(PDF) Nightclubs and bars: What do customers really want?

Dissertation
Design, development and opening of a nightclub in the same
building with a restaurant, using a case example of
DSTRKT Restaurant
Investigation into how designing and combining
nightclub with restuarant in same location can increase
sales and cutomer retention. Example from DSTRKT
Restaurant London
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Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................4
Overview of research..............................................................................................................4
Significance of study..............................................................................................................5
Research aim..........................................................................................................................5
Research Objectives...............................................................................................................5
Research Questions................................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
Concept of designing good food and ambience ....................................................................6
Benefits and drawbacks of having a restaurant in a nightclub...............................................8
Challenges and issues faced while introducing restaurant in a nightclub..............................9
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
Types of investigation..........................................................................................................11
Research Philosophy............................................................................................................11
Research Approach...............................................................................................................12
Research Strategy.................................................................................................................12
Research Choice...................................................................................................................13
Research design....................................................................................................................14
Data collection......................................................................................................................14
Data analysis.........................................................................................................................15
Sampling...............................................................................................................................15
Access and Ethics.................................................................................................................16
Time frame...........................................................................................................................16
CHAPTER 4: DATA ANALYSIS................................................................................................16
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................27
Conclusion............................................................................................................................27
Recommendation..................................................................................................................28
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Reflection.............................................................................................................................29
REFERENCES..............................................................................................................................30
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CHAPTER 1: INTRODUCTION
Overview of research
In every restaurant, an organisation always focus on providing best hospitality industry
services and facilities to their customers. They are design attractive, unique and different
structure of restaurant which are offer variety of food services or items to the guests. In current
time period, they are mainly selling alcohol and food in order to satisfy needs or wants of
customer. This will help them in feeling relax and stress- free by having restaurant in nightclub.
Designing good food is one of the appropriate way for developing brand which attract large
number of customers (Chadha and Wells, 2016). Ambience is another word for atmosphere in
the sense of mood a place. If an expensive restaurant has soft lighting and peaceful music so it
has pleasant, soothing ambience which attract customers. There are various qualities help
customers for enjoy their food and meals about their visit in the restaurant. It will help in
increasing competition and cover whole market by branding. The brand personality is inform
about various designing decisions that are helpful in making attractive, unique and different
places. The restaurant owner mainly focus on ambience, environment and charter where they are
organise and arrange seat for their customers. However, restaurant in a nightclub assist in fulfil
all needs and demand of customers who come for enjoy their day. It is an effective concept of
restaurant in a nightclub helps in offering variety of food and services to their desired guests.
This will assist in analysing and examining restaurant which can used for attracting number of
guest who are come for enjoy the day.
The research is based on DSRKT restaurant and bar which is located in Rupert Street in
London, United Kingdom. This restaurant work on having an idea about restaurant in night club
that will fulfil all needs and requirements of customers in better manner. The main purpose of
this research project is to describe aim and objectives which help them in completing whole
research report. Literature review is useful in analysing different authors and scholars views
regarding specific topic (Schelly, 2015). Along with this, data analysis is used for taken various
respondents response and opinions regarding company goods and services. This will assist in
examining and analysing whole research and its response towards firm income and profitability
level. In this, conclusion can be analysed on the basis of research and investigation of specific
topic in order to get accurate results or outcomes.
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Significance of study
The importance of this research is to understand the idea of having restaurant in a
nightclub in which they are analyse customers opinion and thoughts. It is essential for restaurant
owner is to develop effective and innovative services to the customers. This will assist in
analysing future plans which help them in reaching with desired customers. Along with this, it is
essential for researcher is to identify various ways through which they are attract large number of
guest towards new restaurant (Bunn, 2016). It is useful concept which satisfying all guest
requirement and needs in order to deliver them demanding goods and items. This is helpful in
analysing whole area where they can easily establishing restaurant in order to gain attention of
large number of customers.
Research aim and objectives
It is determined as one of the important part of investigation project because there is not
any aim where direction are proceeded and it is conducted (Hatchett and et. al., 2015). This is
mainly describes an issue which is faced by company and this is possible solution so that this
will help in easily reach with high growth and profitability in effective way.
Aims and objectives: “To investigate the idea of having a restaurant in a nightclub”.
 Look into how good food and ambience could sustain customers for longer period at
restaurant to get them into night club
 To identify the benefits and drawbacks of having a restaurant in a nightclub.
 To analyse major challenges and issues faced while introducing restaurant in a nightclub.
 To determine how to improved ambience strengthen the brand identity of a restaurant.
Research Questions
In this section, questions are being developed and formulated by investigator as per the
objectives so they have developed for themselves. Along with this, it is one of the essential part
of investigation report through which they are capable for evaluating and understanding research
in effective manner.
Questions:
 What is the concept of designing good food and ambience ?
 What are the benefits and drawbacks of having a restaurant in a nightclub ?
 What are the challenges and issues faced while introducing restaurant in a nightclub ?
