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Running head: CASE STUDY
1
Case Study: McDaniel’s Burgers
Kirsten Frederick
Southern New Hampshire University
PROJECT 1
2
Case Study: McDaniel’s Burgers
The executives of Burger Business had an optimistic outlook on the future of McDaniel’s
Burgers which may have been a bit premature. Their opinions are based on the successful outcomes that they have had with other locations as well as the prior success that McDaniel’s Burgers had before they came into the picture. Unfortunately, when big corporations take over a family owned business, the personal touch that was once felt turns into more of a corporate feeling. With executives making all of the decisions based solely on the outcomes of production,
they miss one of the most crucial parts of a successful business model; relationships. According to Bauer (2019), “relationships have a significant impact on the quality of organizational performance.” When a company focuses on the relationships, both inside and outside the organization, they are more likely to increase their outcomes. In order to boost morale and improve employee motivation, Burger Business executives should be more inclusive of the staff with communication and decision making efforts. If the employees feel that they have more input, they will have more drive to meet and exceed expectations.
Burger Business utilizes the scientific management and bureaucracy theories in their business model. The focus is geared towards production, efficiency, and execution and not on communication or employee satisfaction. Both of these theories do have the advantage of providing stability and structure on the operation side of the business, but that is not the only thing needed to have successful outcomes. The disadvantage of these theories is that employees are viewed as simply laborers that are there to do a job instead of valuing them as people that
PROJECT 1
3
provide a service and are the key individuals that keep the business going. The employees do not
have a say in operational decisions even though they are on the front line of the business and can provide helpful insight on improvement ideas.
As a communication consultant, my approach would be to gather information from both the employee side and customer side of McDaniel’s Burgers and find out what they like and don’t like with the new changes. From the employees, my intention would be to obtain an understanding of the business from their perspective. I would want to know their thoughts on the
efficiency of the new processes and the positive and negative impacts on their workload. The more senior employees would also have knowledge of how things were done before Burger Business and could elaborate on the methods that were favored at that time. Finding out the specific motivators of the employees will also help to determine the best management style the company should take moving forward. From the customers, I would want to know their feelings on the changes and find out what they like and don’t like with the current operation. It is important to know your audience and then modify your execution to meet their needs in order to continue providing a successful product. I would expect the findings to be mixed in both scenarios. Both customers and employees will likely have positive and negative feelings on different areas of the business. The information would be presented to the executive team of Burger Business with the intention of focusing on areas that can be improved and making moves in that direction. Suggestions would be based on the feedback provided and the emphasis would be on the importance of listening to the people that can make or break their business; the staff that keeps the store running and the customers that keep the money coming in.
As a customer of McDaniel’s Burgers, I would want to be aware of the company changes
ahead of time. Providing an announcement that tells of what adjustments are coming can help
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