MKT203 Services Marketing: Grill'd Service Offering and Blueprint

This report provides a detailed analysis of Grill’d's service marketing strategy, focusing on their service offering and service blueprint. It begins with an overview of Grill’d, an Australian food chain known for its burgers, and then delves into its service offerings, categorizing them into core, supplementary, and augmented services, illustrated by a diagram. The report further explores Grill’d's service blueprint, outlining the various stages of customer interaction, employee actions (both on-stage and backstage), physical evidence, and support processes involved in delivering their services. The analysis highlights Grill’d's commitment to quality food, customer service, and operational efficiency, concluding that these factors contribute significantly to the company's success in the competitive food industry.

Service marketing
8/15/2018
Grill’d

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Contents
Introduction......................................................................................................................................2
Overview of company......................................................................................................................2
Service offering...............................................................................................................................3
Service offering diagram.............................................................................................................3
Service blueprint..............................................................................................................................5
Service blueprint diagram............................................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
Service marketing is marketing based on the value and relationship. It is a broad category of
marketing strategies which include the process of selling telecommunications, health treatment,
financial hospitality, car rental, professional services and others (Lovelock and Patterson, 2015).
The report includes the details related to the service offering and service blueprint of the selected
company who offer the services to their customers. The company that has been selected for the
analysis is Grill’d, an Australian food chain. The analysis related to service offering is explained
with the help of the diagram. In addition, the step by step process that is followed by the
company for offering the services is also explained in this report.
Overview of company
Grill’d is an Australian food chain that was founded by the Simon Crowe in the year 2004. The
company offer the wide range of burgers in vegetarians and non-vegetarians due to which the
company falls in the food and beverage industry. Grill’d introduced only 5 restaurants by the
year 2005 and since then the company is willing to open more and more outlets. This is evident
from the outlets of the company in the year 2010 as it increases to 35 restaurants and it increased
to 125 by the end of the year 2013 (Grill’d, 2018).

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Service offering
A service offering includes the set of the services commitments which uniquely define the level
of service is related to the scope, availability and the pricing. Grill’d ensure that they offer the
healthy burgers to their customers (Powell & Nguyen, 2013). In simple words, the service of fast
food is effectively done by the company. These services are segmented into core services,
supplementary and the augmented services. The below given is the diagram of the service
offering that is offered by the Grill’d to their customers.
Service offering diagram
Core services
Grill'd food chain
offer qulaity and
delicious food
mainly burgers
Reservation
services
Parking
services
Cashier
services
Billing
services
Free Wi-fi
service
Supplementary services
Augmented services
Effective
communication
with customers
Peace and
enjoyable
atmosphere to
customers
Entertainment
facilities to the
children’s
On time
delivery
services

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The service offering diagram reflects the different types of services that are offered by the
company to their customers which include the core services, supplementary services and the
augmented services. The explanation for the same is given below: -
Core services
The core service that is offered by the Grill’d company include the delicious food with quality.
The quality of the products is one of the effective services that the company offer to their
customers especially in terms of the burgers which is the main product of the food chain.
Supplementary services
The supplementary services include the service-related activities that offer the support to the core
services (Kauppinen-Räisänen & Grönroos, 2015). Grill’d supplementary services are given
below: -
 Reservation: - The customers at the food chain outlets can make the reservation for their
tables for the regular visit as well as for the occasion or party.
 Parking services: - Customer needs space where they can park their vehicles when they
visit the outlets of Grill’d.
 Billing services: - The billing services are available at the location with the help of which
they can easily share their needs and requirements. This will help them in making the bill
easily at the store for their ordered products (Boo, 2017).
 Free Wi-fi services: - Grill’d outlets offer the free Wi-Fi services to their customers
which is considered as one of the essential services which attract the customers towards
the store.

