Benny

Introduction Food outlet Benny’s - passionate about chicken is situated at 15 Gloucester road. It is a food outlet specialised in providing Halaal chicken. It was established in 2006. Benny’s is equipped with proper machineries used in preparing cooking for example frying machines ,professional barbeques, oil filters, perfect smoke absorbing equipments and others. The present situation at Benny’s involves operational and promotional planning process that focuses on the product and service, to develop and implement a successful integrated communication process between operations and marketing. Benny’s is situated in a healthy market environment from business point of view according to the analysis of market survey (Bristol citywide retail study –DTZ June 2007(see survey summary)). Some of the different products offered by the food outlet: Chicken/Fillet burger Benny’s Supreme burger Chicken Strips/Wings and many more (Appendix1) An overview of the procedure from the marketing perspective [pic] Adapted from Tutor 2u Market analysis A market analysis for firm’s planning activities particularly around decision of inventory, purchase, workforce, facility expansion; purchase of capital equipment, promotional activities, and market positioning of Benny’s is being done. Benny’s is a standardized low priced take away outlet as compared to its indirect competitor KFC. (Appendix 1) Positioning is important because Benny’s competing with all the noise out there for its potential fans attention. If it can stand out with a unique benefit, it has a chance of getting their attention. According to the Bristol citywide retail study- DTZ June 2007, Gloucester road is 3rd popular and safe named centre for local shopping which shows that Gloucester has got a fair market size, Gloucester in the survey is also shown as the place for business and meetings, therefore being positioned on road and specialist in Halaal chicken Benny’s can avail these opportunities. KFC is the indirect competitor of Benny’s. Benny specialises in Halaal chicken and is a standardized low price outlet as depicted in the figure below, while KFC is a standardised high price outlet and not particular, chicken is Halaal or not.( Appendix 1) A diagram for the market positioning of Benny’s [pic] Self designed Strategy - Customers at Benny’s are generally with the age group of 25 yrs-60, but its target customers are of age group between 20yrs - 30yrs, as this is the age group frequently visiting Benny’s according to the manger and customer questionnaire survey done (Questionnaire survey) OBJECTIVE The objective of the study is to find out the cause of low sales in recent years according to the manager. Marketing perspective includes understanding the strength, weaknesses, opportunity and threat of business environment at Benny’s, assess the core activities and business efficiency through theories like Garvin’s eight dimensions of quality. According to Garvin “High-quality products are those that best meet the needs of most consumers” Garvin’s theory explains the concept of quality and explores its basic elements. This theory is chosen to investigate the quality at Benny’s. Gap model of Lovelock and Wirtz (2004) is done to analyse service quality and service gap at Benny’s. Operational aspects at Benny’s include process, methods, effective planning, scheduling, use and control over manufacturing and production and more issues affecting the business. Theories used from the operational perspective are five P’s by Ken Platts to identify the how Benny’s compete at its market place, and 4M’s model component of capacity (slack et al) which describes nature of operations strategy formulation process. Questions to be answered 1. Are customer satisfied with the product and services' If not what is the reason' 2. What has been done from marketing perspective' Is it really working, if not what should be done' 3. Are there any operational setbacks' If yes how do they exist and where actual problem lies' 4. How do these problems co-relate and what is the result' Further objectives are to increase product awareness, inform target audience about the features and quality of the product and to create a competitive advantage. METHODOLOGY The analysis of the business environment at Benny’s and the systematic study of the theories and approach of authors like Garvin and Ken Platts is being put together, to know the discrepancy between practical and theoretical approach. Swot analysis adapted from Jobber 2004 is being done for the analysis of the competitive environment of Benny’s. Marketing Mix of Kotler and Lee(2008) is used to analyse the marketing side. It is being tried to know the different characteristics of product and services, deciding on a process strategy and promotional aspect of Benny’s. On the other hand to discuss the operational side of Benny’s 5p’s (Ken Platts cited by slack et al) to discuss, how Benny’s is competing at its market place and 4M’s model of component of capacity (slack et al) are used. To assess the reason behind the declining sales, a Questionnaire survey was conducted, Manager and Employee were interviewed to know their perception about the same. PROBLEM Analysis from the marketing point of view According to the traditional marketing theory-(Kotler and Lee) a product is more than its features, quality, name, and style, Therefore, a product should always attract customer, it should be produced taking the mind set of target