tma 01
TMA 01 PART 1
FAO: PATRICIA LOGE
RE: MY FINDINGS ON BISTRO LODGE CHAIN
After carefully studying all aspects of your business, I have found a few areas which are affecting the brand.
Structure is an important part of a business, and I feel this is where your business is lacking. I firmly believe in Pugh and Hicksons 1968 study, in which the main points of the study were:
SPECIALISATION – In your case the French style bistro setting and food offered.
STANDARDISATION – The same conformity in each of your branches
FORMALISATION – Having set rules to follow
CENTRALISATION – Having a head office to inspect and report to
CONFIGURATION – What makes the whole business
Removing the more rigid approach Joyce Lodge had set has damaged the system that had been in place, making the business ‘lose its way’. This allowed the managers to use their own ideas allowing them to do so, has enabled them to move away from the familiar brand model, thus slowly losing the brand image. The managers have had such a free reign over their shops; they have implemented their own ideas, such as low cost food, healthy eating and even changing the décor.
Customers like uniformity; they need to be able to trust a brand. For example, if consumers visit a Costa Coffee, they know they will get the same tasting cup of coffee, they know they will sit in that same familiar surroundings, and pay the same price, wherever they are in the country.
Joyce Lodge adhered to the Pugh and Hicksons structure in a very rigid way, which enabled the business to become successful. Unfortunately taking away all the structure has allowed the brand to branch out in many different avenues, many of which have been harmful to the business. I feel you need to reintroduce the monthly meetings with managers, and also take on board the ideas they all offer, as some may improve the brand.
The consistency of the décor, the staff and the food preparation and presentation was key to the business
FAO: PATRICIA LOGE
RE: MY FINDINGS ON BISTRO LODGE CHAIN
After carefully studying all aspects of your business, I have found a few areas which are affecting the brand.
Structure is an important part of a business, and I feel this is where your business is lacking. I firmly believe in Pugh and Hicksons 1968 study, in which the main points of the study were:
SPECIALISATION – In your case the French style bistro setting and food offered.
STANDARDISATION – The same conformity in each of your branches
FORMALISATION – Having set rules to follow
CENTRALISATION – Having a head office to inspect and report to
CONFIGURATION – What makes the whole business
Removing the more rigid approach Joyce Lodge had set has damaged the system that had been in place, making the business ‘lose its way’. This allowed the managers to use their own ideas allowing them to do so, has enabled them to move away from the familiar brand model, thus slowly losing the brand image. The managers have had such a free reign over their shops; they have implemented their own ideas, such as low cost food, healthy eating and even changing the décor.
Customers like uniformity; they need to be able to trust a brand. For example, if consumers visit a Costa Coffee, they know they will get the same tasting cup of coffee, they know they will sit in that same familiar surroundings, and pay the same price, wherever they are in the country.
Joyce Lodge adhered to the Pugh and Hicksons structure in a very rigid way, which enabled the business to become successful. Unfortunately taking away all the structure has allowed the brand to branch out in many different avenues, many of which have been harmful to the business. I feel you need to reintroduce the monthly meetings with managers, and also take on board the ideas they all offer, as some may improve the brand.
The consistency of the décor, the staff and the food preparation and presentation was key to the business