CONTENTS

Topics Page Nos.

BRIEF SUMMARY OF THE VISIT 4

REASON FOR SELECTING FOOD & DINING SERVICES 5

TYPE OF SERVICES OFFERED 6

COMPARING SERVICES WITH COMPETITORS 7

LOCATION OF THE SERVICES 8

CHALLENGES FACED 9

SERVCES BLUEPRINT 10

CONCLUSION 11

1
 BRIEF SUMMARY OF THE VISIT

I visited a restaurant, Barbeque Nation, Jalandhar on 22 nd December, 2020. There are

two outlets of Barbeque Nation in city. One at 387-L, Rainbow Rd, Prakash Nagar,
Model Town, Jalandhar, another on at Ground Floor Curo High Street Mall, 66 Feet
Rd, near urban estate phase 2, Jalandhar. I visited the Model Town outlet.

Before visiting the restaurant, I did its booking through online mode because most of
the times, the restaurant is full of customers. After booking online, confirmation
message with address and timing came to the given contact number. I reached on the
venue. When I reached, my temperature was checked and hand sanitizer was provided.
Since I reached before time, I was provided with proper seat to wait and glass of
water. After sometime, receptionist informed me about the vacant seat. I was very
formally guided to my seat. Before I sat, whole seat and dining table was sanitized
properly due to Covid-19 infection. Then I was informed about all the foods available
on menu on that day. I was asked about my preferences for every food and cuisines
before being served.

They brought fresh charcoaled barbeque and carefully placed it on the table. After that
gradually they started bringing all the starters and started serving to me. Before I was
finished with my one dish, another dish was served. One member was constantly asking me
about all the spices and taste, whether I am liking it or not or if I want any improvement to be
done. Once I was finished with my meal, MPOS machine was brought to me and I asked about
the billing method to choose. Before using the card, it was properly sanitized. After
billing, I was given some refreshment sweets to eat.
After my meal, I talked to the manager about the challenges and opportunities that
they are facing.

 Barbeque Nation

Barbeque Nation was founded in 2006 by one of our Promoters. They currently own and
operate 138 outlets in India, 5 outlets in UAE, 1 outlet in Malaysia and 1 outlet in Oman.
Furthermore, the firm has proposals to establishing outlets across Great Britain, Middle-
East and Singapore.

2
 REASON FOR SELECTING FOOD & DINING SERVICES

Any kind of business can be defined by the transaction that is involved in it. In service
management, the customer pays money for goods or services, or in the case of not-for-
profits, money is exchanged for an emotional reason, or goodwill. Restaurants or food
and dining services fundamentally involve all three characteristics, i.e., goods, services,
and emotions in the transaction.

Food services are emerging as a key segment in the Indian economy, with an overall
market worth of US$50 billion as of Fiscal 2017, which is approximately 8 times bigger
than hotels. The market’s growth will be powered by changing consumer dynamics and
increasing market proliferation by brands in the space.

I selected to restaurant only because in food and dining industry, customers pay to
receive best food that will be prepared for them. Food serving industry is a very diverse
one as some times food preparation is a custom job, prepared according to the taste of
the customer, or according to their dietary needs. The industry is not only about general
customer services that they receive in other service industries. It is also about ordering
suggestions, responsiveness of the service providers, order taking, delivery to the table,
quality of the meal served, bill processing or payment methods, and everything in
between. Restaurant services are a combination of communicating with customers and
also giving them undivided attention.

Restaurants are the places where apart from tangible goods consumers also receives and
retains an emotional experience. The ambiance of the restaurants including its location,
architecture, lighting, music, people, food, plating, service received, companions, and
many more things altogether gives customers an emotional response, and customers
store that away as a memory. From the restaurants, customers not only receive foods
but also an experience. Customers convey these experiences to others which also acts
as a channel of advertisement for the restaurant.

Therefore, for understanding every aspect of service management, its features,

problems, opportunities etc. I choose to visit restaurant.

3
 TYPE OF SERVICES OFFERED

Barbeque Nation has pioneered ‘over the table barbeque’ concept in Indian restaurants
according to the Technopak Report. Live grills embedded in dining tables allow
customers to grill their own barbecues. Barbeque Nation Restaurants provides attractive
dining option such as a wide range of vegetarian and non-vegetarian appetisers and
main courses, a popular dessert menu, a pleasant and casual dining environment and
prompt service. They also periodically run popular food festivals at their Barbeque
Nation Restaurants offer their customers a range of Indian, international and fusion
cuisines. They are one of the few Indian companies in the organised Casual Dining
Restaurant (“CDR”) segment to have their own in-house chef training school for
development of new products.

