Pizza Hut Ashmore Performance Analysis

This assignment focuses on analyzing the performance of Pizza Hut Ashmore through the lens of customer and employee perspectives. It involves evaluating customer satisfaction based on service quality, ambiance, price, and management effectiveness using a questionnaire. Additionally, it explores the impact of both internal (management, training, employee morale) and external factors (competition, promotions) on sales performance through questionnaires directed at employees. The analysis aims to provide insights into areas requiring improvement and strategies for enhancing Pizza Hut Ashmore's overall success.

Declining sales at Pizza Hut
Ashmore Restaurant

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Introduction......................................................................................................................1
1.2 Background of Study........................................................................................................1
1.3 Problem Space..................................................................................................................2
1.4 Aim and objectives...........................................................................................................2
1.5 Research Questions..........................................................................................................2
1.6 Structure of research paper...............................................................................................3
1.7 Significance of research...................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction......................................................................................................................4
2.2 Factors that affects in sales...............................................................................................5
2.3 Ways to stop sales decline................................................................................................8
2.4 Conclusion......................................................................................................................11
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
3.1 Introduction....................................................................................................................12
3.2 Philosophy of research...................................................................................................12
3.3 Approach of research......................................................................................................12
3.4 Design of research..........................................................................................................12
3.5 Strategy of research........................................................................................................13
3.6 Data collection................................................................................................................13
3.7 Sampling.........................................................................................................................13
3.8 Data Analysis..................................................................................................................14
3.9 Ethical Consideration.....................................................................................................14
3.10 Research Limitations....................................................................................................14
CHAPTER 4 : DATA ANALYSIS AND FINDINGS..................................................................15
4.1 Introduction....................................................................................................................15
4.2 Data analysis of primary data.........................................................................................15
4.2 Analysis of secondary data.............................................................................................24
4.3 Discussion.......................................................................................................................24

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................25
5.1 Conclusion......................................................................................................................25
5.2 Recommendations..........................................................................................................26
REFERENCES..............................................................................................................................28
APPENDIX A................................................................................................................................30
APPENDIX B................................................................................................................................33

CHAPTER 1: INTRODUCTION
1.1 Introduction
In the era of globalisation, many new business organisations are emerging rapidly that
impacts on the behaviour of customers and influenced the sales of other existing organisation
(Mathe-Soulek and et.al., 2016). Other than competition, there are numerous factors that impact
on the sales and profits of the organisation such as poor management, organisational reputation,
lack of employee and customer satisfaction, poor quality of products and services, poor customer
services, etc. These factors impacts on the sales, profits and organisational productivity
negatively. It is the duty and responsibility of the management to consider these factors and
formulates effective strategies in order to cope up with the challenges. In accordance with this
context, the present industry research is conducted with support of Pizza Hut Ashmore
restaurant. Pizza Hut is an American restaurant chain with global franchises in over 16000
worldwide locations. It is one of the biggest chain of restaurant incorporating worldwide. The
research paper will focus on the frequent diminishing sales at Pizza Hut Ashmore Restaurant.
The research paper will be formulated in precise structure that will assist both the researcher and
end user to concentrates about the problem statements.
1.2 Background of Study
Until new management took over the franchise of Pizza Hut Ashmore, it was out of
operations from last one and a half year. It was established over 10 years ago and was subject to
several market conditions. Pizza Hut Ashmore is pizza chain based in Ashmore suburb of Gold
Coast region. Since its commencement of operations, Pizza Hut Ashmore faced severe decline in
sales before going out of business. The organisation is facing constant declination in the sales
and the reasons remain unidentified. In this context, the following research paper will focus on
the problem so that authentic and precious reasons can be obtained. In restaurant sectors, the
management can focus on improving the existing dish or producing a unique one. In this way,
the management will able to increase the sales and profitability of the organisation. By
examining the product an organisation offers and coming up the ways consumer can consume it,
the management will able to increase the attraction and satisfaction of the consumer. In this
method, the management or manager needs to innovate new ideas and implement them in the
business plan, so that maximum growth and development can be observed.
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1.3 Problem Space
The major problem Pizza Hut Ashmore fast food restaurant facing was constant
declination in sales and profits. There are numerous factors that are influencing the management
and impacts negatively on their productivity and profitability. Stiff competition, changes in taste
and preference of customers, weak management, etc. The aim of research is to comprehend the
factor that contributes directly or indirectly towards diminishing sales at Pizza Hut Ashmore
restaurant. Continuous diminishing sales can impact on long term prospectus of the organisation
and might results in dissolution of the restaurant (Smith and Sinha, 2000). Thus, the following
research will help in understanding the issues and problems effectively and efficiently.
1.4 Aim and objectives
Aim
“The overarching research aim is to analyse the factors behind sales decline in Pizza Hut
Ashmore project.”
Objectives
 To determine the factors for declining sales at Pizza Hut Ashmore restaurant.
 To stop the declining sales at Pizza Hut Ashmore.
1.5 Research Questions
Research questions are important aspects of research paper. Here researcher will signifies
what will be the questions of the research and what direction the research will go on. The
primary and secondary questions for research are listed below:
Primary Questions
1. How to stop the declining sales at Pizza Hut Ashmore restaurant?
2. What are the factors that contribute to declining sales at Pizza Hut Ashmore Restaurant?
Secondary Questions
1. How pricing and quality of the products in fast food chains can influence purchase decisions
of customers?
2. What factors does the pizza fast food restaurants needs to consider before adopting marketing
strategy?
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1.6 Structure of research paper
In this part, the researcher will describe the structure of research paper. The following research
paper will construct in the precise and effective manner. The structure of research paper is listed
below: Chapter 1 Introduction: In the first chapter, the researcher will provide brief information
about the focus and purpose of research. Chapter 2 Literature Review: In this chapter, the researcher will set the theoretical
framework that describes the objectives of the research efficiently by analysing reviews
of senior authors. Chapter 3 Research Methodology: In this chapter, the methods that will used in research
will be describe by the researcher. Chapter 4 Data Analysis and Findings: This is the fourth chapter in which the
researcher will analyse and interprets the collected data.
 Chapter 5 Conclusion and Recommendations: This is the last chapter, in which the
researcher will provide brief synopsis of the whole research paper.
1.7 Significance of research
In order to sustain in the competitive environment, the management of organisation must
developed and implement specific strategies that will help them in long term prospectus. In this
context, the following research will help the researcher to understand the factors that impacts on
the declining sales of Pizza Hut. The present study will also assist the management of the
organisation to consider the factors and make necessary measures in order to eradicate the issues
effectively and efficiently. Further, the present study will also aid in developing brief
understanding about the issues and factors that impact on the growth and development of the
organisation.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is the second chapter in the present research paper. The aim of
addressing literature review is to set the theoretical framework in the project. This is considered
as the biggest chapter in the research paper, where the researcher will analyse the articles jotted
by senior researchers and authors. This will help in strengthening the research paper, the
researcher will be able to accomplish the set aim and objectives of the research.
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Illustration 1: Conceptual framework of literature review

