Critically analyze what the customers’ service expectations are from restaurants such as Raju Omelet? How did these expectations develop?
One of the greatest expectations that customers seek in a restaurant such as Raju Omlet is the readiness of staff to attend to them. A server needs to be constantly available due to the increased customer demand. The employees should be sensitized to ensuring customer satisfaction in an attempt to increase repeat clients. Regulars expect the management to listen to their complaints with a view of attending to them appropriately.
It is an archetypal reaction for customers to voice their concerns over a particular meal or service. Customers also expect staff to be friendly to them. A signature of greeting the customer before asking them what they want to be served shows this practice. Customers also love variety (Khanzode and Puri 6). Therefore, the restaurant’s menu should be designed to accommodate all diets. The hotel should be ready to provide substitutes upon the customer’s request. For instance, the provision of meals that contain insignificant cholesterol levels such as salads should be prioritized.
The restaurant should also ensure the selection of diverse staff members. Some customers prefer being served by female staff while others have an inclination to exceptional staff. The establishment of good relationships between the management and customers significantly promotes the restaurant’s reputation (Khanzode and Puri 4). In addition, the customers need to be served in a clean restaurant since it also portrays their image. They prefer to eat in a place that is well kept with fresh linens, and dust-free surfaces among others. A slip-up such as serving a customer on dirty tables can readily drive them away. Consequently, customers wish to meet managers to express their concerns. The availability of the manager shows the customers that they are part of the restaurant’s success.
Formulate the Unique Selling Points of Raju Omlet. What brand image did Raju Omlet develop during its start-up period and how was this image established?
The unique selling point of Raju Omlet is derived from the advertisement of food through direct talks and media. The management realized that people did not come to the restaurant because they loved the type of omelets offered in the restaurant. As a result, research on the health benefits of eggs was conducted with a view of improving the restaurant’s sales. Radio advertisements were improved to cover the health benefits of taking eggs whilst demystifying issues concerning the consumption of eggs. For instance, they learned that eggs were incredibly nutritious since they comprised most of the nutrients required in the body such as vitamins, phosphorus, and selenium among others (Khanzode and Puri 14).
Another important aspect emphasized entailed enlightening people on the antioxidants contained in eggs such as Lutein and Zeaxanthin that improve eye health significantly. At the end of each radio spot, they added the statement ‘by Raju Omlet’ in an attempt to raise the interest of many people in tasting the food. As a result, consumers we sensitized to the benefits of taking eggs such as ‘superfoods’. This undertaking increased its customer turnover significantly over two years.
Raju Omlet aimed at creating customer value during its start-up period as a means of establishing the restaurant’s brand image. The strategy included offering free omelets during the onset of the business. This state of events showed the customers that the restaurant was not only interested in making money but also in satisfying their needs (Khanzode and Puri 4). The establishment of the brand image was underpinned by the provision of superior meals since the inception of the hotel. The nurturing of this image was accomplished by communicating to the customers that it offered fresh eggs cooked with high-quality ingredients in a bid to ensure that the customers realized the value of their money.
What would it take this restaurant to ensure that customers are highly satisfied? How valuable are highly satisfied customers in the restaurant business and why?
For customers to be highly satisfied, it is important for the restaurant to maintain its strong relationship with them. It should constantly continue serving high-quality omelets while observing great customer care. There is a need to put the needs of customers into consideration constantly. The delivery of superior meals to the customers should be supported by establishing a good rapport with them with a view of responding to their needs.
The restaurant also needs to ensure that customers constantly get the value for their money. They need timely services to maintain their satisfaction. A satisfied customer is valuable to the growth of the restaurant since this kind of business does not entirely rely on other mediums of advertising. Restaurant businesses grow through experiences that shared amongst the staff and customers among other stakeholders. Customer inflow to the restaurant can remain constant depending on the experiences that are gained from its service (Khanzode and Puri 8). Dissatisfied customers share their experience with poor services offered in the restaurant with other potential consumers thereby reducing the number of people visiting the hotel.
Critically analyze what points should Raju consider before introducing the home delivery service? Do you think they should go ahead and introduce it, why or why not?
Raju Omlet needs to consider several areas before introducing home deliveries. The first one would be the cost of home delivery services. All the costs will be indirectly transferred to the customer. Therefore, the management needs to find out whether customers can pay an extra amount to utilize the home delivery service. They also need to consider the geographical location of the restaurant business (given that their selling idea is around providing fresh food) since the distance of operating a home delivery service may not be feasible.
Thirdly, the restaurant should consider the presence of other players in the food industry since other establishments that offer home delivery services result in an unfavorable business environment. In this case, it can be difficult for customers to subscribe to the service when they already have one at hand. While considering the above points, Raju Omelet should not go ahead to introduce home delivery services because the business is still young and its clientele is not yet large enough to sustain door to door business. The management should allow the business to grow. This undertaking will also offer an opportunity for exploring new locations where home delivery services can excel.
Rationalize whether Raju Omlet should pursue product development, market development, diversification, or market penetration strategy when considering their potential expansion into other parts of the UAE
Raju Omlet needs to pursue a product development and market penetration strategy with a view of increasing its clientele base. Right now, the restaurant specializes in making omelets. The introduction of new products to its menu will target a different market that will increase its customer base in turn. As much as the restaurant is known for producing omelets, introducing new products will ensure diversification. There is also a need to introduce new modes of marketing such as mobile restaurants, school services, and sponsorship of events. This strategy will work well for the restaurant as more people will be aware of the services it offers (Khanzode and Puri 11).
The restaurant can venture into various opportunities including spreading to other parts of the UAE. Television and social media advertising can accomplish this undertaking. It also needs to explore many market penetration strategies with a view of targeting its products to diverse customers.
Work Cited
Khanzode, Kirti and Sandeed Puri. Raju Omlet: Expanding in the United Arab Emirates. London: Ivey Publishing, 2015. Print.