Strategic Tourism and Hospitality Management

This report examines the factors affecting the market of LEON company in the hospitality industry and analyzes its strengths, weaknesses, opportunities, and threats. It discusses the origin and development of the company, recent evolution and future strategies, as well as the strengths and weaknesses of LEON. The report also explores the opportunities and threats faced by the company, and identifies key stakeholders.

Strategic Tourism and
Hospitality Management

Contents
INTRODUCTION.......................................................................................................................................2
TASK..........................................................................................................................................................2
Business Review......................................................................................................................................2
Strengths and Weaknesses.......................................................................................................................4
Opportunities and Threats........................................................................................................................5
Key Stakeholders.....................................................................................................................................7
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................10

INTRODUCTION
The tourism sector has been increasing from past few decades which is contributing a vital role in
the economy of a nation. The major reason of the development of this sector is the evolution and
advancement in the technology and other transportation system of the country. There are various
organisation which are developing the facilities of tourism and hospitality in the entire industry. It
facilities large part in the economy and capital exchanges as well as render the foreign money or
exchange in the country which develop the overall development of the nation (Moutinhoed, 2011). The
purpose of this report is to examine the various factors of market of LEON company which is one of the
UK based Restaurants chain which is merging in the hospitality market and analyses the strengths and
weaknesses as well as threats and opportunities of evolvement.
TASK
Business Review
Origin and Development
The company is a chain of fast food of United Kingdom which was formed by Henry Dimblebey
and John Vincent on the name of their father Leon along with the company of Chef Allegra MCEvedy.
They have initiated their business in streets of Carnabyin the year 2004. It was announced as the Great
Britain’s best new restaurants for the new strategies of fast food production of going more natural s that
the health of people remain more positive and harm free despite of other fast food centers. Till the year of
2016 the company was able to open more than 6 outlets in only United Kingdom and 2 in Netherlands.
The first stores which they opened outside London were in Amsterdam. The organization has opened
their first franchisee in US and has their cafes in airports as well. It has been able to attract the attention
often their because the USP f servicing of natural food (Sigala, Christou and Gretzel eds., 2012). The
company has won various awards till now in matter of their ingredients and styles of manufacturing the
foods and services. The organization furiously developed in last decades and gained a lot of potential
consumer as the people are more concern about the health and govt.
Recent Evolution and Future Strategies
The Co-founder of the fast food chain up-market, LEON, Jon Vincent have teared the fast food
market with the new innovative and creative idea of natural fast food services which is furiously
emerging in the hospitality industry. This has become the favor of tourists as well as popularizing

everyday more and more. This was John’s Idea to bring up or establish a place where the people can get
fast food which are health as well. They formed their business in 2004 which was announced as “the best
emerging Great Britain Food” just after the month of opening. According to founder of this organisation,
this is not about of fighting but wining the competition of the market which is emerging every day.
The company has a unique recognition in the competitors who prefer to provide different recipes
and dishes with more natural ingredients. According to Vincent, “Super food salad, Sweet Potato Falafel
and Sandwich of Fish Finger” are pioneered by them which have been adopted by the rivals later. The
major agenda of those hotels is to earn more revenues as well as expand their business in more
international markets.
Vincent restaurants chains have been released their revenues in year 2015. According to the
reports, Revenues in 2015 was almost more than 50pc – 36.9million Euros. Overall profits which
company gained in same year were nearby 50pc to 2.26 million in more before tax rates and other
consideration expenses.
The sales of 2016 were managed by company and they have managed to deploy their business in
US as well. They included new recipe in their menu which was including Kale Salad and Courgette and
many others ( Leon plans to open first US restaurants in 2017 after £25m cash injection from
Swiss investor, 2017). The organization of food, LEON have planned to open a restaurants in United
Nations after injection from investors of Swiss by 25 million Euros which can aid the organization in
opening for the new development and success and aid in achieving the target or vision of organisation. It
have more than 45 outlets in United Kingdom only which is earning more revenues day by day and
traveler as well a localities like the place for the spatiality of food and their process of manufacture. It has
approx 2 outlets in Netherlands as well.
It has been observed that LEON spends more than 15 percent of their profits in the development and
training of their worker which is one of the strength of their store. Ty have more than 300 people of staff
in their entire stores or restaurants(Healthy fast food chain Leon reveals profit leap - and its
secret martial arts experiment, 2016 ). They organize programs for their worker to 1000 Euros for
per worker which is overall 6 00,000 on the development and wellbeing which is the reason of the
dedication of their employee and employer.
In recent interview, Vincent has said that they undertake entire recommendation into
consideration for proper evolution and making appropriate decision and strategies for implementation of

