Hospitality Consultant for a Restaurant Reviews - Understanding Consumer Behaviour and Customer Experience

This project covers the application of consumer journey mapping and its explanation for business development in the context of Frog restaurant by Adam Handling. It also covers the role of a business in maintaining a relationship with customers and effective recommendations to develop key business operations.

Hospitality consultant
and customer
experience

Executive summary
This project is based on developing a deep understanding on understanding consumer
behaviour which helps a company to develop at the marketplace. In this project customer journey
mapping and its application is covered in context of Frog restaurant by Adam handling. This
project also covers role of a business in maintaining relationship with customers. This project
covers all the necessary steps taken by hospitality industry to develop and manage customer
experience. In this project effective recommendations are also mentioned in order to develop key
business operations.

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................5
Overview of organisation and demographic profile....................................................................5
Consumer journey mapping and services..................................................................................6
Application of consumer journey mapping and primary components of service blueprint .......7
Secondary research and its implications on the business of Frog restaurant by Adam handling:
...................................................................................................................................................10
Customer journey mapping service blueprint template............................................................10
Recommendations to exceed customer expectations................................................................13
CONCLUSION .............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
In the functioning of a business entity in hospitality sector, understanding needs of the
customers is major priority of a business (Balasubramanian and Ragavan, 2019). This approach
will help the business to develop organisational goals by attracting a large number of customers.
The consumer experience is performed by users of products and services of a company to lead
the marketplace with competitive advantage. In this report example of Frog by Adam Handling
Restaurant Covent Garden is taken into consideration which is situated in Southampton,
London, United Kingdom. The restaurant provides effective fast food services in London and is
one of the topmost restaurant in the London. Most of the successful companies in national and
international marketplace, takes into consideration customer service as major priority. This
project includes application of consumer journey mapping and its explanation for business
development.

MAIN BODY
Overview of organisation and demographic profile
Frog restaurant was founded by Adam handling in order to provide global standard food
and services to different customers. The Frog restaurant is a well established business which is
situated in heart of London city and performs business operations in an effective manner. Frog
by Adam Handling Restaurant Covent Garden provides dining facilities in the restaurant and no
takeaway options. Adam Handling also took role of Head Chef in Saint Ermin's Hotel situated in
James's park. Adam Handing was also finalist of Master chef in the year 2013. After that Adam
Handling opened restaurant in the year 2004 which was a major success and won a three rosettes
award from AA. The restaurant is also having a major website which states all activities and food
menu performed by the restaurant. Frog by Adam Handling also organise private dining and
events which are organised at perfect locations. The Eve Bar is also a major unit of Frog
restaurant which provides luxury bar experience in a dynamic environment. This restaurant is
also having pages on social media websites like Twitter, Facebook and Instagram which helps in
promotion an publicity. This restaurant is mostly liked by all population of London as it provides
heavy discounts on food items to different customers. Frog restaurant, in the recent times is
facing economic issues like Brexit which is impacting on various operations of the company.
The restaurant provides almost every category foods and services to different customers. Main
target of customer of this restaurant are youth and youngsters. In order to attract large number of
customers in the functioning of a business, the restaurant provides all kinds of fast food to
different customers (Bowen and Morosan, 2018). The restaurant also provides a corner area for
providing club experience to different customers. Youth majorly attends this restaurant to eat
large variety of fast food dishes which are very tasty and delicious. The main attraction of this
restaurant is continental food on very much affordable prices in a systematic manner. Frog
restaurant has also hired female waiters who are engaged in developing restaurant service in an
effective manner. Most of the successful restaurants which are giving competition to Frog are
impressed by the demographic profile. In most of the cases related to marketing and
development, the company has to keep an effective supervision on major operations in order to
succeed at the marketplace. The demographic statistics which are available for development of
the business entity in Frog restaurant are favourable.

