Project a “better version” of the cups coffee subject service operation management

THE UNIVERSITY OF DA NANG UNIVERSITY OF ECONOMICS 🙠🙠🕮🙢🙢 PROJECT: A “BETTER VERSION” OF THE CUPS COFFEE Subject: SERVICE OPERATION MANAGEMENT Teacher: Nguyen Thi Ngoc Ly Class: 46K23.1 Student: Vo Le Nhu Minh Doan Gia Han Dao Thi Thu Phuong Lam Thi Thu Phuong Tang Thi Giang Nguyen Thi Hong Oanh Da Nang, 7th May, 2022 MỤC LỤC Overview of The Cups Coffee 1.1 Introduction to the business 1.2 Target market 1.3 Target customers 1.4 Define the services that enterprises provide Service spectrum 2.1 Primary core services 2.2 Secondary core service 2.3 Auxiliary services 2.4 Add or eliminate some services (if any) to improve the quality of services Customer flows 3.1 Present customer flows 3.2 Proposed customer flows 11 Physical environment 12 4.1 Old version 12 4.1.1 Ambient conditions 12 4.1.2 Facilities 13 4.1.3 Layout 15 4.2 Facilities assessment 22 4.3 Suggest a “new version” 29 Human resource management 30 Overview of The Cups Coffee 1.1 Introduction to the business The Cups Coffee is the first coffee shop branded coffee chain of Da Nang people invested, built and managed by Vietart F&B Co., Ltd on a large scale including establishments The first facility was built at the end of 2018 on Le Duan Street, followed by in 2019 the business expanded to more locations on Nguyen Van Linh Street, September Street and Nguyen Van Thoai Street This is a food service business with the main mission of constantly striving and perfecting to elevate the coffee industry in Da Nang, proudly reaching further on the world map The design is modern, simple and sophisticated with mainly wooden furniture, harmoniously combined colors to create a cozy and luxurious space The Cups Coffee at 233 Nguyen Van Thoai is one of four stores in Da Nang This place has an area of 80m2 under the management of 13 employees including managers, full-time employees and part-time employees The Cups Coffee provides the core service of food service This service was formed to serve The Cups Coffee's customers with cups of coffee with strong flavor of pure roasted coffee, giving customers a new experience but still close and keeping the values local culture The Cups Coffee always wants to bring value to customers by taking customers' emotions as the driving force for development, in order to this, The Cups Coffee staff always welcome and serve customers in a friendly manner enthusiastic, thoughtful manner while taking care of the space as well as quality drinks In addition, The Cups Coffee also focuses on the service process, each cup of coffee delivered to the customer is the result of a rigorous working process from the careful selection of ingredients to the roasting process at the factory and prepare directly at the counter, the special thing is that customers can directly observe this process The Cups Coffee is not only a place to bring special coffee flavor but also a place to bring relaxation to customers 1.2 Target market The Cups Coffee is one of the rare coffee chains and it is the first to be founded and branded by Da Nang people The target market that this coffee chain aims to first is the Da Nang market These coffee shops are located in very expensive streets, crowded, fun, and bustling as Nguyen Van Thoai 1.3 Target customers The Cups Coffee is commonly known as a coffee shop The target customers that this chain of stores targets are first and foremost young people Or more specifically, it is the customer who needs to find inspiration to work and where to meet the work (such as Freelancer or office workers) More than that, it's dating The proof is that when entering The Cups Coffee, it will not be difficult to observe many customers drinking coffee while working Even the space that this coffee shop design is very modern and sophisticated This trait is very suitable for the younger generation who are of working age Most of the customers are between the ages of 24 and 35 They prefer space that is airy enough, wide, and the sound environment is not too noisy so that they can work in the most focused way They still like comfortable seating, more light, power outlets, 1.4 Define the services that enterprises provide First of all, we should learn the definition of the service: “A service is a process consisting of a series of more or less intangible activities that normally, but not necessarily always, take place in interactions between the customer and service employees and/or physical resources or goods and/or systems of the service providers, which are provided as solutions to customer problems.” Gronroos (2000) At The Cups Coffee, the services that this business provides to customers will be divided into the following categories: - Core products and services: + Core products and services: is a service that satisfies the main needs of customers, is the main reason for customers to buy services Contact The Cups Coffee, the core service of this store is to serve drinks to customers (including coffee and other drinks) through the core product is coffee and the ingredients are other drinks + Sub-core products and services: is a service that satisfies the secondary needs of customers Like The Cups Coffee, this business serves food like pastries