Introduction

Managing business operations is the most important aspect of a business. Companies must be able to handle their business operations in a certain way which would help the company to effectively grow their business in a competitive environment. The hospitality industry is service-oriented and hence it is important that in a service-oriented industry business operations are properly handled (Slack et al., 2010). The given case study of G’Day Cuisines is an appropriate case to effectively analyze the impact of business operations on consumers. It is important to mention that business operations need to work effectively to grow and develop the business. The present case study sets up a perfect platform where the different ideas and business operations adopted by G’Day Cuisines could be analyzed to suggest recommendations for the business. On the other hand, there would be a separate section to provide suggestions to the company to effectively run their delivery and the overall operation of the business.

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1. Analysis of the business operation

The company G’Day Cuisines has faced serious trouble handling consumers and there are a certain number of consumers that have forced the restaurant to change the operation of the business which will help to develop and maintain proper customer service and which will also ensure success in the business. G’Day has faced service troubles since the patrons take a lot of time to settle themselves in the restaurant leading to a waste of time which the organization had to reduce to a large extent to improve the time taken for service. For the hospitality industry time is an extremely crucial factor. It has to be always managed properly to give the best possible services to the consumers and hence G’Day Cuisines had to come out with certain plans that can reduce the waste of valuable time as well as waste of valuable leads (Fitzsimmons & Fitzsimmons, 2013). In the case study, it is clearly shown that the company loses customers in rush hours as patrons sitting in the restaurants tend to take up a lot of time to place orders and hence delivery of orders also takes time which is not favorable in the rush hours. The company did take steps that would help the operation of the business in the rush hours. The integration of technology in the business has been very effective for many organizations so, even in this case technology came to the rescue of the company.

The technological implementation within the business operations could be referred to as a smart move for the company since technology is key to success in the present-day market. The company has made a good move with the online booking system since most consumers nowadays prefer it online, the patrons who visit G’Day Cuisines are mostly youths and normally hang out, chat, and love fun while they have their food which is a serious time killer for the organization as well as it affects the profitability of the business and hence emphasizing on the online operation is a very good move for the company. In the recent past, the Internet has had a huge impact on the operations of the hospitality industry. It is important to understand that G’Day Cuisines has a website and a website is not a mere online representation of the business (Stevenson & Sum, 2009). Yes, its primary goal is to represent the business on the internet but it does a lot of effective tasks apart from marketing.

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As given in the case study G’Day Cuisines has used its website to good effect. The company has integrated the option of choosing and booking food orders online which would help the company to effectively understand and arrange food orders according to the taste and preference of the customers. It saves time for the company as well as the consumers since they don’t have to order food in the restaurant and this has helped the company to save that extra time which would have gone for food ordering. At the same time, the company has created a portal where patrons could create a group and order their food accordingly (Walker & Walker, 2012). This has helped the company to allow the consumers to choose their foods according to their wish from the wide array of food products as well as keep everyone’s views intact in the orders which if done in the outlet takes a lot of time and reduces the profitability of the company. The website also has a link where the patrons could pay their share of the money that lubricates the overall operation of the restaurant leading to lesser mistakes and greater profit opportunities. Since most of the visitors in the restaurant are youth, they always look for affordable food and in this case, the company has implemented a smart move in the form of a discount when the food is pre-ordered through the portal (Hill & Hill, 2012). This encouraged a lot of youths to go for the deal-making operation of the business smoothly and hassle-free. To see everything goes in a synchronized manner the company has levied a surcharge for patrons coming late. This is likely to reduce the no. of latecomers and will ensure regular and timely footfalls in the restaurant. The takeaway options for the consumers also contribute to a large extent to the development of operations in the restaurant (Chon & Yu, 2012).

The movement made by the company to perform their regular duties in the restaurant is effective. The incorporation of technology in the business is likely to ensure greater efficacy in operations and higher profitability as most of the consumers coming into the restaurants are tech savvy as most of them are youths also its discount option is effective in driving online traffic which reduces the chaos in the restaurant and helps to run the operation smoothly by addressing the rush during different hours. It has to be mentioned that even though these movements could be of help to the company it also brings certain risks which need to be eliminated for success (Han & Ryu, 2009).