2.2 Factors that affects in sales
According to Mathe-Soulek and et.al., (2016) in the restaurant segment, particularly in
quick-service restaurants (QSR), organizations focus on two main promotion formats to attract
customers: price-based promotions and new product promotions. In order to sustain in the
competitive environment, it is very important and crucial for the organisations incorporating in
the restaurant segments to increase their strategies to attracts more and more customers. There
are two factors identified by the senior researchers and scholars that affects the sales of the
organisation. These are universal factors which affects each and every business organisation.
These factors are internal factors and external factors. According to Oh and et.al., (2015) internal
factors such as labour problems, new product line, inventory changes, change in distribution,
sales plan production capacity changes, etc. impacts on the sales of the organisation. From the
analysis of organisations incorporating in Australia, it was identified that labour problems and
change in production is the lead cause of diminishing sales graph. The article proposed by
authors explained that there are two factors that impacts on the behaviour of customers. Which
are price factor and unique product factor.
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Illustration 2: Internal Factors affecting sales

Customers are the whole and soul of the organisational growth and development. If the
organisation fails to satisfy the customers, then they will remain unable to attain their desired
goals and objectives. Thus, in order to increase the satisfaction among the customers, the
management of restaurant organisation needs to focus on two main factors of promotions. Price
based promotions is the act of offering lower price either temporarily or permanent in order to
enhance the effectiveness in the sales of products and increasing the base of consumers.
According to Gregory and et.al., 2015 in marketing product based promotion is
advertising a product or brand in order to generate sales and creating brand loyalty. Product
based promotions are the promotion of unique products launched by the organisations and
advertising them on various forms of media in order to gain the customers attractions and
attentions. These two methods are appropriate and effective and it is the duty and responsibility
of the marketing manager of the company to focus on both the approaches and strategies in order
to maximise customer base and sustain in the competitive advantages. Restaurant sectors are
more vulnerable to competition. In order to increase their sales, the management needs to push
through their existing products and services and innovates new one in order to seek customers
attractions.
Downfall in customers are the biggest factor of declining sales of the organisation. As per
Malshe and Agarwal, (2015) it is very crucial for the management of the organisation to make
strategies and implement them in order to increase the satisfaction and motivation among the
consumers. This will help the organisation to prevent diminishing sales and profits. In this
context, Balvers, Gaski and McDonald, (2016) enunciates that customer satisfaction is very
important factor that provide benchmark for the future growth and success of the organisation.
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Jalilvand and et.al., (2017) enunciates that external factors are those factors that affects
the business corporations sales externally. These factors are changes in taste and preference of
consumers, political factors, economy factors, technological changes and legal environment.
These factors greatly impacts on the sales of the organisation. The management of the business
corporations increase their promotional activities and target their segmented customers so that
business profits can be enhances and desired goals and objectives can be accomplished.
Customers are the whole and soul of the organisational growth and development. If the
organisation fails to satisfy the customers, then they will remain unable to attain their desired
goals and objectives. Thus, in order to increase the satisfaction among the customers, the
management of restaurant organisation needs to focus on two main factors of promotions. Price
based promotions is the act of offering lower price either temporarily or permanent in order to
enhance the effectiveness in the sales of products and increasing the base of consumers.
According to Ažman and Gomišček, (2015) in the era of globalisation and competition, new
business organisations are emerging rapidly, that impacts on business of existing organisations
and increase the level of the competition in the environment. Other than competition, there are
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Illustration 3: External factors affecting sales

