FOOD SERVICE OPERATIONS OBSERVATIONS

Names Chang Lucy Liu Brueggers Bagels on Washington Ave in Stadium Village

Name of Establishment visited: Type of Establishment: (Select one) Fast-food Restaurant Eating Court (on or off campus)

Family-style Restaurant Catering facility

High-end Style Restaurant Other (please specify): Fast casual bakery-caf

For this assignment, please answer the numbered questions under the following sections (based on the establishment chosen by your group): Customer, Marketing/Public Relations (PR), Type of Service, Employees, and Critical Thinking. CUSTOMER 1. What are the physical characteristics of the individual customers that frequent your selected establishment? They are people of all ages, races, and of both genders. I didnt notice any demographics that were more represented at the establishment. I also saw diversity in body types and shapes, as there were lean, muscular, average, and obese people there. 2. How do the groups of individuals eating at your selected establishment interact with one another (or what is their relationship with one another)? Many people come just to grab food and go. Some come alone to work on their computer, read, or just to eat. A significant number of people came with friends, classmates, coworkers, or acquaintances to dialogue and eat together. This was probably for fun, networking, or work/business. A small number of customers were families, such as mothers coming to bring two children to eat and talk. Some of these interactions were more serious (such as between coworkers or acquaintances, and sometimes even friends). But most of the time, interactions were friendly and relaxed. 3. Describe the structural environment of your establishment. For example, how is the seating area designed? What is the color/design scheme of the establishment and do you think this influences the customer? Why or why not? The structure of the establishment was very casual, making customers feel free to walk in and walk out and seat themselves. There was upbeat music playing semi-loudly in the background, which reinforces the casual feel of the restaurant. The order and service side is separated from the seating area by a physical barrier, but even so, it is easy to hear orders and conversations between servers and customers. There are three doors, making entry and exit easy; I felt that this made the establishment more welcoming and less intimidating this also contributes to the casual feel. The large windows looking out into the street also made the dining experience feel more open and casual. There are several booths in the middle of the establishment, and tables of different size throughout. Booths feel homey and casual, and tables are ideal for studying. The interior colors are light and aesthetically appealing. I think all of these factors contribute to making the customer feel more comfortable, relaxed, and at home while eating. It feels like an environment with few constraints, as you can bring homework, games, and friends there to utilize your time there the way you want. 4. By talking with customers, what attracts them to that eating establishment? What factors influence their choices in terms of foods ordered (e.g., taste, price, quantity, quality, nutritional value)? One characteristic that seems to play a role in many customers decisions to choose Brueggers is its convenient location on campus. This Brueggers is located on the corner of two main streets on campus (Washington and Oak), where many students and other University staff and faculty walk every day. It is also just a block away from the superblock, a block of four dormitories, and within two or three blocks from many apartments where students live. Their high speed service and relatively low cost foods also make it desirable to customers. And of course, taste can definitely not be overlooked everyone who comes here also finds the food enjoyable. Amongst my friends, besides the reasons just listed, another factor that plays in is how comfortable and suitable the environment is for study (see answers in question 3), a need which Brueggers meets well. In terms of foods ordered, almost everyone orders the food that tastes good to them and fit the portion size that they would want. Nutritional value is of some significance to certain people. Price is also of more significance to some (such as students) than others

(e.g. families). I know for myself that I tend to choose cheaper options, but when Im hungry, I choose what I want and how much I want while really neglecting the price as a factor. Several of my friends choose whatever options they like at the right portion size without giving much thought to cost either. In general, even though students are relatively poor, we still live in a first world country where most people dont have to worry about whether or not they can afford food. Choices at Brueggers are generally relatively affordable. The different choices at Brueggers have similar quality. 5. If customers were made aware of the nutritional value of the foods eaten at that establishment, would that play a role in the decision of what foods to order? Brueggers is thought to be a relatively healthy place to eat. In examining their nutritional information, I found that the nutritional values of foods within the same category (sandwiches, soups, salads, bagels w/cream cheese) are similar. Thus, as customers come in for a specific meal or with specific preferences, it would be more difficult for the nutritional value of foods sway their decision. For example, if a person comes for breakfast, usually he or she would choose a bagel with cream cheese or some other spread, between which nutritional values are similar. However, for those who are more healthconscious, that information can play a much stronger role in their decision. MARKETING/PR 1. What methods is the establishment using to attract customers to purchase their food? Posters, social media, deals, coupon books, attractive and comfortable environment. 2. Who is their target audience (e.g., families, students, children, etc)? Students, families, young adults. TYPE OF SERVICE 1. What type of service do they use (e.g., cafeteria, buffet-style, commissary)? Commissary 2. Why do you think they chose this style of service over others? As a chain restaurant, more centralized management of food ordering and parts of preparation is more efficient, better controlled, and cost-reducing. 3. What are the benefits of this service for the establishment (remember to think about foodservice operations i.e. cost, production, ordering, efficiency, etc.)? 4. What are the benefits for the customers? 5. What are the nutritional benefits or barriers to this style of service for the customer? EMPLOYEES 1. How competent are the employees in carrying out their job duties? 2. How do the employees interact with customers? 3. How do the employees interact with co-workers? With managers? 4. What was the attitude of employees towards their job duties? Did you observe any nonverbal tension of employees towards their job, their co-workers or their managers? CRITICAL THINKING 1. What are some things that could be done to improve the functioning of your selected establishment based on the observations you made? 2. If you were the general manager or owner of your selected establishment, what would you do differently to make it a more successful business?

Submit assignment through Moodle by Monday Sept 23rd (Lecture).