Table of Contents INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 1. Creativity & synthesis of Food & Beverage services and food production......................3 2. Roles & Responsibilities of manager of restaurant in Food & Beverage industry..........4 3. Factors that affect on Menu Pricing in Food and Beverage Industry................................5 4. Examine and Identify Menu planning considerations & constraints within Food & Beverage activities.................................................................................................................................7 CONCLUSION................................................................................................................................9 REFERENCES..............................................................................................................................10 Books&Journals...................................................................................................................10
INTRODUCTION Hospitality management is the process of managing all the things related to the services. It includes hotel administration, travel & tourism, hotel management and so on. It is also termed as specialised and qualified person who has the knowledge about all the activities or who can coordinate & handle the operations of hotel. It includes reception, laundry, room services, room departments, food services, concierge and many more(Alhelalat, 2015). To fulfil such operations theskillswhichisrequirearecommunicationskill,leadershipskill,negotiationskill, motivational skills etc. In present report, Hilton Hotel is chosen as a base company. It is a multinational company that deal;s in hotel and resort services. The company have more than 589 hotels globally and operated in more than 90 countries. Hilton Hotel founded by Conrad Hilton in year 1919 and its headquarter in Virginia, United States. In this report, the responsibilities and duties of manager of Hotel will be discuss. Different creativity in the food production process used by hotels in order to attract and increase customer base. Later, it covers those factors that impacts the menu pricing are analysed in order to low down prices and brings creativity in the market. MAIN BODY 1. Creativity & synthesis of Food & Beverage services and food production. The activity of making food that is converting the raw materials of food into a dish or eatable food is term as Food production system. Nowadays, Hotel prepare food for customers by considering their taste, needs, and requirements so that they can satisfy the customers and gain high profits. The process of displayingfood by hotels,food stalls, restaurants is known as Food & beverage service system. It involves veg food, non-veg, soft drinks, alcohol and many more. In today's world, people prefer and choose those restaurant which provides creative and attractive food. This helps hotels in making good market position and survive in the market for longer period. In order to compete with rivals, it is necessary for companies to give unique and different services to customers(Ali, Murphy and Nadkarni, 2014). In context to Hilton Hotel, they serve food to customers in 3D style so that customers get attracted towards it and find it unique. The other strategy that managers adopt is that they offer solo packs of food for families in which they can pack food as per the generation of members. This strategy attracts large audiences and most families prefer this Hotel. In addition to this, they provide theme food packing on the birthdays,
anniversary and parties. This assist managers in gaining trust of customer and remain them loyal towards the services for long time frame. By this innovative way, the market position of Hotel is build up and gains the leading position in food industry. Hilton Hotel also serve its signature Dish to first 20 customers in free of cost on occasions such as Christmas, New year. The curiosityofcustomersgetincreasedandtheyprefertousetheirservicesonlywhich automatically raises the level of sales as well as revenue.With this, the market share of the company increases which in turn increases profitability(Bharwani and Jauhari, 2017). The other unique strategy that food managers of Hilton Hotel uses is they provide live food services on which customer can see their food while preparing by Chef's. This create a positive mindset of customer in terms of hygiene and the products which is used by hotel. This transparency builds trust on the services of hotel and thus gain customer loyalty. In addition this, effective offers and strategies assist hotel company to build good reputation in market and increase their sales level. Types of services in Hotels: English service:Herein, the food is served on large bowls as well as on platters and then serve by waiters to the customers. The servers are not too skilled as this service is easy to provide to customers by restaurants and Hotels. Snack bar Service:In this type of service, the customer can give order from display counter directly. Snack bar service is mostly adopted by Pubs & Bars. Herein, a large size of table is placed which help guests to order food and consume it at that place or on the counter. Silver plate:The food which is serve to customers is on silverware that is food is served in cutlery which is made of silver. Special or luxury restaurants uses this as it needs high maintenance cost and investment. Cart Service:Herein, the food is brought by waiters on trolley. The trolley consist of portable heating which flamed or cooked the food easily. It develops high customer satisfaction because the dish is flamed, prepared in front of their eyes. Table Service:The customers can choose the food items from the offerings or menu give by hotel staff on their tables. The staff members assign the table according to the number & size of persons. Moreover, the customers has greeted with warm welcome or through an eye contact. Single Point Service:At this kind of service, the amount is paid by customer of their food on the counter and also the food is receive by them from that same counter. Drive through, Takeaways are such an example of single point service.
