Kentucky Fried Chicken

Presented byGroup 1

Physical evidence

Logo of the founder with his signature string tie with a red apron.

The apron symbolizes the home-style culinary heritage of the brand and reminds customers that KFC is always in the kitchen cooking delicious, high quality, freshly prepared by hand, just the way the founder did 50 years ago

The giant colonel sanders logo was build off the world’s only extraterrestrial highway. This denotes that if there are extraterrestrials, KFC wants to be their restaurant of choice.

New physical evidence features

Bright, and bold graphics on the restaurant exterior and interior that incorporate the Kentucky Fried Chicken as well as KFC, communicates a fresh sense of pride

Graphics and pub signs that showcase the company’s icons ’11 Secret Herbs and Spices ’, ‘Finger Lickin Good’, ‘Sunday Dinner, Seven Days a week’

Heroic use of the signature red colour and bold architectural way

Warm and contemporary interior designs, spacious and innovative seating help customers feel welcome and comfortable

Contd…

Thoughtful interior and exterior lighting which enhances customer experience

A digital juke box that is free of free of charge allows customer to play the music they enjoy

Service Design Elements

Delivery system – Preparation after the order is placed, uses special equipment to prepare food faster

Facility Design – warm and contemporary interior design, music inside the store, safe parking facilities

Location – multiple site location, in tier-I and tier-II cities

Capacity planning – has enough employees and kitchen tools to cook faster thus reduces waiting time for customers

Structural

Contd…

Managerial

Service encounter – All employees are trained how to respond to the customer

Quality – KFC’s enduring success is attributed to relentless focus on great taste, hygiene and quality. QC

Managing capacity and demand – They keep all the raw materials ready and not the finished goods which results in zero perishability of food and according to the order the food is cooked.

Information – Interactive relationship marketing

Generic approach to service design

It follows a production line approach because it has only few items in the menu and the degree of customization is low.

Zinger burger

Krushers

Twister

Chicken Bucket

Hot wings

Corn on the cob

Zing Kong

Snacker(chicken & veggie)

Veggie Feast Veg Finger

Snack Box

Sundae

Menu

Dimensions of Quality

Reliability – Every time the food is available, billing accuracy and items are delivered without any errors

Responsiveness – ability to accommodate any orders at any given point in time

Assurance – KFC gives the assurance that the food is hygienic, fresh

Empathy – based on the local needs it offers new dishes

Tangibles – convenience, clean ambience, good lighting and ventilation etc…

Quality service by Design

Support facility- Good ambience, toilet facilities, space convenience, proper lighting etc…

Facilitating goods – hygienic food, pure water, clean tables etc…

Explicit services – tastier foods, proactive employees, calm atmosphere, etc…

Implicit services – assurance of hygienic food, value for money, good parking facilities.

Achieving service quality

Cost of Quality

Cost category Example

Prevention Having UPS, training employees to cook well

Detection Complaint cards, appointment of representativeMarket tracker surveysChecking, balancing, verifying

Internal failure Trashed or re cooked food

External failure Preparing a new snack, Recruitment costsNegative word-of-mouth

Service quality (50 points)Service Timeattentive, energetic, warm and courteous serviceprofessional appearance, including wearing a uniform

Product quality (30 points)

Cleanliness (20 points)

Processing quality (44 points)

Facilities (16 points)

Sanitation/operations (15 points)

Critical issues Recovery

Presence of rodents, cockroaches and other insects

Replacement of food

Spoiled, reprocessed, or unapproved products being sold

Replacement of food and compensation for any medical expenses

Employees with communicable disease Punishing or firing the employee immediately after customer complaint

Service recovery

Service encounter

It is an encounter dominated by the customer service organization

- customers are presented with few standard service options from which to choose, and personalized service is not available

- impose strict operating procedures and limit the discretion of contact personnel