 How can improved ambience strengthen the brand identity of a restaurant ?
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CHAPTER 2: LITERATURE REVIEW
A literature review is the scholarly paper which include current knowledge involving
substantive findings and theoretical and methodological contributions in specific topic. Literature
review are secondary sources and it do not report new or original experimental work or task. It is
the basis of research in nearly every academic sector (Bar-Johnson and Weiss, 2015). A literature
review is the search and evaluation of the available literature in the given subject of selected
topic area. This will help in collecting various authors and scholars views and reviews regarding
research project topic. Also, it can be helpful in understand their perception regarding specific
theme.
Concept of designing good food and ambience
As per the view of Lai‐Yeung (2015) Ambience are consist with good food and good
consumer service which are foundation on which successful restaurant is developed and
established. Such essential qualities assist guests for enjoy their meals and feel good about their
visit in the restaurant. In this, good food and good consumers are the functions of the staff
members, ambience and comfort which are main function of restaurant design. Marketing is
taking a step-forward as digitalisation enters in between, consumers, and customers are more
focused on awareness. It has boosted competition and holds the whole market by branding.
Designing posters, flyers, social marketing, etc are framing a new strategy to focus on a new
market. Restaurant design, good presentation, food quality and the concept of presenting services
in attractive display is much more beneficial.
As per the view of Michelle Renee, nightclubs offer customers a place to unwind from
their regular routines. This place offer the quiet relaxation of a high end cocktail to sites that
provide high energy music and crowded dance floors. Nightclubs attract a wide range of
businesses who are invest capital for gaining more income and profitability. There are various
points which describe how to design good food and good consumer are explained as follows: Design with brand personality in mind – Brand personality is the way of specific
restaurant which is perceived by target audience (Gutteridge, 2015). Moreover, brand
personality inform about different design decisions which are helpful in making place
attractive, unique and different from others. It can be analysed that if brand personality is
formal so this will directly influences on types of uniforms of staff members, place of
sitting and dining areas.
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 Balance ambience and seating capacity – For sheer seating capacity, there are few
layouts beat the cafeteria design with row upon row of long tables and benches. On the
other hand, they need to focus on ambience, charter and atmosphere where they are
arrange seat for their customers (Henry, 2017). The respective restaurant has occupy a
middle ground where they are concerned with both serving and delivering variety of food
items among people.
 Restaurant Design Process – Different restaurants are working on a way to showcase a
new style and create a goodwill in market. It clarifies all concept of interdependent
decisions which put a step-forward in proceeding innovative ideas. Ideas which frame
strategically with a plan and focused on presenting services to customers. It spread
awareness in market which plays a vital role in handling services. Designing good food
presentation is one of the appropriate ways of making brand. Generally these projects of
presenting thing in unique way take time, experience, customer feedback and an expert
who can frame good plan in entering into a new world. Catering is one of a unique
structural poster on today's market. It showcases food in restaurant, marriages, and in
other events by more appropriate theme design (González and Deal, 2017). These new
ways of designing or showcasing strategies are attracting in a better way. It maintains
every restaurant design consultants and focus on a complete planning process which is
future based. It creates a need in market as to aware customers about services and
showcasing it with perfect designing is much more beneficial. Designing is nothing more
than portraying presentation in a more attractive manner.
 Restaurant Ambience designing- Every other country, state or even cities have a
distinctive culture with dramatically different atmosphere codes. As every new project
has a fixed period of time to complete its process. Maintaining attractive ambience and
putting an impact on consumer decision-making is the most vital part of growth. It
regulates every corner or department from decoration to its architecture things according
to its consumer standard (Buttriss, 2016). Concept of ambience totally dependent on
targeting customers as maintaining a market with full of royal people needs to be royal by
ambience. It handles every field and maintain stability with goodwill in market.
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Benefits and drawbacks of having a restaurant in a nightclub
As per the view of Michael Wolfe, smoothly run of business operations and its functions
are attracting large number of people in the city. Running a nightclub sounds like job which is
full of glamour and glitz. Instead of waiting behind velvet rope, an individual operate business
functions and operations. However, nightclub ownership is hard work, it combining the financial
and logistical issues of bar, a fancy restaurant and concert venue. They are providing effective
food facilities and services to their customers and satisfy their needs. A restaurant in a nightclub
is an effective in order to provide food and other services to their guests. Before entering into a
new segment of consumers, a marketer needs to be more conscious about a quote, that is
customers are king of market'. Giving every service on a single stop, is much more appreciable
as it saves time and money of an individual. Strategies are many which mould every new concept
of benefiting profit, it works on planning with proper arrangement to give comfortability in
offering services to customers. Services on a single stop is in trend in today's market, it maintain
a goodwill and sustainability (Mariani, 2016). Taking care about a restaurant in a nightclub can
be good in some way or it can be a big drawback in an another way of attracting different
customer segment. There are different benefits and drawbacks of having restaurant in a nightclub
which are described as under:
Benefits of having restaurant in nightclub: Meeting with new people - There are various people who visit nightclubs to socialise
and make new friends. For the restaurant owner, such opportunities are multiplied
effectively. Every person who walks through the door is potential new nation, love
interest and friend. If they want to order them a drink and let into VIP and its on the
house.