Barbeque Nation provides Dive In and Take Away, both facilities. According t the
services, customers can book, either veg or non-veg food, largely based on Indian
cuisine and use seasonal customer preferences to introduce new dishes. Barbeque
Nation also provides digital platforms from where customers can book seats or also can
order take away foods. Order now- https://orderonline.barbequenation.com/. It is also
having toll free numbers, from where customers can do bookings by one call.
Variety of foods and offers are being offered by Barbeque Nation. Customers can
choose any plan from all the available offers of their choice.

Few of the offered discounts and offers are:-

1. Unlimited soft drinks @Rs 175+tax
2. 2 Mocktails at Rs.999 lunch & Dinner Rs.1099
3. Order one drink and get one more for free on selected drinks
4. complimentary drinks during lunch (Mon-Sun)
5. Unlimited grills, tikkas, kebabs & lavish buffet at Chandigarh 26- Rs.599* &
Chandigarh City Emporium- Rs.549*applicable on min 8 Pax. Valid on Monday to
Friday during Lunch.
6. Order one Mojito and get one free.
7. Gift card with unlimited food
8. Order 3 mocktails @ Rs. 199 +Tax Only
9. Kids below the age of 6 eat for free.

4
 COMPARING SERVICE QUALITY WITH COMPETITORS

Pirates of grill is one of the strongest competitors of Barbeque Nation.

The Pirates of Grill was launched in 2009 in Delhi. Good food and service helped The
Pirates of Grill grow organically to various cities like Gurugram, Chandigarh and
Noida. At present, there are eight outlets of The Pirates of Grill. The Pirates of Grill,
which generally spans around 4,000 – 6,000 sq. ft is family and corporate dining outlet
with barbeque and buffet as main offering.

Time to time, several comparisons has come out in news about Barbeque Nation and
Pirates Of Grill as both of the restaurants used to provide almost similar kind of
servings to its customers.

Following is the comparison between the two:

1. The ambience of Pirates of Grill is somehow average because some of the outlets used
to be very crowdy due to less space. On other hand, Barbeque Nation’s restaurants are
quite spacy and airy.
2. Food offered by both the restaurants are almost same. Both have Veg and Non-Veg
dishes on their menu, but Barbeque Nation also provide options to their customers for
customized spices. Quality and taste of food is better in Barbeque Nation.
3. At Barbeque Nation, staffs are super active and at least one staff always used to be
there to attend one customer at a time. Staff service is very poor in Pirates Of Grill.
Customers have to wait for very long time to get response from staffs regarding most of
the things.
4. Witing time is very less in Barbeque Nation. Customer’s plate used to be full all the
time with some or the other thing, but in Pirates OF Grill, customers have to generally
wait for more than 10 minutes to get their dishes served. Barbeque Nation is very good
in managing crowd.
5. In relationship with customers, Barbeque Nation is best. Manager of the restaurants
keeps asking customers about any inconveniences and served foods, and feedbacks are
implemented shortly but in Pirates Of Grill, feedbacks from customers and even queries
are not handled properly.

With the comparison, one can conclude that Barbeque Nation is best in providing
services to the customers.

5
 LOCATION OF THE SERVICES

As already informed, there are two outlets of Barbeque Nation in city. One at 387-L,
Rainbow Rd, Prakash Nagar, Model Town, Jalandhar, another on at Ground Floor
Curo High Street Mall, 66 Feet Rd, near urban estate phase 2, Jalandhar. I visited the
Model Town outlet.

Both the locations of the restaurant are very perfect for service providers and customers
too. Model Town Market is the perfect destination to shop for the latest fashions. Lined
with many gift shops, it is also the ideal location to go hunting for the perfect gift for
loved ones. Indulge in retail therapy like never before as you browse through the racks
of beautiful clothes and the seemingly never-ending display of accessories. The place
also has many designer boutiques that customize outfits for specific requirements. The
market is always guaranteed to be a crush, filled with avid shoppers and people looking
to spend the day just taking in the sights.  So overall the market attracts crowd all the
time and since it is one of the posh areas of the city. Since it is one of the famous city
markets, most of the shoppers used to visit this restaurant.

