restaurant - open kitchen

7/29/2019 Restaurant - Open Kitchen

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GAPs analysis of

Open Kitchen A Restaurant Chain


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Objective To identify the service gap for Open Kitchen

Analysis the service gap and come with better

suggestion.


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Products We provide quality services in the food and hospitality

sectors at affordable prices.

Our competency lies in offering Traditional South Indianand North Indian dishes.

In addition to this, our chefs are also specialized inpreparing varieties of deserts like Ice Creams, Milk Shakes,

Fruit Juices and delicious Sweets from pure ghee.

To meet the budget constraints of our clients, we offerthese services at competitive prices.


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Gap 1 (The Knowledge Gap)

Not knowing what customers expect

Problem Areas

Inadequate marketingresearch orientation

Lack of upwardcommunication

Insufficient relationship focus

Inadequate service recovery

Customers Expectations:

Hygienic & Quality Food Fast Service

Ambiance

Restaurant Locations

Parking Facility

Cleanliness

Value for money

Fun place for kids

Staff Politeness

Solutions:

Drive through locations for Restaurants

Providing good hygiene and wholesome meal at affordable rates across chains

Encouraging open kitchen and focus on hygiene

Maximizing number of outlets in the city without degrading service quality

Gaps

Expected service betweenperceived

No speedy service Limited variety


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Gap 2 (The Service Design & Standards Gap)

Not having the right service designs and standards

Problem Areas

Poor service design Absence of customer-

driven standards

Inappropriate physicalevidence and service scape

Service Expectations:

Ordering Process- slow or fast

Time to get ordered food

Prices Vs Food quality as wellquantity

Variety in Menu

Politeness of Staff Mismatch in order

Restaurant Ambience

Payment facilities

Free Wi-Fi etc advanced facilities

Solutions: Best possible service design considering demographics of location. Sufficient staff for intake and order processing Personal attention to customers by staff, specially for kids. Credit card facilities Loyalty programme

Gaps

Staff is not very cordial Limited menu No credit card facilities


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Gap 3 (The Service Performance Gap)

Not delivering to service standards

Problem Areas

Deficiencies in humanresource policies

Customers who do notfulfill roles

Problems with serviceintermediaries

Failure to match supplyand demand

Indicators :

Lack of commitments

Poor HR practices

Lack of training

Rude behaviors of Staff

Poor Supply chain

Poor recruitment practice

Home deliveries

Inappropriate salary for staff

Solutions:

Selection criteria for recruitment should be followed strongly.

Training should be imparted to staff

Gaps

Finding experienced chefs Proper storage facilities for

perishable products

Unskilled labour


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Gap 4 (The Communication Gap)

Not matching performance to promises

Problem Areas:

Lack of integrated servicesmarketing communications

Ineffective management ofcustomer expectations

Overpromising

Inadequate horizontalcommunications

Indicators:

Poor Marketing &Promotions

Poor internal teambonding

Operating Hours

Promotional offers Failures to deliver the

promises

Solutions:

Offers ATL & BTL activities

Public relations

Gaps

Unattractive menu No BTL activities Absence of good compelling

offers to attract new customers


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SegmentationWorking class

Family

College students

Demographics

Income: 3 7 lacs

Age: 18 to 36


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Targeting Nuclear Families

Fresh Graduate

Outstation Employee Bachelors


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Differentiation Open Kitchen and hygenic


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PositioningValue For Money and hygienic


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8 Ps

Product-Traditional Indian, Chinese &Italian

Price-Affordable(only food 250 plus)

Place-corporate hubs & busy streets Promotion-ATL,BTL & PR,LOYALTY Programs

Packaging-

People-courteous, skilled & well trained, smart

,patience

Process-modular kitchen, valet parking

Physical evidence-ambience ,theme & aesthetic


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restaurant - open kitchen

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