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 Cashier services: - Grill’d cashier services are effective as they ask for the payment at
the time when they make the bill for the products.
Augmented services
The augmented services include the value-added services which are provided by the company to
their customers. These services are: -
 Effective communication with customers: - Employees of Grill’d ensure they speak
less and effectively with the customers who are visiting the outlets as this is the way they
can deliver the delight experience to their customers.
 The atmosphere of outlets: - The atmosphere of the outlets remains peaceful and
enjoyable for the customers.
 On time delivery: - Grill’d customer ensure that they are able to deliver the food on time
which helps the customers in getting the attractive services.
 Entertainment facility: - The entrainment facilities are available for the kids and youth
who visit the outlets.
Service blueprint
A service blueprint is one of the operational tools that helps in offering the guidance related to
the way through which the services are offered to the customers. Grill’d company is following
the numerous steps of the processes which are followed by the company for delivering the
services to the customers (Pöppel, Finsterwalder and Laycock, 2018). The service blueprint of
the Grill’d company is explained with the help of the diagram which is given below.

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Service blueprint diagram
Physical
Evidence
External
Appearance
The menu on
large displays
above the
counter
The display
shows burgers
and other
offerings
Customer
Actions Arrive at
Grill’d
Wait to
make the
order
Place the
order and
make
payment
On- stage
employee
contact
Backstage
employee
actions
Collect
receipt
and wait
for the
order
Receive
the food
and
drinks
Greet the
customer and
take the
orders
Print the
receipt and
give it to
customer
Look the
screen for
new orders
and prepare
the food
Support
processes
Payment
system
Hand
over
the
food

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The service blueprint diagram reflects the different process which is conducted by the company
in different processes. The different stage includes: -
 Physical evidence: - The physical evidence includes the external appearances of the
outlets with the menu on the counters. Along with this, the discounts are also displayed
on the board which helps in making the order.
 Customer actions: - The customer performs the set of steps when they make the plan for
the visit the outlets (Rashid, et.al, 2015). The initial step is arrival at the store and then
makes an order with the menu that is displayed on the board. Then customer places an
order and makes the payment in which they get the receipt and wait for the order. Then
the customer can receive the burgers and drink.
 On-stage employee contact: - When the customer visits the place they greet the
customer and take their orders. The employees of Grill’d print the receipt of payment and
hand it over to the customers.
 Back-stage employee action: - The employees who are performing they obligation at the
backstage they look on the screen for the new orders by the other customers and along
with this prepare the food for previous customers (Grill’d, 2018).
 Support processes: - The payment system is a support system which is implemented by
the company.
This show the exact processes of the company through which they can offer the services to their
end customers. Each and every outlet of the Grill’d is following the same sort of the steps
through which they can offer the services.

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Conclusion
In the end, it can be concluded that the Grill’d company ensure that they are offering the
effective services to their customers. The services which are offered to the customers are
explained with the help of the service offering diagram which reflects the three different types of
services. In addition, the step by step process through which the services are delivered to the
customers is also explained in the assessment related to the Grill’d company. This is one of the
reasons behind the success of the company.

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References
Boo, H. V. (2017). Service environment of restaurants: findings from the youth
customers. Journal of ASIAN behavioural studies, 2(2), 67-77.
Grill’d. (2018). Grill’d [Online]. Available from: https://www.grilld.com.au [Accessed on 15th
August 2018]
Grill’d. (2018). What We're About [Online]. Available from: https://www.grilld.com.au/
[Accessed on 15th August 2018]
Kauppinen-Räisänen, H., & Grönroos, C. (2015). Are service marketing models really used in
modern practice?. Journal of Service Management, 26(3), 346-371.
Lovelock, C. and Patterson, P. (2015) Services marketing. Australia: Pearson.
Pöppel, J., Finsterwalder, J. and Laycock, R.A. (2018) Developing a film-based service
experience blueprinting technique. Journal of Business Research, 85, pp.459-466.
Powell, L. M., & Nguyen, B. T. (2013). Fast-food and full-service restaurant consumption
among children and adolescents: effect on energy, beverage, and nutrient intake. JAMA
pediatrics, 167(1), 14-20.
Rashid, I. M. A., Rani, M. J. A., Yusuf, B. N. M., & Shaari, M. S. (2015). The Impact Of Service
Quality And Customer Satisfaction On Customer's Loyalty: Evidence From Fast Food
Restaurant Of Malaysia. International Journal of Information, Business and Management, 7(4),
201.

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