tried their
food to check their customer service and taste, and we personally found out the service and staff
very friendly and easy to get information.
2- Place and Time: The place of the service is at the restaurant and at homes in case of home
delivery. The time of the service is 12 hours, 12pm to 12am.
3- Price: The price of the core product is slightly higher than other surrounding competitive
restaurants which is because they are the market leaders in their area of location. The owner
mentioned higher tax duties as a reason for higher pricing.
4- Promotion: Aroma Grills use different social media platforms like Facebook and Instagram to
promote their products and they take part in food Galas where they promote their food by
providing free food at stalls.
 5- Process: The process of ordering the food is easy for the customers, once you enter the restaurant
the staff automatically guide you with the process of order taking.
6- Physical Environment: The environment was clean and friendly, the staff was fully covered with
head masks and we personally visited the kitchen which is always an important element for the
customers and we found the kitchen absolutely clean and no contamination was found. Other than
that, both indoor and rooftop seating was available and a pleasing music was being played.
7- People: The employees at the restaurant were well trained and friendly. They welcomed us with
smile, order taking process was convenient and they did every possible act to make the
experience more delightful.

Chapter 2:

The Three stage model of a service consumption: This model includes three stages, pre purchase,
purchase and post purchase. In this model there stages evaluate the behavior of the customers in the
process of consumption.

Pre purchase stage: This stage starts with a need arousal where the customer develop needs to a certain
product or service. Then the information stage where the customers uses different sources to get the
required amount of information about their desired needs. Aroma grill provides any required information
or new promotions through social media marketing and emails. Then comes the evaluating alternatives
stage where the customers compare the competitive restaurants. Aroma grills provides with the best taste
and customer service, the way they deal with their customers is different which is why customers pick
Aroma grills.

Purchase: Then comes the second stage which is the actual behavior of availing the service and the
customers purchase their desired food from the Aroma grill to fulfil their need. Aroma provides with the
best experience through food, music, seating, and overall environment to make the experience better for
their customers.

Post Purchase Stage: The third stage is the post purchase stage, where the customers give feedback
regarding the services and the food. Aroma Grills keeps in touch with their customer through emails,
social media and other engaging platforms to get every feedback to improve their service.

As mentioned earlier that Aroma grills is charging a little higher price than their competitors so there is
always a chance that customer may arise a perceived risk of purchasing through financial lose. Aroma
Grills provide the extra ordinary service and food quality and after sales benefits through vouchers to
lessen the perceived risk of financial lose in customers mind.

Chapter 3:

Aroma Grills comes under the category of market focused as they target special segment of market with a
wide range of services which includes all kind of food items. Aroma basically targets the sounding areas
like paragon city as they are the market leaders of their located area.

Competitive advantage: Aroma grills sets itself apart from others on the basis of food quality and service
they provide. Other than that the environment Aroma provides to its customer through their location,
complementary elements like music, easy parking and rooftops is what sets them apart from their
competitors.

Developing an affective positioning strategy:

Market analysis: Food is a basic human requirement but the prices are unaffordable for a specific niece of
market, so Aroma Grills analysis the market and target a specific well established niece of customers.
Other than that, Aroma Grill has set its prices after comparing the prices and the level of service their
competitors are providing. Furthermore, the location Aroma Grills has choose is in the center of the main
market of Paragon city which becomes the attention for most customers.

Internal Analysis: The internal work culture at Aroma Grills is friendly, free of any harassment and abuse.
Their employees are well trained, and they provide bonuses and health care to their employees.

Competitor Analysis: Aroma is focused to their surrounding market so their competitors are Nirala
Restaurant and Meshwar Restaurant. Aroma Grills provides better after sale service with a better
connection with their customers and they provide incentive like discount vouchers to their loyal
customers.

Chapter 4:

The flower of service that applied to Aroma were:

In the first petal is information which includes menu of their restaurant, suggestion card, reminders of
their deals on their food and upcoming new dishes and reservation cards.

