UNIVERSITI UTARA MALAYSIA

SECOND SEMESTER 2018/2019 SESSION

SBLE 3143 REPORT WRITING

LONG REPORT

Prepared for : Miss Henny Haryani Binti Ismail

Prepared by :

Name Matric No.

Sharifah Umi Salihah Binti Syed Sharani 244333

Nur Izyan Binti Muhijan 244407

Tan Mei Ting 245054

Ilya Zulaikha Binti Zailani 247297

Raja Nur Syarfa Binti Raja Ahmed 247308

Ku Athirah Binti Ku Abd Tawab 248491

Group : B

Date of Submission : 13 May 2019

i
AN EVALUATION OF THE CUSTOMERS’ SATISFACTION AND SALES
PERFORMANCE OF KAYU KITCHEN, CHANGLUN BASED ON THE
PRODUCTS AND SERVICES PROVIDED

ii
AN EVALUATION OF THE CUSTOMERS’ SATISFACTION AND SALES
PERFORMANCE OF KAYU KITCHEN, CHANGLUN BASED ON THE
PRODUCTS AND SERVICES PROVIDED

Prepared for:
Mr Mohd Zhafi Bin Mohamad
Owner
Kayu Kitchen Restaurant
Changlun, Kedah

Prepared by:
Raja Nur Syarfa Binti Raja Ahmed
Consultant
SBS Consultancy & Co
Changlun, Kedah

13 May 2019

iii
ACKNOWLEDGEMENT

First of all, we have taken efforts in this assignment report. The success and final
outcome of this assignment report required a lot of guidance and assistant from many
people and us extremely fortunate to have got this all along the completion of our
assignment. However, it would not have been possible without the kind support and
help many individuals. We would like to extend our sincere thanks to all of them.

The completion of this project assignment could not have been possible without the
participant and assistance from lectures and also each and every one of us in our
group. We are thankful to Ms. Henny Haryani Binti Ismail for giving us an
opportunity to do an assignment work and providing us all the support and guidance
for completing the assignment on time.

We are really grateful because managed to complete this assignment report within the
time given by Ms. Henny Haryani. This group assignment cannot be completed
without the effort and cooperation from our group members. We also would like to
express our gratitude to our friends and respondents for the support and willingness to
spend some time with us. Besides, we would like to appreciate the cooperation from
the owner of Kayu Kitchen, Mr Zhafi as he spent time to have an interview with us.

Our special thanks and appreciation also goes to the people who are directly or
indirectly helped us out in developing the assignment report.

iv
TABLE OF CONTENT

PAGE

TITLE FLY ii

TITLE PAGE iii

ACKNOWLEDGEMENT iv

TABLE OF CONTENT v-vii

LIST OF TABLES viii

LIST OF FIGURES ix-x

TERMS OF REFERENCE xi

EXECUTIVE SUMMARY xii-xiii

1.0 INTRODUCTION 1-4

1.1 Purpose Statement 1

1.2 Overview of Business 1-2

1.3 Background of Company 2-3

1.4 Current Situation 3

1.5 Problem Statement 3-4

1.6 Scope 4-6

1.6.1 Services 4-5

1.6.1.1 Workers’ efficiency 4

1.6.1.2 Attitude of workers 4-5

1.6.2 Menu 5-6

1.6.2.1 Price 5

1.6.2.2 Food quality 5-6

v
2.0 METHODOLOGY 7-8

2.1 Primary 7

2.1.1 Interview 7

2.1.2 Questionnaire 7

2.2 Secondary 7-8

2.2.1 Social media page review 7-8

2.2.2 Book review 8

2.2.3 Article review 8

3.0 ANALYSIS 9-37

3.1 Respondents 9-10

3.2 Services 10-23

3.2.1 Workers’ efficiency 10-15

3.2.2 Attitude of workers 16-23

3.3 Menu 24-35

3.3.1 Price 24-29

3.3.2 Food quality 30-35

3.4 Satisfaction towards Kayu Kitchen 36-37

4.0 CONCLUSION 38-39

4.1 Services 38

4.2 Menu 38-39

4.3 Overall conclusion 39

5.0 RECOMMENDATION 40-41

5.1 Services 40

5.2 Menu 40-41

vi
6.0 BIBLIOGRAPHY 42

7.0 APPENDIXES 43-45

7.1 Appendix 1: Questionnaire 43-46

7.2 Appendix 2: Interview questions 47-51

7.3 Appendix 3: Visual aids 52-54

vii
LIST OF TABLES

Pages

Table 1: Respondents. 9

Table 2: The waiter immediately takes order once customers have 10

their seat.

Table 3: The food is served less than 30 minutes after ordering. 12

Table 4: The food served is correct and complete according to the 14

customer order.

Table 5: The waiters treat customers politely. 16

Table 6: The waiter’s attire is neat and tidy. 18

Table 7: The waiters take a good care of their personal hygiene. 20

Table 8: The waiters take a good care of the restaurant cleanliness. 22

Table 9: Kayu Kitchen offers the best possible price plan. 24

Table 10: Frequency to visit Kayu Kitchen. 26

Table 11: The portion size is suitable with the price. 28

Table 12: The presentation of food is similar with the picture in 30

menu.

Table 13: The food served is tasty. 32

Table 14: The menu has a good variety of choices. 34

Table 15: Overall satisfaction towards Kayu Kitchen. 36

viii
LIST OF FIGURES

Pages

Figure 1: Respondents 9

Figure 2: The waiter immediately takes order once customers have 10

their seat.

Figure 3: The food is served less than 30 minutes after ordering. 12

Figure 4: The food served is correct and complete according to the 14

customer order.

Figure 5: The waiters treat customers politely. 16

Figure 6: The waiter’s attire is neat and tidy. 18

Figure 7: The waiters take a good care of their personal hygiene. 20

Figure 8: The waiters take a good care of the restaurant cleanliness. 22

Figure 9: Kayu Kitchen offers the best possible price plan. 24

Figure 10: Frequency to visit Kayu Kitchen. 26

Figure 11: The portion size is suitable with the price. 28

Figure 12: The presentation of food is similar with the picture in 30

menu.

Figure 13: The food served is tasty. 32

Figure 14: The menu has a good variety of choices. 34

Figure 15: Overall satisfaction towards Kayu Kitchen. 36

Figure 16: The overview of the restaurant 52

Figure 17: The view at the payment counter 52

ix
Figure 18: Arrangement of tables and chairs 53

Figure 19: The inspiration and theme based on the wooden pallets 53

Figure 20: Mr Zhafi is answering some questions asked by the team 54

Figure 21: Photo session with Mr Zhafi and his crew at the back 54

x
TERM OF REFERENCES

On 18 February 2019, the consultant of SBS Consultancy & Co., Raja Nur Syarfa
Binti Raja Ahmed was directed by the owner of Kayu Kitchen, Changlun, Mr Zhafi
bin Mohamad to evaluate the customers’ satisfaction and sales performance based on
the products and services provided with the scopes of services and menu and to
submit this report together with recommendation by 13 May 2019.

xi
EXECUTIVE SUMMARY

The purpose of this study is to evaluate customers’ satisfaction and sales performance
of Kayu Kitchen, Changlun based on the products and services provided. This report
covers the scopes of services and menu. It is hoped that with this report, the two areas
mentioned can be improved for future betterment.

This report gathers data from primary and secondary methods. For the primary
method, data was collected by distributed the questionnaires and did an interview. 50
respondents were chosen randomly to answer the questionnaire. Face to face
interview was also conducted with Mr Zhafi in getting information related to the
background and management of the café. In addition, information was gathered via
the secondary method by reviewing related books, articles and also the social media
page.

The first scope is menu. This scope covers the prices and food quality. The study
found that 96% of the respondents were satisfied with the possible price plan offer at
Kayu Kitchen. They think the price plan is cheap and affordable for student.
Furthermore, 80% of the respondents were dissatisfied between the presentation of
menu and when the food served to them. The portion of the food is much less than the
picture shown and it causes discomfort among the customers especially the customers
that try the food for the first time. It can be concluded that the customers were pleased
with the price offer but they were unhappy with the presentation of food served to
them. It is recommended for the café to change a new picture taken from the current
presentation of food in the menu and offer a special discount to students as it nearby a
learning institution.