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Buffet Service:In this type of service, the food is displayed on counters and the guests can pick it with their own. The layout of Buffet is decided as per the number of guests coming in the party. In addition to this, the staff of Hotel considers to fill the container consistently. 2. Roles & Responsibilities of manager of restaurant in Food & Beverage industry. The main role of everyrestaurant manageris to coordinate, control ans monitor all the operations that takes place by the employees of Hotel at workplace. The manger of the restaurant also have the responsibility to check the quality of food and services given to the customers. With this, training of workforce, developing menu, marketing of Hotel is also the role of a restaurant manager. Hotel can develop & grow in the market when manager performs their roles aswellasfunctioneffectivelyandinanappropriatemanner.Belowaretheroles& responsibilities that is follow by restaurant manager with relation to Hilton Hotel: Solving & Handling Customer Queries:The primary role of restaurant manager is to solve the issues of customers effectively in order to engage customer and create positive mindset. In context to Hilton hotel, the restaurant manger solve the queries of customer on priority basis. With this, customers feel valuable & precious and stay remain towards its services. It also creates positive brand image which is beneficial for the company as their sales ratio as well as revenue increases. In addition to this, it assist hotel to improve their services and satisfy customers which in turns generate high profits for the company. It also maintains the standard in the eyes of public and they prefer to consume the services of Hilton hotel(Cetin and Dincer, 2014). Keeping & Maintaining records:It is the duty of restaurant manger to keep the record of its employees who is working in Hotel. Maintaining ofrecords helps companies to analyse the performance of employees. With reference to Hilton hotel, the restaurant manager keep the data of every employee on a software so that they can easily check the information whenever needed. These data also assist them to check the background of employees so that they can fulfil the basic needs of its workforce. The salary, remuneration, incentives & bonus is also depend on this data. if the data is not maintained by the restaurant manager, the financial loss occur due to which the profitability also decreases(Gibson and Parkman, 2018). So it is important for every manager to keep information in order to reduce issues and problems. Quality Food:The first and foremost role of restaurant manager is to provide high quality of food and services to its customers. As most of the people like to visit those hotels which give quality service and food. In context to Hilton Hotel, the manager always ensure and
check food before serving to customer so that their customers will be happy and satisfied after consuming food. It builds positivity in the mind of customers and then they turn into the loyal ones which raises the sales level of company. In addition to this, the Hotel gain competitive advantage at marketplace and gains a good market position. This attains restaurant manager to contribute towards the success and growth of hotel and remains in the company for longer period. Serving quality food also build positive word of mouth by its customers to their colleagues, friends or family which in turn improve sales and image of the company. Dinning and Ambience:In order to survive and remains competitive in the market, the ambience and dining of hotel is good and attractive. It will assist in gaining positive as well as productive outcome. With reference to Hilton Hotel, the restaurant manager hires a staff who maintain cleanliness in hotel, who decorates the hotel as per the occasions or theme. The managers emphasise on customer service so that their needs and taste can be fulfilled. With this, the feedback from customers is also taken and considered in order to improve their services. The restaurant manager also focuses that the expectations of its customers fulfil and they feel comfortable as well as enjoy the food. As it raise the sale & market position of the Hotel. Recruiting & supervising staff members:To hire the best staff for the workplace is the foremost responsibility of a restaurant manager. As the quality service and the food which is delivered to customer is wholly depend on the staff members of a restaurant. In context to Hilton Hotel, the higher authorities takes only those employees for the Hotel who can effectively perform their duties which is assigned to them. In addition to this, they also conducts formal meetings on continuous basis in order to superviseas well as guide the staff members so that activities is performed properly which leads to enhancement of its sales & profitability. From the above mentioned roles and responsibilities, it has been sated that restaurant manager plays a very crucial part in growth and success of Hotel in the market. If these duties are not fulfilled by manager of restaurant it will decline both the profitability and productivity as well(Gummesson, 2014). 3. Factors that affect on Menu Pricing in Food and Beverage Industry. The main factor that plays very important role in Hotel is Menu pricing, as the sales of hotel is depend on the price that it is charged from customers. The managers concerned four methodswhilesettingpricingmenuoftheirservices.Itinvolvescompetitorspricing, profitability ratio, demand in market, cost method. All these factors are properly analysed by the