new designs or plan. According to the data of 2016, the organisation has donated 50,000 Euros in charity
for development and education of children.
Strengths and Weaknesses
Strengths
The major strengths of Leon is that the restaurant provides a proper training to their staff which
enables their employee to provide the excellent training to the consumers. They are popular for their
serving of facilities and services, Hygiene and appealing physical appearance. The company gives
preference to support and serves the consumer first. The good knowledge and consistency in the
performance have provide assistance in the best performances as well as render the title of Best few
Restaurants in the Great Britain’ just after 6 month of opining of the hotel. The hotel is more helpful and
friendly in nature and provides the best quality of services in both food and satisfaction.
The restaurants are famous for the different culture and philosophy which they comply in food
and services of LEON (Buhalis and Crotts, 2013). The company prefers manufacture process which
should be in higher standard and focus over their selection procedure of the raw materials, process of
cooking, chefs and ingredients. The restaurant focuses over deployment of business as well becoming
best natural fast food provider in the local market. Also they believe in the developing new products or
dishes according to the different cultures.
Weakness
The things which contain some strength consist of some weakness as well. LEON includes
various weaknesses as well in their organization. The first thing which is drawback is slightly higher costs
of the foods. LEON provides more fast food which is made of natural ingredients that make the process
more expensive to arrange the war material. Also the consumer has to wait long for the food which makes
them more eager or furiously which is one of the weaknesses of the organisation.
Models of Internal Analysis
There are various models which have been used for the evaluation of the strengths and
weaknesses of Leon restaurants which have been explained as below:
1) SWOT Analysis: This is a high level model which is majorly used for evaluation of the
strengths and weakness of an organization as well as threats and opportunities(Sainaghi, Phillips and
Corti, 2013 ). Various elements affect this factors including PESTEL, Porter five forces law, value chain

many other. This aid in development and improvement through investigating recent positive and negative
aspects of a company. This is most effective techniques or model of internal analysis used by every
organization either is large or small business.
2) Gap Planning: This refers to the analysis of need gap, Strategic planning gap and need
assessments. This is utilized by the organisation for comparing the present situation and determining
goals and objectives as well as methods and strategies which can avail in bridging those gap in future
aims and recent condition of the enterprise. This can be attained through setting ‘Shift Charts’ ‘Change
agendas’ for future purpose which also aid in determining the threats and opportunities as well..
3) Micro analysis: In this, investigation of all factors of micro environment of an organisation is
made which affect the business directly and indirectly. These are the major public which influence
decision making of a company and render a large support in earning revenues as well as increasing sales
of an enterprise. It consists of:
 Consumers
 Employees
 Suppliers etc.
Opportunities and Threats
Opportunities
The major opportunity which the LEON hotels have after the Brexit is development of new and
small business. The globalization and new open market in the world have supported the restaurants and
hospitality to expand the business in the nationwide as well as international market. The company vision
for deploying its business in the foreign market (Evans, Stonehouse and Campbell, 2012). The new
support of United Kingdom t the small companies have rendered aid in increasing the revenues as well as
expansion of enterprise. Also the new tourism and increment in the visitors avail supported the hospitality
business in the UK.
People or citizens of United Kingdom is going more nature friendly and avoiding the fast food
consuming. This has supported the business of LEON restaurants and rendered the help in the expansion
of business to LEON group. This have created unique recognition of business in market and helped in
growing in local communities and society.