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• In technology, the threat of glitches is always there and hence it is important to see how the problem of technical glitches is solved. In cases of technical glitches if the order is not placed or wrongly placed it has to be ensured that the customer gets an auto call saying that there were some problems with the operation of the service so that he is aware of the problem. On the other hand there should be a substitute option for placing the orders for example a dedicated console where only telephonic orders would be booked and once the booking is complete an automatic push message with a mobile banking facility could be given to the customer to make the payment (Kwortnik & Thompson, 2009).
• The company could come up with special dishes which are only offered to consumers ordering online and the prices for new dishes could be kept low to affordable to see the popularity of the dish.
• Another new concept could be implemented within the operation that will help in reducing the seat occupation by the consumers. They should be informed about the added five percent discount which is there for them to get if they have their food and make way for the other persons to use the service. The message will have to place in a very polite and very appealing way that the consumers understand and can avail of that extra five percent discount. This is likely to work in a 60%-40% ratio in favor of the recommendation but it could be an effective implementation for the operation (Koontz, 2010).

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2. Recommendations on delivery options

The delivery options of the business are effective but there is always room for improvement and hence it could be improved to provide better services to the consumers. G’Day Restaurant has shop and take-away delivery options which is good for consumers willing to sit and have their meals and who want them packed quickly may be on the way to their office or somewhere else, but the home delivery option has not yet been slept over by the company which is a bigger avenue to increase their profitability. The home delivery option will encourage more consumers to buy it online as they are sure to get the food at their doorstep. The option of home delivery is an extremely effective option that has helped many restaurants allowing them to increase their profitability. A free home delivery option will be of huge help. The concept of quick in-house delivery will also be effective for consumers ordering online (Thompson, 2010). This kind of delivery could be called “instant delivery” but the order will have to be booked at least fifteen minutes before the arrival of the patrons.

Delivery or service style is an important part of the delivery system. The integration of different delivery systems like French Style, British Style, and Russian Style would attract a lot of consumers in the shop as well as show the diversity in the delivery system of the business which will help to be creative in the operation of the business and finally, the self-delivery or service system is a new concept that is coming up where consumers could serve their food by themselves that could be adapted to make the consumers feel comfortable. Separate areas could be allotted to the above-mentioned delivery system which will help to simplify the operation and the delivery system (Slack et al., 2009).

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Conclusion

The present study tried to discuss and analyze the operation and delivery options of the restaurant G’Day Cuisines which has implemented a new form of online food ordering system on its website. The operation of the company is analyzed and its impact has been demystified and relevant suggestions have been given to complete the study successfully. Overall it could be said that the study has been successful as it has been able to discuss the aspects of operations and information which are needed for proper management of the operation.

References

Chon, K. S., & Yu, L. (2012). The international hospitality business: Management and operations. Routledge.

Fitzsimmons, J., & Fitzsimmons, M. (2013). Service management: Operations, strategy, information technology. McGraw-Hill Higher Education.

Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.

Hill, A., & Hill, T. (2012). Operations management. Palgrave Macmillan.

Koontz, H. (2010). Essentials of management. Tata McGraw-Hill Education.

Kwortnik, R. J., & Thompson, G. M. (2009). Unifying service marketing and operations with service experience management. Journal of Service Research, 11(4), 389-406.

Slack, N., Chambers, S., & Johnston, R. (2009). Operations and process management: principles and practice for strategic impact. Pearson Education.

Slack, N., Chambers, S., & Johnston, R. (2010). Operations management. Pearson education.

Stevenson, W. J., & Sum, C. C. (2009). Operations management (Vol. 8). Boston, MA: McGraw-Hill/Irwin.

Thompson, G. M. (2010). Restaurant Profitability Management The Evolution of Restaurant Revenue Management. Cornell Hospitality Quarterly, 51(3), 308-322.

Walker, J. R. (2013). The restaurant: from concept to operation. Wiley Global Education.

Walker, J. R., & Walker, J. T. (2012). Introduction to hospitality management. Pearson Higher Ed.