case study; The Pizza Puzzle
The Pizza Puzzle
Characters: Tarek Al-Amin, General Manager, Holiday Inn – Amman, Subsidiary
of Hospitality Enterprises
Hind Al-Mufleh, Food Services Manager, Holiday Inn – Amman
Tarek Al-Amin is General Manager for the Holiday Inn – Amman, Jordan. Hind Al-Mufleh is
Restaurant and Food Services Manager for the Inn. She reports to Tarek. Two
years ago, Hind noticed a decline in room service business, the highest margin portion of
her operation. This decline coincided with an increase in the national sales of pizza delivery
and carryout firms as well as an increase in the number of empty pizza boxes from these
firms being left in guest rooms in the Inn. Her immediate response was to install a pizza
oven in the kitchen and offer room service pizza to guests. The effort met with modest
success, though it was well below her expectations. Questionnaires completed by departing
guests revealed a problem of product quality.
Focusing on this problem, Hind improved the Inn?s pizza until blind taste tests judged it at
least equal in quality to the products of the two major pizza delivery competitors in Amman.
Sales did not improve, convincing Hind that the problem was a perceived mismatch
between the hotel?s image and guests? expectations of pizza makers. Guests simply did not
seem to believe that the traditional steak and seafood restaurant at the Inn could make a
high-quality, authentic pizza. Based on this conclusion, Hind presented the following
proposal to Tarek:
“Sales of room service pizza are stagnant due to guests? misperception that our product is
lower in quality than that of competitors. This misperception is based on the belief that until
we disassociate our pizza from the Holiday Inn name. Therefore, to capture more room
service pizza business, we should create a „Napoli Pizza? image for our guest room delivery
??Preparing „Napoli Pizza? brochures for each guest room, complete with a phone number
with a prefix different from that of Holiday Inn. The number will reach a special phone
in room service, which will be answered, Napoli Pizza, authentic Italian pizza from old,
??Using special „Napoli Pizza? boxes for delivering room service pizza to guests.
??Issuing „Napoli Pizza? hats and jackets to room service personnel for use in pizza
delivery. Room service waiters and waitresses will wear these garments to deliver pizza.
They will change to their regular uniforms for other deliveries.”Questions:
Explain how should Tarek respond to this proposal by:
1- specifying the relevant facts in this case
2- discussing the ethical issues
3- determining with precision who should be involved in the decision making process and
analyzing the viewpoints of the stakeholders
4- prescribing the possible alternatives and evaluating their consequences
5- Choosing the best alternative to solve the ethical dilemma and describing the potential
effects of the chosen action.
1- The report should contain between 1,000 and 1,500 words (6 to 8 pages)
2- Times New Roman 12 point font should be used for the text and 14 for the headings with
double spacing. Do not use more than two colors in the report.
3- There must be a cover page with the name of the student, his/her registration number, the
instructor?s name, the section and the date of submission of the report.
4- The deadline to submit all reports is November 30.
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