Performance of Burger King at Thorpe Park

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Thorpe Park is the most uniting place in UK where one can enjoy many thrilling rides. There are many rides that mainly include Roller coasters, Tidal wave, Slammer and detonator etc. Many people will have unlimited thrill, excitement and fun over there. Even it is a wonderful place for kids. They enjoy a maximum as sky is the limit. There are many food courts at Thorpe Park such as Burger King, Pizza hut etc. Burger king is the second largest food Corporation. Around 10,400 Burger king restaurants exceeding over 11,455 locations are present which is distributed over 56 countries. As per estimation, around 15.7 million customers are served per day. The famous among them is Hamburger. According to the survey done in 2010, around 2.5 billion hamburgers are sold each year. The main motto of Burger king is to satisfy all the customers at the end of the day.

Internal context of the problem in Burger king at Thorpe Park

The below are some of the internal problems that occur in Burger king at Thorpe Park:

Food wastage which includes fries, special burgers and lots of sauces.

Staff management

Non-acceptance of vouchers and annual passes.

External context of the problem in Burger king

The following are the external problems that occur in Burger king:

Overall efficiency of the management

Organisation profitability

Various efforts in cost management

No proper advertisement

Statement and analysis of the problem

The main problem with Burger king at Thorpe Park is improper maintenance of staff which includes improper time management resulting in low hours to the employees. No particular allocation of time for each employee resulting in less staff at peak times and vice versa. This can be analysed by preparing proper schedule for each staff which results in perfect managing operations of the staff. By considering all the above problems it should be analysed particularly in each section which is discussed in recommendations. It should include proper and separate maintenance of financial management. Analysis should be done in such a way that many new customers should be attracted from its competitors. There should be proper stability between the top management and hourly based employees. Analysis should also be done in case of advertisement as this is the best way to approach many customers.

The layout of Burger king at Thorpe Park:

The layout consists of large seating area which is suitable for 100 people and counter area with 14 tills and the production area with 2 drinks station, desserts, hot drinks, cooked fries, prepared burgers and wraps and refrigerator. The customer stands in a line and gives the order at one of the tills. The counter person takes the order and the kitchen staff makes the order as soon as possible. The kitchen staff after preparing the order keeps the food in food shoot of production area and the counter person takes the exact product and deliver to the customer. The food is prepared as a priority. The below is the time that the customer receives food at a particular day.

14thApril 2011

15thApril 2011

Pre-peak

1min 40 sec

1min 2 sec

peak

1min 20 sec

1min 30 sec

Post-peak

1min

58 sec

Menu of Burger king at Thorpe Park

The following is the menu which consists of burgers, kids menu, fries, drinks, desserts, hot drinks and juices:

Beef and Bacon Classics

Cheeseburger - sesame seed bun, beef patty, ketchup, pickles, melted cheese and mustard

Hamburger - sesame seed bun, beef patty, ketchup, pickles and mustard

Double cheeseburger - sesame seed bun, two flame-grilled beef patties, two melted cheese, ketchup, mustard and pickles

Whopper - Freshly toasted bun, flame-grilled beef patty, iceburg lettuce, creamy mayonnaise, ketchup, pickles, red ripe tomatoes and onions

Whopper with cheese - Freshly toasted bun, flame-grilled beef patty, iceburg lettuce, creamy mayonnaise, ketchup, pickles, onions, red ripe tomatoes and melted cheese

Double Whopper - Freshly toasted bun, two flame-grilled beef patties, iceburg lettuce, creamy mayonnaise, ketchup, pickles, red ripe tomatoes and onions

Double Whopper with cheese - Freshly toasted bun, two flame-grilled beef patties, iceburg lettuce, creamy mayonnaise, ketchup, pickles, onions, red ripe tomatoes and melted cheese

Triple Whopper - Freshly toasted bun, three flame-grilled beef patties, iceburg lettuce, creamy mayonnaise, ketchup, pickles, red ripe tomatoes and onions

Whopper Junior - Toasted sesame seed bun, flame-grilled beef patty, red ripe tomatoes, iceburg lettuce, creamy mayonnaise, ketchup, pickles and onions

