An analysis and evaluation of Red Rooster’s customers

service using the Maslow’s hierarchy of needs

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Contents
Executive Summary ................................................................. Error! Bookmark not defined.

1. Introduction ....................................................................... Error! Bookmark not defined.

2. The Maslow’s hierarchy of needs ...................................... Error! Bookmark not defined.

3. Analysis and evaluation ..................................................... Error! Bookmark not defined.

4. Conclusion and Recommendations ................................... Error! Bookmark not defined.

References................................................................................ Error! Bookmark not defined.

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Executive Summary
Maslow's hierarchy of needs theory has strong practical significance, especially for service
industry. However, maslow's hierarchy of needs theory is an abstract concept proposed from
the macro level and the overall level. The service content provided by maslow is different for
different service industries, and the performance of customers' hierarchy of needs is also
different. The restaurant food and beverage product is an organic whole composed of food
and beverage material object and service service, namely cooking skill, service attitude, as
well as environment, atmosphere and other factors. It can not only meet the material and
physiological needs of consumers, but also meet many psychological, spiritual and emotional
needs of customers. Therefore, in order to retain customers and cultivate customer loyalty, it
is necessary to have a deep understanding of the various needs of customers, especially in
catering at different levels. And only after thoroughly understanding the needs of different
levels of customers, the hotel can provide or improve the existing services targeted at different
levels of needs, enhance customer satisfaction, establish loyal customer relations, and lay a
solid foundation for the long-term development of the enterprise.

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1. Introduction
（1）Red rooster
Red Rooster is an Australian fast food restaurant chain founded in 1972 that specialises in
roast chicken. Their product range includes whole roasts, half roasts, wraps, burgers, fish
related products, promotions formerly including Mac and Cheese, salads, beverages and
desserts. It is owned and operated by parent company Craveable Brands, which also
headquarter related poultry restaurants Oporto and Chicken Treat. As of 2018, there are over
360 Red Rooster stores in all Australian states except Tasmania.
（2）report aims
The quality of restaurant catering service determines the customer satisfaction of catering
enterprises and determines the profit of enterprises. Therefore, it is urgent to improve the
quality of restaurant catering service. From the perspective of catering enterprises, maslow's
hierarchy of needs theory also defines the level of catering service needs, and it is of great
significance to improve the quality of hotel catering service by carefully analyzing the different
levels of catering service needs and the problems existing in different levels of services.

2. Maslow’s hierarchy of needs

Maslow’s hierarchy of needs traditionally consists of five needs: physiological, safety, social,
esteem, self-actualization. The first three needs are essential needs while the rest of needs
are regarded as high-level needs. Before moving on a higher need, lower needs must be
satisfied (Jerome, 2013). Sadri and Bowen (2011) described Maslow’s hierarchy of needs can
help administrators make plans to improve staff motivation, keep staff loyalty and lower
turnover. These five needs will be explained in detail as follows:
(1) Physiological needs, which refer to biological needs for survival. It contains the need
for food, water, and sleep. Physical functioning needs to be maintained by these
essential needs.
(2) Safety needs, meaning that the needs for safety become active when all the
physiological needs are meeting, such as personal safety, property security and job
security.
(3) Social needs, which contain the needs of friendship and a feeling of belonging to a
group. It relates to personal characteristics, experiences, education and religious
beliefs.

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 (4) Esteem needs, which mean everyone wants to have a stable social status and deserve
recognition by society. With the satisfaction of esteem, people have confidence in
themselves and experience the usefulness and value of being alive.
(5) Self-Actualization needs, which is the highest level of needs, refer to the achievement
of personal ambitions and aspirations. It asked for us to become the figures that we
hope by excavating our inner potential.

3. Analysis and evaluation

The five needs that seem to have a strong association with Hungry Jack’s employment service
are physiological needs, safety needs, social needs, esteem needs and self-actualization
needs.

3.1 satisfying customers’ physiological needs

（1）Food quality
Food quality is the basis of catering service, and customers mainly enjoy the service through
the experience of catering. Therefore, the restaurant to provide dishes selection materials to
be fine, excellent quality, variety should be diverse, suitable for a variety of customer customs
and tastes, dishes to pay attention to color, aroma, taste, shape.
（2）Equipment and facilities
Pay attention to the maintenance and repair of equipment. To ensure that all equipment and
facilities provided to customers run well, so that customers get convenient and comfortable
enjoyment.
3.2 satisfying customers’ safety needs
(1) Cleanliness
Food and beverage services should first ensure food and beverage hygiene, including service
personnel's clothing, personal hygiene, dish hygiene, environmental hygiene and so on.
Cleanliness in service operation is the most concerned issue when people go out for dinner.
(2) security services
Pay attention to fire prevention, anti - theft, anti - virus, ensure customer safety. Respect the
privacy of customers, so that customers have a sense of security.
3.3 satisfying customers' social needs
(1) Social interaction

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To provide customers with a variety of dining environment. Meet the dining needs of different
customers. So that customers enjoy different dining experience, but also make the hotel
restaurant with social communication functions, such as enhancing friendship, emotional
exchange, and so on.
(2) Commercial function
In the hotel business, harmonious and elegant environment can reduce the hostility between
each other, beautiful music people mood to ease, increase the understanding between each
other, happy to reach an agreement. Improving the business function of the restaurant is
conducive to attracting more business customers.
3.4 satisfying customers' esteem needs
(1) politeness
The language, behavior and appearance of the service personnel reflect the basic attitude of
the restaurant to customers, as well as the cultural quality and business accomplishment of
the staff, which is an important aspect to attract customers.
(2) Service attitude
Service personnel should take the initiative, enthusiasm, thoughtful, meticulous, patient,
sincere service for customers. Understand customer needs and provide personalized service.
3.5 satisfying customers' self-actualization needs
(1) Aesthetic function
The design and production of dishes and the process of food consumption should have
aesthetic function to form a unique culinary art and aesthetic value of food. With the help of
catering activities, customers can enjoy the beauty and cultivate the art to improve the
aesthetic level.
(2) self-actualization
The restaurant can provide the opportunity and platform for customers to show themselves.
Make consumer in enjoy delicious food, but also to make its self-realization psychology get
the corresponding satisfaction.