The second scope is services. This scope covers the workers efficiency and attitudes
of workers. It is shows that 66% of the respondents satisfied with the services when
the waiters take order immediately once customers came. When the waiters saw the
customer came, they immediately take the customers’ order once they have their seat.
In addition, 84% of the respondents were satisfied with the waiter’s personal hygiene.
Their preference is always clean and they washed their hand before served the food.
They also wear hat, shoes and apron. Therefore, it can be concluded that the
customers were contented with the services offered by the waiters at Kayu Kitchen. It

xii
is recommended that the café should maintain the services and give extra training to
the workers to keep the efficiency.

xiii
1.0 INTRODUCTION
1.1 Purpose statement
The purpose of this report is to evaluate the customers’ satisfaction and sales
performance of Kayu Kitchen, Changlun based on the products and services
provided to the customers. The scopes of the investigation are services and
menu of Kayu Kitchen provided.

1.2 Overview of business

Nowadays, there are many food and beverage businesses in Malaysia and it
is one of the fast-growing industries. This is because the food and beverage is
the needs as a human and it plays a very important role in our life. Hence,
food and beverage are considered as the largest industry comprising of
various areas working together to cater guests’ food and beverage needs. In
this industry, the consumers will be aware that the food they choose is
suitable for the taste and it is good to eat. Compliance to standards by the
F&B industry through certification can be treated as a marketing tool to
enhance the customers’ satisfaction and they will feel confidence on the
foods and drinks. This is because the consumers trust and believe that the
foods and drinks are in high quality and free from hazards.

There are some criteria that customers use to evaluate the food and drink.
The first is about the taste of the food and drink itself. The customers will
rate the food and drink based on the taste, quality, quantity and the
deliciousness. Besides, the customers demand for fast, friendly and efficient
services. Hence, the attitude and efficient of workers is one of the criteria
that customers use to evaluate the food and drink. The environment of the
café or restaurant also takes into consideration.

Western food or Western cuisine is the cuisines of Europe and the other
Western country (Rabbit, 2012). The quintessential meat or seafood dish is
the hallmark of Western cuisine. Succulent cuts of steaks, chops, filets, ribs
and more, together with seafood prepared in various ways such as grilled,
battered and fried and so on. The Western tableware is knife and fork with
the food ingredients such as the flour, sugar, butter, etc.

1
 Not quite indoors, not quite outdoors, open-air eateries are an idyllic place to
enjoy the gorgeous weather (Tardiff, 2016). Open-air restaurant provides the
customers the opportunity to get closer with the nature but not only the brick
and mortar. The customers enjoy the meal and at the same time enjoy the
wind blowing.

1.3 Background of company

Kayu Kitchen Restaurant starts to operate since 1st February 2016 and
already run the business for three years. The Kayu Kitchen is located at 147
276, Changlun, 06010 Bukit Kayu Hitam, Kedah Darul Aman. The owner of
the restaurant is Mr Zhafi bin Mohamad, 31 years old. This restaurant is
named as Kayu Kitchen because the certain of the tables and chair are made
from wood and they are made by Mr Zhafi. Moreover, Mr Zhafi decided to
choose a simple name for his restaurant because it makes customers easier to
remember and recognize.

Before becoming a Western restaurant, Kayu Kitchen was a regular dining

restaurant like selling hot dishes. However, there are too many hot-food
restaurants in Changlun area. Therefore, Mr Zhafi decided to make changes.
Currently, Kayu Kitchen has three waiters to cover all 40 tables and a worker
who does the beverages.

The inspiration for Mr Zhafi to open this business is due to the restaurant
location and thus Mr Zhafi grabs the opportunity and finally he is success to
introduce western cuisine menu. Even though Mr Zhafi is actually an expert
in cooking hot dishes but he believes that customers will preferable to choose
the other exiting hot dishes restaurant. Hence, he decided to come out with
new idea which is the western food as their main dish and at the same time
providing other choices like char kuey teow, rice as a side dish. Kayu
Kitchen provides a side order in a menu to improve sales.

Kayu Kitchen operates from 5p.m. until 1a.m. every day except Wednesday.
Every day, Kayu Kitchen has the happy hours at two time periods, which are

2
 5p.m until 7p.m and at night on 11.p.m until 1 a.m. The customers enjoy the
beverage at the cost of RM1.00 each if they make payment during the happy
hours. Kayu Kitchen uses this kind of strategy as one of attraction and also
appreciation to customers who often visit their restaurant regularly.

1.4 Current Situation

The current situation in Kayu Kitchen, Changlun is that the sales of the
restaurant are dropping recently as the number of customers visiting the
restaurant has declined slightly. During the operation, the peak hour of Kayu
Kitchen is normally on 7pm whereby the customers will start to come in to
have their dinner. The restaurant will normally be full of customers during
this hour and onward. However, recently, the number of customers is
dropping.

Besides, Kayu Kitchen has a big obstacle, which is the competitor, Mambo
Bistro. Mambo Bistro is a western restaurant that operates in Changlun too
and the distance between these two restaurants is just around 8 minutes.
Therefore, the customers have more choices when they want to have a
western meal. In addition, some customers have requested for new menu but
still there is no change. Day by day, the number of customers becomes less
and this obviously affects the sales of Kayu Kitchen and hence affects the
monthly profit.

1.5 Problem statement

For a business, the main goal is to gain the targeted profit or even more than
the targeted. However, starting from 2018, Kayu Kitchen’s sale has slightly
dropped. Recently, it is common to hear the customers to complain on being
late in serving the foods because the one of the workers is not always
available due to the reason that he needs to deliver the foods. The delivery
service is a new service that provided by Kayu Kitchen. Hence, the
remaining workers need to work 3 workers’ job. As the result, the customers’
satisfaction toward the restaurant is affected. Thus it influences the sales.
Because of the decreasing in sales, it affects Kayu Kitchen’s profit and
financial status, which is totally against the aim of Kayu Kitchen. Hence, this

3
 study would like to analyse the customers’ satisfaction and sales performance
of Kayu Kitchen based on the products and services provided to the
customers.

1.6 Scope
1.6.1 Services
1.6.1.1 Workers efficiency

Kayu Kitchen has its own standard operating procedure (SOP)

in order to serve the food to customers in a specific time. The
workers must be being efficient to take the order and prepare
the food until serving the food in the meantime. Insufficient
number of workers will influence the time taken for serving
the foods to customers by dragging the time to serve above 30
minutes. Normally, it takes below 30 minutes from the minute
when the customer orders the food until the minute it will
serve. It is beneficial for employer to help his workers to
expend their skills in serving the customers and can help them
to improve their efficiency (Hicks, 2017). Hence, this study
would like to analyse the customers’ satisfaction over the
efficiency of the workers.

1.6.1.2 Attitude of workers

The staff at the restaurant will be evaluated in term of the
attitude of the waiter who serves the customer. The waiter
need to have a good ability to deal with the bustle and hustle
with the positive attitude to deliver a good customer service
(Kokemuller, 2018). The unfriendly workers will cause the
uncomfortable feeling to customers for them to visit the
restaurant again another time. Besides, attitude of worker also
includes about the personal hygiene and appearance of the
staff. For business restaurant sector, staff appearance is a
compulsory to attract the customers. Hence, this study would

4
 like to analyses the customer satisfaction on the attitude of the
workers.

1.6.2 Menu

1.6.2.1 Price

First thing when customers go to the restaurant is they tend to

look at the price of the food. Before the customers even read
the menu, they are looking for a specific food they want, and
then the price. As the menu prices is important to the
customers, so they are willing to spend for a meal before they
come to your restaurant. If the restaurants do not meet
customers’ satisfaction, the chances for customers to walk out
from your restaurant is relatively high even before
experiencing your food. A “reasonable” pricing strategy
positively affect customer satisfaction, but it will also make
things easier when and if you need to increase prices (Melanie,
2017). A reasonable price is not a lowest price but the value of
the food is the same with the quality provided. Hence, this
study would like to analyses the customer satisfaction towards
the price of the food at Kayu Kitchen.

