Rapido Burrito is a small, regional chain of quick service restaurants. Rather than wait in a cafeteria-style line, customers check boxes for their choice of ingredients, sauce, and so on paper menus at their table. The food is prepared quickly and then delivered to the tables.

Lately, one of the store managers has been hearing customer complaints, such as: “The tortillas are too thin”; “The food is not hot”; “Every time I get a burrito, it seems to be a different size”; and “I got the wrong ingredients on my burrito.” Many complaints were submitted through the corporate website.

The district manager was most concerned with the comments about the consistency of size. One of the staff designed a customer survey using the questions in Exhibit 2.9, based on a 5-point Likert scale ( 5=excellent5=excellent , or strongly agree; 1=poor1=poor or strongly disagree) for the first 10 questions. The last two questions were coded as a 1, 2, 3, or 4. They administered the questionnaire to 25 random customers. The restaurant also gathered data on the weights of 50 samples of 3 burritos (a total of 150). (Both the survey data and weight data are available on spreadsheet Rapido Burrito Case Data.) Your instructor can provide this spreadsheet through OM Online.

Exhibit 2.9. Customer Survey Questions

1. Was the menu easy to read?

2. Was the order prepared correctly?

3. Was the food tasty?

4. Was the food served hot?

5. Were employees courteous and polite?

6. Was the restaurant clean?

7. In your opinion, did you receive a good value for the price you paid?

8. What was your level of satisfaction?

9. How likely are you to dine with us again?

10. How likely are you to recommend us to your friends/family?

11. How often do you eat at Rapido Burrito? First time, less than once/month, one to three times a month, weekly?

12. What was the main ingredient in your burrito: chicken, beef, pork, or beans?

COLLECT STUDYBIT

Case Questions for Discussion

2. If you average the responses to the first seven questions by customer, how closely are those averages correlated to the satisfaction score? Include a scatter chart in your analysis.

3. Analyze the data on burrito weights using descriptive statistical measures such as the mean and standard deviation, and tools such as a frequency distribution and a histogram. What do your results tell you about the consistency of the food servings?

4. What recommendations for decision making and improvement can you make to the store manager?