Mango Medley Restaurant Business - Essay Example

Mango Medley Restaurant Business Mango Medley Restaurant Business Overview Mango Medley is a restaurant located in 3911 Judah Street outer Sunset area of San Francisco, in California (Mango Medley). It was opened to target the Asian community living in this area. Asians are the dominant race here surpassing even the natives according to the US census data of 2013 (Areavi (Mango Medley deserts, 2011)bes). Instead of just offering unique and delicious Asian desserts and cuisines, it is also a vegetarian-friendly restaurant. This may be an attempt to also attract the natives and other locals who may not be so much into Chinese deserts. According to Mango Medley’s official website, the business operates between 5:00 P.M. to 12:00A.M weekdays and 12:30 P.M to 12 A.M on weekends. However, it is important to note that the restaurant specializes in Asian cuisine and desserts with much attention in mango delights (Mango Medley). The prices of their dishes vary between $4 and $8 for deserts and $10 to $28 for cuisines. It has been successful in bringing in customers who are keen on their products, and who have less time to socialize during the day but can only find time at late night. Mango Medley has established a standard in the restaurant business in Sun set area owing to the quality of products it serves to its customers through its diverse menu items. Target Market The main area of concern of the business is to provide Hong Kong style dessert to local customers living in the surrounding neighborhood especially the young Asian customers, and other customers who may be interested in the cuisines and late night deserts. It purposes to turn the Chinese habitual tradition of gathering around late night to partake their desert into their advantage by opening late into the night. This is not the only target going by the decision to include a diverse menu which takes care of other locals living in the area. Sunset area of San Francisco has a population that has kept on swelling with Asian population more than other races. This explains the reasons why the leadership of the area is being steered by Asians, example being the present mayor. The 2013 estimate report on the census shows that Asians comprises over 33% of the Sun set population translating to over 837,442 people in San Francisco area alone (USCB, 2013,Areavibes & J, 2013). This group’s population is reported to be growing faster relative to other races in the area hence the need to focus on their favorite dish. Other groups are also targeted but not majorly. Competitive Advantage Chinese especially those coming from Hong Kong, Chengdu or Southern China have a tendency to gather for late night deserts while catching up with friends (Stein, 1999, Matuszak, 2014, Amanda, 2009). This appears to be a formed culture among Asians and they carry it along to the places they go (Simson, 1991 & Tannahill, 1988). For this reason, Mango medley seeks to pick this knowledge and turn it to a competitive advantage by offering exactly that. Other than this, the smaller inner room of Mango Medley provides a clean and romantic environment for those who like intimate and a more secluded atmosphere. Mango Medley location is at the center of apartments and houses along with small local businesses like public transportation, Muni cars. On the other hand, the cleanliness and location along a common street make it easily accessible by road and from many directions even at night. This strategic location advantage is something that other restaurants don’t enjoy. Client’s Key Services Mango Medley prepares both vegetables and desert. According to a customer on yelp, they basically have two menus which serve people of Asian origins while the other serves the other group/culture. This is a culture they borrowed from the Chinese in Hong Kong who prepared two menus to serve the locals and the tourists (Oneill, 1989). There services are available between 5:00 P.M. to 12:00A.M weekdays and 12:30 P.M to 12 A.M on weekends. Observations made by customers and reported on yelp (Mango Medley deserts, 2011) confirm that there are two people working at the restaurant. One person is working inside the kitchen, and the other (the owner) is responsible for dealing with transaction, delivering dishes to customers, and taking orders. Another observation put on yelp reports that Mango Medley has a total of twenty-three seats in the restaurant which contains three tables for two, one table for three, one table for four, and two tables for five. The interior decor is more casual and uses wood as the main material for flooring, walls, tables and chairs. This is a common feature of most US buildings reflecting a welcoming mood to the Americans. An analysis of comment made by customers on yelp and Google about Mango Medley points to the fact that it still takes one a long waiting time between ordering and getting one’s order something they link to the few workers per shift. They report that there is only one person attending to customers and another at the kitchen preparing the orders. This results into too many waits between ordering, refilling, getting orders, and clearing the bill thereby driving customers to other restaurants where the services may be better (Mango Medley deserts, 2011). Operational Services It is important that credit is given where it belongs and blame