Big Scoop Re-Organization

Paige Anderson, Communication Strategic Organization

Overview

For this project I worked with the company Big Scoop. I did an internal restructuring with them, through this we worked on training, organization and communication with employees as well as customers. The final product of this project is an employee handbook as well as many examples of ways to communicate through the different channels open to Big Scoops target audiences. Below are the professional recommendations I gave to the business as well as the different visuals I created for customer communication and the employee handbook.

Big Scoop Reorganization and Recommendations

Centralized Structure and Shift Leads

“What Is an Organizational Structure?

            Employees want to understand their job responsibilities, whom they report to, what decisions they can and should make, and how they interact with others and teams within the company. An organizational structure creates this framework. Organizational structures can be centralized or decentralized, hierarchical or circular, flat or vertical.” Forbes advisor (https://www.forbes.com/advisor/business/organizational-structure/)

What organization does Big Scoop have now?

Big Scoop has a decentralized, flat organizational structure. What does this mean? A decentralized structure means that teams have more autonomy to make decisions and there is cross-collaboration between groups and roles. This is usually used to help companies remain flexible and adapt to change. A flat structure means that a person may report to more than one person because of that cross-collaboration between groups. There is more than one decision-maker at a time and multiple people have decision-making authority.

            Big Scoop has a limited structure. The employer wants to believe that their employees are responsible enough to make decisions and have cohesion among them, but unfortunately, that is not true. Over the years, the employees have gotten younger and younger, and the retention rate of employees has been decreasing. Because of this, there has become a need for a clear organization within the chain of command and a clear organization of tasks to complete.

Recommendations

            After looking into employees’ roles, I have suggested several structural changes and adaptations. The first change is that there needs to be a Centralized organizational structure. This is the traditional model that many companies use and for a company that has a high turnover rate of employees, this is an efficient and optimal structure.

            Establishing a centralized organizational structure, along with clearly defined roles and responsibilities can greatly buoy process efficiency and communication in Big Scoop. Drucker (1974) asserts that “”Effective organization is not a matter of arranging people; it is a matter of arranging their work.” Creating a centralized structure will ensure the tasks are properly allocated and completed, minimizing confusion and increasing accountability for Big Scoop.

            While discussing the current communication in place there was some confusion as to how that wasn’t what they had in place already. After talking to employees I was able to provide some insight as to how the chain of command has gotten lost. This business is a family business and as such when a family member is working it is clear that they are in charge and they know what to do, but there is a lack of delegation of tasks and no clear guidance for other employees on what they need to do. Additionally, when a family member isn’t working there appears to be no chain of command. Employees who come back year after year are expected to take up a manager role when that title has not been offered to them, they are expected to delegate tasks that they have never been delegated before. A prime example is customer phone calls asking for a manager. When this scenario happens the phone gets passed to the more senior employee, even if that employee has only worked there for 5 months. This is a clear issue that lead me to the suggestions of the restructuring and introduction of shift leads.

            Shift leads are now being introduced to serve as contact points for both staff and customers. Hence, as per Hackman and Oldham’s (1976) Job Characteristics Model, providing employees with autonomy and responsibility increases motivation and satisfaction. Delegated, so that it is the shift leads who have the authority to respond to the customers that give Big Scoop a sense of ownership and pride in their work.

Current Onboarding process

                What does the interview/ training process of Big Scoop look like? When it comes to an interview process there is none, there is no face-to-face interview or personal questions asked. 90% of Big Scoop employees get hired through referral, this means that past employees get asked if they know someone who would be willing to work there or if someone brings in a résumé and they know an employee their chances of getting hired are higher than those that just bring in a resume. The referral process is good and can lead to great employee-to-employee relationships. But where issues have arisen is the employees that get a job without an interview. Over the last year, there have been several employees who should have been asked key questions through the onboarding process and weren’t.

Improved Onboarding and Food Safety

Interviewing is a key process that has been lost over the years. Big Scoop is a high-stress fast-paced environment that requires good communication and confidence in these situations. These traits are something that can be verified through an interview and by asking questions. Asking how they would handle certain situations and being put on the spot will help show how they would react in the work environment.

