*Marwa is a girl name

Marwa is the financial controller at the head office of Appletree restaurants in the UAE. She wants to introduce a BSC to improve management control of the 20 chain restaurants operated by the company in Abu Dhabi, Dubai, Sharjah and Al Ain. On an average day each restaurant would have 50 customers for lunch and 100 dinner customers. Appletree restaurants offer a winter service and a wide range of popular starters, main courses and dessert, including soups, fish, pasta and ice-cream. Each restaurant offers its customers the same menu with the same prices. Appletree offer a mid-price eating out experience. This means they offer good quality food that is not very expensive and not very cheap. Their selling proposition is that customers can have a relaxed eating out atmosphere for the whole family. restaurants managers order the food ingredients for their dishes from the central warehouse in Dubai. The order is delivered in company trucks 2 or 3 times per week and the cost of delivery are charged to the restaurants. Each restaurant has a kitchen in which the food is prepared. Up to now head office has used weekly income statements for each restaurant as their main management control tool Marwa hires you as a consultant to advise on the design of BSC for Appletree UAE. She says to you that over the last 6 months some of the restaurant in the UAE have been unable to control cost and that there are some indications that customer satisfaction has been falling in some of the restaurants. She mentions that newly hired waiters and chefs stay on average only for 10 months with the company Marwa also tells you that the BSC is expected to help communicate to the restaurants that customer satisfaction and cost control are both essential to support long term profitability. Before thinking about the measures that you choose for the BSC, explain the requirements that the BSC should fulfil so that it can really help your client 1- 2- Draw a BSC and for each 3 KPI 3- Explain which of the measures you chose are lead and lag indicators, how they are connected and how your overall BSC is supposed to help Appletree achieve its strategic objectives