numerous factors that impact on the sales and profits of the organisation such as poor
management, organisational reputation, lack of employee and customer satisfaction, poor quality
of products and services, poor customer services, etc. These factors impacts on the sales, profits
and organisational productivity negatively. It is the duty and responsibility of the management to
consider these factors and formulates effective strategies in order to cope up with the challenges.
Mooi, Sarstedt and Mooi-Reci, (2018) said that by focusing on the needs and expectations of the
consumer, the management of the organisation will able to accomplish their desired aims and
objectives effectively and efficiently.
2.3 Ways to stop sales decline
Fornell, Morgeson III and Hult, (2016) describes various measures and ways in which the
particular brand or organisation is able to cease the declination of sales and profits. One such
way is development of brand value and reputation of the organisation by delivering excellent
quality of products and services. In today's era customer prefers those products and services
which are made of effective quality and satisfy them fully. By providing those services and
products, the management of the organisation is able to increase the productive and profitability
of the organisation. In this context, Tomczak, Reinecke. and Kuss, (2018) connotes that
management needs to focus on improving their managing techniques and hire competent and
skilled staff in the organisation. Further, the management needs to concentrates on developing
the brand value of the company so that consumer can be retained and attracted adequately. They
need to focus on the price and product promotion strategies.
The impact of price and extra product promotions on store preference’ studies the
importance of store preference from the customer within same brand. In other words, customers
choosing Ashmore branch over other Pizza Hut stores. It was found that increasing the visibility
of store into extending suburbs where rival stores operate tend to increase sales by 12%. Frennea
and Mittal, (2017) argued that focusing on the preference of consumers are essential, but while
doing that, management diverted towards that direction only and eschews the other areas and
sector of growth. In order to achieve maximum productivity, the management of the
organisation needs to concentrate on the overall areas so that maximum sales can be achieved. In
restaurant sectors, the management can focus on improving the existing dish or producing a
unique one. In this way, the management will able to increase the sales and profitability of the
organisation. Paul, Mittal and Srivastav, (2016) said that by examining the product an
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organisation offers and coming up the ways consumer can consume it, the management will able
to increase the attraction and satisfaction of the consumer. In this method, the management or
manager needs to innovate new ideas and implement them in the business plan, so that maximum
growth and development can be observed.
In this context Tripathi, (2014) argues that it is the duty and responsibility of the manager
of the business organisation to make efforts and generates new and innovative ideas that leads
the organisation towards growth and development. Rapp and Baker, (2017) contends that adding
new feature to the products and services a firm can earn potential benefits out of it. In order to do
that, rigorous market research needs to made by the marketing manager of the business firm. He
or she needs to analyse the recent trends, customer preferences and market needs and then make
necessary transformation in the existing product category. This step can be successful in ceasing
the downfall of sales and results in the growth and development of the organisation. Patil and
Divekar, (2014) argues that in order to reduce the downfall of profits, the management of
business firms needs to reduce the overall marketing expenses. From the analysis of business
firms accounting sheets, it was identified that manager spends most of the revenue on marketing
of the organisation. Marketing is good for business organisation but management needs to
consider the amount they are or has been spending on the marketing of products and services on
various forms of media.
In order to attract more customers towards the business corporations, the management
needs to formulate and implement specific strategies. These strategies must be formulated by
making specific market research. This will aid in development of precise strategies effectively
and efficiently. It was identified since the inception of digital marketing, social media platforms
has been used by the organisations in order to advertise the products and services. Katsogianni
and Vouzas, (2017) said that social media marketing enhanced the promotional activity of
business firm, they were able to enlarge their customer base and able to reduce the downfall in
sales. Srinivasan and Saravanan, (2015) enunciates that management needs to cease the
manufacturing of the product if sales continue to plummet. Management needs to focus on the
products that are not giving profits to the organisation or fails to satisfy the customers and reduce
their production. By using retrenchment strategy, the management can reduce the production of
non profitable goods and services. Further, the manager can identify those companies who
supplies identical products to the same target markets. By doing that, they can make
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improvements in their existing brand and thus can reduce the down fall in sales. The researchers
and scholars have developed brief understanding about the ways through which organisation able
to earn and develop in the competitive market situations.
They have developed various theories and strategies through which the business firms
can sustain in the competitive environment (Parsa and et.al., 2015). There are numerous factors
that impacts on the growth and development of the organisation and it is the duty and
responsibility of the manager to develop specific strategies so that these factors can be eliminated
effectively and efficiently. The article proposed by authors explained that there are two factors
that impacts on the behaviour of customers. Which are price factor and unique product factor.
Customers are the whole and soul of the organisational growth and development. If the
organisation fails to satisfy the customers, then they will remain unable to attain their desired
goals and objectives (Poisson, 2018). In the era of globalisation, many new business
organisations are emerging rapidly that impacts on the behaviour of customers and influenced
the sales of other existing organisation. Thus, in order to increase the satisfaction among the
customers, the management of restaurant organisation needs to focus on two main factors of
promotions (Bleich, Wolfson and Jarlenski, 2016). Price based promotions is the act of offering
lower price either temporarily or permanent in order to enhance the effectiveness in the sales of
products and increasing the base of consumers.
The management needs to concentrate on developing the brand value of the company so
that consumer can be retained and attracted adequately. They need to focus on the price and
product promotion strategies (Hamerman, Rudell and Martins, 2018). The impact of price and
extra product promotions on store preference’ studies the importance of store preference from
the customer within same brand. In order to increase the market value and market share, the
management of the organisation needs to consider all the factors that are important to increase
the satisfaction of consumers. In the era of globalisation and competition, it is difficult for the
