2014

Birmingham City University Business School

Mihai-Andrei Tiu BA (Hons.) Marketing, Advertising & PR

Module: Service Design

[CAFÉ ROUGE SERVICE DESIGN REPORT]

Submitted by: Andrei Mihai Tiu (Student ID No: s13161817) Submitted to: Prof. Barny Morris

Date of submission: 7th of April, 2014

Contents:

1. Introduction 2. Exploration

2.1. Primary research a. Observation b. Persona identification c. SERVQUAL Analysis d. A day in life

2.2. Secondary Research a. TripAdvisor 2.3 Problem Identification

3. Creation 3.1. ATONE 3.2. Brainstorming 3.3. Stakeholders Map

4. Reflection & Conclusion a. Self-reflection b. ALS Feedback

5. Implementation 6. Conclusion 7. Appendix

a. Observation b. Customer feedback

8. References

1. Introduction

Being one of the big restaurant/bar/café chains in the UK- having over 120 locations, I have chosen

Café Rouge to be the subject for my Service Design analysis as it offers a very good observation, comparison and contrasting opportunity in terms of service delivery and brand fluency. Moreover, with

competitors such as Wetherspoons or Bella Italia, the challenge of identifying the certain characteristics of service that makes the brand unique from them becomes even more engaging.

In terms of analysis, the reason why I chose exploration techniques such as Persona Identification,

“A Day in life” or Observation is because I see these as being the more eloquent considering the lack of access to a significant number of people to interview, as well as I think they appeal best to the kind of

business explored – café/bar/restaurant. Additional information has been taken from TripAdvisor, as this is the best place to look for customers’ reviews.

Looking at the Creation process, I chose using AT-ONE analysis and Stakeholders Map in order to

be aware of all the factors involved in the process, and be able further to brainstorm along with my ALS ideas that could solve the problems identified, and improve the fields that seemed to allow it.

2. Exploration 2.1 Primary research

2.1. a. Observation – refer to appendix 6.a

After pursuing the Observation research technique as a participant, it can be stated that, from a

customer expectation perspective, Café Rouge would position itself between the Experience-based and Normative “should” expectation level. This is primarily due to its higher prices compared to its

competitors, that are justified by the presence of the waiting service and different, “specific” menu (opposite to Wetherspoons). The brand is fluent through its different locations both in Birmingham and

London. However, comparing and contrasting the experiences, it can be stated that in its case, the amount of customers found in the restaurant is highly important in order for the service to be

delivered perfectly and fit to the restaurant’s concept and atmosphere. My expectations were met in most cases, however, there is room for certain improvements both in the tangible and intangible goods delivery.

Service Environment – Holistic view

Overall, the atmosphere in Café Rouge is giving both a sense of intimacy and quite a bit more elegance than its competitors – e.g. Wetherspoons . With the low-tempo music in the background, it encourages talking, without customers having to make an effort to hear each other, and also induces

the state of relaxation which most of its target market would like to achieve as part of their

expectations. The Message-creating Medium transmits, through furniture, level of sound and choice of colours a higher standard of service than an average café, and also a taste of French experience.

From an Attention and Effect-Creating perspective, the brand engages with its customers from the very beginning through well-trained staff, and also, the use of certain decors and the level of light. Entering the restaurant is a critical moment of truth, as the first impression communicated has to match the brand values by all means. Also, the proximity of tables and the general atmosphere (buzzing or quiet) suggest the kind of experience to be expected, as well as the level of attention the individual customers will receive from staff.

Menus

Lecture Slides, week 3

http://www.mcarthurglen.com/

http://www.theprintworks.com http://www.theprintworks.com

Even though Café Rouge doesn’t have too many special offers,

when given the occasion they most times customize their menus in order to make the dining experience unique. The “Prix Fixe” and

“Menu du Soir” menus are linked to their constant promotions for lunch and evenings, while Mother’s day menu – for example is linked

to their Mother’s Day event. From a marketing mix perspective, the use of the 4 P’s can be

adjusted for obtaining better results. In terms of price, this seems to be set right as the product is high quality. Moreover, in building the value that justifies the price an additional P – people, has a great contribution, as the service provided with the physical product – food/drinks is of a higher than average quality.

