Analysis of Customer Complaints at Burger King

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EVALUATION OF COMPLAINTS AGAINST

A BURGER KING FRANCHISE

Prepared by
John Smith
Manager, Inspections Department

August 5, 2008

NOBLES' GROUP, INC. [pic] Interoffice Memo

DATE:August 5, 2008

TO Whom it may concern

FROM:John Smith, Manager, Inspections Department

SUBJECT:REPORT ON CUSTOMER COMPLAINTS FROM BURGER KING FRANCHISE

The attached report, which as requested contains a discussion and analysis of the data collected during the evaluation of the Burger King franchise located at 1695 Main Street. Also included are conclusions and recommendations which effectively rectify the current increase in complaints noted at this franchise.

To address the validity of the customer complaints this evaluation was conducted to examine three key areas of store operations:

1) The level of service provided by employees comparative to store volume, staff levels and customer turnover times. 2) Food quality at this specific location in relation to Burger King food quality standards. 3) Cleanliness of all areas in and around the store including its general appearance.

Primary research was conducted onsite in the form of the secret shopper program where an anonymous individual assesses all aspects of the store and its operations. This assessment was carried out in three parts to improve accuracy. The internet was also used to compare stated company averages and expectations with the results from the data collection. Due to the limited period in which data was collected the conclusions and recommendations should provide only general insight into the store operations.

This report provides solutions to the areas of complaint and highlights the improvements that will need to be undertaken. Should you need any additional assistance with this matter please contact me and we can discuss this in more depth in person.

TABLE OF CONTENTS

EXECUTIVE SUMMARY1

COMPLAINTS2

BACKGROUND2

DISCUSSION OF FINDINGS3

Service3
Store Volume3
Turnover Time4
Staffing5
Courteousness5

Quality6
Food Quality6

Cleanliness6
General Appearance6
Cleanliness of the grounds7
Cleanliness of the bathrooms7
Cleanliness of the restaurant7

CONCLUSIONS AND RECOMMENDATION7

WORKS CITED9

APPENDIX10

LIST OF FIGURES

Figure
1 Store Volume……………………………………………………………………………………………………...3 2 Average wait time……………………………………………………………………………………………….4 3 Courtesy pie charts……………………………………………………………………………………………..5 4 Picture of a Whopper…………………………………………………………………………………………..6

EXECUTIVE SUMMARY

The national franchising headquarters for Burger King was contacted with complaints of the service, quality and cleanliness of a franchise located at 1695 Main Street in Toronto, Ontario. The owners, Nobles’ Group Inc., authorized an investigation to be carried out by the Inspections Department for Nobles' Group, Inc. in Toronto, to study the validity of the complaints. To properly determine an appropriate course of action this evaluation aimed to study the franchise from a customer viewpoint and analyze the data in an objective way.

The conclusions of the study supported the validity of the complaints based on first hand observations of the franchise and its operations. Data collection was conducted by store visits at three different times, on three separate days and in the two possible ways of service (dining in and driving through). Comparing the data findings with Burger King company franchise standards, this report identifies key areas in need of improvement.

Analysis of the data brought conclusions under three categories:

1) Service. Based on volume the average dine-in customer wait time was noticeable reduced with the presence of more staff. Drive-through wait times could be...
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