put where it should be. Mango medley has done quite well in its services by serving the customer the best way it can given the resources it has. The space available although small, is always clean and neat. This is confirmed by customers who after the experience take to yelp to recommend it to other potential customers. The restaurant in an attempt to win everybody, has introduced a menu that takes care of the diverse culture at San Francisco. The dominant race and which was the primary target of Mango Medley is also served to the best by offering the best Chinese cuisines and deserts as well as opening late into the night to serve them at their time of availability. Their presence in social media platform has also helped a lot to receive customer feedback and interact with them. Social sites like Yelp, open table, and Trip Advisor among others provide customers with useful information about the restaurant, its location and direction. The information not only helps consumers make a choice among the various alternatives but can also attract customers to the restaurant. The excerpt provides data analysis for Mango Medley restaurant and its competitor, Purple Kow Restaurant. The reviews collected from all these sites relate to 8th and 9th March, 2015. The gathered data was analyzed by SPSS and result presented in form of pie chart and graphs. Data was collected on three different aspects like; waiting time before being served, greetings by the server, and his/her attitude towards customers. The overall ratings of each of these aspects were considered in arriving at the overall customer review foe each restaurant. Mango Medley The results for Mango Medley from primary data were as follows; Primary Data Captured data revealed the following ratings: greetings 42% positive, 28% neutral, and 20% negative. Waiting time; 42% positive, 15% neutral and 55% were negative. Attitude: 20% positive, 25% neutral and 40% negative. Figure 1: Mango medley primary data The data above shows that every issue was voted below average. Most customers appreciate the first connection they make with the attendant. This normally begins with a greeting. Most rating of this implies the customers perceive the way they were greeted to be good. A customer satisfied with this will want to come back the next day following the rapport they had developed. A poor rating has a negative impact on the ability of the customer to come back or not. On the other hand, only 20% of the customers voted rated the greeting negatively. However, there is an opportunity to win over those who rated this neutrally. A change in the way customers are approached and greeted will impact the perception and thereby winning them over. According to Secondary Data, Greetings; 40% positive, 10% neutral, and 38% negative. Waiting time; 18% positive, 38% negative and neutral. Attitude; 18% positive, 40% neutral and 25% negative. Figure 2: Mango Medley secondary data 9/3/2015 The secondary data also reflect the same outcome that was evidenced from the primary data. The difference is only major difference was the number of those who voted negative. For secondary data, more than 55% rated Mango Medley greeting approach negatively. This is way above 38% that was the case with the primary data. For the case of attitude, the positive rating was at the bottom of it at only 20% while the negative rating was at 40 percent. Even though this was also below 50%, it is discouraging to know that it was above the positive review. Best result would be attained when it is kept at minimal. The overall results according to star ratings show that most people rated this restaurant averagely (3 star) at 40%. The star rating was out of 5 for the best and 1 for the least score. Those who gave the restaurant a full five star rating were only 5%. The least star rating was awarded by only less than 15%. Despite the positive result of this information, it is not satisfying considering that the total rating for 5 stars was just a paltry 5%. While a four star rating was only given by 25% of the customers. The pie chart below shows the star rating accorded to the restaurant by the customers. Chart 1: Mango Medley Overall data 10/3/2015 Purple Kow restaurant This restaurant located 3620, Balboa Street, San Francisco. Purple Kow is the fierce competitor to Mango medley. It also prepares Chinese desserts and snacks the same menu served at Mango Medley restaurant. The following were the result of the primary and secondary data; Primary data Greeting: 25% positive, 45% neutral, 15% negative. Waiting time: 20% positive, 30% neutral, 35% negative. Attitude: 70% positive, 12% neutral, 8% negative Purple Kow also did not win much customer votes on the greeting approach by the attendants. This was at only 20% while those who rated it negatively were only 15%. On the part of waiting time positive reviews only won 20% with negative reviews getting 35% of the customer reviewed. Attitude was the biggest winner for Purple Kow as it won 70% of the positive review. The negative review only won 8% of the negative review. Figure 3 Purple Kao Primary Data 03/08/2015 Secondary Data Greeting: 65% positive, 10% neutral, 10% negative. Waiting time: 15% positive, 30% neutral, 40% negative. Attitude: 60% positive, 22% neutral, 8% negative Figure 4: Purple Kao secondary data 9/3/2015 Interpretation The secondary data for Purple Kow was all good