1.6.2.2 Food quality

Customers always look at the presentation of the dish when
they get the food. Through the presentation, the customer will
know that the quality of the food is good or bad. There are
some factors that show the quality of food such as taste,
colour, texture and grade standards. All these things are
required to meet the customers’ needs. Food quality
significantly affects customer satisfaction and behavioral
intentions and also revealed that the relationship between food
quality and customer behavioral intentions is mediated by
satisfaction (Young & Soo, 2007). A good restaurant does not

5
compromise when it comes to serving good food. Good
serving quality and tasty food will earn a restaurant a good
reputation and make customers to come again. Hence, this
study would like to analyses the customer satisfaction towards
the food quality served at Kayu Kitchen.

6
2.0 METHODOLOGY
2.1 Primary
2.1.1 Interview
An interview session was conducted with the owner of Kayu Kitchen
Changlun, Mr Zhafi bin Mohamad. This face-to-face interview started
with the development story of this restaurant from the beginning until
now. We proceeded with the questions about the menu, price, and
promotion offered to the customers. Besides, the training and
development on his staff were asked to get more information about the
kitchen handlings, the procedures, rules and any issue related. Other
than that, questions about the current challenges that he need to faces
while opening this restaurant were asked in this session. This interview
method will help us to collect data from the primary source that is can
be trusted.

2.1.2 Questionnaire
We collected the data by distributing a questionnaire survey to the
respondents personally. There were 15 questions constructed regarding
the important scopes in Kayu Kitchen. The scopes that we chose were
menu, food quality, worker’s efficiency and attitude of worker. We
handed out the open-ended questionnaires to 50 respondents. This
simple random sampling method is used in order to distributing the
questionnaire. This questionnaire’s purpose is to analyze customers’
thoughts and satisfaction towards Kayu Kitchen.

2.2 Secondary
2.2.1 Social media page review
To obtain further information from different sources, we used the
social media page to find any relatable data about Kayu Kitchen.
Media socials such as Facebook and Instagram helped to gained in
more data basically to promote and market to outsiders or a huge mass
of target markets. Besides, a blog, article or any other online search
engine that giving out their personal review or experience sharing

7
 increased the data collection about the restaurant. This method is also
popular to collect information from different parties.

2.2.2 Book review

We used this method to collect more information regarding to the
evaluation of customers’ satisfaction, book by Usman A.B. (2015)
Vocabulary knowledge and the overall report writing quality.
Germany: Lap Lambert Academic Publishing was being referred to
guide us in making a good report. This could ensure that we collected
more data and submitted an organize report and can be understand
clearly. Therefore, this book assisted us in evaluating the customers’
satisfaction at Kayu Kitchen.

2.2.3 Article review

The related articles regarding the evaluation of customer satisfaction
were used to collect more information. The articles were listed in the
table below:

No. Title of Article Author

1 Top 10 ways to improve employee Alexandra Hicks
efficiency

2 How your pricing strategy affects Melanie

customer satisfaction
3 Open kitchen restaurants: Bane or The Asia’s First
Advantage Dedicated Channel
4 What is the Western food Jack Rabbit
5 These 7 Open-Air Restaurants are Made Sara Tardiff
for Warm Weather Dining.
6 The qualities of a waiter Neil Kokemuller

8
3.0 ANALYSIS

3.1 Respondents

Respondent Number of respondents Percentage (%)

Student 48 96
Staff 2 4
Other 0 0
Table 1: Respondents

Respondents
4%

0, 0%

Student

Staff

96%

Figure 1: Respondents

The pie chart in figure 1 shows the percentage of the respondents who are
from UUM students and staff. The questionnaires were distributed at
around the campus area so that the number of respondent from students are
higher that staff. There are 96% of the respondents are students and the
remaining respondents are staff which stands 4% from overall. Total of our
respondents for this survey were 50 respondents.

Majority of the respondents are from student because the customers of

Kayu Kitchen Restaurant are mostly coming from student of Universiti
Utara Malaysia. Besides, students from Universiti Utara Malaysia are one
of the regular customers of Kayu Kitchen Restaurant as stated by the owner

9
 Mr Zhafi. Meanwhile, the minority of the respondents are from staff
because the questionnaires are distributed most among the students.

It can be concluded that most of the customers of Kayu Kitchen are

students of UUM. It recommended for Mr Zhafi to expand his marketing
about the Kayu Kitchen Restaurant to others in order to attract customers
from various source not just only among the students.

3.2 Services

3.2.1 Workers efficiency

3.2.1.1 The waiter immediately takes order once customers have their
seat

Responses Number of respondents Percentage (%)

Yes 33 66
No 17 34
Table 2: The waiter immediately takes order once customers have
their seat

The waiters immediately takes the

order once customers have their seat

34%
Yes
No

66%

Figure 2: The waiter immediately takes order once customers

have their seat

10
The figure 2 shows the percentage of the action that be taken
by the waiter either they immediately take the order once
customers have their seat or not. The first action from
restaurant to immediately take order of their customer once
they have their seat is the important elements to attract
customer to come again. The fastest service restaurant can
provided shows the restaurant are welcoming their customers.
From the figure, it shows that 66% of respondents stated Yes
that waiter at Kayu Kitchen immediately take order once they
have their seat while 34% of respondent stated No.

Majority respondents that choose Yes mentioned that the

waiter always ready to welcome their customer and cause
them to immediately takes order once customer have their
seat. Respondents also said that once the waiters saw the
customer coming, they immediately will approach and
immediately take order once they have their seat. Thus, it
gives the good experience towards customers with their fastest
services in taking order.

However, minority of the respondent mentioned that the

waiters of Kayu Kitchen did not take their order immediately
once they have been seat and they need to wait around three to
five minutes for waiters to take their order especially when on
peak hour. Hence, several respondents said that the waiter
only give the menu first then three minutes later they will
come again to take the order or sometimes they need to please
the waiter to take their order. It shows that the customers need
to wait for put an order and it drags their times.

It can be concluded that the waiters of Kayu Kitchen are

efficient in taking customers’ order because they will take
order instantly once the customers have been sat down and
they provide faster services so the customers will not have to
take a long time to put an order. Just it is recommended that

11
 Mr Zhafi need to hire more workers for them to provide best
services especially in peak hours to overcome the complaint
from customer about late time in taking the order.

3.2.1.2 The food is served less than 30 minutes after ordering

Responses Number of respondents Percentage (%)

Yes 31 62
No 19 38
Table 3: The food is served less than 30 minutes after ordering

Food is served less than 30 minutes

70

60

50

40
Yes
30 No
20

10

0
Yes No

Figure 3: The food is served less than 30 minutes after ordering

The bar chart above in Figure 3 shows the percentage of

respondents on their viewpoints regarding the food is being
served in less than 30 minutes. One of the factors that must be
considered by workers in Kayu Kitchen is the efficient
delivery time. The time taken to serve the customers should be
fast to ensure the customers are satisfied with the services
offered. According to the feedback from respondents, 62% of
the respondents are choosing ‘Yes’ for the food is served less

12
than 30 minutes while only 38% of the respondents are
choosing ‘No’ for this statement.

More than half of the respondents are saying ‘Yes’ to the

statement. This is because it depends on how many customers
dine in at Kayu Kitchen at that time. If there is less number of
customers at the Kayu Kitchen, the time taken to serve the
food is quiet fast. Moreover, it is depending on what type of
foods that the customers have ordered. If they order ready
foods like only fries and other light foods, thus they can get
the foods in less than 30 minutes.

However, there is minority of the respondents say ‘No’ to the

food is being served less than 30 minutes. This is because the
customers often came during peak hours at dinner time and
there are many customers at Kayu Kitchen at that time. In
addition, some of the customers mentioned that the drinks are
served later than foods because there is only one worker who
makes all the drinks. Hence, they have to wait for a long time
in order to get the drinks.

Therefore, it can be concluded that the time taken to serve

food at Kayu Kitchen is efficient and take less time to serve an
order. It is recommended that the owner of Kayu Kitchen to
hire more workers in making drinks and beverages in order to
increase the workers efficiency.

