UNIVERSITY OF THE PHILIPPINES

LARUAN ATBP. CAFE:

A SERVICE DESIGN
EVALUATION PROJECT

SUBMITTED TO
THE CESAR E.A. VIRATA SCHOOL OF BUSINESS
AS PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR BUSINESS ADMINISTRATION 178 THU
UNDER PROFESSOR DESIREE CRUZ

BY
HERNANDEZ, ISABELLA
LACSA, AMIRA NICOLE
PERLAS, JOHAINNA
RIGOR, PRINCESS JEANE
RAYMUNDO, ROSE ANN

DILIMAN, QUEZON CITY

MAY 9, 2019
I. COMPANY BACKGROUND
Laruan Atbp. Café was the product of the founders’ love for board games
 and food. It is owned and operated by Lamon O Laro Resto Bar Inc. and is
located along Maginhawa Street. They are open from Monday-Thursday (2pm-
12mn), Friday-Saturday (2pm-2am), and Sundays (2pm-12mn).
Since board games are one of the main attractions in Laruan, the cafe has
“game masters” that teach and guide customers how to play certain games. And
aside from board games, it also offers a diverse selection of food and drinks
(alcoholic and non-alcoholic) while playing.

II. SERVICE BLUEPRINT

OTSUs Root cause Recommendation

Order taking - loss of Poor service Employ tab system wherein

customers due to inconvenience
in current order taking method
design; was not per table there's a working
able to take the bill/tab. Waiter takes your
customers into initial order; for additional
consideration. orders, call the waiter; before
leaving, get the bill from the
waiter then pay.
Security - Three CCTV cameras Bad service Hire additional security that is
around, but security is still landscape solely for the restaurant.
questionable since there were (focused too Have someone actually
only two employees, and the much on monitor the CCTV.
security personnel was not aesthetics)
solely for the restaurant but for
the whole building; fire hazard
due to design

Tutorial - employees might have Poor HR Hire another set of employees

little to no knowledge about the management (can be called “game
games, and customers might get (recruitment and masters”) that can teach
disappointed if employees will training) games to customers who are
not be able to attend to their in need of assistance
questions regarding the games.

Peak hours - orders might: (1)
take to long; (2) be given to the
wrong person; or (3) not be
available
Demand-Capacity Use technology: Apply the
matching, and “beeper” system; Have a
lack of employees forecasting method for
inventory levels; Hire more
employees that can serve a
restaurant with 60-80 people
capacity.

