Services Marketing | Group Project A.1 RESTAURANTS A.

2 Direct Mail
Website Sales Promotion

Submitted By: WMP | Group 6

A.3 ESSENTIAL SKILLS REQUIRED FOR RUNNING A RESTURANTS SERVICE.

Competency in cooking and food preparation Planning and organization Efficiency Ability to work under pressure

Skill in problem solving and crisis management Ability to deal with clients confidently and successfully

Indian Institute Of Management, Lucknow (Noida Campus)

Services Marketing | Group Project

Submitted By: WMP | Group 6

SERVICE FAILURE: FISHBONE

Indian Institute Of Management, Lucknow (Noida Campus)

Services Marketing | Group Project

Submitted By: WMP | Group 6

B. FUTURE ANALYSIS OF RAJDHANI RESTAURENT

B.1 Future vision of the enterprise

Description of plans The Barots are gearing up to debut the Rajdhani brand in England via a franchisee deal with Britishbased Indian fast food chain, Shakuni. Part of Shakuni's existing South London 250-seater restaurant will be overhauled and remodelled on the popular Thali brand set piece. The two incumbents will also consider more franchise opportunities in light of the franchisees' restaurant chain in Britain. The latest franchise is part of a larger overall thrust on local and international expansions which is being planned under a newly launched holding company, Encore Hospitality, to serve the objective. The company will focus on ownership and franchise projects in the wake of forays into the north Indian markets with flagship brands, Rajdhani and Revival. Says Encore Hospitality director, Kamlesh Barot, Encore will have a separate office run by a corporate manager, purchase manager and stewards that service the existing and upcoming properties. The company has appointed an individual known as the Responsibility Centre (RC) who will be trained at one of the existing properties and will then be entrusted with the task of setting up subsequent franchise outlets. Going forward, they hope to add another five editions to the existing chain of five Rajdhanis, taking the tally to ten by November 2005. "The Rajdhani franchise in Australia has been well received in Sydney and it enjoys a considerable advantage over the conventional small establishments that suffer from labour turnover and sourcing of ingredients which is predominantly local. The Sydney Franchise is already ranked as the third best Indian speciality restaurant in the city. Expanding further into other Australian cities unfortunately has proved to be an uphill task as work visas are an issue. Further expansions into Western Europe though is quite a possibility as the restaurant chain that we have the franchise agreement with tied up with, has eight other outlets in the region so the options are always open depending on how the first franchise fares. South East Asia is not very encouraging, as the governments are not that open. I did consider Kuala Lumpur but faced a tough task when trying to convince the Malaysian government to set up an Indian restaurant," Barot revealed.

B.2 SWOT ANALYSIS OF RAJDHANI THALI RESTAURENT

1. STRENGHTS THALI Unlimited food

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Services Marketing | Group Project

Variety in the menu Excellent service

Submitted By: WMP | Group 6

Traditional ambience attracting customers from all sects Rates as compared to the other restaurants are nominal Location Inorbit mall, Malad Taste & requirement according to the customer preferences Nominal wastage per day Quality - Assurance & Reliability

2. WEAKNESS No Home delivery service Less sitting space for customers- less dining area Waiting time Restriction on abroad licensing Penetration more on the Gujrati & Marvadi community

3. OPPORTUNITIES Planning to start services of take away parcels Tie- ups with the other service sector including airplanes & railways More traditional touch with live folk dances Collaborating with call centers of Mumbai on large scale Franchise openings Launching at a global level Opening restaurants targeted to a specific community- marketing research to be made.

4. THREATS Competitors serving thali- Panchavati

Indian Institute Of Management, Lucknow (Noida Campus)

Services Marketing | Group Project

Submitted By: WMP | Group 6

Young generation preference for Pizza hut, Caf coffe day etc. Restaurants with varied cuisines Modern polished restaurants

C. SERVICE BLUEPRINT
C.1 The service blueprint consists of 5 components:
Customer Actions Onstage / Visible Contact Employee Actions Backstage / Invisible Contact Employee Actions Support Processes Physical Evidence

1. Customer Actions This component contains all of the steps that customers take as part of the service delivery process. This element is always on top of the service blueprint. 2. Onstage / Visible Contact Employee Actions This element is separated from the customer actions by a line of interaction. These actions are face-to-face actions between employees and customers.

3. Backstage / Invisible Contact Employee Actions The line of visibility separates the Onstage from the Backstage actions. Everything that appears above the line of visibility can be seen by the customers, while everything under the line of visibility is invisible for the customers. A very good example of an action in this element, is a telephone call; these is an action between an employee and a customer, but they dont see each other.

4. Support Processes The internal line of interaction separates the contact employees from the support processes.

Indian Institute Of Management, Lucknow (Noida Campus)

Services Marketing | Group Project

Submitted By: WMP | Group 6

These are all the activities carried out by individuals and units within the company who are not contact employees. These activities need to happen in order for the service to be delivered.

5. Physical evidence For each customer action, and every moment of truth, the physical evidence that customers come in contact with is described at the very top of the service blueprint. These are all the tangibles that customers are exposed to that can influence their quality perceptions.

C.2 Blueprint of Rajdhani restaurant.

Please refer the schematic given below:

Indian Institute Of Management, Lucknow (Noida Campus)

Services Marketing | Group Project

Submitted By: WMP | Group 6

C.3 Interpretation of the blueprint.

The figure above is the service blueprint of Rajdhani restaurant. This blueprint is prepared considering all the components of a service blueprint which are the customers, on-stage or visible employees actions, invisible or backstage employees and the support process. A restaurant is a service which is high in experience quality and is positioned right in the middle of the goods service continuum. Thus, the quality of the service can be judged not only on the basis of intangible elements such as the foods taste and aroma, ambience, etc but also the tangible elements such as the interior and exterior of the restaurant, furniture, menu card Parking lot etc. On top of the blueprint are the tangible components of the service delivery process are mentioned such as the menu cards, foods and beverages, furniture etc which act as the physical evidence to the customer. The three lines that are visible in the blueprint are the lines of external interaction, lines of visibility which is further divided into on-stage and backstage actions and the last which is the line of internal interaction.

The internal arrows connecting the boxes represent the service encounters in the service delivery process and the moment of truth where the service provider and the customer come face to face.

The circular designs between the boxes are the bottlenecks or the potential point of failures which can occur if the service is inefficient or poor.

C.4 The delivery process

1. The service delivery process starts right from the point the customer arrives at Rajdhani restaurant and enters the restaurant.

2. He is greeted by the host, if there is place then he is guided to a vacant table and if there is no place then the host puts his name on the wait list and leads him to the waiting area. This could be a potential point of failure if the customer has to wait for too long.

3. After a table gets vacant the host calls the name of the customer and leads him to the table.

Indian Institute Of Management, Lucknow (Noida Campus)

Services Marketing | Group Project

Submitted By: WMP | Group 6

4. The customer then goes through the menu and orders for the food he likes. The waiter takes the order and passes it to the kitchen department where the chef prepares the order. This is a backstage activity which is beyond the visibility of the customer. 5. The waiter then picks the order from the kitchen and serves it to the customer. This is an on-stage activity and is visible to the customer. Here, there is another possibility of failure which could be poor service and unsatisfactory food.

6. The customer consumes the meal and asks for the bill. The bill is bought by the waiter, the customer pays the bill and leaves the restaurant.

7. The bill is then registered with the restaurant staff.

8. The host who takes the customers names on the waiting list and the kitchen department acts as the support team in the whole delivery process.

Indian Institute Of Management, Lucknow (Noida Campus)