13
3.2.1.2 The food served is correct and complete according to the
customer order

Responses Number of respondents Percentage (%)

Yes 47 94
No 3 6
Table 4: The food served is correct and complete according to the
customer order

The food served is correct and

complete according to the customer
order

6%
YES
NO

94%

Figure 4: The food served is correct and complete according to the

customer order

The pie chart in Figure 4 shows the percentage of the

respondents on their viewpoint regarding the food served is
correct and complete according to the customer order. One of
the factors that must be considered by Kayu Kitchen is the
service provided to the customers. Kayu Kitchen must ensure
the customers are satisfied with the service offers. Based on
the survey, 94% of the respondents stated ‘Yes’ with the
statement of the food served is correct and complete according

14
to the customer order whereas only 6% of the respondent
stated ‘No’ with the statement.

Most of the respondents choose ‘Yes’ with the statement

because normally the food is served correctly according to the
customer order and they are satisfied with the services.
Moreover, the workers also will record the order on a piece of
paper and serve based on the order. Some of the respondents
mentioned that they never faced any bad experience while
having their meal at Kayu Kitchen.

However, there is a minority of the respondent choose ‘No’ as

the workers mistakenly served the wrong food item and it
causes discomfort among the customers especially during
peak hours. Moreover, one of the respondents said that the
waiters mistakenly record a wrong food item and after food
arrives, they had to make a complaint that they are mistakenly
write a wrong food item which they had replace a new food
item according to customers order.

Therefore, it can be concluded that the services providing by

Kayu Kitchen is efficient as the workers rarely served
incorrect food to the customers and this is one of the factors
that lead to a good customers’ service. It is recommended that
the Kayu Kitchen to maintain the services in order to gain
more customers in future.

15
3.2.2 Attitude of workers

3.2.2.1 The waiters treat customers politely

Responses Number of respondents Percentage (%)

Yes 48 96
No 2 4
Table 5: The waiters treat customers politely

The waiters treat customers politely

4%

YES

NO

96%

Figure 5: The waiters treat customers politely

The pie chart in Figure 5 shows the percentage of the

respondents on their viewpoint regarding whether the waiters
treat customers politely. One of the factors that must be
considered by Kayu Kitchen is the attitude of the workers
towards the customers. Kayu Kitchen has to ensure their
workers are showing a good attitude while providing a service
to customers. Based on the survey, 96% of the respondents
stated ‘Yes’ with the waiter does treat customers politely
whereas only 4% of the respondents stated ‘No’ with the
statement.

16
Most of the respondents agreed with the statement because the
waiters are showing a good manner and friendly while
providing services to customers. Moreover, the workers also
providing fast services and always smiling when taking
customers’ order. Hence the customers never faced any bad
experience about the attitude of the workers. In addition, some
of them mentioned that the workers provide an efficient
service such as being friendly and showing a good attitude
while handling customer.

However, there is a minority of the respondent say that the

workers sometimes show their boring face and seem
uninterested with the customers and thus some of the
respondents faced bad experience while having the dinner or
supper at Kayu Kitchen. Besides, the unfriendly workers will
caused the uncomfortable feeling to customers and it will
caused the customers do not want to visit the restaurant again
another time.

Therefore, it can be concluded that the Kayu Kitchen workers

provides good services when serving the customers and this is
one of the factors that lead to customers’ satisfaction. It is
recommended that the Kayu Kitchen to keep practicing a good
manner in handling customers in order to gain customer
satisfaction.

17
3.2.2.2 The waiter’s attire is neat and tidy

Responses Number of respondents Percentage (%)

Yes 48 96
No 2 4
Table 6: The waiter’s attire is neat and tidy

The waiter's attire is neat and tidy

4%

Yes
No

96%

Figure 6: The waiter’s attire is neat and tidy

The pie chart above in Figure 6 shows the percentage of

respondents on their opinion regarding the waiter’s attire at
Kayu Kitchen, Changlun is neat and tidy. The appearances of
the staff in a restaurant is important because it shown the
cleanliness aspects when working. Therefore, the waiter’s
attire must be taking into consideration as to ensure the
customers satisfaction. From the chart above, 96% of
respondents stated ‘Yes’ that the waiter’s attire is neat and
tidy, while 4% of respondents stated ‘No’.

Majority of the respondents say that the waiter’s attire is neat

and tidy as the waiters wear a complete uniform with apron
and cap which makes the respondents comfortable when the
waiters approached them. Plus, the waiter’s attire at Kayu
Kitchen, Changlun which is a cowboy theme makes it an eye

18
catching to the customers because of the uniqueness. Thus, it
made good experiences for the customers. Some of the
customers explained that the same attire of the waiters makes
them look clean.

However, minority of the respondents said the waiter’s attire

is not neat and tidy because they had faced a bad experience
when having the dinner and supper at Kayu Kitchen. The
respondents mentioned that the waiter’s attire was a bit messy
after long period of working hours. In addition, there are some
waiters did not tight in the uniform accordingly.

Therefore, it can be concluded that the waiter’s attire at Kayu

Kitchen is clean and not messy which makes the customers
satisfied with it. It is recommended that the owner of Kayu
Kitchen, Mr Zhafi to ensure that the workers wear the uniform
accordingly to the rules specifically after long period working
hours.

19
3.2.2.3 The waiters take a good care of their personal hygiene

Responses Number of respondents Percentage (%)

Yes 42 84
No 8 16
Table 7: The waiters take a good care of their personal hygiene

The waiters take a good care of their

personal hygiene
Waiter's Hygiene

No 16%

Yes 84%

0% 20% 40% 60% 80% 100%

Figure 7: The waiters take a good care of their personal hygiene

The bar chart above in Figure 7 shows the percentage of

respondents on their opinion whether the waiters take a good
care of their personal hygiene in Kayu Kitchen. The personal
hygiene of workers is one of the aspects that need to take
consideration in order to satisfy the customers. Personal
hygiene can cause a bad image to the restaurant if it is not
taking well care. The result of the survey stated that 84% of
respondents stated that the waiters take a good care of their
personal hygiene while 16% of the respondents oppose with
the statement.

Majority of the respondents said that the waiters take a good

care of their personal hygiene. This is because the waiters
wear a hat, apron and clean cloth during the working hour
which cause them look good. Moreover, some of the
respondents explained that their notice the staff will always

20
wash hand before delivering the order to customer. The
waiters’ nail and hair also are always neat and well. Thus, it
makes the respondents come more often to the Kayu Kitchen.

But, minority of the respondents said the waiters did not take a
good care to their personal hygiene. The respondents
explained that the waiters sweat a lot when working which
cause unpleasant situation to the customers while eating.
Besides, sometimes the waiters did not wear a cap which
makes their hair looks messy in front of the customers.

Therefore, it can be concluded that the staff’s personal

hygiene is being well managed and it is one the factors
contributing to customers’ satisfaction as it can give attraction
to the customer. So, it is recommended that the staff can
change the other working uniform if sweat a lot after long
working hours.

21
3.2.2.4 The waiters take a good care of the restaurant cleanliness

Responses Number of respondents Percentage (%)

Yes 44 88
No 6 12
Table 8: The waiters take a good care of the restaurant cleanliness

The waiters take a good care of the

restaurant cleanliness

12%

Yes
No

88%

Figure 8: The waiters take a good care of the restaurant cleanliness

Figure 8 shows the percentage of respondents on their opinion

regarding the waiters take a good care of the restaurant
cleanliness. The restaurant environment must be clean to
ensure that there is no bad impression by the custoemrs. This
also makes the customers satisfied with the services. Based on
the survey, 88% of respondents said that the waiters take a
good care of the restaurant cleanliness while the other 12%
stated otherwise.

Majority of the respondents say that the waiters take a good

care of the restaurant cleanliness. This is because the waiters
clean the table immediately after the customers had leave. In
addition, after the business hour, the staffs clean the place
entirely together. Besides, there is no rubbish such as tissue on

22
the floor because the waiters will always mop and sweep the
floor and thus it shows that the waiters at Kayu Kitchen take
an excellent care of the restaurant cleanliness.

However, minority of the respondents said that the waiters did

not take a good care of the restaurant cleanliness. This is
because some of the respondents had a bad experience when
they came eating at Kayu Kitchen. The respondents stated that
the table is sticky and dirty when they arrives at Kayu Kitchen
which uncomforted for them to come often. Besides, the
respondents also explained that the toilet at Kayu Kitchen is
dirty.

