Case Study 2
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ScribdTranslationsCase Study 2
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ScribdTranslationsCASE STUDY 2
HARD ROCK CAFÉ: OPERATIONS MANAGEMENT IN SERVICES.
In its 37 years of existence, Hard Rock has grown from a modest bar in London to
become a global power that manages 121 cafés, 5 hotels, casinos, live music, and a
big annual concert called Rockfest. This firmly places Hard Rock within the
service industry —a sector that employs more than 75% of people in the United States—.
In 1988, Hard Rock moved its headquarters to Orlando, Florida, and has expanded to more than
40 places across the United States serving over 100,000 meals every day. The chefs at Hard
Rock is modifying its classic American menu — hamburgers and chicken wings — to
include more prestigious items, such as braised lamb shanks and lobster tails.
As musical tastes change, Hard Rock Café transforms with new menus,
distributions, memories, services and strategies.
At Universal Studios in Orlando, Florida, a traditional tourist destination, Hard Rock Café serves
more than 3,500 meals a day. The café employs around 400 people. Most work in the
restaurant, but some work in the store. Retail is a characteristic every
most prominent in Hard Rock (since almost 48% of its income comes from this source).
The café employees include kitchen staff and waiters, hosts, and bartenders.
Hard Rock employees are not only competent in their job skills, they are also
music lovers and have an attractive personality.
The café staff is scheduled in 15-minute intervals to accommodate the changes.
seasonal and daily variations in demand generated by the tourism environment of Orlando. They are carried out
Regular surveys to assess the quality of the food and service of the café. It is rated on
a scale of 1 to 7 and if the rating is not 7, the food or service is a failure.
Hard Rock is putting new emphasis on live music and redesigning its restaurants.
to adapt to new tastes. Since Eric Clapton hung his guitar on the wall to
mark your preferred seat at the bar, Hard Rock has become the collector and exhibitor
leader of rock and roll memories, with exhibitions that move between its cafes throughout the
world. The collection includes thousands of pieces and is valued at 40 million dollars. For
to stay updated, Hard Rock also maintains a sitethe web, www.hardrock.com, which
receives over 100,000 visits per week, and a weekly cable television program on VH-1.
The brand recognition of Hard Rock, at 92%, is one of the highest in the world.
1. Based on your knowledge of restaurants, identify how each of the 10 are applied.
operations management decisions at Hard Rock Café.
A. Design of goods and services: while it is true that Hard Rock Café still remains as a
of the favorite restaurants, these not only focus on exquisite meals since
they also try to understand the preferences of others through market studies
people, and how having valuable music items increases attendance
of diners or visitors.
B. Quality management: each of the workers at Hard Rock focuses on
firmly committed to providing good service and the quality of the food they handle as well
They must be high, since as the note mentions well through the surveys that are
They check if the quality of the food is optimal.
C. Design of the process and capacity: the reception process must be optimal and the
Products that the company offers must meet the expectations of the customers.
they visit these establishments daily, and are always trying to innovate both processes
like the products that are offered.
D. Strategy and location: Hard Rock Café has always chosen to establish locations
where there is a lot of visitors and tourism as mentioned in the note, one of the most
important is located at UNIVERSAL STUDIOS, Orlando, Florida, and being this a
tourist place, there will never be a lack of clients of all kinds.
E. Distribution of facilities: as already mentioned, the company chooses to install a
branch where tourism is constant to maintain a steady production.
not only from food but also from the accommodation service, which also brings them many
profits to the company.
F. Human resources and job design: the mentioned company selects personnel with
competent work skills so that they maintain a work pace
I continue as the service requests, but also mention the note that when performing the
survey on both food and services in order to maintain quality in the service.
G. Supply chain management: having a website and additionally a
section on television often guarantees that the capacity of people in the restaurant is not
stay low and in this case as I had mentioned before they always seek to innovate the
service to stay in the favor of the people.
H. Inventory, material requirements planning, and just-in-time deliveries: as well
It says in the note, maintain a constant rhythm in the service, and that the deliveries are just on time.
time, maintain an inventory of ingredients for both drinks and food, guarantee
that the service is dynamic and optimal.
I. Medium and short-term programming: keeping the staff ensures that the service
Never lower in quality since it costs the company more to train.
constantly to the new staff that maintain those who already maintain a
greater experience and thus remain in the taste of the diners.
J. Maintenance: so that the establishments are always optimal it is necessary to
It is of utmost importance to maintain continuous preventive maintenance, these are
carried out by highly qualified personnel.
2. How would you determine the productivity of the kitchen staff and the waiters at Hard?
Rock?
The workers of that company are highly trained personnel as mentioned.
note, and this is achieved with constant training and thus maintaining a work order, to the
keeping the staff with a healthy work environment, makes them more efficient when performing a
service, and keep the customer pleased with the establishment, as mentioned, the staff
The kitchen seeks to implement new products.
The good morale of the staff ensures that customers always visit more regularly.
establishment.
3. How are the 10 AO decisions different when applied to the manager?
operations of the operation of a service like that of Hard Rock compared to a company of
cars like Ford Motor Company?
At the outset, Hard Rock Café focuses more on service, while Ford Motor Company focuses on goods.
how much the approach and the staff differ in training and aptitude, maintenance,
human resources, facilities, etc. They are different since what each of them offers is
different products, and for this reason it cannot maintain an exact organization and administration.
Another difference can also be the location since the car company requires
much larger space to maintain its production while the restaurant does not.
