Operational Processes and Performance Objectives of Dinner by Heston Blumenthal

This report explores the operational processes and performance objectives of Dinner by Heston Blumenthal, a restaurant in London offering modern dishes inspired by British Gastronomy. It includes an overview of the company, services offered, current demographic targeted, location, key operational processes, four V's of operation management, seven wastes, and recommendations for improvement.

Operations Management and Service Excellence
8/8/2018
Dinner by Heston Blumenthal

Operations Management and Service Excellence 1
Contents
Introduction......................................................................................................................................3
Overview of company..................................................................................................................3
Time schedule..........................................................................................................................3
Services offered.......................................................................................................................4
Current demographic targeted by restaurant............................................................................5
Location...................................................................................................................................5
Key operational processes...............................................................................................................8
Four V’s of operation management.............................................................................................9
Volume dimension.................................................................................................................10
Variety dimension..................................................................................................................10
Variation dimension...............................................................................................................11
Visibility dimension...............................................................................................................12
Seven Wastes.............................................................................................................................12
Waste of inventory.................................................................................................................13
Waste of overproduction........................................................................................................13
Waste of defects.....................................................................................................................14
Performance Objectives.................................................................................................................14
Quality.......................................................................................................................................14
Improvement areas.................................................................................................................15

Operations Management and Service Excellence 2
Cost............................................................................................................................................15
Improvement areas.................................................................................................................16
Flexibility...................................................................................................................................18
Improvement areas.................................................................................................................18
Speed..........................................................................................................................................18
Improvement areas.................................................................................................................19
Dependability.............................................................................................................................19
Improvement areas.................................................................................................................19
The supply chain of organisation...................................................................................................20
Improvements to operation............................................................................................................22
Conclusion.....................................................................................................................................25
Bibliography..................................................................................................................................26
Appendix........................................................................................................................................29
Appendix 1.................................................................................................................................29

Operations Management and Service Excellence 3
Introduction
The aim of the report is to investigate the operational processes that are used in a small business
organisation. The organisation that has been selected for the analysis is Dinner by Heston
Blumenthal. Dinner by Heston Blumenthal is a restaurant that is offering its service in the UK.
The report includes the analyses of the key operational processes that are used by the restaurant.
Along with this, there is critical discussion related to the five performance objectives that are
related to the company. These performance objectives support the working and the operations of
the company. This report also includes the discussion related to the supply chain of the company
which is considered as one of the important function. In the end, there are recommendations for
the operations to bring improvement in the business operations.
Overview of company
Dinner by Heston Blumenthal is a restaurant that is situated in London, England. The restaurant
came into existence in the year 2011 in January (Open Table, 2018). In the year 2014, the
restaurant gained a Michelin star within a year and along with this, it was listed in the fifth
position on The World's 50 Best Restaurants in the magazine of restaurants. The restaurant is
currently headed by the Fat Duck Head chef and Ashley Palmer-Watts (Dinner by Heston
Blumenthal, 2018). The menu that is offered by the company includes modern dishes that are
inspired by the historic British Gastronomy.
Time schedule
The restaurant is open for 7 days a week,
Lunch- 12:00 until 14:00 Monday to Friday

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Lunch- 12:00 until 14:30 Saturday and Sunday (includes public holidays)
Dinner- 18:00 until 22:15 Monday to Friday
Dinner- 18:30 until 22:30 Saturday and Sunday (includes public holidays)
Figure 1 Timings of Dinner by Heston Blumenthal
(Source: (Dinner by Heston Blumenthal , 2018)
Services offered
The restaurant offers the service of lunch and dinner facility which is inspired with British
gastronomy. A La Carte menu is available for the lunch and dinner with the additional set lunch
menu that is offered from Monday to Friday that excludes public holidays (Dinner by Heston
Blumenthal , 2018). The restaurant interior is conceived as a subtle, elegant portrait with the
contemporary and innovative services that are offered by the company.

Operations Management and Service Excellence 5
Figure 2 Elegant portrait
(Source: (Dinner by Heston Blumenthal, 2018)
Current demographic targeted by restaurant
The current demographic to which the restaurant offered the services include the both male and
female irrespective of particular age group which means the age group of the customers targeted
by the company include 5-20 years, 20-35 years, 35-40 years and above. This has been observed
that in the list of visitors there is the presence of very few children’s with their parents (World
popultaion Review, 2018). There is a rise in the customers at the time of the breaks and on the
weekends.
Location
The location of the restaurant is a very prime location in the market in London because the
restaurant is near to the Knightsbridge which is an exclusive residential and retail district in
West, London. Along with this, it is identified as one of the two international retail centres in

Operations Management and Service Excellence 6
London. Along with this, the restaurant is near to the Bucherer Rolex, which is one of the big
retailers (Rolex Bucherer, 2018).