Therefore, it can be concluded that Kayu Kitchen is clean and

workers clean it often as the cleanliness of a restaurant effect
the customers’ satisfaction. It is recommended for the owner
to ensure that the waiter wipes the table more often and
improvise the toilet cleanliness.

23
3.3 Menu

3.3.1 Price

3.3.1.1 Kayu Kitchen offers the best possible price plan

Responses Number of respondents Percentage (%)

Yes 48 96
No 2 4
Table 9: Kayu Kitchen offers the best possible price plan

Kayu Kitchen offers the best

possible price plan

4%

Yes
No

96%

Figure 9: Kayu Kitchen offers the best possible price plan

The pie chart above in Figure 9 shows the percentage of

respondents on their opinion about the possible price offers in
Kayu Kitchen. The price offers by this restaurant is one of the
main reasons for customers to choose and make comparison
between other western restaurants’ offered price. The
comparison is to make the customers’ satisfaction regarding
the price and food served to them. According to the analysis
on Kayu Kitchen, 96% of respondents stated that the
restaurant offers the best possible price plan, while 4% stated

24
that the price offers by Kayu Kitchen is not reasonable to meet
their expectation.

Majority number of respondents stated ‘Yes’ that Kayu

Kitchen offers the best possible price plan. This is because the
pricew is standard and normal price rate for any western
cuisine restaurant. Menus like Chicken Chop, Grilled Chicken
Chop and Meatballs for RM10.00 each are the common price
offers by other western restaurant including Kayu Kitchen.
This restaurant also provides RM1.00 drinks during a special
limit hour and free drinks to those who orders via Cash on
Delivery (COD) service. This type of promotion is needed for
students as it can save money to dine in at the restaurant.

But minority of the respondents stated ‘No’ regarding the

possible price offers by Kayu Kitchen. Some of the
respondents mentioned the price is quite expensive from other
western restaurant. Besides, the portion of food served in a
plate is not suitable with the price offered. Hence, the
respondents do not feel worth to buy and eat at Kayu Kitchen.

It can be concluded that Kayu Kitchen sells the food at

reasonable price. The moderate price offered and within a
budget suits with the living cost in Changlun especially
towards UUM citizens. It is recommended for Kayu Kitchen
to maintain the price or increase different types of promotion
and deals to attract more customers to visit their restaurant and
enjoy their food.

25
3.3.1.2 Frequency to visit Kayu Kitchen.

Responses Number of respondents Percentage (%)

Yes 22 44
No 28 56
Table 10 : Frequency to visit Kayu Kitchen.

Frequency to visit Kayu Kitchen

44%
Yes
No
56%

Figure 10 : Frequency to visit Kayu Kitchen

The pir chart above in Figure 10 shows the percentages of

respondents regarding their frequency on how often do they
come to Kayu Kitchen. The satisfactions of every aspect can
increase the frequency of customers to go to the restaurant
repeatedly. The price of food must be reasonable despite of
having a delicious food served to the customers. However,
most of the respondents do not come to Kayu Kitchen
regularly. Based on the data on Kayu Kitchen, 56% of
respondents responded that they rarely visit this restaurant and
the remaining 44% responded that they often come to Kayu
Kitchen, Changlun.

26
Majority numbers of respondents say that it is not frequent for
them to visit Kayu Kitchen due to several reasons given. One
of the reasons is that the respondents do not prefer to eat at
this restaurant and they prefer to visit other western restaurant
instead. Next, Kayu Kitchen, Changlun does not provide
variety of food in their menu. It is also quite far for the
respondents to come here which some of the respondents
mentioned that they come to Kayu Kitchen once a month or
less. Besides, the respondents also prefer to dine inside UUM
rather than going out for dinner.

However, 44% of respondents often come to Kayu Kitchen to

have their dinner. This is because of the price and menu offers
from them meet the expectation of these respondents. Some of
the respondents mentioned that they frequently visit this
restaurant around two times in a week. Kayu Kitchen’s
location is the nearest to UUM makes the respondent to come
here repeatedly. Besides, Kayu Kitchen operating hours until
the midnight becomes the main attraction for students to
spending time with their friends.

Therefore, it can be concluded that the respondents seldom

visit Kayu Kitchen due to the factors given such as variety of
food, price offered, far location and others. It is recommended
for Kayu Kitchen to gives choices of different menu to attract
customers to come and be a regular customer.

27
3.3.1.3 The portion size is suitable with the price.

Responses Number of respondents Percentage (%)

Yes 28 56
No 22 44
Table 11: The portion size is suitable with the price.

The portion size is suitable with the

price
Size of portion given is suitable with the price

No 44%

Yes 56%

0% 10% 20% 30% 40% 50% 60%

Figure 11: The portion size is suitable with the price.

The bar chart above in Figure 11 shows the percentage of

respondents on their opinion about the portion size given is
suitable with the price. The price offers by this restaurant is
one of the main reasons for customers to visit Kayu Kitchen.
The portion size of the food given also plays an important
factor. The comparison is to make the customers’ satisfaction
regarding the price and portion size served to them. Based on
the survey on Kayu Kitchen, 56% of respondents stated that
the restaurant served the suitable portion size with the price
given, while 44% stated that the portion size is not suitable
with the price given to them.

Majority number of respondents say that the portion served is

suitable with the price offers. This is because the portion size
is considered suitable for the price offered. The quantity
served for them is enough and the plate itself is full with

28
everything depends on the menu selected. The respondents are
satisfied with the portion as it compare to the price they paid
for especially for the student plan. This plan offers the free
drink to their customer through COD service. The respondents
feel worth to pay for the portion served to them.

However, minority of the respondents say the portion is not

suitable because the quantity of food served is little compare
to other western restaurant. The portion is quite small and the
respondent might want to have a second round due to
insufficient amount of portion. Besides, some of the
respondents mentioned that several menus’ portion is not
suitable with the price for example, the char kuey tiaow has a
small portion and the price is quite high for the students. This
shows that the restaurant does not have any consistency in
serving the portion of food for their customers.

Hence, it can be concluded that Kayu Kitchen serves the food

which is tally with the price given. The portion given is
enough for the majority of the respondents since the price
offered is consider as cheap and affordable for students. So, it
is recommended that the cook to maintain the portion of food
for all types on menus to avoid any dissatisfaction of regular
or new customers who visits Kayu Kitchen. Their first
impression and experience means a lot to enhance a better
feedback to others.

29
3.3.2 Food quality

3.3.2.1 The presentation of food is similar with the picture in menu

Responses Number of respondents Percentage (%)

Yes 10 20
No 40 80
Table 12: The presentation of food is similar with the picture in menu

The presentation of food is similar

with the picture in menu
90%
80%
70%
60%
50% The presentation of
40% food is similar with the
picture in menu
30%
20%
10%
0%
Yes No

Figure 12: The presentation of food is similar with the picture in

menu

The bar chart in Figure 12 shows the percentage of

respondents on their opinion regarding the presentation of
food served in Kayu Kitchen, Changlun is similar with the
menu. One of the criteria that must be considered by the
owner of Kayu Kitchen is the presentation of food served. The
quantity of food served must be taking into consideration in
order to ensure that the customers are satisfied with the service
and product offered. However, the food served and the food in
the menu is not the same especially in term of the portion
served. From the bar chart above, 20% of respondents stated

30
‘Yes’ that the food served is similar with the picture in menu,
while 80% of respondents stated ‘No’.

Majority of the respondents said that the presentation of food

is different with the picture shown in the menu and it causes
discomfort among the customers especially the customers try
the food at the first time. Moreover, the portion of the food is
much smaller than the picture shown and advertised. Thus it
made bad experiences for the customers. Some of the
customers mentioned that the image in the menu is small and
cannot arouse them to take a try the popular food or menu.