 Profit – If everything come together for club the music, location, décor and right mix of
people which might be hit (McAdams and von Massow, 2017). There are large number of
people who are come for attend night club through which they enjoy and feel happy.
Nightclub are very lucrative, grossing thousand very night from drink sales. For such
looking to gain profits, however they need to stick with profession with acquiring more
income and revenue. Restaurant business at travelling places- Boost-up business at a place where number of
travellers are coming day to day and earning profit is not a big task. Benefit of opening
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clubbing with a restaurant is more beneficial as it helps guest to enjoy all services in a
single place. Places full of historical forts, or with a travelling attraction has a better
impact on clubbing with restaurant as it makes easy for a customer to get services on a
single platform which save time and money of transportation (Hoeber and et. al., 2015).
Management which needs to be taken care of as it regulates all the functional authorities
of a business. Places with more travelling attraction gives opportunity to enter into a big
market and start building stability into it. Stability with maximizing profit should be a
module which a company needs to adopt as it create a market and aware consumers about
services.
Drawbacks of having restaurant in a nightclub: Expensive – The collaboration among restaurant and night club is every costly for both
an organisation and customers thus it is important for both the parties to paid additional
among for taking benefits of nightclubs and restaurant.
 High crowed – Due to high crowed areas, employees or staff members are not capable
for serving in appropriate manner therefore it will create dissatisfaction among
customers. It is directly influence on business operations of both restaurant and night
club.
 Restaurant business treated more than clubbing - Finding priorities and keeping an
eye on every field is much more important, it took an effort of managing every
department as business of restaurant is not stiff in between food and services (Cimpian
and Leslie, 2017). It involves a management which comprises every single field that is
Legal, payroll to every individual, HR who functioned to hire skilful personality,
Marketing which examine every market to focus on, Managing team building,
maintenance of every services and system creation. It need an entire team which focuses
only on functions of every view point of restaurant as it doesn't wind up in a single
department. These drawback may push management of clubbing and can affect the
services of it.
Challenges and issues faced while introducing restaurant in a nightclub
According to the view of Aspasia and Ourania (2015) Framing a situation in mind to see
a running a business with maximizing profit every month with advance booking of seats.
Business performs well. But a point may come when a club or restaurant concept may find
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difficulties and stuck on a platform. Not growing any more and finding a solution of difficulties
may become a tough task. There are reasons which affect business and stuck in a situation where
profit generation is the toughest task. Working on this pattern may lose assets too, challenges and
issues will come which is as follows:-
Effective marketing but not serving same - The biggest challenge in today's market is
updated technology and services. Improve in marketing doesn't improve the services of a
Restaurant in a club. These two need a separate focus as to provide better facilities to customers
and maintaining everything by a single concept is the toughest task in business. The majority is
totally focusing on restaurant which tend to take initiative in branded marketing and may ignore
to change or update facilities. To market a business, it is necessary to understand every aspect of
ground realities, what services to offer, what a market asks, how to create a need, what prices can
be better, how management will take place, what are the demand and supply of a product, etc.
There are many more challenges which market are facing and due to increase in marketing,
services are heading downwards which is the most vital problem of today's , market (Soltani and
et. al., 2015).
Inventory to maximize profit - The worst condition of today's restaurant and bars are
not conducting a regular supervision or an in-depth food and beverage inventory. This treated as
a hospitality management rule number 101. Taking care of inventory and adding it to product list
will maximize profit. Start building a strategy to give priority to a quote 'Inventory is not a
should-do, it's a must-do'. Taking care of liquor inventory is crucial in club as a market demand
may increase anytime, or a situation may arise when supply may take a stop in market because of
which a restaurant may fail to fulfil demand of customers. Feedback and get the knowledge
about staff focusing. As in restaurant, it happens generally that stuff doesn't focus on guest
properly, it lowers down the value in market and affects goodwill.
Improved ambience strengthen the brand identity of a restaurant
Restaurants can build and develop income and reinforce their place in the business
landscape in order to developing brand identity among targeted audience. For using this concept
of brand identify in order to create a consistent visual message, there are myriad of ways
restaurant owners that can approach brand awareness. Brand identity using marketplace
positioning, developing a visual presence, creating an advertising and marketing plan and
establishing loyalty.
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Build visual awareness – It is consistent visual existence providers a vivid memory for
consumers. Ambience help restaurant in attracting large number of customers towards their
services and facilities. This will build visual awareness among guests in order to satisfying their
all needs and requirements effectively. It will assist in creating and developing awareness among
customers regarding appropriate products and services.