market in to consideration. Product at Benny’s are not always of good quality, at times they are not properly cooked and at times they are over cooked (Questionnaire survey). If an organization wants to market his product effectively, it should be able to mix the following 4P’s in highly efficient and profitable manner. Price has traditionally been strongly associated with commercial marketing, where setting the wrong or right price has a very direct impact on the potential profits- Dr. K. Vijaylakshmi (Kotler and Lee). Thus, price play an important role, a right price helps in capturing market at a good pace. Secondly, until or unless product is good for a large number of customers, it would not be beneficial for the organization as it will not be able to generate profit for the organization. Price according to the management is in accordance to the customers’ .pricing strategies at Benny’s are quite competitive as compared to the price of other fast food outlets ( Appendix 1). According to Kotler and Lee promotions are persuasive communications designed and delivered to inspire your target audience to action. Promotion is the medium to communicate with the customers about reliability, dependability and competitive advantage. Promotion is indirectly the appearance of the organization. The managers perception at Benny’s for the promotional activity is nix as there is no budget set for it .There are no steps taken for the promotion of product or brand name .No strategies have been made to attract customers or to increase their number. There is not even a single hoarding of Benny’s in the area (Manager’s Interview). According to the Philip Kotler “Place is where and when the target market will perform the desired behavior, acquire any related tangible objects and receive any associated services”. Place can be referred in two terms, place of product and location of the organization. In terms of location Benny’s is perfectly located –According to the Bristol citywide survey Gloucester road is save for customers , popular named centre for shopping, availability of specialist shop etc. There is a near parking and road is quite busy. Most of the people going to main centre market go through this road .There is a school near by and a football ground which is on an average jam packed once in a week. Therefore Benny’s location seems to be appropriate. After doing the swot analysis, and further analysing it through marketing mix 4 P’s, it is seen that Benny’s lack in product quality, advertising and promotional activities. This is been confirmed by the response of customers Questionnaire survey. SURVEY Customers are not happy with the level of service at Benny’s. Some times absence of employee makes people call loudly to make aware of their presence (certain customers have mentioned this in their valuable suggestions). An interview with the full time employee of Benny’s has revealed the quality standards and an insight of the organization like ill repairing system ( Employee’s interview) Analysis from the operational point of view. 4M’s model component of capacity.(Slack et al) Manpower – According to slack et al manpower is a flexible resource. It depends upon the usage of the manpower how productive it can be. Manpower includes number of workers, skills, cost, Recruitment etc. Benny’s is not fully staffed as required. Certain times there are no one at the front desk to entertain the customer and there are times when there is a shortage of workers at the back stage and bulk of work-load on them creates mismanagement. This is the time when a lot of par-time workers are being employed, to fulfill the gap (See Manager’s Interview). Material -Mainly deals with the quantity, quality, and lead time buffer stock, finished stock and alternative suppliers of the raw material. There is a balanced system of inventory receiving and preparing raw material. Inventory is being put in reserve of one week .Therefore most of the time Benny’s is fully stocked .Threats like Peta against killing animals can create problem ,hence a alternative to the non-stop supply of raw material is maintained. Money-In an organization money is mainly used in for initial investment human resource required over time, new machinery, breakdowns, and payment to supplier, incentives and many more. At Benny’s losses like delivery return are waste of product and money both. Due to new workers ignorance of machinery usage also, results in loss .If it is used without being repaired, machine looses its pressure and quality of cooking goes down .For an instance. Upper cover of the cooking machines are attached to the machine through a hard spring .If it is open gradually it goes well but if it is opened at once it breaks down. It can cost up to £200 excluding any repair charges and it has happened thrice in Benny’s with in two months-According to the employee. Machinery -Machinery is an important part of business. At Benny’s there is a loss of money because of machinery and it clearly shows manpower at Benny’s is not being managed properly. This is because par time workers are hired and expected to work efficiently without proper training, and lack in training tend to add to losses, example machinery. Operations in organizations are core of the business. Maintaining the operational functions in an organization is the major part. Every business depends on its customer and every customer gets his product or services after going through organization’s