One aspect that needs more focus on is Promotion, as the lack of customers at certain times of the day suggests that even though there are certain offers at noon, for example, they are not marketed

efficiently as to attract enough people.

Another additional P – Physical Evidence could benefit from a stronger focus on it. Even though tangible proof is supporting the offers – menus for certain events for example, the classic ones do not suggest the “higher than average” quality of service that is going to be provided as well as quality of food and experience.

2.1.b. Persona Identification

Taking into consideration the typical persona for Café Rouge, it is a middle-class man or woman, in the age range 25-60. The reason for visiting the place can vary from casually serving a coffee or drink,

to having a lunch or dinner in a cosy and relaxing atmosphere alone or with friends/family, while experiencing the taste of French cuisine. It can also be the good place for a casual business discussion,

as it offers a certain degree of intimacy and quietness, while the atmosphere is calm and welcoming. As the restaurant keeps the traditional appearance, the typical customer would most probably be someone who is more conservative and doesn’t have expectations regarding the delivery of service in an innovative

way but rather in the traditional manner. For this type of customer receiving an exceptional service is of a high importance,

as well as having the opportunity to discuss with his/her meal partner(s) – which means the music should be low, or simply relax

after a day of work and stress. Let’s think of Laura as one of Café Rouge classic Persona.

She is an Executive, working from 9 a.m – 5 p.m. She is one of the

http://candicebeever.wordpress.com

http://www.digitangle.co.uk

http://www.drivingir.com

young customers from Café Rouge, being 28, and she just got engaged. She is preoccupied with healthy

eating, although she makes exceptions from time to time, she likes going out with friends and likes trying new things when given the occasion, but she never runs the extra mile in order to do it – it has

to be convenient and with a minimum risk of dissatisfaction. She likes buying average brands – not necessarily luxury ones, but the ones she considers give the right value for the price. She also visits

restaurants such as Del Villaggio, where she feels she is treated nicely by staff, relaxes and enjoys good food. On weekends she usually goes out with her fiancé and their friends. She often buys The Sun and

Daily Mail, listens to pop music and reads Vogue Magazine, as well as OK!

2.1.c SERVQUAL Analysis – also refer to appendix 6.a

Going further to the SERVQUAL Analysis, the café surprised in both good and bad ways after the

primary research. Even though the necessary number of people was not used in order to obtain the gap value, it still gives a good insight into the service that can be linked to both Appendix and

Secondary Research results, facilitating a more objective and broad problem identification.

Attribute How can you observe the attribute?

What do you expect?

What was your actual experience?

How would you rate the attribute’s relative

importance?

What overall rating will you give?

(1) Poor

(5) Excellent

Reliability 7 7 7.5 8 1 2 3 4 5

Assurance 7 7 7 7 1 2 3 4 5

Tangibles 6 8 7 8 1 2 3 4

5

Empathy 7 8 8.5 8 1 2 3 4

5

Responsiveness 7 8 8 8 1 2 3 4

5

Having quite a common look from the outside, differentiating mainly through the French name

and choice of colours, one could not have very high expectations from the service inside, however should expect a good experience.

The responsiveness of staff was slightly higher than expected as they were very flexible and paid attention to customers’ needs. This also brought a plus in their empathy level, both of them be ing

very important in maintaining the good customer experience and relationship with staff. The bad aspect that the restaurant should work on improving, to which I will refer later, is

related to their tangibles (e.g. Menus), which are not suggesting the brand positioning and quality to be expected in the most efficient way. In both positive and negative cases, the Customer Gap 5 generated between the expected and actual service was small, being in the zone of tolerance. However, when the service exceeded expectations the plus in value delivered was bigger than the minus the tangibles category generated.

2.1.d “A Day in life” exploration technique

Using “A Day in life” technique we can calibrate the service better in order for the restaurant to deliver the right value to its customers.