Develop loyalty – In this, build a loyal society and community or consumer base is the
foundation of brand awareness, loyal consumers expand the word about the restaurant brand. The
restaurant require to make attractive ambience which gain attention of large number of guests
and satisfy their needs and wants effectively. They are offer quality based food products and
items which develop loyalty among guests and attract more customers. Brand awareness spread
with the help of promoting goods and food items among buyers through social media, Facebook,
Instagram and so more.
CHAPTER 3: RESEARCH METHODOLOGY
It is the procedure and method that can be used for selecting, recognising, identifying and
analysing overall data and information regarding specific topic. In this part, they allow readers in
order to evaluate and examine whole study validity and reliability. An investigation is carry out
for describing, explaining and predicting work process in better way. This is defined as the study
of method where they gain accurate skills and knowledge for completing the research report
(DiPietro and Bufquin, 2018). For this, all the major issues are associated with research report
which can be sort out in proper manner. It is important for an investigator is to conduct all main
activities and functions in given period of time, so they can easily acquire goals and objectives.
Types of investigation
In this part, an investigator need to access correct data and information of research report
so that they can easily execute various methods and techniques in order to acquire advantages
regarding research process. In addition to this, there are various ways through which can be
conducted in better manner. This includes qualitative and quantitative research method. In
qualitative method, data has been gathered and collected by use of qualitative technique and they
are mainly focus on maintaining quality and examine customer point of view regarding firm
goods and services (Timming, 2017). Another is quantitative method of research, this will help
them in gathering and collecting correct data along with authentic charts and graphs so
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researcher mainly concern on evaluating and understanding qualitative factors. In the current
research report, qualitative method is used for collecting and gathering accurate data and
information while completing project.
Research Philosophy
The research philosophy refer as the value and belief that can be used for gathering and
collecting appropriate data in order to complete the project in better manner. In this section, there
are various types of beliefs and patterns which are being followed or regulated by an investigator
and their main main responsibility is to choose right philosophy for an organisation for achieving
desired goals and results. In addition to this, there are different types of philosophy that includes
positivism, realism, interpretivism, pragmatism and subjectivism. In this, positivism are focus on
stability and it can be determined and described from an objective perspective without
interference with phenomenon being designed or studied. Along with this, it should be separated
and can be repeatable in better manner (Lepkowska-White, 2017). The researcher develop and
formulate use of maths and science models which can be helpful in acquiring accurate data and
information. Another is interpretivism consist with subjective intervention and interpretation is
main reality that should be evaluated and understand. On the other hand, in pragmatism an
investigator accept the concept which are best suitable for the further upcoming action. There are
different ways through which they can examine and interpret data and information in better
manner. The realism philosophy research is based on idea of independence which are associated
to reality from human mind. It is that philosophy which is based on estimation and prediction of
scientific approach for create effective knowledge. At last, subjectivism is the philosophy that is
related with social science and it is refer as an individual experience, point of view and
interpretation effectively (Leach, 2017). In this project, positivism philosophy is applied in order
to gather and collect accurate facts and figures while completing this research report.
Research Approach
This is the plan or procedure which consist with steps along with advanced assumptions
to described technique and methods of data collection, interpretation and analysis. This is based
on research nature that assist in solving major issues and problems which are being addressed. In
addition to this, research approach is the crucial part of scientific study which assist them in
analysing or examining whole areas. There are two types of research approach that are required
for implementation by an investigator. It includes deductive and inductive approach. In Inductive
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approach, there are various types of new theories are applied that is based on different form of
models and prediction according to this results. For this, they are collect and gather right data
and information in better manner (Mahapa, 2016). On the other hand, deductive research
approach examine the current numerical facts that are being determined on the basis of
observation. In the current investigation project, deductive approach is used in order to gather
and collect accurate information which help in completing research report.
Research Strategy
In this section, there are various number of research methodology that has been
recognised and it is used for managing or maintaining hierarchical structure along with tree
levels. In order gain high income and profitability, an investigator require to use different
strategies that can be helpful in analysing effective goods and facilities. They are taken
appropriate views and reviews of different respondents regarding company products and services
that are offered by them (Vander Mey, 2016). Along with this, there are various research strategy
which can be applied by researcher while completing their report in proper manner. There are
various methods which includes survey, action investigation, grounded theory and ethnography.
In this section, survey is used for taking discussion and interview with an individual regarding
particular theme. Survey is that term which is useful in describing and explaining characteristics
of number of population. The investigation method can provide advanced and broad capability
which will ensure about more accurate collecting and gathering of required data. This will assist
in framing valid conclusion which can be used for accumulating and assembling authentic facts
and figures effectively. Survey is taken for examining sample participants opinions and thoughts
about firm products and services (González and Deal, 2017). This is used for assessing the
thoughts, opinions and feelings. Survey can be specific and limited so that they should be more
international and it can easily reach with desired goals and targets. Case study is not itself a
investigation method, but researcher required to select accurate method of data collection and it
will assist in analysing best appropriate material for case study. There are various qualitative
method which includes interview, observation, personal notes and journal. Action research can
be utilised for resolving major issues and problems. This can be define as wide variety of
evaluation, research and analytical investigation method which can be designed and developed to
diagnose different issues.
