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Homework answers / question archive / Winter 2021 MKTG 150 Restaurante de l’Arrogance A young couple takes their elderly uncleout for dinner to celebrate his 80th birthday

Winter 2021 MKTG 150 Restaurante de l’Arrogance A young couple takes their elderly uncleout for dinner to celebrate his 80th birthday

Marketing

Winter 2021 MKTG 150

Restaurante de l’Arrogance

A young couple takes their elderly uncleout for dinner to celebrate his 80th birthday.  They choose an upscale fine dining establishment featuring traditional European cuisine.

Here is their story:

Upon entering the lobby of the restaurant they encounter a receptionist in a heated discussion with another employee. Neither of the employees appeared to notice their arrival and the 3 guests were left to stand and wait. 

It is winter and after a couple of minutes they start to feel uncomfortable in their winter clothing so they remove their coats.  There doesn’t appear to be anywhere to put them so they must hold on to them. 

The receptionist finally notices them and says “Hi folks, I’ll be right with you” and then goes back to her conversation.

Eventually the Maitre‘d arrives, checks their reservations and then starts to lead them to a table.  Along the way they pass a coatroom and the young woman asks if it would be OK to hang their coats there.  “Sure thing, go right ahead” says the Maitre’d.

Later when they are seated at their table a drinks waiter approaches to take their order.  The lady says she would like to have a glass of wine later with her meal, the young man orders a domestic beer and their uncle orders a Scotch on the rocks.

The food waiter then appears, introduces himself, gives them each a menu, explains the specials of the day, and leaves. 

After about 10 minutes the drinks arrive. The uncle notices that there isn’t any ice (rocks) for his drink and after a minute or so mentions this to his nephew.  His nephew then looks to call the waiter over but his uncle stops him and says “it’s OK, don’t worry about it, I don’t want to make a fuss I just want to enjoy my birthday.”  His nephew reluctantly accedes to his wishes and lets it go.

The food waiter then returns to take their order.  When it is the uncle’s turn he orders a steak.  The waiter then asks him how he would like it cooked and the uncle replies ‘medium well’.  The waiter looks at the old man with disdain and says “sir, nobody orders our steaks ‘medium well’, I suggest you have it ‘rare’ or ‘medium rare.”

At this point the nephew comes to the support of his uncle and says “yes, but he enjoys his steak cooked ‘medium well’ and that’s how he would like it.”  The waiter responds “in this restaurant we never serve our steaks done ‘medium well’, I will have to speak to the chef about this.”  

After about 10 minutes the chef appears looking somewhat agitated and asks “who ordered one of my steaks cooked ‘medium well’?  The elderly gentleman replies “I did sir.”  At that point the chef starts lecturing him saying that he has trained under some of the best chefs in the world and worked in Europe’s finest restaurants and that nobody orders a steak cooked ‘medium well’ in his restaurant.

At this point the nephew tells the chef “sir we have brought my uncle to your establishment to celebrate his 80th birthday thinking we would get the finest of food and the best of service.  During his life my uncle has travelled all over the world and I assure you that he has eaten in restaurants that even you would be impressed by.  He prefers his steak cooked ‘medium well’ and that is how we expect you to prepare it for him.”  With that the chef turned on his heel and left.

A few minutes later the waiter arrived with the orders for the nephew and his wife and then informed the uncle that because he wanted his steak ‘medium well’ it would take a few minutes longer to cook.  The nephew asked the waiter to return his and his wife’s meal to the kitchen and only bring it back when the uncle’s meal was ready so that they could eat together.  After an uncomfortable 5 minute wait all of the food arrived at the table.

A minute after that the nephew said to his wife “I thought you ordered a glass of wine with your meal”.  She said “yes I did, but the waiter seems to have forgotten and so I have changed my mind, I don’t want any more trouble.”

When the first course was finished the plates were removed and the waiter returned with the dessert menus. The nephew looked at his wife and his uncle who both shook their heads ‘no’ and then he told the waiter that they no longer wished to have dessert and could he just bring the bill.

After several minutes the bill arrived, the young man paid without leaving a tip and they left the restaurant never to return again.

Note: As people age their taste buds change and with that their food preferences often change as well.  For example, it is very common for older people to prefer their meat cooked medium well or even well done even if in their youth they may have preferred it rare or medium rare.

Assignment

Using the Blueprint templates attached or by making your own, please recreate the restaurant experience you have just read about as far down as the Line of Visibility and identify any unnecessary Wait point with a ‘W’ and every Fail point with ‘F’.  Label them W1, W2, W3, or F1, F2, F3 etc.  Be sure to consult your text to ensure you understand exactly was Wait and Fail points really are. 

On the last page (included below) explain each of the W and F points you have identified if they were due to how the process was designed and then describe how you would re-design it to eliminate W’s and F’s.  Or, describe what People changes you would make to ensure that none of the W’s and F’s that you identified ever happened again. 

You will find pages 242 – 243 as well as pages 248 – 249 in your text helpful.

 

Blueprint

 

Time Line -à

Front Stage

 

 

 

 

 

 

 

Line of Interaction

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Line of Visibility

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Time Line -à

Front Stage

 

 

 

 

 

 

 

Line of Interaction

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Line of Visibility

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Please explain below what went wrong with each of the W and F points you identified.  If they were due to how the process was designed describe how you would re-design the process to eliminate them.  Or, if they were not the result of a flaw in the design of the process describe what People changes you would make to ensure that none of the W’s and F’s you identified ever happened again. 

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