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7/29/2019 Restaurant - Open Kitchen
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GAPs analysis of
Open Kitchen A Restaurant Chain
7/29/2019 Restaurant - Open Kitchen
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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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