Mungunshagai Enkhbold

Introduction LAYA BURGER CAFÉ

Since its establishment in Taoyuan, in 2002, Laya Burger Café has rapidly grown over the years. In seven years the business has grown to include about 600 brunch shops. Determined to be Taiwan’s most outstanding café, Laya Burger Café has successfully established a central warehouse, a food factory, complete logistics network management and a professional counseling team to provide the best quality service possible.

Laya Burger Cafe’s business concept includes three major principles:

Health They endeavor to carefully research and development the various ingredients for their food factory, located in Taiwan, to the most professional OEM manufacturing standards. Laya Burger Café’s managers are always actively looking for the top ingredients at home and abroad to enhance the depth and breadth of their products.

Introduction

Introduction Laya Burger Cafe’s business concept includes three major principles:

Quality Laya Burger Café never compromise quality for the ingredients, in upholding this principle they regularly invite professional food producers or OEM manufacturers to scrutinize their quality. When preparing food all staff must wear masks and gloves through the service.

Introduction Laya Burger Cafe’s business concept includes three major principles:

Comfortability Laya Burger Café actively remodel there shops’ interior for breakfast, lunch, and leisure-oriented features to adhere to the bright, clean and relax atmosphere they strive to uphold. Strengthening the comfort of the store, they include varieties of greenery and landscaping to provide their consumers with one of the most comfortable, relaxed dining environment.

Service Package

Supporting facility

Supporting facility

• Store-front shops with ample space both inside and out.

• Comfortable interior dining area, endorsing the customer’s positive perception of the organization.

• Exquisitely decorated exterior dining area, catching the customer’s eyes and promoting dining diversity.

• Nicely decorated restroom• Menu

Service Package

Supporting facility

Information• The website acts as a powerful

sales promoter to the customer to view activities, new products and benefits.

• Calorie markers on menu• English version menu• Meal introduction on wall• All meals has a picture on menu.

Facilitating goods• Drinks• meals• combination meal sets

Service Package Explicit services

• The clean and neat environment provided

• welcoming customers with good service attitude

• healthy good tasting food with calorie marked

• soft tranquil music• relaxing environment• fast meal delivery

Implicit services

• The great attitude of the employees adding to the customer’s positive perception of the organization.

• The peaceful dining atmosphere adding to the customer’s satisfaction after a meal.

•The policy of serving quality foods is essential to the customer’s perception of taste and reliable service.

Service Package

Evaluating Service PackageCriteria for evaluating the Service Package (condensed version)

Items Description Items Description

Supporting Facility Explicit ServicesIs it centrally located? Yes Service with a smile? Yes

Are the cooks certified? YesFacilitating GoodsNumber of menu items? >91 items Implicit Services

Restaurant décor? ExcellentInformation Suitable music? Yes

Up-to-date website? Yes Waiting in pleasant and short? Yes

Service business’ strategy

Service delivery system Operating strategy Service concept Target market Segment

600 branches in Taiwan

Fun and warm atmosphere to differentiate service

Outside dining area

Phone call delivery

Hire employees based on attitude

The use of spacious store-front shops

 Provide better follow-up services

Clean environment

Fresh smelling quality food

Affordable meals with great service

Family environment providing kids friendly services

Candies for kids after meals to make them happy

Fast delivery of meals with good attitude

Serve only the best quality sauce, seasoning and ketchup Use of uniform for Employees to convey quality service

Unique children area

local and international students, for example Yuan Ze University’s students

the people of Taoyuan who want to grab a quick bite instead of making breakfast or lunch

passersby who want to grab a quick meal in comfort

people who enjoy dining outdoors

Strategic service vision

Service business’ strategyLaya Burger Café outperforms their competition through:

Overall cost leadershipimplements a low-cost strategy by invest in:

• efficient-scale facilities; tightly controlled overhead control; and seek out innovative technology.

Differentiation

•brand name called Laya Burger•invested in a website to provide more quality service•offering different features and events creating customer loyalty.