Operations Management and Service Excellence 7
Figure 3 Location of Dinner by Heston Blumenthal
Figure 4 Dinner by Heston Blumenthal Map
(Source: (Dinner by Heston Blumenthal, 2018)
The map shows the place with its nearby location which reflects that the area is a prime area due
to which the restaurant is able to grab the attention easily. The maximum capacity for the guest
available at the restaurant is for 100 people. Along with this, this is the fact that restaurant is
currently operated by 2 chef with some helpers (Open Table, 2018).
Figure 5 Dining area
(Source: (Flying Fourchette, 2018)

Operations Management and Service Excellence 8
Key operational processes
The operational process is an organised set of activities or task that produces a specific product
or service. Every business performs the set operational process with the help of which they can
easily meet the needs of their customers (Jacobs et al., 2014). The below given is the operational
process of the Dinner by Heston Blumenthal.
(Source: By author)
The restaurant follows the set process with the help of which the restaurant can achieve their
goals and objectives. The below given is the day to day operations that is followed by the Dinner
by Heston Blumenthal.
Inputs
Restaurant will input the raw material which
include vegetables, meets, and other
necessary raw material for serving the beers.
The resources also support the working and
operations of the restaurant. These resources
include the need of the experienced chef with
the knowledge of the British style cooking.
In the end, the restaurant needs other
material which helps them in making the
interior effective for the guests.
Along with this, there is need of some
equipment’s that helps in serving the products
for example plates and cutlery.
Processes
Processing of the food products will take
place.
The effective and efficient use of the resources
is essential for the restaurant.
Food delivered to the guest according to the
order.
Outputs
Making the customer satisfy with services
Collecting the payment of ordered products

Operations Management and Service Excellence 9
(Source: By Author)
This is the set process which takes place when the customer visits the place for consuming the
services and products (Bamford & Forrester, 2010). This is the day to day process which takes
place within the restaurant on the regular basis almost irrespective of the size and location of the
place. This process includes the arrival of the customers within the Dinner by Heston Blumenthal
restaurant then staff greets the customers and they take the seat. Customers at the restaurant get
the menu and make the order. From this point, the key processes initiate in which the processing
of the food takes place with the use of the raw material. This raw material includes the fresh
veggies, juice, beer and many others which are used to make the final order of customer. Then
the process of serving the food will take place and the customer makes the payment for the food.
Four V’s of operation management
Every business in the market performs the operational processes keeping the things constant like
inputs, processes and raw material. The restaurant performs their business operations in the
different ways which can be known from the four V’s which include Volume, variety, variation
Customer
arrives
Customer
enters
Customer is
seated
Customer
recieves
greetings
Customer
receives the
menu
Customer
order for food
Order recieved
by the
customers
Customer
consume the
product
Payment is
done by
customer

Operations Management and Service Excellence 10
and visibility. These four V’s of the operation management affect the working of the restaurant.
This is the reason due to which the impact of four V’s operation management is explained with
the reference to the restaurant Dinner by Heston Blumenthal.
Volume dimension
The volume dimension shows the way through which the business organise the high volume of
products and services with low cost (Goetsch & Davis, 2014). The volume dimension is
important for the company as low volume of the operation leads to be the less repetitive with the
staff that are performing the same sort of functions. On the other hand, the high volume can
easier satisfy the higher level of demand since the production is faster due to automated
activities. Dinner by Heston Blumenthal restaurant performs the operation in the high volume
because they get the customers on the daily basis because of the advantage of location.
Along with this, most of the customers visit the place because they found British recipes with a
modern twist. According to the analysis, this has been found that the restaurant was able to sell
some 900 Meat Fruit (a dish offered by restaurant) per week in the month of November 2011. At
that point of time, the restaurant decided to increase the supply up to 1200 a week. This shows
that the volume of products produced by a restaurant was high in volume.
Variety dimension
The variety dimension includes the variety of products and services to be produced and offered
by the restaurant to their customers. High variety of the products helps the restaurant in meeting
the needs of the product (Goetsch & Davis, 2014). This shows that the flexibility in offering the
products and service is present. The menu at Dinner by Heston Blumenthal is accompanied by

