Benchmarking leagility in mass services The case of a fast food restaurant chains in Iran Fariborz Rahimnia Management Department, Faculty of Economics and Adminstrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran Mahdi Moghadasian Management Department, Ferdowsi University of Mashhad, Mashhad, Iran, and Pavel Costka Management Department, University of Canterbury, Christchurch, New Zealand Abstract Purpose – The purpose of this paper is to investigate and highlight that the application of leagility can be possible in mass services as one type of services. Design/methodology/approach – This paper describes a case study and considers the concept of the leagility in a mass service organization. By highlighting some of the characteristics of mass services, it examines whether or not this concept can be applicable in the context of mass services. Findings – Despite the low customization in mass services, fast food restaurants have faced changing needs of the customers. To respond to these demands, the case study organization can adopt new strategies so that it could be able to serve the customer with short lead times, low costs and high variety. Research limitations/implications – This paper considers leagility in a single mass service. Hence, in order to provide robust results in this type of services, more cases should be studied. It is also necessary to study leagility in other types of services that is, professional services and service shops. Originality/value – Despite the importance of mass services in today’s life, research have focused on the application of operations management’s concepts in manufacturing sector. This paper has proposed the possibility of applying the leagility concept in a case study organization to show that mass services can benefit from the advantages of both lean and agile paradigms. Keywords Agile production, Lean production, Mass production, Middle East Paper type Case study 1. Introduction The present business world characterized by volatile and changing demand progressively influences everything around business companies. In this situation supply chains are not an exception. Since industrial revolution in eighteenth century, The current issue and full text archive of this journal is available at www.emeraldinsight.com/1463-5771.htm The authors are thankful to the Editor and anonymous reviewers for their helpful comments and suggestions to improve the earlier version of this paper. Benchmarking leagility in mass services 799 Benchmarking: An International Journal Vol. 16 No. 6, 2009 pp. 799-816 q Emerald Group Publishing Limited 1463-5771 DOI 10.1108/14635770911000123