Improving Services at The Venue Restaurant for Conestoga Students Inc.

This report investigates the facilities offered by The Venue restaurant, issues faced by the organization, and opportunities available to improve services for Conestoga students. The report includes a literature review on factors that attract customers to a restaurant and reasons behind issues faced by restaurants. Primary research was conducted by surveying 69 Conestoga students to understand their preferences. The report suggests that The Venue needs to offer non-alcoholic drinks and develop a menu that considers the needs of students to attract more customers and achieve profitability.

PROFESSIONAL WRITING- THE VENUE
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P.O Box 1234
Kitchener, Ontario
August 13, 2018
Lee Beatty
Presidents
Conestoga Students Inc.
Dear Lee Beatty,
The report that is attached with the report is mainly investigating different types of facilities
offered by the venue along with that the issue faced by the organisation and opportunity
available to the organisation.
It has been observed that in the present time the venue restaurant is facing issues because of
the lesser number of customers because the students prefer other restaurants over the
restaurant that is situated on the campus. Along with that, students do not prefer to consume
different drinks and do not like to attend events in their events that are creating colossal
profitability related issues to the organisation. Therefore, I believed that the venue needs to
change their strategy so that they can generate more level of attraction among students than
other restaurants.
Along with conducting primary research, I have also done a literature review on the factors
that can create more level of attraction among customers.
Please let me know if you want to see the answer to any question. You can contact me in
[e-mail]
Yours’ sincerely,
XXX
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Executive summary
In this era of competition, different restaurant business can attract some customers by
offering proper food to the customers as per the need and offering value for money to the
customers. This research conducts active research on the internet for the collection of the
secondary data. For eth collection of the primary data, I have surveyed 69 numbers of
students to understand their point of view regarding the venue restaurants.
From the research, it has been observed that most of the students prefer cheaper but high-
quality food, but most of the students do not prefer to consume an alcoholic drink in the
campus. Along with that, they also do not attend any event in their school; therefore, for
attracting more number of students to the organisation, it is necessary for the company in
offering some non-alcoholic drink, and they need to develop their menu by considering the
need of students so that the restaurant can achieve colossal profitability.
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Table of Contents
Introduction:...............................................................................................................................5
Background:...........................................................................................................................5
Objective:...............................................................................................................................5
Rationale:...............................................................................................................................5
Methodology:.........................................................................................................................5
Research findings:......................................................................................................................5
Literature review:...................................................................................................................6
The opinion of the students:...................................................................................................7
Conclusions:.............................................................................................................................16
Reference list:...........................................................................................................................18
Appendix 1:..............................................................................................................................19
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Introduction:
Background:
The Conestoga students Inc refers to the student's associations in the Conestoga College that
adequately represents the students. It has been observed that every year, the executive
members of CSI are elected from the body of students. Therefore, in that case, the presidents
of the CSI that Lee Beatty is the primary client for this report.
Lee Beatty wants to develop a better service for the students so that he can be re-elected. For
this purposes, Lee Beatty wants that the restaurant and bar that has been opened in the
campus for students named The Venue can offer better drinks, food as well as entertainment
to the students with more efficiencies so that students can be satisfied. A better analysis of the
restaurant and bar can help the restaurant in improving some particular services with the help
of which a better service can be developed in the venue.
Objective:
This report is associated with researching the insight of students regarding The Venue
restaurant along with that it also associated with identifying different types of issues as well
as opportunities to understand how the restaurant can provide better services to students.
Rationale:
Investigating the preferences of the students regarding the restaurant is effectual for the
restaurant to make a better decision regarding the type of the services that can be developed
to improve the facilities for the students.
Methodology:
For the collection of the information to develop this research report, the secondary data has
been collected by conducting active research on the internet and then receiving the data from
the published books, journals as well as a different webpage. On the other hand, for the
collection of the primary data, the researcher has collected the information from 69 students
of Conestoga College by surveying to develop a better understanding regarding the facilities
provided by the restaurant and the issues as well as opportunities that are faced by the
restaurant.
Research findings:
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Literature review:
Different factors that attract customers to a restaurant:
Developing the infrastructure of a restaurant is not the only fact that creates success for the
restaurant, but along with that, different others factors are there that create a better success of
restaurants. Various elements that shape the success of a restaurant are describing below:
Good food is one of the factors that make people more attracted towards a restaurant.