Considering the target market and the area of services they deliver, together with the promotions they have on the menu – which don’t vary much, some ideas can be shaped depending on the moment of the day

the customer comes in. In the morning, the opening hours are 9:00 o’clock. This means that for most

people from the customer segment they approach is little probability to come in and have breakfast or coffee. The bar/restaurant is most probably to have a more significant number of visitors after 12:00,

when lunch breaks start. For a typical Café Rouge customer, a day in life during week would be: Waking up at around

7:00 o’clock, having a sleepy shower, preparing breakfast and having coffee while watching the news and engaging with routine house activities – nothing spontaneous. Working hours usually start at 9:00, so by 8:00-8:30 they leave home. They spent a big amount of time in traffic, probably continuing listening to news or morning programs on the radio, or alternatively trying to get into a good mood listening to their favorite music. By 9 o’clock they get to work and stay there until around 13:00 when

they have a lunch break. At 14:00 they return to the office, where they spend the rest of the day until 6:00-7:00 p.m. Once finished, they are either tired, bored and want to get home to spend time with

family or work around the house, or are eager to meet their friends and stay out for the rest of the evening.

For the lunch – breakers, Café Rouge is the cosy place where they can have a coffee with one or a couple of their colleagues and maybe take advantage of the “All-Day Menu” Promotion

(www.caferouge.co.uk). For the evening visitors, the relaxed atmosphere is ideal for couples wanting

to experience the French cuisine or just a casual dinner out, but also for groups of ladies wanting to

socialize – the French name and choice of red colour appeals more to this market segment.

2.2. Secondary Research

a. TripAdvisor

As it can be seen from the customer feedback (Appendix 6.b), depending on the customers and location of the Café, the perceived value received from the brand in both ways – service and food – can

vary. However, most feedbacks were positive, coming from customers from the target market that were very pleased with the experience, saying they would definitely return. The secondary research

matched the observation part in the Primary Research in a high proportion.

2.3 Problem Identification – refer to appendix 7.a and 7.b After finishing evaluating the service from both primary and secondary research, it can be

stated that there is room for improvement. From both stages of research it came up that the atmosphere in Café Rouge can be too quiet at certain times, mainly because of the lack of customers.

This is also due to the small range of offers they make available. Another problem can be the lack of enough tangible evidence to support the quality of service to be expected. All these affect the value a

customer perceives, and might fail, as some cases emphasized, justifying the higher prices related to its competitors.

Another issue would be the contact with customers from other target segments. Analyzing the 7.b appendix, we can see that the Café could appeal to alternative target segments as well, as it has

some elements that, for example, a student-aged person would look for. Keeping a User-Centered

Negative

Overpriced

Dull

Greasy Food

Too calm in the

evenings

Sticky Tables

Too noisy

Small Portions

Pos itive

Not too crowded

Good Food

Welcoming

Peaceful Atmosphere

Consistency in quality

Staff go over the above

Excellent Hospitality

Flexible Staff

www.Tripadvisor.co.uk

Customers

Staff

Advertisers

point of analysis in this case is essential. Some bad aspects identified by this target audience, however,

would be the level of comfort provided by the furniture, and maybe the waiting time for food.

3. Creation 3.1. AT-ONE

A – Actors

T - Touch points

Touchpoints

Online Relationship

Social media

Cafe outside

Staff Welcoming

Menu

Toilet visit

Bill

Business Card

Level of music

General Atmosphere

Touch points consist of

all the moments when

the customer interacts

with the brand, shaping

and influencing his

opinion. It is important

to consider these

moments as to design

the service in such a

way to ensure every

“moment of truth” will

increase the value

delivered to the

customer and influence

positively the

perception of the brand.

In the case of Café

Rouge it is critical that

customers receive

positive tangible and

intangible all

throughout their

journey, in order to

leave with a good

impression and degree

of satisfaction, having a

higher degree of loyalty

to the brand than before.

Cafe Rouge

Food

Drinks

Service

Atmosphere

New experience

Relaxation

Customers

Food

Nice ambient

Drinks

New culinary

experienceConvenience

Good price

Relaxation

O - Offerings

N - Needs

Satisfying customers’

needs is the main

focus of Marketing.

When going to a

restaurant they surely

want to enjoy a

comfortable place,

relax (also by not

bothering about

cooking), benefiting

from good prices and

obviously eat and

drink good quality

products. The social

element is also very

important, as they

can make the choice

about the place also

by the brand

positioning and how

it is seen from the

others

Foo

d French Cuisine

Serv

ice Welcoming,

empathic staff A

mb

ien

t Relaxed, enjoyable atmosphere

E - Experiences

AT-ONE analysis suggests that the needs of the Café Rouge Customers are most likely to be

satisfied by the offerings. It also gives us a more ample understanding of the touch points and their importance in maintaining the customers’ satisfaction.

