In this case, we will consider the servuction process in a restaurant. The restaurant we are studying is not a classic restaurant. It is part of a chain which implies a degree of standardization of the offers, and the recognition of the sign among the public. This represents a strong competitive advantage.
The goal of the restaurant is to respect the rules imposed by the group, attract more customers to increase turnover, and make sure to maintain the image of the brand. History and figures: The restaurant chain Hippopotamus was founded in the 70s.
It drew on a concept that was then in vogue in the United States; that of a restaurant based on the theme of meat. Its real name is "Restaurant-Grill". In the 90's the chain incorporated a multinational Group Flo SA. Today, the group has a payroll of about 2000 employees in the 69 restaurants located in France.
These work either by network, or as a franchise. Since 2003 Hippopotamus restaurants have increased their turnover by more than 7%. Its service offer: We will study the concept of the restaurant in much more detail in this study. The aim is to offer all kinds of meat on menus.
It is within the range of restaurants "cheap", one level higher than fast food chains that are still among their competitors. The price range is between 10 and 30 euros, which is reasonable because the product's quality and the service is still neat.
The restaurants 'Hippo' are generally located near cinemas, sometimes even included in the buildings of large theaters. This is the case of the Valentine Hippopotamus restaurant, the hours are suitable for film showings, and there are package deals with cinema.
Thus the customer of this restaurant is great after the cinema. This makes them eligible for parking. Marseille, including road map, there are three Hippopotamus restaurant, two are located close to cinemas and shopping malls and the third is located on the old port, a strategic place because there are lots of way but a lot of competition.
Hippopotamus enjoys strong brand equity. The brand has long been established and it communicates a lot about the quality of its meat. Its mascot, the little hippo, symbolizes friendliness and generosity this in restaurants. The brand communicates through it with humor and impertinence in its advertising campaigns. It represents a strong identifier of the sign.
The restaurant on the hippopotamus Valentine, there is a direct competitor, there is a grill restaurant also located in the walls of the film and providing a map and a very similar price range. This restaurant does not have any time part of a chain and thus does not enjoy the recognition and consumer confidence. The brand represents the highlight of the Hippopotamus restaurant.
It may also include fast food nearby but it requires the client to resume his car to go to the cinema these restaurants. The competition is on price; lower than for Hippopotamus but the service is quite different.
These elements can then locate the overall context of the establishment, we will focus in this study on the marketing servuction the restaurant and the service offering it provides.
Tags: services in restaurants, Hippopotamus chain of restaurants, concepts of restaurants
[...] • Finally, the element of the concept of Hippopotamus is an integral part of its political capital and business, and therefore of is customer turnover. The customer should not, at least in concept, spend his entire evening at the table. Hippopotamus's policy is to make maximum coverage, so each table is used 4-5 times a night, between 19:00 hrs and closing time. For simplicity, we can schematize the servuction concept in the diagram below: 2. Implementation: a. Expectations Customers come to the restaurant for lunch or dinner, but their expectations go beyond this consideration. [...]
[...] Promoting Hippopotamus enjoys strong brand equity. The company has been established for a long time, and talks a lot about the quality of its food. Its mascot, the little hippo, symbolizes friendliness and generosity. The brand communicates through this with impertinence and humor in its advertising campaigns. There is a strong element of the identifier of the sign. Competition The Hippopotamus restaurant on the Valentine has a direct competitor, as there is a grill restaurant also located on the premises of the cinema, providing a very similar menu and price range. [...]
[...] Blueprint of "waiting bar" This blueprint is the scenario in which the customer arrives at Hippopotamus, and the waiting time is long enough to wait at the bar, and thus consume alcohol there. It is also a moment of risk, as we note the fear of the client in waiting too long. It can lead him to think that the wait will be higher than announced by the manager on arrival. Also, the wait at the bar, puts the customer in the "obligation" to consume. [...]
[...] However, we recognize that the fact that the servers do not offer customers supplements may also be a part of the policy of Hippopotamus. The restaurant could indeed improve its image through publicity indicating that the sauces and accompaniments may be obtained at will, and thus see its customers increase, but does not offer, because it is obvious offer many more customers would take additional portions, and this would increase expenses for Hippopotamus for all the extra food consumed. c. [...]
[...] Hippopotamus forsakes responsibility (panel indicates on television). If parents pay for children to access the area, and if one of them gets hurt, problems could arise between the parents and Hippopotamus (despite the disclaimer provided by the restaurant) Recommendations a. Reduce differences depending on the model of Berry With the changing lifestyle and most importantly, changing attitudes, companies must constantly question. In fact, what is true today may not be true tomorrow. Trying to be consistent with their policies, goals and ambitions, companies must monitor to ensure that there is no gap between what they want to do and what do. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
