A CASE STUDY ON CHANGES

PURPOSED FOR CAFFE

MASSIMO

Krishna Pathak/2017005409
SECOND CASE STUDY FOR BUSINESS TRANSFORMATION AND CHANGE
Contents
Background ................................................................................................................................................... 2
Strategy ......................................................................................................................................................... 2
Tools .............................................................................................................................................................. 3
Leadership ..................................................................................................................................................... 4
Outcomes and Evaluation of Changes .......................................................................................................... 5
References .................................................................................................................................................... 6

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Background

Caf Massimo is located near to North Shore beach, Takapuna. Mostly it provides
European foods items consisting large area at outdoor too for costumer to seat and enjoy outdoor
environment of beach side location. Caf Massimo is doing well, although some changes can lead
better results. It is the time for the Massimo to perform some changes and surprise their customer.
For the changes to be performed various things should be researched at the initial phase
understanding the requirement of the customer and performing the change what the customer want.
In this case study, I will be discussing the necessary change that can be made in Caf Massimo.

Strategy
Strategy is setting the plan with framework defining the path, resources and goals. If an
organization failed to adapt strategies with the changes like technological change or cultural
changes, etc., they cannot compete with the market and the future may lead to disaster. While
defining strategy, mission of organization should be considered and external analyses should be
performed with capacity and resources of organization and further formulation and implementation
of strategies is required with the evaluation of result. There are mainly three types of organizational
strategies: Corporate-level strategy, Business-level strategy and Functional-level Strategy which
are to be implemented by managers at top levels, middle levels and lower levels.
In Caf Massimo, I am purposing Cooperate-level strategies, in which top management
layer should be responsible for the plan and purpose of the new strategy. I further purpose renewal
strategy under cooperative level strategies where organizational weakness in addressed and further
decision are made as per requirement of the change. Initially, several weaknesses of the Caf
should be monitored and further strategy should be planned with the change required as per
demand of time. As renewal strategy, several changes on food as per customer feedback can be
made and existing number of employee can be reduced with the uses of some innovation leading
to minimization of expenses. With the feedback of customer, food or menu can be remodified and
further feedback from regular customers can be further implemented making customers as valuable
assets. Similarly, innovation in a Caf can attract the customers with the uniqueness created by
innovation. I believe that proper strategy at proper timing causing the satisfaction of customers
can end up with the success of the Caf. Also, several things like cooking according to seasons
demand, buying locally in bulk, creating family environment, doing homework, training staff as
per requirements, can be Cooperate-level strategies which can influence customers and minimize
the unnecessary expenses.

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Tools
Change management want desired future with the improvements done as per the
requirement of time and customers. For the smoothness and successful adaption with the time,
change management tools are required which deals with the successful change process. There are
several tools like culture, innovation, mergers, restructuring which act as bridge for the changes.
If tools of change management could be applied as per demand and time requirement the result
would be successful outcome. I am purposing Innovation, as change management tools that can
be implemented in Caf Massimo. Innovation is something new to your business that fills an
untapped customer need. Ideally, the innovation builds a new market. (Jonathan Rowe, Gene
Express Inc). Innovation is new creativity for the implementation of new process fulfilling the
market demand and can be catalyst for the business growth. Unique fusion of business knowledge
and innovation can create new changes in the organization creating uniqueness in the culture of
organization.
I am purposing eTouch Digital Menu for Caf Massimo which is an innovation in changes
rarely used by most restaurants or caf. eTouch is a digital revolution in restaurants or caf which
creates tabletop ordering and completely replace the paper menu. eTouch digital menu enables
customers to place the order from the table with the touch screen in the table or with their
smartphone. It will create uniqueness with the innovation and reduces waiting time of the customer
to wait waiter to place the order. Similarly, feedback option can be added with the digital menu so
that customers can feedback the quality, taste and environment of the restaurants. If the customers
want about details about the food they are ordering, they can find the details about the food with
featured photos which can help them to make decision to buy the food. With the implementation
of eTouch Digital Menu, serving staffs can be minimized which will reduces the expenses of the
Caf too. Regular customers can create their profile and save their favorite food too. eTouch can
be linked with smart phone too creating options to order from mobile too.
Implementation of eTouch Digital Menu is not that expensive too. Initial investment is
required, but with the minimization in staff, the investment can be recovered within some interval
of time. Estimated amount of 40K to 50K may be required for the initial installation of eTouch
which includes an app in mobile too and menu in each table of restaurant. This can reduce 80% of
the staff, which will surely minimize the expenses of Caf.
This can change the way of traditional waiting staff and helps customers to enjoy the family
environment with out any disturbance from waiter too. As there are several restaurants and caf in
this area, Caf Massimo must come with such innovation to create uniqueness in services attracting
customers and improving in the services as per feedback of customers.

