UNIVERSITY OF THE WEST INDIES
QUALITY SERVICE MANAGEMENT (MS32I)
ASSESSING THE CUSTOMER SERVICE BRAND OF CHILITOS RESTAURANT
Jhenell Chung - 620011075
Stephen Fenton - 620012299
Carleen Rhone – 620011244
Rhianna Smith - 620011681
Elizabeth Swaby - 620011313
Lecturer: Dr. A. Crick
TABLE OF CONTENTS
CUSTOMER SERVICE STRATEGY9
Customer Service as a necessity9
MAINTAINING/IMPROVING THE CUSTOMER SERVICE BRAND12
Chilitos was established as a family owned Jamaican/Mexican restaurant chain with two separate locations one in Kingston off Hope Road and the other in Montego Bay in close proximity to the Hip Strip. It has developed a notable reputation for its fantastic menu of “‘JaMexican’” meals, music and a wide selection of delectable beverages and a great place to unwind in a therapeutic atmosphere. The restaurant’s brand however, is in need of rebuilding. It is it our belief that customer service is the foundation needed to see this reshaping through. Often entrepreneurs and mangers do not realise the importance of people i.e. employees in conducting business with customers. Customer service falls by the way side when many firms seek to differentiate themselves. In brand building customer service is one of the key pieces of the puzzle but often is the one that is most ignored. Aligning customer service and their brand is an essential but under-used way to attract and retain customers, differentiate the business, and boost brand loyalty for the unforeseeable future. In order to assess the quality of the service being administered by Chilitos, mystery shopper assessments were performed. In addition, a quality service survey (see Appendix 1) was prepared and distributed to 15 customers, which aided in assessing the customers’ service experience (Results can be found in Appendix 2)
Chilitos ‘JaMexican’ Restaurant serves up a twist to Latin food using local dishes and fusing it with popular Mexican dishes to create what they like to call ‘JaMexican’ style. Located at 64 Hope Road, Kingston, Chilitos serves a varied range of tacos, burritos, gorditas just to name a few, some having the popular Jamaican Jerk ingredient. Meals are prepared to the customers desire and is done before the customer at the counter, similar to that at Subway. Choice of toppings include meats (ground beef, chicken –grilled, jerk); salsa, guacamole, fresh garden vegetables, beans, cheese and varied sauces. Set up in a converted house with a Latin style makeover featuring an artistic, laid-back vibe. Chilitos does not offer fine dining services, but instead a laid back ambience – dining on the veranda or at patio tables in the front yard. The Bohemian-styled living room of the restaurant provides a casual setting, a great place to ‘chill out’, have a couple of beers or drinks while enjoying meals. Opened in April 2007, Chilitos currently dominates the market as the sole Mexican cuisine themed restaurant in Jamaica; after American franchise Taco Bell exited the Jamaican market in earlier years. A second restaurant was opened in May of 2009 on the property of Doctors Cave Hotel, Montego Bay.
Chilitos ‘JaMexican’ restaurant has the core brand function of providing appealing and authentic Mexican food infused with Jamaican flavours (core service). The brand also functions to provide an acceptable atmosphere in which patrons enjoys their meals (peripheral service). The restaurant building serves as the location for the service delivery and forms a core part of the aesthetic involved in the customers’ total experience. As soon as one enters the parking lot of the establishment they come in contact with the service that is being delivered. This is the first point that the...