Company Background Information

Carls Oxford Diner - 4.5 Stars *****

291 Main Street, Oxford Massachusetts
Small sit down, breakfast diner
Casual environment
Yelp Information:
$ (under $10), Diner, American (Traditional)
Known for having large proportions

Big Is 2 Stars **
578 Main Street, Oxford Massachusetts
Breakfast diner, and lunch restaurant
Casual environment
Yelp information:
$ (under $10)

-1-
Organization Carls Oxford Diner

Organizing Idea Family-oriented breakfast diner

Service Concept Fast-paced environment where staff members make the experience enjoyable;
providing hearty portions, while guests feel content with the purchase.

Wooden tables and chairs Car/bicycle parking

Services Individual counter seating Coffee and tea
Provided High top seating Fountain beverages
Family-style wooden Booths Specials
Variety of sides Lunch items
Reasonable prices Multiple paying options
To-go foods Consistent, friendly staff
Efficient/competent staff Eggs
Bacon Pancakes
Omelets Sandwiches
Waffles French toast
Soup Coffee
Tea Milk
Juice Soda
Bagels Apparel

Services
Customer Experience Outcomes
Received
Observations Products
Tight environment Large portions
Specialty food options Filling food
Limited seating Multiple food options
Loud environment Benefits
Chaos Quick meals for busy patrons
Interactions Emotions
Seat yourself Unorganized
Friendly staff Overwhelmed
Public humiliation when plate is not Anxious
empty Intentions
Tell friends about portion sizes and
how good the food is
Judgements
Service is quick/efficient with order
-2- taking and preparing
Organization Big Is

Organizing Idea Breakfast and lunch served at a reasonable price

Service Concept Laid back breakfast/lunch diner where customers can enjoy a quick, inexpensive
meal.

Services Metal, family-style tables Fountain drinks

Provided Metal chairs Specials
Cushion, counter seating Lunch items
Coffee Extended hours
Omelets Cheap prices
Breads Clean environment
Bacon Variety of sides
Home fries Consistent staff
Juices

Customer Experience Outcomes

Observations Products
Services Unorganized A variety of options
Received Quiet environment Good size portions
Variety of meal options Benefits
Interactions Quick meal
Self-seating On the go options
Unfriendly staff Emotions
Unwelcoming
Overwhelming
Intentions
Will not return soon
Judgements
Service is slow

-3-
Carls Oxford Diner
Hygiene and Enhancing Factors

Hygiene Critical
High

Cleanliness Competence
Integrity
Dissatisfy

Neutral Enhancing
Potential to

Access Friendliness
Comfort
Functionality
Low

Low High
Potential to Delight

Cleanliness unorganized and greasy

Integrity staff takes pride in their food and service
Competence staff take pride in their food and always satisfy your hunger
Access on the main road but limited parking
Comfort tight space with hard seating
Functionality functional but small
Friendliness staff is always smiling

-4-
Big Is
Hygiene and Enhancing Factors

High Hygiene Critical

Cleanliness Friendliness
Functionality Commitment
Dissatisfy

Competence

Neutral Enhancing
Potential to

Comfort Access
Low

Low High
Potential to Delight

Cleanliness messy and beat up

Functionality fit for its service purpose
Friendliness staff is not welcoming
Commitment staff could be more devoted to the guests
Competence staff is incompetent
Comfort mediocre
Access easy to find, lots of parking

-5-
 Area Demographics

Oxford, Massachusetts
Census of 2000
13,352 people
5,058 households
3,596 families
Of the 5,058 households 34.6% of them had children under the age of 18 living
with them
The average family size was 3.12

Dudley, Massachusetts
Census of 2000
10,036 people
3,737 households
2,668 families
Of the 3,737 households 34.5% had children under the age of 18 living with
them
The average family size was 3.04
Nichols College
1,459 students

Charlton, Massachusetts
Census of 2000
11,263 people
3,788 households
3,045 families
Of the 3,788 households 45.3 had children had children under the age of 18
living with them
The average family size was 3.24

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 Carl's Oxford Diner Customer Lifetime Value
College Kids Townies (55+)
Lifespan 4 years 30 years
Visits per Year x2 x 24
Total Visits per Customer 8 720

Food Purchased Pancakes: $5.50 Omelet: $5.35

Beverage Purchased Juice: $2.65 Coffee: $1.65
Total Cost of Food and Beverage $7.60 $7.00
Total Visits x 8 visits x 720 visits
Total Spent on Food and Beverage $60.80 $5,040.00