3.2. Brainstorming

After identifying the factors involved in the service, a brainstorming session took place along with

my ALS, where we managed to find more interesting ideas, able to solve the problems identified and improve the service. After eliminating a couple, such as playing only classical or French music, changing the name to Café Rouge - Café/Bar or modifying the opening hours in order to make the use of

resources more efficient, a list would be: 1. Replacing the Menus with more elegant ones, and handing them to the customers right

after they enter and are welcomed by a staff member to become his/her responsibility. 2. Designing business cards, to be handed to customers both after they have a meal, together

with the receipt throughout all the locations, and when they ask for information regarding booking tables or organizing events

3. Designing specific offers for certain times of the day when the flux of customers is not high enough in order to maintain the right atmosphere and quality of experience

The reason why we gave up the music idea was because this might have raised the level of elegance too much and therefore affect the market segment targeted, while the changing of name would affect the branding, as well as would be very high-cost to implement. Modifying the opening hours would also affect the current brand positioning as well as the marketing strategy in place, and would be too radical considering the present circumstances. It would be more effective to improve the present service and offerings than re-positioning the brand and changing the whole advertising strategy.

3.3. Stakeholders Map When talking about stakeholders, it

is important to consider all the participants to the service, as its design is

http://www.tutor2u.net/

Co-creative. Even though at the core

of the business there are the customers, having needs and

expectations that need to be satisfied, in the actual delivery of the

service, the main stakeholders are the internal ones, consisting of

Directors, Managers and Employees, that set the premises. Connected Stakeholders such as Suppliers and Shareholders are important in the good running of the business, while customers have a very big weight in setting the atmosphere. For example, a noisy customer could

ruin the experience of many more

others. External stakeholders such as Media, Society, Government or Local Community must be

carefully considered as well, because they can become big influencers for customers. Moreover, when designing the marketing campaigns, service experience and marketing mix, the brand should definitely include them in the analysis for obtaining maximum efficiency (e.g. cultural background, rules and regulations, trends etc)

4. Reflection & Conclusions 4.a. Self-reflection

This report has been a very effective way of putting in place the Service Design tools explored. Besides helping me understand better how each of them worked, it helped linking the marketing and

service theory to practice, and understanding the application of marketing concepts to real business situations.

What I would do differently, though, is the observation. I think that trying to integrate every element and observing them together is very important in identifying and feeling the atmos phere they want to obtain and the brand values communicated, so now I would, at the same time, consider the

other costumers’ experiences at the same time with mine and how they affect the environment, as well as the other senses – smell, for example, and how the staff actions influence customers’ responses,

because all these make the observation session more effective and less time-consuming. Another important thing that I would do is make all the observations before starting the assignment. This time

the last observation day was when I already started it, and it brought in a lot of new information, so I found myself forced to modify parts of the work I had already done.

http://www.digitangle.co.uk

Considering the feedback received from my ALS was helpful as it made me ask more questions

to myself, as well as identify supplementary ideas that I could add to my initial improvement. A better way of this to work would have been in all of us were at the same stage, as one of our colleagues didn’t

start his assignment even up to our final meeting, so he didn’t really know what the rest of us were talking about, and he couldn’t bring in any valuable opinion.

4.b. ALS Feedback

We held 3 ALS meetings during the term, discussing the progress of our work and obtaining feedback. The last one was entirely dedicated to the Reflection process, evaluating each other’s improvement ideas and giving our opinions.

- We came to the conclusion that the first idea is good, and the menu could also include photos

and additional information about the food, in order to increase the desire of purchase - The second idea is good, and should be consistent with the brand identity - The third idea is good, and the offers should be better advertised in order to also raise

awareness upon them

ALS Meetings

Andrei Tiu Meeting Times: 2nd of Feb, 2014 Titus Filimon 2nd of Mar, 2014

Vladina Chira 30th of Mar, 2014

Viktoria Mikshto

5. Implementation

Sadly, due to the lack of managerial influence within the chain, the solutions could not be implemented. However, the exercise was very useful in terms of better understanding the importance of the total experience and the totality of factors when delivering/receiving a service.