Consumer journey mapping and services
Customer journey mapping is a visual representation of customer journey which helps a
business to serve customers in a precise and systematic manner. Customer journey mapping is a
major tool which tells story of business customer's experience. The application of customer
mapping also makes it clear for Frog restaurant to evaluate and measure all touchpoints related to
brand (Or, M (2016). The consumer journey mapping will help the business to increase customer
satisfaction by using set rules and procedures. The business organisation like Frog restaurant
should develop a strategic plan which is helpful in understanding wants and needs of the
customers. The stages which are major in consumer journey mapping and used by Frog
restaurant are mentioned below:
 Set targets- In the primary phase it is very much important for a business firm to set
major targets for the company. It is also important for a company to formulate aims and
objectives with the support of marketing management. In this stage targets are set for a
time period which is long and short term in nature. Many different companies in
international market sets the targets by taking into consideration all dimensions of
consumer journey.
 Identify motivations- In this stage, there is a brief identification of motivations which
are essential for business growth (Chen and Chen, 2021). The main role of management
of Frog restaurant is to identify which tools and techniques of motivations should be used
by the business. Motivating the employees will help the company to take into
consideration different approaches which are beneficial in business development.
 Map out buyers journey- The mapping of buyer's journey is important for a business
entity to meet demand of different customers. This approach will also help the business
entity to understand current trends of market with effective capability. In order to fulfil
demand of different products and services, it is mainly important for the company to take
help of understanding demand of major customers.
 Formulation of strategy- In this stage a business entity formulates effective strategy
which helps a business to grow at marketplace. The strategy is prepared by a business by
keeping an eye on organisational policies and plans. Management of Frog restaurant
should formulate strategy in a specified manner of time. Strategy of a company is also
helpful in eliminating risk associated with the operations.

 Implementation- This is the major stage which focuses on developing right approach for
implementation of desired plan (Hollebeek and Rather, 2019). The company should also
develop implementation of right approach which is beneficial for long term growth of
business. It is also important for a business to develop effective control and supervision
on different operations.
Application of consumer journey mapping and primary components of service blueprint
Providing effective and efficient service in the marketplace is primary aim of every
business. In order to provide desired service to different customers, there is a key role played by
consumer mapping and journey. The major successful companies in marketplace give attention
to consumer mapping and journey to facilitate business development. The application of
consumer journey mapping will help a business to gain competitive advantage (Farahmand,
2021). It will also help the business entity to gain market growth and increase its strength. In
order to develop objectives and aims of the business, it is major task of a company to regulate
policies and plans with desired supervision. The journey mapping of customers and its
application in customer service operational procedures is mentioned below:
 Synchronisation of operations- The synchronisation of major functions and tasks is
most important for the business in order to develop effective operations. The operations
management of Frog restaurant should apply and arrange all operations in an effective
manner for growth of the company. In the era of stiff competition between different
companies it is very much hard for a company to develop synchronisation of operations.
 Development of systematic approach- In the working of a business, the systematic
approach is a major business component which helps it to deliver good products and
services (Mucz, and Gareau-Brennan, 2019). It is also a major role of a business to
perform all functions in an ethical manner for regular growth of business. Many different
companies, in international marketplace try to develop professional approach with the
help of business management tools to grow in market.
 Customer management- This is the most important tool which needs the deployment of
advanced information and technology to perform major company operations. The
customer management is also important for a business to retain maximum number of
customers. In the long run of a company, this approach is beneficial to a business in
developing customer service parameters.

 Production and quality management- In order to develop optimum production in the
business, it is very much crucial for companies to take help of operations management.
There is a need of hiring professional workers in customer relationship management in
order to develop organisational goals and objectives. The quality of all products and
services should be managed by the company in an optimum manner for expansion of
business. The quality management department of Frog restaurant will develop effective
supervision and control on different operations in order to lead the marketplace. For the
achievement of long and short-term quality related goals a business entity should take
regular feedbacks from customers. A business should also keep in mind various strategies
and goals that re effective in developing business parameters with major control. The
Frog restaurant should formulate a systematic strategy to manage quality control on
designed products and plans.
 Developing business plan- The business plan is essential to be designed in a specified
manner for serving customers. Main objective of a business plan should be customer
service and it should also include different parameters of developing a business. Business
plan should be systematic and well defined in nature in order to gain desired growth in
business functions (Murillo and King, 2019) . The functional areas of a business like
marketing and human resource management should focus on developing a business plan
in order to achieve desired objectives. Companies like Frog restaurant should take
assistance of strategic management to develop long and short term business plan.
Supervision of a business plan should be developed by strategic management in an
effective manner to gain market growth.
 Customer 24*7 customer support- In order to develop global standard services in a
company it is important to provide 24*7 customer support to a business. The companies
should hire skilled and trained staff in providing after sales customer support in a
business entity. A customer should be provided with good after sales support on internet
or on a phone call. Companies should also develop supervision on their operations related
to customer service for capturing market share (Cateriano-Arévalo, Saavedra-Garcia, and
Miranda, 2021). Providing best customer support to users helps a company to develop
effective goodwill and reputation at the marketplace. The 24*7 customer support also
helps a company to fulfil major demand and needs of the customers.