Merchandise $20 $20

Times Merchandise is Purchased 10 % of time 20% of time
Total Spent on Merchandise $2.00 $4.00

Total Spent Over Lifespan $62.80 $5,044.00

Number of Customer per Party 1 2

Customer Lifetime Value $62.80 $10,088.00

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 Big I's Customer Lifetime Value
People Visiting Family Families
Lifespan 15 years 18 years
Visits per Year x2 x12
Total Visits per Customer 30 216

Food Purchased Little Big I: $5.50 Lumberjack: $8.25

Beverages Purchased Juice: $0.99 Chocolate Milk: $1.50
Total Cost of Food and Beverage $6.49 $9.75
Total Visits x 30 x 216
Total Spent on Food and Beverage $194.70 $2,106.00

Total Spent Over Lifespan $194.70 $2,106.00

Number of Customer per Party 6 4

Customer Lifetime Value $1,168.20 $8,424.00

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 Customer Lifetime Value

The impact of service scores on CLTV:

Importance of Loyal Customers (Only Carls Diner)

Meaning:
Carls Diner has done an impressive job of keeping their customers coming back time
and time again. If they continue to do this they will be saving themselves more money in
the long run because they will not need to advertise more.
Review:
Carls Oxford Diner: George D. Shrewsbury 5 Stars *****
I've been going to Carl's since a small kid and keep coming back for more. The size is
overwhelming, but you better finish it, or you might be asked to order from the kids
menu next time. Lol
Sources 1 & 2:
The Only 3 Strategies that Increase Customer Value
The second way to increase customer lifetime value is by retaining customers for
longer. It is true that it costs a lot less to retain a customer than to acquire a new one so
it is well worthwhile to spend some extra effort to retain the right customers.
Customer Lifetime Value: The Path to Profitability
The cost of retaining an existing customer is usually far less than the cost of acquiring a
new customer.

Importance of a Reliable Staff

Meaning:
People will come back if they had a good experience. A lot of the experience comes not
only from the product but also the service. Both Big Is and Carls do a good job of
having a good staff that helps to increase customers life time value.
Reviews:
Carl Oxford Diner: Katy P. Stoneham, MA 5 Stars *****
The staff was friendly, funny, and fast and we tipped them accordingly.
Big Is: K.B. Worcester, MA 4 Stars ****
So glad we came here and ate! Service was great, very friendly and attentive staff.
Source 3:
5 Ways to Increase Customer Lifetime Value
Employees should be seen as the most loyal of all customers. If your employees
evangelically promote your product it is more likely that customers will view the
product favorably and make a purchase, because these employees are seen as experts
on the subject.

-9-
Importance of Brand Trust (Carls Oxford Diner Only)
Meaning:
Carls Oxford Diner is really good at building up trust from their customers they know
what theyre getting. The review below is from Big Is yelp page and goes to show how
strongly people feel connected to Carls Oxford Diner.
Review:
Big Is: Stephanie R. Boston, MA 1 Star *
Came here because Carls was closed for the week and we needed breakfast.
Source 4:
Basics of Branding: A Practical Guide for Managers
There is no emotional driver more important for building a sustained relationship with
target customers than the feeling of trust. So many variables are at play for determining
the trust of a brand confidence, integrity, reliability, credibility, the level of certainty,
etc.

- 10 -
 Sources

1. The Only 3 Strategies that Increase Customer Value

Written by: Adam Ramshaw
http://www.genroe.com/blog/the-only-3-strategies-that-increase-customer-value

2. Customer Lifetime Value: The Path to Profitability

Written by: V. Kumar
https://books.google.com/books?id=k1KHFxS3gosC&printsec=frontcover&dq=customer+l
ifetime+value&hl=en&sa=X&sqi=2&ved=0ahUKEwjwofGK3ZrMAhVBNj4KHdVkCo0Q6AEI
NDAA#v=onepage&q&f=false

3. 5 Ways to Increase Customer Lifetime Value

Written by: Shane Gamble
https://www.sweettoothrewards.com/blog/5-ways-increase-customer-lifetime-value/

