An Association of Marketing Students®

OCCUPATIONAL CATEGORY
Quick Serve Restaurant Management

INSTRUCTIONAL AREA
Marketing-Information Management

PARTICIPANT INSTRUCTIONS

PROCEDURES

1.	The event will be presented to you through your reading of these instructions, including the Performance Indicators and Event Situation. You will have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the performance indicators of this event. During the preparation period, you may make notes to use during the role-play situation.

2.	You will give an ID label to your adult assistant during the preparation time.

3.	You will have up to 10 minutes to role-play your situation with a judge (you may have more than one judge).

4.	You will be evaluated on how well you meet the performance indicators of this event.

5.	Turn in all your notes and event materials when you have completed the role-play.

PERFORMANCE INDICATORS 

1.	Explain the concept of market and market identification.

2.	Explain the nature of sales forecasts.

3.	Describe the need for marketing information.

4.	Identify information monitored for marketing decision making.

5.	Describe sources of secondary data.

EVENT SITUATION
You are to assume the role of assistant manager for Hamburger Place. The manager (judge) wants you to plan some market research for the business.

Hamburger Place is a one -location restaurant serving the following limited menu:

Hamburger - $3.49
Cheeseburger - $3.99
Jr. Hamburger - $1.99
Jr. Cheeseburger - $2.49
The following toppings are included in the price:
	Lettuce, tomato, mayonnaise, mustard, ketchup, onions, peppers
The following toppings can be added for $.50:
	Bacon, mushrooms, extra cheese
	Fries
		Small - $1.99
		Medium - $2.99
		Large - $3.99

	Drink, one size, five fountain flavors, $1.49 with free refills

At Hamburger Place, all food is made fresh daily on site. The hamburger meat is never frozen, and the potatoes are bought from local farms and cut fresh. Because of the high quality of its ingredients, the restaurant is extremely popular, often with lines out the door during peak hours. Seating is limited; most people just carry food out. Hamburger Place is open daily from 11 a.m. to 9 p.m. for lunch and dinner.

Within a five-mile radius of Hamburger Place there are two other quick-serve restaurants— one serving burgers and one serving Southwest-style food. In the past six months, both of these restaurants have introduced new menu items that sell for $.99 each. These inexpensive items are popular with the local crowd. Sales at Hamburger Place have declined slightly in the most recent two months. Both of your competitors are also open until midnight, which could be influencing your sales.

At this time, it is not possible for Hamburger Place to expand its operating hours. The manager (judge) is wondering if Hamburger Place should expand or modify its menu to carry more inexpensive selections. The manager (judge) has asked you to create a plan for researching the market to find out if adding some more inexpensive selections to the menu would be profitable. 

You will present the plan to the manager (judge) in a role-play to take place in the office of Hamburger Place. The manager (judge) will begin the role-play by asking you to present your plan. After you have presented the plan and have answered the manager’s (judge’s) questions, the manager (judge) will conclude the role-play by thanking you for your efforts on this project.

JUDGE’S INSTRUCTIONS

DIRECTIONS, PROCEDURES AND JUDGE’S ROLE

In preparation for this event, you should review the following information with your event manager and other judges:

1.	Procedures

2.	Performance Indicators Evaluated

3.	Event Situation

4.	Judge Role-play Characterization
Participants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant.

5.  Judge’s Evaluation Instructions

6.	Judge’s Evaluation Form
Please use a critical and consistent eye in rating each participant.

JUDGE ROLE-PLAY CHARACTERIZATION

You are to assume the role of manager for Hamburger Place. You have asked the assistant manager (participant) to plan some market research for the business.

Hamburger Place is a one -location restaurant serving the following limited menu:

Hamburger - $3.49
Cheeseburger - $3.99
Jr. Hamburger - $1.99
Jr. Cheeseburger - $2.49
The following toppings are included in the price:
	Lettuce, tomato, mayonnaise, mustard, ketchup, onions, peppers
The following toppings can be added for $.50:
	Bacon, mushrooms, extra cheese
	Fries
		Small - $1.99
		Medium - $2.99
		Large - $3.99

	Drink, one size, five fountain flavors, $1.49 with free refills

At Hamburger Place, all food is made fresh daily on site. The hamburger meat is never frozen, and the potatoes are bought from local farms and cut fresh. Because of the high quality of its ingredients, the restaurant is extremely popular, often with lines out the door during peak hours. Seating is limited; most people just carry food out. Hamburger Place is open daily from 11 a.m. to 9 p.m. for lunch and dinner.

