Revitalizing Sushi: Enhancing Service Delivery to Boost Sales

Sushi Express, a well-known sushi chain in Singapore, has long been celebrated for its conveyor belt sushi concept, offering quick and affordable dining experiences. However, one of the key challenges facing the brand is a consistent year-on-year sales revenue decline, particularly at its CityLink Mall outlet. To address this issue, a comprehensive service delivery analysis was conducted to identify the core problems and propose actionable recommendations.

Understanding the Core Problem

Through a preliminary feasibility study, it became clear that the root of the issue lay in the service delivery of the Front-of-House (FOH) staff. Sushi Express had already acknowledged the presence of multiple contributing factors, but the management decided to focus on improving customer interaction and satisfaction to drive sales. Thus, a customer journey mapping exercise was implemented to better understand the various touchpoints within the dining experience and identify service gaps.

In-depth Analysis and Data Collection

To gather a comprehensive understanding of the restaurant's operations, on-site field observation, data collection, and internal audits with key management were conducted. The data provided insights into how the FOH staff interacted with customers and how the operational processes functioned, especially during peak hours.

Furthermore, an IMPACT analysis benchmarked the restaurant’s performance ratios against the industry average, offering valuable insights into its competitive positioning. A competitive analysis identified both direct and indirect competitors, revealing areas for improvement in service delivery and customer engagement.

Key Findings

The main issue hindering service quality was a manpower shortage, especially during peak periods. This resulted in lapses in the customer experience, such as insufficient time for FOH staff to engage with diners or perform tasks like cross-selling or providing detailed introductions to the restaurant's offerings. While this macro-level challenge cannot be solved immediately, leveraging technology was identified as a potential solution to fill the gap.

Recommendations for Improvement

1. Enhance Service Standard for Waiting Diners

To improve the experience of diners waiting in line, a new service SOP was proposed. FOH staff should greet customers with "Irasshaimase" upon arrival and provide an honest wait time. Additionally, diners should be engaged with a mini-tablet showing the menu, new dishes, or promotions, keeping them entertained and informed while they wait.

2. Leverage Technology to Complement Service Excellence

Given the manpower shortage during peak periods, it was recommended to introduce technology to assist staff. Installing mini-tablets at each table would allow diners to interact with the menu, view new product launches, and learn about the brand's concept—ensuring service continuity even with reduced staffing levels. An LED TV screen outside the outlet could also promote dishes and keep waiting diners engaged.

3. Charge for Drinks

A surprising insight was that a significant number of customers were unaware that drinks (like green tea) were complimentary. With 68.29% of diners unaware of this, it was recommended that the restaurant charge for drinks, thereby increasing their revenue by an estimated 7.9%. Additionally, offering a variety of drinks could further appeal to customers.

4. Encourage Social Media Postings

In the age of social media, word-of-mouth advertising is more powerful than ever. The restaurant should incentivize customers to post about their dining experiences on social media by offering rewards, such as a complimentary plate of sushi. Given that 95% of customers are likely to recommend the restaurant, this approach could help increase brand visibility and attract more diners.

5. Customer Loyalty Program

The concept of loyalty is critical to driving repeat business. A customer loyalty program could be implemented to collect valuable data, offer rewards, and keep diners engaged. By building stronger relationships with customers, the restaurant can ensure continued visits and a higher lifetime value from each diner.

6. Ensure Consistent Food Quality and Variety

To maintain a high standard of food quality, it was suggested that RFID technology be used to monitor dishes on the conveyor belt. This system would ensure that food is always fresh and that any lapses in availability are addressed immediately. It would also ensure that dishes are replenished in a timely manner, reducing waste and improving customer satisfaction.

7. Target the Tourist Market

With over 30 hotels within a 1.3 km radius of CityLink Mall and its proximity to Suntec Singapore, a major tourist destination, the restaurant can tap into the tourist market. Cross-promotions with local hotels or attractions could drive foot traffic from tourists looking for an affordable yet satisfying dining option.

8. New Menu Items

Based on diner feedback, several new menu items were suggested, including a bento set for takeaways and new sushi varieties. Introducing these items could expand the customer base and provide additional revenue streams.

Conclusion

The recommendations outlined in this project aim to not only enhance service quality but also tap into untapped opportunities for growth. By embracing technology, refining service standards, and engaging with the community, the restaurant can reverse the declining sales trend and create a more satisfying dining experience for all customers. If these changes are implemented effectively, the restaurant can expect a significant revenue boost and improved brand loyalty.

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