Problem
Planet Orange Café is under the supervision of Silvio Ceschini as the Lab Operations Manager, assisted by Ashley Peterson acting as the Assistant Lab Operations Manager. Each semester there are three Student General Managers (GMs) each with a specific focus. One focuses on human resources (hiring, orientation, and scheduling), one concentrates on the culinary elements (new product development, menu engineering, and food production), and the final GM attends to the cost control elements (ordering, negotiating with vendors, and inventory). Each GM has a Student Assistant Manager, and the remaining positions are filled by Line Associates.
As Ceschini reviewed the sales data from the past four years, he reflected on the success and future of Planet Orange Café and how they can better market and provide outstanding customer service. As such, many questions center around the two key areas: (i) marketing and (ii) operations.
From the marketing perspective, Ceschini hopes to better understand the current customer base as well as the potential customers that should be targeted in the future. He continues to have questions related to: What is the current level of awareness for Planet Orange Café among students? How can HTM increase awareness of Planet Orange Café and Planet Orange Express through both active marketing and more organic efforts? To whom should the marketing be targeted in order to both increase awareness and increase the intent to purchase? How can HTM encourage more frequent visits among existing customers while appealing to new customers? How can they use recent market survey data about Planet Orange Café to appeal to students and build loyalty?
Ceschini also reflects on the sales mix of products and time of sales throughout the day. He wonders how this data can be used to address product and staffing issues such as: How should staffing be planned throughout the day? Are there ways beyond staffing to reduce wait times and queues during busy times? Are there ways to modify services to increase patronage and sales during slow times? Should the hours of operation be expanded to serve more customers? Should there be a shift in the products they offer (Starbucks, Grab and Go, Cook to Order) to meet customer demand? Should new products be created for sales?