Wannaburger Restaurant: Case Study

The Business Analysis Body of Knowledge (BABOK) guide covers various knowledge areas which are of significance in analyzing a business enterprise. These knowledge areas include BAP & M, EA, E, RA, SA & V, and RM & C. The BABOK guide can be used to analysis various business enterprises. Here is a case study on Wannaburger restaurant. An analysis of the restaurant is carried with the help of the BABOK guide whereby two areas of knowledge are analyzed - EA (enterprise analysis) and E (elicitation). Let Homework Scholars "BABOK" your case study

OUTLINE

SECTION 1 – ENTERPRISE ANALYSIS

Describe business need

Assess capability gaps

SECTION 2 – ELICITATION 

            Preparation for Elicitation

            Conduct Elicitation Activity

            Documentation Elicitation Results

            Conform Elicitation Results

References

SECTION 1 – BUSINESS ANALYSIS

Describe Business Need

Business goals & objectives

Wannaburger restaurant has three goals namely serving clients promptly, serving excellent food, and serving a large audience. The restaurant has come up with a set of objectives to achieve these goals:

1. To use extraordinary ingredients to make the food
2. To choose a site location where a large audience can be served – middle of the town
3. To develop a sitting arrangement where customers get served without queuing
4. To expand to other areas of the city
5. To develop more brands of its hamburgers

Unfortunately, these objectives misses some elements of SMART objectives (BABOK Guide, n.d, p. 84), for instance, they are not measurable.

Business opportunities & challenges

Business opportunities that Wannaburger restaurant can take advantage of:

1. Strategic location which has access to tourists thus huge sales can be realized
2. Sitting arrangement allows clients to be served sat as opposed to queuing
3.  Opening a branch in the same town helps to reach out to more customers
4. Restaurant is environmental friendly in its operations thus it is likely to recommended by environmental awareness groups 

The challenges faced are:

1. Traditional dish washing is labor intensive thus more expenses to the restaurant
2. Using special extraordinary ingredients will definitely mean the food will be costly
3. Satisfying the diversity of food preferences among the tourists community is hard since they are from diverse backgrounds

Business desired outcomes

There is one desired outcome for this restaurant: becoming a restaurant of choice whenever it is located. Although this desired outcome is not stated clearly as so in the case study, it is not hard to perceive that this is the direction the restaurant is taking. The restaurant is going an extra mile in everything it is doing; special extraordinary meals, no queuing, developing more brands of hamburgers, being environment friendly etc. All these actions are meant to enable it to stand out from the rest and thus become the restaurant of choice for everybody – the owner’s aim is to serve a large audience.

Assess Capability Gaps

Current capability analysis

Current capabilities help a business to achieve its objectives. For the restaurant they are:

1. It is at the middle of the town, it has access to many potential customers
2. It serves both vegan and non vegan meals
3. It serves excellent food cooked using special extraordinary ingredients
4. Customers get served while sat
5. It is an Environmental friendly restaurant
6. It has embarked on developing more brands of its hamburgers

Assessment of new capability requirement

There are a number of areas that the restaurant can improve in order to move steadfastly towards achieving its objectives.

1. Make use of an internet based social networks to undertake marketing
2. Try to make a slight reduction in the price of foods while maintaining the quality
3. Develop a customer response system for customers to air opinions as they leave the restaurant
4. The restaurant staff should acquire the necessary skills required to excel in a service industry
5. The restaurant should also focus on creating an unforgettable customer experience (nice music, comfortable chairs, courteous servers etc) 

Assumptions

The following assumptions are made if the restaurant is to achieve its objectives

1. Tourists will continue flooding Edinburgh throughout the year
2. There would no substantial competition from other providers offering similar products
3. The restaurant would continue opening more branches to stamp its authority in Edinburgh

Techniques

One technique that can be used to enhance the efficiency of the restaurant in meeting its objectives is the use of a SWOT analysis tool.

	Helpful	Harmful
Internal	Strengths	Weaknesses
	Ø  In operation since 2004 – thus it has rich experience Ø  Serves special meals Ø  Ideal location Ø  Serves vegan and non vegan meals Ø  Offers a variety of hamburgers Ø  Adopted Green-operations concept	Ø  Meals are expensive Ø  Labour intensive e.g. dish washing
External	Opportunities	Threats
	Ø  Use of social networks for marketing Ø  Can boost of being environment friendly	Ø  Extraordinary ingredients may be scarce to find Ø  Competition from providers offering cheaper meals

SECTION 2 – ELICITATION

Preparation for elicitation

Elicitation is meant to ensure that everything that would be needed for elicitation exercise is put in order (BABOK Guide, n.d, p. 54). A comprehensive preparation for the elicitation exercise was undertaken. The first step was to brainstorm on the techniques that would be required. Consequently, the following techniques were chosen in preparation for the elicitation exercise – interviews, observations, and survey/questionnaire. The following arrangements were made to ensure the above techniques were to be used efficiently.  

Interview: Arrangements were made to undertake two interview sessions over the phone with Clemence the owner of the interview. The first was to be undertaken in order to collect information and the second after the information was collected.  The first was to take 20 minutes while the second was to take 30 minutes. The necessary questions for the interview were prepared.

Observation: A pilot study was undertaken to find out the best time to conduct an observation. Lunch time was picked because it is a time when the restaurant is most busy.

Survey/Questionnaires: Survey questions were prepared for the clients. Permission was also obtained from the restaurant administration of the restaurant on agreement that the views of the customers were to be shared with the administration. The questions were structured so they could take utmost three minutes to answer.  

Conduct elicitation activity

The elicitation exercise was conducted successfully as explained below.

Interview: The telephone interview was conducted with Clemence over the phone as was agreed early. It took 18 minutes. The information obtained from the interview conversation was recorded in form of notes for further reference.

Observation: Observations were carried out inside the restaurant for three consecutive days. This was done to familiarise with the way the restaurant was run. The observation times lasted for two hours each day specifically during the lunch times. Each day a different sitting location at the restaurant was undertaken. Care was undertaken not to make the clients uneasy while undertaking the observation exercise.

Survey/Questionnaire: The survey questions were distributed among the clients after they were through with their meals. They were politely requested to fill in the questionnaires. About a quarter of those who were approached refused to take part in the survey.

Documents elicitation results

The information obtained from the elicitation activity conducted as described above was recorded. Notes were used to record this information from its raw sources. The following requirements came up:

1.      The need for comfortable chairs

2.      The price of the food be reduced

3.      The restaurant be made more spacious

4.      Waiters need to be faster

5.       A variety of dishes need to be served

6.      Need to introduce soft music

7.      Need to use  internet social networking tools for marketing

8.      Train waiters on how to address stubborn customers

9.      Need to have a customer response system so as to collect their views or complaints

10.   The need to reduce the number of staff for profit maximization

11.  The need to introduce office delivery meal packages

12.  The need to have a common front appearance for all the restaurant branches

Confirm elicitation results

In order to confirm that the results were in line with the business objectives, a second interview was carried out with the owner. The owner was the most familiar with the business and therefore was best positioned to give a confirmatory remark on the findings.

Care was taken to ensure that each of the above 12 requirements was explained well to him. He was required to confirm each of the above items one by one therefore each item was discussed individually giving all the information to ensure that everything was clear. The confirmation that was required of him was simply to state whether he believed a given requirement would help to push his business towards achieving his business objectives.