Food and Beverages in Hospitality Sector- Research
Added on 2020-02-03
11 Pages3284 Words102 Views
Food and Beverages 1
Table of ContentsINTRODUCTION ...............................................................................................................................3Strengths and weaknesses of The Ledbury and Restaurant Gordon Ramsay..................................3MACRO ENVIRONMENT ................................................................................................................5Pestle analysis..................................................................................................................................5Suggesting for improvement of business.............................................................................................6CONCLUSION....................................................................................................................................7References............................................................................................................................................8APPENDIX........................................................................................................................................102
INTRODUCTION The following research is based on food and beverages and to understand its importance inhospitality sector, two restaurants The Ledbury and Restaurant Gordon Ramsay are taking into theconsideration. These both organization are dealing in hospitality sector and also offer food andbeverages in UK. Objectives that will cover under the study are effectiveness of operationalplanning in hospitality unit, recommendations for developing performance indicators, evaluation ofimportance of marketing, sales and promotion in relation to food and beverages management. Alongwith this, SWOT and PESTEL analysis tools will also use to assess the internal and externalenvironment where both The Ledbury and Restaurant Gordon Ramsay are operating their business. Strengths and weaknesses of The Ledbury and Restaurant Gordon RamsayIn the case of The Ledbury and Restaurant Gordon Ramsay restaurants, SWOT analysishelps in provides information that can be use to match the organization capabilities and resourceswith the competitive environment. But, before analysis, a checklist has to be prepare which includemenus, resources, promotions techniques, staffing and merchandising. The develop list helps inseparating the strengths and weaknesses of both the organizations. It becomes easy to compare thefood and beverages services as well as other operations. The evaluation of different operations ofboth The Ledbury and Restaurant Gordon Ramsay restaurants are as follows. Menus:The Ledbury restaurant has opened in 2005 in London which has operated by young andenergetic team of different chef's and other staff members. Dining style of this restaurant is CasualElegant and cuisines are in nature of contemporary European. It has offered lunch and dinnerservices to the customers. Menu of The Ledbury has divided into different segments: tasting, lunch,set lunch, vegetarian tasting and dinner. Along with this, the pre dessert menu of restaurant isBrown Sugar Tart and Stem Ginger Ice Cream (About The Ledbury. 2016). On the other hand,Restaurant Gordon Ramsay has offered elegant and unsurpassed modern French cuisine by usingdifferent kinds of ingredients. The dining style of this restaurant is fine dining and characteristic ofits cuisines is contemporary French. Menu of Restaurant Gordon Ramsay has divided into differentsegment: A La Carte, Lunch Menu, Prestige Menu, Seasonal inspiration, vegetarian menu, dessertand wine. Along with this, the various kinds of starters and main courses have also offered byrestaurant to its customers (About Restaurant Gordon Ramsay. 2016). Although, the quality of thefood and drinks of both The Ledbury and Restaurant Gordon Ramsay restaurants are good inquality and give excellent experiences to the customers. The menus of the both restaurants aredifferent in nature and they are offering huge number of diversified food and beverages products.Staffing:The Ledbury has hire the new employees by posting the job descriptions on various3
information sources such as company website, job portals, newspapers etc. For each and everyposition, HR department of restaurant has created a complete job description. At the time of staffingof new applicants, The Ledbury ensure that it hires skilled persons so that quality of services shouldbe maintain. Along with this, the dress code for the staff members are smart casual. The reasonmention dress code is maintain the equality between the employees at the workplace (Ashe-Edmunds, 2016). On the other side, Restaurant Gordon Ramsay restaurant has outsource its staffingactivity because organization wants to focus on its core competencies. The entire process ofrecruiting and selection of new applicants has done by other company. HR department of RestaurantGordon Ramsay has manage different activities related to employee management such as payrolls,salaries, insurance, basic details of the staff members etc (Ashe-Edmunds, 2016). The dress code forthe employees are jacket where they can carried any dress style.Merchandising: The best way to make money in restaurant is to sell as much as merchandise as itpossible with high possible margins. Restaurant Gordon Ramsay and The Ledbury restaurants aretwo organization which are operating business based on this method (Rieple and Singh, 2010). TheLedbury has use window displays techniques for marketing for its food and beverages. Here,restaurant has display its some special food products according to the seasons in the windows indifferent equipments (Marrs, 2015). On the other hand, Restaurant Gordon Ramsay has useddestination merchandise method for market its food and beverages services in the target market.Under this, there are various kinds of food and beverages menus for the customers which are specialand unique in the nature. The taste and flavours of food products give excellent experiences to theusers (The 6 Types of Merchandise Your Retail Store Must Carry. 2015). Promotions:The Ledbury has used different types of promotional techniques to promote its brandas well as services in the target customers. In this context, restaurant has posted the new upcomingevents in the organization, customer reviews on its services, launching of new food or beverages etcon different social media (Svastisalee and et. al., 2011). It has helped restaurant to developed andmaintain good public relationship with the consumers. Along with this, by organizing the contests inthe restaurant, The Ledbury has promoted its services. In this, end users no need to buy the food orservices. By conducting the different contest on various occasions or on monthly basis, it has easyto bring the attention of the customers (Hose, 2016). On another side, Restaurant Gordon Ramsayhas taken the help of different types of advertisement methods for promoting the food andbeverages services. It has convey the important information to end users and increased the customertraffic (Troy, 2012). Note: SWOT analysis of both The Ledbury and Restaurant Gordon Ramsay restaurants inAppendix4
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