Angus - Freshly toasted corn-dusted bun, flame-grilled Aberdeen angus beef patty, tangy steakhouse sauce, crisp lettuce, tomato, white onion and dollop of creamy mayonnaise

Smoked Bacon and Cheddar Angus - Lightly toasted corn-dusted bun, flame-grilled Aberdeen angus beef patty, apple-wood smoked Bacon, Irish cheddar cheese, tangy steakhouse sauce, crisp salad, tomato, white onion and creamy mayonnaise

Double Angus - Lightly toasted corn-dusted bun, two flame-grilled Aberdeen angus beef patties, tangy steakhouse sauce, crisp lettuce, tomato, white onion and creamy mayonnaise

Smoked Bacon and Cheddar Double Angus - Lightly toasted corn-dusted bun, two flame-grilled Aberdeen angus beef patties, apple-wood smoked Bacon, Irish cheddar cheese, tangy steakhouse sauce, crisp lettuce, tomato, white onion, salad and creamy mayonnaise

Bacon double cheese - one flame-grilled beef patty with melted cheese and the second flame-grilled beef patty is topped with melted cheese and bacon

XL Bacon Double cheese - one XL flame-grilled beef patty with melted cheese and the other XL flame-grilled beef patty with melted cheese topped with bacon

Chicken Classics

Chicken Royale - toasted sesame seed bun, crispy chicken, creamy mayonnaise and iceburg lettuce

Chicken Royale with cheese - toasted sesame seed bun, crispy chicken, creamy mayonnaise, cheese and iceburg lettuce

Chicken Tendercrisp Premium - corn dusted bun, crispy coating succulent chicken, tomato, mayonnaise and lettuce

Caesar Chicken Tendercrisp - corn dusted bun, crispy coating chicken breast, sweet slices of tomato, Caesar sauce and fresh lettuce

Ocean Catch - sesame seed bun, crispy fish fillet, pickles, mayonnaise and fresh lettuce

Veggie Classics

Bean Burger - sesame seed bun, veggies, tomatoes, err, ketchup, cheese and lettuce

Veggie Wrap - flour tortilla wrap, two spicy bean patties, fresh lettuce, spicy sauce, onion and tomato

Chicken Wraps

Chicken Caesar Wrap - tortilla wrap, succulent and flame-grilled chicken strips, fresh lettuce and Caesar sauce

Sweet Chilli Chicken Wrap - tortilla wrap, three char-grilled chicken strips, low fat mayo, sweet chilli sauce and lettuce

Pancakes - Regular, large

Fries - Regular, large, supersize

Onion rings - Regular, large, supersize

Kid's Menu

Kids Hamburger - sesame seed bun, flame-grilled beef patty and ketchup

Kids Cheeseburger - sesame seed bun, flame-grilled beef patty, cheese and ketchup

Kids Angus mini burger - mini buns, Angus beef and ketchup

Kids Angus mini burger with cheese - mini buns, Angus beef, ketchup and Irish cheddar cheese

Kids Chicken bites - Little bits of chicken balls

Kids Chargrilled Chicken mini burger - munchable mini buns, char-grilled chicken breast and tomato ketchup

Drinks

Coke, Diet Coke, Fanta, Sprite

Tea, Coffee, Latte, Cappuccino

Orange juice, Kids juice (Five Alive), Mineral water, Milk (Semi-skimmed)

BK Fusions

Strawberry Cheesecake - ice-cream, strawberry cheesecake and strawberry sauce

Mint Choc Swirl - ice-cream, mint chocolate and mint sauce

Chocolate Fudge - ice-cream, chocolate strips and chocolate sauce

Pancake & Ice-cream - ice-cream, pancakes and chocolate sauce

Plain Ice-cream

Recommendations:

After my in-depth research, following are the recommendations that are suggested by me to increase the efficiency and effectiveness of the organisation.

3.1 Recommendation 1:

As during the summer, most of the people will enjoy rides at Thorpe Park, they would like to have liquids and I suggest that to introduce various kinds of milkshakes such as banana, chocolate, strawberry and vanilla.