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In addition to this, grounded theory main aim is to observe issues and problems in the
context of business environment and it involves handling and managing barriers. This is that
investigation method which is determined with generation of theory as in grounded in data for
continuously analysed and collected effectively. It is useful in maintaining and formulating the
phenomenon that does not explained and described with current theories. Lastly, ethnography
research is qualitative method where investigator communicate and interact with their desired
respondents in their real life environment (González and Deal, 2017). This is referred as broad
area along with different number of participants and methods. Ethnography is one of the most
common approach which assist in analysing participants according to the part of an investigation.
In the current project, survey is one of the most appropriate method that can be used for
gathering and collecting right data and information.
Research Choice
In this section, researcher can use accurate data collection which are corresponding with
data analysis process. It is systematic procedure which assist in analysing human behaviour and
community (Henry, 2017). Along with this, there are different types of research choice such as
mono method, multiple methods and mixed methods. Mono method is used for gathering and
collecting right facts and figures in better manner. This is used for only one form of technique
that includes qualitative and quantitative method. Another one is multiple method that can be
used for examining various methods and tools such as qualitative and quantitative tool. It is the
effective type of research strategy which is known as multi method research. Lastly, multi
method of research is the methodology which is conducting investigation that includes
examining, analysing, collecting and gathering right data with the assistance of experimental
surveys, focus groups and interviews (Gutteridge, 2015). The mixed approach method includes
qualitative and quantitative data collection technique and it is analyse appropriate process which
is required. In the existing report, researcher is used mono method which assist them in analysing
accurate information while completing this report.
Research design
This is one of the most essential sector of research methodology as it provides accurate
structure of an investigation in systematic manner. It define as whole strategy that can be used by
an investigator in order choose and combine various elements of the study in appropriate way.
With the assistance of research design, an investigator can easily and efficiently answer and
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identify determined research questions. In this, research design assist in managing and
maintaining investigation analysis in better manner (Lai‐Yeung, 2015). There are various forms
of research design such as descriptive, semi experimental, experienced, qualitative and
quantitative methods. In the current study, an investigator used qualitative research in which all
the issues or problems of the research questions and it is based on social constructivism
perspective. In this, size of the sample is small and data is gathered by an investigator through
interview, observation and so more. In addition to this, data interpretation is based on
aggregation while collecting data and perspectives of scholars. Therefore, with the assistance of
qualitative research design, an investigator can evaluate the influence of business operations and
functions in effective manner.
Data collection
It is very important part of an investigation and without this research it is incomplete and
invalid. This is one of the systematic procedure which assist in collecting and gathering data
from different sources to identify relevant answer of this specific problems. In this, data
collection is crucial part of this study (Bar-Johnson and Weiss, 2015). Along with this, data of
the investigation has been gathered by using two methods or techniques such as primary and
secondary method. Primary data collection method – It refers to that data which is originated for the first
time by an investigator with the help of direct efforts and experience, its main purpose is
to address specific research issue and problem. It is also known as first hand and raw
data. Primary data collection considered as expensive as the research is conducted by an
organisation or agency itself that required effective resources such as labour and
investment. Such type of data is under direct control and supervision of the researcher in
better manner. Primary data can be gathered or collected with the use of various methods
and techniques such as observations, surveys, questionnaire, physical testing, interviews,
focus group and case studies.
 Secondary data collection method – It is that data which used for collecting and
gathering second hand information which is already collected and and recorded by an
individual other than user for the purpose, it is not related to the current investigation.
This is available form of data collection from different sources such as government
publications, internal record of company, censuses, books, journals and websites. Such
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type of data offer various benefits and advantages as it will help in save time and
reduction in the cost of researcher (Hatchett and et. al., 2015). On the other hand, there
are certain disadvantages are related to this method where data has been gathered for the
purpose in order to solve major issue. So requirement of data may be limited in number
of ways such as relevance and accuracy.
Data analysis
It is one of the most essential section of the research study. In this, data has no meaning if
it is not analysed or examined. Data analysis is the procedure that logically used to statistical and
logical technique in order to evaluate and measure accurate information. Authors and scholars
assist in order to make appropriate decisions with the help of data analysis. The meaning of data
is only provided after that it is analysed and measured effectively. In this report, an investigator
used qualitative method where thematic analysis has been done in better manner. Therefore,
thematic analysis will assist an investigator in order to ascertain influence on business operations
and its functions in easy manner (Bunn, 2016). It is the procedure of systematically applying
statistical and logical methods in order to describe and illustrate, recap, evaluate data and
condense. The procedure of inspecting, cleaning, modelling and transforming data with objective
of exploring useful data and information.
