Customer/Consumer A customer is an individualor business that purchases the goods or services produced by a business. Thecustomers within the Quick Service Industry and Coffee Industry are defined asfollowing:- Franchisors/Property Owners – Consumers – Shareholders/Investors FranchisorsIn the Quick Service Industryand Coffee House Industry are mostly driven by chain companies, who each havetheir own operating model. This operating model is both an abstract or visualrepresentation of how an organisation delivers value to its customers orbeneficiaries as well as how an organisation actually runs itself(FranchiseDirect, 2016).
A business can choose for a franchise, leasing or managementcontract. With a 20% of all total U.S.franchise establishments, fast food (QSR) is the most common franchisingsegment (Ibid). The coffee franchise industry is well-developed andcompetitive, since coffee is the second most popular beverage in the U.
S. Theincreasing risks and uncertainty, result in owners who prefer leased orfranchise models (MFDC…)There is an increase offranchises, due to several benefits, such as; faster expansion possibilities,lower costs for the owner, better market penetration and a greater commitmentof the employees. Consumers The consumer is a person whopurchases good and services for personal use (BusinessDictionary, 2017). Inthis setting, the consumers would be the people who are buying or consuming theservice of the QSR and coffee houses. The consumer’s buying behaviour isconstantly changing based on the external forces and trends. A number of forcesare elaborated below; Recent research shows thatteenagers and young adults have become increasingly aware of new products andpersonalised products. They tend to search for unique products and they spendhours shopping for themselves (Shand, 2016). This individualism is growing and directlyaffecting the buying behaviour of the consumers.
(MFDC SelfAwarenesss) The personalisationof the consumers goes hand in hand with the technological possibilities that businessesoffer nowadays (MFDC Technology).Consumers will be aware of this technological growth and will soon start todemand it their day-to-day activities, such as in their local coffee house. Co-creation Customer loyalty programs are proven methods for growing and sustainingmarket share (Forbes, 2017). However, a lot of companies see that capturingreturning guests is one of the most difficult challenges. Identifying,rewarding and retaining your best customers is one of the hardest challengesfor any restaurant (QSRmagazine, 2013).
Therefore, many companies haveimplemented a loyalty program in their organisation. According to Colloquy, 54percent of loyalty memberships are inactive, and many restaurant programs arepreforming even worse (ibid). The result of this force is that it puts pressureon the Coffee and Quick Service Industry to recruit and maintain their loyaltycustomers. In the Quick ServiceCommunity, speed of service has become a major priority for the fast-foodsegment. Consumers are nowadays rushing through their lives and demanding thisfrom all operations throughout their day-to-day activities.
Constant movementis a result of a future-focused mentality and is part of the culture nowadays(PsychologyToday, 2015). “Time is Money”and this is well-known by the current QSR and Coffee Houses and that is whythese establishments create minimal seating area in their restaurant in orderto create a maximum turnover of consumers. However, business need to designevery touchpoint of the flow of activities to the speed of service, to be ableto satisfy their consumer on every level of their organisation (Fesmag, 2017