DESIGN AND LAYOUT

(HTF 622)

INDIVIDUAL ASSIGNMENT

PREPARED BY:

FACULTY: FACULTY HOTEL AND TOURISM

PROGAMME: FOOD SERVICE MANAGEMENT (HM242)

NAME: MOHAMAD ZHARIF BIN ZAMUDIN

(2018435918)

GROUP: HM2424A2

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 Introduction.
TCRS Restaurants Sdn Bhd (doing business as The Chicken Rice Shop) is a company
incorporated in Malaysia, founded in June 2000. The Chicken Rice Shop (TCRS) is a chain of chicken
rice and Halal family restaurants in Malaysia. The Chicken Rice Shop serves the so-called
"grandmother's traditional Hainanese secret chicken rice recipe" and local Malaysian dishes. It was
started by Wong Kah Lin and her mother Gaik Wong, a former executive at KFC Malaysia. During
Taylor's Subang Jaya SAM 1990 Wong Kah Lin had already planned to open chicken business like her
mother. After class she could be seen holding note pad like want to take down some order from
lecturers and students. As at June 2018, with more than 100 outlets in South East Asia, TCRS is
currently the largest chicken rice restaurant chain in the world

As for this assignment, I have interviewed the chicken rice shop which is located at Mydin Mall
Taman Pelangi Indah, Ulu Tiram, Johor. As I am doing part time worked at here make it easy to identify
the SWOT analysis.

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Contents
Introduction. ......................................................................................................................................................... 2

Acknowledgement ................................................................................................................................................. 4

Contents (S.W.O.T Analysis) ............................................................................................................................... 5

i. Location Suitability ................................................................................................................................. 5

ii. The atmosphere of the restaurant. ......................................................................................................... 7

iii) Table layout, furniture and decor in the restaurant. .......................................................................... 8

iv) Menu options............................................................................................................................................ 9

v) Menu quality .......................................................................................................................................... 10

vi) Quality of service by restaurant workers. ........................................................................................... 11

Vii) Restaurant safety and hygiene .............................................................................................................. 12

Conclusion ........................................................................................................................................................... 13

References ........................................................................................................................................................... 14

Appendices .......................................................................................................................................................... 15

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 Acknowledgement
In preparation of my assignment, I had to take the help and guidance of some respected persons,
who deserve my deepest gratitude. As the completion of this assignment gave me much pleasure, I
would like to show my gratitude to Sir Noradzhar Baba for giving me a good guideline for assignment
throughout numerous consultations. I would also like to expand my gratitude to all those who have
directly and indirectly guided me in writing this assignment.

In addition, a thank you to manager chicken rice shop Mydin Taman Pelangi Indah, Sir Kamal
for giving me opportunity to interviews her outlet and provide me some experience to job for their
restaurant. That give me a lot information and new knowledge to finish this assignment. Also, not to
forget many people, especially my classmates have made valuable comment suggestions on my paper
which gave me an inspiration to improve the quality of the assignment.

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 Contents (S.W.O.T Analysis)
i. Location Suitability

STRENGHT WEAKNESSES
1) The restaurant strategic location. 1) Fast food store nearby.

The Chicken Shop placed was very strategic because Due to the convenience of this store near the fast
the restaurant is located near the entrance which on food store, such as McDonalds, KFC, Subway
ground level 1 at Mydin Mall. This restaurant attracts and other, it is difficult for this store to get many
more customer to come to because of the first sight customers.
customer will see at entrance Mydin Mall is Chicken
Rice Shop.

2) Parking location

The Chicken Rice Shop location was neared to Parking

location. This give advantages for this restaurant which
is customer do not have struggle to find parking and
provide comfort customers

OPPORTUNITY THREATS
1) Provide delivery 1) High Competition

The Chicken Rice shop provide delivery food through The Chicken Rice shop are located adjoining
foodpanda and grabfood. This give opportunity for Marrybrown. This become threat to Chicken rice
customer to take their order online. Besides that, shop to gain a greater number of customers.
because of the strategic place, the chicken rice shop can
cover area half area of Ulu Tiram. This help to generate 2) Pandemic issues.
more income and achieved target sales. Pandemic issues nowadays really effect The
Chicken Shop because of a lesser number come
to Mydin mall. The Chicken Rice shop had really
to Delivery systems to achieve their target sales.

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 3) Lack Delivery options.

The Chicken rice does not have its own food

delivery and relies heavily on foodpanda and
grabfood for their food delivery.

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 ii. The atmosphere of the restaurant.

STRENGHT WEAKNESSES
1) Friendly atmosphere. 1) Long waiting duration.

The chicken rice shop staff's staff service is When customers are full at the chicken rice shop,
friendly to ensure customers enjoy their food. new customers must wait a long time to wait.
The customer satisfaction is very important at the This makes it difficult for staff chicken rice shop
chicken rice shop. to serve their customers.

2) Local Staff.

This create a community feel among the

customer. The Chicken Rice shop will hire
employees who can communicate clearly to
customers.

OPPORTUNITY THREATS
1) Promotion and offer. 1) Unstable Economic.

The Chicken Rice shop make a promotion and Unstable economic especially nowadays due
offer to customer which is on Chicken rice day. COVID-19 have affecting the customer to eat
Usually chicken rice day occur once in two food as much as they want.
weeks or month. This opportunity helps to gain
more customer.