to customers - Additional products and services: are secondary services, provided to customers to satisfy non-mandatory needs such as basic services but still must have In contact with The Cups Coffee, this service is shown in the following services: + Customer service: Customer service is all the support activities that businesses provide to customers both before, during and after purchasing products or using business services to help customers get the best shopping experience Contacting The Cups Coffee, this coffee shop also focuses on providing this service to customers for example, replying to messages via fanpage, Provide information to customers about the store When customers call the menu and ask questions about the drink, the consultant is quite enthusiastic, Also typically when our team comes and asks the staff to take a photo, the staff will coordinate all the way + Payment service: Payment service is the bank providing the means of payment and making payment transactions to customers The Cups Coffee has both cash payment services and credit card and bank card payments, Service spectrum Through the business survey, we found that The Cups Coffee possesses a broad and diverse service spectrum, including many services that can relatively fully satisfy the needs and increase the quality of customer experience As well as many other service businesses, The Cups Coffee’s service spectrum is divided into four types: primary core services, secondary core services, auxiliary services and component services 2.1 Primary core services - 1st product line: Traditional coffee + Black coffee (hot/cold) + Milk coffee (hot/cold) + White coffee (“Bạc xỉu”) (hot/cold) - 2nd product line: Italian style coffee + Espresso (hot/cold) + Americano (hot/cold) + Cappuccino (hot/cold) + Latte (hot/cold) + Caramel macchiato (hot/cold) - 3rd product line: Frappe drinks + Caramel coffee frappe + Matcha frappe + Chocolate frappe + Coconut coffee frappe - 4th product line: Tea + Golden lotus seed tea + Lime tea + Lychee rose tea + Peach tea mania + Oolong tea with white pearl - 5th product line: Hot tea + Ginger Chamomile Tea + Jujube Rose Tea - 6th product line: Milk tea + Bubble Tea + Thai Green Bubble Tea + Chocolate Bubble Tea + Taro Bubble Tea + Caramel Cookie Milk Tea + Brown Sugar Deerioca and Fresh Milk + Special Milk Tea + Special Thai Green Milk Tea + Special Chocolate Milk Tea + Special Taro Milk Tea - 7th product line: Special coffee + Cold brew coffee + Salted caramel coffee + Almond latte + Egg coffee + Egg cocoa - 8th product line: Vitamin Mix + Spinach, Pineapple, Apple, Mango, Milk + Pineapple, Apple, Mango, Milk + Mix Berries, Milk - 9th product line: Other drinks + Blueberry/Passionfruit/Raspberry soda + Hot chocolate with almond + Blueberry/Raspberry/Passion Fruit yogurts 2.2 Secondary core service The Cups Coffee also provides: - “Banh mi”, including four variations: + “Banh mi” with grilled meat + “Banh mi” with shredded chicken meat + “Banh mi” with BBQ meat and pork bologna + “Banh mi” with Vietnamese meatball - Roasted coffee pack includes two product lines: + Strong Blend (200gr/500gr/1kg) + High Aroma Blend (200gr/500gr/1kg) - Many types of pastry Picture 2.1 The Cups Coffee’s menu 2.3 Auxiliary services - Ordering through apps: Grab Food, ShopeeFood, Baemin - Payment by credit card or debit card - Free WiFi network - Free parking - Toilets for Men and Women Besides, The Cups Coffee also has some component services such as welcome and check customer information, security service, and recommending suitable drinks for each customer 2.4 Add or eliminate some services (if any) to improve the quality of services Adding points card service When the business adds this service, customers will be able to accumulate points and convert that point into money.From there they will save a large amount of money for the next use In addition, this service is motivating, motivate customers to use food and other services at the business Mechanism of action: Customers come to the business and buy services (e.g order a cup of coffee) The customer will receive a point on the business's sales system For every 10 points, customers will be given a glass of buffet water worth less than 50 thousand Adding a roof so that customers can safely enjoy the drink at the store without worrying Mechanism of operation: customers come to the business to drink water and use the free parking service The customer's car will be put into the shade of the sun curtains instead of the outside and directly exposed to the sun Adding services to sell heat-retaining cups, glass cups branded The Cups Coffee This helps customers have a more favorable view of the business and help the name of the brand become more popular This can be considered as a secondary core service of the business Customers can use this service even when using or not using the main core service Customer flows 3.1 Present customer flows The Cups Coffee has 03 working shifts a day: Morning shift (7a.m – 12p.m), Afternoon shift (12p.m – 5p.m), Evening shift (5p.m – 10p.m) Each shift will include 04 staff: 01 cashier, 01 bartender, and 02 waiters Each employee's specific tasks in a shift include: Staff Quantity Job description Cashier 01 After receiving the order from