Strategic Customer Journey Mapping: 'Frog' Restaurant by Adam Handling

This report provides a customer journey map analysis for 'Frog' Restaurant by Adam Handling, a flagship UK-based restaurant. It identifies key stages such as trigger points, decision-making processes, searching for options, ordering, payment, and waiting times. The analysis aims to understand the customer experience at each stage, highlighting the importance of marketing, service quality, and customer satisfaction. The report also emphasizes the impact of factors like online reviews, restaurant ambiance, and technological advancements on customer choices and overall dining experience, with a focus on enhancing customer loyalty and operational effectiveness.

Hospitality Consultant
Restaurant “Frog” by Adam
Handling

EXECUTIVE SUMMARY
Customer journey mapping is the process through which the customer goes through for
before purchasing the products or services of the company. “Frog” by Adam Handling is the
restaurant which is restaurant founded by Adam Handling that is based in UK. This organization
is a flagship restaurant thus, the expectation of the customers regarding this business is very
high. It can be said as the method which allows the business in understanding the stages which
the customers goes through which is directly related to their decision-making process. It can be
said as the method that allows the business in increasing its productivity.

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................5
Customer journey mapping process for service blueprints..........................................................5
CONCLUSION AND RECOMMENDATIONS..........................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consultancy in the hospitality organization is considered to be the professional advisor
which is provided to a restaurant for the establishment of the smooth and profitable management
of the organizational policies. For this project the chosen organization is “Frog” by Adam
Handling which is a UK based hospitality organization which is located at the heart of the
Covent garden. This organization is established by Adam Handling who is chef and restaurateur
who owns five food and drink venues across the London. This organization was established by
Adam in the September 2017 as a flagship restaurant (Heuchert, 2019,). It is restaurant which is
basically the showcase of the talent of this chef which with an impactful result of combination of
the technical savvy. This restaurant is thus, successful in the creation of the freshest seasonal
produced exiting flavour for paring with the existing flavour pairings. Adam handling is very
accomplished chef who has brought love and intense flavours for the kitchen for the learning of
the beautiful presentation of the dishes for the starts which can be carefully sourcing the top
quality, seasonal ingredients and the preparation of the different numbers of creative ways for
enhancing the inherent properties for delivering the real depth of flavour and harmony.
The location of this hospitality organization is also a very effective way in which the
organization would be able to attract new customers. In this organization the development of the
new strategies can be considered to key to the success of this restaurant's operations. In the
current market the of the restaurant business the customers trends have been the towards the
safety. Safety first is now the most important trend which is to be followed by all kinds of
business in order to provide the customer's assurance of how their health and safety concerning
the Covid-19 rules and regulations. This restaurant has also been able to bring new technology in
the market with the help of developing strategies also enhancing the experiences of the
customers with new gadgets and software. In this current trends of the customers they desire
proper cleanliness in the organizational operations which would help the business in the
management of the restaurant operations and effectiveness. There are different sorts of
expectations which the customers have with this restaurants considering the facts that it is
founded by a chef who is very well-known in the community. It can be said that the customers
are expecting to have very delicious food as it is prepared by the recipes of Adam handling. They
also desire pleasant atmosphere and comfort the restaurant. Due to the high quality of food the
customer will have to pay high prices for this restaurant thus, their expectation standards are very

high in comparison to the other restaurants. They also want to be treated with kindness and
cordial treatment from the staff which can help with the throughout dining experiences. In this
project the customer journey map for the customers of this restaurant which will help this
organization in understanding the stages which the customers go through.
MAIN BODY
Customer journey mapping process for service blueprints
The customer journey map is the diagram which depicts the stages which the customers
go through during its interaction with a company. For the “Frog” restaurant by Adam Handing
the customers journey mapping will have the following Customers Journey Map.
Source : Restaurant Food ordering and Delivery Customer Journey Map Template, 2021
This map shows the different stages the customer of this restaurant goes through while
going through the practices.
Trigger Point Time, huger or occasion :
This is that stage in which the customer develops a need for visiting the restaurant which
is the stage in which the customer is either hungry. It can be due to time factor which means
generally the customers eat food at a certain time which can be related to the time or date. It can
be said that the customers generally prefers this timing for providing the general practices of the
learning experiences (Rudkowski and et. al., 2020). There are customers which visit restaurants
on certain occasions such as, birthdays, anniversary or other factors that is an influencing factor
for the trigger point of the reason for visiting the restaurant by a customer. It is the stage at which
the customers have no idea about what they want to eat thus, it is important for this restaurant to
increase its marketing practices such that the customer are attracted to the ads and other
marketing services.
Decision to order food :
The customers before visiting the restaurant nowadays are considering the options of
ordering food at their place. The decision for ordering the food and be very dependable on

