McDaniel\'s Burger Case Study McDaniel\'s Burger Restaurant is a family owned re
ID: 432265 • Letter: M
Question
McDaniel's Burger Case Study McDaniel's Burger Restaurant is a family owned restaurant in the Southwestern part of the United States. It is located in a small town in Texas. The family has had the restaurant for three generations. cooking each burger to the customer's wants and needs. The restaurant prides itself in having most selections for meat and vegetarian burgers. In addition, they carry a wide variety of toppings, such as ordinary toppings like tomatoes, bacon, cheese, onions, lettuce, but also unique toppings like cucumbers, salsa, salad dressing, pineapple, and sprouts. Customers can decide on how they People come from far and wide to eat at the restaurant, because they take pride in ould like their burger cooked: grilled or fried. Everyone in town loves McDaniel's Burgers because they are personalized and delicious. Lately, business has been increasing because the population has increased. The McDaniel family can longer keep up with the demand and decide to sell their business to a bigger firm, the Burger Business. Burger Business has many establishments and is used to catering to large crowds. Burger Business executives liked McDaniel's burgers but felt that it was not very efficient, because customers would have to wait a long time before their order was completed. Over time, the executives and consultants of Burger Business felt that they needed to have five different stations Th e first station was for meat selection. For instance, the customer can choose their meet selection of: beef, bison, elk, chicken, veggie patty, etc. The second station was for meat preparation. The if they want their meat fried or grilled and to what degree. The third station as for toppings on the burger. An attendant would help the customer with the toppings for their customer can choose burger. The fourth station was the side bar, where customers could choose what sides such as drinks and French fries with their burger. The last station was the cashier, where customers would pay for their meal. Most of the employees of McDaniel's Burgers were already trained in all areas f operations. Hence, they could work in any station and in any order. The Burger Business of stations and they could have more flexible However, over time, the profits for McDaniel's Burgers were not very high. Moreover, employee executives felt that this would help with employee satisfaction because they could work in a variety retention was at an all time high. However, executives felt they could replace workers, because the task was so simple. In addition, several customers did not prefer dining in the restaurant as in the past. More customers were requesting to take home their orders. The executives were confused because they felt they made productive and efficient changes. Initially, the executives felt that the reason customers felt negatively about the business was because there were certain stations that tended to have longer lines, such as the toppings and sides bar. Hence, they divided the toppings stations into original toppings and unique toppings. In addition, they divided the sides bar into fries and drinks. The executives also decided to get rid of toppings that customers rarely ordered such as anchovies and sauerkraut. Overall, the executives were happy with the changes they made and felt that they could open more McDaniel's Burgers in other locations.Explanation / Answer
Answer to the first question:
I definitely agree that the executives of the Burger Business had a positive perspective of the McDaniel's Burgers. This fast food joint had catered to the needs of it's customers for generations and it had offered it's customers with custom-made food. They served the food to the customers what they want to eat and not what they cook. Even after taking over the business of McDaniel's Burgers, the Burger Business had effectively managed the operations of this joint by keeping in mind, the needs and requirements of it's customers. And they were able to do the same due to already well-trained employees of McDaniel's Burgers as they knew how to carry on their work. Through their new innovative ways, they were able to reduce the serving time, retain it's loyal customer base, and increase in customer satisfaction. Though the perspective is positive, the executives need to be cautious about the following potential risks or pitfalls:
To motivate their workers, they need to provide specific training in the customer handling and they need to be told that how could they be specific to their customers while asking them about their food preferences. They must be told about the importance of the timely serving to their customers. They could be motivated by providing them incentives and perks for providing speedy service to the customers. The company could build the trust among it's workers by telling them that they are the important part of their value supply chain and they need to work hard to achieve the goals of the organization, and it will ultimately benefit them only.
Answer to the second question:
The types of classical theories presented in this case are scientific theory, administration theory and human relations theory. The advantages of above theories in this case study are given below:
Some of the disadvantages are given below:
Answer to the third question:
If I am being hired as a communication consultant for McDaniel's Burgers, I will collect information such as preparing training material for the employees, taking feedback from the customers about the quality and value of the food being served, interacting with the employees about the working conditions, to prepare plans and strategy for markeing of the food, and analyzing the outcome of these plans. This specific information will help me to study the market share of the joint, about the customer satisfaction, what degree of quality they need in their food, what specific skills are needed by the executives and what type of training need to be imparted upon the employees, and overall what type of strategy or plan need to be drafted to achieve success in long run. As the McDaniel's Burgers has already been a good brand among the customers with well trained and dedicated workforce, the findings of the study are expected to be positive and only a good marketing strategy will need to be formulated. The executives will be told about the importance of the training to be given to the employees and how it will affect them in long terms to carry out their work in the changing environments. What kind of work need to be done by the executives to increase the market share of the company, and what efforts they need to put? They also need to cater the specific need and requirements of the customers by providing quality food and at good response time.
Answer to the fourth question:
The communication may be improved in the following ways:
The joint was perfectly catering to the preferences of the customers, however, the more number of stations created by the joint to cater to the specific preferences irked the customers as they had to pass through increased number of stations which ultimately increases the service time.