A thorough onboarding period is critical for new employees to ensure that they learn the correct skills and information for success. According to Newstrom and Davis (1993), “Effective orientation programs can reduce employee turnover, improve job satisfaction, and enhance productivity.” Big Scoop pledges to conduct training on food safety protocols, client handling, and company policies so that freshers become productive members of the team in no time.

            Training is something that should be done by a manager and should follow a specific list of tasks that each employee should be trained on. When it comes to handling food and money there are a lot of different situations that an employee can be put in. These situations can be created during the training process and lead to fewer mistakes during the busy season.

            Forbes states that “Employee training significantly contributes to shaping a positive company culture. By focusing on managerial and leadership training, organizations can create a more inclusive and engaging environment. Training in areas, such as conflict management and inclusion, further strengthens this cultural shift.”

            As for food safety it is one of the most important aspects of every food service operation. This is where Big Scoop can justify its commitment to the public health and safety of the public by mandating that the personnel at the outlets acquire at all times a food handling certificate. According to the FDA, proper food handling can prevent foodborne illness. Big Scoop can save face by getting its employees trained or certified through a third party, thereby protecting its customers and business. I highly recommend and encourage requiring employees to get certified in basic food handling and hygiene. The FDA website has free training. I have attached links to these trainings below.

https://www.fda.gov/food/retail-food-protection/retail-food-industryregulatory-assistance-training

Out of all the topics on this link I would consider it professionally mandatory for your employees to read and answer questions based on allergens, time and temperature control for safety, preventing cross-contamination, and employee health.

Current Scheduling

            When scheduling, employees are free to make changes to a paper copy of the schedule as they wish, as long as they get someone to take their shift. This leads to a very visually confusing scheduling calendar and causes there to be no clear leadership per shift. This is where the centralized organization comes into play. There is a clear owner of the business but after that, the lines of leadership get blurred.

            It has been suggested that there be two managers to ensure that at least one manager is working at all times, another option for this is to have shift leads, within this organization there are three shifts in a workday, with implementing shift leads there is a clear chain of command for each shift, this can come with more responsibility as well and this title can be given to employees with seniority that aren’t in a manager role.

Current Visual Communication and Task Management

            Every task list and sign in Big Scoop is handmade or created in Word, these signs have not been updated in years and are very difficult to read for employees and customers. A simple solution is to do a slight redesign and organization of products on the menu board and create updated lists of tasks and recipes for employees.

Visual Communication and Task Management

            Good visual communication can make a huge difference in workplace efficiency while decreasing mistakes. Tufte (2001):”The best way to communicate complex ideas is clearly, concisely, and accurately.” The clearest, most concise, and accurate communication of complex ideas is the best communication of complex ideas. The expertise of using a visual display and advertisement system provides Big Scoop with the ability to make many effective visual aids like menus, task lists, and recipe instructions which have clear and concise information that guides the employee step-by-step which means that they will not easily make mistakes in crafting their products.

            In addition, instructional videos can ensure the style and method of employee training remains uniform and effective. Indeed, as Clark and Mayer (2016) observe, principles of multimedia learning improve both learning and retention. The usage of multimedia elements in training materials can help Big Scoop create engaging and effective learning experiences.

Marketing and Communication

            Big scoop should follow a targeted marketing strategy, to reach its desired audience. To refer again to Kotler and Keller (2016), “Effective marketing requires a clear understanding of target markets and their needs.” Understanding the needs of tourists, local families and young locals can help Big Scoop craft marketing messages and special initiatives specific to each group.

            Facebook and Instagram are great social media platforms for target audiences. With captivating content and advertisement campaigns, Big Scoop can appeal to new customers and gain their confidence as a lifelong brand. Community events can increase brand exposure as well as improve the image of the company in the eyes of the local populace.

            Targeted marketing can make Big Scoop reach its target audience. With knowledge of what tourists, local families, and young locals truly want, Big Scoop could craft its marketing messages and promotions. For example, attention-grabbing signage that said, “Large Portions!” While “What to Eat AND How to Save Money at Waterton” can be click-bait that attracts tourists, Facebook is a good place to share specials, promotions and family-friendly events with local families. Targeting local youths through Instagram using fresh creative content and innovative prizes for contest can work wonders for business.