The importance of maintaining customer service development is mentioned below:
 Increase sales and turnover: There is a increase in sales and turnover of a company
which will help the business to survive at the marketplace. A business should develop
effective customer care services in order to develop competitive advantage and
management of operations. The sales increase will increase profitability of the company
and it will be also helpful in managing the resources in a significant manner. Increase in
sales and turnover will develop strength in a business which will be helpful in conducting
operations in international market. Frog restaurant sets business targets at the starting of
financial year and achieve them with major policies and plans.
 Customer satisfaction: Proving best services to different customers helps a business
entity to deliver practices that help in customer satisfaction (Rather and Hollebeek, 2019)
. The main priority of every business is to increase customer satisfaction with the help of
universally adopted models and techniques. The business entity should also focus on
various parameters of customer satisfaction in order to grow at rapid speed in the market.
 Retaining customers: The customer service development helps a business entity to
retain customers in a easy manner. The retention of different customers helps a company
to develop a precise approach to maintain target customers. Major companies use the
support of human resource management and marketing management to retain several
types of customers.
The primary components of service are mentioned below:
 The physical product: In order to sell product at the marketplace it is compulsory for a
business to develop useful products. Major companies like Frog restaurant provides all
types of fast food and continental dishes which helps a company to deal with different
customers. The physical product of a company should be checked with utmost sincerity
and company should maintain and develop ethical business practices. In majority of
cases, product is developed according to wants and needs of customers in order to
increase their satisfaction. The organisation should also follow main policy which is
helpful in determination of quality products in order to gain desired market share.
 The service product: In this category service which is provided by a company is counted
in a major sense. Most of the successful business organisations focus on providing world
class services to customers (Tiwari and Sanjeev, 2021). This supports a company to rule

the market along with capturing effective market share in a short period of time. Service
product should be develop by conducting a systematic market survey in the economy
which is also helpful in changing product ingredients. Companies in international
marketplace also focus on service product's quality check in order to gain competency
edge.
 The service environment: It is major responsibility of a business to develop effective
internal and external service environment for selling products and services. The
companies makes customers satisfied with the help of creating a sustainable service
environment. Companies should also take strategic help of customer relationship
management for establishment of effective business environment. In the recent times, the
importance of developing effective service environment is increasing day by day. In
majority of cases, the marketing management is responsible for creating a productive
business environment for serving the customers. Major companies in international and
national market delivers best business practices for creating a value in product with the
help of business environment.
 The service delivery: Delivery of services should be in a set manner in order to develop
fair conditions for serving the customers. Frog restaurant mainly focus on this approach
in order to increase the service delivery of products. The after sales service is also
essential to be provided with delivery of service in a crucial manner.
Secondary research and its implications on the business of Frog restaurant by Adam handling:
It is essential to conduct secondary research related to a particular topic which helps a
researcher to collect systematic information. According to the data on Trip Advisor, Frog
restaurant has a total number of 615 reviews. There is a 4.5 star rating of the Frog restaurant
which depicts that restaurant is performing well at the marketplace. According to Trip Advisor,
the restaurant is holding 167 position amongst 17467 restaurants which is a major achievement.
These ratings and position shows that restaurant is performing at an optimum level at the
marketplace. In order to hold topmost place in London restaurants, Frog restaurant by Adam
handling should develop a major strategic and planning framework.
Customer journey mapping service blueprint template
Phase 1 Phase 2

Consumer actions In this phase
customer's perceptions
are recorded by Frog
restaurant.
The phase 2nd involves understanding
psychology of customers
Customer thoughts The phase 1st includes
determination of
customer thoughts.
The customer thought process from starting to
the end is recorded.
Customer emotions Customer emotions are
recorded in a major
sense
Emotional intelligence and view of customers
is recorded by frog restaurant
Support processes In this approach
business focus on
supporting customers
with strategic actions.
All major supporting actions are evaluated in
2nd phase.
Backstage The backstage
includes key focus on
major backstage
operations
Backstage includes performing key
considerations to develop effective backstage
approach.