operational procedures. Using, the 5P’s by Ken Platts of Cambridge University cited by slack et al, the operations strategy formulation process at Benny’s is explored. Purpose A shared understanding for motivation, boundaries, framework and background is crucial in developing operations strategy. The clearer, objectives are, it is easier to achieve them. At Benny’s operations from maintaining stock till the prepared food (Appendix 2) are clearly stated. Sometimes there is mismanagement, due to lack of responsibility among the staff members. Point of entry Strategy is successful if there is considerable amount of support to it within the hierarchy of the organization. The Manager at Benny’s is not actively engaged in to the operations (Manager’s Interview) Therefore, operation suffers due to lack of analysis, formulation, implementation and commitment by management. Participation Selection of staff to participate in the implementation process is critical, most important and the only viable way to maintain co-ordination. Untrained or less-trained employees are often unfamiliar with core processes, certain times it leads to underperformance and exactly same happens at Benny’s (Employee’s Interview) Process An important part of the operations strategy is, process should be explicit. Strategy should address the relative priority of the operations performance objectives .Process at Benny’s are explicit but non-addressed operations performance objective with participation of inexperienced employees affects process (Employee’s Interview). Project management The basic discipline of management such as resource and time planning, control, communication mechanisms, reviews and so on should be in place. An unenthusiastic effort of manager towards the operations works like a net, participation process effects process and awful processes results in ineffective and unproductive management (Manager’s interview and Employee’s Interview) Doing an analysis , through 5P’s of slack et al, it is being observed that due to problem of staff participation at Benny’s , it’s process get affected, and disturbed process have an impact on the level of produce and services. A complete study of the analysis above, and result of the Questionnaire survey conducted, demonstrates that the reason behind the declining sale is both because of marketing and operational impasse. Customer’s response notify that Benny’s is not involved in promotional activity, According to the analysis of Slack et al (2007) 4M’s it imply that manpower is not managed properly and problem caused by participation of worker affects whole process which in turn affect efficiency of workers and produce quality. ANALYSIS OF QUALITY According to the GARVIN (1988) “while the quality is difficult to define, its importance is universally appreciated.” He defined product and quality in his five approaches and gave eight dimensions of quality. APPROACHES Transcendent “innate excellence” Product based: precise measurable variable. User-based: customer view. Manufacturing based -conformance to requirements. Value-based: quality/price. HIS EIGHT DIMENSIONS. Interlink between the theory and the Manager’s perspective - Performance--The finished product should operate in an effective way, as determined by the end user. According to Manager’s Interview at Benny’s ,chicken which is prepared to be serve is of good quality and should satisfy customer on the basis of quality standards. According to the customers, products, some times are not properly cooked while some time over cooked, shape and size of product also vary (Questionnaire Survey). In this context Benny’s is not able to perform to satisfy customers. Features--The ‘bells and whistles’ incorporated in to the finished products should be appropriate and not detract from the overall objectives of the project. At Benny’s every possible thing to make product tastier and hygienic is being used. Chicken pieces are being properly washed, treated with herbs and spiced up strictly within parameters. Still customers have complained about the shape and size of product while survey. According to the analysis of Platts 5P’s it is been noticed that Benny’s lack in process which affect Quality. Reliability--Frequency with which services actually works. Services provided by the Benny’s are efficient in their view, but they believe that due to some new less trained staff it is getting affected. There are several comments by the customers about the service at Benny’s like time taken in servicing and absence of employee on the front desk (Questionnaire survey). Conformance--Getting exactly what expected at the same rate. Benny’s say they provide exactly same products listed at the appropriate prices. Durability--Finished product should be relevant either timeless or easily updated. Products at BENNY’S are not durable because cooked food, remain good only for two hours .though it dose not get stale but it is no more attractive. Serviceability--Easy to repair or adjust finished product as requested. Level of serviceability at Benny’s is fine according to their view, their delivery system is ok but it’s not possible for them to re-cook food if it is once taken out of the cooking machines and it is not up to the mark (Employee’s interview) Aesthetics--Over all feel of finished product should be professional and user-friendly. According to food outlet overall feel of their product is professional. Perceived Quality--finished product should