However, minority of the respondents say the presentation of

food is similar with the picture showed in the menu. This is
because they never faced any bad experience while having
their dinner or supper at Kayu Kitchen. In addition, some of
the respondents mentioned the picture in menu is totally the
same as the food served in term of arrange of food, the
ingredient, portion and even the use of plate,

Therefore, it can be concluded that the food served by Kayu

Kitchen is different with the picture advertised in the menu
and this is one of the factors causing poor service by the Kayu
Kitchen, Changlun. It is recommended that the owner of Kayu
Kitchen, Mr Zhafi to change a new menu with a new image
taken from the current presentation of food to overcome the
complaint of customers.

31
3.3.2.2 The food served is tasty

Responses Number of respondents Percentage (%)

Yes 38 76
No 12 24
Table 13: The food served is tasty

The food served is tasty

24%

Yes
No

76%

Figure 13: The food served is tasty

The pie chart in Figure 13 shows the percentage of

respondents on their opinion regarding the food served is tasty
in Kayu Kitchen. The tastiness of food is one of the criteria
that need to take consideration in order to encourage the
customers to go repeatly to the restaurant. The food must be
tasty to ensure the customers are satisfied with the service
offers. Based on the survey on Kayu Kitchen, Changlun, 76%
of respondents responded that the food served is tasty and the
remaining 24% oppose with the statement.

Majority of the respondents say that the food served is tasty.

This is because the food served meet the great expectation and
it is suitable with the price charged. Besides, some of them
mentioned that the all the Lava drinks such as Lava Corn,
Lava Ice Coffee, Lava Ice Tea are delicious and very special.

32
Most of the respondents mentioned that Char Kuey Teow is
very delicious and love it very much. The ingredients like the
shrimp and shellfish are very fresh and do not have the fishy
smelly.

But, minority of the respondents say the food is unpalatable

because they faced bad experience as the taste is different
every time they go there. The taste and flavour are sometimes
tasty and sometimes not and thus sometimes the customers
satisfied with the food served and sometimes not. Besides,
some of the respondents mentioned that during the peak hour,
the taste of food is hard to maintain.

Therefore, it can be concluded that the Kayu Kitchen is

providing delicious food and the food is good to eat. This is
one of the factors to attract the customers. So, it is
recommended that the cook need to maintain the performance
and practice more so that he can cook a better food during the
peak hour of business.

33
3.3.2.3 The menu has a good variety of choices

Responses Number of respondents Percentage (%)

Yes 14 28
No 36 72
Table 14: The menu has a good variety of choices

The menu has variety of choices

No 72%

The menu
has variety of
choices
Yes 28%

0% 20% 40% 60% 80%

Figure 14: The menu has a good variety of choices

The bar chart in Figure 14 shows the percentage of

respondents on their opinion regarding the menu has a good
variety of choices in Kayu Kitchen. The choice of food in a
restaurant is one of the attractions for the customers to choose
the restaurant as a place to have their dinner. The choices must
be enough to ensure the customers are satisfied with the
service offers. However, the menu in Kayu Kitchen does not
have variety of choices. According to the survey on Kayu
Kitchen, 28% of respondents stated that the restaurant has
many choices of food, while 72% stated that the choices are
not sufficient to meet their need.

Majority of the respondents say that the choices of food are

not enough. This is because Kayu Kitchen is a Western

34
restaurant but the choices for western food are just few like
Lamb Chop, Chicken Chop, MeatBall, Fish & Chip and also
Chicken Grill. The other non-Western foods served are such
as Nasi Daging Rusa, Nasi Daging Lembu, Nasi Daging
Kambing, and also Char Kuey Teow. In addition, some of the
respondents mentioned that the choices do not meet their
expectation as a Western restaurant.

However, minority of the respondents say the food is choices

provided by Kayu Kitchen is enough and sufficient. This is
because Kayu Kitchen provides their flavoured food like
Chicken Chops and thus they are satisfied with the choices of
Kayu Kitchen. Besides, the Lava drinks are very special and
loved by lots of customers hence the food choices problem
does not bother them so much.

Therefore, it can be concluded that the Kayu Kitchen does not

provide ample of Western food for the customers and this is
one of the factors causing poor service by Kayu Kitchen,
Changlun. It is recommended that the owner provides more
Western foods such as mushroom soup, Rib-eye, T-bone, aged
tenderloin, grass fed sirloin as it is a Western restaurant.

35
3.4 Satisfaction towards Kayu Kitchen
Responses Number of respondents Percentage (%)
Completely 7 14
satisfied
Satisfied 42 84
Dissatisfied 0 0
Completely 1 2
dissatisfied
Table 15: Overall satisfaction towards Kayu Kitchen

Satisfaction towards Kayu Kitchen

90

80

70

60

50

40

30

20

10

Completely satisfied Satisfied Dissatisfied Completely dissatisfied

Figure 15: Overall satisfaction towards Kayu Kitchen

36
The bar chart above in Figure 15 shows the percentage of respondents on
their overview regarding the overall satisfaction at Kayu Kitchen. All the
criteria that need to take into consideration by Kayu Kitchen are price, food
quality and workers efficiency and also attitude of workers. These criteria
must be considered to ensure the customers are satisfied with the overall
situation. There are 14% and 84% of the respondents are completely satisfied
and satisfied with the overall situation offered by Kayu Kitchen whereas
there is none and 2% of respondents dissatisfied and completely dissatisfied
with the Kayu Kitchen.

Majority of the respondents satisfied with the services and menu at Kayu
Kitchen. This is because some of the respondents mentioned that the taste of
the food is suit with their taste. Moreover, the environment was good and it is
a best place to hang out with friends. In addition, one of the respondents state
that overall at Kayu Kitchen is good such as it is near to UUM but less in
term of the portion size and not suitable with the price.

There is a minority of the respondents dissatisfied with the overall condition

at Kayu Kitchen. This is because they mentioned that the price is quite
expensive. The portion size of food is not suitable with the price.
Furthermore, they stated that the service is quite late if there are too many
customers and they have to wait longer for foods to serve.

Hence, it can be concluded that the respondents are very satisfied with
overall situation at Kayu Kitchen including price, services and food quality.
It is recommended that the owner of Kayu Kitchen need to increase the food
portion with variety types of foods.

37
4.0 CONCLUSION

4.1 Services

Based from the findings on the data survey in Kayu Kitchen, it can be
concluded that majority of customers who visits this restaurant are UUM
students. It is needed to maintain the best service by serving the good
workers’ efficiency and the attitude of workers which plays the vital role to
increase the satisfactory of customers.

It can be concluded that the waiters of Kayu Kitchen are efficient in taking
customers’ order because they will immediately take order once the
customers have their seat and they are providing the fastest services so the
customer will not have to take a long time to put an order. Next, the time
taken to serve food at Kayu Kitchen is efficient and the services providing by
Kayu Kitchen is efficient and this is one of the factors that lead to a good
customers’ service.

The attitude of the Kayu Kitchen workers is good and there are friendly
towards the customer. Besides, the waiter’s attire at Kayu Kitchen is neat and
tidy which makes this not the factors causing the poor service. The staff’s
personal hygiene at Kayu Kitchen is one the aspect of customer satisfaction
as it can give attraction to the customer. Moreover, the staffs at Kayu
Kitchen take good care of restaurant cleanliness.

4.2 Menu

The price offered and food quality served by Kayu Kitchen also plays a vital
role that can attract more customer to visit this restaurant. Therefore, it can
be concluded that Kayu Kitchen offers the best possible price plan for their
customers. Next, the respondents seldom visit Kayu Kitchen due to the
factors given such as variety of food, price offered, far location and others.
Kayu Kitchen’s portion size of menu is suitable with the price given. The
portion given is enough for the majority of the respondents since the price
offered is consider as cheap and affordable for students.

38
 Moreover, the food served by Kayu Kitchen is different with the picture
advertised in the menu and this is one of the factors causing poor service by
this restaurant. The fact that Kayu Kitchen is able to prepare delicious food
and the food is good to eat. This is one of the factors to attract the customers
to come regularly. Even though, Kayu Kitchen does not provide ample of
western food for the customers and this is one of the factors causing poor
service by Kayu Kitchen, Changlun. Lastly, most of the respondents are very
satisfied with overall situation at Kayu Kitchen.