III. THE FLOWER OF SERVICE

ELEMENTS REMARKS RECOMMENDATIONS SCORE

Facilitating

Information Directions: There are signs for - Update the big menu at the 6
the menu, self-service water, cashier to match with the
for sale games. smaller menus
Hours: Open until midnight on - Update hours on website
 weekends.
Prices: range from P95 to
P215. P150 consumable is
charged per head.
Reminders: No outside food
and drinks allowed. We don’t
sell alcohol to minors. For sale
games: Once opened,
considered sold.
Conditions: Peak hours:
weekdays (7 to 9 pm),
weekends and Fridays (8pm
to 12mn). Sometimes whole
place is reserved for game
tournaments
Receipts: An official receipt
was given with the complete
orders listed.
Order-taking Applications: N/A
Order entry: Done at the
counter with cashier. She
forgot to note one of our order
items. The order-taking
system is between being a
fast food and restaurant.
Web order: They are available
at Food Panda.
Reservations: They welcome
and post a sign inside the
cafe.
- More fair pricing since
menu items are either a little
less or way more than P150.
- Use less intimidating and
more polite wording;
incorporate game lingo (e.g.
Touch move: If you open
me, you have to pay for
me.)
- Accommodate the
customers efficiently by
having more staff present
especially during peak
hours; Offer off-peak
promos (discounts or lower
consumable)
- Have the receipt printed on
thermal paper
- invest in server apps which 6
will directly push orders to
the Point of Sales.
- Be more enthusiastic,
upsell. Have a tabbing
system
- develop a delivery app that
will augment the cafe’s
ordering system completely.
- be flexible in
 single table up to whole venue
reservations (especially for
game tournaments).
Billing The total amount due was
indicated on only a small piece be more efficient in giving
of paper for a whole table, and
billing cannot be taken
separately.
Payment Cash or card: Only cash is
accepted. Pay as you go.
Game gets interrupted when
anyone wants additional
orders. It also makes it easier
to lose track of expenses.
Self-service: Payment is given
to the cashier.
E-funds transfer: No such
option available.
Enhancing
Hospitality Greeting: Not all of us were
greeted and it was not that
sincere.
Food & beverages: There
were group snacks options,
and bar-like choices along
with regular meals. (Alcohol is
also served.)
accommodating walk-in
customers when the
reserved tables aren’t to be
occupied immediately yet.
Use point of sales (POS) to 4
printed receipts with proper
breakdown of orders with
corresponding prices to the
customers
- Add more options for 2
payment (e.g. credit/debit
card).
- They can assign waiters to
take the customers’ orders
and payments so customers
are relieved in making the
payment on the counter.
- Add more options for
payment (e.g. Paymaya,
GCash)
- Train all of the staff to be 4
more welcoming with the
customers.
- They can offer student-
meals since the cafe is
located near universities
and high schools.
- Try to have their own
 Toilets & washrooms: Outside
CR. You have to ask the
cashier for the key.
Waiting facilities & amenities:
There’s a bench at the
entrance.
Weather protection: Since it’s
inside a commercial building
and air-conditioned, it is safe
from the weather.
Transport: N/A
Security: Aside from the
numerous CCTV cameras,
there’s also a security guard
employed by the building the
whole day.
Safekeeping Caring for possessions of
customers: There’s a shelf
under the tables.
Child or pet care: There were
no high chairs, but there were
toys and games for children.
We assume that no pets are
allowed.
Parking or valet: The
commercial building provides
some parking spaces.
Baggage: No baggage
counters.
Deposit boxes: None.
comfort room, since the
cafe’s capacity exceeds fifty.
- The cafe should have its
own security guard or
bouncer, since a lot of
people go to it and they
serve alcohol. Especially
during tournaments, trouble
may arise from gamers or
outside parties.
- Make it clear that no 9
children are allowed in the
area, or provide ample
accommodation so they
won’t be a burden to the
customers.
- They can’t really create
more parking space, but
perhaps they can offer
special promos for
motorcyclists or commuters.
- Put suggestion boxes on
the counter and/or on each
table to give customers an
 Security personnel: N/A
Caring for goods purchased:
N/A
Transportation and delivery:
N/A
Installations: The electric fan
(wall fan high up) was visibly
dusty. Lights were dim.
Electricity wires were exposed
(Adds aesthetic and fire
hazard). Tables were of high
quality but cramped, and too
high for playing games or
typing on a laptop. Extra
chairs are available. The
chairs were hard and
uncomfortable. Shelves for
games were sturdy.
Exceptions Special requests in advance:
Can’t order in advance for
serving later. Dietary
requirements or children’s
needs are not recognized or
anticipated. (No special
options or indications in the
menu)
Handling special
communications: The cashier
did not apologize when we
informed her that she forgot to
option to comment and/or
suggest on the services
delivered to them.
- Hire a security personnel
for the sole purpose of the
cafe especially since it
operates until 12mn and/or
2am.
- Consider renovating and
revamping the place to
make it more welcoming
and safe, and to show
customers that they are
given much thought.
- Advance orders and 1
dietary requirements should
be entertained as this could
increase customer
satisfaction.
- They should have at least
apologized and tried offering
additional service and be
nicer.
 note one of our orders.
Service recovery: N/A
Restitution: N/A
Problem solving: The forgotten
order was delivered after a
while.
IV. SERVICE QUALITY GAPS MODEL AUDIT
REMARKS
Customer Gap We had high expectations
because of experience
with similar cafes, so we
were disappointed.
Prices also set high
expectations.
Provider Gap 1, Inadequate service
the Listening Gap recovery. No staff
available for assisting the
customers with the
games. No response to
online reviews.
Provider Gap 2, The overall service
the Service process is poorly
Design and designed. Ordering was a
Standards Gap hassle. There was enough employees. Lower
seating, crowded layout,
and the tables were not
TOTAL 32
AVERAGE 4.6
RECOMMENDATIONS SCORE
Strive to provide the 6
same excellent service
before, especially now
that a lot of competitors
are springing up and
offering better options.
Re-train staff, especially 4
the manager, on
customer relations.
Addition of suggestion
box and feedback forms.
Billing system similar to 7
that of a bar.
More amicable
capacity to prevent
crowding. Periodically
 conducive to playing clean their ceilings, fans,
games. Had dirty ceiling and walls. The employee
fans and bad music. uniforms should look less
Employee uniforms were budget. We suggest they
subpar. play better music.

Provider Gap 3, Employees were Screen employees by 5

the Service unmotivated. No service attitude and train them
Performance Gap recovery. Customer roles on gameplay as well.
were explained by signs More employees to
and by the employee. divide the tasks better.

Provider Gap 4, The company has an Meet the standard they 5

the active Facebook page set for themselves on
Communications and Instagram account. social media. Revise
Gap The communications set their prices to match the
the level of expectations service they give.
very high. Menu items
were expensive.

TOTAL SCORE 27

AVERAGE SCORE 5.4