(PDF) Nightclubs and bars: What do customers really want?
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Added on 2021-01-02
(PDF) Nightclubs and bars: What do customers really want?
Added on 2021-01-02
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DissertationDesign, development and opening of a nightclub in the samebuilding with a restaurant, using a case example ofDSTRKT RestaurantInvestigation into how designing and combiningnightclub with restuarant in same location can increasesales and cutomer retention. Example from DSTRKTRestaurant London 1
Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................4Overview of research..............................................................................................................4Significance of study..............................................................................................................5Research aim..........................................................................................................................5Research Objectives...............................................................................................................5Research Questions................................................................................................................5CHAPTER 2: LITERATURE REVIEW.........................................................................................6Concept of designing good food and ambience ....................................................................6Benefits and drawbacks of having a restaurant in a nightclub...............................................8Challenges and issues faced while introducing restaurant in a nightclub..............................9CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10Types of investigation..........................................................................................................11Research Philosophy............................................................................................................11Research Approach...............................................................................................................12Research Strategy.................................................................................................................12Research Choice...................................................................................................................13Research design....................................................................................................................14Data collection......................................................................................................................14Data analysis.........................................................................................................................15Sampling...............................................................................................................................15Access and Ethics.................................................................................................................16Time frame...........................................................................................................................16CHAPTER 4: DATA ANALYSIS................................................................................................16CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................27Conclusion............................................................................................................................27Recommendation..................................................................................................................282
CHAPTER 1: INTRODUCTIONOverview of researchIn every restaurant, an organisation always focus on providing best hospitality industryservices and facilities to their customers. They are design attractive, unique and differentstructure of restaurant which are offer variety of food services or items to the guests. In currenttime period, they are mainly selling alcohol and food in order to satisfy needs or wants ofcustomer. 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 largenumber of customers (Chadha and Wells, 2016). Ambience is another word for atmosphere inthe sense of mood a place. If an expensive restaurant has soft lighting and peaceful music so ithas pleasant, soothing ambience which attract customers. There are various qualities helpcustomers for enjoy their food and meals about their visit in the restaurant. It will help inincreasing competition and cover whole market by branding. The brand personality is informabout various designing decisions that are helpful in making attractive, unique and differentplaces. The restaurant owner mainly focus on ambience, environment and charter where they areorganise and arrange seat for their customers. However, restaurant in a nightclub assist in fulfilall needs and demand of customers who come for enjoy their day. It is an effective concept ofrestaurant 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 ofguest who are come for enjoy the day. The research is based on DSRKT restaurant and bar which is located in Rupert Street inLondon, United Kingdom. This restaurant work on having an idea about restaurant in night clubthat will fulfil all needs and requirements of customers in better manner. The main purpose ofthis research project is to describe aim and objectives which help them in completing wholeresearch report. Literature review is useful in analysing different authors and scholars viewsregarding specific topic (Schelly, 2015). Along with this, data analysis is used for taken variousrespondents response and opinions regarding company goods and services. This will assist inexamining and analysing whole research and its response towards firm income and profitabilitylevel. In this, conclusion can be analysed on the basis of research and investigation of specifictopic in order to get accurate results or outcomes. 4
Significance of studyThe importance of this research is to understand the idea of having restaurant in anightclub in which they are analyse customers opinion and thoughts. It is essential for restaurantowner is to develop effective and innovative services to the customers. This will assist inanalysing future plans which help them in reaching with desired customers. Along with this, it isessential for researcher is to identify various ways through which they are attract large number ofguest towards new restaurant (Bunn, 2016). It is useful concept which satisfying all guestrequirement and needs in order to deliver them demanding goods and items. This is helpful inanalysing whole area where they can easily establishing restaurant in order to gain attention oflarge number of customers. Research aim and objectivesIt is determined as one of the important part of investigation project because there is notany aim where direction are proceeded and it is conducted (Hatchett and et. al., 2015). This ismainly describes an issue which is faced by company and this is possible solution so that thiswill 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 atrestaurant to get them into night clubTo 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 QuestionsIn this section, questions are being developed and formulated by investigator as per theobjectives so they have developed for themselves. Along with this, it is one of the essential partof investigation report through which they are capable for evaluating and understanding researchin 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 ?5
