Why are there long queues at Foodcourts?

Title
Why are there long queues at Foodcourts?

Date
15th July 2008, Semester 1

Done By:
CHONG SUAN TING 0620321
NUR HAZWANI BINTE ISMAIL 0615332
NURAIN BINTI BORHAN 0622208
SIM KIAN TAT 0625681
TAN XIANG YING 0635659
MUHD SYAFIQ ABDUL GHANI 0640354
WONG LENG FEI GARY 0727314

ALVIN LOW CHONG BOON 0539906




AIM OF STUDY
The aim of this study is to answer the main research question as below:
To find out the factors that causes long queues in all foodcourts in Singapore Polytechnic.

This main research question is fragmented into the following sub questions:
a) Which foodcourt do you visit most frequently? Why?
b) What other activities do you do besides having your meal?
c) What is the average time taken from queuing to getting seated?
d) How has it affect students / consumers?
e) How can we overcome this problem?

DATA COLLECTION AND ANALYSIS METHODS

This study employs a qualitative social-psychological research paradigm. The research is conducted in all foodcourts (FC 1 – FC6) in Singapore Polytechnic. The research takes a total of six weeks to complete. The research stretches from 9th July 2008 to 23rd July 2008.

The forms of data collection for the research are as below:
a) Each group member is in charge of 2 food courts. Detail research and analysis done individually. There is a repeat of information gathered from the same foodcourt to obtain optimum results.
b) Every team member uses the same set of interview question. An example of an interview in this study is shown in Appendix A.
c) Each member to have personal observation to contribute to the data analysis by the interviewees. An example of a set of observations is shown in Appendix B.

The forms of analysis used are as follow:
a) Open Coding. Examples of open coding of an observation and interview are shown in Appendix C and Appendix D respectively.
b) Finding common themes
c) Categorising


FINDINGS (use diagrams or tables to supplement your report when needed)
The findings for this research are as follows:

a) The conditions and the causes long queues in foodcourts are as follows:
i) Environment
In this study, it is shown the environment of food court is a factor that determines where the students go for lunch. For instance, some interviewees commented that they like going to Foodcourt 2 because it is renovated. As such, the space becomes well-ventilated and bigger, thus, students will tend to go in big groups and spend longer time there. Similarly, in Foodcourt 4, it is air-conditioned and the dining space is configured into 3 sections. Therefore, these appealing factors the respective food courts offer brings about comfort thus able to attract students.

ii) Location
Location is one determining factor when students decide where to go. Most of the time they would go somewhere which is near to their classes because it is much more convenient, time and energy saving (avoid the hot weather). However, some students don’t mind travelling further to satisfy their cravings, thus there is no fixed number of students in every foodcourt during lunchtime.

iii) Variety & Quality of Food
Students are able to choose from a wide range of food is available in the food courts in Singapore Polytechnic. There’s fast food (Macdonald’s in FC 2, Pizza Hut & KFC in FC 5), Thai Cuisine (FC 4), Vegetarian Food (FC 1 & FC 6). Fast food is the all-time favourite of youngsters; therefore the lengthy queue lines formed is inevitable.
Besides fast food, students also go for food quality. An example is the economical mix rice stall in FC 2, where most would agree that the food is delicious yet cheap.



iv) Peer Influence
Peer plays an important role in decision making because most people prefers going for meals with their friends/ colleagues by nature. Therefore, consumers are expected to come in groups.

v) Inconsiderate Behaviours


The inconsiderate behaviours that contribute to the problems the team observed are mainly table-hogging and buying multiple shares. Some students tend to stay on chit chatting, using their laptops and playing card games after the meals, depriving others of the seat, thus leading to circulation problems as the block the passage way while roaming around for available seats.
Another major issue is when one student orders multiple sets of meal for their friends. This causes the people at the back of the queue to be greatly affected as they have to wait longer for their turn to come. This explains why some people have to spend half of their lunch break queuing up.


vi) Speed of Food Preparation

Time taken for the stall workers to prepare food also affects the long queues greatly. When the workers take a longer time to prepare, the queue will only accumulate than getting shortened and the waiting time per person increases. The team noticed that the stalls that take a longer time to get ready the food are usually run by elderly. Examples of slow food preparation are the Muslim Food in Food court 6, Fishball Soup in Foodcourt 2 and Muslim Stall in Foodcourt 3.

DISCUSSION



-Environment

Environment is an important factor that will influence students on whether will they patronise that particular food court often or once in a blue moon. Students normally will patronise food court with better ambience and environment, so that they will be able relax and relieve from stress while enjoying their meal. Sub-factors that contribute to the environment of a food court are the type of crowd, ambience, sceneries and whether is the food court air-conditioned. We can relate these entire factors to the food court in our campus, for example; Food court 4 being well air-conditioned and the only air-conditioned food court in our campus, which result in the overwhelming crowd. Whereas food court 3 has a panoramic view of the field and a lovely fountain by the entrance of the food court, thus attracting a substantial amount of students to patronise. In food court 6, the type of crowd in it is the sole factor that attracts student to patronise, as it is renowned for its high population of female students. Whereby, attracting most of the male students from all other schools to patronise in food court 6, despite it is located at the far end of the campus.

- Location
For location, attitude is one of the social psychological points that affect the thought of students. Most students are merely self-centred. They prefer going to the nearest foodcourt regardless of the price and variety of the food just to save time and energy which is to avoid the hot weather as well as for self-convenience which is to avoid the hot weather. Only a minority who are broadminded would not mind travelling to other further foodcourt to try other different variety of food as well as experience the environment of other foodcourts since some foodcourts are well-ventilated or air-conditioned.