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4.conclusions and recommendations
4.1 conclusions
In conclusion, maslow's hierarchy of needs theory provides a theoretical basis for improving
the overall service quality of restaurant catering.Only starting from the needs of customers,
can it be closely linked with the demand market, can it provide more suitable for the needs of
consumers catering service products, in today's increasingly fierce competition in the hotel
industry lasting survival and prosperity, endless.
4.2 recommendations
(1) improve the quality of food in restaurants
The quality of food and beverage directly affects the quality of food and beverage products
and the service quality of restaurant food and beverage. Therefore, the restaurant restaurant
to the selection of raw materials for dishes to strictly control, to avoid the purchase of inferior
raw materials. The menu of the restaurant should be constantly updated to avoid a variety of
dishes, suitable for a variety of customer taste needs, to provide customers with a variety of
food should be healthy nutrition, aromatic and delicious and easy to digest. In addition, the
food and all kinds of sensory attributes are in good condition, and customers can obtain a
higher degree of satisfaction after eating.
(2) maintain the availability and completeness of the hotel's facilities and facilities
The environment and facilities of the restaurant are an important factor to attract customers
and also a decisive factor to the quality of the restaurant's catering service. Elegant hotel
restaurant environment and perfect facilities and equipment can make the customer to the
restaurant has a headstart effect. Therefore, to improve the level of the overall service quality
of the hotel catering must pay attention to the hotel restaurant hardware facilities. Firstly, the
environment of the restaurant must be elegant and elegant, and the equipment and facilities
must be clean and neat. The color and shape of the equipment and facilities should be in
harmony with the surrounding environment. Secondly, the service facilities of the restaurant
must proceed from the needs of the customers and emphasize convenience and practicality.
Lighting design, menu design and other printed materials should be diversified and
personalized to meet different levels of customers with different needs. Finally, to timely repair
and maintenance of facilities and equipment in the hotel restaurant, to ensure that all facilities
and equipment run well, so as to ensure that customers get convenient and comfortable
enjoyment.
(3) strict procedures to ensure the health and safety of the restaurant
Hotel restaurant cleaning and sanitation not only make customers satisfied, rest assured, and
will be in a good mood, so we must pay great attention to the health of the restaurant. The first
is to ensure food hygiene, ensure that food raw materials themselves and their procurement
and processing links do not suffer from toxic, harmful substances pollution, and ensure that

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food raw materials storage, production in line with food hygiene requirements. Secondly,
employees dress neatly. Service personnel should not only dress neatly, talk generously, and
develop good personal hygiene habits.
Fire prevention and theft prevention is to ensure the safety of customer life and property, there
must be strict process management. Must sign the responsibility certificate, formulates the
preventive measure, frequently urges the inspection.
(4) the restaurant layout should be elegant and elegant
Different levels of customers have different needs. The layout of the restaurant should be
suitable for multiple types of consumer groups. The box layout is thematic, personalized,
diversified, lighting design, etc. are in line with the occasion, the meal can be given as the
case similar red rose
Evelyn, chocolate and other items to create atmosphere. Equipped with necessary business
equipment, such as electrical socket, network
Network interface, fax machine, etc.
(5) people-oriented service philosophy
Service attitude refers to the emotional and behavioral tendency of service personnel towards
customers based on their understanding of service work. The service personnel serve cordially,
with the emotion customer, causes the customer to enjoy the spirit fully the respect. Satisfying
their need for respect is often a better way to attract and attract customers than expensive
advertising. The first thing is to serve with a smile and be polite. Smile is a universal language,
a bright smile often close the distance between people, a polite greeting will win customer
recognition and recognition. Second, be proactive, enthusiastic and patient. Service staff to
master the law of catering service work, consciously put the service work before the customer
put forward requirements. To take the initiative to "trouble", rainy, everything everywhere for
customers to provide convenience. Finally, the service should be considerate. We should be
good at observing and analyzing the psychological characteristics of customers, know how to
find the needs of customers from their facial expressions and behaviors, and correctly grasp
the opportunity of service.

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Reference:
Poston, B(2009). An Exercise in Personal Exploration: Maslow’s Hierarchy of Needs. The Surgical
Technologist, August, 347-353.

Barbradozier(2016). Research Proposal for Red Rooster. Retrieved from

https://barbradozier.wordpress.com/2016/05/21/research-proposal-for-red-rooster/.

Louise, A. Michelle, P(2012). Purchase rates and energy content of nutritionally promoted and
traditional fast foods purchased at lunchtime in Australia - a pilot study. Public Health Nutrition,
Cambridge Vol 15.

Mohr, P. Wilson, C. Dunn K. Brindal, E. Wittert, G. Personal and lifestyle characteristics predictive of
the consumption of fast foods in Australia.

Tyrrell, B(2018). The fast-food company with the worst health score in Australia. Retrieved from
https://www.nowtolove.com.au/health/diet-nutrition/australian-fast-food-restaurant-worst-health-score-
48780.