I.

Service Product
A service product comprises all of the elements of the service performance, both physical and
intangible, that create value for customers. The value proposition must address and integrate three
components i) Core Product ii) Supplementary Services iii) Delivery process.

Core Product:
For Bon Appetite which is a fine dine restaurant in Jamshedpur, the core product is the food &
beverages that they offer. Food & beverages satisfies hunger which is the principal problem solving
benefits customer seek.

Supplementary Services:
These services augment the core product, facilitating its use and enhancing its value and appeal to the
customers overall experience. For Bon Appetite, the supplementary services include Table
Reservation, Waiter service, Entertainment like Music, Payment and Billing and Internet.

Delivery Process:
The core product which is food to satisfy hunger is delivered in two ways. For in-dining customers,
once theyve been seated by the usher at the table, a waiter presents them with a menu from which
the customers order food. The food once prepared is delivered to the table of the customer. Another
way of delivering the core product is through home delivery, wherein the order is taking on the phone
and food is delivered at your home by a delivery boy. The supplementary services are delivered in a
much direct way and are experiential in nature.

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Internet
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Waiter Service Entertainment

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Food & Beverages
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Valet Service Waiting Lounge

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Reservation Payment & Billing Restroom

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II. Flower of Service
There are two kinds of supplementary services. Facilitating supplementary services are either needed
for service delivery, or help in the use of the core product. Enhancing supplementary services add
extra value for the customer. For Bon Appetite, following are the various elements of supplementary
service:

a). Facilitating Service

Information:
In order to obtain full value of the goods and services being provided at Bon Appetite, the customers
are provided with a Menu, to enable them to make informed decisions so as to minimize
disappointment and inconvenience.

Order Taking:
Once the customer is ready with the decision to order, the order is taken by the waiter in person.
However there may be instance where the delivery process of the core product changes and hence
the order taking is done on phone. Reserving tables beforehand either through online or telephone is
also an example of an order taking element.

Billing:
Once the customer has consumed the service and goods, they expect to be presented with a bill. The
bill is presented to a customer in the form of a printout through a POS terminal. Accuracy of the bill
presented is of prime importance keeping in mind all the overhead charges.

Payment:
The bill requires the customer to take action on payment. Only Direct to Payee method is adopted in
Bon Appetite wherein the customers pay via cash or through Credit/Debit Card.

b). Enhancing Service

Consultation:
The customers generally engage in a dialogue with the waiter to ask for their specialty or to clarify
their requirements in terms what they have ordered.

Hospitality:
Elements of hospitality can be seen when customers reach the first touch point that is the reception.
Courtesy and consideration for customers need can be seen not only face-to-face but also in telephone
interaction. The greetings received by the customer upon being seated by the waiter at the table is a
testimony of Bon Appetites hospitality. More tangible examples are the restroom and entertainment
facilities available to cater to customers interest.

Safekeeping:
Safekeeping refers to the customers desire of their possessions being looked after. Car parking, safe
keeping of personal items like bags, umbrellas are example of safe keeping. Apart from this, caring for
the goods purchased such as take-outs, packaging, transportation and delivery are some evident
elements.
 Exceptions:
Exceptions involve supplementary services that fall outside the normal service delivery. Exceptions
include special requests, and problem solving. Missed Reservation or late arrival for your reservation
falls under this category. Moreover asking the waiter to modify a dish in a different way based on your
dietary requirements is an example of exception. Need for child/senior citizen care and assistance is
evident under exceptions. At the time of billing and payments asking the manager to give student
discount for XLRI students is an intangible example of exception.

Information
Menu to inform customers

Payment
Cash/Card and other payment Consultation
alternatives Customer dialogue & requirement

Billing Core Order Taking

Accuracy of the bill Face-to Face or online/telephone

Exceptions Hospitality
Dietary requirements, student discount etc. Greetings, Reception, Restrooms, Waiting lounge

Safekeeping
Personal possessions and items bought