different factors. Customers might prefer their food fresh and served to them on a table rather
than order it and doing most of the hard work by themselves (Erkmen and Hancer, 2019). This
decision-making is also depended on the facts that the delivery charges which the customers
have to pay for the order the food can be additional expense which can be avoided by them by
visiting the restaurant. Some customer makes the decision of visiting the restaurant due to the
fact that they like to witness the services. The ambience of the certain restaurant are very
influencing factor that acts as a decisive reason for selecting such an option.
Searching for food options :
Customers prefer to have a look at all the food options over the internet or through
personal or others experience for having an understanding of which food they want to eat. The
customers visit different websites over the internet which provide the details about the quality of
the food and ambience of the different restaurants in the locality of the customer (Vakulenko and
et.al.,2019). Some customers are helped from their friends and families experiences that suggests
them the restaurants that they should visit. Some food searching process are won by the
restaurants that are in the current trends of the society. These trends are generally discovered by
the customers through the help of social media. This is one of the reasons why the organization
needs to be very effective in the development of the organizational policies.
Exploring different options :
Over the internet the customer find different option of restaurant which they can go to for
eating their desired type of food. In London there are many such options which can provide the
quality of food which could be a great competition to the “Frog” restaurant by Adam Handling.
This comparison between the different options help the customer in the decision-making process.
The customers after the exploration of the different types of options are able to understand the
pros and cons of their services and methods. Some customers after this exploration take advice
from the friends and family which have previously visited such restaurant (Oliveira, Birrell and
Cain, 2020). This is the reason why the restaurants focus on improving the customers experience
of each and every customer.
Selection of different options :
It can be said that with the help of all the information gained in the previous few stages of
the customers journey map the customers are now set to make the decision. It is a stage in which
the customer analyses the prices and compares it with the other restaurants. Other than the prices

there are certain customers which make their decision on the basis of the reviews of the
restaurant that are presents on the websites (Liu and Tse, 2018). These reviews are given by the
customers that have previously visited the restaurant. Other customers which are loyal to the
services and the dishes would choose that organization despite the attractiveness of the other
restaurants.
Ordering Food :
The customers after visiting the restaurant which they have selected after going through
all the previous stages. Customers order the food on the basis of their taste and preferences.
There are certain customers which prefer the order food which is more value to money. Thus,
these customers are able to make decision on the basis of the food which they are ordering for
the customers. It can be said that the customers are able to make their decision. The consumer
also make their decision on the basis of the which is the trending or the best meal that the
restaurants have. In this process the restaurants also play very big role towards the management
of the food practices (Nandini and Kumar, 2019). The ordering of the food is done by the
customers when the business is able to understand the benefits of how the restaurant can provide
the customers with the different range of items out of which they can order. For better
understanding of the order the customers can be provided with images on the menu, so they can
look at the order of what they are ordering.
Payment :
The customer in this stage of the customer journey map makes the decision of payment.
For a restaurant like “Frog” restaurant by Adam Handing the customer pays the bill after the
having the cuisine which they have ordered. However, there are scenarios in which the customers
pay first before they take the food. Thus, this payment is done by the customers through different
methods. It can be through cash or card. In the current trends the customers prefer to use digital
technology for the payment of the food. These payments are made by the customers to accept
what they want to pay for the services and products. It can be said the customers in this stage pay
for what they are desiring or want to consume as a product. The payment made by the customers
are considers to be the most important factor for the business as it needs to have all the available
and legal forms of payment which the customer can chose for the payment of the customers
order.
Waiting for food :

This is the stage in which the customers have ordered the food and made the payment. In
this stage the customers have to patiently wait for the food for getting prepared. The longer the
customers have to wait on the table the customers starts to get impatient. It starts showing some
signs of anger. This is one of the most commonly known reason which impacts the customers
experience towards a hotel (Espinosa and et.al.,2018). Most hotels which have strong brand
image generally do not have such a long waiting period and thus, the customers are not
unsatisfied with the products and services of the organization. In some restaurants there are other
services or fun activities which the customers can enjoy prior to their food that they have
ordered. The customers are able to understand the importance of waiting for food in order to
recognize the importance of practices which can help the customer to be productive in the
management of the organization.
Receiving or picking up food :
This is the stage in which the food arrives for the customers at this stage the customers
are getting ready for the preparation of food. This is the stage in which the food that is prepared
by the restaurant is the received by the customers on the table or get it derived to their home. It is
the stage in which the expectations of the customers is very high. The presentation of the food is
very important for a flagship restaurant such as “ Frog” by Adam handling. The focus of the
customers on this stage is completely on the presentation of the food and how hygienically the
food is presented to them.
Setting the table :
This is the stage in which the waiter serves the customers with the food that they have
ordered on the table of the customers. There are different organization in which the serving
procedure is different. This is an essential stage which allows the organization in the
development of the strategy which the business can adopt for the management of the
organization and its policies (Ishak and et. al.,2020). For this hotel of Adam Handling this
process is carried out my trained professionals which is essential for the business to understand
the importance of the setting up of table for the customers. It helps the business in the
development a strong strategy that allows the business with increase in its productivity.
Customers are expecting the business to provide strategies that can create effectiveness of the
organizational management,
Enjoying the meal :

