Critically Analysis of Service Process Design of KFC

This report provides an overview of the service process design of KFC, including service blueprint, service environment, and ethical implications of technology. It analyzes the customer actions, onstage and backstage employee contact, support process, and service capacity and performance management.

KFC Delivery Service

Table of Contents
INTRODUCTION...........................................................................................................................3
Critically Analysis of Service Process Design of KFC...................................................................3
KFC Service blueprint.................................................................................................................4
Physical Evidence-......................................................................................................................4
Customer actions-........................................................................................................................4
Onstage Employee Contact-........................................................................................................5
Backstage employee-..................................................................................................................5
Support process-..........................................................................................................................5
Service Environment...................................................................................................................5
Critically Evaluating the role and Ethical Implication of Technology in KFC Service Delivery...6
Role of Technology.....................................................................................................................6
Technologies used by KFC.........................................................................................................6
Ethical implications.....................................................................................................................6
Critically Analysis of How Service Capacity and Performance is Managed..................................7
Balance Score card Norton and Kaplan......................................................................................7
Financial .....................................................................................................................................7
Customers....................................................................................................................................7
Internal Business Processes.........................................................................................................7
Learning and Growth..................................................................................................................7
Service Capacity..........................................................................................................................8
CONCLUSION................................................................................................................................8
RECOMMENDATION...................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
This report provides an overview of the service process design of organisation which
includes service blueprint, an overview of service environment. The Company must also identify
the fall points through which they can loose their customers and create a dissatisfaction among
them. In this report there is also an evaluation of ethical implication of technology in Company's
delivery service. The technology which is used by the organisation for service delivery and the
implication of the growth in technology in context of privacy, fraud, tracking, etc. must be
assessed. A brief explanation of how service capacity and performance is managed by Company
which includes balance score card, financial, internal business process, customers, etc. are
discussed in report. The chosen organisation for this report is KFC, it is a fast food restaurant
which is headquartered in US. After McDonald's, KFC is world's second largest restaurant chain
which is located globally. KFC stands for Kentucky Fried Chicken, the internal and external
layout of the company is attractive with pleasant lighting and different colour schemes. They
have their own warehouse in which dry food supply such as frozen food, burger buns are
managed.
Critically Analysis of Service Process Design of KFC
Service Blueprinting is a process through which a guidance is provided related to the
service process of Organisation which includes service consumption and production (Zhang and
Xu, 2016). The main purpose of Service process is to understand the delivery process from the
perspective of customers so that Company can make changes in service design and improve their
process.

KFC Service blueprint
The Service Blueprint of KFC shows service design of organisation. With the help of
Blueprint company is examining their interaction with customers and the experiences they served
to them. In blueprint there are two dimensions horizontal or vertical axis. The horizontal axis
shows the chronology of actions which is done by company and service customers. The vertical
axis shows difference between area of actions which are separated by various lines. The service
blueprint of KFC have some elements they are-
Physical Evidence-
The Physical evidence of Company includes the location, car park signage, website, food
items, posted menu and the pictures of customers who visit in KFC (Lynch et. al., 2019).
Customer actions-
The Customer actions shows the interaction of customers with the products and services
of KFC. These actions are shown in boxes which are based on sequences that reflects the action
flow of customers. In KFC Blueprint their services are start from providing information to their
customer through Website. When the customer get entered in KFC they will look out the proper
sitting arrangement, light decoration, menu and good system. The Customer place an order at

reception and wait for their order. When order get ready it is served to the Customer. They can
eat the food while sitting in dining room and could also take away food at home. The attitude of
consumers towards delivery platforms is to have delivery on adequate time. Generally customer
faces problem of slow delivery that makes them wait for their food. The latest trend for eating
out in restaurant is to maintain social distancing, people are avoiding eating at restaurant due to
impact of COVID 19 for attracting the customer during this period KFC has piloted self driving
cars that helps in maintaining social distancing and customers can take their order without
interacting with humans. KFC have also maintained safety precautions for the customers who are
visiting in their outlet for having meal (Lu, 2016).
Onstage Employee Contact-
The onstage employee Collects payment from customers and they only perform the
transaction. The actions of employees are directly seen by customers. The action can be human
to computer or human to human actions. The employees communicate with customer face to face
during the service delivery.
Backstage employee-
The backstage actions of employees create an impact on customers as they are invisible
actions. The actions of backstage employees are separated by line of visibility. The above of the
line of visibility is shown seen by customers and below of the line is invisible.
Support process-
Support process is fourth component of Blueprint in which employees who doesn't
interact with customers need to interact with them and deliver the services. The quality of service
is impacted by activities which are below the line of interaction.
The falling point that makes customer dissatisfied are slow services or delivery. The
organisation don't value the opinion of customers or the behaviour of staff are rude. KFC Can
also take feedback from customers related to their services which could help them to improve
their services.
Service Environment
The service environment of KFC is used to evaluate the services which is offered by the
organisation (Peng, 2019). The purpose of service environment is to shape the experiences and

