Using simulations in the optimisation of fast food service delivery

This research focuses on the UK fast food retailers and the importance of the service delivery systems in fast food burger outlets. Waiting time and the impact it has on customer perceptions of service quality is considered alongside a typology of customers, based on their waiting characteristics. A number of critical components that affect customer queuing and crowding emerge as an inherent part of the production‐line service system. The paper asserts that the cost‐effective maximisation of service speed is likely to be the primary consideration for management, and lead to business success. When using conventional research approaches, such as tracking studies and queuing theory, these arguably offer burger restaurant managers a rather simplistic analysis. The research concludes, therefore, that modern computer‐based simulation packages offer a way of measuring most of the influencing factors, and is an opportunity for leading fast food retailers to optimise their (total) product positioning.