Group Members

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LaRosa’s History

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LaRosa’s History

• An Italian flavor pizza restaurant that founded in 1954 by Buddy

LaRosa who used his Aunt Dena’s pizza recipe.

• February 27,2008 Michael Larosa became CEO, Hughes as the

chairman of the board.

• A chain of pizzerias with 64 stores (2010) located in Cincinnati, Ohio,

Northern Kentucky, and Southeast Indiana.

• Offers full service (dine- in, carry-out, home delivery).

• Holds 45% to 50% share in its market area; competing with Pizza Hut,

Papa John’s, Uno’s, and other local restaurant. 4

LaRosa’s History

• 1997 LaRosa adopted a growth strategy with no results for

three years due to the lack of precise information.

• 2000 LaRosa formed a project team to conduct VOC.

• 16 in depth interviews were conducted with potential & other

markets’ customers.

• Registering dining incidents that customers had experienced.

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Q1.A) How does VOC differ from other forms of

market research into customer needs and expectations?

• Voice of customer: a structured methodology for listening to customers.

• Asking customers to express their needs and expectation through

experience.

• Conducted through various ways:

Comment cards.

Focus groups.

Customer interviews.

Questionnaires.7

Q1.A) How does VOC differ from other forms of

market research into customer needs and expectations?

VOC

Market Research

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Q1.B)What advantages and possible disadvantages does it have?

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Q1.B)What advantages and possible disadvantages does it have?

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Q2- What impact did the VOC process have for LaRosa’s? • Change the company focus from product out to a market in mentality.

• Kaizen 7 key concepts:

Instead of pushing products into the market.

Ask potential customers what they need / want.

Develop products that meet these needs and wants.

• Gave the company decision making tool based on factual data.

• Broke down communication silos within the company.

• Eliminated the age old sales and marketing versus operations conflict.

• Facilitated the decision making process. 12

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Q2- What impact did the VOC process have for LaRosa’s?

Impact on LaRosa’s business:

• The restaurant became second in sales behind LaRosa’s flagship

location.

• The dining room check in average increased to 25%.

• The restaurant scored the highest “Customers’ Satisfaction” among

the chain.

• Increment in restaurant profit.

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Q3- Conduct a mock VOC for your school or college, what did you learn?

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Q3- Conduct a mock VOC for your school or college, what did you learn?

Respondents

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Q3- Conduct a mock VOC for your school or college, what did you learn?

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Q3- Conduct a mock VOC for your school or college, what did you learn?

Based on the students’ experiences, the comments revealed unsatisfactory service that GSM needs to address.

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Recommendation

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Recommendation (cont’d)

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Conclusion

• Voice Of CustomerVoice Of Customer is a powerful tool.

• It is a collective insight into customer needs, wants,

perceptions and preferences.

• Translates the discoveries into meaningful objectives.

• Closing the gap between customers’ expectations and

the company’s / organization’s offerings.

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