Customer/Consumer possibilities that businesses offer nowadays (MFDC Technology).

Customer/Consumer

 

A customer is an individual
or business that purchases the goods or services produced by a business. The
customers within the Quick Service Industry and Coffee Industry are defined as
following:

–      
Franchisors/
Property Owners

–      
Consumers

–      
Shareholders/Investors

 

Franchisors

In the Quick Service Industry
and Coffee House Industry are mostly driven by chain companies, who each have
their own operating model. This operating model is both an abstract or visual
representation of how an organisation delivers value to its customers or
beneficiaries as well as how an organisation actually runs itself
(FranchiseDirect, 2016). A business can choose for a franchise, leasing or management
contract.

 

With a 20% of all total U.S.

franchise establishments, fast food (QSR) is the most common franchising
segment (Ibid). The coffee franchise industry is well-developed and
competitive, since coffee is the second most popular beverage in the U.S. The
increasing risks and uncertainty, result in owners who prefer leased or
franchise models (MFDC…)

There is an increase of
franchises, due to several benefits, such as; faster expansion possibilities,
lower costs for the owner, better market penetration and a greater commitment
of the employees.

 

Consumers

The consumer is a person who
purchases good and services for personal use (BusinessDictionary, 2017). In
this setting, the consumers would be the people who are buying or consuming the
service of the QSR and coffee houses. The consumer’s buying behaviour is
constantly changing based on the external forces and trends. A number of forces
are elaborated below;

 

Recent research shows that
teenagers and young adults have become increasingly aware of new products and
personalised products. They tend to search for unique products and they spend
hours shopping for themselves (Shand, 2016). This individualism is growing and directly
affecting the buying behaviour of the consumers. (MFDC SelfAwarenesss) The personalisation
of the consumers goes hand in hand with the technological possibilities that businesses
offer nowadays (MFDC Technology).

Consumers will be aware of this technological growth and will soon start to
demand it their day-to-day activities, such as in their local coffee house.

 

Co-creation

 

Customer loyalty programs are proven methods for growing and sustaining
market share (Forbes, 2017). However, a lot of companies see that capturing
returning guests is one of the most difficult challenges. Identifying,
rewarding and retaining your best customers is one of the hardest challenges
for any restaurant (QSRmagazine, 2013). Therefore, many companies have
implemented a loyalty program in their organisation. According to Colloquy, 54
percent of loyalty memberships are inactive, and many restaurant programs are
preforming even worse (ibid). The result of this force is that it puts pressure
on the Coffee and Quick Service Industry to recruit and maintain their loyalty
customers.

 

In the Quick Service
Community, speed of service has become a major priority for the fast-food
segment. Consumers are nowadays rushing through their lives and demanding this
from all operations throughout their day-to-day activities. Constant movement
is 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 why
these establishments create minimal seating area in their restaurant in order
to create a maximum turnover of consumers. However, business need to design
every touchpoint of the flow of activities to the speed of service, to be able
to satisfy their consumer on every level of their organisation (Fesmag, 2017

 

 

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