Anita Restaurant - Case Study Example

Report for Anita Restaurant Course Code and Name Professor’s Name University Name City, State Date of Submission Executive Summary This paper analyzes data collected from a survey conducted to establish the level of satisfaction for customers attending Anita’s kitchen Restaurant. Anita’s is a popular restaurant located in Birmingham, UK. It opened its doors in 2005 and it is working on opening branches in other cities around Europe. What makes the restaurant popular is the wide variety of food from different ethnic origins it serves. In addition, for a fixed price, customers can eat as much as they wish. The restaurant is efficient in service as there is no major queuing and it’s open for the better part of the day. Competition is gradually increasing as many new restaurants come up. It is in this regard that the survey is intended to analyze customer’s satisfaction at Anita’s restaurant. This will help Anita in understanding its customer’s needs and the areas it ought to improve so as to keep in line with the growing competition. The survey was conducted in Birmingham and 427 respondents were interviewed. The measurable variables were; Life style measures; perception measures; relationship measures; selection factors and classification questions. There was a scale to measure the extent of satisfaction based on the customer’s choice i.e. a scale of 1 to 7 where the respondent choose a number based on his/her opinion regarding the question asked. The areas focused were identified as being vital to the research questions. The results showed that a big number of the respondents were satisfied with the services offered at the Anita’s restaurant. Some were patriotic and would not go to any other restaurant around Birmingham except Anita’s. From the analysis, it is clear that majority of the customers are young people aged below 26 years. Coefficientsa Model Unstandardized Coefficients Standardized Coefficients T Sig. B Std. Error Beta 1 (Constant) -407.772 477.889 -.853 .394 X2 -- Party Person -47.280 20.192 -.359 -2.342 .020 X4 -- Avoid Fried Foods 2.732 17.913 .031 .153 .879 X5 -- Likes to Go Out Socially -1.450 7.145 -.012 -.203 .839 X7 -- Self-Confident 17.471 7.547 .162 2.315 .021 X8 -- Eat Balanced, Nutritious Meals 28.379 21.889 .298 1.297 .196 X9 -- Buy New Products 51.857 20.259 .427 2.560 .011 X12 -- Friendly Employees 5.936 18.978 .047 .313 .755 X13 -- Fun Place to Eat 66.872 22.866 .498 2.925 .004 X14 -- Large Size Portions -5.902 19.640 -.067 -.301 .764 X15 -- Fresh Food 14.881 20.170 .154 .738 .461 X16 -- Reasonable Prices 10.181 21.763 .108 .468 .640 X17 -- Attractive Interior -20.325 12.040 -.175 -1.688 .092 X18 -- Excellent Food Taste 20.697 23.157 .195 .894 .372 X19 -- Knowledgeable Employees -62.237 21.078 -.513 -2.953 .003 X20 -- Proper Food Temperature 8.677 11.245 .083 .772 .441 X21 -- Speed of Service 7.417 20.011 .052 .371 .711 X22 – Satisfaction -8.403 12.827 -.069 -.655 .513 X23 -- Likely to Return 8.491 11.468 .076 .740 .459 X24 -- Likely to Recommend -.527 13.714 -.004 -.038 .969 X25 - Frequency of Patronage of Anita's Kitchen Restaurant 11.299 13.183 .073 .857 .392 X26 – Price 9.978 40.328 .099 .247 .805 X27 -- Food Quality -16.017 39.736 -.103 -.403 .687 X28 – Atmosphere 11.500 41.707 .073 .276 .783 X29 – Service 24.857 39.589 .220 .628 .530 a. Dependent Variable: ID ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression 557417.622 24 23225.734 1.826 .011a Residual 4758015.461 374 12721.966 Total 5315433.083 398 a. Predictors: (Constant), X29 -- Service, X17 -- Attractive Interior, X5 -- Likes to Go Out Socially, X8 -- Eat Balanced, Nutritious Meals, X14 -- Large Size Portions, X12 -- Friendly Employees, X27 -- Food Quality, X28 -- Atmosphere, X24 -- Likely to Recommend, X25 - Frequency of Patronage of Anita's Kitchen Restaurant, X7 -- Self-Confident, X2 -- Party Person, X9 -- Buy New Products, X22 -- Satisfaction, X20 -- Proper Food Temperature, X23 -- Likely to Return, X4 -- Avoid Fried Foods, X21 -- Speed of Service, X13 -- Fun Place to Eat, X19 -- Knowledgeable Employees, X15 -- Fresh Food, X18 -- Excellent Food Taste, X16 -- Reasonable Prices, X26 – Price b. Dependent Variable: ID The regression analysis shows the results of the data collected from the 427 persons who have been living in the UK for over an year, they are living in Birmingham and usually eat out at a proper restaurant at least once a week. They are classified into life style measures, relationship measures, selection factors and other classification questions. The analysis from the data shown that there is a strong negative relationship between a party persons and Anita’s kitchen, the t-stat (-2.342) show that the effect to Anita’s kitchen is statically significant. The results indicate that for person that who love to party affect Anita’s kitchen negatively by 47.280, the high level of significance indicate that this persons will high affect the kitchen, this may be due to the fact that if a person decides to party they will not take food from the kitchen as such his will affect the kitchen negatively. Anita’s self confidence strongly positively relates to the performance of the kitchen (17.475), the t-stat (2.315) indicates a statistically significant relationship between Anita’s confidence and the performance of the kitchen. The strong relationship may be due to the strong marketing skills that Anita portrays when she is selling her products as a results this affects the performance of the kitchen positively. The results emphasis that strong marketing is needed to improve the kitchens performance and compete favorably in strong market. There is a very strong positive relationship between Anita’s place being a fun place to eat and the performance of the company (66.872), the t-stat (2.925) indicates a strong statistical significant relationship with Anita’s place as a fun place to eat. The results show that this has the highest positive magnitude; hence Anita’s place has been able to attract customers due to the fact that most of them enjoy in eating at the place. Anita should maintain the standards while still she looks for other measures that will facilitate customers gaining more utility from eating in Anita’s kitchen. Eating of balanced diet and nutritious foods by the consumers has a strong positive relationship with the performance of the kitchen (28.379), the results however indicate it is statistically insignificant t-stat (1.297). As such the fact that there is a balanced diet in Anita’s kitchen will improve the performance of the