6. Conclusions From the Café Rouge perspective, it is clear that even though it seems its service quality is

pleasing most customers, there is still room for improvement. The solutions proposed for solving the problem with tangibles are easily implementable and can help keeping the high quality of experience

all throughout the customer journey, as well as building customer loyalty. The third idea, even harder to implement, deserves a closer look from the board of directors, as it can increase the revenue as well

as contribute to raising the popularity of the chain.

7.Appendix: 7.a. Observation

From the outside, the name of the restaurant – Café Rouge – and the choice of red color suggest

a French, cosy restaurant. The first place visited was located right in the London port near the Tower Bridge on a Friday evening, with a friend. We are smokers, so we were pleased to discover they had

heaters outside, so we could stay at a table there. The first moment of truth was the waitress welcoming us at the entrance, inviting us to take a seat and handing us the menus in a very friendly manne r. We ordered one drink each, and our order came within only 4 minutes, nicely presented and carefully served,

even though there were between 40-45 clients inside. Contrasting the place to its competitor, Whetherspoons, the first differences observed were the existence of a smoking terrace and the waiting

service. Our ashtray was not collected during our stay, though, which is a minus for them as outside was windy and ash started to spread around. Advertisments regarding food promotions were displayed at the entrance.

Entering the local, the music was relaxed and the environment was not very noisy. The lights were turned quite low, and even though the number of customers was big, the place still offered a kind

of intimacy. Every member of the staff was dressed with the same “uniform”. When asking for directions to the toilet, I could easily find a member of staff, which was happy to help me. The toilet was clean and with a fresh smell. The amount of light matched the one in the restaurant, so there was to

discomfort when entering. One “moment of truth” that I found very important was when an extremely drunk man came to

the entrance asking for a certain place (no one understood which). He started to become very aggressive, saying he is going to break the empty bottle he was holding and “teach them a lesson”. Me and my friend were sitting right near the entrance, so he turned to us asking about the place – none of us

understood. That was the moment when the waiter to whom he man was talking earlier made a step forward and tried to politely invite the man outside and suggest ways in which he could find what he

was looking for. After he man left, he politely excused to us for what happened, and asked if he could bring us something. What I found very important is that even though the man was rude and aggressive, the waiter was calm all though the conversation, maintaining his professional attitude.

When asking for the bill, it came within 7 minutes, and the change within 4. Our visit lasted about 45 minutes

My second visit to the restaurant was at the New Street Birmingham location, at 3 o’clock in the afternoon, on a Thursday. I went straight into the restaurant and asked for a latte. Wanting to challenge their flexibility, I asked if I could pay at the bar. I chose to sit on the terrace as it was a sunny day, and

my order came within 3 minutes. The service quality and environment was similar to my previous experience, only this time there were only 6 customers, a couple outside and 4

customers inside, so the place seemed empty. I asked if I could have a look at the full menu, and it was quickly brought to me. Prices were higher than Wetherspoons’, but considering the waiting service and the French specific of the

restaurant, I considered them to be justified. The looks of it was similar to its competitor’s, and it was not very varied in terms of choices of food – but they had

good meal deals. Wanting to test their service even further, I asked about the opportunity of booking some tables for an event, and within only 2 minutes I was talking to the manager, who was very welcoming and gave me all the relevant

information. However, when I asked for a business card with the number I could

call, instead of receiving something to match the high quality of service received so far as well as my future expectations, I received a small, ripped piece of paper. I was a bit disappointed to find they

missed this thing out. Still I can say I was pleased with the experience and service I received during my 25 minutes visit.

The 3rd visit took place at the Bullring location of Café

Rouge, on a Friday, at 12:00 (noon). I went alone, and even though I wasn’t welcomed right at the entrance it took only 1 minute until a waiter came to me with the

menu. There were approximately 30 people inside, out of which one family with a little child, only 6 people under

30 and the rest 40+, even some old people having their breakfast. The “Menu Rapide” promotion was advertised outside. On the terrace were about 10 people, most of

them being around 30. The family with the child entered just after me, and the waiter immediately brought the

child a chair, while one of his colleagues brought him a balloon.

