Evaluation of Nando Restaurant Service Delivery - Essay Example

Analysis and Evaluation of Nandos Restaurant Service Delivery Introduction Brief history of Nando’s The success story of Nando’s is truly a spectacular one, as it grew from a Chicken and Chips shop in a humble mining town in Johannesburg, to one of the most recognized restaurant brands in the world. Nandos’ story dates all the way back to 1987, when South African and Portuguese entrepreneurs, Robbie Brozin and Fernando Duerte brought a restaurant called Chickenland in Rosettenville, Johannesburg (rateyournandos, 2013). The restaurant was renamed Nando’s after one of the owners’ name, Fernando, as well as the name of his son. In 1992, Robby Einthoven brought the franchising rights of Nando’s in the United Kingdom, and opened its first oversees outlet in Ealing Common, West London (Sawyer, 2010). At first, the restaurant functioned as a simple chicken and chips takeaway, however after realizing that this system of service delivery was not nearly as successful in the UK as it was in South Africa. Enthoven was credited for changing Nando’s operation style into a system in which the customers paid at the till and collected their own cutlery, an operation style that revolutionized public dining in the United Kingdom. Since the opening of its first overseas franchise in Ealing, Nando’s has experienced rapid expansion, with currently 290 outlets across the UK, and 1025 outlets in over 20 different countries across the globe (Nandos, 2013). A number of factors have led to Nando’s rise in popularity, especially in the UK. However, due to the brand’s severe lack of advertising, it is hard to look beyond the restaurant’s simple and unique service concept, as well as, of course, the delicious taste of its food, when crediting its success (Baker, 2004). This report aims to analyze and evaluate the Nando’s service concept, as well as recommend ways in which the restaurant could further improve on its dramatic success in the future. The hospitality industry has so far experienced changes overtime. The level of competition in the service industry is increasingly becoming stiffer by day. Nando’s is well positioned to survive the competitions by implementing well-thought recommendations (Lanchester, 2011). Analysis of the service concept Nando’s sets out to deliver The Nando’s service concept differentiates among its different outlets around the world, depending on the location of the restaurant. For the purpose of this assignment, I will be analyzing the Nando’s service concept for its UK outlets only. The core product that Nando’s sets out to deliver is its food, particularly its Portuguese style, flame-grilled chicken. Nando’s is known for offering good-tasting chicken, but what separates it from other restaurants is its unique PERi-PERi sauce, originating from Mozambique. Founders Duerte and Brozin created their own recipe of the PERi-PERi sauce in four different flavors, Lemon and Herb, Medium, Hot, and Extra-Hot. Furthermore, the company increased the brand’s global recognition by retailing the four flavors of PERi-PERi, along with several other Nando’s sauces in each of their outlets, as well as supermarkets around the world (Norman, 2012).The chickens are bought locally and frozen to the right temperature before they are prepared for grilling. The restaurant sells fresh chicken only and that one of the reasons their chicken auger well with customers’ palate. The chickens are seasoned and marinated with PERi-PERi sauce before they are left to stand all night. These fresh chickens are marinated without preservatives and artificial flavors. The chickens are also trimmed off excess to reduce fat content (Nando’s, 2013). The service process of Nando’s is also distinct and helps to increase customers experience on the PERi-PERi flavored chicken. Each Nando’s restaurant has its own unique and special design. Nando’s has employed a self-service concept to ensure that their customers are involved right from the time they enter the restaurant. Customers queue to place their orders before they are seated in tables. Once the food served, they help themselves with the cutlery they need to devour their meals. Though sometimes customers take a little longer at the queues, it faster and more appealing (Lanchester, 2011). Remarkably, a customer is able to watch the chicken getting served on the platter. This tactics puts hygiene issues in check. The service staff has been trained to clear tables as fast as the customers are done eating (Rateyournandos, 2013). Sometimes, when there is a large customer turnout, they reserve extra tables to cater for the extra heads. That way no customer can walk out because there is no dining table or seats to use. Nando’s in UK has even designed a menu for kids called Nandinos. This makes it a perfect outlet for family night outs. It has also widened the service concept to online means. UK Nando’s has an online take away platform for customers who like home deliveries. It is designed to allow a customer choose the type of food, pay and the order gets confirmed within a click of a mouse. Customers are also prompted to specify their collection details on the site (Nando’s, 2013). Evaluation of the service concepts Nando’s sets out to deliver Strengths The service concepts is based on the flame-grilled PERi-PERi chicken making the whole service process visible to the customer. This ensures that customers are not left in doubt about the hygiene conditions of the food items being served. They are given a chance to judge the service too (Azar, 2009, pp. 1917-1927). Quality meal is served within a short period of time. Nando’s concept