kitchen but such performance will not be optimal without other factors. The effect of a good diet will depend on the customer’s preference and what they consider to offer a higher utility. Anita’s introduces new dishes and products in his kitchen; as such there is a positive correlation between the introduction of new dishes and the performance of Anita’s kitchen (51.857) while the t-stats (2.560) show that the results are statistically significant. As such the effect of creativity when it comes to offering of different dishes will led to the better performance of the kitchen, Anita’s should research on variety of dishes so as to maintain her positive relationship with the employees. An attractive interior has a strong negative relationship with the performance of the kitchen (-20.325), the t-stats (-1.628) is statistically significant and as such the results show that the lack of a good interior will reduce the performance of the kitchen by -20.325 for every observation of a bad interior, the effect will be significant and Anita should ensure that the décor of his restaurant is very presentable so as to attract more customers. The knowledge of employees portrays a strong negative relation between the knowledge that employees have and the performance of the kitchen (-62.237) the t-stat indicates that this results are statistically significant (2.953), as such the effect of the lack of knowledgeable employees reduces the performance by 62.237, employees with proper skills and experience will facilitate Anita’s kitchen to offer high quality food which attract more customers. The results show that excellent food taste has a positive relationship with the performance of the company (20.697); the t-stats (0.894) indicate that the results are statistically significant; as such the kitchen should emphasis on the provision quality foods so as to maintain and attract customers. The food quality has a negative relationship with the performance of the kitchen (-16.017), the t-stats (-0.4033). A descriptive analysis of the most of the persons investigated avoid fried foods, as such Anita Should consider this fact and probably provide variety of both fried and non-fried foods. The statistical significance of this data is (0.153) showing that the data is statistically insignificant and does not influence the performance of the kitchen to a great extent. The service that the customers receive important to the majority of the company the descriptive analysis shows that although the service they receive is least important, for the majority of the consumers it is important while to others it is of most importance, the regression analysis shows that relationship between the performance of the company and the service offered is positive (24.857), while the t-stat shows that the results are not statistically significant (0.628). The service offered by Anita’s kitchen will positively affect the performance of the kitchen; however, good service should be accompanied by other facts such as good quality of the food. Additional factors affecting the restaurant are the distance, annual gross household income and advertisements. The distance to which the customers have to travel to Anita’s kitchen affects it negatively (-7.725), the results imply that Anita should put measures for expansion of the restaurant. Limitations and Proposals for Future Research The survey considered most of the variables that are vital to the survey questions. However, some improvements are required to make the research more effective in future. These adjustments will be looked in the use of questionnaire, sampling process and analysis plan in use. (1) Use of Questionnaires The questionnaire targeted 427 respondents. This number is relatively small in regard to the fact that the restaurant is a popular joint to thousands of people who come to hang around. In future, the number of respondents should be increased and at the same time questions based on which type of food the customers prefer most. This will help in identifying the type of foods associated with a given market niche and how changes in such foods would affect their loyalty (Buckingham, 2008). (2) Sampling Process The duration over which the samples were taken was 2 weeks. A relatively shorter time would be more appropriate. This is because the likelihood of redundancy is more apparent when time of taking the samples is delayed. In addition, the number of respondents to require a lengthy time ought to be many. Shorter time reduces the probability of interviewing people more than once. This way the data collected becomes more significant to the study of the research question (Bryman, 2011). (3) Analysis Plan In analyzing the data, the services offered by the competitors are not put into consideration. New restaurants within the neigh hood are a threat to Anita restaurant and its future goals. In a future survey, it’s appropriate to consider the competitors moves and strategies in order to counter them. Also, the respondents’ feelings about the upcoming restaurants are important. This helps to compare the services offered and areas that need adjustments in order to key lock the customers (Bennet, 1978). Conclusion In conclusion, factors greatly affect the performance of the company while other have no significant influence on the performance of the kitchen restaurant, in the case the persons like to party, these will negatively affect the performance of the kitchen restaurant as such the restaurant should make a decision on whether to diversify it services so as to influence those who love to party. The largest effect on the performance of the kitchen restaurant is the skills of the employees; as such Anita should employ highly skilled people that improve the quality of service of the client. However, it would mean that the kitchen restaurant would have pay more to its employees and this would translate to the increase in cost to the consumers. References Bennet, R. (1978). Report on management research survey: objectives and attitudes in management research. Slough (c/o T. Johns, Slough College of Higher Education, Management Faculty, Wellington St., Slough SL1 1YG), Thames Valley Regional Management Centre. Bryman A. and Cramer D. (2011) Quantitative Data Analysis with IBM SPSS 17, 18 & 19, London: Routledge. Druckman, D., Rozelle, R. M., & Baxter, J. C. (1982). Nonverbal communication: survey, theory, and research. Beverly Hills, Sage Publications. Indian Council of Social Science Research. (1973). A Survey of research in management. Delhi, Vikas Pub. House. Read More