Interviews and Personal Experience
The Pizza Hut is referred to a American restaurant chain as well as an international franchise that was founded in the year 1958 by Frank Carney as well as Dan Carney. The mentioned organization is popularly known for its American cuisine menu that includes pizza and pasta. Pizza hut owns 16,768 restaurants worldwide as per data obtained on March 2018. This fact has made the organization the world’s largest pizza chain in terms of location. Apart from dine in and takeaway facilities, the mentioned organization also provides the consumers with the service of home delivery. In this report, the service system that will be analyzed and evaluated upon is the restaurant service provided by pizza hut. Pizza delivery can be defined as a service offered by a pizza chain to the consumers. The order is generally made over telephone or through internet where the consumer requests the type of pizza, its size, crust type and the amount and type of toppings to the representative of the pizza shop. An estimated time within which the delivery will be delivered is given by the company. The pizza is carried by a delivery boy to the consumer. The paying system includes either paying online though credit or debit card while ordering or with the help of the cash on delivery system.
In order to understand the quality of product as well as services provided by the mentioned restaurant to the consumers, two interviews with two different samples have been conducted. The two samples were chosen on the basis of their location and preferences. In this paragraph, the interview of the sample will be reflected upon and compared with my personal experience at Pizza Hut Australia. The first sample stated that he had visited the pizza hut while he was in China. Thus interviewing the student helped me to obtain information about the service provided by the outlets of pizza hut in China. This in turn has provided me with the opportunity to understand the quality of product services provided by the mentioned organization across the world. The location of the second interview interviewed was Melbourne Australia. Thus, interviewing this interviewee has helped me to access the performance of the mentioned organization in Australia. In a nutshell, it can be said that the location of the interviewee chosen is highly justified and effective.
When it comes to the structure o the interview conducted, both the interviewee were asked merely 5 questions. In spite of the fact that highly valuable information were obtained from the questions asked, it would have been beneficial if more questions were added to the structure of the interview. Secondly, the point should be noted that similar questions were not asked to both the interview. Due to this we were able to obtain higher amount of data from only 10 questions asked. The questioned asked to the first interviewee mainly helped me to gain knowledge about the quality of the pizza provided by the pizza hut company in china. However, I was unable to access the quality of services provide by the Chinese pizza hut restaurant to its consumers. On the other hand while interviewing who had visited the pizza hut located at Melbourne, information about the service offered by the outlet to its consumers was obtained. No information about the quality of pizza was obtained from the mentioned interview. Thus, as per my opinion, it would have been great if the structure of the questionnaires were designed in a way that both the quality of the services as well as the product of the restaurants located at China and Australia can be assessed.
Consumer Requirements for Offline and Online Delivery Service
As per my personal experience of visiting the pizza hut restaurant, I felt that that the service offered by the mentioned restaurant is average. While the quality of the product offered by the mentioned restaurant is average, the consumer service of the restaurant needs serious redesigning. Thus when it comes to the service, I personally do agree with the opinion of the Fey, the interviewee who had visited the Pizza Hut in Melbourne. Similar, I agree with the opinion of Frank who had tasted the pizza at an outlet of Pizza hut located at China. However, in my opinion, the mentioned pizza chain severs better quality of pizza compared to its international competitor’s international market like Dominoes. However, the fact that the price range of pizza offered by pizza hut is a little higher than its competitors cannot be ignored.
While analyzing the interview, several requirements of the consumers which needs to be fulfilled by the mentioned restaurant service has been detected. The restaurant service can be differentiated into two parts namely, offline service where consumers are offered dine in and take away and online delivery service. When it comes to offline service the first requirement of the consumer includes fresh food item which will be served within a time span of 5 to 10 minutes to the consumers. Along with that, the amount of toppings given with pizza needs to be reasonably good since it can be considered as a major parameter that determines the quantity of food offered to the consumers (Rashid et al., 2015). Apart from that the cleanliness of the restaurant is another major requirement of the consumers that signifies the hygiene it offers to the consumers. Finally, the lack of greeting attitude of the service providers to their consumers is another concern that needs to address. Warm welcoming attitude while greeting the consumers is a major requirement that need to be met by the mentioned organization.