Operations Management and Service Excellence 11
the eclectic selection of global wines with a cocktail bar that offers an exclusive bespoke range
of drinks, infusions and distillations.
The restaurant offers the products are the modern dishes which are offered by the company and
these recipes are inspired by the history of British cooking. Along with this, the restaurant menus
are different than the regular menu which includes the private dining, chef’s table, wine and set
lunch menu and A La Carte menu. (Refer appendix 1)
Figure 6 private dining of restaurant
(Source: (Dinner by Heston Blumenthal, 2018)
Variation dimension
The variation dimension is referred to as the level of demand changes within a period of time due
to the external forces. Though, this is the fact that the number of factors makes it difficult to
expect the variation (Managers Door, 2013). In London, the demand of the customers for the
products changes according to their preference. In addition, the demand also changes with the

Operations Management and Service Excellence 12
change in the weather of the place. The place is considered a popular tourist destination due to
which people who visit the place come with new demand and preference. Considering the same,
the restaurant offer the variation in their dishes which is clear from the image given below: -
Figure 7 Different dishes offered by restaurant
(Source: (Skyscanner, 2018)
Visibility dimension
The visibility refers to as the customer ability to track the experience or order through the
process of operations (Krajewski et al., 2010). Dinner by Heston Blumenthal put efforts to offer
the delight experience or service to their customers which are one of the positive elements.
Moreover, the feedback and reviews to the company are one of the ways in which they can track
the experience of the people with the service offered by them.
Seven Wastes
The management or elimination of the waste is one of the effective ways through which the
company can contribute to increase the productivity of the business operations. The seven wastes
is a tool to further categorize “Muda” and were originally developed by the Toyota chief
engineer Taiichi Ohno as the core of the Toyota production system that is known as lean

Operations Management and Service Excellence 13
manufacturing (Lean Manufacturing Tools, 2018). The below given is the description of three
major waste which is required to be maintained by the Dinner by Heston Blumenthal. These
wastes are inventory, overproduction and defects which are discussed: -
Waste of inventory
The inventory cost includes the cost of raw material that is used by the company for the
production. The excess of inventory procure by the restaurant leads to the problem for the
manager because they will find the waste of money as well as material that is procured by them
(Poppendieck, 2011). Dinner by Heston Blumenthal restaurant needs to manage this waste for
which they can plan for the raw material that they are willing to procure for meeting the needs of
the people. The planning for the products will reduce the waste.
Waste of overproduction
The overproduction is the production more than the demand and this wastage generally takes
place in the restaurants. The two types of overproduction waste that takes place include when the
chef prepare excess then the order of the customers because this leads to the waste of raw
material or the amount that is produced by them. Another waste takes place when the chef offers
excessive food to the customers on plates. The excessive food that is offered to the customer gets
waste when the customer leaves it on the plate. This waste also hampers the experience of the
customer because they generally expect the food for which they had paid the amount. The
restaurant manager needs to take the step so that they can reduce the waste as for which the chef
is requested to cook the food in the appropriate amount.

Operations Management and Service Excellence 14
Waste of defects
Waste of defectives results in rework or scarp is a tremendous cost to the organisation. The
defects take place in the quality of the products as the restaurant will not be able to meet the
needs of the customers. In the restaurant, the chef performs different functions together due to
which they might lack behind in the quality which is a defect (Modi & Thakkar, 2014). The chef
of the restaurant needs to be very particular while serving the dished to their customers. For
example; the chef served red wine instead of the normal wine. This leads to the defect of the
product and defect of the customer service. This has been recommended to the chef to serve the
things according to the needs of the customers.
Performance Objectives
The five performance objectives are one of the major reason due to which they will be able to
perform their day to day operations. Along with this, the objectives will bring the improvement
operations of the company which is essential for achieving the goals and objectives.
Quality
The food quality is quality characteristics of food that is acceptable to the customers. The quality
includes the consistency in the product that is offered with the specification. Customers expect a
lot from the quality food, drinks, taste and others as this helps in meeting the needs effectively.
Customer’s expectation from Dinner by Heston Blumenthal includes: -
 Good flavour and effectively pleasing food served with the normal temperature
 Attentive and supportive staff with effective communication skills
 The decorum should be maintained on the floor with the clean appearance
 Hygienic kitchen and proper use of gloves while preparing the food

