1.0 COMPANY’S BACKGROUND
Nando’s is an international casual dining restaurant chain that the origin located in South Africa. The logo of this restaurant is based on the Rooster of Barcelos. The restaurant was founded in 1987 in the Johannesburg suburb of Rosettenville, which already 31 years of establishment. As for 2017, Nando’s operates over 1,000 outlets in 35 countries with an employee base of 45,000 people.
The story began when Fernando Duarte who is Portuguese-born audio engineer took his entrepreneur friend that is Robert Brozin to a Portuguese restaurant called Chickenland for a meal. After they trying the chicken with peri-peri, they bought the restaurant for about 80,000. Then, after Fernando’s first son was born they renamed the restaurant to Nando’s. There were four outlets after two years establishment which three restaurants located in Johannesburg and one restaurant in Portugal.
From the beginning of establishment, the founders wanted Nando’s to be more than chicken and profit. In the early days, the slogan that they used was “have fun and then make money” but always in the right way which means that by giving people opportunities and making a positive impact to their lives.
Nando’s specializes in flame-grilled peri-peri chicken dishes with lemon and herb, mango and lime and also with medium, hot or extra hot HYPERLINK “http://en.wikipedia.org/wiki/Piri_piri” o “Piri piri” peri-peri marinades. Nando’s has other flavour options like mango and lime or Mediterranean in some countries. The chicken is served in quarters, halves, wholes, and butterfly breasts which it is only available in UK, Ireland and South Africa only. Other than that, Nando’s also serves burgers, pitas, salads, wings and wraps. In some countries, Nando’s sells chicken livers, HYPERLINK “http://en.wikipedia.org/wiki/Espetada” o “Espetada”Espetada (a large stand with a skewer of chicken breast and grilled peppers) and Cataplana (a chicken and rice dish served in a traditional Portuguese copper dish).
Our quirky Nando’s font was inspired by the tradition of sign-writing in Southern Africa. Marks Salimu, an artistic and humble man, classically trained as a sign-writer is the person behind it. Marks hand-painted all our letters and characters onto wooden panels and these were turned into a font.
Nando’s has been established since 1998 in Malaysia. As of May 2015, there were 69 restaurants operating throughout the country. Mac Chung Lynn is the director and Group CEO of Nando’s Malaysia and Singapore. She was born in 1978 in Petaling Jaya, Malaysia. She had her primary and secondary education in Methodist Primary School, the Garden School, and a boarding school in England. Afterward, she moved to London to study architecture at the University of Wales, in Cardiff. While studying at Wales, she was a customer of the Nando’s eatery.
On one occasion her father visited her there and he tasted Nando’s for the first time in London and he fell in love with the food. After that, he called the manager over, inquired about the South African-based company and a month later, her brother was negotiating for Nando’s franchising rights in order to run the Nando’s branch in home country Malaysia. She go back to Malaysia because she want to open first Nando’s restaurant here which was located in Bangsar. Currently, Nando’s Malaysia has become a household name and the best amongst others in the country. Nando’s also had start up the business in Singapore.
After more than 17 years in the business, and currently with 69 Nando’s outlets in Malaysia and 11 in Singapore under her belt, Mac is also one of the most established female entrepreneurs in Malaysia.
2.0 DETERMINANT OF SERVICE QUALITY
Service industry plays an increasingly important role in the economy of many countries nowadays. In today’s competitive environment, delivering high quality service is considered as an essential strategy for success in a business. Zeithaml, Parasuraman and Berry had found five dimensions that customers use when evaluating service quality after extensive research they through on 1990. They named it as SERVQUAL. It consists of reliability, empathy, tangible, responsiveness, and assurance. Here, if the service providers able to reach these dimensions in the right way, the customers will become loyal to them. It is because they had received good service quality and satisfied with it.
Company just need to focus on certain part of the dimension but at the same time they do not ignore the others too. They must know which dimension that they expert and be more focus to it because not all of the dimension are important to all the customers.
2.1 SERVICE QUALITY OF NANDO’S
Reliability is ability to perform the promised service dependably, accurately and consistently, this means doing it right over a period of time.
There is loyalty programme in Nando’s named Peri-Vilege Loyalty Programme which gives guaranteed returns. Firstly, customers need to download the Nando’s App and register for their account. Next, they just have to eat chicken and collect chillies. Just with each visit, customer will get one chilli. Every time they collect three chillies which for 3rd, 6th and 9th, they will earn rewards. As for the 3rd chilli, customer will get a ¼ chicken, for the 6th chilli they get a ½ chicken and for the 9th chilli they get a whole chicken. In order to redeem the rewards customer need to flash member ID when placing order and inform the staff that they would like to redeem the reward.
Responsiveness is prompt service and willingness to help customers. Speed and flexibility is very important. It is very important customers feel the providers are responsive to their requests. Not just emergencies cases only, but everyday responses too.