When it comes to the delivery service of the Pizza Hut restaurant, the chief requirement the consumer includes quick and on time delivery. Like the dine inn service, the second requirement of the consumer includes high quality of food items.
As per the interview that has been conducted several issues associated with the service of the mentioned organization have been detected. On the basis of the issues, in this paragraph, the requirements of the consumers will be analyzed as well as prioritized. The first requirement of the consumer is that the mentioned restaurant must enhance its quality of the food items. In spite of the fact that the quality of the pizza provide by the pizza hut is not complain worthy, the company should enhance its food quality in order to gain competitive advantage. According to researchers, due to low barriers to new entrance, the number of competitors in the international fast food and restaurant industry is constantly increasing (Nestle, 2013). As a result of this, several fast food chains are offering the consumers with similar quality of products within the same price range. This in turn is enhancing the switching power of the consumers. Considering the fact that the price range of the pizza hut is slightly on the higher side compared to that of its consumers, it is highly crucial for the company to provide its consumers with a good quality of products so that the company can enhance its consumer base as well as loyalty.
Prioritizing Consumer Requirements
The second priority of the pizza hut restaurant should include provision of quick service to the consumers. Considering the fact that the mentioned restaurant provides fast food items, consumers who are on the run are the chief consumers of the pizza hut. The chief criteria of these consumers are to get quality food product within a very short time range. In spite of the fact that the amount of time taken by the mentioned organization is quite satisfactory, in order to gain competitive advantages over it competitors, it is highly crucial for the company to provide quality items within a shorter range of time.
The third priority of the management of the mentioned company should include development of its greeting approach to the patient. The greeting approach demonstrated by the service provider of a restaurant is considered to be one of the most crucial factor that determines the good or bad impression of the service users. According to researchers, appropriate greeting approach can leads to massive profit within a highly short range of time in the restaurant and fast food industry (Powell & Nguyen, 2013). With the emergence of globalization and high competition, majority of the restaurants specially trains their employees to demonstrate an warm welcome to the consumers. Waiters are provided special training to learn cautious languages and acts like opening the door or take the cloths of the consumers or show the consumers their table. Thus incorporating this trend can also helps the mentioned restaurant of gain competitive advantage and enhancement in the consumer base (Liu et al., 2017).
The final requirement of the consumers is to maintain the hygiene of the restaurant. Being one of the most popular food chain across the world, the pizza hut restaurant is quite good at maintaining its hygiene. Researchers state that hygiene is considered to be one of the chief factors that determine the fate of a restaurant (An, 2016). Restaurant hygiene not only builds the perception of the same towards the consumer, but is also responsible for ensuring the health and safely of the staffs as well as the consumers (Tan, Oriade & Fallon, 2014). With increasing awareness about health, consumers are found to be highly conscious about the specific terms of the outlet s they chose to din at. From great food to ambiance, they want a place which is clean and serves hygienic food. Thus in order to maintain its reputation in the global market along with its consumer base, it is highly crucial for the management of the pizza hut to maintain its hygiene and cleanliness.