behaviours of customers. This also helps to determine the perception, image and position in the
mind of customers related to Company.
Critically Evaluating the role and Ethical Implication of Technology in KFC
Service Delivery
Role of Technology
The role of technology in KFC helps to improve the brand image in front of customers.
The technology also helps to attract large number of customers towards the restaurant. KFC use
various technologies to make increase in their employees and customers experiences (Berezina,
Ciftci and Cobanoglu, 2019).
Technologies used by KFC
KFC uses various technologies to make their customers enhancing their dining
experiences. Due to COVID 19, KFC have adopt rapid innovation to gain strong customer base.
The Company have introduce self driving cars in Shanghai so that consumer can easily order
their food by viewing transparent display window and scan a QR code for ordering their food.
The door of the car will automatically open after payment when order is ready and customer can
take away their food. The restaurant has piloted Smart lockers that helps customers to take away
their orders using their mobile phones (Boukis, 2019). This helps to reduce the need of human
contact, maintaining social distancing and waiting lines. The restaurant have cameras to keep
their eyes on employees and customers. They have introduced facial recognition features that
helps customers to pay for their order by looking at camera. They have also introduced motion
sensing technology for bringing entertaining virtual experiences in restaurant. In a restaurant
there is a play section for children a large screen is installed for enjoying and experiencing new
games in play area. They provide an opportunity for children to be active and enjoy the games.
Ethical implications
There are various ethical implications when new technology is introduced to speed up the
service process. It is a responsibility of KFC to make customers data protected so that any fraud
cannot take place. When KFC is tied up with any online food delivery platform, customers order
their food from food delivery sites they pay online so KFC is responsible for taking care of
customers data (Ray et. al., 2019).

Critically Analysis of How Service Capacity and Performance is Managed
Balance Score card Norton and Kaplan
It is a model which is developed in 1990's which helps an organisation to measure their
performance including both financial and non financial data. The main aim of Balance Score
card is to align the activities of business to its vision and strategy, improves communication and
monitor the performance, whether they are going towards the path of achieving goals or not. The
Mission of KFC is to build their organisation to fastest growing restaurant with most trusted and
loved brand. The vision of the company is to sell food in friendly and fast environment that could
serve food to healthy minded consumers with price conscious. The objectives of KFC is to have
polite employees who contribute in increasing the profit of the company. They also want to make
customers happy with their facility and services. The organisation wants to increase their
percentage of shares in Market (Cho et. al., 2019).
Financial
The Financial objective of the company is to increase the profitability which can be
create with the help of employees and customers. For maximising the profit KFC have to reduce
the cost of its product that helps to attract more customers. The KFC is performing quite well in
cost, quality and dependability.
Customers
The Customers have opinion for improving the speed objectives of KFC. They have to
wait for a long period of time for taking their order. The Customers also face problem of High
Price which they want to get lower for enjoying the meal of KFC.
Internal Business Processes
The Company uses various technologies to enhance customer experiences. KFC was one
of the first company to pilot self driving cars through which customers can view menu options by
transparent display window and order the food by scanning QR Codes (Yoganathan et. al.,
2021). KFC also have smart locker contactless options by which customers can easily collect
their takeaway orders.