Sampling
It is one of the another most important part of research methodology. In this, sampling is
used by an investigator when they are choose small portion among the population. Population is
very huge and it is not possible for an investigation is to study whole country people. Therefore,
sampling is small sub set of large number of groups (Schelly, 2015). The reliability of the
research is depend upon common results or outcomes of the research study. In this current
project, an investigator used non probability sampling where simple random sampling has been
utilised. Authors and scholars are develop and make use of questionnaire which is used while
conducting interview of huge number of employees in respective organisation. The sampling size
is 50 respondents for this report.
Access and Ethics
This is very essential that an investigator should know about ethics before conducting
research. It is the crucial part of study which help them in maintaining and managing reliability
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and validity of an investigation. Adhering to ethics is the effective concern of an investigator in
which an individual mainly concentrate on seeking consent of participations of primary
collection of data for the involvement in data collection procedure. An investigator in this report
has been seek to consent of respondents on paper in which all terms and conditions are described
in order to protect interest of participations. Despite from this, secondary information can be
obtained by taking approval and permission from accountable organisation.
Time frame
In this section, research may be ascertained as time constrained and snap shots
investigation which is known as cross sectional study and it may be taken long time duration.
This is used for framing time that help in drawing time according to the schedule (Chadha and
Wells, 2016). There are mainly two forms of time frame which involves cross sectional and
longitudinal. In this, cross sectional method is effective type of observational examination that
will assist in analysing and developing proper time schedule while making effective research
project.
CHAPTER 4: DATA ANALYSIS
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QUESTIONNAIRE
Q.1. Do you think restaurant in a nightclub is an appropriate concept ?
 Yes
 No
Q.2. What idea of having a restaurant in a nightclub ?
 Live music
 Decade nights
 Wine testing
Q.3. Is ides of having a restaurant in nightclub is effective ?
 Agree
 Disagree
Q.4. Which is the most appropriate concept of designing good food and ambience ?
 Design with brand personality in mind
 Balance ambience and seating capacity
 Reduction in bad tables
Q.5. What are the benefits of having a restaurant in a nightclub ?
 Meeting with new people
 Profit
Q.6. What are the challenges and issues faced while introducing restaurant in a nightclub ?
 Effective marketing but not serving same
 Inventory to maximize profit
Q.7. What are the different ways through which restaurant can easily overcome issues ?
 Analyse customers need and demand
 Use appropriate techniques
Q.8. What are the various ways which can be used by restaurant to attract large number of
customers ?
 Provide unique services
 Fulfil their requirements
Q.9. Does idea of new restaurant is essential for increasing profitability and image at market ?
 Yes
 No
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Q.10. Do you have any suggestion regarding idea of having new restaurant in a nightclub.
Q.1. Do you think restaurant in a nightclub is an appropriate
concept ?
Frequency
 Yes 30
 No 20
Q.2. What idea of having a restaurant in a nightclub ? Frequency
 Live music 25
 Decade nights 15
 Wine testing 10
Q.3. Is ideas of having a restaurant in nightclub is effective? Frequency
 Agree 45
 Disagree 5
Q.4. Which is the most appropriate concept of designing good
food and ambience ?
Frequency
 Design with brand personality in mind 25
 Balance ambience and seating capacity 15
 Reduction in bad tables 10
Q.5. What are the benefits of having a restaurant in a
nightclub ?
Frequency
 Meeting with new people 40
 Profit 10
Q.6. What are the challenges and issues faced while introducing
restaurant in a nightclub ?
Frequency
 Effective marketing but not serving same 35
19

 Inventory to maximize profit 15
Q.7. What are the different ways through which restaurant can
easily overcome issues ?
Frequency
 Analyse customers needs and demand 30
 Use appropriate techniques 20
Q.8. What are the various ways which can be used by restaurant
to attract large number of customers ?
Frequency
 Provide unique services 38
 Fulfil their requirements 12
Q.9. Does idea of new restaurant is essential for increasing
profitability and image at market?
Frequency
 Yes 32
 No 18
Theme 1: Restaurant in a nightclub is an appropriate concept
Q.1. Do you think restaurant in a nightclub is
an appropriate concept ?
Frequency
 Yes 30
 No 20
20

Interpretation: As per the above described table, it can be analysed that restaurant in the
nightclub is an appropriate idea where they can attract large number of customers. It is helpful in
gaining attention of large number of people in order to provide innovative goods and services.
There are around 30 respondents who are agree on that statement in which restaurant in a
nightclub is an appropriate concept. On the other hand, there are approximately 20 respondents
who are said no for this consideration in which they think it is not effective concept.
Theme 2: Ideas of having a restaurant in a nightclub
Q.2. What idea of having a restaurant in a
nightclub ?
Frequency
 Live music 25
 Decade nights 15
 Wine testing 10
21
30
20
Yes
No

Interpretation: According to the above explained table, it can be analysed that there are various
ideas of having a restaurant in a nightclub such as live music, decade nights and wine testing
which gain attention of large number of customers. Along with this, there are around 25
respondents who are said live music is the effective idea of having a restaurant in the nightclub.