business to attract the customer. In this context, Dube and Linganiso, (2015) said that there were
various strategies used by the organisation in order to sustain in the competitive environment and
gain competitive advantages. The business manager must focus on both internal as well as
external environment that influences the functioning of the organisation. Strategies such as
brand development, customer satisfaction, use of digital technologies and promotional activities
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can help the management of the organisation to increase their productivity and profitability and
will able to sustain in the competitive environment.
2.4 Conclusion
From the above literature review, it can be understood that there are numerous factors
that impacts on the growth and development of the organisation. Authors and researchers
describes various factors and researcher in the above literature review interprets those factors
adequately. The price promotional and product promotional strategies derived by the authors has
been assessed. Further, the researcher also analysed the ways through which the declining sales
can be reduced by analysing the articles of various authors. In this way, researcher was able to
make effective theoretical background of the study.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is the third chapter of the research paper. Here the researcher will
describe the methods used by him or her in the particular research study. The researcher will
describe the research philosophy, approach, strategies and design. After that he or she will
explain the ways through which data has been collected from the present study. The methods
used for analysing the data will be explained in this chapter. Ethical consideration of the research
and limitation faced by the researcher will be described in this chapter.
3.2 Philosophy of research
Research philosophy is the belief through which the researcher will collect and analysed
the data. It is the outer part of Saunders Research Onion and while conducting the research study,
researcher needs to describe the type of philosophy he or she has used in the particular study
(Flick, 2015). There are four types of research philosophy and for the present study, the
researcher implant pragmatism research philosophy. Pragmatism research philosophy agrees the
concepts to be relevant only if they support action. The pragmatism research philosophy helps
the researcher to attain the aim and objectives of the research study effectively and efficiently.
3.3 Approach of research
Research approach is the guidelines which are followed by researchers while conducting
any research project or study. It helps the researcher to focus on the core of the research study
and formulate specific plan that leads the accomplishment of goals and objectives of the research
study effectively and efficiently (Taylor, Bogdan and DeVault, 2015). There are three types of
research approach and in the present study, deductive research approach has been used by
researcher. Deductive approach of research aid in examining the validity of assumption and in
deductive inference when premises are true, the conclusion are also true. Thus, in this way, the
deductive research approach helps the researcher to accomplish the aim and objectives of the
research.
3.4 Design of research
The general plan which are followed by the researcher to answer the research questions is
known as research design. There are several types of research designs which are used by the
researcher in order to conduct their research project or studies (Brinkmann, 2014). In the present
research paper, the researcher will be used descriptive research design. The particular research
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design helps the researcher to identify the reason for declining sales at Pizza Hut Ashmore and
researcher was able to accomplish the aim and objective of the research paper.
3.5 Strategy of research
Research strategies are very important and essential for the research project. In the
present study the researcher has used mixed research strategy including both the qualitative and
quantitative research method in order to analyse both primary and secondary data (Silverman,
2016). Quantitative techniques helped in understanding the factors on sales at Pizza Hut
Ashmore. Qualitative strategy helped in survey questionnaire and its analysis. In the present
research project, the researcher is using mixed research method involving both qualitative and
quantitative research method. By using both the research methods, the researcher was able to
accomplish the aim and objective of the research.
3.6 Data collection
Data collection is the most crucial and important process in the research study. It is the
process through which the researcher gather the vital data and information. There are two
sources of collection of data which are primary and secondary sources (Lewis, 2015). In the
present study, the researcher has used both the sources in order to gather the data. From primary
sources, face to face interview, observation and questionnaire method has been used. The
questionnaire has been provided to the employees and customers of Pizza Hut. To ensure
confidentiality, participants were allowed to put their responses in drop box or hand over it in
personal. The questions were close ended questions which are directly link with the sales of the
organisation. From secondary sources, food industry reports and sales statistics commissioned
by different companies has been used. It is important as it provides robust framework and
evidence to the industry research project. In this way, the researcher able to attain the goals and
objectives of the research paper.
3.7 Sampling
Sampling is the process of segregating small proportionate of data from the large pool of
information (Smith, 2015). In the research study, the researcher has collected data from several
customers and employees of Pizza Hut Ashmore. The sample size of interview is limited to 5 due
to time constraints. By using stratified random sampling technique, researcher selected
questionnaire responses of 30 customers and 10 employees working at the organisation. Simple
random sampling is used to solicit data representative of entire population. It may indeed be an
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entire population (census), but more frequently the sample sized is reduced to keep it
manageable. This helps the researcher to analyse the collected data and interprets it into
meaningful information effectively and efficiently. Sampling is very essential process of the
research as analysing whole collected data and information is not pragmatically possible. Thus,
sampling helps the researcher to attain the set goals and objectives of the research study.
3.8 Data Analysis
In order to analyse the quantitative data, SPSS tool is used. With the help of SPSS,
researcher was able to analyse the mean score of data. Mean and frequency tables has been
produces using descriptive statistics. In order to analyse the qualitative data, thematic analysis
has been used. The researcher created themes and provide interpretation of the data efficiently.
(Cicourel, 2016).
3.9 Ethical Consideration
Ethical issues are the issues that are discussed in the research study in order to clarify that
the researcher has conducted the research in fair and ethical manner. The present industry
research project for Pizza Hut Ashmore restaurant does not involve any high risk ethical issues.
Further, the researcher has described the motive of the research study which was provided on the
cover letter of survey, to the participants and gained their consent on it. The data which has been
collected in the process of research has been placed in secured and confidential location so that
