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¢ Service scape
¢ Facility Exterior ( exterior design, parking ,
signage, landscape, surrounding environment)
¢ Facility Interior ( Interior design, equipment,
signage, layout, air quality, temperature, use of
colors and music)
¢ Other tangibles
¢ Employee dress, uniforms, brochures, Stationary,
billing statements etc.)
 "# $

¢ Service-scape Usage
¢ Self ± service
¢ $"
¢ Oemote service
¢ Complexity of the service- scapes
¢ Lean ( simple ,few elements, less space and
fewer pieces of equipment)
¢ Elaborate ( very complicated, many elements and
many forms)
 

¢ Layout
¢ Wide entrance
¢ Separate take away counter (outside window)
¢ Separate ice-cream counter (outside window)
¢ Side entrance/exit ( avoids congestion)
¢ Employee staircase linking preparation area to
upstairs sitting area

% !&
 

¢ Facility exterior
¢ Location - Priya¶s shopping complex.
¢ Two story building in white, box structure
¢ Good visibility ( pole sign to aid)
¢ Parking common to that of the market
¢ Open space in front of building, presence of major
brands, pleasant surroundings.
¢ Broad shaded entrance, wide glass doors.
¢ Uniformed guard present ( outsourced )
¢ Signage colors - Yellow and white on Oed
 

¢ Facility interior- OO EO AOEA
¢ Temperature Blower fans in ground floor (ordering
only),
¢ Embedded lighting, discrete , very well lighted
¢ Equipment cash machines, coffee dispenser, ice
cream and shake machine, racks, trays, fountain cold
drink machine.
¢ Light music in the background
¢ Level of noise very high at ordering area.
¢ Close Circuit Television
¢ Over-head menu display
¢ High visibility to preparation area.
¢ Multiple counters (5, 4 operational)
£
 

¢ Facility interior- Customer Sitting Area
¢ sitting air conditioned. Temperature maintained at
approx. 25oC
¢ Juke-box
¢ Mobile-charging station
¢ One 29´ plasma screen television
¢ One normal 21´ color television
¢ News paper stand
¢ 2 employees always present to aid in service
¢ Separate ladies and gents washrooms
'
 

¢ Facility interior- Customer Sitting Area
¢ Two trash cans with symbol (hand)
¢ Tables for 2 and 4
¢ A bar like counter on side wall with a capacity of 8
¢ One 12 sitter long table.
¢ Cartoon danglers
 

¢ Facility Interior
¢ Intense bright lighting
¢ Wall Colors: Pale Orange Flakes on Cream
¢ Subtle/Warm earthy colors
¢ Suggestion Box
¢ Signage
¢ ³ id You Know?´
¢ ³No Smoking´
¢ ³Beef products not sold here´
¢ Sign on burner- ³used for vegetable products only´
¢ Employee of the month board
¢ ³Seating upstairs´- directs the customer towards sitting area
¢ Posters on Glass Panels for ³Home Service´
¢ Cartoon anglers
¢ Murals on walls
¢ Wet Floor sign
 

¢ Facility Interiors- Equipment
¢ Aluminum racks for storage
¢ Veg and Non-Veg products stored separately.
¢ Brown plastic food trays.
¢ isposable glasses.
¢ Separate glasses for diet and regular coke.
¢ Ketchup pouches
¢ Food Items wrapped in butter paper with Mc onalds
insignia and name of food item printed on it.
¢ Color coded
 £  '(
¢ Employee Uniform
¢ Green & White striped shirts
¢ Black Trousers
¢ Black Caps with Mc onalds Insignia
¢ Name Tag
¢ ifferent Uniform for managers- Green Shirts, printed ties and
black trousers.
¢ Brochures and pamphlets
¢ Bill statement not generated
 )
¢ Facility Exterior/Layout
¢ Squat rectangular building
¢ Large open area in front
¢ Secluded corner of the market
¢ Poorly lit at night
¢ Oed and White sign
¢ Sign on top of building not visible
¢ Narrow entrance
¢ Menu displayed on the façade
¢ isplay of combo offers
 )
¢ Facility interior- Order Area
¢ Only one counter to take orders.
¢ Order counter and counter for delivering food are
different.
¢ Bill generated at the order counter
¢ Customer takes foil to the service counter.
¢ Separate counter for dessert section
¢ Menu with rate list on right hand side wall-not
distinctly visible
¢ Laminated printed menu also given to customers at
order counter
¢ High Counters-Less visibility of preparation area
)# £) 
 )
¢ Facility Interior- Sitting Area
¢ Light grey walls
¢ White ceiling
¢ Yellow table tops and green furnishing
¢ Brightly lit counters but sitting area poorly lit
¢ Upstairs sitting area dingy with maximum sitting
capacity of 20.
¢ Light music in the background
¢ Signage:
¢ No smoking (³smoking is strictly prohibited´ -
offensive)
¢ No anglers
 