In consultation we found out by our interview that we conducted had customized advice for new
customers as the order taker guided the customers about their hot running dishes. In order taking we
found out that one person was appointed for reservations for the customers. In hospitality they were
waiting areas which were seen as we visited Aroma grill. Moreover, they also provided fresh beverage to
the upcoming customers and they were washrooms for the customers as well so they can use. In the next
petal safekeeping, there was a coat room so the customers can hang their coats whenever they feel like
and they had valet parking outside the restaurant so it can accommodate for the customers. In the next
petal exceptions, there was a complaint box as well as a suggestion box for the customers to fill in their
complaints. In our interview you also found out that they offered compensation for the customers who did
not get the satisfactory service which can help the business and in making a good brand image. In billing
they were two methods one was self-billing so person can go to the counter and pay themselves and the
second one was waiter came to the table to collect the bill. In payment there was a credit card machine
and cash handling as well.

The enhancing element of aroma grill is that they make sure when the customer enters and throughout the
period he or she is in the restaurant and until when they leave, they are satisfied with the most. They make
sure that the staff is well motivated so they can offer whatever the customer desires. They also make sure
that what the customer demanded from them is fulfilled by the team of aroma grill. The second enhancing
element is consistency for example the taste of the food remains the same and doesn’t change over time
as well as the service that they provide to the customers always improves. Coming to the last element
hygiene factor, they don’t compromise on hygiene they use mask, gloves and make sure the quality of the
ingredients they use are fresh.

The product line of Aroma Grill is Multi cuisine restaurant. It includes all type of Cosine such as Chinese,
Pakistani, Continental, Japanese, Mexican , B.B.Q and in the morning, they also offer the traditional
Pakistani breakfast like halwa puri.

Chapter 5:

The technological innovation that helped the business service were, they developed a website for Roma
grill that helped to get online orders from the customers help them including overall sales of aroma grill
and also helped getting new customers. The website also helped in making a special service delivery
infrastructure. Technological innovation helped them in marketing as it was cost-effective as well as more
efficient in marketing the business. By the website they made they can get the emails of the customers
and by that they can send email promotions to the provided emails which can help aroma grill updating
their customers about their offers and deals. Overall, the technological innovation helped aroma grill with
spreading awareness about their business to new customer and target audience.

The globalization drivers which had effect on aroma Grill includes competition, market ,government
policies and cost. In competition, they buy their new restaurants are opening up and increasing the
number of competitors making aroma grill more vulnerable in the market. In market, the level of
economic development impact the demand for services to individually owned goods, people different
economically and culturally for the needs for service and the ability to pay for food may vary.
Government policies are making stuff to get imported ingredient, as government applied ban on imported
products and there’s some ingredients which cannot be found in local market but are imported now they
have to substitute ingredients which can have a effect on the taste. The government has also increased the
sales tax which means customers paying up more which can be a burden on some customers. Inflation
rate is increasing day by day and the costs of aroma grill are increasing . Labour rate may also have an
impact in the pricing of the salaries due to inflation. Major cost elements can be centralized and minor
cost elements localized. They can cut down on the stuff they don’t need. They can stop ordering the
ingredients for the dishes that don’t sale at all by this it can help them cut down costs.

Chapter 6:

The pricing strategy that Aroma grill uses is competition based pricing in which they have to monitor
competitors pricing strategy after reviewing the competitors pricing strategy they will start the process
accordingly by which they can offer better prices for their customers and the prices would be less than
their competitors. The pricing tripod helps deciding the pricing strategy , it includes costs, competition
and value to the customer. The element of value to the customer is more as aroma grill focuses on
providing the best value for its customers. Keeping in mind the competition is increasing day by day so
they have to keep the prices accordingly to the competitors.

Pricing Issues: Putting strategy into practice

1. How much to charge?

2. What basis for pricing?
3. Who should collect payment?
4. Where should the payment be made?
5. When should payment be made?
6. How should payment be made?
7. How to communicate prices?

In our interview we asked these questions to get information how to deal with this pricing issues , they
charge according to the value the customer is getting. The basis of the prices of different dishes varies for
example seafood dish would cost more than a dish including chicken so the price of a seafood dish would
be more. They have appointed a waiter to collect the bill at the table or if it’s a takeaway the payment
would be made at the counter. The payment is usually collected on the table after the customer is done
eating with the food then the bill is given to the customer by the waiter. The payment is made by cash or
credit or debit card. To communicate the prices they ensure the price is accurate and intelligible.
Chapter 7
Five W’s model

Who is the target market of Aroma Grill?

