Jose's Mexican Restaurant Case Study
Chapter 4 Case Study: Jose’s Authentic Mexican Restaurant 1. How should quality be defined at this restaurant? From the customer’s perspective, quality at Jose’s should be defined by location and ease of access to the restaurant, ambiance, sense of arrival, service, food quality, and price. To better understand quality,
83 customers who dined at the restaurant last Friday and Saturday night were asked to answer yes or no to five survey questions: 1. Were you seated promptly?
2. Was your waiter satisfactory?
3. Were you served in a reasonable time?
4. Was your food enjoyable?
5. Was your dining experience worth the cost? Of the five questions, perhaps the most important question is “Was your dining experience worth the cost?.” This can be an indicator of overall customer satisfaction with the complete dining experience
(ambiance, food quality, service, value, etc.) in relation to cost. Approximately 81% of customers surveyed responded yes, with about 19% of the customers surveyed indicating they did not receive good value. The other questions can provide more insight into the specific issues around the customer’s perception of quality. Were you seated promptly? About 84% of the respondents answered yes to this question. While this does not appear to be the major issue, there is room for improvement. With process reengineering, the restaurant could achieve more even flow of customers during peak times. Given the importance of first impressions on customers, the restaurant should consider options for creating a comfortable area for waiting. This may include rearranging the tables to optimize efficiency, or a more expensive remodel.
The restaurant could analyze the cost/benefit of taking reservations or increasing restaurant capacity and facilities to allow take‐out orders. The restaurant should also consider the cost of a remodel and also increasing seating capacity from the current 58.
83 customers who dined at the restaurant last Friday and Saturday night were asked to answer yes or no to five survey questions: 1. Were you seated promptly?
2. Was your waiter satisfactory?
3. Were you served in a reasonable time?
4. Was your food enjoyable?
5. Was your dining experience worth the cost? Of the five questions, perhaps the most important question is “Was your dining experience worth the cost?.” This can be an indicator of overall customer satisfaction with the complete dining experience
(ambiance, food quality, service, value, etc.) in relation to cost. Approximately 81% of customers surveyed responded yes, with about 19% of the customers surveyed indicating they did not receive good value. The other questions can provide more insight into the specific issues around the customer’s perception of quality. Were you seated promptly? About 84% of the respondents answered yes to this question. While this does not appear to be the major issue, there is room for improvement. With process reengineering, the restaurant could achieve more even flow of customers during peak times. Given the importance of first impressions on customers, the restaurant should consider options for creating a comfortable area for waiting. This may include rearranging the tables to optimize efficiency, or a more expensive remodel.
The restaurant could analyze the cost/benefit of taking reservations or increasing restaurant capacity and facilities to allow take‐out orders. The restaurant should also consider the cost of a remodel and also increasing seating capacity from the current 58.