Implementation plan of recommendation 1:

Automatic milkshake machine should be implemented for the preparation of milkshakes. Milkshakes can be prepared automatically in automated milkshake machine where the pre-made milkshake mixture (milk, flavouring agent and thickening agent) is poured into particular valve in the machine at a particular temperature. Then the desired one is filled into the cup and is to be served with the ice-cream. Thus by implementing milkshakes with automatic machines, it can save time and as well as it can gain profits. Milkshakes can be of various flavours like vanilla, strawberry, banana and chocolate etc.

Data to show the expected time and cost of implementing the recommendation 1:

Estimated cost

Time taken for production

Machinery

£8400

12-20 days

Milkshake mixture (milk, flavouring and thickening agent)

£2400

3-5 days

Ice-cream

£1000

1-2 days

Icing sugar

£200

1-2 days

Total = £12000

This can be served up to 5000 customers approximately.

1 milkshake cost = £3

Investment is £12000 and the organisation after implementing this plan can get a profit of £3000 (£15000 - £12000)

3.2 Recommendation 2:

In my research I have found that lots of food wastage occurs such as sauces, fries and special orders (adding the limited salad that customer orders) takes place regularly and I recommend that to reduce the wastage of food by implementing the following plan.

Implementation plan of recommendation 2:

In my research I observed that there is lot of wastage in case of Tomato Ketchup and Mayonnaise packets. This is mainly due to the improper maintenance. This problem can be solved by implementing self service sauce vending machines. When such machines are introduced there will be no loss of Tomato Ketchup, Mayonnaise and any other sauces. This can be implemented in an easy way. Once large quantity of sauce is dumped into particular vending machine, then only the desired amount of sauce can be utilised by the customers. In case of wastage of fries, proper maintenance should be done while cooking so that they cannot be wasted. Maximum appropriate time for cooking the fries in Burger king is generally 3 minutes. If it is maintained constantly proper fries can be prepared and maximum loss can be decreased. Coming to burgers, the general burgers are not wasted all times. But when special orders of burgers are done i.e. addition or removal of different sauces and salads are seen. In such cases careful orders must be taken. This information will be delivered to the kitchen staff accurately and again remind them so that they will prepare the exact burger. Hence proper order must be taken and the exact product must be handed over to the customer in time. Before handing the burger to the customer, one of the staff should notice that whether the right order is delivering to the customer or not so that there will be no place for wrong deliveries. By implementing this method, one can decrease the wastage of food and as well as it can satisfy the customers.

3.3 Recommendation 3:

As I have found that there are more staff at kitchen and front counter (tills) even when there is no rush and less staff when required at peak times. So I recommend that to utilise the staff at appropriate times accordingly.

Implementation plan of recommendation 3:

In my research, the main fault I have found with the Burger king at Thorpe Park is there is no correct staff management. There is no proper utilisation of staff in Burger king. This can be overcome by allocating proper schedule to all employees and giving them appropriate hours. The major problem with Burger king at Thorpe Park is they won't allow the employees to clock in at a particular time. Here occurs a different scenario. All the employees need to wait for a long time at staff room to clock in. The shift manager tells the employee to clock in only when the restaurant is busy i.e. they keep waiting the employees until there are more customers which we won't see this method anywhere in UK. Instead they won't pay for waiting to the employees. This is the thing I have noticed when I spoke with all the employees in the Burger king of Thorpe Park. And even sometimes, the allocation of staff is in such a way that there comes many employees during less busy period and less staff at peak times. This major problem can be solved by preparing schedule allocating proper time to each and every employee so that employee's time can be saved and they no need to wait like slaves. During peak times, staff utilisation should be more and less during normal time. This should be planned properly before they assign schedule for their duty and even the schedule should be in such a way that all the employee's get equal hours so that the employees will be satisfied. Even when there is more availability of staff at peak times, then the service will be much more faster which satisfy the customers.

3.4 Recommendation 4:

As I have seen there are no club cards and acceptance of annual pass, I recommend that to introduce these special features so that many customers will be attracted and can achieve profitability.

Implementation plan of recommendation 4:

By acceptance of annual pass in Burger king at Thorpe Park, more number of customers will be attracted as people always expect for something free. Hence the acceptance of annual passes should be implemented as customers always get attracted with such type of offer passes. The other important feature to be implemented is club card system. It is a point based system and by implementing club card system more number of customers will be attracted. Training should be given to the employees regarding club cards. By using club cards if the customers attain a maximum of 6 points then they can get the 7th burger for free i.e. for example if each burger is of 1 point, when the customer attains 6 points or when they buy 6 burgers then the 7th burger is free and then the points starts from 1st and the process repeats. So this will be beneficial offer for families or friends if they buy burgers in bulk. Thus sales will be increased as well as customers feel happy with the free burger they receive.