the guest, the cashier will confirm the information, print the bill, and give the bill to the customer for payment, along with transferring the bill to the bartender Finally, bring the self-service vibrating card to the counter for guests Bartender 01 Prepare water according to the customer's request Waiter 02 Take care of guests One staff is responsible for bringing drinks to the counter and pressing the system so that guests are notified when they receive drinks (standing area: the counter) Take care of guests One staff cleans the table after guests leave (standing area: the entrance) Table 3.1 Job description of The Cups Coffee’s staff in a shift As a result of the previous, we have a process flow diagram of The Cups Coffee: Picture 3.1 Process flow diagram of The Cups Coffee According to the flowchart above, there are 04 key actions that take the following amount of time to complete: Activity Description Cycle time CT (s) Receive order and payment 160 Prepare drink 180 Bring drink to the counter and press the vibrating card 40 system Clean 60 Picture 3.2 License renewal process times at The Cups Coffee As a result, the flow diagram for the current process is as follows: Picture 3.2 Present process flow diagrams of The Cups Coffee Flow diagram for the current layout (image 3.2), which identifies the bottleneck operation as activity (prepare drinks) with CT = 300s, limiting the current production capacity of the system to 12 items/hour 10 Picture 4.4 Group checked in at The Cups Coffee When coming to The Cups Coffee, customers can see that the parking lot outside the shop is located on the sidewalk and alternating parking positions are areca rows to help shade the sun during the day Outside the restaurant is a row of neatly arranged tables and chairs for guests who like the outside space and mainly guests who come in the morning to have breakfast The outside of the shop is decorated in a minimalist style and interspersed with large bushes, helping to create a comfortable feeling for guests 16 Picture 4.5 The outdoor area The Cups Coffee has entrances The main entrance faces towards the intersection between Nguyen Van Thoai and Tran Bach Dang streets, so it is easy to see The other entrance faces Tran Bach Dang street and is convenient for guests to come to The Cups coffee by motorbike Picture 4.6 The parking lot of The Cups Coffee 17 Picture 4.7 The entrance of The Cups Coffee In front of the main entrance is the menu of The Cups Coffee After entering The Cups Coffee by the main entrance, customers will immediately see a counter displaying accompanying items such as coffee bags, cups, thermos bottles Picture 4.8 The counter of The Cups Coffee After that is the drink ordering and payment area The area for preparing and receiving drinks is also integrated here At the order counter, The cups coffee puts the menu on the table and on the wall to make it easy for guests to order the room when there are too many guests Right to the right of the order counter is arranged a cabinet for cakes, on the opposite side is a counter for drinks Near the drink counter, there are 18 shelves and cabinets to store the necessary items during the use of the service here such as tissues, straws, etc Beverage dispensing machinery and equipment are also located at the order counter so that customers can observe the process of creating beverage products Picture 4.9 The ordering counter The entrance to the restroom is located opposite the side entrance of The Cups Coffee This area is divided into separate rooms for women, men and staff, outside is a large mirror with sinks and hand drying equipment 19 20 Picture 4.10 Restroom area The space in the restaurant is divided into many areas and tables and chairs of various sizes are arranged reasonably The Cups Coffee has maximized the space to serve guests in peak seasons 21 Picture 4.11 The indoor area 4.2 Facilities assessment The facilities of The Cups Coffee are arranged according to the sequence of stages in the customer service process: Customer → Service counter → Delivery Counters 22 Parking Enjoying area Ordering and preparing area Storehouse lot Flexibility Relatively Self- WC service Indoor Frontage Outdoor Ordering Dispensing Cookie area area area counter counter counter Relativel Easy to Easy to Easy to Relatively Easy to Hard to Easy to Hard to change hard to y hard to change change change hard to change change the change the location change change layout, (quantity and type of tables) change location but but we interior decoration we can expansion or concept change the modification arrangement can of furniture in there 25 Cooperati Slightly Very Very Very Very on cooperativ cooperati cooperative cooperative cooperative bet.dep e ve Very Very Extremely Quite Slightly cooperative cooperative cooperative cooperative cooperative (with (with (with (with dispensing ordering ordering dispensing and cookies and cookies and counter) counter) counter) dispensing counter) Accessibil Easy to Easy to Easy to Easy to Easy to Hard for Stunning Very hard for Very easy Very easy to ity access access and access access customers and easy to customers to access to access access access access stunning to access 26 Field of Not limit Not limit Not limit Not limit Not