Ethnographic Study: Close look at the Buffet Restaurant of a Luxury Hotel
The Situation
The executive team of a luxury hotels in the US wanted to evaluate the customer experience delivered at their famous buffet. They knew they provided good and quality food in a very nice and comfortable ambiance but they needed to confirm that they were meeting the expectations of their customers. Was it a high-end, luxury experience? It was not…
The Solution
Our team conducted at ethnographic study on location. We evaluated customer’s behavior and interaction with the buffet setting, the offerings and the services at different times of the day during different days of the week. The evaluation started at the check in line and included all the steps of the dining experience concluding with the customer leaving the restaurant. A number of casual interviews were conducted to gather additional insight.
The Outcome
Insights from direct observation of customers and interviews aid the executive team to improve the entire dining experience by:
- Improving the customer service by changing the interaction points and approach style with the customer
- Redesigning the layout and the grouping of the food offerings
- Modifying the menu by adding exquisite international items
- Changing the labeling system to reduce human error
In the end, the study resulted in a significant improvement to the customer experience and the buffet is now rated #1 within the Luxury class.