DIGITAL TRANSFORMATION FOR RESTAURANT OPERATIONS: A CASE STUDY OF HAMBURGER PLUS "CREATIVE" SYSTEM

BUSINESS

Due to Hamburger Plus’ global operations, it is planning to spend $1.5B over the next 5 years to make its operations digitally mastered through a system called Creative. This move is prompted by a rapid decline in sales and a bulk of customer complaints here and there, from one branch to another. Creative is an ambitious multi-million-dollar project which would allow Hamburger Plus management to monitor and actively see the physical count of the products produced at any of its stores at any time of the day. Furthermore, the management can see if customers are being served at the desired time. It is believed that creativity would bring Hamburger Plus back to what is known for the fastest, most consistent service in the industry. Despite of its very promising outcomes, there are members of the management team who are not in favors of Creative primarily because of its cost, which would mean 200% reduction in stockholder’s shares plus closing at least 300 of its outlets within the next 5 years. These conditions are needed before Creative does its work and for the company to recoup its investments. Many of the stockholders believe that the upcoming technology is not the cause of customers being sent away during lunch break but because of the sluggish customer service provided by the service crew. A member pointed out that the faltering customer service is due to a general slowdown in cooking burgers. It is also added that customers are so irritated by the long lines and long periods of waiting time before burgers are served. One stockholder said that Hamburger Plus hasn’t introduced another hit product in the likes of burger patty strips since 1985. Despite the objections, the CEO is still very optimistic about investing in Creative. He believes that it would give the executives the opportunity to monitor operations and ensure product consistency and service that provides customer satisfaction.

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