¢ Facility Interiors- Equipment
¢ Aluminum racks for storage
¢ Veg and Non-Veg products stored separately.
¢ Maroon plastic food trays ( without flier)
¢ Ketchup plastic bottles kept on every table
¢ o not wrap food Items in butter paper
¢ No Color coding
¢ Coffee dispenser
¢ Ice cream dispenser
 £  '(
¢ Employee Uniform
¢ Green T-shirts with Yellow collars along with Black
trousers and Oed cap
¢ Name tag along with Yellow smiley
¢ Uniform for Managers
¢ Beige trousers, light blue shirt, light grey cap
¢ Name tag along with smiley
¢ Pamphlets and brochures
¢ Oestaurant evaluation form
¢ Bill ( with order number)
 
¢ Light music in the background
¢ Overhead displays
¢ Bright neon display signs
¢ Well lit order placement areas
¢ Use of light soothing colors to reflect light and
enhance feeling of space and comfort.


¢ Ordering process
¢ Mc onalds: Order and delivery of food at same counter
¢ Nirulas: Electronic Ping System (time delay of atleast 10
minutes)
¢ Number of Ordering Counters
¢ Nirulas: 1
¢ Mc onalds: 5
¢ Staff
¢ Lesser number of staff at Nirulas
¢ Average age of staff higher at Nirulas
¢ Lighting
¢ Mc onalds: brightly lit-both ordering and customer sitting area.
¢ Nirulas: Only ordering area brightly lit

*+,-
¢ Indianized Menu at Nirulas ( Thalis and meal
items)
¢ Emphasis on appeal for kids varies.
¢ Nirulas claims to serve 100% vegetarian ice
cream
¢ Nirulas offers 21 flavours of ice-cream
¢ Nirulas have brand named ³Hot-Shoppe´
 >uestion 1
"'

¢ Better visibility
¢ Wider entrance, alternate exit
¢ Take away and ice-cream counters
¢ More counters
¢ More number of Service personnel
¢ Color coding
¢ Better well lit sitting arrangement and area.
 Advantage Nirulas

¢ Own brands such as Hot Shoppe and Nirulas 21

Ice Creams.
¢ Order counter and counter for delivering food are
different.
¢ Separate section for deserts and ice creams.
¢ Menu displayed on the façade
¢ Bill generated at the order counter
¢ Indianized Menu
 >./
)
¢ Location / Surroundings

¢ Lighting, color

¢ Waiting time

¢ Staff
 >0
¢ ££)
Bright colours have a positive effect.
E.g: Mc onalds: Oed and Yellow. Adds to vibrant,
youthful appeal vis-à-vis Nirulas: grey walls; dull.
¢ 1 1
Mc onalds: well lit, bright; positive energy.
Nirulas: well lit only at ordering area.
¢ £)
/
Mc onalds: loud music, latest tracks, Jukebox
Nirulas: slow music.
 >2
IFFEOENTIATOOS

/
š Family Oestaurant yet trendy.
(Jukebox, charging points, Plasma screen)
š Children appeal

(toys, posters, Happy Meal, Oonald Mc onald)

š Value for money

(combo offers)
 NIOULAS
¢ Indian, full meal family restaurant
( Thalis, meal items and desserts)

¢ No specific target segment

 £  '(
¢ Name tag along with Yellow smiley (Nirulas)
¢ Bill generated at the order counter (Nirulas)
¢ Oestaurant evaluation form (Nirulas)
¢ Aesthetically colored uniforms with badges to
give a cheery look (Mc onald¶s)
¢ Managers with ties (Mc onald¶s)
 ''
¢ Mc onald¶s
Noise level at counter to be reduced.
All counters to be functional at all times.
Utensils for condiments
¢ Nirula¶s

Brightness level at upper level to be improved.

ifferentiate servers from managers
Bigger font on menu board required
Aisles cramped on upper floor.