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Leadership
"Change requires creating a new system, which in turn always demands leadership (Kotter,
1995)." Leader are those who lead people or organization or world and can influence them.
Leadership are explained by several theories like contingency theories, Trait theories,
Transactional leadership theories, etc. Whatever may be the definition of leader, successful
changes in an organization or community will definitely describe the capacity of leader causing
the change as per demand. Change cannot be imagined without proper leading by a perfect leader.
Transactional Leadership Theories states that leader must be able to reward or punish his follower
and create mutual reinforcing environment. So, implementation of Transactional leadership theory
ma be effective in cafe too by monitoring the system and process inside the caf and asking
questions until satisfied answer can be obtained. Similarly, concept of motivation can be developed
too. I will be discussing role or contribution that can be performed by leader in Caf Massimo for
the changes.
Role of leader in Caf is to ability to control and manage metrics leading to excellence in
service and gaining the profit of the venue. Cost, table turnover, etc. only are not these metric, but
it also includes training and engagement of staff, overall efficiency, etc. A leader should be
courageous and confident about their abilities and should be able to perform their role within the
venue and should be able to maintain self-control in any situation. A leader in caf should be
consistently fair and should be able to make clear decision as per the scenario. So, the role of leader
in Massimo should be encouraging social events, accepting and welcoming feedback and allow
the mistake happen and focus on training the employee so that they can adapt with the change too
and making them able to be friendly with the technology we will be using. Similarly, environment
of workplace should be friendly and motivative, leader should be monitoring it and should be able
to make the changes if required.
As I have purposed implementation of eTouch Digital Menu at caf Massimo, leader
should be responsible to make it friendly with customers and employee too. I believe that leader
can play vital changes in simpler and effective way and adaption with the changes can lead to the
success.

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Outcomes and Evaluation of Changes
Change is inevitable process and the only option for the survival is adaption with the
changes. Implementation of change is not the only sufficient thing for the change management,
proper evaluation of the effect and adaption with the change is required. With the evaluation, the
outcomes of changes can be understood and pro-active action can be done. Theoretically there are
three ways to evaluate the change:
Conventional Financial Measures: In conventional Financial Measure, Long term financial data
are evaluated and compared with recent values and the change can be evaluated.
Strategy-Driven Measures: Initially CFS (Critical Success Factors) and KPI (Key Performance
Indicators are calculated and is compared with the recent values and the evaluation is known.
Benchmarking: Benchmarking is the process to compare with other organization and their
practices and evaluating with the comparison and adapt their practices if required.
Caf Massimo should use Benchmarking as evaluation tools for the evaluation of their
outcomes with change. There are three types of benchmarking: Internal Benchmarking, Industry
Benchmarking and Process Benchmarking. While implementing Benchmarking, the process
should be identified and internal information should be collected with information from
benchmark partner too. Finally, the gaps are analyzed and required changes can be implemented.
Benchmarking can be focused on prime cost, food and beverage cost and payrolls cost. As the
focus is in implementation of eTouch Digital Media, the expenses will decrease and hence more
competitive price can be offered with the comparison with benchmark partners.
In nutshell, Massimo can be renovated with the implementation of Cooperate-level
strategies and innovation as tools for change management, several things can be changed and
implemented with the lead of proper leadership and can be evaluated through benchmarking.

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References
N/A. (2009). MICROS Highlights Digital Menu Board, Table Management at FS/TEC. Retrieved
from https://hospitalitytech.com/micros-highlights-digital-menu-board-table-management-fstec-
2009 on 30/11/2017.
Visionect. (2014). Tabletop ordering: The digital revolution in your favorite restaurant. Retrieved
from https://www.visionect.com/blog/tabletop-ordering-the-digital-revolution-in-your-favorite-
restaurant/ on 30/11/2017.
N/A. (N/A). eTouchMenu. Retrieved from http://etouchmenu.com/ on 30/11/2017.
Nevin Martell. (2013). Goodbye Paper Menus? Restaurants Test The Water For Tablets. Retrieved
from https://www.npr.org/sections/thesalt/2013/10/28/241391126/goodbye-paper-menus-
restaurants-test-the-waters-for-tablets on 30/11/2017.
Olivia Tereza. (2015). 12 Ways to Make Your Restaurant More Sustainable. Retrieved from
http://openforbusiness.opentable.com/tips/12-ways-to-make-your-restaurant-more-sustainable/
on 30/11/2017.
Hannah. (2017). How to Increase Your Restaurants Business. Retrieved from
https://www.gourmetmarketing.net/how-to-increase-your-restaurants-business/ on 30/11/2017.
Mark McDermott. (2016). 6 New-Age Strategies to Drive Restaurant Customer Engagement.
Retrieved from https://www.tintup.com/blog/6-new-age-strategies-drive-restaurant-customer-
engagement/ on 30/11/2017.
N/A. (N/A). Tools for Managing Innovation and Change Management. Retrieved from
http://scsonline.georgetown.edu/programs/masters-technology-
management/resources/innovation-change-management on 30/11/2017.
N/A. (NA). Massimo. Retrieved from http://www.caffemassimo.co.nz/ on 30/11/2017.
N/A. (N/A). Leadership Theories. Retrieved from http://www.leadership-central.com/leadership-
theories.html#axzz4ztGhZvrq on 30/11/2017.
N/A. N/A. 11 Key Leadership Attributes for Restaurant Managers. Retrieved from
http://paullange.com.au/11-key-leadership-attributes-restaurant-managers/ on 30/11/2017.
Lisa Andersen. N/A. 6 LEADERSHIP SKILLS EVERY RESTAURANT MANAGER MUST
HAVE. Retrieved from https://www.planday.com/blog/6-leadership-skills-every-restaurant-
manager-must-have/ on 30/11/2017.
Pamela Spahr. (2014). What is Transactional Leadership? How Structure Leads to Results.
Retrieved from https://online.stu.edu/transactional-leadership/ on 30/11/2017.

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Graetz, Fiona, et.al. (2011). Managing organizational change. Retrieved from
http://northnet.northland.ac.nz/moodle/mod/resource/view.php?id=180601 on 27/11/2017.
Kevin Eiden. (2014). HOW TO USE BENCHMARKING TO ENHANCE YOUR
RESTAURANTS PROFITABILITY. Retrieved from http://www.schencksc.com/education-
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30/11/2017.

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