서비스 디자인과 운영 관리의 효과적인 결합을 통한 패스트 캐주얼 레스토랑의 성공 요인 분석

Fast casual is one of the emerging areas in the restaurant business. Along with the consumers`` desire for healthy but still fast food, the concept of fast casual has spread out to many categories. Blaze pizza is one of the trailblazers in the pizza restaurant industry who successfully adapted a customer-participated assembly line for ordering items and they have been expanding rapidly. We scrutinize the components of their current success from the point of view of operations, and that of service science, especially by focusing on consumer satisfaction. We find that Blaze Pizza overcome the difficulties in adapting the fast casual concept to the pizza industry by incorporating strategies in operations management and customer experience management. We analyze how Blaze pizza has designed six factors shaping customers`` perceptions: sequence of events, duration of experiences, control & choice, emotions, trust, and attribution.