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Case 2
Cafeteria I.C.E.
The Electric Company of Costa Rica Employee Cafeteria
The situation in I.C.E. demonstrates problems associated with changing established cultural
patterns and the effect these can have on work productivity and work systems. The I.C.E. cafeteria
represents a mixture of old and new customs. Tables continue to be cleared as they would in a
designed for efficiency rather than customer service, such as one would expect in a traditional
restaurant.
The management of I.C.E. compounded the problems by establishing work rules, which did not
The sandwich section has not been regarded as successful, yet is that accurate? In view of the
natural pressures to eat from the main serving line, it is surprising that the sandwich line has had
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Would it make sense for I.C.E. to encourage the consumption of nutritious snack items in the mid-
morning?
If a mid-morning break is considered, I.C.E. might install vending machines. These could possibly
be under the contract of the cooperative. Vending machines in high traffic areas normally produce
good profits.
The design of the cafeteria is also an important area of consideration. Can it ever be made more
efficient by continuing to use a straight-line system for the main serving line? Should there be a
main serving line? Should I.C.E. implement a saw tooth or by-pass system? Or, would it be more
appropriate to implement a scramble system?
A scramble system could be established in which various menu items were offered at different
serving stations. Is it logical to think that eventually each of these stations could serve a fast food
item in a disposable container or will the habits of I.C.E. employees force them to continue to use
china and silverware? If I.C.E. employees are willing to c
they be willing to change habits of using china and silverware?
The discussion might also center on ways to encourage employees to use a scramble system.
Students should discuss the alternative of maintaining status quo. At present, the union and
personnel seem happy. Is it worth antagonizing them in the name of efficiency? If a sudden
change in eating habits is forced on the employees, the result will almost certainly be turmoil. The
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Chapter 3
1. Can the use of marketing concepts/strategies be of use in solving the problem with
cafeteria I.C.E.?
Marketing philosophies, strategies, reasoning, and tactics, can be of great assistance. Ask your
2. What effect can an individual organization such as I.C.E. have on changing ingrained
cultural habits such as those of noontime dining?
3. What would you suggest to increase patronage of the sandwich and fruit line?