Mystica Restaurant Consulting Report B00311109

Working Title:

Mystica Restaurant Consulting report

Photo: Mystica Restaurant

-A critical assessment of Service Quality of Mystica Restaurant using Analytical Framework & Its strategic responses to the primary issues affecting it.

Module Name:

Strategic Thinking and Value Management

Submission Date:

21.07.2016

Submitted by:

B00311109

Table of Contents1 Executive Summary32 Introduction32.1 Problem Statement42.2 Strategic Challenges42.3 Report Objectives43 Company Background53.1 Mystica Competitive Profile53.2 Companys Key products and Services63.3 Companys Currant Strategies62.4 Companys Structures63 Literature review:73.1 Service Quality Defined:73.2 Strategic Service Quality Objectives:83.3 Limitation to Service Quality93 Situation Analysis:93.1 Competitive Analysis (Porters Five Forces)93.1.1 Key Challenges: Competitive advantage103.2 Performances Analysis (Balance Scorecard)103.2.1 Key Challenge: Selecting a new location103.3 Perceptual Map103.4 SWOT Analysis: External & Internal Factors:113.5 Management Overview (Business Canvas Model):133.6 Marketing Strategy133.7 Idle Time and Unproductive process143.8 Learning Outcomes:144 Proposed Strategies for Service Quality:154.1 Motivate Employees:154.2 Increase Local Marketing Efforts:154.3 Increase Customer Satisfaction:164.4 Reducing the Idle time and unproductive processes:165 Action Plan165.1 Proposed Implementation Process:176 Conclusion187 References19

Executive Summary

In this competitive business world, business organizations may face challenges everyday in their operation and lead changes in their company environment but it does not necessarily create new values or strategies. Having implementing the change in a communicative way across to the business stakeholders may bring long-term sustainability and profitability for the business. The company has to consider its strategy depending on the companys size, structure, strategies, skills, policies, systems, and culture as well as shared values (Parnell, 2010)

Hence, the main purpose of this report is to look at the current strategies of Mystica Cuisine via in depth evaluation of its strategy and operations over its performance. This report will also focus on the strategic implementation of analytical frameworks as significant tools for enhancing the performance for Mystica Cuisine. The efficiency of the companys performance, productivity and competition will be reviewed by using its financial performances, customer feedback, and service rating.

The objective of this report intends to examine the urgent strategy modification plans over Mysticas current strategy by installing diversified products and services, developing a marketing plan, selecting a new location and followed by recommendation.

1 Introduction

In the competitive catering industries, an evaluation of business environment is crucial by the company to create value and a unique capability for enhancing business performances. Businesses have to understand the constant evolving trends in response to changing customer demands and expectation. Failing to understand the market, customer trends and demand will keep the business away from competition, business growth and sustainability. A company has to familiarize its vision by articulating the key challenges and business phenomena and implementing strategic desgin to ensure long-term sustainability and growth. The current scenario of Mystica Cuisine is challenging and it is striving for survival in the competitive market.

1.1 Problem Statement

Mystica is one of the top-rated modern Indian cuisines in Addlestone. In recent days, Mystica is facing tremendous competition in the survival context due to intense rivalry and substitute products available in this area. Mystica is constantly striving to offer quality food, quality pattern, and service quality in demand of customers expectation. But, Mystica restaurants have failed to generate sufficient revenues over the few years and identify the gaps between the customers expectation and perception of quality service. In this competitive environment, failing to offer quality service to customer, decent working environment for employees will increase intense competition, costs and ultimately minimise profit margin etc.

This report indents to look at the Mystica Cuisines current strategies and profile. Based on the analytical analysis of the restaurant strategy and business phenomena, recommendation and implementation process will be designed.