Focus•They are committed to breakfast, lunch, and delivery services•listen to customer needs to observe the market development, innovation and diversification of needed meal items

Service qualifiers, winner and loserItems Description

Qualifiers

• Excellent food quality and clean environment.• They provide out-door dining.• They have promotions and functions.• Combo meals and their menu is in both English and Chinese.• 600 branch cafés every 3-5 kilometers

Service Winner

With a fully functioning website, delivery service and promotions, such as by one-get-one-free, Laya Burger Café excels in dimensions such as convenience, and reputation that wins its customers loyalty.

Service LoserPrice might be a minor setback for a very small portion of their meals but they offset this with promotions.

Possible fail points

PHYSICAL EVIDENCE

CUSTOMER ACTIONS

ONSTAGE CONTACT PERSON

SUPPORT PROCESSES

BACKSTAGE CONTACT PERSON

Line of Interaction

Line of Visibility

Line of Interaction

Restaurant entrance

T.V. Food

Wait appearance

Menu

External Display and Dining area

Internal Dining area

Service counter / Waiting area

Enter restaurant

View snacks and take a seat

Cash register

Process check-out

Warm welcome from staff

Check-out and leave

Deliver food

Receive food

Watch T.V. and eat

Take a seat

Order the meal

Prepare food

Take food order

Deliver menu

Service blue-print

Possible failure modesPossible fail points

Description Corrective measureReasons for failure Example

Take food order

Waiters do not write down food orders.They memorize each order for several customers at a time.High probability to forget miner order detail.

Several customers are ordering, one as not to include mustard in he’s meal, another as to include extra tomato in her meal and lots of other orders are taken at the same time. The waiter might just not remember the customized orders in a rush of orders.

Waiters can carry a note-pad and pen with them to take orders.

Prepare food

Cooks are told what is ordered.They are not given a list of food orders to prepare.They need to memorize meals to make.High probability to forget miner customization detail.

Several orders are places some with customization. The cooks have to multi-task most times and with the customization to remember, this can lead to wrong food preparation.

Cooks can be given a list of foods to prepare so as to reduce the risk of wrong food preparation.

Service Design ElementsDesign Elements Description

Structural Support strategy Re-design to support strategy

Delivery system Need miner re-design to aid in customer satisfaction

To reduce the risk of wrong meal order waiters can carry a note-pad and pen to take orders and cooks can receive note-pad of meals to prepare.

Facility design

let customers feel comfortable and welcomed, the interior include varieties of greenery, AC, TV, kids corner, and waiting area. Non needed

Location

600 branches strategically located in Taiwan gives Laya burger café access to a diverse target market.

Non needed

Capacity planning

Laya Burger Café’s interior is designed to utilize capacity to its maximum with exterior dining area. Non needed

Service Design ElementsDesign Elements Description

Managerial Support strategy Re-design to support strategy

InformationThe fully function website for Laya burger café aids in providing customers with great satisfaction.

To reduce the risk of wrong meal order waiters can carry a note-pad and pen to take orders and cooks can receive note-pad of meals to prepare.

Quality

The most important quality feature is the fresh products used to prepare meals that are ordered using a just-in-time system. Non needed

Service encounter

A service culture that fosters a family-type atmosphere is reinforced by including a kid’s area and exterior dining.

Non needed

Managerial capacity and demand

Customers can call in to order food, have their meals customized and have it delivered. Thus, the customer demand in terms of timing and appropriateness can be controlled effectively.

Non needed

Possible benefits from re-designBy re-designing the possible failure modes:

• food order and preparing food

Laya Burger Café can:• increase the number of customers they serve• increased satisfaction to both employees and

customers• reduce the risk of serving wrong meals to customers• maximize the utilization of cooks• do further customization of meals• increase its customer satisfaction and greatly increase

customer loyalty

Conclusion

We believe that by keeping up with these consistencies and implementing the re-design of this research paper, Laya Burger Café can further improve its service and deliver excellent high-quality customer satisfaction.

THANK YOU!