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Physical evidence and Servicescape of Fast Food restaurant

compared to Fine Dine restaurant

Group 8
Tanveer Gagnani D019
Abhinav Mittal B037
Abhinaba Chatterjee A037
Sarthak Mahajan C037
Saumya Saxena B050
SECTOR ANALYSIS- FOOD INDUSTRY

In terms of mode of retail, Indian food service industry is


dominated by physical or offline sales, accounting for almost 98% of
total sales value
Consumers prefer to eat their food hot and fresh. Almost 81% of
diners prefer to eat in while others tend to get it delivered
Key growth drivers : large share of young population, increasing
disposable income levels, changing consumer lifestyle, increasing
urban working women population
Upcoming trends in the sector: Technology as an enabler, growth
Food Service Industry Growth Forecasts- KPMG report
of organised food service sector, use of social media to stimulate
customer connect
Physical evidence and Servicescape of
Fast Food restaurant compared to
Fine Dine restaurant
Mainland China

Dedicated Chinese cuisine


7 Ps of Menu is large : sizeable number of
Service options
Marketing

Mc Donalds
1. Product
Customized to Indian tastes
Limited options to choose from their menu

4
Mainland China

Cost of fine dining is high


7 Ps of Quantity/Price is low
Service
Marketing

Mc Donalds
2. Price
Budget meals to cater to masses
Follows QSR(Quick Service Restaurants)
pricing methodology
Quantity/Price is high
5
Mainland China

Coupons available through third party


7 Ps of discounters
Service Highly targeted advertising for their niche
Marketing audience

Mc Donalds
3. Promotion
Various sales promotion in form of
bundling(combo meals), online coupons

6
Mainland China

Restaurant is mostly opened in large


7 Ps of spaces
Service Quick takeaway facility absent
Marketing

Mc Donalds
4. Place
Outlets can vary from size depending on
expected audience in locality
Take away driveways available

7
Mainland China

People involved :Valet parking, waiters, chef,


7 Ps of manager
Service Each one is well trained and groomed
Marketing Different uniforms

Mc Donalds
5. People
People involved : Serving staff, Cleaning staff,
Store Manager
Employees are trained about standard practices
to be followed
Standard uniform for whole staff
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Mainland China

Food is prepared as and when order is


7 Ps of placed
Service Customizations available as per customer
Marketing request

McDonalds
6. Process
Food is prepared at a central location and sent
to all the outlets to achieve standardization
Customizations not available

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Mainland China
Signage Employee dress

7 Ps of
Service Facility design Equipment

Marketing

McDonalds
7. Physical Signage
Employee dress

Evidence

Facility design

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Service Encounter Chart
Mainland China McDonald

Valet Parking
Welcome

Welcome
Customer need to search for table

Manager will contact and search for table


Go to counter to order

Service Delivery
Billing

Billing
Token no is given and collect your order

Check out
Check out

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Flower of Service

Information

Payment Consultation

Flower
Billing of Order Taking

Service
Exceptions Hospitality

Safekeeping
McDonalds Mainland China

Menu Displayed on board Premium booklet

Information

Flower of
Service
Diverse ranges of beverages,
Limited and similar
main course, desserts etc

Low Price High Price


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McDonalds Mainland China

Menu Items Not a detailed explanation Detailed explanation about


shared by waiter the item shared by waiter
Information Consultation

Order Customized advice given as


No customized advice per customer
selection
Flower of
Service

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McDonalds Mainland China

Order Self Service Table service

Information Consultation

Order
Taking
Flower of
Service
Reservation Reservation made on phone,
No reservations available websites etc

Membership
No membership Membership in clubs or
programs programs
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McDonalds Mainland China

Customization Limited customization of Customization of products


products available
Information Consultation

Order
Taking
Flower of
Service
Exceptions

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McDonalds Mainland China

Billing Combined bill Separate bill for food and


drinks
Information Consultation

Billing done while placing Billing done at the end of


Order order consumption
Taking
Flower of
Service
Exceptions Pricing
Low Price High Price