4.3 Overall Conclusion

4.3.1 Satisfaction

 The waiters of Kayu Kitchen are efficient in taking customers’

order.
 The time taken to serve food at Kayu Kitchen is efficient and the
services providing by Kayu Kitchen is efficient.
 The attitude of the Kayu Kitchen workers is good and they are
friendly towards the customer.
 the waiter’s attire at Kayu Kitchen is neat and tidy
 Kayu Kitchen takes good care of restaurant cleanliness.
 Offers the best possible price plan for their customers.
 The portion size of menu is suitable with the price given.
 Kayu Kitchen is able to prepare delicious food and the food is good
to eat.

4.3.2 Dissatisfaction

 Respondents seldom visit Kayu Kitchen due to the factors given

such as variety of food, price offered, far location and others.
 Food served by Kayu Kitchen is different with the picture advertised
in the menu.
 Does not provide ample of western food for the customers.

39
5.0 RECOMMENDATION

5.1 Services
The services in the restaurant play an important aspect in order to satisfy the
customers. Therefore, Kayu Kitchen needs to analyse the services given
based on the workers efficiency and attitudes of the workers aspects. There
are several recommendations regarding the services to the Kayu Kitchen
which can increase the customers’ satisfaction and sales. Firstly, it is
recommended that Mr Zhafi the owner of Kayu Kitchen to hire more workers
especially in making drinks as to provide best services in peak hours. Next,
Mr Zhafi must ensure that the staff take the served the customers with a
correct and complete orders. Besides, serving the food to the customer in
correct and complete according to the customers’ orders must be considered
in customer services. Plus, the workers need to have a good ability to deal
with the bustle and hustle with the positive attitude to deliver a good
customer services. Mr Zhafi also needs to ensure that the workers wear the
uniform accordingly to the rules specifically after long period working hours.
The workers must take a good care of their personal hygiene when they’re in
period of working hours in order to create satisfaction from the customers.
Lastly, Mr Zhafi needs to ensure that the workers wipe the table more often
and improvise the toilet cleanliness.

5.2 Menu
Based on the menu analysis, it is recommended for Kayu Kitchen to maintain
the price or increase different types of promotion and deals to attract more
customers to visit their restaurant and enjoy their food. Next, Kayu Kitchen
can give more varieties of menu to attract customers to come often. In
addition, maintaining the size of portion for all types of menu need to be
considered to avoid any dissatisfaction of customers who visits Kayu Kitchen.
It is also recommended that the owner of Kayu Kitchen, Mr Zhafi to change
a new menu with a new image taken from the current presentation of food to
overcome the complaint of customers. Besides, the cook also being
recommended to maintain the performance and practice more so that he can
cook a better food during the peak hour of business. Lastly, Mr Zhafi needs

40
to provide more Western foods such as mushroom soup, Rib-eye, T-bone,
aged tenderloin, grass fed sirloin as it is a Western restaurant.

41
6.0 BIBLIOGRAPHY

Hicks, A. (2017). Top 10 ways to improve employee efficiency. Retrieved from

https://www.zenefits.com/blog/top-10-ways-to-improve-employee-efficiency/

Kokemuller, N. (2018). The qualities of a waiter. Retrieved from

https://work.chron.com/qualities-waiter-8055.html

Melanie. (2017). How your pricing strategy affects customer satisfaction.

“Reasonable” prices. Retrieved from
https://www.unleashedsoftware.com/blog/pricing-strategy-affects-customer-
satisfaction

Rabbit, J. (2012). What is the Western food. I love food 21: The Western food.
Retrieved from
https://ilovefood21.wordpress.com/2012/09/01/what-is-the-western-food/

Tardiff, S. (2016). These 7 open-air restaurants are made for warm weather dining.
Architectural Digest: Say hello to great weather, cocktails, and company.
Retrieved from https://www.architecturaldigest.com/story/open-air-
restaurants-made-for-warm-weather-dining

Usman, A. B. (2015). Vocabulary knowledge and the overall report writing quality.
Germany: Lap Lambert Academic Publishing.

Young, N. K., & Soo, C. J. (2007). Does food quality really matter in restaurants? Its
impact on customer satisfaction and behavioral intentions. Retrieved from
https://journals.sagepub.com/doi/abs/10.1177/1096348007299924?journalCod
e=jhtd&

42
7.0 APPENDIXES

7.1 Appendix 1: Questionnaire

Dear Sir/Madam,

I am conducting this research as part of a class project for my SBLE3143 REPORT

WRITING subject. I would like you to spend some 10-15 minutes of your time in answering
the questions. This questionnaire is designed to identify the satisfaction & recommendation
of customers toward this Kayu Kitchen restaurant. I am grateful if you could answer the
questionnaires truthfully. All the information provided will be kept as confidential. Your
participation and cooperation are much appreciated. Thank you.

SECTION A: DEMOGRAPHIC

1. Which one describes you?

UUM Student UUM Staff Others:

SECTION B: WORKERS EFFICIENCY

2. Do the waiters in Kayu Kitchen, Changlun take order immediately once the
customers have their seat?
Yes
No
Please share you experience

3. Do the food is served less than 30 minutes after ordering?

Yes
No
Please share you experience

43
 4. Does the food is served in correct and complete according to the customer
order?
Yes
No
Please share you experience

SECTION C: ATTITUDES OF WORKERS

5. Do the waiters treat customers politely?

Yes
No

Please share you experience

6. Does the waiter’s attire is neat and tidy?

Yes
No

Please share you experience

7. Do the waiters take a good care of their personal hygiene?

Yes
No

Please share you experience

44
 8. Do the waiters take a good care of the restaurant cleanliness?
Yes
No

Please share you experience

SECTION D: PRICE

9. Does Kayu Kitchen offer the best possible price plan?

Yes
No

Please share you experience

10. Do you often come to Kayu Kitchen, Changlun?

Yes
No

Please share you experience

11. Do you think the portion size is suitable with the price?
Yes
No

Please share you experience

45
SECTION E: FOOD QUALITY

12. Do you think presentation of the menu is similar with the food served?
Yes
No

Please share you experience

13. Is the food served tasty?

Yes
No

Please share you experience

14. Does the menu have a good variety of choices?

Yes
No

Please share you experience

15. Overall, how do you satisfied with Kayu Kitchen, Changlun?

Completely satisfied Dissatisfied
Satisfied Completely Dissatisfied
Please share you experience

46
 7.2 Appendix 2: Interview questions

1. Why do you choose this location as your business location?

Actually I did not choose this place as my business location. But because I have this
land, so I planned to operate a western restaurant at this area even this is not a
strategic place. This is because I can save the rental expense if I use my own land.

2. How do you train your employee?

I only hire those who do not have basic in cooking. This is my strategy to hire the
worker. This is because if I hire experienced worker, he or she might steps over my
head and does not follow my instruction. Therefore, I prefer to hire the worker who
does not have experience. Once I hire them, I will train them by myself and share with
them my experiences. All the workers are trained from the basic and I teach them the
way to prepare the beverage and food.

3. Why you choose these types of menus?

Mr Zhafi explain to us that he actually an expert for hot dishes but when open this
restaurant he believe that customer will go to the same hot dishes restaurant which
already open a long years ago. Therefore, he choose to make a western food as a main
dish which added with Char Kuey Teow and rice as a side dish because there will be a
less competitor that need to be compete. Plus, the menus are suitable with the opening
time of this restaurant which is from 6:00 P.M. until 01:00 A.M.

4. Why you choose Kayu Kitchen as your brand's name?

Mr Zhafi explain that he choose “Kayu Kitchen’ as the name for his restaurant
because the restaurant building was made using wood pallete including the table and
chair which is makes by his wife and himself. Moreover, he wants to choose a simple
name for his restaurant because it makes customers easier to remember and recognize.

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5.How did you determined the price of your cuisine?

Establishing food prices is an important thing that all restaurants should concern of. A
restaurant manager must ensure that his restaurant be able to produce a menu that is
profitable and understand how the portion cost affects the selling price. Kayu Kitchen
is considered as one of the restaurant that providing reasonable price method to
customers and suit for all various types of customers. A restaurant manager, MrZack
did explain about the food price offered by their restaurant is suitable for the portion
of one meal. Additional factors also affect what is considered a reasonable price for
example financial crisis requires the restaurant to cut the prices to get the customers to
eat at the restaurant. This is the reason why the restaurant needs to know how to cost a
recipe. Hence, when determining a reasonable price, Kayu Kitchen had analyse and
consider variety type of issues that occur including competition, the number of
potential customers, financial conditions and others. So they had decided to offered
reasonable price to customers especially when their main target is UUM student.

