Case Study: Fine Dining Restaurant Frog by Adam Handling
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This case study discusses the problems faced by customers in the fine dining restaurant Frog by Adam Handling and suggests ways to improve customer service. It covers topics such as customer journey mapping, service blueprint theory, physical evidence theory, on-stage and back-stage interactions, and support processes theory.
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Case study- fine dining restaurant Frog by Adam Handling
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EXECUTIVE SUMMARY The below report states the problems of the restaurant named fine dining restaurant Frog by Adam Handling which are face by the consumers. It stated the journey mapping of the consumers and the touch points through which it reached to the organisation. After that how the group should process its services and ensure running of the business effectively and efficiently.
Table of Contents EXECUTIVE SUMMARY.............................................................................................................2 INTRODUCTION..........................................................................................................................4 MAIN BODY...................................................................................................................................5 Application of Customer Journey mapping and service blueprint theory...................................5 Elaborate the physical evidence theory and application..............................................................6 Describe the theory of on – stage interactions.............................................................................7 Elaborate the back – stage interactions........................................................................................8 Describe support processes theory and it application..................................................................8 Support service diagram. ( REFERENCE)..................................................................................9 CONCLUSION...............................................................................................................................9 RECOMMENDATIONS...............................................................................................................10 REFERENCES..............................................................................................................................12
INTRODUCTION Customer service is a type of work which is offered to the customers for the help and to provide better products and services of the organisation. It is the practise of maintaining a long- term relationship between an organisation and its customers. In order to flourish, the hospitality sector must develop customer strategies that aid in the achievement of the company's goals and objectives. Customers service can be defined as the services which is availed by the customers by paying a certain amount. It is an important part of the organisation, because through its services the abilities and the working of the firm can be analysed. It gives and experience to the customers, on the basis of the fulfilment of their needs and expectations(Zhu and et. al., 2017). Adam Handling first joined the Gleneagles, where it was the chef and then became the head chef. Afterwards, in 2016, Adam stared his own restaurant with the partnership with The Frog. It first ever eating place, was situated in London which has a cool environment with tasting menu and high quality small plates. Its main focus was to make the food, drink, music and art, it main pillars for succeeding in the market. It now has a facility of home delivery adding the special features if counter dining and vegetarian food options. The consumer trends an attitude towards the new behaviour or expectations. The trends arise when there is a change in the needs and want of the consumers, and numerous consumers desire about a particular thing or service. It enhances the creativity of people and self – improvement is done in the nature of goods. The fine dining business of restaurants should go with the new meals adding to the menu in the whole world. It will help in getting new customers. But, conditionally the food should be tasty and likewise heathy to serve to the customers (Pooya Khorasani and Ghouzhdi, 2020). The demographics includes the age, gender, nationality, culture, etc. In a type of restaurant business, the people who come from outside the country and visit it can have a different type of taste in the food. So the management of the food courts have to keep mind the taste and preference of different types of consumers on the basis of the children, youth, culture, country, origin, etc. Demographic profiling of clients alludes from the investigation which is utilized by the directors to build their effectiveness in attracting the clients and recognizing the gaps in the techniques. It remembers recognizable proof of clients for request to fabricate their trust by offering the types of assistance which are normal by them.
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Customer expectations of the fining dining restaurant is to to provide the high quality services. But it is inefficient is giving those. This will decrease the number of client and will reduce the turnover of the organisation.The customer is expecting that the staff member wander around them and ask for the requirements which can be needed by the consumers. The tasting menu were good, but also wanted the food and the main menu to be tasty as well by maintaining the healthiness. The food should be made by full cleanliness and be taken care of all the sanitisation areas timely. Mainly on a whole the customer wanted the full attention by the staff and the manager. MAIN BODY Application of Customer Journey mapping and service blueprint theory. Customers service can be defined as the services which is availed by the customers by paying a certain amount. According to the case study, it gives a poor service to its customers and the customers are not satisfied from it. Due to the covid, it is mandatory and a moral responsibility to maintain the cleanliness (Rosenbaum, Seger-Guttmann and Mimran, 2018). The services of the fine dining restaurant were not so good. The first problem was that the staff members were not at all alert about taking the orders and asking for the menu. The bar and the restrooms were at the same area and not even sanitised and cleaned properly.The tasting menu was good but the price of their food item were too high. There are many restaurants in London which provide better services and food at the similar prices. Customer Journey is diagram which shows the stages of customers while interacting with the organisation. To make successful visual maps that reflect client’s inquiry through the channels such as social media, online reviews, etc. The maps should be established in information driven exploration and should also correspond the various stages consumer experience, dependent on variety of aspects, including client’s opinion, objectives and contact focuses. The fine dining restaurant needs it not only to retain the old but to create new customers. Journey maps give a system that adjusts the business around comprehensive client experiences and gives important knowledge along with the journey of the consumers to transform each client's touchpoint into a remember-ableexperience.Itassiststheorganisationingettingthefeedbackfromtheir customers on the goods and services provided to them. It helps in optimising the consumer's
