SERVICESCAPE STUDY

KFC & Dunkin Donuts

Submitted to:
Prof. Ranbir Sodhi

Submitted by:
Group-6

ACNOWLEDGEMENT

We would like express our gratitude to Prof. Ranbir Sodhi for his guidance in this project. We
would also like to thank the staff at KFC and Dunkin Donuts to help us in our study with their
valuable inputs and time.

TABLE OF CONTENTS
Chapter

Sub Chapter

I
II
III
(a)
(b)
IV
(a)
(b)
V
VI
VII

Topic

Page No.

Introduction
Servicescape Parameters
Methodology and Findings
KFC
Dunkin Donuts
Analysis
KFC
Dunkin Donuts
Conclusion
References
Exhibits

1
2
3
4
5
5
6
7
8

LIST OF EXHIBITS
Exhibit

Topic

Page No.

1
2
3
4
5
6

KFC: Interior
KFC: Seats
Dunkin: Interior
Dunkin: Walls
Dunkin: Seating
Dunkin: Menu Display

7
8
9
10
11
12

I.

INTRODUCTION

Servicescape is a concept that was developed by Booms and Bitner to emphasize the impact of
the physical environment in which a service process takes place. The servicescape includes the
facility's exterior (landscape, exterior design, signage, parking, surrounding environment) and
interior (interior design and decor, equipment, signage, layout, air quality, temperature and
ambiance).
The servicescape design and its synchronization with other elements of service, has an impact
of customers perception of quality. For example the customer experience in a fast-food
franchise vis--vis a small restaurant can be strikingly different; even though the quality of the
food maybe same, the customer may perceive higher quality in the latter over the former based
on the environment in which the service is provided. The servicescape design can not only help
the provider to charge a premium price on its service but also differentiate in the market on its
unique features.

II.

SERVICESCAPE PARAMTERS

To study the impact of physical environment on the service in case of a restaurant, following
parameters were observed:
1. Ambience:
a. Color
b. Lighting
c. Clean
d. Music
e. Seating
f. Smell/Aroma
g. Temperature
2. Menu & Signage
3. Employee response(well-received)
4. Consultation
5. Food Quality
6. Packaging
7. Waiting Time
8. Payment Flexibility
9. Billing(Easy to understand)
10. Parking Facility

III.

METHODOLOGY AND FINDINGS

The team studied the two fast-food franchise KFC (Kentucky Fried Chicken) and Dunkin Donuts
at two different timings observing as peak (evening 6 PM) and non-peak hours (Morning 11:30
AM). The parameters mentioned above were noted by each individual member separately, the
below mentioned findings are collated version of the same.

(a) KFC
Parameter

Finding

Color & Decor

Light colored walls (creamish) contrasting red & browns booths. Anime
friends having fun together painted in the booths. (Exhibit-1)

Lighting

All lights not working. Lights near the window above the seats having
adequate natural light were on but those in the booth areas were off.
Only the table cleaned after the customers left, seating area of booth
was not clean. Flies at the noon time.

Cleanliness
Music

American Pop. Adequate volume.

Seating

Visibly Old. Slightly tattered. No tables for a large group of more than 6
people. (Exhibit-2)

Smell

A mix of food and room freshener. Weird.

Temperature

High temperature of AC when only 14 customers present in the noon

time. Low temp. when crowded at 6 pm.

Menu & Signage

The menu focused on the offers for today followed by combo meals, on
the side walls of the counter la carte menu was mentioned.
Signage were present in all the necessary points
In-adequate staff during both peak and non-peak hours, thus the
response was hasty.
The staff did not try to up-sell their combo meals to customers ordering
la carte
Items cooked in-house were fresh but add-ons like brownies for dessert
were not fresh.
The food was packed adequately for immediate consumption, for takeaway the food was packed in paper bags which will not help it stay hot,
thus in-adequate.
12 minutes in non-peak hours. Under-staffing. Only 1 counter out of 5
working for ordering. The personnel handling order-taking & billing; also
helping with order delivering resulting in queuing even when a few
customers present.

Employee Response
Consultation
Food Quality
Packaging

Waiting Time

Payment Flexibility

Accept all cards, meal coupons (Sodexho) accepted.

Billing

Easy to understand all the taxes.

Parking

Parking for Caculo mall can be used.

(b) Dunkin Donuts

Parameter

Finding

Color & Decor

Theme decor. Light blue color walls. Black colors heads/brains in 2-D
over the wall. Each brain having some ideas, some blank. Creative &
unique interior. (Exhibit-3 & 4)

Lighting

Adequate lights.

Cleanliness

Only the table cleaned after the customers left, seating area of booth
was not clean. Flies at the noon time.

Music

Inadequate volume. Cant make out which song is being played.

Seating

Seating area divided into three areas. Can accommodate a large group
of 8-10 people on the same table. (Exhibit-5)

Smell

Pure smell of Food

Temperature

Normal

Menu & Signage

Clear & detailed (Exhibit-6)

Employee Response

Excellent

Consultation

Excellent

Food Quality

Good

Packaging

Extraordinary

Waiting Time

4 minutes in non-peak hours. 6 minutes in the evening hours.

Payment Flexibility

Accept all cards, meal coupons (Sodexho) not accepted.

Billing

Easy to understand all the taxes.

Parking

No Parking

IV.

ANALYSIS

(a) KFC

It has the advantage of being located at Caculo Mall. Hence, provide customers the
facility of parking & enjoy their meal carefree.
Understaffing which affects the service time & increases the waiting time for customers.
Cleanliness needs to be paid attention towards. Old seats, dirty table & flies create the
wrong impression in customers mind & spoil the experience as well.
No special care taken to maintain the aroma in the restaurant. Customers can smell
chicken which should be paid attention to, as vegetarians may not be comfortable about
the same.
The music & interior dcor targets the youth.

(b) Dunkin Donuts

Fast service & excellent employee response & consultation to customers.

Music remains a noise as the customers cant enjoy anything which they cant even
recognize/ hear clearly.
The interior does not target any particular age group as the customers can interpret
theme in various ways & relate to it. Moreover, the unique interior gives a unique
experience too.
The provider does not have any parking space thus at peak time it becomes difficult to
find parking around the store.

V.

CONCLUSION

Various factors of the physical environment which form the servicescape for a service affect the
overall experience of the customer. For restaurant services; customers interest, likability, and
satisfaction would be affected by the parameters studied for this project.
Both KFC & Dunkin Donuts fair good in terms of food quality but the former one has more
waiting time. The ambience for the restaurants is good but KFC should take care of the
cleanliness & aroma issues. Apart from these factors, both the restaurants do fairly well in terms
of providing payment flexibility, billing etc.
Also, KFC has similar interior in terms of color themes for all its restaurant chains (red/brown)
whereas Dunkin Donuts has a different theme. Hence, for any customer walking into these
stores who have visited them at other places, KFC provides the similar experience unlike
Dunkin Donuts, which gives the customer a new experience.

VI.

EXHIBITS

Exhibit-1

KFC: Interior

Exhibit-2

KFC: Seats

Exhibit-3

Dunkin: Interior

Exhibit-4

Dunkin: Walls

10

Exhibit-5

Dunkin: Seating

11

Exhibit-6

Dunkin: Menu Display

12