2. Approximately 700,000 restaurants in the organized sector.
Contributed 3.56% to India’s GDP FY ’08-09
Expected growth rate is about 7-8 percent annually
Expansion is driven by International fast food and local multi-
unit restaurant groups
Consumer’s willingness to try different Cuisines has evolved
this industry
Home delivery trend is gaining popularity
Innovation is very important in this sector – continuous
upgrades
*Source: India Retail Report
3. Started in May 2009
Other Brand : Lemon Grass
Turnover of Rs 22 Lac last month
15% Growth Rate monthly
Seating Capacity is 100 Non A/c & 50 A/c
25 front-end staff, 30 Backend Staff
Target – mass, middle to upper middle class
USP – Pricing, food, Location
Type – Pub
Offering – Indian food (Veg. Non-veg., drink)
4.
5. 80 % of business comes from regular customer’s
Middle class … more loyal customer
Fixed Cost structure
3 to 5 lacs rent, 2 lacs staff, 50 to 60,000 electricity
45% food cost + 35% other + 20 % profit margin
1 year contract with suppliers
3-4% pilferage – wastage, stealing, inefficacy
Face of the restaurant
6.
7. Customer Enters
Bell Boy Greets Customer
Checks
Seat
Availability
Directs towards Seat
Directs towards
Waiting Area
When Seats
Available
Yes
No
Counter placed
at the entrance
to welcome and
direct.
Staff Ensures
Customer is
directed
properly to the
seat
8. CustomerAttended OrderTaken
Order forwarded to
Kitchen
Order Prepared
Order Served
Customer Requests
Cheque
Table Cleared/Feedback
Form
Customer Clears Bill
Feedback form
Collected
Customer Exit
Table prepared
Manager ensures
Customer is
attended
immediately
Every process
point is audited
Preparation time
intimated to
customers
9.
10.
11. Feed Back &
Suggestions
Quick Action,
Empower employee
Internal Action
Change Process
Comments book
Feedback & suggestion no
Write to director@maslacraft.com
Change the dish
Call up – understand problem and apologize
Update system
Problem Analysis
Discussion with employee
If required punish
15. Observation for 3 days
Kitchen Area
- Inefficient use of food items
- Wastage done while chopping
Storage Area
- Single Container for each category
- Waste due to spoilage of perishables
Bar Area – Perfect operations
16. Create Artificial Scarcity
Trial Run – Bin Bags
Everyday stock supplied – 55
Trial run stock supplied – 45
Result – Efficient use of Bags
Partition the Stocks
Less Space to have 2nd container for same category
Suggestion of Dividing the container with wooden plank
Tried and appreciated
17. Psychological effect : Regular monitoring
Loss of Rs. 88,000 per month (22 lacs * 4%)
Installation of CCD Camera
Cost for two camera’s
One time cost Rs. 8,000
Annual Maintenance Cost – Rs. 3,000
Expected result is 2 %
Quotation from Ingersoll Rand Pvt. Ltd.
Will be implemented in next month
18. Area Covered: Bandra(W) to Khar(W)
TimeTaken for Delivery:15 to 25 mins
No Of Orders processed per day: 15 to 20
No Of Delivery Person: 2
No OfVehicle: 2
Distance Covered: within 7 kms
Peak time: 20:00hrs to 22:30hrs
19. BKC & Bandra (E)
Bandra West
Khar & Santacruz (W)
12
15
30
Feedback & suggestions received from customers
Promotion - pamphlets in local newspaper
Home delivery market in Bandra – 300 daily
MC
20. Capital Investment
Vehicle Maintenance
Time considerations
Complains received for late delivery (upto 1 ½ hr)
Match demand with Capacity
21. Hire delivery boys withVehicle
Adopt fuel reimbursement system
Control on Cost &Time (log sheet)
Courier industry mechanism applied
Implementation
One delivery boys hire plans
Log sheet to be maintained
Performance review planned for every month
24. Industry trend - less footfall on weekdays
Customer end
Time constraint
Personal preference
There is no motivating factor for customer to come on
weekdays
Less brand awareness since it is new restaurant
Less brand recall - may be visited once
25. Discount for college students (MET)
10% discount to regular customer
Freebees – soft drink, desserts
Rejected
Discount is not a solution
It will reduce profit margin
It will devalue the brand image
Discount affects quality perception
27. SMS for the
restaurant , 0.17
Events, 0.15
Previous
experience , 0.21
Newspaper
Review, 0.13
Friends /
Colleagues, 0.23
Pamphlets,
0.11
On special
events organized
by the
restaurant, 0.2
Because of
special Offers,
0.33
Because I want
to, 0.47
Last trigger to visit a restaurant was from?
You would like to visit a restaurant if?
28. Motivating factor for customer
Which creates word of mouth
In long run people should associate that with weekdays
Increase brand recall, brand awareness
Cost effective mode for communication
29.
30. System, cost, reach, time, personalize
Communicate on
Thank you gesture
Brand recall
Brand awareness
Promotion, offers
Jokes for college students
Personal greeting – Birthday, Diwali
New restaurant
31. Monday at 10 am
20 SMS of brand recall
1 person came for Lunch
5% result achieved
Enjoy Delicious
Indian cuisine and
drinks at Masalacraft
– Bandra 26452031 /
9820403111
32. Tuesday at 3.30 pm
20 SMS of candlelight dinner
3 person came for dinner
15% result achieved
Masalacraft invites you
for special candlelight
dinner tonight at 9 pm –
12 pm. To book your
table call now 26452031
/ 9820403111
33. Wednesday at 7 pm
20 SMS of brand recall
No one turned up
0% result achieved
Enjoy Delicious Indian
cuisine and drinks at
Maslacraft – Bandra
26452031 / 9820403111