news for this restaurant. Secondary data showed that attitude and greeting won most positive reviews at 60% and 65% respectively. The negative reviews were 8% and 10% respectively. This is proof enough as to why most customer indicated their intention to change their restaurant from Mango Medley to Purple Kow. The pie chart below summarizes the results of the review: Chart 2: Purple Kao overall data 03/10/2015 From the overall result showed in the pie chart above, it shows that majority of the customers gave the restaurant a four star rating and another bigger percentage of 35% giving it a full five star rating in comparison to Mango medley. This is good news for business as it suggests that the minority of the customers were rated the restaurant with the minimum star rating. This implies many people appreciates the attitude of Purple Kow’s servers as well as the way they greet people. This favorite result shows the strength of this restaurant. Comparative Analysis of the Results Displaying a poor attitude and failing to greet customers when serving them is not good for diners; it tells a lot about the server and restaurant in general. This is one of the weaknesses of Mango medley. One of the major competitors of Mango Medley restaurant, Purple Kow restaurant, scores really well in all these. General Recommendations Mango Medley’s major concerns should be how to improve the general attitude, greeting and waiting time since these are the major problems affecting the restaurant negatively. First from the data, it is evident that only 24% of the customers are happy with the attitude. These problems may be solved by first checking the root cause of the problem. Why would the servers greet people well but display bad attitude or display bad attitude all together? Probable reasons may be fatigue, low morale or just poor natural attitude on the part of servers. This may be due to overworking. It is reported that there are normally only two workers, one in the kitchen and another serving people. The one serving people also happens to be the owner of the restaurant. It is therefore better to hire more workers so that the owner if it’s a must she/he has to work then can take on the task of cashier. Long Waiting Time challenge This seems to be a problem that haunts both restaurants. Primary data for Mango Medley shows a discouraging result of 55% negative for waiting time and only 42% positive. Secondary result for Mango Medley shows a 38% negative review and around 8% positive. The differences between each category’s review gives 13% for primary data and 30% for secondary data. This simply means that 13% more people rated waiting time negatively than the ones who rated it positively. For secondary data, this was even worse as it shows that 30% of the people had negative sentiments for the waiting time than the people who rated it positively. According to the primary data, only 42% of the people were happy with the time taken between ordering and taking the order. This means that over 64% were either not sure or just unhappy with this. On the other hand, secondary data shows that only 18% people were happy with the time taken between the orders. The probable reasons that may have encouraged this are; few personnel, many customers at a given time and inadequate technology since everything in Mango Medley is manually done. From approaching customer, ordering, paying and getting the order is all manual. Possible Recommendations If there are many customers that overwhelm the server, then the management should consider employing more workers at these peak hours. This however, would translate to additional expenditure on the side of the restaurant. This may be a temporary measure but if implemented, should help solve the problem. An effort to increase the number of staff from the current two to about five, should be able to also reduce waiting time. These staffs should be allocated clear duties to perform and avoid a situation where there is multiplication of roles. There is also the need to motivate the servers. Every employee needs to be motivated at certain time to improve their morale. Working under the same conditions for long may increase chances of an employee getting disoriented. Motivation can be in terms of salary increment, bonuses, holiday trips or paid leaves. Either or all may work to improve the condition for better (Asim, 2013). However, a better way would be to hire more workers so that they may work in shifts. This will reduce tiredness. Another possible solution to long waiting time may be training of the workers various customer related issues as well as how to prepare whatever they offer in their menu. This will reduce time taken to prepare a customer’s order and by this reducing waiting time (Chickksand & Cox, 2010). It is however, important to note that implementation of the above recommendations will be expensive and will only be needed if there is surety that the workers will stay for long. Since customers are choosing to go to Purple Kao because they are not only serving people with good attitude, but also relatively shorter time, it should be a matter of concern to Mango medley also. Finally, the option which I strongly recommend is the investment in technology. This technology may include fixing self service machines for light orders like drinks. The other technology would be investing in other forms of payment