negative consequences can be avoided. The participants can leave the questionnaire if they are
unwilling to participate.
3.10 Research Limitations
Research limitations are the limitations which were faced by the researcher while conducting the
industry research study on declining sales of Pizza Hut Ashmore. The limitation faced by the
researcher is described below: Selecting title of research study: Selecting title of the research study is the first issue
faced by the researcher. It was very difficult for him or her to select the appropriate data
for the research study.
 Collection of data: Another issue faced by the researcher was the collection of data.
There were various sources through which the data can be acquired and researcher faced
difficulty in selecting the appropriate one.
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CHAPTER 4 : DATA ANALYSIS AND FINDINGS
4.1 Introduction
This is the fourth chapter of the research study, where researcher will analyse the
collected data into meaningful information. The chapter is divided into two parts. In first part, the
researcher will interpret the primary data and in second he or she will interpret the secondary
data collected. Findings and discussion will be provided at the end of the chapter which will help
in providing brief understanding of the industry research study.
4.2 Data analysis of primary data
Qualitative Analysis
Analysis of interview conducted with team leader and staff members
Theme 1: Does your store uses precise technologies in order to sustain in the market??
Analysis: In the interview with the team leader and staff member of Pizza Hut Ashmore, the
question has been asked by the researcher in order to know whether the store uses appropriate
technologies in order to sustain in the competitive environment or not. Appropriate technologies
directly influences the sales of company as without technologies, the organisation would not able
to enhance the quality of products. In this context, team leader responds that appropriate
technologies has been used in the store and more investment has been laid in order to improve
the technologies. 3 staff members said that store has not been using the precise and appropriate
technologies thus reduces the effectiveness in quality. 1 member said that management has been
using precise technologies in the store. Thus, it implies that management is not using precise
technologies, which impacts on the sales of company.
Theme 2: What factors do you think influences the sales of Pizza Hut Ashmore restaurant?
Analysis: In the face to face interview with the team leader and staff member working in Pizza
Hut Ashmore, the question has been asked by the researcher about the factors that are
responsible for the lower sales. The team leader responds that there is not only one factor that
influences the sales. He responded that lack of customer satisfaction and conflicts within the
restaurant can be considered as the main reason for declining the sales. two staff members said
that poor marketing and lack of appropriate management within the organisation can be
considered as the reason for diminishing sales. Two staff members said that conflicts in the
organisation and lack of customer satisfaction is the major reason for the downfall in sales. Thus,
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it implies that lack of customer satisfaction and conflicts within the organisation is the major
reason for diminishing sales in the restaurant.
Theme 3 : Is Pizza Hut as a brand undergoing identity crisis issue?
Analysis: In the face to face interview, the question has been asked by the researcher to the team
leader and staff member of the restaurant about the identity crisis issue of Pizza Hut in Australia.
The team leader said that Pizza Hut is one of the biggest pizza chain incorporating in many
countries. The major competition is with Dominoes as it is considered as biggest pizza restaurant
in Australia. Though, he doesn't think the brand is facing identity crisis issue. One employee said
that yes, the brand identity of Pizza Hut is facing crisis issue due to higher price of dishes and
lack of unique pizza as compared to its competitors. Three employees said that no Pizza Hut in
Australia does not facing any brand identity crisis issue. They justify this by saying that the
organisation has adequate goodwill and reputation in the country as compared to its competitors
brands. Thus, from the above analysis, it can be stated that the Pizza Hut in Australia does not
facing any brand identity crisis.
Quantitative Analysis
Analysis of survey questionnaire with customers and employees
Quantitative Analysis of questionnaire with customers:
Frequency Table
Please select your gender?
Frequency Percent Valid Percent Cumulative Percent
Valid
Male 18 60.0 60.0 60.0
Female 12 40.0 40.0 100.0
Total 30 100.0 100.0
What is your annual income?
Frequency Percent Valid Percent Cumulative Percent
Valid
10000-20000 5 16.7 16.7 16.7
20000-30000 14 46.7 46.7 63.3
30000-40000 5 16.7 16.7 80.0
40000 and above 6 20.0 20.0 100.0
Total 30 100.0 100.0
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How often you have meal at Pizza Hut Ashmore
Frequency Percent Valid Percent Cumulative Percent
Valid
Often 7 23.3 23.3 23.3
Rarely 14 46.7 46.7 70.0
Sometimes 6 20.0 20.0 90.0
Never 3 10.0 10.0 100.0
Total 30 100.0 100.0
Which of these service aspects needs to be improved by Pizza Hut Ashmore and why?
Frequency Percent Valid Percent Cumulative Percent
Valid
Environment 2 6.7 6.7 6.7
Price 6 20.0 20.0 26.7
Food Quality 19 63.3 63.3 90.0
Location 2 6.7 6.7 96.7
Service 1 3.3 3.3 100.0
Total 30 100.0 100.0
Does Pizza Hut Ashmore home delivery service facility delivers pizza at your area?
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes 11 36.7 36.7 36.7
No 19 63.3 63.3 100.0
Total 30 100.0 100.0
Rate the quality of service given by employees of Pizza Hut Ashmore?
Frequency Percent Valid Percent Cumulative Percent
Valid 5 Star 4 13.3 13.3 13.3
4 Star 6 20.0 20.0 33.3
3 Star 7 23.3 23.3 56.7
2 Star 8 26.7 26.7 83.3
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1 Star 5 16.7 16.7 100.0
Total 30 100.0 100.0
Do you think that consistent high quality standards are maintained in Pizza Hut Ashmore?
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly Agree 3 10.0 10.0 10.0
Agree 2 6.7 6.7 16.7
Disagree 21 70.0 70.0 86.7
Strongly Disagree 4 13.3 13.3 100.0
Total 30 100.0 100.0
Do you feel new management able to delivers the promise they made?
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly Agree 1 3.3 3.3 3.3
Agree 10 33.3 33.3 36.7
Disagree 11 36.7 36.7 73.3
Strongly Disagree 8 26.7 26.7 100.0
Total 30 100.0 100.0
Through which media you usually get information about Pizza Hut Ashmore?
Frequency Percent Valid Percent Cumulative Percent
Valid
Internet 15 50.0 50.0 50.0
Radio 5 16.7 16.7 66.7
Newspaper 4 13.3 13.3 80.0
Television 6 20.0 20.0 100.0
Total 30 100.0 100.0
Rate the behavior of staff of Pizza Hut Ashmore?
Frequency Percent Valid Percent Cumulative Percent
Valid Excellent 4 13.3 13.3 13.3
Above Average 4 13.3 13.3 26.7
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Average 19 63.3 63.3 90.0
Poor 3 10.0 10.0 100.0
Total 30 100.0 100.0
Mean Score Analysis
Statistics
How often
you have
meal at
Pizza Hut
Ashmore
Which of
these
service
aspects
needs to
be
improved
by Pizza
Hut
Ashmore
and why?
Does
Pizza Hut
Ashmore
home
delivery
service
facility
delivers
pizza at
your area?
Rate the
quality of
service
given by
employees
of Pizza
Hut
Ashmore?
Do you
think that
consistent
high
quality
standards
are
maintained
in Pizza
Hut
Ashmore?
Do you feel
new
management
able to
delivers the
promise they
made?
Through
which
media you
usually get
information
about
Pizza Hut
Ashmore?
Rate the
behaviour of
staff of
Pizza Hut
Ashmore?
N
Valid 30 30 30 30 30 30 30 30
Mean 2.17 2.80 1.63 3.13 2.87 2.87 2.03 2.70
19

