Que Rico Ltd. Flashcards

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  • Created by: MRH__98
  • Created on: 24-04-15 17:11
What is the name of the business that the case study focuses on?
Que Rico Ltd. (QRL)
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What is served in these restaurants?
An authentic variety of Spanish food and drink.
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What is the aim to deliver in every QRL venue?
A traditional Spanish-style customer experience
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What situation did QRL face in early 2013?
Administration
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Whose management team acquired QRL's entire share capital in March 2013?
Amy Brown
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How many sites had Amy closed down by the end of her first eighteen months in charge?
22 restaurants
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By how much is QRL's yearly turnover estimated to drop by due to the closure of restaurants?
£10 million per year
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How many restaurants are there in QRL's chain after the closures?
40 restaurants
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What is the projected pre-tax net profit of the remaining stores?
£2.2 million from a turnover of £40 million
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How many people make up QRL's total staff (both full-time and part-time)
1,560
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How many full-time staff work in QRL's head office?
20
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What are the two initiatives introduced by Amy and her management team in the past 6 months?
A simplified staff training scheme focusing on basic standards of customer service and a more sophisticated and integrated IT system.
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Which region of QRL restaurants has the highest labour turnover figure?
London & South
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Which age group makes up the majority of QRL's workforce?
26-35 year olds
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What are the two investment project proposals?
A marketing campaign or new ovens in the kitchens
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How much would the marketing campaign cost QRL?
£600,000
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How much would the new ovens cost QRL?
£1,000,000
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What is the accounting rate of return for the marketing campaign?
7.5% - £45,000
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What is the accounting rate of return for the new ovens?
11.6% - £116,000
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What is the payback length of the marketing campaign?
2 years and 6 months
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What is the payback length of the new ovens?
3 years and 4 months
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Describe the marketing campaign.
Two seperate three-month long advertising campaigns over an 18-month period, focusing on print-based ads in local newspapers and 'what's on' guides. Targeted at those regions where QRL has the highest density of restaurants.
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What are the benefits of the new ovens?
Decreased cooking times, increased capacity and more energy efficient.
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What is the process QRL are considering to avoid consumer bias against national brand names in favour of local businesses?
De-badging
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Describe the de-badged QRL site in terms of location, name and time of de-badging.
The strategy was tried in Oxford. The restaurant was renamed La Flor y Nata and it opened in January 2013.
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How many restaurants do QRL plan to de-badge over the next two years?
Eight
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Since June 2014, what have been QRL's opening hours and why have these been decided?
11am-midnight every day to help QRL replicate the authenticity of a traditional Spanish bar.
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What are QRL's new corporate objectives?
To become a profitable going concern, with postitive net assets, by the end of August 2017. To have a greater appreciation of local market conditions, while increasing authenticity. To increase the daily customer footfall in each restaurant.
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How often do QRL collate a summary of customer feedback?
On a two-weekly basis
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Who is QRL's Marketing Manager?
John Sodje
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What do QRL use as an enticement to customers to offer their views?
A monthly prize draw
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On average, how much of QRL's feedback is critical?
About three-quarters
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What were the general main comments of QRL's customer feedback?
The 'All You Can Eat Offer' is not authentic and only makes QRL's service worse. Food is pricey unless it's from the offer.
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Who is QRL's Customer Experience & Quality Manager?
Jay Mata
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What is John's suggestion for increasing authenticity?
Changing to an authentic Spanish supplier when QRL's contract with their current supplier expires.
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What is Jay's suggestion for improving the business?
Total Quality Management- every member of QRL's staff working to provide a better quality experience for customers.
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What are QRL's two main ethical issues?
No recycling or eco-friendly policies in the offices and paying restaurant staff only a little more than minimum wage.
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Other cards in this set

Card 2

Front

What is served in these restaurants?

Back

An authentic variety of Spanish food and drink.

Card 3

Front

What is the aim to deliver in every QRL venue?

Back

Preview of the front of card 3

Card 4

Front

What situation did QRL face in early 2013?

Back

Preview of the front of card 4

Card 5

Front

Whose management team acquired QRL's entire share capital in March 2013?

Back

Preview of the front of card 5
View more cards

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