Rest of the 15 respondents are said decade nights which is an appropriate idea of having a
restaurant in the nightclub. On the other hand, remaining of the 10 respondents who are agree on
that wine testing is the effective idea for the restaurant.
Theme 3: Ideas of having a restaurant in nightclub is effective
Q.3. Is ideas of having a restaurant in nightclub
is effective?
Frequency
 Agree 45
 Disagree 5
22
Live music Decade nights Wine testing
0
5
10
15
20
25
Column B

Interpretation: It can be stated that idea of having a restaurant in the nightclub is an appropriate
concept where they can easily offer variety of items and services to their customers. This will
assist restaurant in order to make modifications in such things which is appropriate for an
organisation as well as their customers. In addition to this, there are approximately 45
respondents who are agree on that statement where idea of having a restaurant in nightclub is
effective concept for an organisation. Rest of the 5 respondents are disagree on that consideration
where they think it is not appropriate idea for establishing a restaurant in nightclub.
Theme 4: Design with brand personality in mind is most appropriate concept of designing
good food and ambience
Q.4. Which is the most appropriate concept of
designing good food and ambience ?
Frequency
 Design with brand personality in mind 25
 Balance ambience and seating capacity 15
 Reduction in bad tables 10
23
Agree Disagree
0
5
10
15
20
25
30
35
40
45
45
5
Column B

Interpretation: As per the above described table, it can be analysed that there are various
concept which are designing good food and ambience in terms of attractive, unique and different
from others. The concept of designing food and surroundings is the unique concept which are
adopt by respective restaurant in order to reach with desired goals and targets. In this, there are
around 25 respondents who are said that design with brand personality in mind is effective
concept where they can design restaurant as per the demand of guests. There are around 15
respondents who are said that balance ambience and seating capacity is the most appropriate
concept of designing good food and ambience. Rest of the 10 respondents are agree on reduction
in bad tables is an effective conception.
Theme 5: Meeting with new people is the main benefits of having a restaurant in a nightclub
Q.5. What are the benefits of having a
restaurant in a nightclub ?
Frequency
 Meeting with new people 40
 Profit 10
24
25
15
10
Design with brand personality
in mind
Balance ambience and seating
capacity
Reduction in bad tables

Interpretation: From the above described table, it can be analysed that there are various benefits
of having a restaurant in a nightclub at the market place. It is helpful in gaining attention of large
number of buyers towards restaurant goods and services. Along with this, there are
approximately 40 respondents who are agree on this statement in which they think meeting with
new people is the main advantage for the restaurant. Rest of the 10 respondents who are agree on
that consideration in which this will assist in increasing profitability and income in better
manner. It is helpful in acquiring higher income and revenue in order to reach with desired goals
and objectives.
Theme 6: Challenges and issues faced while introducing restaurant in a nightclub
Q.6. What are the challenges and issues faced
while introducing restaurant in a nightclub ?
Frequency
 Effective marketing but not serving
same
35
 Inventory to maximize profit 15
25
Meeting with new people Profit
0
5
10
15
20
25
30
35
40
40
10
Column B

Interpretation: From the above described table, it can be examined that there are various issues
and challenges which are faced at the time of introducing restaurant in a nightclub. It is required
for firm is to solve major issues that arise in the market place for attracting large number of
buyers. Along with this, there are around 35 respondents who are said that appropriate marketing
is one of the major challenge which are occurs while introducing restaurant in a nightclub. Rest
of the 15 respondents who are agree on that statement in which they said inventory to maximise
profit is another challenge for the respective restaurant.
Theme 7: Different ways through which restaurant can easily overcome issues
Q.7. What are the different ways through
which restaurant can easily overcome issues ?
Frequency
 Analyse customers needs and demand 30
 Use appropriate techniques 20
26
Effective marketing but not serving same
Inventory to maximize profit
0
5
10
15
20
25
30
35
35
15
Column B

Interpretation: According to the above explained table, it can be analysed that there are various
ways through which restaurant can easily overcome with major issues and problem while
implementing idea of having restaurant in a nightclub. Along with this, there are approximately
30 respondents who are said that it is required for restaurant manager is to analyse their
customers need and demand and try to fulfil it. Rest of the 20 respondents are agree on that
statement where they think that usage of appropriate techniques and tools is one of the effective
function which can easily assist in overcoming major issues.
Theme 8: Various ways which can be used by restaurant to attract large number of customers
Q.8. What are the various ways which can be
used by restaurant to attract large number of
customers ?
Frequency
 Provide unique services 38
 Fulfil their requirements 12
27
Analyse customers needs and
demand
Use appropriate techniques

Interpretation: It can be analysed that there are different ways through which respective
restaurant can easily gain attention of number of customers or buyers. This is required for
restaurant is to provide variety of services and facilities to their guests which attract them most.
In addition to this, there are around 38 respondents who are agree on that they are offer unique
services to the guests and satisfy their needs or wants. There are approximately 12 respondents
who are said that fulfilling all requirement is the most important function which can help
restaurant in attracting large number of customers effectively.