Qualitative analysis
Theme 1: Fill the following in order to specify the satisfaction with Pizza Hut Ashmore
Parameters Excellent Good Average Poor Total
Ambiance 5 15 5 5 30
Quality 7 9 10 4 30
Store 8 4 15 3 30
Price 10 11 4 5 30
Services 4 14 10 2 30
20

Theme 2: In your views, what changes are required by the store?
Analysis: In the questionnaire survey, the question has been asked from the customers regarding
their views about the changes which are required by Pizza Hut Ashmore. From the analysis of
sample, it was identified that 10 customers said that the management needs to focus on service
quality, 6 employees said that management needs to concentrate on improving the food quality, 3
customers said that management needs to focus on improving the behaviour of employees and 11
customers said that management needs to focus on using adequate technologies for faster and
efficient services.
Quantitative Analysis of questionnaire with employees
Frequency Table
Are you satisfied with the new management at Pizza Hut Ashmore?
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Agree 2 20.0 20.0 20.0
Agree 1 10.0 10.0 30.0
Disagree 6 60.0 60.0 90.0
Strongly Disagree 1 10.0 10.0 100.0
21

Total 10 100.0 100.0
Does new management provide adequate training to employees?
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly Agree 3 30.0 30.0 30.0
Agree 5 50.0 50.0 80.0
Disagree 2 20.0 20.0 100.0
Total 10 100.0 100.0
Do management uses information and technological devices at store in order to increase the
effectiveness in the performance?
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly Agree 6 60.0 60.0 60.0
Agree 2 20.0 20.0 80.0
Strongly Disagree 2 20.0 20.0 100.0
Total 10 100.0 100.0
Do management make effective measures in order to stop the declining sales at Pizza Hut
Ashmore?
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly Agree 2 20.0 20.0 20.0
Agree 1 10.0 10.0 30.0
Disagree 6 60.0 60.0 90.0
Strongly Disagree 1 10.0 10.0 100.0
Total 10 100.0 100.0
According to you which factor influences the sales of Pizza Hut Ashmore?
Frequency Percent Valid Percent Cumulative Percent
Valid Promotional activities 2 20.0 20.0 20.0
Increase in competition 2 20.0 20.0 40.0
Quality of pizzas and other
dishes
1 10.0 10.0 50.0
22