experiences by resolving the main problems and satisfying it (Kasemsap, 2019).The customer journey is not pleasant at all and is not satisfied by the facilities and services provided. The trip advisor believes that there are many restaurants in London which are much better will the same ambience but have more facilities and cleanliness around the organisation. Customers use emails, messages, phones calls, Online websites and numerous channels to communicate with the firms. A journey map is a visual image of the journey of the user. It assists recounting the tale of your client’s experiences with the image across web-based media, email, live chats, and some other channels they may utilize. Planning the consumer's journey guarantees that the opportunity to collaborate with the client at any stage. This interaction likewise helps business pioneers gain bits of knowledge into normal client problem areas. With these insights, organizations can convey more customized and optimised client experiences. Service blueprint is termed as the instrument which is utilized by the hospitality organizations for dealing with the pace of consumer satisfaction. These are extremely time – consuming and costly techniques for arranging out any sort of client related issues (Luo and et. al., 2019). There is need to build the client relationship so that individuals can be more connected with towards the organization. It is the need to oversee and foster good service blueprints for making awareness for the goods and services given by the organization. It is essential to offer an appropriate service blueprint that will permit help in dealing with the entire process adequately. Administration plan is an interaction which is utilized for overseeing and managing individuals just as groups across the whole association for working upon explicit objectives and targets. This is engaged with delineating association innovation for making arrangement and comprehension. It is prompted that workers need to deal with the customer – centred perspective to deal with the bigger interaction. Several map-based designs are becoming a weakness or failure when utilised as the foundation of the service blueprint process that needs to be modified. The establishment of developing sites of mutual interactions between customers and workers must be informed by service design decisions. There is also a focus on demonstrating the value of the customer experience and supporting a reasonable approach to service design. The best visibility mapping must be used in making sensible decisions for customers and seeing how staff can connect with customers and improve service decisions. The service blueprint is useful in managing the assessment of how a company can invest in various operations (Raina, Chahal and Dutta, 2019).
Elaborate the physical evidence theory and application. Physical evidence relates to the area of the organisation in which it is situated. The entrance of any company should be attractive to the prospective customers. It comprises of the space, décor, furniture, interior, ambience etc. which is first sighted by the consumers. The fine dining restaurant has a high quality features and its interior which have the potential to attract new customers. The management has spent a lot for the attractive sight of the restaurant. But, only the appearance is not important. The services provided should also be valuable and good. During this covid – 19 pandemics, the hotel spent the maximum to enhance the facility of sanitisation and to maintain social distancing. The use of the furniture, lifts and stairs were all taken care of the norms applied by the government (Mandl and Hogreve, 2020). The staff at the entrance ensured that the customers are sanitised before entering the lobby area and the temperature were properly checked. Because, now the people tend to visit only those place and restaurants for eating where they find that the norms are followed and are given importance. The key touch areas such as lift, reception, cash counter, washrooms were regularly sanitised. When the seats were vacated, it was immediately sanitised before the other customer come and sit. For every member of the staff and management, it was required to wear mask and gloves and not come in direct contact of the consumers. The employee Describe the theory of on – stage interactions. These appears when the front – line staff communicate directly face – to – face by the customers. In the fine dining restaurant, the front liner employees are cashiers, waiters, managers and housekeeping. Every department of the food places run by a group of people that work together as a team. In order to maintain the decorum of the place, front-line employees communicate with their co-workers formally. Customers are greeted kindly and properly by the personnel. During the coronavirus, the workforces must maintain proper social distance from the guests and adhere to all government rules. In today’s time the main concern of all the business like restaurant, hotels are to ensure the health and safety requirement of their workforce. To adhere this, the protocol of sanitisation and social distancing is properly followed. The fine dining must ensure that the use of digitalised
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transaction is used at the time of making payment. The management should take care of the touch – free communication among the customers and staff (Li, Kim and Choi, 2021). It creates a line of visibility between the consumers and the management. In this, it notifies the guest and offers then the compensatory meals. It also depicts the escorting of the guest’s to their respective tables and get them seated and offers the menu to them. These problem here rises, because the management is very poor of the fine dining restaurant. It is the responsibility of the waiter to ensure that the menu is served and take the order on time. After giving the order, it is also the duty of the server to confirm the satisfaction of their consumers and ask them if they need anything. Elaborate the back – stage interactions. It occurs when employees who do not interact with customers directly, communicate with their co-workers. Engineering personnel, Kitchen personnel accounts personnel, linen personnel, and others are among these employees. They employ both formal and casual communication while communicating with their team members. They employ formal communication when an issue persists and they need to speak with customers (MANVI, 2020). In the Fining dining restaurant frog by Adam Handling, the number of staff members should be limited in order to maintain the social distancing. While preparing the food, the cooks have to wear the masks and ensure proper cleanliness. In the hotels and restaurants, the proper sitting sanitisation must be given, and they must be cleaned on the proper time. To avoid overcrowding, the fine dining needs to urge their backstage personnel to come in shifts. The finance and engineering departments must include key personnel in their everyday work so that social separation is maintained and work is separated into teams so that minimal communication is required. In this process, the drinks and the food is being prepared by the chef. But, before this the waiter should tell about the orders which is given by their clients, it is known as the line of internal interaction. After the order given is transferred to the cook, the kitchen staff should ensure the timely giving and delivery the food to the customers. In the fine dining restaurant, it is the problem which has risen, that the timely orders are not taken by the waiters. Customers sit and wait but the staff member doesn’t come to give them menu and take orders (Kabadayi and et. al., 2019).