limit vision Not limit Attracting Limit Not limit Limited when visibility in viewed from the cake ordering and display area dispensing areas Use of Maximize Maximize Maximized, Maximized Maximized space d d, but still but still , but still but still ensured ensured ensured spaciousn spaciousnes spaciousne spaciousness ess and s and ss and and comfort comfort comfort comfort Convenient Convenient Convenient Movemen Convenien Convenie t distance t nt ensured Maximized Maximized Convenient Convenient Maximized Convenient Maximized Maximized, Convenient Convenient, spacious 27 Comfort Relatively Very comfortabl comforta Safety e ble Relatively Very safe Very Very comfortable Very safe Very Very comfortabl comfortable comfortabl comfortable comfortable comfortabl comfortable e e Very safe safe (1 (1 security security guard) Relatively Very Very Very e Very safe Relatively Very safe Quite safe Very safe Very safe Good Good Good Good safe guard) Security Good Good Good Good Good Good 28 4.3 Suggest a “new version” Picture 4.12 The old version of The Cups Coffee The shop is towards a cozy space and has a luxurious concept With an overview of the entire region as above, we have suggestions to change a few points to have a better version for customers Firstly, inside the space of the restaurant, we noticed the inconvenience of light The Cups Coffee uses color and light in harmony to highlight their coziness However, the inconvenience here is that the lighting is not guaranteed to affect the customer's experience with The cups coffee, especially for the group of customers who come here for the purpose of learning So we recommend investing in upgrading the lighting system to enhance their experience Secondly, currently customers coming to The Cups coffee are mostly students and this trend is increasing gradually The demand for group learning has increased, but the tables and chairs at The Cups coffee are not enough to meet the learning needs of this group of customers Specifically, in the old version, there was only large table to 29 use Therefore, we suggest that The Cups coffee should divide the area, change and rearrange the tables and chairs reasonably Besides, most of the desks here are quite small in size, which is quite inconvenient for guests to work and study individually Businesses can consider replacing tables and chairs to better suit the needs of customers Picture 4.13 The new version of The Cups Coffee Human resource management Different from the service style of traditional coffee shops, The Cups Coffee chooses a modern service style through the installation of self-service equipment in the entire system This helps to make customer service continuous because staff only need to stand at the counter without having to go to each table to ask what customers want to drink Employees save time and energy to focus on making drinks Therefore, The Cups Coffee only needs to employees in each shift, minimizing the number of employees in the shift - Tasks of staff in the shift: The number of employees in each shift is small, so there is a rotation of duties between employees Each shift will include main 30 barista, and 1-2 waiters At a busy time, all staff can work together to make drinks to shorten the waiting time of guests, or all staff to clean up if the work is overloaded In the absence of guests, they will take turns in charge of the tasks themselves Such a rotation of tasks helps to limit employee boredom, when only repeating a job, and avoids being passive in personnel arrangement when an employee leaves unexpectedly However, this leads to the inability to ensure uniformity of quality when providing products to customers - Employee Requirements: This is a job posting from The Cups Coffee Based on this, we can see the requirements of the business for each employee, and attitude is the most important thing 31 - Employee training: After completing the interview and selecting the right employee, The Cups Coffee requires employees to learn sessions and start a probationary period During the apprenticeship sessions, employees learn skills to prepare all drinks of the business, tasks to be done, location, equipment Before and after each shift, the store manager will advise and remind the employees about the requirements and mistakes that the employees make… However, one limitation that the team has seen at The Cups Coffee is that the attitude of the staff is not really good: there are incorrect expressions for customers who use the service for more than hours This needs the store manager to follow up and remind the staff so that they won't it the next time, because this is taboo in the service industry 32 ... have a process flow diagram of The Cups Coffee: Picture 3.1 Process flow diagram of The Cups Coffee According to the flowchart above, there are 04 key actions that take the following amount of. .. swiping machine 14 Picture 4.3 Facilities of The Cups Coffee The Cups Coffee is both a "glass cabinet" and a "factory" when the business space is both a place to display material and immaterial aspects... staff will coordinate all the way + Payment service: Payment service is the bank providing the means of payment and making payment transactions to customers The Cups Coffee has both cash payment