Customer research for up-selling purpose in fast food chain

Restaurant Entrepreneurship program gave a potential opportunity for students applying their literature theory and practical experience in the field of Hospitality in general, start-up a business, or in service design. The main focus points of the thesis are: customer service in fast food restaurant, increasing selling rate, speed of service, generating brand loyalty, reducing food waste. The case was based on the information of a fast food restaurant in airport. There is high demand of food service in the airport. Realizing difficulties in inventory and human resource controlling, the author mainly tries to locate problems and find out solutions with aim to improve the service. Customers were sorted out to specific groups which are recognized by their nationality. Customer purchase behavior is main factor of research, also how food culture effect to customer’s order. To improve customer care, nutrient factor was researched to suggest customer with healthier combinations, matching with their favorite orders and reasonable prices. The knowledge base was completed by theoretical books, company information and articles. Qualitative and quantitative research were conducted. Qualitative research was aimed for staffs interview and quantitative research to collect customer’s ordering data via survey. Purpose of both methods was to study customer’s purchasing behavior and its relation to customers cultural background. Observation and forecasting methods were chosen for data collecting. Thesis work was collecting and analyzing data for a fast food chain in airport in aim to verify target customers and to give staff a guideline in up-selling products based on customers national origins. Applying theory of food culture in actual case of fast food restaurant, flexible and correct order by expeditious communicate skills. Thesis progress gave challenges to the author and experiences on how to apply ideas into practice. Since, food trend and customer mindset are flexible, the thesis need to be more updated by relevant surveys to further deepen the understanding of the topic