Marketing Report: Servicescape Analysis of Two Restaurants

This report provides a comprehensive servicescape analysis of two Canadian restaurants: McDonald's and Terrace on Green. The introduction outlines the key elements of service marketing, including exterior facilities, general interior, store layout, interior displays, and social dimensions. The report then delves into a detailed comparison of the two restaurants across these dimensions, highlighting their distinct approaches. McDonald's is characterized by its bright colors, open layouts, and family-friendly atmosphere, while Terrace on Green emphasizes a more sophisticated, heritage-inspired environment. The analysis further explores consumer behavior and service expectations for each restaurant, emphasizing how each caters to its target demographic. The conclusion underscores the importance of aligning service expectations with consumer behavior to achieve customer satisfaction. The report utilizes academic sources to support its claims and offers insights into effective service marketing strategies within the restaurant industry.

Servicescape of
“McDonald’s vs Terrace on green”
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Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Dimensions or Elements of Each Environment.........................................................................3
3.0 Consumer Behavior and Service Expectations..........................................................................6
4.0 Conclusion.................................................................................................................................7
Reference Lists................................................................................................................................8
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1.0 Introduction
Service marketing requires presence of few elements to be there such that the business can attract
its target customers (Harris & Ezeh, 2008). Elements within service marketing include exterior
facilities, general interior, store layout, interior displays and social dimensions. Based on these
factors consumer behaviour and service expectations are built. The scope of the current analysis
includes two restaurants McDonald’s and Terrace on Green both of which are present in Canada,
along with their service marketing parameters.
2.0 Dimensions or Elements of Each Environment
McDonald’s
 Exterior facilities
McDonald’s restaurants make use of color combinations of yellow and bright red in order to
depict their newness and young spirit. The color is best suited to attract children and young
people towards the restaurant. The restaurant makes use glass décor for its exterior walls or to set
boundaries, which depicts a see-through restaurant (Kim & Moon, 2009). This highlights that the
restaurant wants to depict a transparent relationship with its customers and there is nothing
hidden as its kitchen is almost open. There restaurants comes with parking spaces and the brand
reflects family restaurant, in order to depict that it has huge accommodating space for all.
 General Interior
McDonald’s interior space is well illuminated that is able to interact in a positive manner with
customer experience. Bright light with clean and well-furnished interiors creates a positive
psychological impact on its customers (Wang & Mattila, 2015). Moreover the large display
board at its entire restaurant in red provides another attractive feature that it makes use of for
creating an impact on customers. The color combination and wooden décor in its restaurant
interior is a reflection of vibrancy, freshness, where families can come to celebrate their happy
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times. The music played at its restaurant across various outlets across the world combines with
the theme to bring a pleasant experience to customers. The kitchen layout is semi-open to depict
the activities that are being taken can easily accessed and seen by customers and there is no
hidden aspect. All employees serving at the restaurant wears caps to ensure sense of hygiene
amongst its customers.
 Store layout
The store layout at all McDonald’s restaurant is large open spaces with broad laid out tables.
There are varied types of sitting capacities on tables provided which customers can select from.
Stores are generally self-serviced and there is place for keeping trays and wastes ones customers
are finished. The store layout provides for social interactions with ease. Lavatories within the
restaurant are clean and spacious which provides a sense of comfort for families with children.
There is often diaper changing spaces as well.
 Interior displays
McDonald’s interior displays are highly attractive and have clearly written font display for ease
of readability from a long distance. There are placed barricades for maintaining queues, to avoid
any conflicts amongst customers. The employees have uniforms which clearly allow
distinguishing them at counters. An attractive feature at each restaurant is display of toys which
are gifted to children upon purchase of certain burgers and combo meals.
 Social dimensions
Employees at McDonald’s always serve with a smile on their faces wearing caps which has “M”
symbol. The employees ensure that guests are comfortable within their seating arrangements and
are served best of foods. Order servicing time is minimal at the restaurant and each service
counter takes order for food then services them also prints bills to process payment. Customers
do not have to run from one place to the other for food service.
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Terrace on Green
 Exterior facilities
Terrace on Green is restaurant facility that is best suitable for hosting any event. Located at
Brmpton, it is positioned to be a favourite fine dining restaurant and event space (Ryu, Han &
Kim, 2008). The décor of the exterior depicts a heritage look which is best suited for special
occasion for the high affordability consumer class. It is well matched for corporate parties as
well and as wedding venues, hence along with a dining area it has a lawn area where events can
be hosted.