Describe support processes theory and it application. The support process is the final part of the blueprint which is designed after the customers had finished it food and the time of payment arises. When the customer is about to make the payment and take off from the dining table. It is the moral responsibility of the staff member to take care of the cleanliness and setting the tables accordingly. After the consumer have had the meal, the payment time rise and can be made electronically or through cash. But during the covid, the people and the organisation prefer to have cash less transactions, as it avoids the contact between the two persons and maintains the norms of social distancing. In the fine dining restaurant this was the problem that rose because their services were very poor and slow. So, it needs to either amend it strategy or provide training to its employee to ensure the effective and smooth running of the business (Smit, van Prooijen-Lander and Melissen, 2019). Support service diagram. Picture1: Creately, Service Blueprint Fine Dining Restaurant, 2021
The above diagram depicts the service blueprint of a restaurant. These are the services which should be given to its client on time. It is the responsibility of the manager to take care of the services and to ensure the smooth and effective functioning the activities (Chen and Chou, 2021). CONCLUSION From the abovereport,it isacknowledgedthatclientservice managementisa fundamental practice for the hospitality business so customer commitment is kept up with. To know what client needs or expect, it should make a successful procedure for dealing with the client assistance. The fine dining restaurant ensure that it takescare of the global consumers and accordingly set their menu. The outline for further developing the customer service in the hours of Covid will help fine dining with developing and prevail on the lookout and to draw an effective strategy. During this pandemic, the social distancing measures are fundamental to follow so it does not affect the health conditions and normalisation can come again. It makes sure the all the protocols given by the government are adhered. Outcomes of social distancing measures according to timings is that the firm is able to serve to less individuals in additional time, which has impacted the productivity and profitability of the organisation. The expense for each day in serving the clients have expanded because of commitment of sanitisation points, temperature, actually look at machines and numerous different things and then again less client is served while the cash is spending in a similar proportion. Correspondingtomeasurements,theresultofthesemeasuresisthatthevarietyof information of every visitor with filling total entries of it has turned into a troublesome undertaking. In addition, investigation of that data has become intense because of diminish in the quantity of clients. According to guidelines, the outcome of these processes is that severe guidelines are outlined in hospitality business and are being ensured to follow strictly. RECOMMENDATIONS There are a few suggestions made for fine dining to deal with the various cycles engaged with overseeing client assistance. Some of the points are referenced beneath -
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Physical evidence: It is panelised that collaborations are really occurring in powerful way and item just as receipt are overseen in appropriate way for actual customer facing the physical stores and shops. Support process: These are utilized in overseeing series of steps and associations which are utilized for supporting workers record conveying or administration to the client. It is suggested that few cycles associated with expanding client commitment and contribution should be done in right way. The training of waiter services must be given to the waiters and staff member of the fine dining restaurant. It should ensure that the customers return happy from their place and ensure to come back the next time. It is very essential to ensure that the customers do not wait much for the services, so the waiter need to keep them alerted at the time at the time of receiving the customers. It is essential in the present time to maintain a social distancing measure by ensuing that the service and the goods are provided safely and securely by giving the whole sanitisation guarantee. The on stage and the back stage interaction should be done on the timely basis, then only the food can be delivered on time to their customers. It is recommended to the restaurant that the it should give a strict aiming to the housekeeping to ensure the cleanliness, and provide a healthy environment.
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