Introduction

Pizza Corner is a fast food chain serving pizzas, burgers, pastas,

appetisers, sandwizzas and desserts. It is a brand of Global
Franchise Architects (GFA), Geneva and operates as dine-in
restaurants, delivery outlets and express kiosks. Operates over
100 outlets in India, China, Bangladesh, Thailand and Myanmar.
In India, it does not serve pork of beef products because of a
significant percentage of target customers are either Hindu or
Muslim. We have chosen Pizza Corner for our project because of
the huge number of IIMK students who eat regularly at the
restaurant. This gives us a good opportunity to judge the
organisation on many service aspects via the way of primary as
well as secondary research.
A few aspects of the organisation are highlighted below:
Mission: Provide wholesome food with various delicacies,
believe in creating the Wow experience for every customer by
serving a range of innovative range of delicious and high
quality pizzas in a fun, friendly and comfortable environment
Quality Policy: To continuously improve ourselves, our
standards & put our hearts into what we do so that we can
improve the customer experience at all our stores worldwide
Tagline: The way you like

Fast Food Industry in India

India has always been a food-loving country with each region
having its own special cuisine. Restaurant industry in India is
mainly driven by the youth aged between 15-44 years. With a
population of 1.2 billion and the largest number of youth on the
planet, opportunities for the quick service restaurant industry is
huge. About 10% of the fast food market in India is organized.
Indian fast food market is expected to grow at a CAGR of 18%
by 2020 due to changing consumer behaviour and demography.

Industry Drivers
India as a travel destination: India projecting itself as a
major tourist destination to the world abroad.

Changing demographics: Vast pool of working population in

India and rapid increase in nuclear families.

Operations Management: Maintaining Quality

Pizza corner focus on quality is reflected in its tagline: Best
Pizza through Quality and Innovation. It maintains quality of
products and services by exercising various quality control
measures starting from storage of raw materials to delivery of
service.
Raw Materials: Its first stored in deep freezer from where
the daily stock bought in walk in cooler. The expiry time
and date are put on each topping. Also the delivery bags
are properly sanitized.
Process Flow: Expiry dates are checked before using
toppings. Hair caps and gloves are used during
preparation. It makes use of consistent quantity during
preparation as well as advanced machinery and
equipment's to reduce cycle time
Service Delivery: Proper packaging to ensure that order
is delivered hot as well as fast. Trained employees are
used to deliver. Personality development and grooming
sessions for employees are held.

Service Environment
The environment in which an organization provides services
forms an essential part of the consumer experience by creating
a distinctive image and unique positioning. The caf has a
pleasing environment with nice interior decoration that looks
rich. It focuses on neat and clean environment. It engages
customers in fun activities like crosswords who come for dine-in
while the order is prepared.

Service Quality Indicators

Service quality indicators are used to analyse the restaurant.

The indicators are as follows: Individual and group reservation
facilities are available in the restaurant. Also home delivery
facility is available under 4kms. It also ensures faster delivery
time and Computer generated invoice.

Complaint Management:
This is one of the most important part of service design as it
helps in maintaining quality control and reduce customer
grievances. In the current context it becomes even more
essential so as to maintain repeat business and reduce
negative word of mouth for the organization. Complaint
management helps in maintaining quality control and reduce
customers grievances. It provides quick replacement of order
on genuine quality related complaints. Also the employees are
trained to handle customer complaints with ease to reduce
negative mouth of publicity.

Service Marketing
Service Delivery: Different offers and discounts are available for
both dine in and home delivery respectively. Orders can be
made via both Internet and Mobile Phones. Value for money by
competitive and affordable pricing. Quick delivery of food.
Delivery boys carry exact change with them for customers
convenience. Sometimes the food degrades its quality in case
of home delivery (loses crisp and becomes soggy). Only one big
table; mostly reserved for families. For customer closeness,
Pizza Corner adopts policies to keep in touch with the
customers to provide good quality food and services.
Delivery Policy: Both dine-in and home delivery (radius of 4
kms) available. Single and separate delivery number in each
city. No minimum amount requirements for free home delivery.

Insights from Management/Customer Interviews

We conducted an in-depth Interview with the manager of the

restaurant and also with 10 customers. The interviews were
used to get insights on what steps the restaurant takes to
ensure service quality, complaint management etc., which are
detailed in the respective sections of this report and were also
used to formulate a draft for our primary research surveys.
The pain points we found from the management interviews are
listed below:
1. The restaurant does not have a feedback mechanism,
where feedback can be given to any person in the delivery
chain such as the chef, delivery boy etc.
2. The restaurant does not have an online customer
engagement mechanism such as a Facebook page. This
makes it difficult to connect with customers and increases
the transaction cost of communication with customers
such as communicating about the latest offers.
The insights from customer interviews are listed below:
1. Mr. Shenshah Khan, Dine-in Customer: He said his
children love the colourful restaurant and cheese garlic
bread. However, He does not like that there is no parking
space for his car. He has to park it at other places and
walk back to the restaurant.
2. Ms. Vinita Vermam, Dine-in Customer: She said that it
is her preferred fast food restaurant in the area because of
the variety of vegetarian options and customisations
available. She says that pricing is an issue as eats here
very frequently but does not get any loyalty benefits.
3. Mr. Mirsab Khan, Dine-in Customer: He was visiting
with two of his friends. They were refused an offer (which
was applicable only on delivery/take away and not dine
in). He was not allowed to eat at the restaurant and had to
take away his food. His disappointment was clearly visible.
It is unacceptable to force such offers upon customers.
The staff should have been more understanding and
allowed them to dine in.

4. Mr. Yash Kumar (PGP19), Delivery Customer: He says

he is a regular customer and loves their non-veg pizzas,
especially the unique localised flavours like Lamb Keema.
He also says that he gets no discounts even while being a
repeat customers (need of a loyalty program)
5. Mr. Ranveer Singh (PGP20), Delivery Customer: He is
a fan of this place and has no big complaints. He however
says that sometimes the quality is not consistent and you
do not get what you paid for in case of
extras/customisations.
6. Ms. Saloni Jiwrajka (PGP19), Delivery Customer: She
thinks that the order taking staff needs serious retraining
as it is difficult to make them understand any
customisation request. She also says that she has
complaints like mis-delivery of food, non-responsive staff
and she thinks that these complaints are still unresolved.

Human Resource Management

Employee strength is not enough to server customers. The
Person who takes up calls for delivering pizza should be
thorough in atleast 3 languages (i.e. English, Hindi, Local
language). The person who takes order from the customer
should recommend pizzas that best matches their preferences.
If customers are waiting long for their food, then Pizza Corner
could engage them with certain activities (games). Pizza Corner
should keep the track of customers anniversaries and
birthdays and offer them special discounts on these occasions.