Customer satisfaction 5 50.0 50.0 100.0
Total 10 100.0 100.0
Mean Score analysis
Statistics
Are you satisfied
with the new
management at
Pizza Hut
Ashmore?
Does new
management
provide
adequate
training to
employees?
Do management
uses information
and
technological
devices at store
in order to
increase the
effectiveness in
the
performance?
Do management
make effective
measures in
order to stop the
declining sales
at Pizza Hut
Ashmore?
According to you
which factor
influences the
sales of Pizza Hut
Ashmore?
N Valid 10 10 10 10 10
Mean 2.60 1.90 1.80 2.60 2.90
23

4.2 Analysis of secondary data
The secondary data has been collected by the researcher by analysing food industry
reports, statistics of the company and analysing the official website of the organisation. After
analysing these sources it was identified that the sales graph of the restaurant is going
downwards constantly since last three years. By analysing customer review and rating it was
identified that customer was mainly dissatisfied with the services of the restaurant. Many of them
complained the restaurant opens late and sometimes it opens after 11 AM. The quality of pizza is
not up to the mark and customers are dissatisfied with behaviour of employees and management
after they complain about the pizza (Viglia, 2014). Sometimes, customer even not get delivery
even after their website showing confirmed order. This is considered as the biggest loophole and
the management needs to consider this issue in order to improve their declining sales.
4.3 Discussion
The management of business organisations are facing stiff competition in the globalised
era. In this context, in the present industry research study on declining sales of Pizza Hut
24

Ashmore researcher has analysed the reason due to which the sales are declining of the
restaurant. According to Ažman and Gomišček, (2015) in the era of globalisation and
competition, new business organisations are emerging rapidly, that impacts on business of
existing organisations and increase the level of the competition in the environment. Other than
competition, there are numerous factors that impact on the sales and profits of the organisation
such as poor management, organisational reputation, lack of employee and customer satisfaction,
poor quality of products and services, poor customer services, etc. After analysing the interview
and survey questionnaire, it was identified that majority of the customers were not satisfied with
the products and services offered by the restaurant. Many of them faced difficulties while dealing
with staff as they misbehave with them. According to the review of employees, manager and
team leader, inner conflicts and lack of customer satisfaction were considered as the main reason
for declining of sales. In order to sustain in the stiff competitive environment, the management of
the organisation needs to consider the importance of these factors. Customer satisfaction is an
essential factors and Pizza Hut Ashmore was not able to satisfy their customer efficiently.
25

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
The research paper was made on analysing the factors that declining the sales of Pizza
Hut Restaurant at Ashmore, Australia. In the following research paper, the researcher has
analysed and identified various factors that impacts on the organisation and behaviour of
customers. The overarching research aim was to analyse the factors behind sales decline in Pizza
Hut Ashmore project. In accordance with this context, the researcher has formulated both
primary and secondary research questions. In first chapter of research paper, researcher explain
the background of study, problem statement, structure of paper and significance of the research
paper. The following research paper will help the management of Pizza Hut Ashmore to make
the certain transformation in their restaurant so that maximum customer satisfaction can be
achieved. In the second chapter, the researcher analyse the articles and reviews various scholars
and researchers. From the analysis of literature review it can be understood that there are
numerous factors that impacts on the growth and development of the organisation.
Authors and researchers describes various factors and researcher in the above literature
review interprets those factors adequately. The price promotional and product promotional
strategies derived by the authors has been assessed. Further, the researcher also analysed the
ways through which the declining sales can be reduced by analysing the articles of various
authors. In this way, researcher was able to make effective theoretical background of the study.
The researchers and scholars have developed brief understanding about the ways through which
organisation able to earn and develop in the competitive market situations. They have developed
various theories and strategies through which the business firms can sustain in the competitive
environment.
There are numerous factors that impacts on the growth and development of the
organisation and it is the duty and responsibility of the manager to develop specific strategies so
that these factors can be eliminated effectively and efficiently. The article proposed by authors
explained that there are two factors that impacts on the behaviour of customers. Which are price
factor and unique product factor. Customers are the whole and soul of the organisational growth
and development.
In the third chapter, the researcher discussed the types of research methods used by him
or her in order to attain the aim and objectives of the research. The data has been collected from
26

