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Problem Statement

To be able to focus on customer needs and to translate those needs into a tangible service, Pizza
USA must develop a consistent and cost-effective pizza delivery service that will take advantage of a
potential increase in pizza sales. It needs to create a unique and differentiated delivery service that will
build and increase customer loyalty. Furthermore, it must design ways and processes that will address
certain customer demands.

Analysis
The first step to understanding customer needs is to determine the likes and the dislikes of a
customer. In gathering information regarding the attributes that are desired in a pizza delivery service,
most of the qualities were found to be either in the positive, such as “I want…,” or in the negative, like “I
really hate it when…”. Thus, in developing the design requirements, managers must focus on customer
“likes” and avoid “dislikes.” Group discussion revealed that there are several major issues regarding a
pizza delivery service.

Proper Almost all pizza consumers prefer their pizzas hot. In fact, such temperature requirement is one
Temperat major criterion for evaluating the efficiency of the delivery service. Customers would want a
ure service that closely resembles the experience of dining inside the store. . Food temperature
always affects dining experience and directly contributes to customer satisfaction or
dissatisfaction. In this aspect, the ultimate goal is to make the customer feel that he or she is
eating freshly prepared food the same as with the dine-in experience. Getting the correct
temperature requires faster delivery time and an insulator that will effectively keep the product
warm. In achieving such demand, Pizza USA must consider the speed of delivery and the
material that will be used in delivering their products.

Speedy As discussed, customers will always opt for a speedy delivery service. In the case of Pizza USA,
Delivery its customers would always want to immediately consume what they ordered. They get
Time impatient when their food is delivered late. Moreover, a longer delivery time affects the quality
of the food. Thus, a fast delivery service is one way to establish a positive brand reputation and
develop customer loyalty. The shorter the time between the customer’s order call and the time
he or she hears the doorbell, the better a restaurant’s chances at keeping a repeat customer.
Being late is synonymous to a lost customer in the delivery game.

Correct There are several bad anecdotes regarding having the wrong order being delivered or having
and the order being delivered elsewhere. Bad experiences like these tend to be remembered more
Accurate than good service and can make customers a restaurant. Accurate delivery is a must for any
Delivery food delivery company. It determines the efficiency and effectiveness of the service. Though
one food company delivers at a fast rate, delivering a wrong food order may negatively
influence a customer’s next purchase and view of the company. On the side of the firm, wrong
food delivery may force it to provide the correct food order; thus the delivery personnel will
have to incur additional transport and opportunity cost.

Following- Customers naturally get impatient waiting for their food purchases, especially when they are
up uncertain of the progress of their order. Customers shouldn’t need to follow up their orders.
Delivery Most queries include, “How much longer will the delivery take?” and “Has the delivery left yet?”
Progress among others. Minimizing these calls and updating the customers of the progress of their
delivery without prompting is crucial in making a good delivery service.

Customer Ironically one of the most important and yet neglected aspects of food delivery service, are the
s’ Desired customer’s desired amount of condiments and tissue paper. As customers ourselves, we can’t
Amount of count the number of times we asked for ketchup, hot-sauce and tissue and all we received was
Tissues a single packet or so few tissues we could barely wipe our mouths with them. Upon asking for
and more, customers usually receive shameful glances from employees and or infuriating excuses
Condimen such as there’s a limit on how much ketchup or tissue they can give a single customer
ts regardless of the order size. This seemingly insignificant matter can spell the difference
between a satisfied or disgruntled customer.