Data to show the number of customers arriving Burger king at Thorpe Park with annual passes per day:

Year

No. of customers with annual pass per day

2008

20

2009

36

2010

52

2011 (till date)

80

By observing the above estimated data, the number of customers with annual passes in Burger king at Thorpe Park per day is increasing every year. In my research I have found that in 2011 approximately 80 customers per day are coming with annual passes and half of them are returning back for not accepting the annual passes and special vouchers as well. Thus Burger king at Thorpe Park is losing a minimum of 30 customers per day which decreases the sales. So, by accepting annual passes it can increase sales and as well as it can attract more customers.

Critical analysis of the recommendations and the merits/benefits of its implementations plan

Critical analysis of the recommendation 1: After an in depth analysis of recommendation, in order to overcome the problem of milkshakes automated milk shake machines can be introduced. The following are some of the benefits that occur by implementing this plan.

Benefits:

Customers can enjoy in hot summer.

Milkshakes are good for health compared to fizzy drinks

Automated machines can save time

Convenient way of serving customers

Raising profits with a less investment.

Critical analysis of the recommendation 2: By analysing the problem, I came to know that wastage of ketchup and mayo can be reduced to a maximum extent by implementing this plan. That is by implementation of sauce wending machines we can decrease the wastage. Coming to fries, time maintenance during cooking and serving them in hot is the main factor. My best opinion is in order to overcome the problem of wastage of burgers right order must be taken carefully. So, for all the new staff, training and induction must be given perfectly.

Benefits:

Ketchup packets packaging costs can be avoided

Wastage can also be reduced

Proper induction classes will be helpful in taking correct orders

Efficient kitchen staff reduces maximum burger wastage

Time maintenance of 3 minutes makes perfect fries.

Critical analysis of the recommendation 3: By talking with the employees in the burger king, I came to a conclusion that there is no proper time allocation for the employees. So in order to overcome the problem the main thing is to prepare a correct schedule. When the same discussion is done with the management they explained that the restaurant is only for a short term period as the park opens only between March and October. So they recruit new staff for every year and can't schedule the time table perfectly. This can be overcome only by correct staff management scheduling. The recruitments should be done a month prior to the opening of restaurant and even the manager who does this should have a correct planning about the employees. Hence the scheduling team should have a proper idea about the park when it is going to be busy and when it is not.

Benefits:

All the employees can get equal work hours

Proper scheduling saves time

Beneficial for both staff management and employees.

Critical analysis of the recommendation 4: By analysing the recommendation I came to a conclusion that by introducing annual passes more number of customers can be attracted. Thus it will be beneficial for the restaurant to raise the profits. Many of the customers return because of non acceptance of annual passes. By introduction of club cards sales can be further increased.

Benefits:

Sales can be increased.

More number of customers can be attracted.

Customer satisfaction

5. Potential barriers to the success of the implementation

By performing all the implementations planned above, most of the problems can be sorted out. But even though a realistic implementation plan is developed, some of the hurdles may exist when it is kept into practice. Financial resource is a key barrier in any business which should be carefully planned as it may result into disaster finally if it is not organised in an appropriate manner. As implementing a new plan in certain areas need to be considered carefully for introducing something new, as mentioned earlier in case of club cards proper training and induction must be given to all the employees. All the programmes must be well planned and need to be organised perfectly in such a way there doesn't exist any hurdles in implementing the plans.

During induction and training programmes, staff may not show interest and thus it may result in both wastage of time and money. Rates may change sometimes where clear implementation should be taken so that the customers are not confused. So, staff knowledge is important in such cases. Training to the employees must be perfect in each and every section which is useful in solving the customer queries and as well as to satisfy the customers and to increase the efficiency and effectiveness of the organisation.

Appendices

20 patties

Whopper

Hamburger

Chicken royale

Buns

Patties

karali

Saleem

Noreen - head of operations

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