Performance of Services and Products in a Fast Food Franchise Chain: Reflections about the Home Delivery Model

Abstract

The research objective is to understand which elements are relevant for the service and product performance in the home delivery model of a fast food restaurant. A survey was conducted with 1,236 home delivery consumers. Results showed that both the home delivery as the physical store service models have mostly the same elements that are valid to measure product and service performance. This result excludes the attributes that are exclusively targeted to the store's physical location and that do not exist in the delivery model. Results also indicates to the franchisees' managers which elements they should be concerned in the delivery of services and products at home, offering a proposal of 12 elements that can be considered as relevant factors to fast food restaurants in the home delivery model: temperature, amount, appearance, flavour, packaging, attendance cordiality, suggestive selling, service time, attendant's menu knowledge, delivery cordiality, delivery time and deliverer's presentation.