both primary and secondary sources. From primary sources, face to face interview, observation
and questionnaire method has been used. From secondary sources, food industry reports and
sales statistics commissioned by different companies has been used. In this way, the researcher
able to attain the goals and objectives of the research paper. The sample size of interview is
limited to 5 due to time constraints. By using stratified random sampling technique, researcher
selected questionnaire responses of 30 customers and 10 employees working at the organisation.
The data has been analysed by using SPSS software. With the help of SPSS, the researcher was
produce mean score analysis and frequency table.
In the fourth chapter, the data analysis has been done by the researcher. With the help of
tables produced in this chapter, the end users and management will be able to acquire adequate
information which helps them to make certain improvements. After analysing these sources it
was identified that the sales graph of the restaurant is going downwards constantly since last
three years. By analysing customer review and rating it was identified that customer was mainly
dissatisfied with the services of the restaurant. In order to sustain in the stiff competitive
environment, the management of the organisation needs to consider the importance of these
factors. Customer satisfaction is an essential factors and Pizza Hut Ashmore was not able to
satisfy their customer efficiently.
5.2 Recommendations
In order to increase the sales of Pizza Hut at Ashmore, researcher has listed and described
several recommendations. By following these recommendations, the management of Pizza Hut
Ashmore can improve their sales and satisfaction among customers. The recommendations are
listed below: Identifying needs and expectations of customers: In order to identify the needs and
expectations of customers, the management needs to conduct an effective market
research. It is being recommended to the management of the organisation to focus on the
needs and expectations of the customer. This will help them to sustain in the competitive
environment and their sales performance can be improved. Improving marketing tactics: It is the duty and responsibility of the marketing manager
to improve the existing marketing tactic so that more and more customer attraction can be
gained.
27

 Employee training: Though the management is providing adequate training to
employees, still certain issues were observed. It is being recommended to the
management to improve their training plan and the training plan must focus on effective
communication and interpersonal relationship in the organisation.
 Proper management: In order to improve the sales performance, the management of
Pizza Hut Ashmore needs to improve their management practices. This will help them to
reduce the elements or factors that degrades the sales and the organisation will lead
towards growth and development.
28

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Online
Pizza Hut Logo, 2018 [Online]. Available
through:<http://logos.wikia.com/wiki/File:Pizza_Hut_Logo_2.png>
Welcome to your Ashmore Pizza Hut!, 2018 [Online]. Available
through:<https://www.pizzahut.com.au/store-details/1990/Ashmore>
30

APPENDIX A
QUESTIONNAIRE TO CUSTOMERS
1. Please select your gender?
 Male
 Female
2. What is your Age?
3. What is your annual income?
 $10000-$20000
 $20000-$30000
 $30000-$40000
 $40000 and above
4. How often you have meal at Pizza Hut Ashmore?
 Often
 Rarely
 Sometimes
 Never
5. Which of these service aspects needs to be improved by Pizza Hut Ashmore and why?
 Environment
 Price
 Food Quality
 Location
 Service
31

6. Does Pizza Hut Ashmore home delivery service facility delivers pizza at your area?
1. Yes
2. No
7. Rate the quality of service given by employees of Pizza Hut Ashmore?
1. 5 Star
2. 4 Star
3. 3 Star
4. 2 Star
5. 1 Star
8. Fill the following in order to specify the satisfaction with Pizza Hut Ashmore:
Parameter Excellent Good Average Poor
Ambiance
Quality
Store
Price
Services
10. Do you think that consistent high quality standards are maintained in Pizza Hut Ashmore?
1. Strongly Agree
2. Agree
3. Disagree
4. Strongly Disagree
11. Do you feel new management able to delivers the promise they made?
1. Strongly Agree
2. Agree
3. Disagree
32

4. Strongly Disagree
12. Through which media you usually get information about Pizza Hut Ashmore?
1. Internet
2. Radio
3. Newspaper
4. Television
13. Rate the behaviour of staff of Pizza Hut Ashmore?
1. Excellent
2. Above average
3. Average
4. Poor
14. In your views, what changes are required by the store?
33

APPENDIX B
QUESTIONNAIRE TO EMPLOYEES
1. Are you satisfied with the new management at Pizza Hut Ashmore?
1. Strongly Agree
2. Agree
3. Disagree
4. Strongly Disagree
2. According to you which factor influences the sales of Pizza Hut Ashmore?
Promotional activities
Increase in competition
Quality of pizzas and other dishes
Customer satisfaction
3. Does new management provide adequate training to employees?
1. Strongly Agree
2. Agree
3. Disagree
4. Strongly Disagree
4. Do management uses information and technological devices at store in order to increase the
effectiveness in the performance?
1. Strongly Agree
2. Agree
3. Disagree
4. Strongly Disagree
5. Do management make effective measures in order to stop the declining sales at Pizza Hut
Ashmore?
1. Strongly Agree
34

2. Agree
3. Disagree
4. Strongly Disagree
35