1. What service products do PI-O offer?

2. Based on the case, do you think that you can help PI-O to develop their business by applying the four broad categories of services "people processing, possession-processing, mental stimulus processing, and information processing"? Explain your answer by example(s).

3. How can you help PI-O in determining and minimizing their customers’ expected risks? Identify some expected risks and suggest solutions? Justify your answer.

Explain how you can help PI-O facilitate their business using the service flower concepts.

Can you suggest some tips by which PI-O can enhance their customers buying in the pre-purchase stage? Explain your answer.

6. How you can help in expanding PI-O business by overcoming the place and time restrictions? Explain your answer.

For more than 35 years, PI-O’s has been one of the nation’s go-to venues for children’s birthday parties and rainy afternoon outings. Operating under the slogan “Where a kid can be a kid,” there are more than 575 PI-O’s locations in 47 states in the USA and 10 foreign countries. Their goal is to provide a fun and safe environment for children aged under 12 years to play and families to create memories, but in 2015 PI-O’s made improvements not for the children, but for the parents.

“Your average kid who comes to PI-O wants to come 11 times a year; they come three times a year. The difference between that and the 11 times a year they want to come is the mom and dad veto,” said Tom Leverton, CEO of LEL Entertainment, Inc. “What we’ve been doing over the past couple of years especially is trying to address the mom and dad needs.”

To that end, PI-O’s expanded their menu to include items geared to more advanced culinary of tastes of the parents, such as the Cali Alfredo pizza and the BBQ Chicken Pizza, Caesar and Club whole-wheat wraps, BBQ Chicken Ciabatta sandwiches. They also added dessert churros served with salted caramel and white chocolate icing. "Kids are at the heart of everything we do at PI-O 's, but kids don't come alone, and we want to make sure parents have just as enjoyable an experience as the kids do, especially when it comes to the food," said Leverton.

The new adult menu has been promising for PI-O’s, but they aren’t stopping there. In 2016, they began testing additional menu items in select markets. The Orlando, Florida market has seen the addition of giant chocolate chip cookies to the menu. They are also testing a Honey Mustard- bourbon wing sauce, multigrain Italian Chicken and Chicken Caesar flatbreads, and gluten-free pizza dough.

In March 2016, PI-O’s debuted a lunchtime all-you-can-eat buffet to address the issue of customer frequency. The buffet is $3.99 for children and $5.99 for adults. They are also testing half-priced games on Tuesday evenings in the Dallas market. PI-O decided also to introduces a loyalty card that will give one free entry after 5 visits and a discount of 10 % in the foods for regular customers.

Answer rating: 100% (QA)

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