Therefore, a better quality of food needs to be developed to attract customers. Along with
offering quality food, it is also necessary for forming an attractive pricing strategy that can
attract more number of customers (Ramanathan and Ramanathan, 2016). In attracting
customers, offering value for money to the customers is essential for a restaurant to attract
some customers.
For attracting customers towards a restaurant, a restaurant needs to offer the highest level of
discounts that can attract more number of customers. Providing some extra incentives to the
customers is necessary to create a loyal set of customers (Ramanathan and Ramanathan,
2016).
For attracting more number of customers, it is necessary for embracing more significant
events. It has been observed that offering different more significant events always drawn
customers because it can provide them with an extra opportunity to spend time in those
events.
For attracting more number of customers, it is necessary for improving the operation so that it
can help the customers in sometimes saving (Olise et al. 2015). Along with that, arranging
free Wi-Fi for the customers always attracts customers towards any restaurants because it
helps them to complete their necessary tasks’ that are internet based.
For attracting more number of customers, it is necessary for developing a better promotional
strategy to attract more number of customers. At first, it is essential for understanding the
need of customers with the help of a proper audit and then it is necessary for developing
products as per the requirement of the customers. Along with that, it is also required for a
restaurant in developing an interactive social media marketing strategy and offering different
discounts to attract more number of customers.
Reasons behind issues in a restaurant:
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Any restaurant can face a lack of customers if they become unsuccessful in attracting
customers by offering them the food as per their need (Olise et al. 2015). Along with that,
charging a higher pricing strategy from the customers is also one of the fact that can reduce
the number of customers towards the organisation. Along with that, a restaurant may face
issues if they become incapable of developing a better promotional strategy. Along with that,
different home delivery business is killing the restaurant (The Guardian, 2018).
The opinion of the students:
Q1) Eat lunch on campus:
At least once
a day ti mes a2-4
week at least once
a week ti mes per2-3
month At least once
a month ess thanL once a
month
everN
15.94203
33.33333
21.73913
8.695652 7.246377
2.898551
10.14493
Analysis:
From the above table, it can be clearly said that 33.33% students have effectively said that
they lunch on the campus for 2 to 4 times a week. On the other hand, 15.94% students have
said that they lunch at the venue at least once a day. 21.73% students have demonstrated the
fact that they lunch at the restaurant at least once a week. 8.69% students have confirmed the
effect that they eat at the restaurants 2 to 3 times per month. 2.89% students are there who
have described the fact that they lunch on the restaurants less than once a month and 7.24%
students have selected the options of at least once a month.
Q2) Frequency of buying lunch on campus:
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5.797101
30.43478
20.28986
14.49275
11.5942
5.797101
11.5942
Analysis:
From the survey table, 30.43% students have described the fact that the frequency of eating
lunch is 2 to 4 times in a week. The survey has expressed the fact that 20.28% students are
there who have revealed that they eat lunch in the at least once a week. On the other hand,
14.49% students are there who have shown that they buy lunch 2 to 3 times a month. There
are fewer numbers of students who purchase lunch in at least once a day and at least once a
month. Therefore, it can be said that the students do not buy lunch on their campus
frequently, but they are buying lunch from their campus when they feel the importance to buy
the lunch. However, almost every student has to buy lunch from the restaurants.
Q3) Restaurant from which people buy lunch except the “The venue”:
Tim Hortons
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26%
19%
10%
16%
28%
1
2
3
4
5
Subway:
27%
23%
18%
21%
11%
1
2
3
4
5
Cafeteria:
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22%
31%22%
20%
6%
1
2
3
4
5
Student pub-venue:
46%
6%
13%
17%
17%
1
2
3
4
5
Others:
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39%
16%
16%
8%
22%
1
2
3
4
5
Analysis:
From the survey result, it has been observed that 26.08% students are there that provide rank
1 to the Tim Hortons and 18.84% students are there that has provided the rank of 2. On the
other hand, 26.08% students are there that have provided one rank to the Subway, and
21.73% students are there that have provided the 2nd rank to the Subway. On the contrary,
20.98% students have provided the 2nd rank to Cafeteria, and 20.28% students are there who
have provided the 1st rank to Cafeteria. However, it has been observed that 42.02% students
have provided the 1st rank to the student pub-venue, whereas, 5.79% students are there who
have provided the rank of 2. On the other hand, 36.23% students have provided the 1st rank to
the others category. Therefore, it can be said that the performance of student's pub venue is
quite a good than other restaurants so that they have achieved some 1st, but they have a
negligible percentage of 2nd rank which is quite lower than the other restaurant. Therefore, it
is necessary for developing the services for Student pub-venue.
