How strategy and process engineering will help you create strategic advantages in your company.
If you know the fast food industry, you probably know that they go through great stakes to ensure that everything is done the same way, every time, no matter what store you go to. While you might encounter various personalities and different store layouts, for the most part, the cashiers greet you the same way, they ask you if you would like to try the special, they get your order, try to upsell you, ask you if you would like anything else, let you know how much your order is, etc..
Now, if you go to a McDonalds, for example, it is not going to be the same experience as going to a Chick-fil-a, although the two are competitors and serve fast food items. Surely, there is some overlap, but while McDonalds puts a lot of emphasis on getting people fed, you might assume that Chick-fil-a might focus more on the experience.
You can see this looking at the dining room: often, in the dining room at McDonald’s, if you see employees, they are typically cleaning something and don’t pay much attention to the diners except to offer a friendly greeting. On the other hand, at Chick-fil-a, you will probably find that the staff typically roams the dining room in a very friendly way, speaking with guests and answering each request with, “it would be my pleasure.”
With respect to price, you will probably pay a bit more for Chick-fil-a’s over-the-top service, (plus you cannot get a burger).
What is the difference? What is the point?