Operations Management and Service Excellence 15
Improvement areas
Dinner by Heston Blumenthal restaurant is handled by the chefs who are experienced and know
the style of the British cuisine. This is evident by the feedback or review shared by the customers
who visited the place (Trip advisor, 2018). This is the main reason due to which the restaurant
received the positive reviews for the food that is offered by the restaurant. Along with this, on
trip advisor, the restaurant received the rating of 4.5 on the basis of 4,734 reviews by the
customers (Trip advisor, 2018). Though, the reviews reflect that restaurant lack somewhere in
the quality of food which means taste and quantity of the dishes is offered by them.
According to this, the company needs to bring the improvement in quantity that is served by the
company with quality as this will make the customer satisfaction. In addition, the company
should introduce the new products on their list which will help them in attracting the new
customers.
Cost
The cost includes the everyday expenses that are associated with the everyday operations and the
company is supposed to pay that amount.
 British style cuisine with the modern changes and affordable.
 The time cost of waiting
Dinner by Heston Blumenthal restaurant needs to go through huge amount for the managing the
operations which include high amount that company pay for sourcing the raw materials,
equipment’s and other services. Along with this, the restaurant needs to incur the payroll, rent,
office, supplies, utilise, marketing and other expenses. In addition, it has been found that the

Operations Management and Service Excellence 16
company is lacking behind in terms of the value as the restaurant received the rating of 4 from
the customers. This is clear from the image given below: -
(Source: (Trip advisor, 2018)
The image presents that the value that is received by the company is less worth than the money.
The rise in the prices might take place due to suppliers as they ask for the high prices for their
raw material. In addition, the sourcing of products from the suppliers at the high prices also
increases the cost of the dishes.
Improvement areas
Dinner by Heston Blumenthal restaurant needs to reduce their daily expenses due to which the
cost will reduce. Moreover, this will provide the benefit to the company in terms of the money.
The rating of value shows that the price that is asked by the restaurant is high as compared to the
services and products offered by them. The company scored less in value because many
customers thought that they are not getting value for the amount they are paying. The manager
should focus on the worth of money concept which will help in satisfying the needs of

Operations Management and Service Excellence 17
customers. Therefore, the manager should decrease the amount of the dishes that are served by
the company.
Considering the fact this has been found that the suppliers charge the high amount to the
restaurant due to which the cost of the dish increases which is evident from the menu of
restaurant. This rise in the prices affects the customer experience with the restaurant. Therefore,
the company should find out those suppliers who can offer the quality and fresh raw material at
the minimum prices as this will help in increasing the affordability of products.
The below image gives the idea for the cost that is incurred by the restaurant for sourcing the
products in a month: -
Figure 8 Cost sheet

Operations Management and Service Excellence 18
Flexibility
Flexibility over here is the objective which contributes to the performance of the company.
Every customer present in the market of London wants the product according to their choice.
Some of the expectation of the customers: -
 Availability for the dietary dishes
 Wide options of different flavours of the different region
 A specific description of the ingredients for the customers
Improvement areas
Dinner by Heston Blumenthal is able to provide the classification of every dish as this is the way
through which they can generate the awareness about the ingredients (Dinner by Heston
Blumenthal, 2018). This will lead to the customer satisfaction as they don’t order the product
that leads to the allergy. Though, talking about the wide options for the different flavours of the
different region is missing. This might affect the tourist who visits the place and the restaurant
for the dinner and lunch. Along with this, the chef needs to create the new dished which include
the dietary ingredients. These dietary dishes support the restaurant for attracting the new
customers and meeting their expectation which leads to satisfaction.
Speed
The speed is elapsed time from which the customer has ordered the food to when it is served to
the customers. Customers have some expectations which are: -
 Minimum waiting time for the vacant seats
 Minimum waiting time for the food to be served after the order

Operations Management and Service Excellence 19
Improvement areas
The waiting time for the vacant seats is effectively managed by the customer but somewhere the
restaurant lack in managing the waiting time for the dish. The normal waiting time for the dish
falls between the 15-25 min. Though, this waiting time increase at the time of peak along with
this the vacant seats waiting time also increases sometimes. The effective and efficient
management of the waiting time is essential for the restaurant to deliver the delight experiences.
Dependability
Dependability includes the likelihood of the service getting done in the reasonable time with the
expected quality. The expectations of the customers are: -
 Reservation should not extend the waiting time
 Food at a reasonable price but with good quality
Improvement areas
Dinner by Heston Blumenthal needs to ensure that they don’t compromise with the quality when
the price of products decreases. The management of the waiting time can be resolved by hiring
the new employees in the kitchen. The chef should manage the team effectively so that the
waiting time can be reduced and they can make the place for the other customers (Dinner by
Heston Blumenthal, 2018). Along with this, there is a need for the people who can effectively
and politely speak to the customers when they don’t find the space in the restaurants.