Within a five-mile radius of Hamburger Place there are two other quick-serve restaurants— one serving burgers and one serving Southwest-style food. In the past six months, both of these restaurants have introduced new menu items that sell for $.99 each. These inexpensive items are popular with the local crowd. Sales at Hamburger Place have declined slightly in the most recent two months. Both of your competitors are also open until midnight, which could be affecting your sales.

At this time, it is not possible for Hamburger Place to expand its operating hours. You are wondering if Hamburger Place should expand or modify its menu to carry more inexpensive selections. You have asked the assistant manager (participant) to create a plan for researching the market to find out if adding some more inexpensive selections to the menu would be profitable.

The assistant manager (participant) will present the research plan to you in a role-play to take place in the restaurant’s office. You will begin the role-play by greeting the assistant manager (participant) and asking to hear the plan. 

During the course of the role-play you are to ask the following questions of each participant:

1.	What are the costs of this research?

2.	What would it cost us to add new $.99 menu items?

3.	Are there any other reasons why sales might decline?

Once the assistant manager (participant) has presented a plan and has answered your questions, you will conclude the role-play by thanking the assistant manager (participant) for his/her work on this project.

You are not to make any comments after the event is over except to thank the participant.

JUDGE’S EVALUATION INSTRUCTIONS

Evaluation Form Information

The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge’s Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators Evaluated section are the critical ones you are measuring for this particular event.

Please note that the Judge’s Evaluation Form has a starred number in the ranking for each evaluation item. This starred number represents a minimum competency level that an employee in your industry should attain so that additional formalized training would not be required immediately.

Evaluation Form Interpretation

The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency.

Level of Evaluation	Interpretation Level	
		
Excellent	Participant demonstrated the competency in an extremely professional manner; greatly exceeds business standards; would rank in the top 10% of business personnel performing this competency.	
		
Good	Participant demonstrated the competency in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the 70-89th percentile of business personnel performing this competency.	
		
Fair	Participant demonstrated the competency with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the 50-69th percentile of business personnel performing this competency.	
		
Poor	Participant demonstrated the competency with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49th percentile.	

JUDGE’S EVALUATION FORM
QSRM-01
State Event 4

DID THE PARTICIPANT:

1.	Explain the concept of market and market identification?				
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at explaining the concept of market and market identification were inadequate or unclear.	Adequately explained the concept of market and market identification.	Effectively explained the concept of market and market identification.	Very effectively and 
thoroughly explained the 
concept of market and market identification.	
				
2.	 Explain the nature of sales forecasts?				
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at explaining the nature of sales forecasts were inadequate or unclear.	Adequately explained the nature of sales forecasts.	Effectively explained the nature of sales forecasts.	Very effectively and 
thoroughly explained the 
nature of sales forecasts.	
				
3.	 Describe the need for marketing information?				
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at describing the need for marketing information were inadequate or unclear.	Adequately described the need for marketing information.	Effectively described the need for marketing information.	Very effectively and 
thoroughly  described the 
need for marketing 
information.	
				
4.	 Identify information monitored for marketing decision making?	
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at identifying information monitored for marketing decision making were inadequate or unclear.	Adequately identified information monitored for marketing decision making.	Effectively identified information monitored for marketing decision making.	Very effectively and 
thoroughly identified  
information monitored for marketing decision making.	
				
5.	Describe sources of secondary data?				
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at describing sources of secondary data were inadequate or unclear.	Adequately described sources of secondary data.	Effectively described sources of secondary data.	Very effectively and 
thoroughly described sources
of secondary data.	
				
6. Overall impression of the participant’s skills and performance?				
POOR	FAIR	GOOD	EXCELLENT	
0, 1	2, 3, 4	5, 6, 7	8, 9, 10	
Demonstrated few skills with little or no effectiveness.	Demonstrated limited ability to link some skills effectively.	Effectively demonstrated specified skills.	Demonstrated skills in a confidant articulate and integrated manner that meets the highest professional business standards.	

Judge’s  Initials 		TOTAL SCORE