Billing

Charges
Service Tax applicable Service Charges applicable

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McDonalds Mainland China

Mode Cash; Card; eWallets Cash; Card

Information Consultation

Order Discount available of specific


Offers Cashback offers on specific
Taking
eWallets bank cards
Flower of
Service
Exceptions

Billing
Payment

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McDonalds Mainland China

At various points such as


Greetings Only at the counter
entrance, table etc

Information Consultation

Order Well maintained hygienic


Taking Toilets Available in few outlets washrooms for both genders
Flower of
Service
Exceptions
Hospitality Waiting Limited seating for waiting
No waiting facilities
facilities customers
Billing
Payment
Real time updating of waiting
time

Serves fries, coke and water


for customers waiting for long

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McDonalds Mainland China

Parking No parking facilities Parking facilities available

Information Consultation

Child care Child care facilities Child care facilities available


Order unavailable
Safe Taking
Keeping
Flower of
Service
Exceptions
Packaging Food simply wrapped in Food packed in proper boxes
Hospitality paper

Payment Billing

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The Servicescape - 5 Senses at play

Engaging customers senses has the potential to create a


unique dining experience and can be leveraged as a
branding tool to attract and retain customers

Sight Sound Smell Taste Touch


Sight Customers often assess restaurants with their eyes before deciding to eat its
food

Customer thoughts
related to sight

Identity Cleanliness
(For Me?)

Cuisine Experience
(Looks Good?)

Need
Seating
Satisfaction
Sound Music choices can set the pace of the environment and
influence customer behaviour

Customer thoughts
related to sound

Sounds like a fun place

The music is calming, I will eat


slowly and enjoy every bite

The sounds of the food


cooking is excitingIts almost
ready!
Asian Music/ Popular ChartBuster
Cotemporary Western (subjected to local dynamics)
Smell Aromatic cues can play a large role in enticing customers into a restaurant

Customer thoughts
related to smell Vegetable Oil
(cooking)
Sesame Oil (dressing)
Garlic, Spring Onion,
Soy Sauce (seasoning)
Aroma
inside the
restaurant Incense Sticks (booking
bay)
Lemongrass (seating)

Smell of Typical aroma that you get at any other


Food being
Cooked burger joint.
Taste Good food can be a lot of things, so dont box yourself in
with one interpretation

Customer thoughts
related to taste

I am not sure if I will like itI


will try a sample

That sample tastes deliciousI


am convinced

This sample tastes better than


I expected
Touch Haptic cues offer
confirmation of a particular
experience
Ensuring that every interaction the customers have
with the physical evidences matches the brands
vision

Customer thoughts
related to touch

These materials feel comfortable

My utensils feel unique and premium

My glass makes my drink feel special


Predictable Demand Patterns and Service Recovery

On the basis of Seasonality: On the basis of Seasonality:

Little/No change in Menu A certain change in Menu

Timings: Timings:
Opens during lunch and then
Opens Full time closes post afternoon to open
again at night
Service Recovery:
Service Recovery:
Free fries or cold drink Discount on bill

Coupons or next bill discount Free dessert


Alternative capacity management strategy

Part time: For peak season

Ask customer to share table

Cross training for employees

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Minimize Perceptions of Waiting Time

At times, customers arent even told The aesthetics are enough to


that there are no seats mesmerize you.
No Separate waiting area Separate waiting area (along
Physically uncomfortable wait feels with seating) at some locations
longer Explained and certain waits
The Order No. Board is there at some Provision of Authentic Chinese
locations which gives you the idea of the Food is a more valuable service
waiting time (of when the food is going for connoisseurs
to be ready)
Effective reservation system

Has no reservation facility Has reservation facility which


provides convenience and
The consumers are left certainty to the consumer
uncertain as to how much Hence, the service is actually
would it take for their turn to pre-sold
come, order to be processed Informs and educates customers
and when would they get the in advance of arrival through
seating messaging
The data that is captured also
Does not save customers to helps the restaurant to use
wait in line for service analytics so as to better serve
the consumer in the future
Thank You