managers and then they decide the menu price as considering to competitors. The footfall in Hotel or the sales of hotel totally depends on the menu pricing. The quantity, ambience, services, structure, taste and many more factors directly affect the menu pricing. The menu pricing is also changed as per the location from where it operates and give services to customers as different country has different culture, income level and social class. There are various elements that affect menu pricing is discuss below in context to Hotel Hilton: Transportation cost-The cost occur in receiving the delivery of raw materials directly affects the menu pricing. Nowadays, the price of fuel & gas increases which directly affects and increases the transportation cost of the company(Gursoy, 2018). Increasing in transportation cost means increase in menu pricing and vice -versa. With reference to Hilton Hotel, the managers increase the price of their food and services due to increase in transportation cost or increase in the price of petrol. This affects the sales of Hotel as it declines due to high prices. Labour cost:The price that labour chargesin providing raw material to the company automatically affects the menu pricing. In producing or cultivating the crops and food, people such as farmers, retailers, packers and processors work day and night. In worldwide, there are lot of job opportunities for this people and thus they have the power to charge as per their needs or requirements. It the amount given to labour is increases, it automatically increases the food price that restaurant or hotel is charged from customers. If there is lack of scarce resources or crops then automatically farmers charge high prices which in turn uplift the price of menu. In context to Hilton Hotel, the upper level authorities considered all these factors before deciding the menu or service pricing. As the level of customer base totally depends on menu pricing. Sometimes people switch to other brands when they find their competitors charge less price as compare to them. This will decline the profitability and market image of the company(Pirani and Arafat, 2016). Disease/pests-The another major element that is taken into consideration while setting menu pricing in Hotels or in food & beverage industry. The pests occurred while cultivating and producing seeds or cropsdirectly affect the pricing of raw material which in turn affect the menu pricing. Scarce in the crops as well as resources which is using in making food automatically rises the price of food and services which is offered by Hotel to its customers. In context to Hilton Hotel, the manager of the company rises the prices because of lack of resources. As it affect thepurchasing power of customers because it is not easy for those
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customers who belong to middle class or low to consume their services. Therefore, market share and customer loyalty declines of Hilton Hotel. Temperature/Climate-The menu pricing is also depends on climate or on weather. Food & beverages is getting prepared by the help of quality and cultivated seeds. Therefore, it is significant that crops should be placed according to the temperature(Sloan, Legrand and Simons- Kaufmann, 2014). Crops should not too dry,too wet, too cold because it directly affects in the taste of food. So it is very crucial that raw materials, crops and seeds must be grown at normal temperature. As wastage of crops directly affects the menu pricing because the provider charges high amount from the Hotel. In context to Hilton Hotel, they finalize the menu pricing after checking the availabilityof raw food which is going to use in preparing the food. The crop if cultivated in normal temperature develops great taste in food which is beneficial for hotels as their taste is prefer by customers which automatically increases its sales. In addition to this, the amount that Hotel charges is affordable and nominal which is prefer b6y every class of customers and they enjoy food or services. Product cost:This cost involves variable cost, selling & distribution cost, semi variable cost and so on. It is important for an Hotel to consider all these cost before deciding the price which they charge from its customer or the menu pricing. In relation to Hilton Hotel, the company have high advertising cost, labour cost, distribution cost and many more. The managers of Hotel decides the price of menu after considering all these factors so that they can gain profits and raise their market share. Other-TheotherfactorswhichimpactthemenupricingofHotelsareeconomic conditions, political factors, societies, new technologies, customer trends and many more. With this, the exchange rate, tax rate custom duty also affect menu pricing. If the tax charge by government is high then menu pricing is automatically high or vice-versa. With reference to Hilton Hotel, the company operates in more than 87 countries globally and affected by many factors such as tax rate, labour cost, import & export rate, exchange rate and so on. The manager of the company uses innovative & modern techniques so that they can reduce labour cost and earn profits. The company follows different strategies with an aim to reduce the prices and attract large number of audiences. In addition to this, it assist them to fight against their rivals and achieve good market position(Stalcup, Deale and Todd, 2014).
