ABZ (a fictitious company) focuses on providing fast foods and restaurant services for both sit-ins and take away foods and drinks. The company has several branches located in major towns in the country. The enterprise aims to provide the urban population with fast foods, ready to eat or for quick delivery within the urban areas of the location. Its products include breakfast, snacks, lunch, dinner meals, hot, soft and cold drinks. The target customers mainly include people working in urban areas. The majority of the customers are young people who have a high appetite and minimal budgetary for food and luxurious products. Ideally, the majority have the willingness to buy fast foods with high expectations on quality and value for money.
“To be the leading and highly reliable fast food restaurant in the city by focusing on quality, reliability, hygiene and create value for customers’ money”. The company vision sets the overall interest of the entity in the food and beverage industry by focusing on making its customers happy by providing them with quality foods and drinks (Cote, 2017). It also mentions its intentions to make the products and services available to its customers with emphasis on reliability and value for money. Importantly, the vision statement touches the aspirations and as such sets the direction towards its expectations in interacting with its stakeholders.
The company vision clearly speaks to its customers on what to expect from the restaurant and as such outlining its commitment towards enhancing customer centricity (Cote, 2017). Key expectation communicate include quality foods and services, reliability and value for money. From the restaurant point of view, the vision clearly states what is required of the staff and respective stakeholders. Such elements include a strong emphasis on food and drinks hygiene. Cleanliness as such takes a lead in the entity (Jensen, Moynihan & Salomonsen, 2018). Moreover, the vision communicates a high degree on reliability on products and services provided. It as well communicates strong dedication on value for money and as such emphasizing on efficiency among its staff and resources employed in the restaurant. Vision communication could be integrated among existing staff in their work through training, re-training and performance appraisals. As well, visual communication could be effected for new recruits which ensure they have an in-depth understanding of the company expectations (Jensen, Moynihan & Salomonsen, 2018).
For the restaurant to actualize its vision, the entity needs to outline its values as a strategic approach to support the business aspiration (Cote, 2017). Important values include high-quality foods and drinks. The value ensures adherence to communicated expectations to its customers. Moreover, the quality of goods and services provided need support from reliability through continued quality control. It as well needs to invest in ordering and a delivery infrastructure which additionally ensures enhanced reliability. In the hospitality industry, hygiene is important and as such critical for the firm to create a culture and strong foundation for cleanliness values (Pillai, 2015). Moreover, the firm needs to establish strong reliable efficiency values. Since the vision promises value for money, high efficiency in processes, optimum utilization of resources ensures value for money and the same is transferred to the customers. The overall values approach to ensure the firm optimizes customer centricity in its provision of products and services.
Cote, R. (2017). Vision of Effective Leadership. International Journal of Business Administration, 8(6), 1. doi:10.5430/ijba.v8n6p1
Jensen, U. T., Moynihan, D. P., & Salomonsen, H. H. (2018). Communicating the Vision: How Face-to-Face Dialogue Facilitates Transformational Leadership. Public Administration Review, 78(3), 350-361. doi:10.1111/puar.12922
Pillai, R. S. (2015). INL Vision and Strategy 2015. doi:10.2172/1236796
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