It is the most important stage of the customer journey mapping in which the customer
enjoys the meal, which is the food that they have ordered. It is the stage in which the customers
are able to satisfy themselves by having the products and services. In this stage the customers are
able to judge the deliciousness of the food for this restaurant. Most of the customers are able to
develop the strategy which is relevant to the understanding of the meals which they are enjoying.
It can be said that the customers are able to understand the productivity of the organization and
also provide the business effective strategies. The quality of the meal is very important for the
customers to provide the business with strength (Etemad-Sajadi, 2018). Customer have made up
their decision of choice of the restaurant after the consideration of many other restaurants. Thus,
it is very essential for the restaurant to provide the customers the services which can help them to
increase their productivity. This is also known as the practices that are considered as a way of
marketing without actually spending on any marketing techniques.
Cleaning :
This is the stage in which after the customer have eaten their food they have developed an
understanding of how much the organization needs to provide. Cleaning the table is very
important after the customers have eaten as the customer are not going to order again unless they
are provided with a clean table which they can wait for sitting on the table. It is understood that
the customers are able to help the business to clear the strategies which are related to the
development of the organizational effectiveness. It can be said that the customers which are
concerned about the hygiene are impacted from the management of the organizational operations
which helps the business in the development of the business and its practices.
Feedback :
It is the stage in which the customer are asked for feedback from the restaurant so that
their perspective towards the taste and the quality of the food and be understood. This also
allows the organization to understand the changes which are necessary for the organization. With
the help of this analysation the business is able to develop understanding of how effective the
food of the organization has been for being effective towards the organizations recipes
(Restaurant Food ordering and Delivery Customer Journey Map Template, 2021). It can be said
that with the help of a feedback the business is also able to understand the customer preferences
towards the products and services of the business. This hotel is able to develop a strong

understanding of how the business is able to interpret with the development of organizational
practices.
CONCLUSION AND RECOMMENDATIONS
With the help of this project it can be concluded that the restaurant of Adam Handling the
“Frog” needs to relate its operations with its customer journey mapping. This organization needs
to have proper systems related to the marketing and promotions such that the customers are able
to get to know about the restaurant which is a part of a very competitive market. This restaurant
can also use social media to communicate and also post media of the food for the attraction of
the customers. In this restaurant quality of its food needs to be ensured by the business such that
the products quality is maintained as a result of the customers will act as a marketing strategy for
the business. It can also provide the business with a secondary element that has the power of
effectively help the business with the productivity of the management of the organization. In this
organization the business is able to be product and also be able to develop an operation which is
statistically effective in the organization. There are other suggestions which can be provided to
this restaurant regarding the implementation of technology for improving the customers
experience. This will also help the business in increasing its productivity and also b e able to
exceed the expectation of the business regarding its operations. In this project the customer
journey map for this organization has been show and applied with relation to the stages which
influences the decisions of the customers.

REFERENCES
Books and Journals
Erkmen, E. and Hancer, M., 2019. Building brand relationship for restaurants: An examination
of other customers, brand image, trust, and restaurant attributes. International Journal of
Contemporary Hospitality Management.
Espinosa, J.A., and et. al.,2018. I’ll have the usual: how restaurant brand image, loyalty, and
satisfaction keep customers coming back. Journal of Product & Brand Management.
Etemad-Sajadi, R., 2018. Are customers ready to accept revenue management practices in the
restaurant industry?. International journal of quality & reliability management.
Heuchert, M., 2019, July. Conceptual Modelling Meets Customer Journey Mapping: Structuring
a Tool for Service Innovation. In 2019 IEEE 21st Conference on Business Informatics
(CBI) (Vol. 1, pp. 531-540). IEEE.
Ishak, F.A.C., and et. al.,2020. The Multifaceted of Themed Restaurant: Exploring the Unique
and Vulnerable Elements in Staging Authentic Dining Experience. International Journal
of Academic Research in Business and Social Sciences. 10(3).
Liu, P. and Tse, E.C.Y., 2018. Exploring factors on customers’ restaurant choice: an analysis of
restaurant attributes. British Food Journal.
Nandini, A.S. and Kumar, R.G., 2019. Green kitchen family restaurant: Managing the new age
customer. South Asian Journal of Business and Management Cases. 8(2). pp.155-166.
Oliveira, L.C., Birrell, S. and Cain, R., 2020. Journey mapping from a crew's perspective:
Understanding rail experiences. Applied ergonomics. 85. p.103063.
Rudkowski, J., and et. al., 2020. Here Today, Gone Tomorrow? Mapping and modelling the pop-
up retail customer journey. Journal of Retailing and Consumer Services. 54.
Vakulenko, Y., and et. al.,2019. Service innovation in e-commerce last mile delivery: Mapping
the e-customer journey. Journal of Business Research. 101. pp.461-468.
Online
Restaurant Food ordering and Delivery Customer Journey Map Template, 2021.[Online].
Available through: <https://custellence.com/templates/food-ordering-and-delivery-
customer-journey-map-template.html>