CHAPTER 2: LITERATURE REVIEWA literature review is the scholarly paper which include current knowledge involvingsubstantive findings and theoretical and methodological contributions in specific topic. Literaturereview are secondary sources and it do not report new or original experimental work or task. It isthe basis of research in nearly every academic sector (Bar-Johnson and Weiss, 2015). A literaturereview is the search and evaluation of the available literature in the given subject of selectedtopic area. This will help in collecting various authors and scholars views and reviews regardingresearch project topic. Also, it can be helpful in understand their perception regarding specifictheme. Concept of designing good food and ambience As per the view of Lai‐Yeung (2015) Ambience are consist with good food and goodconsumer service which are foundation on which successful restaurant is developed andestablished. Such essential qualities assist guests for enjoy their meals and feel good about theirvisit in the restaurant. In this, good food and good consumers are the functions of the staffmembers, ambience and comfort which are main function of restaurant design. Marketing istaking a step-forward as digitalisation enters in between, consumers, and customers are morefocused 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 newmarket. Restaurant design, good presentation, food quality and the concept of presenting servicesin attractive display is much more beneficial. As per the view of Michelle Renee, nightclubs offer customers a place to unwind fromtheir regular routines. This place offer the quiet relaxation of a high end cocktail to sites thatprovide high energy music and crowded dance floors. Nightclubs attract a wide range ofbusinesses who are invest capital for gaining more income and profitability. There are variouspoints 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 specificrestaurant which is perceived by target audience (Gutteridge, 2015). Moreover, brandpersonality inform about different design decisions which are helpful in making placeattractive, unique and different from others. It can be analysed that if brand personality isformal so this will directly influences on types of uniforms of staff members, place ofsitting and dining areas. 6
Balance ambience and seating capacity – For sheer seating capacity, there are fewlayouts beat the cafeteria design with row upon row of long tables and benches. On theother hand, they need to focus on ambience, charter and atmosphere where they arearrange seat for their customers (Henry, 2017). The respective restaurant has occupy amiddle ground where they are concerned with both serving and delivering variety of fooditems among people. Restaurant Design Process – Different restaurants are working on a way to showcase anew style and create a goodwill in market. It clarifies all concept of interdependentdecisions which put a step-forward in proceeding innovative ideas. Ideas which framestrategically with a plan and focused on presenting services to customers. It spreadawareness in market which plays a vital role in handling services. Designing good foodpresentation is one of the appropriate ways of making brand. Generally these projects ofpresenting thing in unique way take time, experience, customer feedback and an expertwho can frame good plan in entering into a new world. Catering is one of a uniquestructural poster on today's market. It showcases food in restaurant, marriages, and inother events by more appropriate theme design (González and Deal, 2017). These newways of designing or showcasing strategies are attracting in a better way. It maintainsevery restaurant design consultants and focus on a complete planning process which isfuture based. It creates a need in market as to aware customers about services andshowcasing it with perfect designing is much more beneficial. Designing is nothing morethan portraying presentation in a more attractive manner. Restaurant Ambience designing- Every other country, state or even cities have adistinctive culture with dramatically different atmosphere codes. As every new projecthas a fixed period of time to complete its process. Maintaining attractive ambience andputting an impact on consumer decision-making is the most vital part of growth. Itregulates every corner or department from decoration to its architecture things accordingto its consumer standard (Buttriss, 2016). Concept of ambience totally dependent ontargeting customers as maintaining a market with full of royal people needs to be royal byambience. It handles every field and maintain stability with goodwill in market. 7
Benefits and drawbacks of having a restaurant in a nightclubAs per the view of Michael Wolfe, smoothly run of business operations and its functionsare attracting large number of people in the city. Running a nightclub sounds like job which isfull of glamour and glitz. Instead of waiting behind velvet rope, an individual operate businessfunctions and operations. However, nightclub ownership is hard work, it combining the financialand logistical issues of bar, a fancy restaurant and concert venue. They are providing effectivefood facilities and services to their customers and satisfy their needs. A restaurant in a nightclubis an effective in order to provide food and other services to their guests. Before entering into anew segment of consumers, a marketer needs to be more conscious about a quote, that iscustomers are king of market'. Giving every service on a single stop, is much more appreciableas it saves time and money of an individual. Strategies are many which mould every new conceptof benefiting profit, it works on planning with proper arrangement to give comfortability inoffering services to customers. Services on a single stop is in trend in today's market, it maintaina goodwill and sustainability (Mariani, 2016). Taking care about a restaurant in a nightclub canbe good in some way or it can be a big drawback in an another way of attracting differentcustomer segment. There are different benefits and drawbacks of having restaurant in a nightclubwhich are described as under:Benefits of having restaurant in nightclub:Meeting with new people - There are various people who visit nightclubs to socialiseand make new friends. For the restaurant owner, such opportunities are multipliedeffectively. Every person who walks through the door is potential new nation, loveinterest and friend. If they want to order them a drink and let into VIP and its on thehouse. Profit – If everything come together for club the music, location, décor and right mix ofpeople which might be hit (McAdams and von Massow, 2017). There are large number ofpeople 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 suchlooking to gain profits, however they need to stick with profession with acquiring moreincome and revenue. Restaurant business at travelling places- Boost-up business at a place where number oftravellers are coming day to day and earning profit is not a big task. Benefit of opening8
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