Finding+by+Dave+and+Fred

3. Findings Table 2 shows the findings of a survey carried out by a market research company into six aspects (food quality, beverage quality, efficiency of staff, decoration, price and hygiene) of service of two fast food chain stores, Gorgeous and City Cuisine. (You only need to focus on aspects which are a problem)

3.1 Quality of the Food In terms of the quality of the food, just over half of the customers are satisfied with City Cuisine’s products. Although the figure for Gorgeous is about 20% higher, it is still below the industry average. One possible reason for the low percentage of satisfaction of the food is that the two chains are focusing too much on the business expansion while ign oring the food quality. The implication of this is a decrease in sales in the future.

3.2 Quality of the Beverage (not a problem) The two fast food chains have almost the same unsatisfactory performance in serving their customer with beverage. The figures for both the companies are below 70%. This may be caused by the “beverage outsourcing” policy adopted by the two companies, which makes the control of the quality difficult. The situation implies a possible shrink in the number of the customers for both companies.

3.3 Efficiency of Staff (not a problem) Almost two-thirds of the customers participating into this survey complained about the staff efficiency problem of Gorgeous. City Cuisine has a better feedback with nearly 80%. Nonetheless, there is still large room for improvement. Similar to food quality problem, the low staff efficiency is probability a result of the fast-pace expansion strategy, which makes the training process less comprehensive. If no measure is taken to deal with this problem, the possibility of losing more customers could increase substantially.

3.4 Decoration (not a problem) Only three-thirds (??) of the customers interviewed are satisfied with City Cuisine’s decoration. In contrast, almost 90% of the customers think the decoration of Gorgeous is good. Gorgeous’ relatively low score in decoration may be the result of its targeting strategy, which concentrate more on the low end customers. This implies that City Cuisine may loss the higher taste customers, who usually generate higher profit margin for the company.

3.5 Price Less than one-third of the customers think the price level in City Cuisine is acceptable. Although Gorgeous out performs its counterpart by almost 40%, which leads to 71%, the score of Gorgeous is still below that of its competitors with the comparable scale. A possible reason is neither of the two companies implement efficient cost management techniques. Since their competitors are performing much better, the implication is that both the companies are facing the possibility of losing market share.

3.6 Hygiene More than 60% of the interviewees complain about the bad hygiene condition of City Cuisine. Even though the percentage of interviewees complaining about Gorgeous in Hygiene is 40%, which is less than that of City Cuisine, the figure is still remaining at an alarming level. This may be caused by the lax regulations from the local government. If no voluntary self regulations are initiated by the two companies, customers will lose trust and choose not to consume in the two restaurants.