Burger King Service Process

3. Burger King Service Process

Burger King's objectives are quite clear. They want to individualize each customer's order and provide the fastest service possible. Burger King's policy is to give the customer many choices and to accurately and quickly provide whatever the customer chooses. This policy is reflected in their slogan, “Have it your way.” Operating under this policy makes it very easy to achieve their goals. Through the many choices they provide it is easy to customize each order. Burger King's procedures are also consistent with their goals.

3.1 Individualized Ordering

In order to individualize each order they provide customers with many options when ordering. Some options include fries or onion rings, cheese, bacon, mustard, ketchup, mayonnaise, lettuce, tomato, pickles, and onion. The customer can pick any combination of these options that they desire.

3.2 Ordering Process

To facilitate fast service Burger King takes customer orders on a continual basis. One employee takes the customer's order, the customer then moves down the line where another employee is preparing the order. Meanwhile, the original employee is taking another customer's order. Customers also get their own drinks while they are waiting for their meal. This makes service much faster in that employees do not have to prepare drinks or provide refills. The climate at Burger King was very pleasant.

The employees conveyed the attitude that they were there to assist the customers in any way possible.

3.3 Clean and Silent

The restaurant was very clean and there were no loud noises from the service area. They also provided relaxing music for customers to listen to while dining.

3.4 Colors: Red and Yellow Everywhere

Burger King prefers to use warm and vibrant colors in fast food logos and in the restaurant atmosphere because warm colors like red etc are associated with hot food and these colors instantly draw attention. The warmth of red, yellow, black, brown or orange can create excitement. Having the hottest of the warm colors represent the power of a business too. Strong colors usually make a great attempt of non-verbal communication. Companies could even have a combination of warm color with some cool colors or soothing colors so as to tone down the strong emotions. But if it is wanted to set a hunger then get going for red….

3.5 Adequate Communication

Burger King possessed more than adequate communication and leadership. Employees gave the customers feedback on their orders. Each customer received a receipt, which enabled them to double-check their order. The employees also read the order back to the customer before handing them the order. In terms of leadership, there was a manager in plain sight throughout our visit. The manager showed involvement by taking orders and coaching employees.

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