4. Basics of Branding; A Practical Guide for Managers

Written by: Jay Gronlund
https://books.google.com/books?id=NymCYXHNG6YC&pg=PT163&dq=importance+of+br
and+trust+in+customers&hl=en&sa=X&ved=0ahUKEwj92sijtKjMAhWQCD4KHe_-
C20Q6AEIMDAE#v=onepage&q&f=false

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Carls Oxford Diner Emotion Map
Positive Satisfied it was
Confident At ease
Emotion not longer
Go into
building that
Through Parking was Wait maybe 10
looks like a
Steps recommendations tough, on the minutes along Sat at a booth
train car and is
went to Carl's street the wall
about the same
size
Negative
Irritated Apprehensive
Emotions

At ease Content Peaceful Happy Happy Glad

I got the
Wait staff was Our drinks Look at menu,
Sat in front of Was pretty much in kielbasa
friendly and were refilled it is limited, but
the counter front of the kitchen omelet and it
attentive quickly wholesome
was great

Cheerful Euphoric Ecstatic Shock Accomplished Cared for

I was so full
that I did not
The wait staff
My friend got even eat my
seemed to be Wait staff
the order of sandwich, I
amazed by the personally
pancakes that Received huge asked to take it
Service was fast fact that I asked to make
came with portions home and the
actually sure I had
bacon and waiter said "so
finished my eaten enough
home fries you really liked
plate
your sandwich,
huh?"

Valued Happy Satisfied

Our enormous
omelets, sides
Establishment
of bacon, and
accepts all major I will be back
drinks were just The End
credit cards
over $25 for 2
people

- 12 -
 Carl's Oxford Diner
Organization: Service concept:
Process: Eating at diner
Laid back breakfast/lunch diner where customers
Townies can enjoy a quick, inexpensive meals.
Customer:
Score Messages Emotions
Customer Journey
+ 0 -
A well-known, welcoming
Through recommendations went to Carl's * environment
Confident

Carl's makes due with the parking

Parking was tough, on the street * they have
Irritated

The appearance of the building does

Go into building that looks like a train car and
is the same size * not represent the outcome of
services received
Apprehensive

Although there is a wait, it is worth

Wait maybe 10 minutes along the wall * it
Satisfied

Sat at a booth
* Variety in seating At ease

Sat in front of the counter

* Variety in seating At ease

Customers can know the food is

Was pretty much in front of the kitchen
* fresh
Content

Wait staff was friendly and attentive

* The wait staff wants to be attentive Peaceful

We want to make sure guest is

Our drinks were refilled quickly
* happy with quick service
Happy

Want to have a variety of options

Look at menu, it is limited, but wholesome
* for guests
Happy

I got the kielbasa omelet and it was great

* We care about the taste of our food Glad

My friend got the order of pancakes that We want to make sure the guest
came with bacon and home fries * gets plenty of food
Cheerful

Service was fast * Service is important for us Euphoric

Received huge portions

* We care about portion sizes Ecstatic

I was so full that I did not even eat my

sandwich after the sides, I asked to take it We want our guests to be full, but
home and the waiter said "so you really liked * we like to joke around with them
Shock
your sandwich, huh?

The wait staff seemed to be amazed by the The portions are huge, so most
fact that I actually finished my plate * people do not finish
Accomplished

Wait staff personally asked to make sure I Staff is always open to offering
had eaten enough * more food
Cared for

Our enormous omelets, sides of bacon, and

drinks were just over $25 for 2 people * Cheap prices for good quality food Valued

Establishment accepts all major credit cards * Want to be convenient for all guests Happy

I am worth the time and money put

I will be back
* into the restaurant to have a great
experience
Satisfied

Overall evaluation One of the best diners around Massachusetts

- 13 -
Big Is Emotion Map
Positive
Excited At ease Satisfied Confident
Emotion
Asked for new
Ordered our
Waitress came coffee because
Steps Arived at Big I's Sat myself drinks and
over right away it tasted like it
coffee
had been
Negative
Cheerless
Emotions

Informed Amused
Told it was
Mentioned to
Received Waited forty Order was going to be
Ordered our the waitress
silverware and minutes for wrong and not another 20
meals about the
menus food hot mins for new
problem
food
Infuriated Outraged In charge Helpless

Proceeded to Received Was given a

Continued to
Kept the meal I ask for new unnecessary new set of Finished our
eat my
was given silverware attitude from moderatly meal qucikly
breakfast
because staff clean

