A Fast Way to a Fast Food

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A fast Way to A Fast Food
Case 2 Chapter 19

Created by :
1. Al Farid Mustofa
2. Ikhwan Bayu Adhi Setiawan
3. Jet Nendra
4. Muhammad Ibrahim
5. Nadya Oktaviani

BAKRIE UNIVERSITY
MANAGEMENT
2012

A Fast Way to A Fast Food
According to a recent survey, the UK is particularly fond of fast food. Many people turn to fast food as it is quick, convenient, and relatively cheap even though there are many concerns over public health and obesity. With a large number of fast food chains available, how do likes of McDonald’s, Subway, and Pret. A merger maintain their market share at a time when people are cutting back on their spending? In the 10 largest UK cities, the number of fast-food outlets increased by 8,2 percent, to 1.456 in 2009 (the highest growth occurred in London, Edinburgh, and Glasgow). Among the UK’s biggest chains, Subway grew faster than others. The number of Subway restaurants increased by 25,9 percent to 734 in 2009. In the same year, Domino’s pizza (DPZ) increased its outlets by 19,8 percent to 260 and E A T increased its outlets by 17,8 percent to 86. The growth of these chains is considered as a success particularly when competing against other giant chains such as McDonald’s, Burger King, KFC, and Wimpy’s. Although fast food chains provide quick and efficient service, their operation models are different. In the traditional model, like Mc Donald’s, customers enter the restaurant, study the menu panels for a short period, and stand in the shortest line (behind the many counters). When the customer reaches the front of the line, he or she places an order, pays at the register, and collects the food within few minutes. When, a customer requests a nonstandard item, for example a burger with no tomatoes or extra bacon and cheese, the order is not available in the prestocked food area. The counterperson calls the order in to the production area. The item is then prepared to order as a priority. The waiting time is a bit longer in this case. Not all fast food chains in the UK follow the same customer service operational model. They have tried some innovative ideas to serve customers quicker and have more options and flexibility. In Subway, sandwich is prepared right in front of the customer, where the customer can select what type of bread, size, and sandwich fillings. The sandwich is normally ready in a couple of minutes and passed to the customer as soon as the customer pays for the food. Domino’z Pizza offers home delivery for a wide range of its pizzas, which can be personalized as well, in less than 20 minutes, while it does not charge for the delivery. Pizza Hut offers an open buffet as part of its service, to reduce the workload on its staff and give its customers more options with less price. In Pret A Manger and EAT, a set of sandwiches, salads, and desserts are assembled each day and stocked in the front of the shop where the customers select and pay for their meals. The stock level is then replenished during the day in line with demand. The aim is to continually meet the high quality and freshness standards. If any of the product assembled that day have not sold by the time the store closes, they are given to local charities rather than being stored and sold the following day. Discussion Questions

1. Discuss how differently the fast food chains try to deliver a common set of values to their customers. 2. Compare and contrast the service operations and production processes in different fast food chains in your country.

Cara Cepat untuk Makanan Cepat Saji
Menurut survey, UK sangat menyukai makanan cepat saji
Menurut sebuah survey baru-baru ini, Inggris sangat menyukai makanan cepat saji. Banyak orang beralih ke makanan cepat saji karena cepat, nyaman, dan relatif murah meskipun ada banyak kekhawatiran atas kesehatan masyarakat dan obesitas. Dengan sejumlah besar rantai makanan cepat saji yang tersedia, seperti McDonald, Subway, dan Pret. Merger mempertahankan...
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