Final assessment: analyze a service business you use with RATER, the 4-Gap model, and a service measurement method, then propose a product/process/people innovation and give leadership advice grounded in servant leadership.
Description of the service and overall assessment
I love breakfast places. I seek them out for a morning time away with a good breakfast, great and appropriate service, and a good book (which I bring). There are a few of these in Winter Garden that I have visited. The one that I've recently taken to is found less than a mile from my house and it is perfect for me.
Eggs Up Grill in Winter Garden is a newer establishment (of maybe 2 years) in a strip mall. It isn't that appealing on the outside, and I think that's the reason I've avoided it. There are more quaint breakfast places in my 5-mile radius. It is a diner of old with modern touches, friendly and appropriate service, and good food. I have been there many times recently and will continue to go (I'm going there tomorrow, in fact).
Mainly the diner does all it needs to do to give good service in its proper scope. It delivers what it promises through its atmosphere, pricing, and food. It is no-frills, simple and plain, and that is good enough. I do have some nit-picks and a suggestion or two, but overall, I like this place a lot.
RATER attributes
Eggs Up does give good service according to this RATER scale. It is reliable in all aspects: atmosphere, food quality, and table service. I haven't gotten a wrong order; I haven't been ignored, and I haven't been bothered too much.
The servers are ordinary people dressed in maybe a company t-shirt and an apron with jeans. They bring assurance in what they are set to deliver: a good meal in a good place. The servers are knowledgeable about the menu and about the process by which they get a person's order, deliver it, and then settle the bill. They are friendly, but I believe they realize people come in the quiet of the morning to eat and be alone or to talk with a friend so they stay out of the way. I see that they're mostly attentive to the guests at the table and those coming in to be seated. They are pleasant.
The entire operation, the physical interior, the food, and the menu is exactly as it should be. Tangibles can really contribute to the service experience, and this restaurant provides the perfect set. There's nothing too frilly or full-service; there's nothing pretentious about this place. I do see some gaps in the communication of placing orders to go and getting those orders, so I think that can be improved.
I mentioned this above but want to clarify it here. The servers show empathy by being mostly appropriate to the setting, and their attention is on their guests in a casual and non-bothersome way. I've watched them as they look out over their guests and make sure food is there, their coffee is topped off, and they are looking for the bill. They seem to have little or no drama between them, and the conversation between employees is appropriate in terms of content and internal interactions.
The servers and the manager, someone I've seen every time I've been there, are mostly responsive towards their guests. Again, I described this above. There's one thing lacking here that I might suggest a change. There isn't anyone at the front door greeting guests as they come in. I noticed one person standing by the door for a few minutes and was worried the servers didn't see him. Turns out they did (he was waiting for a to-go order) but there wasn't anyone to engage with him. More on this later.
The servers bring their A-RATER game to this; they know exactly where they are and mostly communicate that to guests. I think they understand their standards around each of the RATER elements, and they show that to the guests. It is clear, from the moment I enter, what the specific RATER attributes of this business will be given to me. I accept it and have a great experience within that.
Here would be my 10-point scale for this restaurant:
| Attribute | Score |
|---|---|
| Reliability | 10 |
| Assurance | 9 |
| Tangibles | 10 |
| Empathy | 8 |
| Responsiveness | 8 |
Inclusion of GAPS
Principle 1: Knowing what the customer expects
Eggs Up Grill is a diner. Diners are mostly informal places, and customers really know what to expect from such an establishment. So, I think there isn't much gap between the perception and expectation in this business. Since the business does not communicate anything different, any guest using this service knows what they are going to get. The customer's expectation is set upon entering and viewing the business, the prices, and the people.
That said, they do not do any surveys of any kind. Even in a place that has a common set of expectations, I would expect there to be some customer-expectation gathering. Managers don't interact with the guests in this way, and I haven't seen much interaction about improvements between managers and the staff. But again, my expectation is set so I know what to do and what I'll get here.
Principle 2: Service quality specs in place
From my perspective I do not see how the managers are committed to the service they provide by offering up a vision and mission to their staff. I do see managers interact with staff and some guests, but I don't see their realistic goals based on customer expectations. I assume there's something in place.
Are guests supposed to see that?
Principle 3: Delivering service
All I see is the staff delivering the service, and I do see them delivering service well. Servers know how to operate the hand-held POS system for entering orders and settling up the bill. They might struggle a bit with the procedure getting to-go orders to guests in a timely and efficient manner. The one guest standing at the door for a long time, mentioned above, was left alone while he was waiting. I would find an opportunity here to create a "wow" service event in some way (see below).
I did not see or experience a time where they did not deliver the service they promised. Since I've been there many times, I will have to conclude they do deliver the promised service most of the time.
Principle 4: Clearly and accurately communicate the service
In a low-key environment like a diner, where the service is the same here as diners across the country, I think Eggs Up Grill clearly communicates their service promise to guests. I do think there's an opportunity to communicate a bit clearer how this diner is different than other diners around the city. Their casual attitude suggests this is a diner, nothing more. Something more could be done here.
Leadership advice
Within the framework of the Gap theory, I'll make my suggestions to leaders about how they can improve their service.
When guests come in the door they should be greeted in the first few seconds. I know servers are also the greeters, but that shouldn't be the case. Maybe on slower days you can ask a server to do both, but there really should be someone there all the time. Eggs Up Grill should deliver the service they promise even at the door. A diner is known for its community, so the entrance is a good place.
Finally, the leadership should do some guest surveys. I'm surprised there isn't an attempt to do so. When I go there tomorrow, I'll watch for this kind of thing. The manager, who's on the floor, should visit the tables and ask how things are going and then offer a survey. Paper surveys are quick, can be done while at the table, and can be collected and processed quickly. I'd suggest that.
An innovation
As a diner, they could do something to elevate the diner experience and give them more than they expect. While they do a great job of staying out of people's way who want a quiet breakfast, they should offer some appropriate WOW service. A free coffee, a free pastry or seasonal item. Maybe a small plate of fresh fruit. That kind of service is not common in diners.
For guests who do order to-go and are waiting at the door, they should be welcomed in to sit at the counter with a cup of coffee or soda while waiting. Guests shouldn't be left alone by the door. Even if a server did communicate with them about their order, that guest shouldn't then be left alone. It made me uneasy seeing the guy standing there, arms folded. Eggs Up should invite the guest to sit down and give him some attention. Most people will stare at their phones; give them a place to do so while waiting that is inviting.
Leadership to their staff
Leaders should continually remind staff of the service they are here to deliver. This can be done as a routine so it becomes a natural part of the day and so it keeps the ideas in the minds of the staff.
Leaders can also empower their staff to find those moments of wow service. Give them the ability to make things right with a free item along with an apology. Give the staff the freedom to let managers know when something is wrong. I think no matter the size of operation or level of expected service provided, staff members should be empowered to give the best service possible.
I would suggest to the leaders they can empower staff by letting them know they are empowered and then praising the wow service delivered by a staff member that goes above and beyond. As a leader you must jump on the first bold move made by someone. Even if the bold move was not what you expected and may cost you more, you have to show the rest of the staff you mean it when they are empowered.
Conclusion
As a student of HFT 3450, I have learned to better see the service and the gaps in service after being part of this class. The GAP theory and the RATER models give me insight into what is great about the service a business provides, but also it helps me give reasons why I feel and see something lacking. By linking part of one of these frameworks and an example, I can give weight to my thoughts about an area that can be improved.
Eggs Up Grill does a lot right. They give their customers what is expected and that makes for a pleasant experience.