Displeased Disgusted Degraded Frustrated Unsure Rushed

Paid the Left the diner

Ran to the ATM
restaurant in and will never THE END
inside
cash return again

Annoyed Bitter Regret

- 14 -
 Organization: Big I's Service concept:
Process: Going to the restaurant
A small sit down breakfast diner that consists of a
Families and Visitors wide variety of options that come in large portions.
Customer: passing through
Score Messages Emotions
Customer Journey
+ 0 -

Arrived at Big I's * Welcoming all passing through Excited

Allow customers to feel like they

Sat myself * have a say in their experience
At ease

Waitress came over right away * Pays attention to new customers Satisfied

Ordered our drinks and coffee * Get things started quickly Confident

We do not pay attention to what was

Asked for new coffee because it tasted like it
had been sitting over night * made when
Cheerless

Must give the customers something

Received silverware and menus * to order from
Informed

It is breakfast time and we are

Ordered our meals * hungry
Amused

We do not care what it takes to get

Waited 40 minutes for food * money
Infuriated

Serve the food even if its been sitting

Order was wrong and not hot * out
Outraged

They did not check/pay attention to

Mentioned to the waitress about the problem

* orders before bringing them to the
tables
In charge

They were not willing to make their

Told it was going to be another 20 mins for
new food * mistakes a priority
Helpless

The waitress did not care about how

Kept the meal I was given

* the food tasted just the money
Displeased

The staff did not find priority in

Proceeded to ask for new silverware because
original ones were dirty
* making sure dishes were clean for
their customers
Disgusted

Waitress we had did not want to put

Received unnecessary attitude from staff

* in extra work to guarantee
satisfaction
Degraded

It does not matter what is clean or

Was given a new set of moderately clean
silverware
* dirty just use what it put in front of
you
Frustrated

Next time I will choose else where for

Continued to eat my breakfast * a nice meal
Unsure

Just wanted to leave breakfast and

Finished our meal quickly * continue the day
Rushed

They do not accept cards but

Ran to the ATM inside

* provided an ATM inside for ones who
do not carry cash
Annoyed

They do not care if the only cash

payment is an inconvenience for
* anymore because it is better for
Bitter

Paid the restaurant in cash them

I am not worth the time or money to
Left the diner and will never return again * the restaurant
Regret

A diner with poor hygiene, lacking in friendly staff and long wait times for
Overall evaluation mediocre or terrible food.
- 15 -
 Success Plan for Big Is Diner

4 Primary Service Related Issues

Cleanliness
Friendliness
Competence
Commitment

Performance Measures
ATP (adenosine triphosphate) swab
Customer Experience Survey through email
Employee Training Day
Employee Recognition Program

Big Is Service Concept: A small sit down breakfast diner that consists of a wide variety of
options that come in large portions.

Customer Lifetime Value Improvements

Big Is total visits per family and visitor demographics: 246
Carls Oxford Diner total visits per college kids and townies: 728
Big Is total spent by family and visitor demographics: $9,592.20
Carls Oxford Diner total spent by college kids and townies: $10,150.80

Cleanliness Improvement Plan

Quantity Performance Measure
We will be using an ATP (adenosine triphosphate) swab, which is a biological
indicator that shows how much organic matter, dead or alive, is on a surface. Basic
use is easy. Swab the surface, snap the swab to release the reactive agent and insert
it into the hand-held tester. The tester then reports whether ATP is on the surface
and how much there is. This tool is especially useful as a baseline to determine
whether the cleaning methods are effective. Incorporating this test will help keep
customers coming back and giving higher reviews.

These two reviews both only received 1 star. In both of the reviews a big issue is that
the establishment is not a considerably clean space. If this was not an issue the reviewer
may have given Big Is more than one star.
Yelp Review by Bob S. from Winchester, VA Big Is
1 Star *

Food was horrid, the service sucked, and the place was just. Dirty. I
recommended that you stay away from this place.

- 16 -
 Trip Advisor Review by Nuengyanke Big Is
1 Star *

Rude owner, indifferent waitresses, greasy, lukewarm food, dirty

flatware, cups and plates. Truck stop atmosphere lack of adequate
seating.

