Disrupting the Clichés in the Food and Beverage Industry

Running head: NEED FOR DISRUPT
Need for Disrupt
Name of the Student
Name of the University
Author’s Note

1NEED FOR DISRUPT
What do you want to disrupt?
I find out that High-level situation is the stable or dominant situation of the industry
or organisation that is constant for over a long period. In other words, this is the stable
structure of the industry followed by the organisations involved and is unchanged for a quite
long time. According to me, there are various things that are practiced by the industry and are
common and unnoticed due to their inefficiency. An example of high-level situation for the
matter is the works carried out in a parking station. High-level situation in that scenario are
the common thing such as loading or unloading things in the cars.
I have prepared this report to focus on the food and beverage industry, where the
organisations follow similar structure in every aspects of their operations. Cafeteria will be of
primary focus in this paper and the high-level situation observed in the cafeteria will be
discussed. My focus in shifted towards the particular section of the overall food and beverage
industry to due to the similarity it presents in every organisation around the globe. The
cafeteria is known for serving a wide line of beverages to its customers along with specific
food products listed under the snacks category. For example, McDonalds is popular for
serving a line of crushers and burgers to their customers and KFC is known to serve their
range of crushers and a number of chicken items to their customers. Similarly, Starbucks and
CCD are popular for serving different types of coffees along with their line of snacks. I have
assessed the other companies and understood that the cafeterias presents its customers an
elegant ambience to their customers. One more high-level situation observable in the
cafeterias is the large dinning hall they and absence of waiting staff table service. The
customers are to directly approach to the counter for ordering their meals. They are also
responsible for receiving their meals from the counter and find their own table in the large
dinning hall. The payment in this case is made prior to having the meal at the time of placing
their order at the counter. Another high-level situation that one can encounter in the cafeterias

2NEED FOR DISRUPT
is the payment that is made is for the food and services availed. The pricing is made
according to the production cost and service cost incurred by the organisations. The visible
service on the other hand is limited to the counter, where the employees takes and serves the
orders received from the customers. Other services offered by the cafeterias are the
washroom service, which is made available to the customers in all the cafeterias. Cleaners on
the other hand is associated for keep the tables ready for the customers as soon as a batch
vacant the table for providing satisfactory service to their customers. Though everything
seems to be going on fine, still I feel that some more changes like booking of tables after
placing the orders shall be done along with introduction of new and innovative products and
services for keeping the customers influenced and make them visit the store again and again.
What are Clichés?
Clichés are the practices carried by the organizations, which are commonly evidenced
around the organisationsinthe industry. According to me, there are a number of filters to
categorise and identify the clichés in an industry. They are primarily categorised under
product, interaction or service and pricing. These can also be identified in the cafeteria
industry selected for the study.
Product
A standard cafeteria serves one course meal. The products offered by a standard
cafeteria are the line of snacks and beverages. One course meals are those that are served one
time; whereas, a typical three course meal is comprised with starters, main course and
dessert. Unlike three-course meal, cafeteria serves one course that is snacks. From my point
of view, it is also necessary to introduce breakfast items so that the customers can visit the
store in large numbers as well as make sure that they can access a wide range of new
products.