enhance the reputation of organization. According to manager quality that is being promised is provided by Benny’s. According to the theory quality is affected if any of the eight dimensions are not fulfilled. Benny’s is not able to perform as expected by the customers which is being analyzed by the marketing mix 4P’s and determined through customer survey response, while Performance in the above dimension states that finished product should operate in an effective way so that it satisfies customer. Therefore, it means Quality at Benny’s could not satisfy customer. Through Platts 5P’s, it has been analyzed that staff participation is affecting process which is indirectly affecting produce that is products .Features in the above eight dimensions states that product should be appropriate and should not detract from the overall objective which in this case is customer satisfaction .Benny’s is not able perform, because customers have complaint about the shape and size of products (Questionnaire Survey). Therefore, Quality is again unsatisfying customers. All these theories states that low product quality because of the operational process, analyzed through Ken Platts 5P’s and Slack et al 4M’s, and lack in advertising and promotional activities through marketing mix 4P’s and according to the customer survey are the major cause of low sales . Gap Analysis Information gathered from Questionnaires and Interview is analyzed to identify product and service quality problems at Benny’s. Based on the Gap analysis of Lovelock and Wirtz(2004). Standard gap- deals with service quality as compared with expectation of customers. There should be a performance check on employees. Proper training or information should be provided so as to perform in an efficient way effective system of rewarding employees should be taken in to consideration. Communication between frontline staff and the management should be improved to acquire the right piece of information. Delivery gap -is a subject to meet the specific standard as set by firm. To fill up the delivery gap Benny’s should eliminate the role conflict between employees. Information from the front desk about the promotion activities should be taken in to consideration .Try more and more employee meet customer to get aware of the expectations. Perception gap- deals with the education of customers. Some times due to miss-interpretation or misunderstanding product asked are not provided .perception gap deals in overcoming such situations ,it says to make customer aware of delivery and it should be done by providing physical evidence .For example showing product to customer before final packaging. Service gap- is known as the customer satisfaction causing from the whole experience of customers with the service/product and comparing to their expectations. ‘Working on the six gaps these Gaps can be closed- Module lecture’ and satisfied customers fulfills service gap. According to the questionnaire survey. Most of the customers have marked that Benny’s lack in quality and service, difference in expectation and offering is wide in quality while a bit low in service, as less number of customers in comparison to quality have marked it. Therefore a line graph is being shown, assuming the expected wide quality on scale at 5(As said wide in the questionnaire) and provided quality on scale at 2(As said low in the questionnaire). Services are marked as expected on scale at 4 and provided on scale at 3. [pic] [pic] Recommendations 1. Proper machineries should be installed. A proper maintenance budget for the machinery maintenance should be kept. Temperature should be fixed perfectly so as to get perfect cooking. 2. Untrained workers should be properly trained before entering the floor, so as to avoid confusions and filling up gap between order and service. 3. An offer of some discount on delivery if it reaches to customer after time should be provided. 4. A proper balance of front and back-stage staff should be maintained, so that to avoid mismanagement and confusions. 5. Some offers should be given on purchase, such as buy one get one free, to increase product awareness and inform target market. Conclusion The assignment looks in to the case of food outlet Benny’s situated at 15 Gloucester roads –Bristol. The theories of Marketing Mix and swot analysis are used to analyse the marketing side to know the different characteristics of product and services, deciding on a process strategy and promotional aspect of Benny’s, while Garvin’s theory on Quality, 5P’s by Ken Platt’s and Slack’s et al 4M’s component of capacity are used to report organisation’s process, and how it manages them. Primary data, collected by the customer questionnaire survey, Manager’s interview Employee’s interview and secondary literatures were the basis of all findings. Module slides and the lectures attended provided the concrete base and knowledge in understanding the theories. Finally, based on the analysis of service gaps some recommendations are made. Survey Summary. To know the opinion of customers regarding Benny’s a Questionnaire survey was conducted .Questionnaire were kept at the front desk of Benny’s besides a complaint box. Questionnaire consisted of eight questions, which ask customer about their visit to Benny’s, provided service and quality and their suggestions regarding service, quality and promotional activity. Total Questionnaires = 35, Received =30. |Answers |Quality/response |Promotion/response |Cost /response |Service/response | |Not satisfied | 21 people |27 people | 6 people | 24 people | |Satisfied | 9 people | 3 people | 24 people | 6 people | [pic] Graph 1 According to the customer, difference between the quality expected and delivery is wide. (Graph 2) Particularly on features customer complaint about the size of the product “bones do not have enough meat on them”- by one of the daily customer .Some regular customer complaint that size of some wings is much bigger at the Benny’s of Cardiff and Leicester as compared to the Bristol’s Benny’s chicken. Talking regarding services, customer has indirectly complaint in their valuable suggestions part of questionnaire that, delivery should be on time .There had been times when deliveries are sent back by the customers -once delivery was late by forty minutes and cost Benny’s thirty pounds with cost of fuel consumption by vehicle, because delivery was not accepted by the customer, at last it was thrown as it lost its attractiveness because of packaging and couldn’t be kept to display again The question asked was, is there difference between expectation and delivery at Benny’s' Yes or No Analysis is based on the answers saying yes. (21 people out of thirty said yes) |Parameters |Wide |Narrow |Negligible | |Number of people |12 |7 |2 | [pic] Graph 2 According to customers, price and product are not the problem, though because of low quality sometimes they are not the value for money .cost satisfies customers as compared to the other food outlets. Analyzing the customers response it is being noticed that customers really want Benny’s to go for promotional activities. Survey reviewed the fact that there is zero promotional activity and Benny’s need to improve on it. According to the customers Benny is mainly lacking in quality of product, services and promotional activities. Quality according to the customers is in the cooking, shape and size and service gap is in terms of order placing and receiving time. Imperfect status of delivery system is also a problem of service, for Benny’s according to the customers. Survey in accordance to the Bristol Citywide Retail Study, DTZ June -2007. Bedminster is highlighted as the most popular named centre for local shopping with 9% of respondents in the Bristol “core” zone visiting there alone with Fishponds (8.5%), Broadmead and Gloucester Road (6%). Travelling by car was most popular for people visiting Bedminster (78%), Gloucester Road (62%), and Clifton village (47%). Henleaze (47%) and westbury on Trym(40%). The nice shopping environment was the single most popular feature appealing to visitors to Bedminster, Gloucester road, and Queens road. Survey index shows people feeling about Gloucester road is- 99% save in day while 73% at nights. Specialist food shops were highlighted in Fishponds, Well road, St –George and Gloucester road. [pic] Bibliography Anon(2007).Bristol Citywide Retail Study .DTZ survey findings[online]. Available from: www.bristol.gov.uk/ccm/cms-service/download/asset/'asset_id=24810033.[ accessed 25 July 2008]. Darleen Lynes (2007) Alberta Agricultural and rural development[online]. Available from: http://www1.agric.gov.ab.ca/$department/deptdocs.nsf/all/afu9886 .[Accessed 19 July 2008]. Garvin, D. (1988) Managing Quality. New York: Macmillian. Greasley, A.(2006)Operations management.England:Willey. Jobber, D., (2004). Principles and practice of marketing.4th edition.Somerset: McGraw Hill. Kotler, P., Lee, N,(2008). Social marketing. 3rd edition.London: Sage Publication. Lovelock, C. , Wirtz, J., (2004). Service marketing :People, Technology, Startegy. 5th edition. The U.S.A. : Pearson Prentice Hall. Slack, N., Chambers, S. , Johnston, R., (2007). Oprerations management. England: Financial Times Prentice Hall. (2007) Tutor 2u[online].Available from: http://www.tutor2u.net/business/marketing/what_is_marketing.asp. [accessed 25 July 2008] Manager’s Interview Questions asked. 1. When the business was established' 2. What are the pricing and promotional strategies used' 3. What are the problems faced by business in recent years' 4. How problems are being sort out' An Interview of the Manager at Benny’s was conducted. While interview, manager was asked several questions but the major emphasis was on the problem faced by the business and the strategies used for pricing policies and promotional activities. According to the manager prices of product are kept low in comparison to other similar outlet. Questionnaire survey also suggests that customers are satisfied with prices at Benny’s. Manager’s perspective towards the marketing and promotional activity was casual. It was analysed when he said “I have several other businesses, and it gets harder to concentrate on one though there are pamphlets being printed and distributed”. There are no promotions done as they are the only provider of Halaal food on the street, they take word of mouth as enough promotion. But according to the employee pamphlets are being printed but never distributed. On asking about the operational aspect at Benny’s, Manager answered that there were some employees working at Benny’s since long, therefore they take care of the operations. On asking about the staff recruitment manager answered that there are some full time employees which do most of the work, but some time on weekends some par-time workers are also hired . According to the employee, most of the time par-time workers are untrained and are not able to perform as required. According to the manager everything possible to make food tastier and hygienic is used. Manager says that there services suffer mostly because of the new workers and service is also being complaint by the customer in survey. Employee’s Interview. Question asked. 