SERVICES

MANAGEMENT
 INTRODUCTION
Origin in Indore, MP Mumbai in 2006.
HO Bangalore | CEO Prosenjit Roy Choudhury
First outlet in Pali Hill, Mumbai 50% return
customers in first 6 months
Revenue: 200 crore (2013); 350 crore (2014 expected)
2006 to 2008: From single to 13 outlets. Today 37.
Plans to add 34 new outlets by end 2016.
Jaipur (1), Lucknow (1), Guwahati (1), Delhi & NCR (8),
Gurgaon (1), Chandigarh (1), Mohali (1), Ahmedabad (1),
Surat (1), Vadodara (1), Hyderabad (2), Mumbai (6),
Pune (4), Bangalore (6) & Chennai (2)
INTRODUCTION
COMPETITORS
 Evidence
SERVICE BLUEPRINT
Physical

Exteriors Svc. Staff Drinks Buffet Bill

Parking Dcor tray spread
Ambience Presentati Availability
CUSTOMER

on Menu Taste
Self-
Arrive at Check Receive Pay bill
serve Ask for
Restaura avail. & drinks & and
from bill
nt take seat starters leave
buffet
CONTACT EMPLOYEES

Greet & Serve Replenis

(Front of house)

Invisible Visible

Process
take drinks & h buffet
Bill
order starters counter

Prepare
drinks

Grilling Re-
Payment
UPPORT PROCESSES of heating
system
(Back of house) starters of food
BACKEND PROCESS
SERVICE RECOVERY
STRATEGY

Quickly
Act
Fail-safe
Service
Treat Customers
the Service Recovery Fairly
Strategie
s
Experiences

Learn from
Recovery
SERVICE MARKETING
TRIANGLE
 INTERNAL MARKETING
Careful selection of employees - 2500 | 18,000
given Psychometric test only 15% passed.
25% profits earmarked for employees
100% reward bonus for meeting standards, No
Tips.
Customer
BRANCH 25% Satisfaction
EVALUATIO
50% Staff Satisfaction
N & Attrition
25%
Costs & Sales
EXTERNAL MARKETING
EXTERNAL MARKETING
INTERACTIVE MARKETING
Identity | Image | Perception |
Position
What The Brand
Location In The Stands For And A
Mind Of The 1. Promise To The
4. Position
Customer. Identity Customer

3.
Percepti 2. Image How Customers &
Helps In Deeper on Others Perceive
Association &
The Brand
Recall
Identity | Image | Perception |
Position
Unique live-grill
VFM, Group Dining. embedded onto
the table,
1. A full course
4. Position buffet with blend
Identity
of various
cousines,
The ambience.

Pre-fixed price:
Planned budget,
3. Excellent quality
Unlimited assembly Percepti 2. Image of food,
of dining experience on Appealing dining
(food, music &
experience,
liquor), consistent
Efficient and
taste, hassle free
prompt service
dining
quality
 BRAND LADDER
Allows feeling of Special occasions such
Live BBQ party as Bday, Anniversary
Youth feeling as made special by
food & ambience is employees at no extra
charge.
not traditional, livelyASPIRATIONAL
new-age music Playing fav music,
Prompt service
BENEFITS
complementary
instigate a repeated cake/dessert, etc

visit for a relaxing
Continuous/consiste
time
EMOTIONAL BENEFITS nt serving of food.
Grill enhances
taste
FUNCTIONAL BENEFITS planned
Parties can be
owing to
pre-fixed prices

FUNCTIONAL ATTRIBUTES
 Competitive Strategy
Strategies Typology
Market Nicher
Dominance
Strategy
Innovation Pioneer
Strategy
Intensive Growth Market Penetration;
Strategy Market Development

Growth Strategy Intensive

Generic Strategy
 Bibliography
http://forbesindia.com/printcontent/35427
http://www.barbeque-nation.com
https://www.facebook.com/BarbequeNation

http://www.foodandhospitalityworld.com/sections/
market-section/1572-barbeque-nation-to-expand-
live-grills-to-10-more-outlets