4.Examine and Identify Menu planning considerations & constraints within Food & Beverage activities. The process of setting the time as well as type of food offer to customer is term as menu planning. The manager should considered the time before offering menu to customer as it is different in morning, in day or in evening. In addition to this, it is also considered that nutrients is served in the plate diet by the Hotel. In order to save money, promote healthier options, serving fresh food and more the panning of menu is important.In order to provide good services, the menu should include variety, quality, adequacy, nutritional value, calorie control etc. By the help of these factors, a hotel can serve effective menu on the table of its customers. With this, a hotel can increase sale and attract large number of audiences at a time. In relation to Hilton Hotel, it is important for upper level authorities to to make effective menu planning so that they can easily manage their finance. The menu which is offered to family consist of nutrients and proteins than only they prefer to eat food. In order to enhance the customerbase, the companytriesto offer mealstoindividualsin order topfulfiltheir psychological needs. It will help company to retain customer for long time as well as gain customer loyalty(Van der Wagen and Goonetilleke, 2015). With this, the company set its standard in the eye of customer which help them in gaining competitive edge at marketplace. The menu planning constraints and considerations are discussed below in relation to Hilton Hotel: Location-The place where the food is offered matters at the time of menu planning. If the restaurant location is in posh area and are surrounded by other restaurants, then they have to charge price as per their competitors. Charging high price decline sales and customers might switch to other services whereas charging low price puts question mark on the quality they offer to customers. With reference to Hilton Hotel, it is situated nearby corporate area where they can give catering services and increases their sales. The managers also considered that they provide creative and attractive service in the area as compare to rivals so that large number of audiences reach their Hotel. Customer Type-The type of customer using the services always matters. It is the main constraint that managers of Hilton Hotel face while planning about the menu for events, hotel and catering. The managers identify the type of population visit Hotel and the food which they demand as well as prefer most. They also analyse that if they brings new dishes in events and Hotel who are their customers and what they charge from them. As, it is a time consuming and
cost effective way which affect menu charges effectively(Vong, 2017). If the price charge by Hilton Hotel as per the type and taste of customer, it automatically increase its sales and profitability. Availability of Food- The menu pricing is also based upon the availability of food. As many hotels easily provide unseasonal food on demand of their customers in order to gain customer loyalty. But the price charge by them is high which directly increases profitability. The hotels can also build it as a benchmark which attracts a lot of customers at marketplace. In context to Hotel Hilton, they have big cold storages that allows to store food for longer period of time. The Hotel easily provide different foods to its customers and gain competitive advantage. With this, they turn their customers into the loyal ones. Available Equipments & size of Kitchen:In order to do Menu planning , it is important to consider thatequipments are available or not to serve and make food. Hence, it plays a very important role in serving creative and quality food to customers. The food menu is designed by considering the size of kitchen or at a time how many chefs can prepare food(Bharwani and Jauhari, 2017). With this, the equipments is also checked so that events and catering services take place easily. With reference to Hilton Hotel, the tools and equipments that they use in making and serving food is modern as well as designer which attracts customers. The space of Kitchen is also big as they are easily make dishes for customers quickly and no chaos is created. Therefore, checking the equipments and space of kitchen is important for Hotel to provide quick and effective service to customer. Types of Menu planning: Wine Menu:Most ofthe Hotels offer separate wine as well as beverage menu to its customers. The menu consist of Teas, Cocktails, Wines, Coffee and so on. Static Menu:The items of this menu offered same in the whole Year. For instance, Pizza Hut offers standard menu and toppings to its customers. A la Carte Menu:In this menu, the customer has more choices to select and the price of eateries mentioned separately in the menu. The quality of food is high and is expensive in nature. Day Menu:This menu offers day dish that is a special dish is offered to the customers as per the seasonal items. Mostly, these dishes are given to guests at discount price.