Branding and Community Engagement

            With a suitable brand identity, Big Scoop can differentiate themselves from the competitors and create a loyal customer base. While Keller (2013) states that “A strong brand can command premium prices, build customer loyalty, and attract top talent.” Through the creation of an in-depth branding guide, Big Scoop will be able to maintain uniformity across messaging and visual identity.

            It must have a strong community then, without which there are no relationships with locals. Sponsoring local events, participating in community gatherings and supporting local initiatives can all build Big Scoop brand reputation and attract new customers. Even so, community involvement could also nurture a sense of belonging and pride among the employees.

            Social media is a strong platform for establishing brand loyalty and attracting new customers. Big Scoop can interact with the audience through contests and giveaways, replying to their comments and messages, and sharing user-generated content. Big Scoop should engage these conversations to create communities and strong relationships with customers.

            Engaging with the community is vital for a good brand image and building relationships with families that live nearby. Big Scoop can show its commitment to the community by sponsoring local events, hold charity event development and working with local organization as a volunteer. One great example of leveraging community engagement strategy is Chipotle and how they systematically partner with local farms or Starbucks and their extensive list of volunteer days and community events.

            With following these recommendations, Big Scoop can attract its target market, develop brand loyalty and establish its presence in the community.

Ardath Albee 9 Essential Persona Development

            To help kick start your branding efforts and help direct your communication with your target audience below I have attached a branding guide including a very specific breakdown of your 3 target audiences.

Tourist persona: I live more than and hour away from Waterton I’m 30-55 years old.

1. Day in the Life: I Wake up Whenever I see fit but is probably around 8 because I’m sleeping in a tent and I’ll be woken up by the sun. I get ready for the day and am excited to do what I want as I please because I am on vacation. I am excited to see the beauty around me and don’t want to miss out on anything that Waterton has to offer. I plan on going on a hike or going on a boat tour. I’ll be hungry after and will walk down the main street to go gift shopping. This is when I see a sweet treat at Big Scoop.
2. Objectives: My number one priority to fit everything Waterton has to offer into a single weekend, I want to do everything that is popular and enjoy nature.
3. Problems: My main problem is not knowing what specifically there is to do and having limited funds to spend on this trip.
4. Orientation: I have a corporate job and I’m using vacation days to be in Waterton. I live in the city and I wanted to get out and enjoy nature to feel more connected to what’s around me.
5. Obstacles: My  biggest obstacle is that I don’t have the time because I’m only here for a weekend and I may not have it in my budget.
6. Questions: I’m I going to regret not going? Am I getting the most out of my vacation? Whis this be something I want to brag about to my coworkers?
7. Preferences: I consume most of my information on social media and blogs. Because I’m in a new place, I get my information from visual cues around me, like signs and word of mouth from local workers and pamphlets.
8. Keywords and Phrases: I am likely to search up, must-visit locations in Waterton, top 10 things to do in Waterton, Waterton national park locations
9. Engagement Scenarios: “Must see ice cream”, “Local favorite ice cream”,

Facebook persona: I Live close to Waterton, I consider myself local, I’m 30-55 years old.

1. Day in the Life: This mom typically wakes up early to prepare her kids for school, including packing lunches and getting ready for the day. Afternoons are spent picking up the kids, assisting with homework, and preparing dinner. Evenings are reserved for quality family time, relaxation, and social media browsing.
2. Objectives: Her primary goal is to find convenient, high-quality treats for her family, especially on busy days. Additionally, she aims to support local businesses and contribute to the community.
3. Problems: She faces challenges such as limited time for errands and meal prep. She also desires healthier options for her kids and wants to avoid long lines and crowds.
4. Orientation: This mom is socially oriented, relying on recommendations from friends and family, particularly within local Facebook groups. She is also digitally active, using Facebook and other social media platforms to stay connected and informed.
5. Obstacles: Busy schedules, competing priorities, limited budgets for treats, and potential health concerns or dietary restrictions for her family can hinder her decision-making process.
6. Questions: She may ask questions like “Are there any healthy ice cream options available?” “What are the best deals or promotions?” “Can I order online or through a mobile app for quicker pickup?” and “Are there any family-friendly events or activities at the ice cream store?”
7. Preferences: She prefers classic flavors like chocolate, vanilla, and strawberry, and toppings like sprinkles, whipped cream, and fruit. She also favors a family-friendly and relaxed atmosphere.
8. Keywords and Phrases: Relevant keywords and phrases include “family-friendly ice cream,” “quick and easy treats,” “healthy-ish options,” “local business,” and “Facebook groups.”
9. Engagement Scenarios: She may engage by sharing photos of family outings to the ice cream store on Facebook, participating in loyalty programs or special events, or ordering ice cream cakes online for birthdays or other occasions.

