SERVICES

MANAGEMENT
 INTRODUCTION
• Origin in Indore, MP – Mumbai in 2006.

• HO – Bangalore | CEO – Prosenjit Roy Choudhury

• First outlet in Pali Hill, Mumbai – 50% return customers in first 6

months

• Revenue: 200 crore (2013); 350 crore (2014 expected)

• 2006 to 2008: From single to 13 outlets. Today 37. Plans to add 34

new outlets by end 2016.

• Jaipur (1), Lucknow (1), Guwahati (1), Delhi & NCR (8), Gurgaon (1),
Chandigarh (1), Mohali (1), Ahmedabad (1), Surat (1), Vadodara (1),
Hyderabad (2), Mumbai (6), Pune (4), Bangalore (6) & Chennai (2)
INTRODUCTION
COMPETITORS
 Evidence
SERVICE BLUEPRINT
CUSTOMER Physical

Exteriors Svc. Staff Drinks tray Buffet spread Bill

Parking Décor Presentation Availability
Ambience Menu Taste
Receive
Arrive at Check avail. Self-serve Pay bill and
drinks & Ask for bill
Restaurant & take seat from buffet leave
starters
CONTACT EMPLOYEES

Serve Replenish
Visible

Greet &
(Front of house)

drinks & buffet Process Bill

take order
starters counter
Invisible

Prepare
drinks

Grilling of Re-heating Payment

SUPPORT PROCESSES starters of food system
(Back of house)
BACKEND PROCESS
SERVICE RECOVERY
STRATEGY

Quickly
Act
Fail-safe
Service
Treat Customers
the Service Recovery Fairly
Strategies
Experiences

Learn from
Recovery
SERVICE MARKETING
TRIANGLE
 INTERNAL MARKETING
• Careful selection of employees - 2500 | 18,000 given
Psychometric test – only 15% passed.
• 25% profits earmarked for employees
• 100% reward bonus for meeting standards, No Tips.

Customer
BRANCH Satisfaction
25%
EVALUATION Staff Satisfaction &
50% Attrition
25%
Costs & Sales
EXTERNAL MARKETING
EXTERNAL MARKETING
INTERACTIVE MARKETING
Identity | Image | Perception
| Position
What The Brand
Location In The Mind Stands For And A
Of The Customer. Promise To The
4. Position 1. Identity
Customer

3.
2. Image How Customers &
Helps In Deeper Perception
Others Perceive The
Association & Recall
Brand
Identity | Image | Perception
| Position
•Unique ‘live-grill’ –
VFM, Group Dining. embedded onto the
table,
•A full course buffet
4. Position 1. Identity with blend of various
cousines,
•The ambience.

Unlimited assembly of
dining experience (food,
music & liquor), consistent
taste, hassle free dining
•Pre-fixed price:
Planned budget,
3. •Excellent quality of
2. Image
Perception food,
•Appealing dining
experience,
•Efficient and prompt
service quality
 BRAND LADDER
• Allows feeling of Live • Special occasions such as B’day,
BBQ party Anniversary made special by
• Youth feeling as food & employees at no extra charge.
ambience is not • Playing fav music,
traditional, lively new-age ASPIRATIONAL complementary cake/dessert,
music etc
• Prompt service instigate
BENEFITS
a repeated visit for a
• Continuous/consistent
relaxing time
serving of food.
EMOTIONAL BENEFITS • Grill enhances taste
• Parties can be planned
owing to pre-fixed prices
FUNCTIONAL BENEFITS

FUNCTIONAL ATTRIBUTES
Competitive Strategy
Strategies Typology
Market Dominance Nicher
Strategy

Innovation Strategy Pioneer

Intensive Growth Market Penetration;

Strategy Market Development

Growth Strategy Intensive

Generic Strategy
 Bibliography
• http://forbesindia.com/printcontent/35427
• http://www.barbeque-nation.com
• https://www.facebook.com/BarbequeNation
• http://www.foodandhospitalityworld.com/sections/market-
section/1572-barbeque-nation-to-expand-live-grills-to-10-
more-outlets