How often do we see an excellent delivery program or plan in theory and on paper, only to see it
fail miserably when it is actually implemented? This is because the managers in charge neglect to put the
right effort into the key to a successful delivery system. The key to making a system work is PEOPLE.
CASE 3 PIZZA USA Juan. Layug. Limbaring.
Malihan. Ruffy. Salvador
Even if a company only has an average system but employs superbly motivated and capable employees,
customers will most probably still end up satisfied. The opposite does not apply as even the best system
cannot be run on subpar employees. The short time when the customer interacts with employees, which
basically involves ordering and actual delivery, can spell disaster or success.
In addition to these basic customer needs, there are several extra suggestions from pizza
customers that could aid in making an excellent pizza delivery service. Ordering a pizza could be made
easier through new and modern mediums of communication. Promotions can be included for pizza
deliveries to differentiate the service from other similar restaurants. Having membership privileges can
also help. Finally, the good appearance and presentation of the food upon delivery can round out the
overall customer experience.
A service blueprint, which is a flowchart showing a specific service process design, also plays an
important part. It is comprised by the physical evidences, the actions made by the customer, the actions
made by the service provider, may it be front-of-stage, those seen by the customer, or back-of-stage,
actions not seen by the customer, and support processes if there are. The service blueprint emphasizes
the distinction and relationships of each part of the process design. Meanwhile, poka-yokes are fail-safe
procedures that are used so that processes can conform to the design. These are procedures that prevent
mistakes into becoming service failures. A service blueprint with poka-yokes is done with explanation in
appendix.

Recommendation
There are several ways that Pizza USA can translate these customers’ wants and needs into a
delivery service that is consistent and cost-effective. It is important to remember Pizza USA must be willing
to invest in long term projects.

Proper * Use insulated food delivery bags for pizzas and other entree items and thermal insulated
Temperat cooler bags for cold drinks and foods.
ure * Ensure promptness in delivery to seal in the flavor and the temperature of the pizza delivered.

Speedy *Implore a grid system wherein, each branch would have a specific area to deliver to. Each
Delivery delivery area will then be mapped out and be placed on a grid for consistency and efficiency
Time purposes. Certain areas of the grid can then be sectioned off. Each branch then assigns delivery
boys who will specialize in delivering to each sector of the grid.
* Synchronization of times should be done between the customer and the order-taker to avoid
disagreements due to different perceptions of time.

Correct * Double-checking of orders before a delivery person leaves must be put in policy.
and * The use of delivery people who specialize in a particular area can ensure that the order arrives
Accurate at the proper location. If there are no complaints from the customers, then this method is
Delivery effective.

Following- * The order-taker can send information regarding the status of delivery person. A call can be
up placed to inform the customer upon the departure of the delivery. The person delivering the
Delivery food can then tell the order-taker via radio, cellular phone, or GPS (if available) if there are any
Progress unexpected causes of delay apart from the traffic situation.

Customer * When a customer is ordering, the order-taker must already ask about the customers’ specific
s’ Desired needs for tissues and condiments.
Amount of * Let the delivery man carry excess supplies of condiments & tissues to have a solution for
Tissues sudden and unexpected demand of customers for such.
and
Condimen
ts

More than all this, Pizza USA must also make sure that they have competent and courteous human
resource across all operating levels to accommodate the customers. The order-takers and those that
operate the phone along with the delivery people should be properly trained with communication skills.
Instead of providing a rigid script, the training will emphasize flexibility and responsiveness to customer
requests.
Pizza USA can also utilize other forms of media in delivery such as mobile phones and the Internet
for customer convenience. In line with this, good promotions and marketing strategy should be situated to
CASE 3 PIZZA USA Juan. Layug. Limbaring.
Malihan. Ruffy. Salvador
ensure the flow of demand and establish brand equity. Pizza USA can provide pizzas that are delivery-
exclusive, or only available through delivery. Or, if a customer meets a certain minimum amounts for one
order, that customer can have benefits, such as not needing to pay service charge, getting a discount for
the total bill, or getting a free pizza. Alternatively, there can be a discount if the pizza doesn’t arrive at the
agreed upon estimated time of arrival. Advanced order of at least a day or more can also garner its own
discount or promotions. In order to be more eco-conscious, eco-friendly recyclable or reusable pizza boxes
can be provided, either providing discounts or rebates on orders. The number of times the promotions
were availed upon can be a measure of success.
As a final detail and to add the finishing touches, the appearance of the food upon delivery can be
carefully preserved to ensure that the food looks as appetizing as possible. The carrying boxes can be
made so that the food doesn’t stick to the box. The boxes can also be made so that there are no leaks and
that there are no messy presentations of the food.
Overall, Pizza USA must promulgate a philosophy of “we deliver what you want” to foster positive
relationships with customers and ensure that its employees will live up to such kind of culture.

CASE 3 PIZZA USA Juan. Layug. Limbaring.


Malihan. Ruffy. Salvador