David Drickhamer, former editorial research
director for Industry Week magazine, told about a
stop he made to buy lunch for his hungry child.
They were running errands, so Drickhamer
pulled into the drive-through lane of a fast-food
The customer experience began when Drickhamer pulled up to the ordering station and heard
a recorded message urging him to try the chain’s
new chicken sandwich. He ordered a child’s meal
featuring chicken pieces and a dipping sauce.
Drickhamer drove up to the cashier’s window.
Jon, the cashier, asked him to please wait while he
left to get new batteries for the headset through
which he received orders. Jon returned a minute
later and requested payment—but for the wrong
total amount. While he had been away getting the
batteries, two more orders had come in, so Jon
tried to figure out how to make his computer
return to Drickhamer’s order. Jon apologized and
called for a supervisor to help. The supervisor
walked over and wordlessly corrected the order
on the computer. Jon took the payment and made
change as he entered the next customer’s order.
Drickhamer pulled up to the next window to
receive his food. There, a woman named Mary
asked his choice of dipping sauce. He replied
“None” as he looked inside the bag. Seeing that
no napkins were included (even though this was
a child’s meal that usually comes with a sauce), he
requested napkins—twice. She, like Jon, was
wearing a headset and didn’t reply.
Drickhamer remained at the pickup window,
waiting for napkins. A few seconds later, the window opened again. A third employee was there,
ready with the next customer’s order. Drickhamer
repeated his request for napkins. The third
employee handed over the napkins, and Drickhamer drove away with a contented passenger in
1. What forms does quality take in a fast-food
restaurant? That is, what aspects of the food,
service, atmosphere, and so on do you consider to be acceptable in terms of quality, and
what would exceed your expectations?
2. Productivity efforts in a fast-food restaurant
often involve behind-the-scenes work in the
kitchen. But in describing his experience,
Drickhamer emphasizes that in a service business, production includes interactions with
the customer. Identify one or two places in
this case study where productivity could
have been better.
3. Working alone or in a group, draw a diagram
of the work process described in this case
study. In your diagram, show what materials
each employee needed, as well as what each
employee provided to the customer. Evaluate
where the process could be improved, based
on the information given and any experiences
you have with fast-food restaurants. Finally,
prepare a list of actions to improve the quality
and productivity of this work process. As
directed by your instructor, submit the diagram and list as a written report or present
your findings to the class.
Certo, Samuel (2015-01-23). Supervision: Concepts and Skill-Building (Page 59). McGraw-Hill Higher Education. Kindle Edition.
Certo, Samuel (2015-01-23). Supervision: Concepts and Skill-Building (Page 58). McGraw-Hill Higher Education. Kindle Edition.
Minimum of 500 words.
Document your work by citing from the textbook. Use direct quotes. You may quote from the chapter in which the case study is located, and you can quote from previous chapters. It is essential that you back up what you say with what you have learned from the text. This is not an exercise in expressing your opinion. You must use what you have learned.