Theme 9: Idea of new restaurant is essential for increasing profitability and image at market
Q.9. Does idea of new restaurant is essential
for increasing profitability and image at
market?
Frequency
 Yes 32
 No 18
28
Provide unique services Fulfil their requirements
0
5
10
15
20
25
30
35
40
38
12
Column B

Interpretation: According to the above described table, it can be examined that idea of having a
new restaurant is important for enhancing profitability and image of the company at the market
area. It is important for restaurant manager is to develop good image and restaurant in the large
market place. This is required for respective restaurant is to gain attention of number of guests
towards restaurant goods and services. In addition to this, there are approximately 18
respondents who said no for this consideration or statement.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
As per the above dissertation it has been concluded that the idea of having restaurant in
nightclub is profitable. This research aids to analyse future plans which help them in reaching
with desired customers. Also, an issue is identified which is faced by company so that it can be
resolved easily. Some the benefits of are communicating with new people, boost up the business
as currently more people prefer to go and so on. Also, there are few drawbacks such as it costly,
most of the people who do not prefer to visit such place will considered restaurants as a club.
Challenges are faced by firm while opening night club in restaurants is updated services as well
as technology regular monitoring on food and beverage inventory. Herein, qualitative research
performed with the help of graphs and charts. An mono method is used which assist them in
29
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18
Yes
No

analysing accurate information regarding nightclubs. Also, questionnaire are prepared to know
about concept of designing good food and ambience, ways to overcome from issues and so on. In
order to satisfy all guests requirement and needs so that they can deliver them demanded goods
and items and attain high growth and profitability in effective way.
In the large market place, there are various ways through which they can easily gain
attention of large number of respondents in order to provide variety of goods and services. The
idea of having a restaurant in a nightclub includes live music, decade nights and wine testing. It
can be analysed that most of the people are attract and gain attention of guests by providing them
variety of goods and services in better manner. They are offer variety of facilities to their
customers who come for enjoy meals and food. While opening a restaurant, they required to
analyse whole market place where they are target few guests who are high in standard and they
are able to purchase such type of products and services at any rate. Along with this, it can be
used for maintaining and managing all business operations in overall market place where they
are attract number of guests regarding goods and services effectively. This will assist them in
analysing entire market area where they are examine all needs and demand of customers. In
addition to this, there are different ways through which they are develop effective idea of
restaurant in a nightclub. It will help them in maintaining and managing all business activities
effectively of the restaurant.
Recommendation
It can be recommended that restaurant in a nightclub is an effective idea which assist
them in analysing their customers needs and wants in the large market place. The restaurant
owner can analyse whole market place where they fulfil all needs and demand of customers in
better manner. It will assist in collecting and gathering appropriate research data and information
in order to completing specific report. Along with this, DSRKT restaurant is helpful in offering
and providing variety of goods and services in the restaurant for the customers. They can assist
in analysing and examining whole market place where they are gain attention of target guests
who are come for enjoy the meals and food items. They can adopt latest techniques and method
which are used for update and upgrade all the data that are required for further study. This is
helpful in examining whole market area where they can easily attract target customers who are
able to reach with desired goals and targets. The most appropriate concept of designing good
30

food and ambience that includes design with brand personality in mind, balance ambience or
seating capacity and reduction in bad tables.
This can be used for acquiring and collecting appropriate data or information at the time
of preparing and developing data and information in better manner. Along with this, data has
been collected and gathered in order to complete research project in better manner. Data can be
assembling and collecting authentic facts and figures in order to finish this report effectively.
Management which needs to be taken care of as it regulates all the functional authorities of a
business. There are reasons which affect business and stuck in a situation where profit
generation is the toughest task. The majority is totally focusing on restaurant which tend to take
initiative in branded marketing and may ignore to change or update facilities. These new ways
of designing or showcasing strategies are attracting in a better way. The respective restaurant
have occupy a middle ground where they are concerned with both serving and delivering variety
of food items among people.
Reflection
On the basis of above described report, it can be analysed that I have use qualitative
research method which assist them in gathering and collecting right data and information which
are helpful in completing particular assignment. On the other hand, I required to develop and
build my personal skills and knowledge by conducting appropriate operations and its functions in
order to reach with desired goals and objectives. As per the view of an investigator, I have to use
qualitative method that will assist them in assembling and gathering accurate facts and figures in
better way. For this, I can easily examine whole research project in order to complete the report
by using various tools and techniques. In addition to this, I develop questionnaire method that are
used for analysing different respondents views and opinions regarding company goods and
services. With this assignment, I can identify various issues which occurs while conducting
research report such as cost, budget, time, technology and manpower. These factors are directly
or indirectly affect on research outcomes and create major impact on investigation while
developing specific report. Along with this, there are different ways through which I can easily
acquire most of the respondents who are agree on company's products and services.
31

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