Critically Analysis of Nando's

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Table 3.0.4 Common associations and human response to colors

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Source: Essentials of Services Marketing

The light and colour in Nando’s tend to be warm (Appendix B), which is suitable for low involvement decisions and impulse purchased (Lovelock et al., 2009). People tend to be excited and optimistic in warm conditions (Table 3.0.4), resulting in pleasant customer experience in Nando’s. Nando’s plays lively African or Latino music, sometimes popular music. According to Caldwell and Hibbert (2002), pleasant music makes customers to spend more time on consumption and less negative emotions while waiting (Hui et al., 1997). It also makes customers creating more positive attitude towards servicescape (North and Hargreaves, 1996). The presentation of food is simple and consistent (Appendix C). It normally serves chicken along with one or two sides. There is small flag showing the level of spicy on grilled chicken so griller and customers will have knowledge of flavor. Scent in Nando’s is not strong. Some customers do not like strong scent as they do not want have smell on their clothes, but strong scents may attract customers and increase their appetite, which potentially increase revenue.

Signs, symbols and artifacts means the aspects of the service operation which have social significance (Davis and Heineke, 2005). Nando’s in Guildford has obvious sign on the street (Appendix D). The design of their menu is simple abut clear (Appendix B). Decoration in Nando’s is modern and clean. There are not many artifacts in the restaurant as their style tends to be simple. It also provides outdoor dining area which increase the maximum of capacity.

4.0 Service delivery system

Figure 4.0.1 Service blueprint of Nando’s

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Source: Own

Figure 4.0.1 indicates the service delivery process in Nando’s. In terms of customer processing operations, the interaction between staff and customers is limited as Nando’s apply self-service. Quality of food and short waiting time are essential for Nando’s to improve customer satisfaction. Purchasing and storing material are back of house proceed in Nando’s. Taking orders, transmitting them to kitchen and cooking are front of house proceed in Nando’s within information processing operations. Technology is supportive role in Nando’s. The restaurant not only uses technology to collect and analyse information, but comparing data with other stores. Nando’s has reward card system (Appendix F), and customers need to register their card online or in the App. Then, the business will get information of customers.

Good designed service processes and systems need to be carried out by people with higher engagement to be effective. Staff in Nando’s are well-trained and constantly being monitored by their supervisors to ensure that they provide good customer service. Nando’s in Guildford has three till machines on the ground floor and one at upstairs. Two fire extinguishers are next to stairs and one fire alarm next to kitchen. In kitchen, it has one big griller with huge fan. There are about four staff work in the kitchen during peak time, normally just two. Maximum capacity of the restaurant is about 70 customers. It is always fully capacity during peak time. Therefore, capacity management is essential for Nando’s.

5.0 Service experience

A good customer service experience can turn new customers into loyal customers, and excellent customer service can generate positive word of mouth for the business. Nando’s promises to give customers the excellent flavor and quality that they would expect.

During the peak time, it takes about 15 to 20 minutes to wait for seats. Staff will greet customers, take their name and number of customers, and give them menu to make decision in advance. However, customers may feel bored while waiting. Nando’s could put some introductions of sauces or guidance of dining in Nando’s. It not only kills the time but helps customers to get better knowledge about Nando’s.

Customers need to order food at till once they take a seat. There will a long queue during the peak time and there is only one staff at the counter, which potentially increases the dining time of customers. Staff will take table number first; however, some customers may forget their table number or do not know they need to remember it. There could be a guidance sign on the table to remind customers about table number. Then, customers will decide the spicy level of grilled chicken and choose sides come with main dishes, and do the payment directly after ordering.

After that, customers will entre self-service process. They need to fill soft drinks and grab cutlery, tissue and other sauces for the meal. This process significantly fills the gap of waiting food, which potentially increase the pleasure of customer experience. It takes about 20 to 25 minutes to wait for food before staff will serve them. However, there should be one staff on the floor to ask and check if everything is alright with customers. Otherwise customers need to ask demand or complain at counter.

Customers will directly leave when they finish the meal. However, it feels a little bit unpleasant if customers leave without any attention from staff. The interaction between customers and staff is very little, especially during peak time. The overall experience will be unenjoyable for customers who expect pleasant service from staff.

6.0 Recommendations

Speed is significantly essential for Nando’s. If customers could order on mobile phone while they wait for seats or order online in advance, it could reduce the waiting time. Nando’s may spend extra time and cost to manage this ordering approach but this approach could increase the customer turnover and potentially increase sales and revenue.

Furthermore, Nando’s needs to recruit more staff to handle demands from customers. This may increase labour cost, but with high efficiency, more customer demands could be handled. It will increase customer satisfaction and profits.

Diversification in menu will increase customer satisfaction and revenue for Nando’s. The restaurant could focus on innovation of sides and dessert to attract and retain more customers, eventually increasing profitability.

7.0 Conclusion

To conclude, clear service concept and good food quality play essential