Q4) The fact that has to entice people to eat more:
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Cheaper
food igherH
quality food ealthierH food More
choices etterB
atmosphere/
decor At
least once a
month
ot sureN
53.62319
20.28986
2.898551 7.246377 13.04348
2.898551
Response%
Analysis:
The survey result has clearly described the fact that the factor that has involved people in
eating more is the cheaper food. 53.62% students are there who have voted for the more
affordable food because students generally have weak financial conditions. On the other
hand, 20.28% students have described the fact they mainly consider the quality of food
because lousy quality food always creates some health problems so that students mostly
prefer the high-quality food. On the other hand, 13.04% students are there who have
described that they consider the atmosphere or the decorations for eating food. There is a
decidedly lesser number of people who have demonstrated the fact that they think the
healthier food to eat more. Therefore, it can be said that students are not health conscious.
Q5) People drink alcohol legally:
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1 0
91.30435
4.347826 0 0 0 0
Response%
Analysis:
The survey result has demonstrated the fact that there are 91.3% of respondents who have
said yes to the fact that they are old enough to drink alcohol legally. On the other hand, there
is a very fewer number of students who have opposes the fact. Therefore, it can be said that
the venue needs to keep different types of drinks at their restaurant to offer the students so
that students can get enough supply of drinks.
Q6) Frequency of drinking alcohol:
At least
once a day ti mes a2-4
week at least
once a
week
ti
mes2-3
per month At least
once a
month
ess thanLonce a
month
everN
1.449275 1.449275 1.449275 1.449275 1.449275
7.246377
85.50725
Response%
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Analysis:
The survey table has demonstrated the fact that 85.50% students are there who have
described that they never have drunk alcohol on their campus. On the other hand, there are
7.24% students are there who have expressed that they have drink alcohol on their campus for
less than once a month. There is very less percentage of students who have drink alcohol on
their campus more frequently. Therefore, for attracting students, it is essential for the venue
in keeping varieties of hard drink, but they must limit the quantity so that any unwanted
conditions may not have happened in the college.
Q7) Attending different events in the student pub:
At least
once a day ti mes a2-4
week at least
once a
week
ti
mes2-3
per month At least
once a
month
ess thanL once a
month
everN
5.797101
30.43478
20.28986
14.49275
11.5942
5.797101
11.5942
Response%
Analysis:
The above survey table has shown the fact that 30.43% students have described that they
attend different types of activity on the venue 2 to 4 times a week. On the other hand, 20.28%
students have expressed that they participate in various events in the student pub at least once
a week. Therefore, it can be said that the student pub needs to arrange some music events to
attract some students. There is a decidedly lesser number of students that is 14.49% students
who have described that they attend music events 2 to 3 times in a month and there are
11.59% students are there who explained that they attend events in at least once in a month.
Therefore, it can be said that the student pub needs to arrange music events more frequently.
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Q8) Frequency to attend different events on the campus:
everN Rarely ccasionallyO Regularly Always AN/
15.94203
31.88406
43.47826
5.797101
2.898551
0
Response%
Analysis:
The survey result has described the fact there are 43.47% students are there who have
occasionally participated in the events. 31.88% students have said that they rarely engage in
different types of events on the campus, whereas, there are 15.94% students are there who
said that they have never attended events on the campus so that the student pub need to
arrange students to entertain the students. There are decidedly fewer percentage of students
who always attend the event on the campus.
Q9) Factors that make students go to events:
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ive musicL
Cheaper drinks
Disc ockey DJ ( J)
etterB
atmosphere/
decor
therO
50.72464
33.33333
21.73913
27.53623
30.43478
Response%
Analysis:
The survey result has shown the facts that there are 50.72% students are there who have
stated that they love live music that makes them attend any event. On the other hand, 33.33%
students have indicated that they attend events if they get cheaper drinks from the organiser
of events. Some people also think that the current atmosphere is also important to participate
in an event. Therefore, for improving the offering, it is necessary for the student pub in
offering better live music opportunity to students to make them attracted.
