Service Management, March 2015

1. VAPIANO
PEVS; Service Management;2015

2. The name Vapiano comes from the
Italian saying
• „chi va piano va sano e lontano,“
• which roughly translates to “If you take life
easy, you live longer and healthier.”

3. History
• German fresh casual restaurant chain offering
Italian food.
• founded by Kent Hahne, Klaus Rader and Mark
Korzilius in 2002
• the first restaurant opened in October 2002 in
Hamburg
• the founders decided to set Vapiano on a world
tour
• over 120 Vapianos in 26 countries on 4 continents

4. Environment
• love of enjoying life and sharing spontaneous and
genuine companionship.
• The long oak tables in the Vapianos are an open
invitation to communication
• Guests can speak directly with the chef preparing
their meal, during the cooking process in the
open-view kitchen.
• Guests are not dependent on service staff or a
table number, and can move freely between
station, table and patio.

5. Herbs
• salad greens are grown in an enclosed space
in the dining area.
• not just for decoration
• The customer flow process can be described
with the following flow diagram:

6. No Service Good Price
• Everything is ordered directly from the chefs at
the individual stations in the middle of the
Vapiano in a glass room
• The chefs prepare all of the dishes to order in
front of the guests.
• For example, if a customer wants to order pasta,
the customers will wait at the pasta counter for
ordering and enjoy the process of how their food
is being cooked in front of them.
• personal preference.

7. Food Quality
• prepared in-house and guaranteed to be
made of the finest ingredients.
• Vapiano does not have a central production
facility.
• Happy employees make for satisfied
customers – and satisfied customers are the
basis for our business.

8. Different Architecture
• move from to the bar or the
comfortable lounge
• in terms of customer experience is
the fact that customers have to do
a lot of the work by themselves
• like going to get the food and
drinks
• this has a consequence for the
service offering that less waiters
are needed and there will be little
interaction between customers
and waiters

9. Vapiano prices are lower since
• focus is on time management by serving fast
meals and “rushsing” customers to eat and go,
this time focus management efficiency
together with the fact that customers do a lot
of the work by themselves
• without the need for waiters, also contributes
for a lower cost structure and allows Vapiano
to accommodate lower prices.

10. Payment
• smart-card payment system
• personalized chip cards for their customers where
they can accumulate points for future discounts
• unique interface for customers to order and pay
for their food with.
• customer waves in front of the counter when
ordering food and drink.
• When the dinner is finished, the card is waved in
front of the register and the bill appears on the
screen.

11. Focuses on the 4Ps of marketing
• an attractive, competitively priced
product supported by effective
communication (mainly referrals)
and locations in busy, inner-city
sites (ie, distribution)
• VA piano Android App
• fast music is played in the
restaurant and this will have
psychological impact on the
customers to eat faster

12. Training is a strategic issue in Vapiano
• Vapiano chefs must have very good attitude and
be willing to respond to the customers (with
smile).
• each franchise has an orientation period before
opening and each person goes through an
orientation before completely joining the
restaurant
• For example, before opening the Boston
restaurant, trainers had a three day training
period for the Boston employees and stayed in
Boston for another two weeks

13. Conclusion
• High Quality Food
• Low service
• Low price
• high throughput and customization

16. Antonia Ficova
antoniaficova@zoho.com
Thank you for your attention!