TO:

Cedric Lee, CEO of Go! Sy Thai

FROM:
Katelyn Tomasello
DATE:
March 5, 2016
RE:
Proposal to Chang Go! Sy Thais Register Line
I am requesting permission to test, research and write a report on the
location and shape of Go! Sy Thai register line. This project would solve the
issue with the disturbances that occur to dine in customers during Go! Sy
Thais busiest hours.

Problem
Most of the customers at Go! Sy Thai are students or employees at the
nearby medical center. Due to the customers set daily schedules, there are
certain times throughout the day when the restaurant has an excessive
amount of customers in it and the majority of them are there for the purpose
of carryout. The line for the register is sometimes so long that the very last
customer to arrive has to stand outside the door. Another issue with the
shape and location of the register line is that the line will sometimes wrap
around into the dine-in area of the restaurant where the carryout customers
will disturb the dine-in customers.
If the line at the register of Go! Sy Thai could have a different shape and
location, the dine-in customers would have a more enjoyable time along with
eliminating the carry-out customers from having to stand outside. Some
organization of the line at Go! Sy Thai would lead to better customer
satisfaction and ultimately more revenue due to customers returning.

Solutions
I believe the solution to the problem is within the shape and location of the
register and its proceeding line within Go! Sy Thai. If the line could be
directed differently and signs could be hung to tell customers which line they
should be in when entering, some of the chaos could be eliminated. I think
that instead of the ordering line, which is generally the longest, coming from
the front register I think that it should come from the second register. This
would eliminate some of the chaos involving the dine-in area and make more
space for the line. The solution to the problem will be decided when the flow
of the restaurant changes and customer satisfaction increases.

Method, Resources, Schedule, Qualifications and Management

In order to ensure that the research can help better Go! Sy Thai, surveys will
be taken upon exiting the restaurant. Both the Dine-in and carryout orders
will be asked to fill out a survey regarding wait times, spacing and noise
issues during their visit. This information will be documented and used as a

baseline data for comparison to the data after the line is moved. Another
thing that will be done is during the rushes at Go! Sy Thai, is the amount of
carryout and dine-in orders will be charted and a brief description of the
noise level and length of the line will also be observed. This will allow for
some data to compare the general conditions within the restaurant after the
changes have been made.
The Associates for Consumer Research have published a journal regarding
queue timing within a restaurant and the outcome with regards to customer
service reviews. This will help me with my research due to the fact that they
have already researched and confirmed the idea that the longer the wait
time within restaurants, the less likely the customers are to give the
restaurant a positive customer service rating. Also, this will be beneficial
when concluding my data because it could lead to a correlation between my
data and preexisting data leading to the conclusion that the line at Go! Sy
Thai is definitely an issue.
A similar journal that was published by the Tamiscorp gives information
regarding wait times, directions in lines, amount of operators, etc.. This will
be helpful when trying to find the best solution regarding the direction of the
line. Also, this will tell whether or not there is more than one register that
should be open at one time due to the fact that the journal says research
shows having one line would be best.
The task will be cost efficient due to the fact that there is no resources that
will necessarily need to be purchased, besides a few hanging signs if those
are found to be useful. The research could be completed within about two
weeks to eliminate any outlying factors that could change rush hours on any
given day. As the manager at Go! Sy Thai it is my continual duty to make
sure that the restaurant is running as effectively as possible and I am given a
fair range of freedom to enact new policy within the restaurant.
Timeline:
March 6- 12: Preliminary surveys for initial data.
March 13-19: Skipping data collection for spring break to eliminate in
cohesive data.
March 20-26: Changes priority to second register instead of first, gives
out second survey.
March 27-April 2: Uses both registers during rushes, allocates second
survey.
April 3-9: Data analysis and conclusions are met.

Conclusion

All and all the research regarding the register line at Go! Sy Thai would be
beneficial to the overall coherence of the restaurant. The dine-in customers
would not have to be disturbed by the customers waiting in line and the
carryout customers could get in and out of the restaurant at a faster pace.
This would lead to higher customer service reviews, returning customers and
even recommendations to family and friends.

Sources
Laurette Dube-Rioux, Bernd H. Schmitt, and France Leclerc
(1989) ,"Consumers' Reactions to Waiting: When Delays Affect the
Perception of Service Quality", in NA - Advances in Consumer Research
Volume 16, eds. Thomas K. Srull, Provo, UT : Association for Consumer
Research, Pages: 59-63.
Tamiscorp. "Queue Management." Systems, Products and Best Practices
2013. Web. 6 Mar. 2016.