The restaurant can be contrasted against McDonald’s, as it is not a casual place, which can be
visited every day. The exterior offers a posh look along with its well-maintained lawn.
 General Interior
The restaurant’s interior features are built with finest quality of furnishing and fire place. The
seating arrangement is comfortable and dim light is used for illumination of the restaurant
facility (Ryu, Lee & Gon Kim, 2012). The kitchen is located at a distance from the seating place
and has a door enclosure unlike McDonald’s. Wooden furniture at the restaurant provides a look
of tradition and fine dining. The music played at the restaurant is primarily classical to match the
tune to the restaurant.
 Store layout
The restaurant offers an ambience which is attractive and heritage that has an appeal on its own.
There is a bar facility and lawn where customers can avail to relax themselves while having a
glass of wine. The plates and glasses used in the restaurant are bone-china and best quality
glasses. There is a huge lampshade which hangs from the ceiling adding to the heritage look.
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 Interior displays
The restaurant has well placed interior displays with beautiful paintings on its walls. There are
various abstract art that are placed at various location of the restaurant. The staff’s serves the
food at the table, unlike McDonald’s customers does not have to place order on the counter.
 Social dimensions
The restaurant offers a calm and well decorated place for talking and discussing corporate
matters. It is not crowded which offer peace to discuss important matters.
3.0 Consumer Behavior and Service Expectations
Consumer behaviour when aligned with service expectations can result in customer delight (Ha
& Jang, 2010). It is integral to analyse customer behaviour with service expectations for
McDonald’s and Terrace on Green.
McDonald’s
Consumers, who visit McDonald’s, prefer fast food, which is fresh and well served (Jani & Han,
2011). Young and energetic people prefer visiting the restaurant and their expectations is to get
fresh and food delivered fast, with less waiting period. McDonald’s is able to match service
expectations by understanding its target consumer behaviour in an appropriate manner.
Terrace on Green
Consumers, who visit this restaurant prefers fine dining restaurant. They want some exclusive
menu’s to be served to them in a specialized manner (Lin & Mattila, 2010). Target consumer
segment of this restaurant is highly contrasted as against that of McDonald’s due to their
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preference and choices. This restaurant is bale to understand and service its customers well by
meeting their service expectations.
4.0 Conclusion
Analysing from the above it can be understood that service expectations of consumers need to be
aligned with consumer behaviours to be able to serve target customers well. McDonald’s and
Terrace on Green both have their separate target customer levels which they are able to cater in
an appropriate manner.
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Reference Lists
Ha, J., & Jang, S. S. (2010). Effects of service quality and food quality: The moderating role of
atmospherics in an ethnic restaurant segment. International journal of hospitality
management, 29(3), 520-529.
Harris, L. C., & Ezeh, C. (2008). Servicescape and loyalty intentions: an empirical
investigation. European Journal of Marketing, 42(3/4), 390-422.
Jani, D., & Han, H. (2011). Investigating the key factors affecting behavioral intentions:
Evidence from a full-service restaurant setting. International Journal of Contemporary
Hospitality Management, 23(7), 1000-1018.
Kim, W. G., & Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to
the servicescape: A test of the moderating effect of the restaurant type. International
journal of hospitality management, 28(1), 144-156.
Lin, I. Y., & Mattila, A. S. (2010). Restaurant servicescape, service encounter, and perceived
congruency on customers' emotions and satisfaction. Journal of Hospitality Marketing &
Management, 19(8), 819-841.
Ryu, K., Han, H., & Kim, T. H. (2008). The relationships among overall quick-casual restaurant
image, perceived value, customer satisfaction, and behavioral intentions. International
Journal of Hospitality Management, 27(3), 459-469.
Ryu, K., Lee, H. R., & Gon Kim, W. (2012). The influence of the quality of the physical
environment, food, and service on restaurant image, customer perceived value, customer
satisfaction, and behavioral intentions. International Journal of Contemporary
Hospitality Management, 24(2), 200-223.
Wang, C. Y., & Mattila, A. S. (2015). The impact of servicescape cues on consumer prepurchase
authenticity assessment and patronage intentions to ethnic restaurants. Journal of
Hospitality & Tourism Research, 39(3), 346-372.
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