As an effective restaurant manager, MrZack is a person that has a knowledgeable

about food, finances, and management to increase an understanding of all three of
these in order to be able plan a profitable menu. If the restaurant charges too little, the
customers may not value their food enough. And if the restaurant charges too much,
the customers may feel prices provided are too high and will not pay a visit to eat at
the restaurant again. According to Mr Zhafi, there a many things that they need to
considered before setting up the menu price (fix price). Hence, in certain time, Kayu
Kitchen also did happy hours on providing beverages as low as RM1.00 on 5p.m-
7p.m and at night on 11.p.m-1a.m. MrZack stated that this kind of strategy is one of
attraction and also appreciation to customers who often visit their restaurant regularly.

6.Who's your targeted customer for this restaurant?

Basically, the location of the restaurant is located near to the Universiti Utara
Malaysia (UUM), and it will be advantage to the restaurant to target their customers.
According to restaurant managers, 70% of their customers is comes from UUM
student. Another 30% of their customers is comes from resident and outsider around
Kayu Kitchen. Their loyal customers were mostly UUM (full time student) and long

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distance education student (PJJ). According to the restaurant manager, they will
definitely pay a visit in weekend to support Kayu Kitchen business. It is because
they’ve know each other for many years. The manager was very friendly in person
that always creates a good connection with his customers to maintain the relationship.

Even though they did mention that their targeted customers mostly come from UUM
student and the profit they gain is increasing from time to time, they might face a
problem too especially on semester breaks. The restaurant manager had been
identifying during semester breaks, the profit that they earn lower compared than
semester began. So, they need to come out with plan in order to back up the losses
during semester break. Usually in weekend, perfect timing for PJJ student is at 5p.m
till 7p.m. While for a family timing is usually at 5p.m till 10p.m and lastly for student
timing is at 10p.m till 1a.m. Kayu Kitchen has also used various platforms to further
promote their stores to be known in social media such as Facebook, Instagram and
etc. It is one of example that Kayu Kitchen used to attract their customers to pay a
visit at their restaurant.

7. what are the promotion that you did to attract the customers ?

According to the Mr Zhafi the workers itself helps in promoting the Kayu Kitchen
through their own media social such as Instagram, Facebook and Twitter. The owner
believes that, he has 11 workers at his restaurant and each of workers has around 1000
friends on their either one social media and it will come out with the total of viewers
are 11,000 people. So from that, he gets a free marketing through their worker’s
contribution. Another promoting that Kayu Kitchen did is the discount and the free
voucher. Every month, Kayu Kitchen will give the different types of voucher due to
situation. For example, in February 2019, Kayu Kitchen give rm10 off voucher to the
customers who spend rm50 above at their restaurant. Then, on march 2019, they give
rm10 off voucher to the customers who are birth on march. The customers need to
come to the Kayu Kitchen and redeem the voucher on the date of their birthday.

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8. how you maintain the cleanliness and the hygiene of your restaurant ?

Mr Zhafi is very strict about the cleanliness and hygiene of his restaurant. He will
make sure that his workers always smart and clean. According to Mr Zhafi before
they start their operation, he will check each of his workers either they wearing a full
dress uniform like wearing the hat, apron and shoes. His worker’s appearance is the
important things to him because they need to serve food to customer and appearance
is a compulsory. Besides, on Tuesday night every week after they close the restaurant,
they will have the gotong-royong session which is at that time they will clean up the
whole kitchen and wash every utensils and tools such as stove, pot, table, floor, wall,
plate and glass. This is because they need to make sure the kitchen will be left in a
clean and tidy condition.

9. How quick or adequate was the speed of the service?

Mr Zhafi explains that their services need to be as fast as possible because in the past
year, Mr Zhafi has been a worker under others as a waiter at Pekan Rabu. Their net
sales per day can reach until RM5,000 to RM6,000 at that time. If there are many
customers that day, their net sales can reach until dozens of thousands. Because of
that, they do not have time to rest and their service is fast like running over the wind.
Based on that, Mr Zhafi trains his worker to be fast in their services. He will get angry
if the workers do not do their work faster. He tells that their workers not only need
speed but also need to do their work sufficiently. If they go to take an order, they need
to bring the order or at the same time they have to clean the table so it shows that they
do their work sufficiently. If they show they work really hard when there are many
customers, then the customers do not get angry because they know the workers do
their best to give services. They have three waiters at Kayu Kitchen to cover all 40
tables and the ratio for the waiter to cover is about 13 tables per person. They have
one worker who does the beverages and he also have to do the drinks for 40 tables,
can you imagine it and that’s why Mr Zhafi very concerned about the speed. Same
goes to their delivery services, Mr Zhafi always make sure that his worker sends the
delivery on time. Even though, sometimes there are customers who complaint that the
delivery was late but he will personally called the customer to inform that their
delivery was late due to any circumstances and even reward them with one beverage.

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So, Mr Zhafi very concerned about the speed in completing the service and do not
entertain a person who does not really care about it.

10. Why do you choose this period of time for your business?

This business starts from 5.00 pm until 1.00 am. Mr Zhafi told that there is no one
who eats western food in the morning. People always eat Nasi Lemak, Roti Canai or
Kuih-Kuih in the morning. One of another reason is that Mr Zhafi is a night person
because he always sleeps in the morning. When there are people who want to see him
in the morning, he will not see them. He will starts his activities after Zuhur like
exercising or else and then in the evening, he will come to work.

11. What are the challenges that your company is facing?

Currently, the main targets of Kayu Kitchen are UUM students and Changlun
residents. Mr Zhafi said one of the biggest challenges faced by Kayu Kitchen was
when UUM students were on their long semester break. He then did a backup
planning to solve this matter, where he did an outside promotion to attract other target
market to substitute the students. Other challenge faced by Kayu Kitchen is the other
western food competitors. Even though competition is good for business, Mr Zhafi
will use it as a chance to be the best among others. He also faces the changes price of
goods and raw materials as he needs to divide it to a ratio of 50-50.

12. Where is the main branch of Kayu Kitchen?

There is only one main branch of Kayu Kitchen which is located in Changlun, Kedah.
Mr Zhafi wanted to give a fully comitment to expose everyone in Changlun about his
restaurant. He believes that there is not even reach 1% of UUM students who ever
heard about Kayu Kitchen or ever taste the western cuisine offered by Kayu Kitchen.
He wanted everyone nearby Changlun area to come to his restaurant. He is not ready
to add a new branch in other state as he is not satisfied with Kayu Kitchen Changlun
performance.

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7.3 Appendix 3: Visual aids

Figure 16: The overview of the restaurant

Figure 17: The view at the payment counter

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 Figure 18: Arrangement of tables and chairs

Figure 19: The inspiration and theme based on the wooden pallets

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Figure 20: Mr Zhafi is answering some questions asked by the team

Figure 21: Photo session with Mr Zhafi and his crew at the back

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 SBLE3143 REPORT WRITING
LONG REPORT EVALUATION FORM (25%)

REPORT TITLE:
An evaluation of the customers’ satisfaction and sales performance of Kayu
Kitchen, Changlun based on the products and services provided.

NAME MATRIC NO.

1. Sharifah Umi Salihah Binti Syed Sharani 244333
2. Nur Izyan Binti Muhijan 244407
3. Tan Mei Ting 245054
4. Ilya Zulaikha Binti Zailani 247297
5. Raja Nur Syarfa Binti Raja Ahmed 247308
6. Ku Athirah Binti Ku Abd Tawab 248491

GRADED PARTS MARKS

Title page /5
Acknowledgement /1
Table of contents /2
List of Tables /2
List of Figures /2
Terms of Reference /5
Executive summary /5
Contents 15

Introduction /5
Findings /5
Conclusions and Recommendation /5

Language use /10

Organization /5
Mechanics /5
Visual aids /5
Bibliography /5
Appendix /3
TOTAL /70

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