Recommendations for Redesigning Service System
In order to eradicate the above mention issues and address all the above stated requirements it is highly crucial for the management to redesign the service system of the Pizza hut. According to the process designing model, creating a new organizational structure is highly crucial to enhance the quality of service provided to the consumers. According to the principles of designing along with restructuring the organizational structure it is highly crucial for the management to include new and industry specific technologies. This will not only help the management to gain competitive advantages but will also ensure enhancement in the yearly profit of the organization. According to Belasco, (2014), the components of a successful business model include consumer value proposition, profit formulae and key resources and processes. All the three components help the management to enhance consumer satisfaction by providing quality service. Firstly, in order to enhance the quality of service, the management of the mentioned restaurant should provide effective training as well as education to the service providers that include the outlet managers as well as the waiters. The receptionist of the mentioned organizations will be trained to greet the consumers with a smile. According to researchers, consumers tends to revisit restaurants where the feel being welcomed and desired (Etemad-Sajadi & Rizzuto, 2013). Once the consumer enters the restaurant, he or she will be shown his or her sit by a waiter. The menu card will be served to the consumers. The service providers will be trained to take the order from the consumer within a time range of 5 minutes. Considering the fact that majority of the consumers who visit a fast food chain to dine in prefers to get served quickly, the ordered food item should be provided to the consumers within a time range of 10 minutes. In order to make the consumer welcomed, Hosts and hostesses should greet guests when they walk through the front door with a smile and good eye contact, making an effort to be polite and efficient. Along with this, the servers will be trained too be friendly and attentive. They should never gather round the front desk or near the pos terminals since it demonstrate a lack of attention towards the consumers. When it comes to the delivery of pizza, the pizza will be delivered within and stipulated time. In case of late delivery, the consumer must be demonstrated with sincere apology along with special concession for late delivery of the food item.
In order to enhance the quality of the food items, the chiefs of the mentioned restaurant will be provided with efficient training so that they can provide the consumers with a good variety of local flavored pizzas along with the international ones. Enhancing the variety of food items will help the company to gain competitive advantage over its competitors (Wu, 2013). Not only that, considering the fact that the piece range of the company is higher compared to that of its global competitors, the quality of food items provided by the Pizza Hut will be made more generous. For instance, the amount of toppings provided by the mentioned food chain will be higher compared to that of its competitors.
In order to provide the consumers with quick service, the management of the organization will implement several technologies for both cooking as well as delivering purpose (Belasco, 2014). This will ensure that the consumers who have visited the restaurant for dine in as well as consumers who have ordered home delivery do not need to wait for the order to arrive for a longer period of time.
Finally in order to enhance the cleanliness of the mentioned organization, training for hygiene will be provided to all the employees of the organizations (Hearst et al., 2013). For instance, the chiefs will be trained to dispose the waste and rotten products properly in order to avoid bacteria formation All the tables and accessories will be regularly cleaned. The hygiene of the mentioned organization will be kept under strict invigilation.
The above mentioned redesigning will be done in order to eradicate the issues mentioned by the interview. Eradicating the issue will not only result in enhancement of the consumer base and loyalty of the organization but will also enhance the overall revenue of the Pizza hut restaurant.
Reference List
An, R. (2016). Fast-food and full-service restaurant consumption and daily energy and nutrient intakes in US adults. European journal of clinical nutrition, 70(1), 97.
Belasco, W. J. (2014). Appetite for change: How the counterculture took on the food industry. Cornell University Press.
Etemad-Sajadi, R., & Rizzuto, D. (2013). The antecedents of consumer satisfaction and loyalty in fast food industry: a cross-national comparison between Chinese and Swiss consumers. International Journal of Quality & Reliability Management, 30(7), 780-798.
Hearst, M. O., Harnack, L. J., Bauer, K. W., Earnest, A. A., French, S. A., & Oakes, J. M. (2013). Nutritional quality at eight US fast-food chains: 14-year trends. American journal of preventive medicine, 44(6), 589-594.
Liu, W. K., Lee, Y. S., & Hung, L. M. (2017). The interrelationships among service quality, customer satisfaction, and customer loyalty: Examination of the fast-food industry. Journal of Foodservice Business Research, 20(2), 146-162.
Nestle, M. (2013). Food politics: How the food industry influences nutrition and health (Vol. 3). Univ of California Press.
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.
Tan, Q., Oriade, A., & Fallon, P. (2014). Service quality and customer satisfaction in Chinese fast food sector: A proposal for CFFRSERV. Advances in Hospitality and Tourism Research (AHTR), 2(1), 30-53.
Wu, H. C. (2013). An empirical study of the effects of service quality, perceived value, corporate image, and customer satisfaction on behavioral intentions in the Taiwan quick service restaurant industry. Journal of Quality Assurance in Hospitality & Tourism, 14(4), 364-390.
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