Tourism and travel companies prefer to suggest the visitors to LEON restaurants that availed it in creating
an international brand image and traveler can enjoy the services and food specially fast food in more
affordable cots and effective quality.( A review of the literature on culture in hotel
del Mar Alonso-Almeida and Rodríguez-Antón, 2011). These support opportunities to grow in the
local as well as international market.
The new awards and joining of public events and occasions specially national and international
events helped the organization in expansion and establishing a positioning in the minds of customer. The
company wants to gain some potential consumers as well as provide more health products and foods.
Threats
The competitive market of food industry is the major treat which Leon is facing in the large
hospitality and food industry. The rivals have more powerful and entertaining recognition in the industry
and have the large consumer base. This is a very complex process to influence the customer to shift
credibility to the other organization. The Competitors include McDonald, Burger Farm, Burger King and
other natural fast food companies such as ….. are giving the hard hit in matter of development through
facilitating exotic offers and opportunities. These are needed for Leon to have a good and better quality of
products and services to compete the competitors. Also it needs various effective strategies for proper
marketing and promoting the services and products of company.
The other threat the organisation is facing is higher exchange rate of international market which is
one of the major issues in the expansion of Leon.(Mok, Sparks and Kadampully, 2013) The
organization required to manage the raw material which is required for production and other processes.
The cost of purchasing these equipments, machines and raw materials are essential to maintain and take
into consideration for the organisation.
The new taxation rates of United Kingdom which the government has launched can decrease the
amount of the revenues of organsiation and increase the amount of entre income. This can restrain proper
development strategic implementation among the international trade cause of lack in proper revenues.
The fall in economy of United Kingdom have changed consumer’s purchasing habits which have
decreased the quantity of spending capital of general citizens.
Models of External Analysis
There are various steps or models of determining threats and opportunities of a organisations as
Leon’s. The organization is an emerging restaurants chain which utilized various methods for undertaking

their developing chances as well as barrier in growth for future. Here are few of those techniques or
theories of evaluation are explained:
1) SWOT Analysis: This refers to the evaluation of the factors which determines the
opportunities, strengthens, weaknesses and threats of a company which have helped in deciding the
opportunities and threats of Leon as well.
2) PEST Analysis: The elements of SWOT is acronym with PESTEL analysis of a company that
can aid in determining the components of political ,social, technological, legal, environmental and
economical and they decide the threat and opportunities of Leon Restaurants as well.
3) Blue Ocean Strategy: This model aid in developing the market which is uncontested despite of
the market which is saturated and developed.
Key Stakeholders
Stakeholder refer to those individuals which are involved with the activities of organisation and
operations directly and indirectly and affected by the outcomes of the entire processes, projects and
programs. These people assist in the action of a company as well as owns in operations ( Yang, Wan and
Fu, 2012 ). This is essential to analyze or recognize, who influence the organisation and their various
process as well as who are valuable for the company. There are various types of stakeholder of an
organisation so as Leon which they have to manage nada control for the development and provide the
benefit of engagement. For this, the management and administration of these people are maintained by a
company which avails in controlling the affect if it is negative.
Leon is an emerging organisation which is developing the United Kingdom and has won various
awards for the services and quality of products and food they serve. The USP in context of food s the
natural ingredients they utilize in the fast food which make the whole process healthier than other fast
food organisation render in the market(Qualitative examination of employee turnover and
Gröschl, 2011). Those individual and groups which together make it the organization are called the
stakeholder. The various types of stakeholder of enterprise are eliminated into two major types which
internal and external stakeholder. Here the brief f those individuals organisation are explained as below:
Internal Stakeholder:
These types of stakeholder includes those people, groups or individuals which influences the
activities or operations of LEON on daily basis and often have link with the activities which are inside the

enterprise. The major Person which affect its business operations. These are the priorities of the company
for which they organize various activities to maintain and retain their credibility toward the company.
This includes worker, suppliers, manager, leader and many other which have briefed as below:
Employees: Leon have a good amount of staff members which contain more than 300 worker
performing in order to accomplish the targets of it through implementing the activities which the leader of
company have determined for the development of a company. The organization coordinate and various
activities such as provide better wage, extra bonus and incentives, funds and scheme as well as training
and development within a period of time to satisfy their needs and expectations.
Chefs /Managers: Chefs and manager the major bodies which are important entity of an
organsiation especially in case of Leon restaurant. Chefs are the major body which performs main
activities which perform main activity of production and presentation of the services and food which the
organsition provides. Manager whereas those people who manage the entire work which both chef and
worker lay and monitors other operation of company(Tsang and Hsu, 2011). This is initial stakeholder
for which the organsiatio perofmr training and development programs to boost their confidence and
increase their skills and abilities.
Directors /Shareholder: This is the director or major owner of the shares of company which
includes the founder and maximum purchaser of the shares or board of director. Co founder of Leon is
John Vincent and Henry Dimblebey who are responsible for the organizing and coordination of any
strategies of the company as well as determining of the vision and mission of respected enterprise.
External Stakeholder
The stakeholder which is situated in outside of an organisation and affects the operations and
activities which is functioned by the internal stakeholders(Darcy and Pegg, 2011). They normally do
not interfere in organizational activities as well as not directly linked with the operation or function of the
company. But still these stakeholder play a very crucial role in income and overall revenues of the entity.
Leon has created a wide consumer base as well as there are a lot of individuals or group of people
which are influencing the activities on daily or monthly basis. There are several people which includes
consumer, government and suppliers mainly. It is required to manage and control the elements which are
related to this. Here are those people briefed below:

Suppliers: Suppliers are those individual which provide the raw material to the organization in
cheaper cost. A company should always maintain the relations with tier provider of raw sources. Leon
whereas manufacture more natural fast food, they import their raw material for few their recipes.
Consumers: Consumer is the major source of income or people with whom the assets or services
of an organsiation is being exchanged in the return f monetary and non-monetary exchange. The company
produces and manufacture the products and apply marketing strategies for influencing these customer
which they desire to get. Leon knowing the factors that fast food is choice or taste of people but it should
be more in healthier form so that they developed more natural fast foods for their customer.
Government: State is responsible for building and developing legislation and laws for an
organisation which they have to comply within their company for the proper functioning of their company
and sustaining in the market(Chen, Cheung and Law, 2012 ). Leon restaurants have to manage the
relation with political parties as well as government and follow the laws for meeting the sustainable
markets and objectives in United Kingdom.
CONCLUSION
From the above report it can be summarized that the organizations can develop in the competitive
market with the effective strategies as well as great or unique services. Leon restaurants have been
developing in the nation market which is planning to emerge in the international market as well. For tat it
is require analyzing the internal and external market which can help in managing the negative aspects of
it. Also evolution of Threats and Opportunities as well as micro environment can render the assistance in
analyzing the market and interest f consumers availing in evolution and growth of restaurants. It is needed
for them to organise effective administration of strategies for making a boost in development.

REFERENCES
Books and Journals
Moutinho, L. ed., 2011. Strategic management in tourism. Cabi.
Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media in travel, tourism and
hospitality: Theory, practice and cases. Ashgate Publishing, Ltd..
Buhalis, D. and Crotts, J., 2013. Global alliances in tourism and hospitality management.
Routledge.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and
tourism. Taylor & Francis.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
Yang, J. T., Wan, C. S. and Fu, Y. J., 2012. Qualitative examination of employee turnover and
retention strategies in international tourist hotels in Taiwan. International Journal of Hospitality
Management. 31(3). pp.837-848.
Gröschl, S., 2011. Diversity management strategies of global hotel groups: a corporate web site
based exploration. International Journal of Contemporary Hospitality Management. 23(2).
pp.224-240.
Tsang, N. K. and Hsu, C. H., 2011. Thirty years of research on tourism and hospitality
management in China: A review and analysis of journal publications. International Journal of
Hospitality Management. 30(4). pp.886-896.
Darcy, S. and Pegg, S., 2011. Towards strategic intent: Perceptions of disability service
provision amongst hotel accommodation managers. International Journal of Hospitality
Management. 30(2). pp.468-476.
Chen, R.X., Cheung, C. and Law, R., 2012. A review of the literature on culture in hotel
management research: what is the future?. International Journal of Hospitality
Management.31(1). pp.52-65.
del Mar Alonso-Almeida, M. and Rodríguez-Antón, J.M., 2011. Organisational behaviour and
strategies in the adoption of certified management systems: an analysis of the Spanish hotel
industry. Journal of Cleaner Production. 19(13). pp.1455-1463.
Sainaghi, R., Phillips, P. and Corti, V., 2013. Measuring hotel performance: Using a balanced
scorecard perspectives’ approach. International Journal of Hospitality Management. 34. pp.150-
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Online

Healthy fast food chain Leon reveals profit leap - and its secret martial arts experiment.
2016. [Online]. Available through:<
http://www.telegraph.co.uk/business/2016/05/08/healthy-fast-food-chain-leon-reveals-
profit-leap---and-its-secre/>.
Leon plans to open first US restaurants in 2017 after £25m cash injection from Swiss investors.
2017. [Online]. Available through :< http://www.independent.co.uk/news/business/news/leon-us-
restaurant-first-2017-investment-25-million-healthy-fast-food-chain-swiss-private-equity-
a7744126.html >.