1.2 Strategic Challenges

Inefficient employees to offer excellent services

Training and development challenge

Staff crisis due to new policies on Immigrants

Financial threat from the Britain exit from the EU

Using the Idle timing

Lack of technological development

Failing to offer completive price

1.3 Report Objectives

Provide an in-depth analysis of Mysticas current strategic objectives,

Provide a platform for suitability and continuous growth for Mystica restaurant using Balance Scorecard and strategic road map

Design implementation plans of balance scorecard, SRM and Change model

Highlight long term and short term implication of the proposed changes

2 Company Background

Mystica Modern Indian Cuisine is a top 100 restaurant rated by top table (open table, 2016). Mystica modern cuisine was established in 2004 in the UK operating in Adllestone, Surrey; providing a range of foods and services mainly in Addlestone and across Chertsey, Virginia Water, Walton-on-Thames, New Haw, By fleet, Woking as well as Guildford in England. The Mystica cuisine has more than 6 full time employees as well as 3 part-time and 4 delivery drivers. Mysticas mission is to provide customers with quality service, wonderful atmosphere and quality food. It has a mission of having leadership locally and expanding this business across the UK by integrating total quality management and maximizes profit. (Mystica, 2016)

Key information about Mystica Restaurant:

Name

Mystica Modern Indian Cuisine

Supply

Indian food and service

Location:

Addlestone, UK (Near high street & Railway Station)

Location type

Single location

Nature of business

Modern Indian Restaurant/Catering Service Provider

Annual Turnover

512621(Manta, 2016)

Number of Employees

1 Owner, 1 Manager, 6 fulltime staff, 3 part time staff, 4 delivery drivers

Capacity

78 people

Opening ours

7 days a week. (Lunch-12-2.30pm & Evening 6-11.30pm.)

Competitors

Beijing Restaurant, Taj-Mahal, Haweli, Nillis tandoori and al-Amin.

Substitutes

Pizza Hutt, Dominics, KFC, Subway chicken, wimpy & wings shop.

2.1 Mystica Competitive Profile

Top Table (2016) - Located in the Station Road in Addlestone, Surrey, Mystica is a stylish Indian restaurant with a chic and cosmopolitan ambience. With dark wooden floors, vibrant contemporary artworks, crisp white tablecloths and sofas upholstered in vibrant Indian silks, Mystica is a sophisticated setting formeals with friends, family and colleagues. The kitchen combines authentic Indian flavours with a unique contemporary twist, and favourite dishes include the lamb rogan josh a thick, textured curry garnished with chunky roasted tomatoes; chicken saali lightly grilled chicken served sizzling in a thick coconut and cream sauce flavoured with apricots; and the king prawn jalfrezi a stir-fry of peppers, onions and fresh chillies. Mystica's wine list is diverse, with 18 bottles for under 20.

2.2 Companys Key products and Services

Mystica mainly serves three types of services to the customers such as dinning-in services, takeaway services and free home delivery services.

The restaurant has just-eat order taking facilities through online but hasnt introduced the mobile app application yet as the competitors taking advantages of it. Mystica does take big takeout order for celebration or parties and make free home delivery or collection. Mystica donates some free food vouchers to the local charity if local charity comes to the restaurant.

2.3 Companys Currant Strategies

Mysticas current strategies are very simple and it intends to succeed by giving a combination of excellent food and quality service to the local community. Mystica has little marketing strategy such as take-out menu distribution, having two big sign broads on the window describing about the restaurant promotion. Mystica mainly focuses on the local customer and has a website about the restaurant which does not appeal a wide range of customer from all walks of life. It intends to keep its standard high but recent poor condition in kitchen led the health visitor rank the restaurant three star. Mystica tries to accept almost all types of discounted card to offer local customers but these promotional offers downgraded the reputation of the Cuisine.

2.4 Companys Structures

Mystica Cuisine is situated in the high street of Adllestone Town, which is near the Addlestone railway station. Mystica has 6 full time employee, 3 part time employee, 4 delivery drivers, the owner and the manger. The owner and manager undertake initiatives to run the operation of the business and hire the staff from the London based agencies or mouth of words from the known people.

3 Literature review:

The main purpose of this literature review is to critically appraise the term service quality, service quality model and evaluate issues for research methodology and research ques