Aroma Grill is located in paragon city. It is a society where there are Commercial offices nearby. Also
there are the main branches of popular schools like Lahore Grammar School, Lacas school, The city
school, Romans Islamic and Punjab group of colleges. The main target of the restaurant are the people of
the commercial offices who arrange their business meetings and the students of the schools.

What do the restaurant need to communicate and achieve?

The restaurant need to create more awareness of o the product and Proper positioning in the mind of
customers and want to cater to the needs and requirements of the customers at affordable prices. Also
providing a wonderful experience of many multicultural cuisines to the customers under a single roof.

What do Aroma Grill restaurant need to communicate and achieve? Do the objectives relate to consumer
behavior in the prepurchase, service encounter, or post encounter stage?

Yes the objectives relate to both the consumer behavior in the pre purchase service encounter as well as
the post encounter stage. For instance a customer makes up his mind when he comes to the restaurant that
they would order a steak where they would be able to make a choice of choosing the sauce, the fries,
mash potatoes, or the Sautee vegetables. In the post encounter stage the restaurant focuses on the
providing a wonderful taste, ambiance and service facility to the customers and make them satisfied so
they visit the restaurant again.

How should Aroma Grill communicate this. Which media mix should they use?

The restaurant focus on the social media platforms like Instagram, Facebook and whatsapp where the
restaurant advertise themselves by making new deals to attract new customers and provide better services.
The restaurant also focuses on the public relations where efforts are made to make contacts with the new
customers and engage prior customers. Direct marketing is also implemented by the customer where they
embrace tools such as mailing emails and text messages.

Where should we communicate this?

Aroma grill restaurant communicates on the social media platforms like instagram, Facebook , and
whatsapp where they post their tangible as well as intangible services attributes. Giving the customers a
brief overview of their product their ambiance the way the deliver the food.

When do the communications need to take place?

The communications need to take place when the customer arrives at the service point. The customer
representative fairly deals with the client and brief about the products of the restaurant. Two way
communication takes place when the customer interacts with the order taker. Moreover the
communication also takes place when the customers sees the standees banners and flexes outside the
restaurant parameters.

Chapter 8
Flowcharting of Aroma Grill restaurant

Guest arrival

When guests arrive at Aroma Grill. They get an ample parking space surrounded by beautiful trees. After
parking the car customers move towards the restaurant. Where security guard opens the main door.
Moving onwards a receptionist is there greeting the customers wishes them and ask for the reservation

Reservations

Whether they reserved their table online or on the spot. If the seating capacity is full. The receptionist
took the customers to the waiting area.

Take guests to table

After getting a seat customers are welcomed and a warm gesture is given by the order taker and give them
a complementary drinks.

Menu introduction

Water is served as per customer demand and menu is introduced to them where the order taker provides
the complete information of the menu. And tell customers about the hot selling items. The deals and the
discounts. And takes the order.

Serving the starters

Starters like nachos or fish crackers are served to the customers as a complementary food. Customers can
also add starters according to the menu. Like the soups, tempura prawns or fish.

Serving main course

It’s time for the main course after customers had the starters crockery is replaced by the dinner plates and
main course is served. The fresh and aromatic food says it all.

Served with desserts

After the main course is eaten by the customers they are served with desserts. Like Kheer, Gulab jamun,
halwajaat. And asked for the tea and coffee with it.

Have cashier prepare the bill

Customers are then given the bill with their choice of payment method either through atm card or through
the cash method

Closing the cash at cashier

The supervisor take the payment from the table and take it to the cash counter where the cash is paid and
customers are given the receipt of their payment and change within a cash folder.

Customer’s feedback

Customers are reviewed on the comments card whether they like the service. If they had any complains
then mention them in the comments / suggestion row and rate the ambiance, service, cleanliness and food.

Guest leave

Customers leave the table and looked forward by the representative and thank customers for their visit
and ask them to visit again.

Clean the table for new guests.

The table is then cleared and crockery is replaced with the fresh one and the table is ready for the next
customers
CHAPTER 10

How Aroma Grill restaurant outline the customer understanding and performance?

Service offering restaurants want to shape the customer involvement and performance through distinctive
ways as they prefer to be the first choice of every customer. Aroma Grill gives a different unique
environment to their customers.