- Peer Influence
Peer influence is a huge factor in letting students to decide their choice of foodcourts as well as the food they are having. The social psychological viewpoints that can be used to change the thought of students include persuasion, conformity and consensus seeking.

Students of Singapore Polytechnic usually hang around in cliques and members in the group are usually very concerned with consensus seeking. The members will be very concerned with gaining unanimous agreement rather than quality of group decision, which in this case, means that when an individual decide to have lunch at a certain foodcourt, the rest will agree and go together.

In addition to consensus seeking, students also use persuasion to change their friends’ thoughts on which foodcourt to go and what to have. They may apply rational or emotional arguments to convince their friends to adopt their personal position. The friends will be facing pressure from the one persuading them and will thus conform and agree to go to the foodcourt as requested by the one. They will modify their behavior in response to pressure from others, either imagined or real, and actually no in response to a direct request.

- Food Quality
Does the presence of fast-food affect the choices made by the students in deciding on which foodcourt to go? Some foodcourts offer special food such as Thai cuisine, Macdonald’s, Pizza hut, Waffleton and vegetarian food. These stalls are not common in Singapore Polytechnic, so students may be attracted to visit the foodcourts that has these stalls when they have special cravings to eat these foods.

Some food offered in different foodcourts may taste better, which are also main attractions for students to visit. Chicken talk, the chicken rice stall at foodcourt 3, is very popular with students as the quality of food is good and the price is acceptable. There are chicken rice stalls in almost all Singapore Polytechnic foodcourts but students tend to visit the stall that offers the ‘same’ food but of higher quality.
- Popularity of Foodcourt

What attracted students to visit the food courts in SP?
According to observations data, food court 4 will be a much popular food court in SP. Reasons being that is air-conditioned and there are good and cheap foods. However, there are students whereby prefer to go a certain food court which is near to their school. Reasons such as lazy to walk, time consuming to travel and etc.
A breakdown of 6 Food Courts in SP by their popularity.

Food Court 1:

Being the nearest food court to the School of Built Environment, most common students from School of Built Environment will visit this food court during their 1 hour lunch break. School of Chemical Life Science and Singapore Maritime Academy students will visit too, due to the popularity of the stalls. Stalls such western foods which can wait up to 35 minutes, Japanese food and Yong dau fu stalls can wait up to 20 minutes.

Food Court 2:

Having one of the popular fast food restaurants can really attract a lot of students especially during breakfast. Ways that attract students also because it is cheaper compare to public. Not forgetting some cheap and nice foods along the way. Recommended by Singapore Maritime Academy students where they will normally have their lunch. Chicken rice, mixed vegetable rice and the Muslims stalls are the one which always got long and messy queues.

Food Court 3:

Having one food court which is almost the centre of the whole campus, it attracts students from all schools to drop by. Chicken talk stalls where they sell Muslims chicken culet rice and noodles costing $2 each. Queues for this stall can queue up to 20 minutes just to wait for the food. Ban Mian which is also popular especially to ladies who want to eat small and filling food. The queue can wait up to 10 – 15 minutes.

Food Court 4:

Air-conditioned food courts which have no different compare to the public food court attract not only students but non SP students too. Food court operated by “Kou Fu” is a popular food court out in the public too. Crowds never seem to subside when they start their daily operation till 3-4 O’clock. Muslims stall are one of the best selling food in the food court. Long queue can be spotted especially during lunch break. Waiting time can queue up to 20 minutes. Thai Cuisine which has been awarded one of the best foods in SP also receives long queues during lunch break. Foods in food court 4 have more variety compare to the other food courts.

Food Court 5:

Another 2 popular fast food restaurants which located at food court 5 attracts nearby secondary school students from New Town Secondary School. Waiting time just for getting a meal can wait up to 25 – 30 minutes. Queues are spotted to have multiply columns at the KFC counters. Pizza huts are always full house. What attracts students is the price. It is at least 50 – 90 cents cheaper compare to public.

Food Court 6:

Last food court located at the School of Business is one of the cheapest food courts in SP. Crowds start flowing in when it is close to lunch break. Long queues can be spotted at Muslims food and chicken rice stalls. This two are the much more popular foods not only in food court 6 but as well as in the whole SP. Nice and cheap food. As usual, crowds are mostly students from School of Business. This food court is one of the food courts with vegetarian’s food and this will attracts vegetarians from different school to travel here to buy.

- Inconsiderate Behaviours
Those whom are queuing up may show inconsiderate behaviours by buying food for their friends. This may create anger and unhappiness to those at the back of the queue as it was unfair to them. Others will be affected by their inconsiderate actions, even stall owners will be affected for they have to prepare a big number of meals at one time. They may be under pressure too due to this.
In other cases, a friend would allow a few other friends to queue in front of them instead of going to the back of the queue. This may be due to persuasion by their peers however ignoring those behind who has been queuing for some time.
All these inconsiderate behaviours have been a factor for causing long queues during peak hours.

CONCLUSION
In order to provide the most significant solution to the problem of long queues in foodcourts, we need to understand the factors that contributed to this problem.
We have separated the factors into different categories of location, peer influence, food quality, popularity of foodcourts, and inconsiderate behaviours. From the viewpoint of social psychology, there are usage of persuasion, conformity and consensus seeking in deciding the foodcourt to visit.
After determining the types of categories and the social psychological viewpoints, we can better understand the problem and be able to provide a more in depth analysis as well as suggest more relevant solutions. Researchers can use it as a platform to study the other aspects of the factors leading to long queues and their impact on others.