Learning and Growth
The service of the Company is Slow which create an impact in its growth. Thus, KFC is
providing training sessions to their staff for increasing their speed in receiving orders and
cooking process.
Service Capacity
The Service Capacity of KFC have five elements that pushes them to limit its point of
operation. They are number of staff, available eating space, number of queues, speed of cooking
and delivering. KFC have many shifts of employees in a day during working hours. In restaurant
at least 12 employees are present during rush hours. They maintain clean table for their
customers so that they can have their meal. KFC is working on their speed for cooking and
delivering the food and serve to customers (Im and Qu, 2017).
CONCLUSION
From the above information it is been concluded that there are various process design
which must be evaluate and analysed. In an organisation there are technologies which are used in
Service delivery that attracts customers. There are Service capacity and performance which must
be managed by the company. The restaurant must make sure that the atmosphere should be
comfortable for employees and customers. The quality of food must be excellent and consistent
even at late night too. The restaurant must serve food considering health and safety of customers.
RECOMMENDATION
Some of the recommendations after analysing KFC Closely is that they have gain a huge
market share by their KFC grilled Chicken. Some customers like the product but some avoid to
eat Grilled Chicken due to Calorie and Health issues. KFC must focus on Vegetarian Customers
with Non Vegetarian Customers. They have to launch new products for vegetarian customers so
that they can target new customer base with new product. By focusing on both the sector KFC
can gain more profit and increase in their growth. For example. In India, customer prefers
vegetarian food more as comparison to Non vegetarian food. In this country the market position
of KFC is not so good due to its high price and non vegetarian food. KFC must decrease their
prices so that they can attract strong customer base. With the help of decreasing price they can
gain customers of all class segments. KFC must include more vegetarian meal in their menu so

that they can focus on new segment who love to eat Vegetarian food. The restaurant must serve
food with best quality that makes consumers satisfied with products.
KFC must ensure that they serves food with high quality at late night also. They should
capture the market with highly located area by which they can introduce more restaurant in
malls, amusement parks, etc., to enhance their market share in developing and growing Market.
For attracting more customers, KFC must offer food at affordable price with discount packages.
The restaurant must provide membership card to customers so that they can collect extra credit
points. For increasing their brand value more the company can organise promotional Campaigns
to reach large number of audiences. They need a change in their Hot menu and it must be more
dynamic with introducing new innovative food that gives local taste to consumers. The food
must be fresh that should not affect the health of customers. KFC can add food and vegetables in
their menu so that the person who is vegetarian can also enjoy the meal with delightful ambient.

REFERENCES
Books and Journals
Berezina, K., Ciftci, O. and Cobanoglu, C., 2019. Robots, artificial intelligence, and service
automation in restaurants. In Robots, artificial intelligence, and service automation in
travel, tourism and hospitality. Emerald Publishing Limited.
Boukis, A., 2019. Exploring the implications of blockchain technology for brand–consumer
relationships: a future research agenda. Journal of Product & Brand Management.
Cho, M and et. al., 2019. Restaurant purchasing skills and the impacts upon strategic purchasing
and performance: The roles of supplier integration. International Journal of Hospitality
Management. 78. pp.293-303.
Im, J. and Qu, H., 2017. Drivers and resources of customer co-creation: A scenario-based case in
the restaurant industry. International Journal of Hospitality Management. 64. pp.31-40.
Lu, Y., 2016. Social media crisis communication strategies—a case study of KFC in China.
University of South Dakota.
Lynch, M and et. al., 2019. “RIP KFC”: Public Perceptions of a Fast-Food Restaurant
Closure. Ecology of food and nutrition. 58(2). pp.120-141.
Peng, M. Y. P., 2019, July. Understanding Small and Middle Enterprises' Internationalization
Process at Food and Restaurant Service Industry. In 2019 16th International Conference
on Service Systems and Service Management (ICSSSM) (pp. 1-5). IEEE.
Ray, A and et. al., 2019. Why do people use food delivery apps (FDA)? A uses and gratification
theory perspective. Journal of Retailing and Consumer Services. 51. pp.221-230.
Yoganathan, V and et. al., 2021. Check-in at the Robo-desk: Effects of automated social
presence on social cognition and service implications. Tourism Management. 85.
p.104309.
Zhang, Z. and Xu, L., 2016, July. The research of service innovation on the base of catering
service process—Taking HaiDiLao as an example. In 2016 International Conference on
Logistics, Informatics and Service Sciences (LISS) (pp. 1-6). IEEE.