CASESTUDY05/07/2013

• Audrey JASPART

PLAN

1. T.G.I Friday’s – Presentation

2. Key issues

3. 4 possible alternatives strategy solutions

4. Choice & recommendations

QUESTIONS

Who knows T.G.I Friday’s?Do you have a T.G.I Friday’s

in your country?Do you like T.G.I Friday’s?

1. T.G.I Friday’s - Presentation

Type: American restaurant

Genre: Restaurant, Pub & theatre

Founded: In 1965 In New-York city

Number of location: 1000 restaurant in 61 countries

Meaning: Thanks God It’s Friday

Positioning: “every customer as we would an honoured guest in our home”

1. T.G.I Friday’s - Presentation

- Concept: A restaurant such as a Theatre…

Theatrical stage

Wooden floors, Tiffany lamps,

bentwood chairs…

American decorative memorabilia

Wearing uniform

Playing a role

No guide line

Customization of the service

1. T.G.I Friday’s - Presentation

- Company philosophy which contribute to successful!

SUCCESSFUL

Employees

Food

Package

Friendly atmosphere

1. T.G.I Friday’s - Presentation

- Illustration of the good ambience

HARLEM SHAKE

https://www.youtube.com/watch?v=5rIzVr9rUTc

GANGNAM STYLE

http://www.youtube.com/watch?v=5wPi_vD0r5U

QUESTIONS

Do you like the concept?

In your opinion what are the problems

that T.G.I Friday’s can meet ?

2. Key issues

- T.G.I Friday’s a good place to work

“Good working conditions” “The most appreciated place for recruiting restaurant’s staff”

• the UK’s fifteen best workplace• the fourth most fun place to work

•T.G.I. Friday’s is celebrating after a double win in the ‘Sunday Times Best Places to Work’ 2013 awards

2. Key issues

- Positives customers opinions

Huge choice of food, special offers, staff largely available and friendly, atmosphere warm and welcoming...

2. Key issues

- Negatives customers opinions

Very expensive, too noisy, service less customised, staff overwhelmed and unorganized...

2. Key issues

- 2 main problems

These problems constitute the critical incident….

1. Service standard declines when the restaurant is busy

2. Prices are high

QUESTION

Do you have any ideas to resolve these problems?

3. Alternatives strategy solutions

1 BLUEPRINTING Method of visually portraying the processes and participants involved in the production of a service. This approach shows how customers, assets and information are processed.

-Simple-Transparent-Overview of links between services-Maintain a guideline

-Employees lose autonomy/ freedom can impact on the staging

3. Alternatives strategy solutions

1 BLUEPRINTING

Which can also include target minute, visible evidence…

3. Alternatives strategy solutions

2 SERVICESCAPE Emphasize the impact of the environment in which a service process takes place.

The servicescape includes the facility’s exterior and interior

-Help assess T.G.I Friday’s such as a restaurant rather than a fast food

-Consider the whole environment

-Encourage customers to enter the service environment discover the ambience

3. Alternatives strategy solutions

3 SERVUCTION A concept that describes the process of creating a service which customers participate.

-Customers = important part of the service-Useful strategic planning model

-Model can’t easily be used to assist staff everyday

3. Alternatives strategy solutions

4 CUSTOMER EXPERIENCE

“An experience occurs when a customer has any sensation or knowledge acquisition resulting from some level of interaction with different of a context created by the service provider”

-Focuses on consumer’s feelings and emotions -Memorabilia may prolong the experience in the restaurant

-Difficult to measure-Confusion about the concept

QUESTIONS

According to you, what is the most

appropriated concept?

What is the most appropriated concept?

Blueprinting

Serviscapes

Servuction

Customer experience

First name:

4. CHOICE - SERVICESCAPE

Advantage over blueprinting

It has no inconveniences for T.G.I Friday’s

Use the servicescape to put across the concept and the principle of the restaurant

Make people adhere to the concept of T.G.I

4. CHOICE - SERVISCAPE

4. RECOMMENDATIONS

• Keep the concept of dramatization

• Reduce the number of tables in the restaurant

• Determinate if the positioning/communication are appropriated

• Create an online questionnaire

Questions

Thank you for your attention