Understanding the success of a deaf-funder’s restaurant between food and empathy’s appeal: The case of 1001 signes

Deaf from birth and of Moroccan origin, Sid Mouar has been a successful restaurant owner for 8 years. His restaurant specializes in serving Moroccan cuisine and employs individuals with disabilities. The ordering process utilizes sign language for communication. This case study delves into the reasons behind the restaurant’s success by examining the story of the deaf entrepreneur with a disability and by identifying all the service attributes mentioned in customer feedback. By utilizing the tetraclass model, the impact of each service attribute on customer satisfaction and dissatisfaction is evaluated. This analysis offers insights into what aspects are fundamental, crucial, additional, or secondary in terms of customer satisfaction, thus contributing to an understanding of the restaurant’s achievement. The case also delves into topics related to service quality, customer satisfaction, competitive advantages, promotional elements, and the restaurant’s future adaptations to remain competitive.