1. What does operation at Benny’s include' 2. According to you what are the reason for low sale' 3. How do training of workers is done' 4. How quality of food is affected, because of untrained staff' According to a personal and confidential interview of the employee at Benny’s .It was known that, quality of cooked food is decreasing. For an instance in words of employee “If officials from Quality control department get to know that chicken cooked from inside is not perfectly white and still sold, license of outlet can be easily withdrawn”. “This is confidential and should not be discussed out of the assignment.” Interview and personal observation. According to the employee, quality is actually suffering because of certain operational activities. It is due to some of the untrained workers working in the back stage of the operation procedures that is cutting and preparing of the chicken pieces .As they don’t know the exact way to cut the pieces they cut it wrong and because they have not been said anything they are continuing doing that. According to him upper cover of the cooking machines are attached to the machine through a hard spring .If it is open gradually it goes well but if it is opened at once it breaks down. It can cost up to £200 excluding any repair charges and it has happened thrice in Benny’s with in two months. Cooking machines , according to him need to be considered ,because there can be two reason behind products don’t get perfectly cooked .It might be because machines are not able to give perfect temperature for the cooking or the time set of the machines (which is internally set through software ) has got tampered because of some reasons. Hence, according to him Quality is mainly hampered because of the preparation process. Appendix 1(list of products) 1. Chicken burger. 2. Fillet burger. 3. Benny’s Supreme burger. 4. Chicken Strips. 5. Wings. 6. Veggie burger. 7. Ham burger. 8. Spicy strips. 9. Barbeque wings. 10. Veggie wrap. 11. Chicken wrap. 12. Shorma. 13. Shorma salad. 14. Ponder. 15. Half and quarter ponder. 16. Fish burger. 17. Pizzas. 18. Chicken pizzas. 19. Ham pizzas. 20. Veggie and chicken rings. 21. Donuts. 22. Chicken balls. 23 Cream bars. Difference between some of the KFC’s and Benny’s product prices. Chicken burger Benny’s - £2.20p KFC-£3.40p Wings Benny’s – 3 for £1 KFC- Not available. Strips Benny’s – 4 for £1 KFC-available only in bucket – £4.49p Meal –Deal Benny’s- £3.50p, £6 KFC- £4.49p, £12. Benny’s is an indirect competitor of KFC , because Benny’s specialise in Halaal chicken and KFC is not concerned with any such point. People consuming Halaal meat don’t prefer taking non-Halaal food. (According to the manager). APPENDIX 2 Back end operation –first stage Stock counting- previous stock. Stock ordering. Stock receiving. Stock shelfing. Stock counting-new stock. Cutting and shaping of chicken pieces. Passing chicken through different washing tubs. Pressure cleaning. Passing raw chicken to the second group of workers. Back end operation-second stage. Spicing up the made pieces. Mixing up with herbs -in context to hygiene. Breading chicken with different flours as needed. Quality check. Putting it in the grills and at last in the machines. Chicken is ready. Process . 1. Organising bulk stock, machineries, shop maintenance. 2. Maintaining coordination among staff members 3. Recruiting new employees, training processes 4. Implementation of policies by the head management or owners. 5. Maintaining hygiene 6. Measuring performance, 7. Implementing and working with management and operations parameters. Table of contents Introduction……………………………………………………………1 Market analysis………………………………………………………...1 Objective……………………………………………………………….2 Questions to be Answered……………………………………………..3 Methodology…………………………………………………………..3 Problem-according to Benny’s………………………………………...3 -according to customers……………………………………... 4 Analysis from market point of view…………………………………...4 SWOT Analysis. Analysis from operational point of view………………………………5 Analysis of quality (Garvin’s eight dimensions)………………………7 GAP Analysis………………………………………………………….8 Recommendations …………………………………………………….10 Conclusion……………………………………………………………..10 Survey summary……………………………………………………….11 Survey –Bristol citywide retail survey………………………………...13 Bibliography…………………………………………………………...14 Manager’s interview…………………………………………………...15 Employee’s interview………………………………………………….16 Appendix-1…………………………………………………………….17 Appendix-2…………………………………………………………….18 ----------------------- Customised Standardised High street restaurant Low priced restaurant Low priced restaurant Benny Subway/KFC High street restaurant Shopper survey result- People feeling safe/very safe during the day Clifton village Bedminster Gloucester road Queens road Shirehampton Shopper survey result- People feeling safe/very safe during the night. Clifton village Bedminster Gloucester road Queens road Shirehampton 100% 99% 99% 99% 99% 79% 73% 73% 74% 28% 1. According to Benny’s. 2. According to customers. According to the manager steep decline According to the Customer, quality of in sales since long period of time is product and the service at Benny’s is the the major problem. Problem. .