Ten minutes was my waiting time until I ordered.

The waiter seemed disappointed in finding out I only wanted a coffee. My order was brought within 3 minutes,

but by another waiter. I was surprised to see that the glass was way smaller than the one I received at the New Street location of the same coffee. Within a quarter of hour, the restaurant was 70%-80% full

capacity. No music could be distinguished anymore because of the buzzing of people. More small children were present now, and they affected the other customers’ experiences including mine, yelling

and making noise. However, everybody seemed to have a nice experience. The food for the lady staying at the table next to mine was brought within 7 minutes, and was very nicely presented. It was not long until the music was turned a bit louder, and a smooth jazz melody could be identified now among the

buzzing around. In terms of smell, at times it could be sensed a smell of fish or seafood, but it was not disturbing.

The wide windows are giving a sense of natural lighting and, together with the mirrors on the walls, a sense of space. All waiters were attentive with everybody, smiling, and I was not disturbed at all from my process of taking notes, with all the observation papers on the table, right in the middle of the

restaurant – Might be a bad thing, though. When I was about to leave – at 13:00, two customers entered and there was no free table for two. However after one or two minutes one freed, and a waiter instantly

started cleaning it and invited them to sit. I asked for the bill and it came within 2

minutes. This time I was surprised,

compared to the other locations. A feedback/business card was holding the

receipt, and the name of the waitress was on the back. I asked if I could talk to the manager, revealing my real purpose for

being there. The manager came within 2 minutes, very friendly, but explaining me he

was very busy at the moment. However he listened to me and gave me a brief answer to my question – what were their main focuses

in Cafes, and what was their on-stage service blueprint. His answer was: “We are very

attentive with the customer service and good quality food. Regarding the service, we provide it through an 8-step program, nothing special

but that shows attention towards our customers. Meet & Greet, Bring Menu, Take order for

drinks, Bring drinks & take starters/mains order, Bring the mains and ask for a 2nd drink, etc”. I thanked him and right after, he started working

along with the waiters for arranging the tables. I found that very fair—play, working along with his

subalterns. The visit took me in total 70 minutes.

6.b Customer Feedback

Unda & Andreea, UCB students

Unda and Andreea are two University College Birmingham 1st year Students, aged 19 and 20,

studying Culinary Arts Management. They were asked on analyzing Café Rouge service and environment in different stages of the day. These are their opinions: Café Rouge is a restaurant positioned on various places around Birmingham but we have evaluated the one located in the Mailbox. We were able to analyze Café Rouge during the 3 stages of the day

(morning-afternoon-night).

Although its appearance might seem ordinary, once you’ve walked in you will be welcomed and shown to your table. From what we’ve seen, Café Rouge’s staffs’ main priority is guests’ satisfaction. After 3 minutes (time in which we were supposed to decide what we should order), the waitress came to take our order. Unfortunately, we weren’t able to figure out what we’ve wanted, therefore, 5 minutes later she came back, smiling and willing to take our order again. We were pleasantly surprised to find out that it only took 4 minutes each time to bring our drinks but Café Rouge lost some points when we waited almost half an hour for the first course meal. The moment when Café Rouge is at full capacity is in the afternoon. Staff members are walking around quickly, taking everybody’s orders and making sure they are treated with the best care and of course with a smile. Even though being at full capacity surely means profit, it seemed that the waiters were slightly overwhelmed by the number of customers, therefore we received the first course meal in

about half an hour, which might not seem much, but it was not a pretentious meal to cook.

The mornings and nights in the life of Café Rouge are the same to some extent. In the mornings, Café Rouge is preparing to welcome even more customers and during the night, the exact opposite. The mornings for Café Rouge are easy to handle as it has a manageable number of clients. The orders are brought on time and the atmosphere is relaxed. The same applies during the night as they serve the remaining clients. In my opinion, Café Rouge lacks a few aspects in terms of comfort. The vintage furniture (the tough

chairs and the visually dull tables) is not making the meal more enjoyable. However, the choice of paint and colors (for both furniture and walls) is quite pleasant for the eye, the pale yellow paint on the walls

combined with the dark wood creates a perfect atmosphere. The French theme is present everywhere in the restaurant, beginning with the French-named courses (also translated in English) and ending

with the eighteen century paintings. What is more, mirrors were hanged on the walls in order to make the room seem bigger.