Instagram Persona: I live close to Waterton and I know some of the workers at Big Scoop, I’m 14-25 years old.

1. Day in the Life: Alex, a 17-year-old, spends their days juggling school, part-time work, and a vibrant social life. Mornings are for quick breakfasts and rushing to catch the bus. Afternoons are filled with classes and study sessions, often interrupted by scrolling through Instagram and TikTok. Evenings are spent hanging out with friends, working at the local ice cream shop, or creating content for their social media channels.
2. Objectives: Alex aims to stay connected with friends, maintain a strong online presence, and earn extra money. They also enjoy trying new flavors and sharing their experiences with their followers.
3. Problems: Balancing schoolwork, a part-time job, and a social life can be challenging. Additionally, Alex often finds themselves scrolling endlessly on social media, wasting valuable time.
4. Orientation: Alex is highly social and tech-savvy. They rely heavily on social media platforms like Instagram and TikTok to stay connected with friends and follow trends. They’re always looking for the latest viral challenges and opportunities to showcase their creativity.
5. Obstacles: Time constraints, academic pressures, and the constant urge to check social media can hinder Alex’s productivity.
6. Questions: What are the newest, most Instagram able flavors? Are there any exclusive deals or discounts for employees? Can I use the shop’s products for my social media content?
7. Preferences  Alex prefers trendy, visually appealing flavors and toppings. They enjoy sharing their experiences on social media and engaging with their followers.
8. Keywords and Phrases “Food influencer” “Social media trends” “Viral challenge” “Foodie” “Ice cream lover”
9. Engagement Scenarios Social Media: Posts photos and videos of new flavors, employee discounts, and behind-the-scenes glimpses of the ice cream shop on Instagram and TikTok. In-Store: Encourages friends to visit the shop and tag them in social media posts. Online: Participates in online challenges and contests related to food and social media.

Conclusion

The suggestions provided above can positively increase Big Scoop with its processes, employee satisfaction and experience for the customers. More communication, decisions on the ground level are captured by practice leads, and clearer accountability for performance too supports a more centralized organizational structure with specific shift leads. This can be done by establishing a strong onboarding and food safety training process, which would provide your workforce with most of the necessary tools to ensure compliance.

In addition, by implementing targeted marketing strategies, using social media and community involvement Bia Scoop can enhance its brand image and form a loyal customer base. These recommendations can help Big Scoop set itself up for long-term success and growth.

References

Drucker, P. F. (1974). Management: Tasks, Responsibilities, Practices. Harper & Row.

Hackman, J. R., & Oldham, G. R. (1976). Motivation through the design of work: Test of a theory.             Organizational Behavior and Human Performance, 16(2), 250-279.  

Newstrom, J. W., & Davis, K. (1993). Organizational behavior: Human behavior at work. McGraw-Hill.

Tufte, E. R. (2001). The Visual Display of Quantitative Information. Graphics Press.

Clark, R. C., & Mayer, R. E. (2016). E-learning and the science of instruction: Proven strategies for        effective online learning. Sage Publications.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.

Keller, K. L. (2013). Strategic Brand Management. Pearson.

Food and Drug Administration (FDA). (n.d.). Food Safety. Retrieved from          https://www.fda.gov/food/retail-food-protection/retail-food-industryregulatory-assistance-training