apart from cash to reduce time taken trying to look for loose balances give back as well as automation of some services. This will reduce time and energy wasted in taking orders, receipting and then walking again to serve the orders as other customers are waits on the queue. Another possible opportunity would be to modify the website to allow customers to pre-order their deserts online. This will give the servers enough time to prepare the orders so that when the customers come in, there’s will be to simply pick their orders. Comparing this to the Purple Kao’s rating of over 50% liking is way above the Mango Medley’s rating of less than 40% liking. If this can increase to over 60%, then this will significantly improve and make it to beat the competition. With the adoption of the above recommendations, the restaurant should be able to accomplish this. Generally, investing in technology may be expensive at the onset but will be cheap in the long run. This investment will reduce the cost by reducing the number of workers employed to work per given time, improve efficiency in time management, and quality of services (OConnor & Murphy, 2004). These are the same factors loved so much with this segment of customers. With these factors improved, Mango Medley should be able to reposition itself as the leading brand in San Francisco. Implementation Process The first thing would be to conduct market research for web designers who can improve the face of Mango medley website and create a way in which people can order and pay for their desert online. Secondly, the restaurant should proceed to the next step of advertising for temporary job for people with experience in Chinese deserts. This will be helpful in taking the position of whoever will be sent to train or holiday or leave. During this time, the restaurant needs to operate and that is where the new recruit will come in handy. Thirdly, the manager should do a market research for the best company that can supply the needed technology and the cheapest rate and check for the suitability of their technology in relation to the restaurant. If the company proves affordable, then digitalization of operations should be started straight away. However, if that is not the case, then the company should start with the above recommendation as it purposes to fully digitalize operations in the future. There is urgent need of another server to assist with the current workload. Conclusion. There is a promising future in the restaurant business tailored specifically for the goals set out by Mango Medley. With its current location and menu details, every person is going to be a frequent visitor there. However, for this to happen, it has to implement some of the recommendations put above. With this swelling Asian population in San Francisco there is a bright future for Chinese desert to fill their need for the same (USCB, 2013). Refernces Amanda, G. (2009). San Francisco Chronicle Restaurants Vying for Late-night Crowd. San Francisco: San Francisco University. Retrieved from San Francisco Chronicle Restaurants Vying for Late-night Crowd. Areavibes. (n.d.). Outer Sunset, San Fransisco, CA Population & Demographics. Retrieved May 3rd, 2015, from Areavibes: http://www.areavibes.com/san+francisco-ca/outer+sunset/demographics/ Asim, M. (2013). Impact of motivation on Employee performance with effect of training: Specific to education sector of Pakistan. International Journal of Scientific and Research Publications, 3(9). Chickksand, D., & Cox, A. (2010). Aligning marketing and sourcing strategies for competitive adavntage in the food industry. Delivering performance in food in food supply chain, 150-185. Edgar, S. (1992). organizational culture and leadership: A dynamic View. San Fransisco: CA Jossey-Bass. Elliot, A. J., & Covington, M. (2001). Approach and avoidance motivation: . Education psychology Review. Lin, K. (2000). chinese food,culture and profile. seattle. Mango Medley deserts. (2011, February). Retrieved May 2nd, 2015, from yelp: http://m.yelp.com/biz/mango-medley-san-francisco Mango Medley. (n.d.). Home. Retrieved May 3rd, 2015, from Mango Medley restaurant: http://www.mangomedley.com Matuszak, S. (2014, September 5th). Outdoor midnight snacking breaks down barriers in a chinese city. Retrieved May 3rd, 2015, from Next City: https://nextcity.org/daily/entry/outdoor-late-night-stalls-break-down-barriers-chengdu OConnor, P., & Murphy, J. (2004). A review of research on information technologyhospitality industry. institute de management Hotelier international. Oneill, M. (1989, July 26th). The chop Suey Syndrome:Americanising the exotic. Retrieved December 20th, 2014, from New York Times. Peter, R. J. (1994). The relationship between work setting and employee behaviour: A study of a critical linkage in the organizational change process. Journal of the Organizational change Management. Roberts, J. (1999.). A conncise History of China. New York: Harvard University Press,. Simson, F. J. (1991). Food in China: A cultural and historical inquiry. Boca: CRC Press: Boca Raton. Stein, T. B. (1999). You eat what you are: People culture and food traditions. Ontario: Firefly. USCB. (2013, July 21st). United States census bureau:State and County quickfacts, San-Francisco(city),California. Retrieved May 2nd, 2015, from USCB: http://quickfacts.census.gov/qfd/states/06/0667000.html#skipNav-CMSContent/ Read More