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Change Management Memo

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Change Management Memo
Breakfast is the most important meal of the day, which is why we are pleased to announce this major change to our corporation. Taco Bell will now be open for breakfast! Our breakfast is going to be launched started in mostly the western states and a select few states in the south that will be on a trial run. Breakfast is going to start around 9:00 o’clock a.m. and we are going to stop serving at 11:00 a.m. The main breakfast item on the menu will be breakfast burritos. Burritos will be filled with eggs, cheese, and the customer’s choice of bacon, sausage, or steak. We will be teaming up with different partners such as Cinnabon©, Seattle’s Best Coffee©, and Johnsonville©.
Type of Change Involved The idea is to bring breakfast to the daily menu. Millions of customer visits different fast food restaurants to get breakfast in the mornings and with millions of dollars in profits back in 2014, the purpose is to create a new market and extend our possibilities of growing financially and create a different image that will attract a targeted number of new customers. Ever since the establishment of the company, the growth on popularity was attracted a great percentage of Male customer leaving a great number of possibilities to grow on different demographics. Not only did the menu introduce completely new tastes to the brand, but it’s also helping tap into previously hard-to-reach demographics—women in particular. “People who … may not have been attracted to Taco Bell and that traditional, crave-able taste really felt, ‘Wow, this is different. This is better,’” Creed says of Cantina Bell ("Not Your Parents’ Taco Bell", 2015). As we take a look at the numbers, the amount of sales is staggering comparing the sales of breakfast and any other meal. McDonalds has a great percentage of this numbers and we are targeting the same number of clients. The stakes are high—fast-food breakfast sales last year rang up $34.5 billion, with MacDonald’s accounting for one-third of that business, per research firm Technomic. "Breakfast is a very routine purchase," said Allen Adamson, North American chairman at brand consultancy Landor. "Most people get their coffee in the same place; they start their day with a ritual. If you can get them to start their day with you, it's a real strong business because they're coming back every morning."

Compare Change Models

There are three models for change according to the Normandin (1997-2015) website: Lewin's Change Management Model, McKinsey 7-S Model, and Kotter's 8 Step Change Model. Lewin’s follows three steps, unfreeze, transition, and refreeze. Unfreeze helps ease the resistance to change that naturally occurs in people. The transition phase could take quite some time to complete the change. Refreeze establishes the stability after a change is made. In McKinsey's model, there are seven factors that serve as agents of change. They are: shared values, strategy, structure, systems, style, staff, and skills. Kotter's 8 steps are: Increase the urgency for change, Build a team dedicated to change, Create the vision for change, Communicate the need for change, Empower staff with the ability to change, Create short term goals, Stay persistent, and Make the change permanent. Of the three models presented, Lewin’s Change Management Model would work best. After deciding on the changes that need to be made, the policy and menu are distributed to the stores. The staff is trained on how to produce the new menu items and managers are trained on what is expected from the corporate level. The process is a simple and quick transition with little to discuss or argue about in the lower levels. Once the changes are made, the employees will refreeze into the routine with the new process methods in place.

Make a Recommendation for Change Models

Lewin’s basic change model would work best in this situation, by unfreezing, changing and refreezing. Taco Bell can establish enough interest, excitement and motivation for these new ideas and procedures to stick and become a part of their new dynamic. In the step of unfreezing, You reduce those forcing maintaining the organizations behavior, by introducing information that shows discrepancies between behaviors desired by organization members and those behaviors currently exhibited, members can be motivated to engage in change activities. The next step is changing and/or moving, this step shifts the behavior of the organization, department, or individual members to a new level. It involves intervening in the system to develop new behaviors, values, and attitudes through changes in organizational structures and processes. The final step is, refreezing. This step stabilizes the organization at a new state of equilibrium. It is frequently accomplished through the use of supporting mechanisms that reinforce the new organizational state, such as organizational culture, norms, policies, and structures. By using Lewin’s model, we can redirect the company’s culture and norms to instill these new ideas. We are shifting the idea of breakfast, we want our employees and our customers to embrace this new idea and think of us as a place to go for breakfast. We are no longer just tacos and considered a lunch destinations. We now offer more and once our employees embrace the change, our customers will too.

Conclusion
The only thing that is constant in life is change, and change. Customers are demanding more from us, and now we are ready to give it to them. Why will our breakfast menu be successful? Because we are a Taco company and burrito experts, so why not combine that with breakfast to better serve our customers? Sometimes change can be a shocking thing, but we believe that the new breakfast menu will attract more customers to us, and keep our loyal customers coming back. References
Normandin, B. (1997-2015). Three Types of Change Management Models. Retrieved from http://quickbase.intuit.com/blog/2012/08/28/three-types-of-change-management-models/
Taco Bell Tackles Breakfast. (2014). Retrieved December 3, 2015, from http://abcnews.go.com/US/photos/taco-bell-tackles-breakfast
Not Your Parents’ Taco Bell. (2015). Retrieved from https://www.qsrmagazine.com/qsr-50/not- your-parents-taco-bell McDonald's vs. Taco Bell Breakfast War . (2015). Retrieved from http://www.adweek.com/news/advertising-branding/mcdonald-s-vs-taco-bell-breakfast- war-rages-more-brands-join-fight-164650

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