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iii) Table layout, furniture and decor in the restaurant.

STRENGHT WEAKNESSES
1) Quality equipment and furniture. 1) Do not have optional door for stock entry.

All equipment and furniture at The Chicken rice Once the stock delivered to chicken rice shop, the
shop are branded and have a good quality. It also staff need to carry out the stock immediately to
to ensure long last equipment and furniture. storage. Sometimes, it interferes with the comfort
of the customer who is there.

2) The narrow space in the restaurant.

it makes it difficult for staff to pass and take

orders towards customer .Thus, the chicken rice
shop a place not suitable for children to play
cause of it make hard for staff working there in
narrow space.
OPPORTUNITY THREATS
1) Optionally place for customer. 1) Social distance among customer.

This is to make it easier for customers to choose Covid-19 nowadays, the chicken rice shop
whether they want for couple or family seat. it provide layout that follow SOP that have being
also provides baby chairs to makes it easy for ordered by government. All the equipment is
customers to enjoy their food. being sanitize every time to make customer keep
safe.

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 iv) Menu options

STRENGHT WEAKNESSES
1) Seasonally Menu 1) Customers come seasonally.

The Chicken Rice Shop have seasonal menu The Chicken rice shop hardly to achieve target
which is it can have opportunities for bringing in sales during normal day. This is because of
guests with special, seasonal menu options. The majority population at there are works and rarely
Chicken rice shop loyal guests will renew their comes to the Mydin on weekdays.
love toward the shops. The Chicken rice Shop
establishment with the limited-time offerings,
and new guests could be inspired to come in
because of the seasonal connection.

OPPORTUNITY THREATS
1) Healthy menu options. 1)

The Chicken rice shop provide meals which is

balanced and healthy. This to have awareness for
the customer who want to eat a healthier food.

2) Various menu.

The chicken shop provides various menu for the

customer. As it not only served chicken rice, it
also provides breakfast and teatime meals. This
to attract more customer.

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 v) Menu quality

STRENGHT WEAKNESSES
1) Local resource and Ingredient. 1) Lack of menu ingredient.

This is to ensure that the food produced can This restaurant really to make sure all the menu
was prepared according the SOP of menu to
satisfy the tastes of the customers. All the menu make sure there no waste of ingredient which it
ingredient was prepared well by kitchen staff. can give loss.
OPPORTUNITY THREATS
1) The customer can return and have a new 1) The staff of chicken rice shop aware about
product if they got feel something wrong to the expired product. The assistant manager often to
food. This to make sure the customer gets do check up on the menu product ingredient
satisfied with the food they pay for. because of to keep the quality food and safe to
eat.

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 vi) Quality of service by restaurant workers.

STRENGHT WEAKNESSES
1) Local Staff. 1) lack of staff

This create a community feel among the The shortage of workers in the chicken rice
customer. The Chicken Rice shop will hire shop caused the existing workers to struggle
employees who can communicate clearly to to keep up the work and to cause fatigue.
customers. Thus, their motivation to work is less.

2) Loyal Staff.

The manager of The Chicken Rice shop, Sir

Kamal finding a worker who wants to work for a
long time in a chicken rice shop is a difficult task
where the workers are only temporary. This
cause a consistency among staff are hard.
OPPORTUNITY THREATS
1) Provide training. 1) The manager of chicken rice shop, Sir Kamal
keeps their staff in happy mood and give
The Chicken Rice shop provide training for new motivation to do work. This to keep their staff be
staff which is for the new staff can adapt to motivated and want to work for long time for the
environment. They also provide food handler Chicken Rice Shop.
certificate for new staff.

2) Provide staff meals.

All the staff at the chicken rice shop can gain a

free staff meal that have been provided during
their breaktime.

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Vii) Restaurant safety and hygiene

STRENGHT WEAKNESSES
1) Clean 1) Lack of bins for dirty plate.

The chicken shop restaurant hygiene is very When the restaurant filled by customer, the
place for staff to place a dirty plate a limited
important to ensure the comfort of customers and which only it only has 5 bins provided for dirty
the quality of food. A top management of the plate. This make the staff struggle to make sure
chicken rice will attend to restaurant once a when the bins nearly to full, they need to hurry
up pass toward steward to clean it.
month to make sure it keeps clean and neat
OPPORTUNITY THREATS
1) Have safety equipment. 1) A far of wastage area.

This restaurant provide fire extinguish and first The wastage area for the chicken rice shop are
aid equipment. This to make sure they can little far which is located at the end of Mydin
overcome if any problems or accident occurs mall .Every time the staff want to dump the
during staff doing their work. thrash , they have to make sure the restaurant
don’t have any customer.

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 Conclusion
In conclusion, there were a lot of worked to do to solve and overcome the weakness of this
Restaurant by Sir Kamal. I am very thankful to Sir Kamal to have talked about this restaurant. As I am
doing part time job here, this give me an experience to have atmosphere work in foodservice industry.

I also to thank to my lecture that provide guidelines to finish up this assignment. SWOT
analysis are very important because of it simple but useful framework for analysing organization's
strengths, weaknesses, opportunities, and threats. It also helps to build on what to do well, to address
what lacking, to minimize risks, and to take the greatest possible advantage of chances for success.

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 References.
1) https://www.thechickenriceshop.com/

2) https://franchiseek.com/franchise-news/chicken-rice-shop-in-regional-franchising-plan/

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Appendices.

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