Message creating medium

Aroma grill is located Paragon city Lahore. The logo of the Aroma grill looks very unique and it is very
attractive. If a person goes or passes from the Aroma grill the logo give a good vibe. As when we visited
Aroma grill the size of the logo was very big anyone can see the form so far. The customer can see it
easily. The structure of the building was very good. The structure was not like a small front. The best part
of the Aroma restaurant structure was the roof top. The roof top gives a good vibe. The staff was well
dressed and they were looking gentle.

Attention creating medium

The best attention creating medium of the aroma grill restaurant was that when you enter in their
restaurant the staff welcome you in gentle way. The second attractive thing was deals and special discount
specially for the universities students. They give a special discount when a nearby university student
come in their restaurant so that the students come again to eat. The menu was very attractive. It was well
designed. Another most attractive thing was Wi-Fi was available free of cost. As sometimes signals are
not available so Wi-Fi can help you to use mobile. All the customers can reserve their seats if they cannot
go on the time. A person is always available their how attends the call if you have any kind of query you
can call and can ask your questions.

Effect creating medium:

The effect creating medium of Aroma grill was the smell of foods. When we enter in the restaurant there
was very good smell of different food items that sheaf was cooking. When we seat on the dining table
without saying they give us a bottle of water that we can drink. Any customer can visit to their kitchen
that how they are cooking and the place where they cook is clean or not.

Value preposition
Customer is the first priority of Aroma Grill restaurant. While taking the interview they told us the
customer is our first priority. We listen to the customer even if the customer is wrong. They said if the
customer doesn’t like the taste of the food we don’t say that no the taste is good etc. the environment of
the Aroma Grill is friendly.

CHAPTER 11
Three types of conflicts can occur in the company.

Organization/Client Conflict:

This is a type conflict the employee suffers from want an authority but the customer can’t because
sometime the customer demand such a thing which the employee cannot give to the customer. For
example, if a customer comes to the Aroma Grill and order something to eat and while eating they said
give me shake. So how is that possible if they don’t have that shake then how they can give it to the
customer. The customer said go to nearest branch and pick a shake for me but this is against the rules so a
conflict occurs between the employee and the customer.

Person/Role Conflict:

This type of conflict occurs very rare. During the hiring of an employee the manager or the owner tell
every requirement from the employee which is required. For example, the person who stands on the door
of the Aroma that person does not welcome the customer in a good way. As it the duty of that employee
to do a warm welcome of customer.

Inter-Client Conflict:

This is the type of conflict which mostly occur. Most of us maybe go through from this kind of situation.
The simple example is that if you are sitting in the restaurant and a person start smoking. The one
customer says to the employee that say this person don’t smoke here and the other say no I will smoke.

THE CYCLE OF SUCCESS

The Aroma Grill restaurant provides finest service experience to their customer. By constructing the trust
worthy connection with the customer.

They are well acknowledged in the market.

They are inexpensive and consistent.

They offer special deals and discounts to their regular customers and nearby university students.

They pay a good amount to their employee so they work with their heart and soul.

They don’t compromise on the quality and the taste of the food.

They deal very good in every aspect from their employee and customers that is making Aroma more
popular and profitable.

THE CYCLE OF FAILURE

They don’t play adds on cable that can be a cause of failure.

If they hair new employee without knowing they may not serve customer well.

If a customer complains something like the toilets are not clean and they don’t focus on the customer
complain.

Feedback from the customer that how was the taste of the food.

If they change the sheaf that might not cock good.

Conclusion

Aroma Grill is a magnificent restaurant which is providing the best value to money food and a leading the
market with their skilled workers and excellent service.

Interview Picture
Interview Questions

In the last 5 years what change in government policies have benefited you?

In the pre purchase stage where customers have to pick a restaurant, how do you make sure that they pick
yours?

How does Technological innovation help your service business enhance?

Tell us about the impact of globalization drivers on your business?

Which type of pricing strategy you use and why from these?

Cost- based pricing

Value based pricing

Competition- based pricing?

What do you seek from new employees?

How do you train your employees to deal with the customers?

If there is a bad conduct report from any customer, how do you deal with that?
If any employee shows good result for over in a year or over a month guys reward him something or do
you guys just recognising is the best employee of the year?