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Dessert Menu:This menu is offered to customers after they finished with eating the food. It consist of basically sweets, ice creams and the special desert which hotel offers. Most of the restaurant offers this menu separately from the food menu. Prix Fix Menu:This menu consist of fixed price and offers multiple choices in each course. This menus are basically used for special ceremonies or occasion that is on Christmas, Easter and so on. The price is not depend on what an individual choose, each and every customer charged with the set standard price. CONCLUSION After study the above report, it has been concluded that various strategies and offers is used by Hotels in order to remain competitive and gain success at marketplace. The Hotel managers plays crucial role in providing effective services to customers and managing all the activities of Hotel. With this, they assist company in handling customer issues or problems. Factors such as transportation cost, labour cost, economic conditions, technologies, climate, market trends and many more affect the menu pricing. As Hotels analyse this factors properly so that they can offer best price and good quality to customers. The upper level authorities considers factors like location, equipment facilities, type of customer, raw material availability while examining menu pricing. In addition to this, the brand image of Hotel improves in the market which increases the number of population visits at Hotel. Thus, the sales as well as profitability increases of the company.
REFERENCES Books&Journals Alhelalat, J. A., 2015. Hospitality and non-hospitality graduate skills between education and industry.Journal of Business Studies Quarterly.6(4). p.46. Ali, A., Murphy, H. C. and Nadkarni, S., 2014. Hospitality students’ perceptions of digital tools for learning and sustainable development.Journal of Hospitality, Leisure, Sport & Tourism Education.15.pp.1-10. Bharwani, S. and Jauhari, V., 2017. An exploratory study of competencies required to cocreate memorable customer experiences in the hospitality industry. InHospitality Marketing and Consumer Behavior(pp. 159-185). Apple Academic Press. Cetin, G. and Dincer, F. I., 2014. Influence of customer experience on loyalty and word-of- mouth in hospitality operations.Anatolia.25(2). pp.181-194. Gibson, P. and Parkman, R., 2018.Cruise operations management: Hospitality perspectives. Routledge. Gummesson, E., 2014. Productivity, quality and relationship marketing in service operations: A revisit in a new service paradigm.International Journal of Contemporary Hospitality Management.26(5). pp.656-662. Gursoy,D.,2018.Futureofhospitalitymarketingandmanagementresearch.Tourism management perspectives.25.pp.185-188. Pirani, S. I. and Arafat, H. A., 2016. Reduction of food waste generation in the hospitality industry.Journal of Cleaner Production.132.pp.129-145. Sloan, P., Legrand, W. and Simons-Kaufmann, C., 2014. A survey of social entrepreneurial community-based hospitality and tourism initiatives in developing economies: A new business approach for industry.Worldwide Hospitality and Tourism Themes.6(1). pp.51- 61. Stalcup, L. D., Deale, C. S. and Todd, S. Y., 2014. Human resources practices for environmental sustainability in lodging operations.Journal of Human Resources in Hospitality & Tourism.13(4). pp.389-404. VanderWagen,L.andGoonetilleke,A.,2015.Hospitalitymanagement,strategyand operations. Pearson Higher Education AU. Vong,F.,2017.Relevanceofacademicresearchtohospitalitypractitioners.Journalof Hospitality & Tourism Education.29(3). pp.116-128.