Operations Management and Service Excellence 20
The supply chain of organisation
Supply chain management is referring to as the management of the flow of goods and service
which involves the movement and storage of the raw material or the finished goods. Dinner by
Heston Blumenthal follows the below-given supply chain: -
Hotel
suppliers
Receiving
section Store Chef
(Kitchen)
Returning
product
Order
Purchasing
section
Processing
of food
Serve it to
the
customer
End

Operations Management and Service Excellence 21
(Source: By author)
In the supply chain, the restaurant sources the raw material from the hotel suppliers which
include meat, vegetables, dairy products and some other products (Christopher, 2016). The
suppliers that the company deals with are located in London only as these suppliers offer the
products with no additional charges. In the next step, the Dinner by Heston Blumenthal
restaurant procures the raw material so that they can make use of it effectively and on time.
These products are stored in the store of Restaurant. The restaurant doesn’t procure food
products for the longer period of time because they are aware that these products get damaged.
Along with this, the restaurant needs to make use of the inventory management techniques.
These techniques are: -
 Track the inventory
 Use of software by the restaurant
In addition, the Dinner by Heston Blumenthal can make use of the just in time approach which
will help the company in managing the supply chain effectively. The JIT approach is one of the
management approach or strategy that aligns raw material orders from suppliers directly with the
schedules of production. This strategy will reduce the flow time of the products that are mainly
used by the company (Wong et al., 2011).
Though, some of the equipment’s are also purchased by the restaurant which can be procured by
them for the longer period of time. Once the store food reaches to the chef kitchen they perform
their job responsibility. The restaurant makes use of stored products for manufacturing the dished
that they serve their customers. These products are consumed on the basis of orders that are
received by the company on the daily basis. Thus, it is very essential for the manager to check

Operations Management and Service Excellence 22
the place where they are storing their products (Hugos, 2018). The place where the products are
stores is required to be neat and clean so that it can’t impact the goods that are stored.
After manufacturing the dishes with the quality and fresh products the restaurant serves those
products to their customers. The flavour and taste of the products that is served to the customers
are one of the ways to serve the best experience to the customers. Along with this, the friendly
and supportive behaviour of the staff helps in offering the delight experience to the customers.
Improvements to operation
Quality is consistently producing service and products to specification helps the restaurant in
generating the customer satisfaction. The quality of the products matters a lot for the company as
this is the only way through which the restaurant can contribute to managing delight customer
experience.
Dinner by Heston Blumenthal need to implement the quality management processes as this is the
only way through which the restaurant can achieve the quality that is expected by the customers.

Operations Management and Service Excellence 23
(Source: (Microsoft, 2018)
Quality assurance includes product testing and management of nonconforming material. The
management process of the quality help guarantees a high level of product quality in the supply
chain. These processes also support optimizes the supply chain processes and lead to the
customer satisfaction. This process of the quality management helps the restaurant in tracking the
issues, solutions and other elements.
It is essential for the Dinner by Heston Blumenthal restaurant to create the quality orders which
may lead to the customer satisfaction. Along with this, the documents test results help in
identifying the results are fulfilled or not. The company is making the use of the document
management or the detailed product specification and the user-specific notes as this provide the
convenience to the customers who are visiting the restaurant for offering the products. In
addition to this, the restaurant needs to manage the non-conforming products and correlating

Operations Management and Service Excellence 24
these products with the additional non-conforming information to track down the original cause
of a problem. The identification of the problem will help the company in understanding the
issues which are mainly faced by the company (Microsoft, 2018). This tracking will help the
company in resolving the issues faced by them in their operation management. Furthermore, the
company require implementing the schedule error correction process with the use of which the
handling gets linked with the quality orders.

Operations Management and Service Excellence 25
Conclusion
In the end, it can be concluded that the operation management of the Dinner by Heston
Blumenthal restaurant need further improvement in the operations with the help of which they
can enhance their customer satisfaction. Along with this, the effective operations can attract the
new customers present in the market of London. The analysis related to the key operational
processes of the restaurant is discussed with the help of the 4 v’s of operation management and
wastage that affect the restaurant. In addition, the performance objective with the improvement is
discussed that shows how the company can achieve the good position in the market. The supply
chain management of the Dinner by Heston Blumenthal restaurant is discussed with the details
related to management of the quality.

Operations Management and Service Excellence 26
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Operations Management and Service Excellence 27
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Operations Management and Service Excellence 28
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Operations Management and Service Excellence 29
Appendix
Appendix 1

Operations Management and Service Excellence 30

Operations Management and Service Excellence 31

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(Source: Dinner by Heston Blumenthal, 2018)