also tries to help save time because it uses self-service procedure when compared to table form of service. Customer’s self-service bridges the gap between placing an order, waiting for the order menu items to be prepared and the eventual food service. The service concept helps a customer to make up their mind while on the queue (Dahmer and Kahl, 2009). They decide on what they are going to eat by the time they are placing their order at the queue. A customer can propose a change in spice level while on the queue and waiting to be served. This further downplays table service because in case a customer anomalies in the food item, the restaurant is compelled to bring a completely different order. Strength of Nando’s service concept is reduced customer complaint after service. Complaints only arise at the service point in case a customer is not satisfied with portion size or the level of PERi-PERi sauce in the chicken. Customers enjoy eating in a setting with natural ambience, artistic themes of African and Portuguese origin and eco-friendly details. The food served has low fat content and high level of proteins. This helps to capture the health conscious clientele around the world. Weaknesses Nando’s service concept of self-service frustrates customers at times especially if it is not quick. This puts pressure on the service staff to work faster to avoid customer from walking out of the restaurant. Nando’s is compelled to employ more service staff such as waitresses and waiter to match the high customer turnout. This may pose as an extra cost to the restaurant. The service staff at the food service point must show good skills of portioning food, deal with customer complaints well, hygiene and communication. Otherwise, they might end up spoiling customers experience before they even start enjoying their food (Azar, 2009, pp. 1917-1927). It is difficult a health conscious consumer otherwise. They are aware of the kind of food they want to eat, its condition in terms of temperature and cooking. Recommendations i. Overtime, Nando’s has put emphasis on chicken based menu times. This does not cater for all customers. ii. It could come up with a vegetarian menu so that the menu becomes more appealing to the vegetarian clientele. An improved product portfolio could generate more sales. Similarly, Na could work on a new line of products because fast food industry is saturated. Nando’s brand has already commanded its own market share. A new product line would take less time to pick and generate sales. iii. Nando’s should also reduce the waiting time while customers are queuing to place their orders and pick their food. iv. It could also change its table setting by replacing chairs and tables with new ones and the extension of store area. Conclusion Brief Summary Nando’s has indeed shown a consistent since its growth since 1987 in Johannesburg, South Africa. It is clear that is has struggled through odds to come up with a service concept like no other in the fast food industry around the world. Though there could be similarities, Nando’s stands out because of its flame-grilled PERi-PERi chicken concept as its core product and restaurant settings with natural ambience and eco-friendly content. There are opportunities which it could employ as it is given a good basis by the few weaknesses noted in its service concept. Maintaining a market share is also of paramount importance considering that McDonalds, KFC and other top competitors are doubling efforts by day. More advertising and effective customer outreach tactics could help retain customer numbers, loyalty and capture new clientele around the world. Prediction on Nando’s outlook Nando’s is better placed in the fast food industry niche already. With continued proper service of its chicken, it is destined for greater heights. It prides itself with unique restaurant interior designs. Therefore customers enjoy both food and artistry. Quality food and proper restaurant setting do not only make up a lasting food experience, but also competitive venture into the food industry. Nando’s helps a customer to achieve more than the desires of the stomach. It will continue commanding a huge market. Images of Nando’s restraint in UK Figure 1 Customers enjoying their meals at Nando’s UK Figure 2 Stewardess enjoying their job at Nando’s restaurant in UK References Azar, O. 2009. Incentives and service quality in the restaurant industry: the tipping--service puzzle. Applied Economics, 41 (15), pp. 1917--1927. Baker, J. 2004. Top 100 restaurants in South Africa 2004. Cape Town, South Africa: Ramsay Son & Parker. Dahmer, S. and Kahl, K. 2009. Restaurant service basics. Hoboken, N.J.: Wiley. Lanchester, J. 2011. Restaurant review: Nandos. theguardian, [online] Saturday 15 January. Available at: http://www.theguardian.com/lifeandstyle/2011/jan/15/nandos-restaurant-review-john-lancheste [Accessed: 25 Nov 2013]. Nandos. 2013. Our Restaurants | About Nando’s Restaurants | Nandos. [online] Available at: http://www.nandos.co.uk/postcodesearch/our-restaurants [Accessed: 25 Nov 2013]. Norman, M. 2012. Nandos, London W12, restaurant review. The Telegrah, [online] 17 Aug. Available at: http://www.telegraph.co.uk/foodanddrink/9483747/Nandos-London-W12-restaurant-review.html [Accessed: 25 Nov 2013]. Rateyournandos. 2013. Halal Nandos Restaurants | Rate YOUR Nandos - The Nandos Review Website. [online] Available at: http://www.rateyournandos.com/halal-nandos [Accessed: 25 Nov 2013]. Sawyer, M. 2010. How Nandos conquered Britain. theguardian, [online] Sunday 16 May. Available at: http://www.theguardian.com/lifeandstyle/2010/may/16/nandos-fast-food-chipmunk-tinchy [Accessed: 25 Nov 2013]. Read More