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MIT Sloan School of Management Comparison study of two Italian restaurants: Vapiano & Trattoria Il Panino 15.768 Operations Management of Services: Concepts, Design, and Delivery Joao ViolanteIulian PogorTerence LamDori Davari15.768 Management of Services: Concepts, Design, and Delivery Vapiano vs Trattoria Il Panino 2 Table of Contents 1. Introduction ............................................................................................................................. 3 2. Operations ................................................................................................................................ 4 2.1 Vapiano ................................................................................................................................. 4 2.2 Trattoria Il Panino ................................................................................................................. 6 3. The four things a service business must get right ....................................................................... 8 3.1 Service Offering .................................................................................................................... 8 3.2 Funding Mechanism............................................................................................................ 11 3.3 Employee Management ...................................................................................................... 14 3.4 Customer Management ....................................................................................................... 18 4. Diagnosing Customer Variability .......................................................................................... 2015.768 Management of Services: Concepts, Design, and Delivery Vapiano vs Trattoria Il Panino 3 1. Introduction Our report compared the operations of Vapiano and Trattoria, two upscale Italian restaurants in Boston, and analyzed the differences in their operations and system designs. Through onsite visits (and actually tried their food and services), interview with store managers, and public information research, we were able to explore the operation strategies and assessed the strengths and weaknesses of the two operation models. While not necessarily one was better than the other, we analyzed the role of operations in complementing the strategy and the relative competitive strengths and weaknesses of each company. Our paper focus on the following areas in our comparison analysis: Service offering Employee management Customer management Funding mechanism Variability management As much as our team truly enjoyed the food for both restaurants, we also hope that you will enjoy the analysis of our report.15.768 Management of Services: Concepts, Design, and Delivery Vapiano vs Trattoria Il Panino 4 2. Operations 2.1 Vapiano VAPIANO “Va Piano, va sano, e va lontavno” (Go slowly, go healthily, and go far) Vapiano provides Italian fast casual dining experience with a nice and hip European setting. Originally based out of Germany, Vapiano has already expanded into more than 70 countries worldwide with a franchise concept and targeting another 100 expansion in United States, Europe and Middle East. Unlike normal operations of a traditional restaurant, Vapiano has a unique interface for customer orders and food preparing process. In fact, the operation of Vapiano is more similar to an upscale fast food restaurant. All stores have various modern architect styles but shared a common theme of having a tree as part of their décor to symbolize fresh food and natural beauty. Vapiano is highly selective in their store locations and only select high density downtown location with a nearby attraction (e.g. theater) to catch the high customer flow. Word-of-mouth is the predominant means of marketing whilst they publicize their expansion plans with flyers on the food trays. Operations The restaurant has a particular layout that is optimal for their operations and the floor plan is mainly divided between the food section and the beverage bar area. The food section is primarily composed of three separate counters, each individually serving either made-to-order pasta, pizza or salad. The customer flow process can be described with the following flow diagram:15.768 Management of Services: Concepts, Design, and Delivery Vapiano vs Trattoria Il Panino 5 Upon entry at the register, each customer was given a RFID chip card that will be used to process their own orders. Customers are first greeted at the beverage bar area to enjoy drinks before the meals1. The restaurant adopts a free seating policy and customers can choose to skip the bar area and go straight to the food sections. Other than the actual cooking process, most of the customer’s experiences in Vapiano are driven by customer’s self-service. For example, if a customer wants to order pasta, the customers will wait at the pasta counter for ordering and enjoy the process of how their food is being cooked in front of them. From Vapiano’s perspective, this structure reduces the labor and time required to bring food and drinks to the table. All food and beverage payments are made at the counters through the smart card and you only need to clear the bills before you leave Vapiano at the register. There are limited staffs around the dining area and mostly for clearing the trays when customers are finished with their meals. The major customer facing interactions are done through the cooks. The cooks control the bottleneck of the customer flow diagram and manage the flow turnover of the customers. The number of RFID chip card available is the same as the capacity of the store. Because of the free seating policy, it is common to share tables among customers and this allows Vapiano to maximize the use of their seating area. 1 Not all Vapiano restaurants have their beverage bars before the food section. Due to the store’s floor plan and entrance, the Boston store has the beverage bar on the side. Arrival Register Bar Food Section Register15.768 Management of Services: Concepts, Design, and Delivery Vapiano vs Trattoria Il Panino 6 2.2 Trattoria Il Panino Trattoria Il Panino “Trattoria Il Panino” (The bread roll of a small restaurant)


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MIT 15 768 - Vapiano & Trattoria Il Panino

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