Barbeque Nation is also one of its unique kind of restaurant in that area, which provides
barbeque and buffet services at a time. It has chosen the location very strategically so
that no competitor can be nearby them having same kind of menu and same kind of
services. Due to no competitors nearby, it leverages high market share in that area and
it is also said that greater the traffic, be it pedestrian or drive by, the better the chances
you have of attracting people off the street.

Jalandhar city is also having man universities and colleges in there. Since its only one
of its unique kind in city, students and residents from these areas have only one such
option to go. Barbeque Nation strategically increase their customer market by providing
pleasant experience to all its customers.

Apart from the location, wide space is also provided in front of the restaurant for
customers coming from their personal vehicles and this parking area is fully monitored
with CCTV cameras to avoid any inconveniences. But the restaurant doesn’t offer valet
parking services.

6
 CHALLENGES FACED BY THE SERVICE ORGANISATION

There are some challenges faced by Barbeque Nation, which is hampering their
business.
Some of these challenges are:

1. Growing health concern among customers

The increasing incidences of food-related disorders have prompted consumers to
bring about vital changes in their diet and lifestyle, making them more health-
conscious than ever. Most of the customers don’t want to eat much spices and oily
food now and since Barbeque Nation provides whole range of Indian cuisines in
original spices, it is losing some of its customers because of these issues.

2. Complications of inventory management

Given the limited shelf life of food products, inventory management has come up
to be one of the current issues in the food industry. Since Barbeque Nation
provides Veg as well as Non veg dishes too that’s why it is very important for them
to store all food items, especially meats and seasonal vegetables that they want to
serve throughout the year. This need has created a demand for enhanced inventory
management software in food processing, canning goods, and packaging products.

3. Impact of COVID-19 pandemic

Due to COVID-19 virus, social distancing, masks and other precautionary things
have been mandatory now. As the virus is spreading vastly at crowded area, it is
very risky to run a restaurant. One infected customer can hamper a lot. Barbeque
Nation is taking care o precautionary measures like, temperature check, hand
sanitization, seating area sanitization etc., but still there is chances of any
mishappening.

4. Parking space
Parking space is very small at this location and it is not also restaurant’s own
parking space. Only 5-6 vehicles can be parked at a time and other shoppers can
also park their vehicles there.

7
 5. Growing competitors
Day by day competition is increasing and similar restaurants are coming up in the
market. Restaurants like Pirates Of Grill which is providing similar kind of services
now.
 SERVICE BLUEPRINT LINE OF INTERNAL INTERACTION
LINE OF INTERACTION LINE OF VISIBILITY

PHYSICAL CUSTOMER ON-STAGE BACKSTAGE

SUPPORT
EVIDENCE ACTION EMPLOYEE EMPLOYEE
PROCESS
CONTACT CONTACT

Ambient Guests are

Greet
Music And greeted & Prepare
Guest
Lightning serve drinks Drinks
Notifies
Cleaning and
Guest about
setting up
Guests the wait
table
Restaurant
wait to be
Signage Chef prepares
seated
appetizers in
Escorts guest advance

When tale is to table &

Employee free, guests help seated
Uniform are seated Payment
System
Waitstaff
Supervisor place order
Restaurant Guests are greets guests & to kitchen
furnishing greeted & offer menu
and decor serve drinks

Waitstaff wait in
Supervisor
Guests line for dishes to
Table takes order &
places be ready
Settings divide tasks
order

Guests enjoy
Bar and dishes and
Lounge beverages Waitstaffs
Area delivers
food8
 Chef
prepares
dishes
Restroom
Guests
Area and Waitstaffs
comment on
Cleanliness verify
experiences
CONCLUSION
satisfaction

With this assignment, I got to learn about various aspects of Food and Dining industry.
Importance of location in service industry, customer relationship management, strategies,
opportunities and threats in this sector.

I can conclude that Barbeque Nation is One of the most successful casual dining chains in
India, Barbeque Nation pioneered the concept of live grills embedded under dining tables –
allowing customers to grill their own barbecue’s right at their tables. By 2008, the barbeque
chain had a significant pan-India presence, with outlets in Chandigarh, Delhi NCR, Uttar
Pradesh, Rajasthan, West Bengal, Maharashtra, Karnataka, Andhra Pradesh and Tamil Nadu.
Across India, the chain appealed to the value conscious Indian consumer because it offered
quality food including prawns and exotic foreign foods, in an unlimited quantity, at a fixed
price.

Overall I had a very nice experience from this assignment.