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Abstract
This live case study examines Leola's Crab Shack, a seafood restaurant in Tallahassee, FL. Using the Pro Model Simulation software and accessing the company from direct contact with the owner; the study evaluates customer frequencies, food preparation time, and other variables to create a simulation of the company processes.
1. Introduction
Our paper concentrates on a local seafood restaurant called Leola's Crab Shack. After direct observations and other data collection we conducted a computer simulation that showed the supply chain process for Leola's Crab Shack.
Leola's Crab Shack is a small seafood restaurant located in Tallahassee, FL. It focuses on lunch and dinner meals centered on crab and other southern seafood dishes. The owner Eric McKinnon, who has always dreamed of owning a restaurant chain, opened the chain in 2007 with the slogan of having "The Best Crab in Town". He had one previous chain called "Southern Fixins" in 2001.
The establishment is focused on their lunch rush occurring around 11AM - IPM and their early dinner between 4PM and 5PM. The establishment is open from 1 1 AM - 10 PM on weekdays, and from 11 AM - 11 PM on weekends.
2. Number of Customers (peak day)
The peak day is Thursday with 43 customers. The peak day of business for the company is due to higher student traffic. All figures and numerical representations will be made from the data collected through our inperson observations.
3. Customer Demographics
Leola's Crab Shack is in a city where the estimated household income in 2009 was $34,335. The population of the city is approximately 35, 287.
Leola's attracts consumers that are mostly African American. They have a local crowd that is attracted by the "soul food" that the restaurant provides. Many of the customers are students of Florida A&M University on their break from classes. One of their locations is on Orange Avenue in Tallahassee, FL. The other location is on West Tennessee Street in Tallahassee, FL. Their second location is where they reach most of their crowd that does not reside nor frequent the south side of Tallahassee, FL.
The restaurant needs to expand so that they do not appeal to only one demographic. Florida State University is the largest college in Tallahassee,...