Module Code: MC6061
CASE STUDY: Creating a drama at T.G.I. Friday’s
Table of Contents
What are the connections between theatre and T.G.I. Friday’s? Is the dramaturgical analogy a good one? Why?3
What is meant by a critical incident? How can TGI Friday’s identify what constitutes a critical incident and assess whether it has achieved customer satisfaction?4
Analyse the service interaction process at T.G.I. Friday’s based on the following concepts/models: ‘blueprinting’, ‘servicescapes’,’ cyberscape’ ’Servuction’, ‘service experience’, ‘service quality’ and ‘service failure/recovery’.5
Service failure / Recovery5
Evaluate the different types of service technologies used by T.G.I. Friday’s. How successful was T.G.I. Friday’s Social Media Campaign?6
What are the connections between theatre and T.G.I. Friday’s? Is the dramaturgical analogy a good one? Why?
T.G.I Fridays is a global food chain providing American style food and service in a number of countries including Brazil, Canada, Germany and Japan. The company was founded in 1965 and is currently based in Carrollton, Texas. (Businessweek.com Accessed 12 Nov 2012). One of the primary attractions of the T.G.I Fridays restaurants is it’s over the top, theatrical dining experience that it provides to the customers. With reference to the case study, it is shown that ambience is one of the four key philosophies of the company, an ideal that is enhanced on their website through the statement, ‘At Friday's®, we like the good times to roll smoothly. Our team isn't just in high spirits and having fun, they're also at the top of their game. Big personalities and a willingness to go the extra mile means our team aim to make every visit to Friday's® is a memorable one’ (t.g.ifridays.co.uk Accessed 12th November 2012). The theatrical feel provided by the staff uniforms, which normally consist of red and white stripe t-shirts resembling a classic barber quartet. The bar being placed in the centre of the dining area, means that customers can observe the theatrical style cocktail making, giving a circus like element to the dining experience. Reports from Mintel state that ‘T.G.I. Friday’s added five new outlets and achieved a 7.7% uplift in like-for-like sales in 2011 with reports that it is planning on opening a further seven outlets in 2012’. These facts and figures emphasise that a greater number of consumers are choosing to dine at T.G.I Friday’s restaurant, showing that the theatrical service and atmosphere are an attractive element to the public. By expanding the company and adding extra restaurants, it is clear that there is a demand for T.G.I Friday’s food, service and all round dining experience. If the theatrical analogy was to be removed from the restaurants, T.G.I Fridays would lose its USP, resulting in increased competition from other burger bars such as Ed’s Diner and other American style diners. What is meant by a critical incident? How can TGI Friday’s identify what constitutes a critical incident and assess whether it has achieved customer satisfaction?
A critical incident in the case of TGI Fridays is ‘one that makes a significant contribution, either positively or negatively, to an activity or phenomenon’ (Gremler 2004, p.66) from what the customer expects or considers normal in the service encounter. Consider a time when you had a particularly satisfying or dissatisfying experience with (brand, product or organization) in our case with TGI Friday’s:
1. When did the incident happen, or what comprised the experience? 2. What specific circumstances led up to this situation?
3. Exactly what did TGI Friday’s employees say or do?
4. What resulted that made you feel particularly satisfied or dissatisfied?
TGI Friday’s can assess whether it has achieved customer satisfaction or...