Illustration 1: Components of service, 2021

Recommendations to exceed customer expectations
In order to develop and satisfy customer needs, it is very much important for a company
to adopt universally adopted techniques. The company should follow ethical practices which are
necessary for maintaining and retaining large number of customers. Frog restaurant should
follow the following practices in order to meet customer expectations:
 Customer relationship management- The customer relationship management, is an
important tool which is used by a business to manage customers. Customer relationship
management is a major type of approach which is helpful in retaining customers for
benefits (Wei, 2019). This approach also help Frog restaurant to develop organisational
goals and objectives and achieve them in a specified time frame. Frog restaurant should
focus on application of customer relationship management software to manage effective
relationship with customers.
 Quality management- In a business, it should be topmost priority of marketing
management to maintain precise quality in products and services. The quality
management should be maintained in an effective manner for satisfying effective needs
of the customers. The major companies at the marketplace focus on developing quality
management with help of professional employees (David Mucz and Céline Gareau-
Brennan, 2019). Quality management also helps a business entity to develop short term
goals associated with the business. Frog restaurant by Adam handling should focus on
concept of “total quality management” in order to gain marketplace success in a set
period of time.
 Customer feedback- The customer feedback is an important part of taking suggestions
of the customers. This helps Frog restaurant to develop essential modification in product
and service for long term success of the business. Frog restaurant should take feedback
from customers on regular basis in written or oral form for facilitating decision making.
The restaurant can also take support of social media websites like Facebook, Twitter and
Instagram to develop a major focus on feedback.
 Marketing department assessment- It is essential for a business entity to develop
assessment of whole marketing functional area in order to gain competency edge. The
company should also put forward its strategic management in order to facilitate overall
development of business. There are majority of international companies hires skilled and

trained workers for performing major marketing operations. The Frog restaurant should
also take into consideration of advice of strategic management for performing major
marketing operations (Kirillova and Au, 2020). The company should also take feedback
from different customers in order to satisfy the needs and demands of different
customers. The Frog restaurant by Adam handling should also take advice of strategic
management to gain market growth in a specified period of time.

CONCLUSION
From the above stated report it can be concluded that, customer experience is a major
function of business entity which helps in delivering best value to the customers. The business
organisation should take help of strategic and top level management which helps a business to
lead the marketplace. This project concludes that in the era of stiff competition between different
companies it is the major responsibility of management to deliver best business practices. This
project concludes that in the different business organisations assessment of business models is
performed in an effective manner for long term success of the company. The above discussion
concludes that it is important function of Frog restaurant to take into consideration support of
primary and secondary research in order to facilitate marketing operations. This project also
concludes the role of strategic management and top level management of restaurant to formulate
key strategies in order to attract customers.

REFERENCES
Books and Journals
Balasubramanian, K. and Ragavan, N.A., 2019. What are the key challenges faced by the
Malaysian hospitality and tourism industry in the context of industrial revolution
4.0?. Worldwide Hospitality and Tourism Themes.
Bowen, J. and Morosan, C., 2018. Beware hospitality industry: the robots are
coming. Worldwide Hospitality and Tourism Themes.
Chen, Y.A. and Chen, C.L., 2021. Case study of sustainable service design in the hospitality
industry. Chinese Management Studies.
Farahmand, N., 2021. La stanza: different hospitality experience in a commercial center.
Hollebeek, L. and Rather, R.A., 2019. Service innovativeness and tourism customer
outcomes. International Journal of Contemporary Hospitality Management.
Kirillova, K. and Au, W.C., 2020. How do tourism and hospitality students find the path to
research?. Journal of Teaching in Travel & Tourism, 20(4), pp.284-307.
Murillo, E. and King, C., 2019. Why do employees respond to hospitality talent management:
An examination of a Latin American restaurant chain. International Journal of
Contemporary Hospitality Management.
Rather, R.A. and Hollebeek, L.D., 2019. Exploring and validating social identification and social
exchange-based drivers of hospitality customer loyalty. International Journal of
Contemporary Hospitality Management.
Tiwari, S. and Sanjeev, G.M., 2021. Conclusion: emerging issues for Indian hospitality and
tourism businesses: How are managers responding to the COVID-19
pandemic?. Worldwide Hospitality and Tourism Themes.
Wei, W., 2019. Research progress on virtual reality (VR) and augmented reality (AR) in tourism
and hospitality: A critical review of publications from 2000 to 2018. Journal of
Hospitality and Tourism Technology.
Hudson, S. and Hudson, L., (2017). Customer Service for Hospitality and Tourism. Oxfordshire:
Goodfellow Publishers Ltd.
Or, M (2016) Star Quality Experience: The Hotelier’s Guide to Creating Memorable Guest
Journeys. Great Britain, Rethink Press
Mucz, D. and Gareau-Brennan, C., 2019. Evaluating Customer Experience through Customer
Journey Mapping and Service Blueprinting at Edmonton Public Library: An Exploratory
Study. Partnership, 14(1).
Cateriano-Arévalo, E., Saavedra-Garcia, L and Miranda, J.J., 2021. Applying Customer Journey
Mapping in Social Marketing to Understand Salt-Related Behaviors in Cooking. A Case
Study. International journal of environmental research and public health, 18(24), p.13262–
David Mucz and Céline Gareau-Brennan, 2019. Evaluating Customer Experience through
Customer Journey Mapping and Service Blueprinting at Edmonton Public Library: An
Exploratory. Partnership, 14(1), pp.1–28.