The review below was written about Carls diner. The customer reveals that Carls isnt
that clean but it doesnt bother them because there are so many other good things
about Carls. Due to this the reviewer still gave Carls Diner 5 stars.
Yelp Review by Scott L. from Providence, RI Carls
5 Stars *****

The place was very New England style diner car, not very modern or
clean looking (which I wouldnt expect nor would I want it any other
way)

Friendliness Improvement Plan

Quality Performance Measure
To improve friendliness we are going to ask specific questions regarding the
customers interactions with the server.
Was your server warm and welcoming?
Were they pleasant?

One thing that Carls Diner has that Big Is does not is that they have a great staff. The
friendlier the staff is the more likely a guest is to come back. A good staff interaction can
make or break an experience.

If Big Is was able to increase the amount of times they had families coming on a regular
basis by 2 then they would increase the Lifetime Value of families by twice as much.
Families would spend $16,848 in their time going to Big Is as opposed to $8,424.

Yelp Review by Rudolf G. from Douglas, MA Carls

5 Stars *****

We love going to Carls diner. Massive portions, great food, friendly

staff.

The review below shows that because of friendly staff a reviewer gave Carls 5 stars.
Friendliness is definitely a spot where Big Is is lacking and if it was improved their
business and revenue from customers would increase.

- 17 -
Competence Improvement Plan
Quality Performance Measure
To improve competence we are going to host a training day for all employees and
new hires will be given a mentor for their first 4 shifts.

These two reviews both only received 1 star. In both of the reviews it showed that the
staff at Big Is did not pay attention to the details of the customers orders.

Yelp Review by Thomas C. Big Is

1 Star *

This is one of the worst places I have sat down at in years. The order
was not only wrong when I pointed it out to them they then countered
with I'd have another 20 min wait to get my order right. I stuck with
what they brought and it was horrid.Stay clear away from this place

Yelp Review by Jake M. Big Is

1 Star *

Food was bad. Pancakes very dry and coffee tasted like it has been
sitting for days.

Yelp Review by Dee J. Carls

5 Star *****

Love me some Carl's. Food came out quickly, our waiter was hopping
around like a jackrabbit keeping up with the crowd. Kept my coffee
filled.
My only complaint is they got rid of their hash. I guess it has been gone
for years, but I was still disappointed, since it has been years since I
had been there.
Our food was great, the helpings were as big as I remember, and the
service was fast and friendly. Definitely should try it out if you have
never been

In order for Big Is to make a profit higher than Carls Diner is if they got their level of
competence up. Between the three reviews it is clearly shown that Big Is diner does not
pay attention to what the customer ordered and instead they made a breakfast dish to
what they pleased and then did not make fixing their mistake a priority. Also the
comparison with coffee, although it seems like a small asset it is a big deal when it
comes to the early morning meal. At Big Is it was described as it tasted like it had been
sitting out for days, therefore the staff is not paying close enough attention to small
details such as when they made their coffee and when they should be making more. On
the other hand Carls Diner was refilling the customers cups without them having to

- 18 -
 ask. The small things make the biggest differences and it is noticeable in the number of
stars the customers gives each diner.

Commitment Improvement Plan

Performance Measure
We are going to motivate the employees by creating a recognition program. Employees
will compete to the best in different aspects of their jobs.
Most customers served
Highest rating on the customer survey
Most helpful to other staff

Yelp Review by Andy S. Woodstock, CT Big Is

1 Star *

This is one of the worst places I have sat down at in years. The order
was not only wrong when I pointed it out to them they then countered
with I'd have another 20 min wait to get my order right. I stuck with
what they brought and it was horrid.Stay clear away from this place

This review shows the lack of commitment Big Is has for their guests. Although the servers
cannot control the food, they can absolutely control the speed of the service and whether
something goes wrong with the food. The food is something the management can fix by
buying better food from wholesalers or just simply not serving the food that customers do
not like.

Yelp Review by Dee J. Carls

5 Stars *****

Love me some Carl's. Food came out quickly, our waiter was hopping
around like a jackrabbit keeping up with the crowd. Kept my coffee
filled.

This review simply states that the staff is absolutely committed to making sure the
customers are getting the best service despite the circumstances of it being a tight-knit
environment. They want to make sure the coffee is filled or that the food is delicious and
comes out within a reasonable time if not quicker.

- 19 -
 Closing Summary

We are planning to meet on Thursday to use the green screen room and fully
develop our video with explanations of each, individual step that will conclude us to believe
Big Is can increase its positive reviews if it follows the appropriate measures. We also plan
on refining our sections to ensure every step is up to par.

- 20 -