Conclusions:
From the above discussion, it can be said that different students eat more frequently from a
restaurant if they get the cheaper food so that to attract some students, it is necessary for
offering food at a lesser price. However, to attract students, only less expensive food is not
sufficient, but the higher quality food is also necessary. For drawing more students to the pub,
it is essential in offering hard drinks, but they must sell it in limited quality. Along with that,
to bring some students to the pub, it is necessary to arrange different types of events in the
restaurant so that it can provide more entertainment facilities to the students and attract them
towards the restaurants. Therefore, attracting more number of students, the restaurant needs
to develop events that include live music. Along with that, the organisation needs to build
menu as per students' choice, and they need to offer a valid value for money to the customers.
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Along with that, the venue requires to provide good quality non-alcoholic beverage to attract
some customers.
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Reference list:
Olise, M.C., Okoli, M.I. and Ekeke, J.N., 2015. Factors influencing customers patronage of
fast food restaurants. International Journal of Economics, Commerce and
Management, 3(11), pp.686-701.
Ramanathan, R., Di, Y. and Ramanathan, U., 2016. Moderating roles of customer
characteristics on the link between service factors and satisfaction in a buffet
restaurant. Benchmarking: An International Journal, 23(2), pp.469-486.
The Guardian. (2018). Will home delivery kill the restaurant trade?. [online] Available at
https://www.theguardian.com/lifeandstyle/2016/jun/17/will-home-delivery-kill-the-
restaurant-trade [Accessed 13 Aug. 2018].
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Appendix 1:
Q1)
Options Response% Response Total respondents
At least once a day 15.94203 11 69
2-4 times a week 33.33333 23 69
at least once a week 21.73913 15 69
2-3 times per month 8.695652 6 69
At least once a month 7.246377 5 69
Less than once a month 2.898551 2 69
Never 10.14493 7 69
Q2)
Options Response% Response Total respondents
At least once a day 5.797101 4 69
2-4 times a week 30.43478 21 69
at least once a week 20.28986 14 69
2-3 times per month 14.49275 10 69
At least once a month 11.5942 8 69
Less than once a month 5.797101 4 69
Never 11.5942 8 69
Q3)
Options Response% Response Total respondents
1 26.08696 18 69
2 18.84058 13 69
3 10.14493 7 69
4 15.94203 11 69
5 27.53623 19 69
Options Response% Response Total respondents
1 26.08696 18 69
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2 21.73913 15 69
3 17.3913 12 69
4 20.28986 14 69
5 10.14493 7 69
Options Response% Response Total respondents
1 20.28986 14 69
2 28.98551 20 69
3 20.28986 14 69
4 18.84058 13 69
5 5.797101 4 69
Options Response% Response Total respondents
1 42.02899 29 69
2 5.797101 4 69
3 11.5942 8 69
4 15.94203 11 69
5 15.94203 11 69
Options Response% Response Total respondents
1 36.23188 25 69
2 14.49275 10 69
3 14.49275 10 69
4 7.246377 5 69
5 20.28986 14 69
Q4)
Options Response% Response Total respondents
Cheaper food 53.62319 37 69
Higher quality food 20.28986 27 69
Healthier food 2.898551 32 69
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More choices 7.246377 35 69
Better
atmosphere/decor 13.04348
9 69
Not sure 2.898551 12 69
Q5)
Options Response% Response Total respondents
True 91.30435 63 69
False 4.347826 3 69
Q6)
Options Response% Response Total respondents
At least once a day 1.449275 1 69
2-4 times a week 1.449275 1 69
at least once a week 1.449275 1 69
2-3 times per month 1.449275 1 69
At least once a month 1.449275 1 69
Less than once a month 7.246377 5 69
Never 85.50725 59 69
Q7)
Options Response% Response Total respondents
At least once a day 5.797101 4 69
2-4 times a week 30.43478 21 69
at least once a week 20.28986 14 69
2-3 times per month 14.49275 10 69
At least once a month 11.5942 8 69
Less than once a month 5.797101 4 69
Never 11.5942 8 69
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Q8)
Options Response% Response Total respondents
Never 15.94203 11 69
Rarely 31.88406 22 69
Occasionally 43.47826 30 69
Regularly 5.797101 4 69
Always 2.898551 2 69
N/A 0 0 69
Q9)
Options Response% Response Total respondents
Live music 50.72464 35 69
Cheaper drinks 33.33333 23 69
Disc Jockey (DJ) 7.246377 5 69
Better
atmosphere/decor 5.797101
4 69
Other 2.898551 2 69
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