GAPs analysis of Open Kitchen A Restaurant Chain

Objective
To identify the service gap for Open Kitchen
Analysis the service gap and come with better

suggestion.

Products
We provide quality services in the food and hospitality

sectors at affordable prices. and North Indian dishes.

Our competency lies in offering Traditional South Indian In addition to this, our chefs are also specialized in

preparing varieties of deserts like Ice Creams, Milk Shakes, Fruit Juices and delicious Sweets from pure ghee. these services at competitive prices.

To meet the budget constraints of our clients, we offer

Gap 1 (The Knowledge Gap) Not knowing what customers expect

Problem Areas Inadequate marketing research orientation Lack of upward communication Insufficient relationship focus Inadequate service recovery
Gaps

Expected service between perceived

No speedy service Limited variety

Customers Expectations: Hygienic & Quality Food Fast Service Ambiance Restaurant Locations Parking Facility Cleanliness Value for money Fun place for kids Staff Politeness

Solutions: Drive through locations for Restaurants Providing good hygiene and wholesome meal at affordable rates across chains Encouraging open kitchen and focus on hygiene Maximizing number of outlets in the city without degrading service quality

Gap 2 (The Service Design & Standards Gap) Not having the right service designs and standards

Problem Areas Poor service design Absence of customerdriven standards Inappropriate physical evidence and service scape
Gaps

Staff is not very cordial

Limited menu No credit card facilities

Service Expectations: Ordering Process- slow or fast Time to get ordered food Prices Vs Food quality as well quantity Variety in Menu Politeness of Staff Mismatch in order Restaurant Ambience Payment facilities Free Wi-Fi etc advanced facilities

Solutions: Best possible service design considering demographics of location. Sufficient staff for intake and order processing Personal attention to customers by staff, specially for kids. Credit card facilities Loyalty programme

Gap 3 (The Service Performance Gap) Not delivering to service standards

Problem Areas Deficiencies in human resource policies Customers who do not fulfill roles Problems with service intermediaries Failure to match supply and demand
Gaps

Indicators : Lack of commitments Poor HR practices Lack of training Rude behaviors of Staff Poor Supply chain Poor recruitment practice Home deliveries Inappropriate salary for staff

Finding experienced chefs

Proper storage facilities for perishable products Unskilled labour

Solutions: Selection criteria for recruitment should be followed strongly. Training should be imparted to staff

Gap 4 (The Communication Gap) Not matching performance to promises

Problem Areas: Lack of integrated services marketing communications Ineffective management of customer expectations Overpromising Inadequate horizontal communications
Gaps

Indicators: Poor Marketing & Promotions Poor internal team bonding Operating Hours Promotional offers Failures to deliver the promises

Unattractive menu
No BTL activities Absence of good compelling offers to attract new customers

Solutions: Offers ATL & BTL activities Public relations

Segmentation
Working class
Family College students Demographics Income: 3 7 lacs Age: 18 to 36

Targeting
Nuclear Families
Fresh Graduate Outstation Employee

Bachelors

Differentiation
Open Kitchen and hygenic

Positioning
Value For Money and hygienic

8 Ps
Product-Traditional Indian, Chinese &Italian
Price-Affordable(only food 250 plus) Place-corporate hubs & busy streets Promotion-ATL,BTL & PR,LOYALTY Programs Packaging People-courteous, skilled & well trained, smart

,patience Process-modular kitchen, valet parking Physical evidence-ambience ,theme & aesthetic