Café Rouge provides a welcoming ambience and it definitely portrays an intimate atmosphere but the

closed-positioned tables and chairs, don’t allow this privilege to happen. When not at full capacity,

Café Rouge seems the perfect place for a first date. The welcoming staff and the care they provide

each customer with certainly add a few extra points in comparison with their rivals.

Although the chairs can cause some level of discomfort over the course of time, Café Rouge compensates with its well-trained staff and the willingness they are showing towards their clients. All

in all, the ambiance created by the calm and soothing music, the nice and welcoming atmosphere that surrounds each client and the smiles on each staff member surely wins every clients heart.

8. References

- Beever, C. (2011) 4 P’s of Marketing Available at

http://candicebeever.wordpress.com/2011/01/10/4-ps-of-marketing/ (Accessed 2nd of April, 2014 - Booth, E. (2014) The 7 P’s of traditional Marketing from a Digital perspective Available at

http://www.digitangle.co.uk/blog/the-7-ps-of-traditional-marketing-a-digital-perspective/ (Accessed 2nd of April, 2014)

- Bullring (2014), Café Rouge, Birmingham, UK Available at http://www.bullring.co.uk/eating/restaurants/cafe-rouge (Accessed 20th of March, 2014)

- Café rouge restaurant photo (2014) Available at http://www.caferouge.co.uk/french-restaurant/bromley(Accessed 31rd of March, 2014)

- Calabria, T. (2004) An introduction to personas and how to create them Available at

http://www.steptwo.com.au/papers/kmc_personas/index.html (Accessed 25th of March 2014) - Chris Gibson (2009), Using SERVQUAL Analysis to Assess the Customer Satisfaction level of

the Oregon HIDTA ISIC Analytical Unit, Available at http://www.pdx.edu/cps/sites/www.pdx.edu.cps/files/Using%20SERVQUAL%20to%20assess%20the%20customer%20satisfaction%20level%20of%20the%20Oregon%20HIDTA%20ISC%20

alan%20%20-%20Chris%20Gibson-1.pdf (Accessed 20th of March, 2014) - Clatworthy, S. (2014) Sevice Innovation: AT-ONE book Available at http://www.service-

innovation.org/about/ (Accessed 31rd of March, 2014) - Executive Woman Photo (2013) Available at http://www.drivingir.com/services/the-ambitious-

executive-development-program Accessed 2nd of April, 2014)

- Logopedia, Café Rouge logo Available at http://logos.wikia.com/wiki/File:Cafe-rouge-431x300.gif (Accessed 3rd of March,

2014) - Menu Photos (2014), Available at

o http://www.theprintworks.com/eat__and__drink/offers/try_the_cafe_rouge_evening_set_

menu_offer_10.50_for_2_courses/ o http://www.theprintworks.com/the_place/offers/new_cafe_rouge_set_lunch_and_dinner_

offer/ o http://www.mcarthurglen.com/uk/cheshire-oaks-designer-outlet/en/the-brands/cafe-

rouge/

(Accessed 2nd of April, 2014) - Module Lecture Slides, delivered by Prof. Barny Morris, Room G417

- Oliver, M, Hegeman, J, Lee, K (2009) Service Blueprint of Presby Neuro Clinic Available at http://kipworks.com/upmc_holisticbook.pdf (Accessed 30th of March, 2014)

- Riley, J. (2012) Business Strategy Available at http://www.tutor2u.net/business/strategy/stakeholders- introduction.html (Accessed 1st of April,

2014) - Thoughtsinlittleboxex.com (2012) Café Rouge Bayswater testing the new low-cal menu

Available at http://thoughtsinlittleboxes.com/2012/02/28/cafe-rouge-bayswater-testing-the-new-low-cal-menu/ (Accessed 3rd of March, 2014)

- TripAdvisor.com (2011-2014) Customer reviews on Café Rouge

http://www.tripadvisor.co.uk/Restaurant_Review-g186402-d731865-Reviews-or10-Cafe_Rouge_Birmingham-Birmingham_West_Midlands_England.html#REVIEWS (Accessed

31rd of March, 2014)