In term of social media, in their Facebook page they stated that they typically reply within a few hours where this showed that they really concern to their customers. They also has online chat that is available from Monday to Friday starts at 9.30 am until 5.00 pm. Customers may visit to Nando’s website to get more information about the restaurant and also their social media such as Facebok, Twitter and Instagram. They will reply and response to all customers complaint and feedback on social media. For example, there is a complaint on Facebook from customers which stated that slow service because she only get her food after 45 minutes. Nando’s replied to the comment by asked for apologise and ask the date and time she come to the restaurant. Then, Nando’s will convey her feedback to the team.
Other than that, fast food restaurants that provide delivery services are good thing. This because it make customer feel convenient. Here, Nando’s provide delivery service which they own the delivery service. The minimum order of RM26 which is exclusive of 6% SST. The delivery fee is RM3.77. Customers can order through call Nando’s or through website. First step is customer need to sign up or login, choose the order, confirm the order and lastly wait for the delivery. They also working with a company called Deliveroo for a few restaurant. Deliveroo is the only authorised delivery partner for Nando’s.
Nando’s is one of fast food restaurants that have mobile apps that are suitable with this new era. As we know that people nowadays are too busy working, studying and with other commitment so they are more prefer food provider that can take their orders through online. It saves their time and energy too.
Empathy is caring, individualized attention to customers. Provider employees should be trained how to interact with customers and their end-users.
In Nando’s, they have a special menu for kids which named as Nandino’s. they designed the meals for kids under 10, with a bunch of different options for their younger customer. Nando’s had provide different menu for kids meal because the food is more suitable for them which more healthier than the original set of menu.
Furthermore, for customer who have food allergy they may check the ingredients of the menu before buy it. Nando’s provide ‘Food and Menu Specification’ book in every restaurants which will help customers to know the ingredients that they used in serving their food. If customers have an allergy, they must inform to the staff while make an order so that they can double sure that the meal is well prepared.
Eventhough Nando’s are not a vegetarian restaurant, but they also offer non-meat products. They served suitable menu for vegetarians which they take specific steps to segregate non-meat from meat products. Customers need to tell to the staff that they are vegetarian while ordering which just to ensure they are extra careful in preparing the food.
This company also provide highchair for kids which will really very useful for family who eating here. It make parents easy to put their kids at this chair and eat in convenient situation.
Assurance is the knowledge and courtesy also politeness of staff and their ability to inspire trust and confidence. Service providers are expected to be the experts of the service they are delivering. Service providers must communicate their expertise and competencies before they do the work.
In fast food industry, serving halal food is necessary to ensure the cleanness of the products. Nando’s restaurant serves halal chicken which they publicise about the halal through the entrance of the restaurants, on halal page of their website and display certificate from their supplier, Cargill Freemans which certifying that the chickens are supplied by them. For Muslim country such as Malaysia, they are too concern about halal logo of food products especially for products that comes from overseas. They will search information about the products if they feel unsure of it.
Apart from that, Nando’s staff had through a learning curve in order to create consistent guest experience and helping them understand Nando’s properly. This company had train their staff to served first-time customer well. For example, once the customers enter the restaurants, staff will ask if it is their first time or not. If yes, they will guide them start from placing an order and encouraging them to eat with their hands. As a proof, there is a Twitter user suggests to all people to go Nando’s at One Utama. It because of he said that the staff there is customer friendly and provide very good services.
As we already known that Nando’s specialises in flame-grilled Peri-Peri chicken. Their staff are well train to serve the chicken and maintain the quality of grilled chicken. For example, there were top 3 grillers who represent Malaysia at the International Master Griller’s in Sydney, Australia which come from Nando’s chef.
Tangible is physical facilities, equipment, staff appearance, and the physical evidence of the service which conveys both functional and symbolic meaning. Service providers will always want to make their employee’s appearance, uniforms, equipment, and work areas on-site look good.
Nando’s employee’s wearing maroon and black uniform, cap and apron.
At Nando’s, there are other facilities such as sink, toilet, toilet for disable visitors, baby changing facilities. The restaurant is spacious, dimly lit with air-conditioner blasting in full speed. There are a few seating available such as comfortable sofa seat, long wooden communal tables and simple wooden tables and chairs. Despite being a fast food chain, each one of their restaurants has its own special design but share the same earthy textures and colours that remind us of the sunny Afro-Portuguese roots and many feature original South African art and unique design touches. There are also plenty of African ethnic decoration items being displayed in the restaurant partnered with exposed bricks and wooden planks walls.
For the design in the restaurants, Nando’s quirky font was inspired by the tradition of sign-writing in Southern Africa. Marks hand-painted all of the letters and characters onto wooden panels and these were turned into a font. Even this company had been established for a long time and had faces different business situation, but they still keep on using the characteristics that represent the origin of this brand.
In conclusion, this five SERVQUAL dimensions are used to measure the gap between customers’ expectation and their perception of actual service they received. When service providers applied this service quality over time, it may help them to understand more on customer expectations and their satisfaction also other areas that need to be improve.
Company must develop good strategy to keep sustain in this competitive market. They also must concern about the customer’s feedback and response, any complaint about service delivered to customers. Dissatisfaction from customers and there is no corrective action taken by managers will make company lost customers and hard for them to get their trusts to company’s brand.