Consultancy for Tourism Hospitality and Events- Assessment 1

This consultancy report is based on The Grapevine Shoreditch, a restaurant in the heart of Shoreditch, UK. It covers key trends in the F&B sector, impact on consumer choice and spending, potential audience and market competition.

Consultancy for
Tourism Hospitality
and
Events- Assessment 1

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Background of the chosen restaurant.....................................................................................1
Food and beverage potential...................................................................................................1
Review of current literature on key trends in the Food and Beverage sector in the hospitality
industry and Impact of such trends on consumer choice and spending.................................2
Identification of potential audience and market competition in the case of food and beverage
offer The Grapevine Shoreditch.............................................................................................5
Feasible proposal....................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
INTRODUCTION.........................................................................................................................10
MAIN BODY.................................................................................................................................10
Curriculum Vitae..................................................................................................................10
Cover Letter..........................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Hospitality industry comprise of broad categories of services which range from lodging,
food and drink services, event planning, theme parks and many more. Tourism is an important
part of this industry which is about the visitors visiting different locations outside their home
countries (Brotherton, ed., 2012). The growth is accelerating at a rapid pace with the time and
level of competition is increasing highly. This is a consultancy report which is based on The
Grapevine Shoreditch is a restaurant which is located in the heart of Shoreditch, United
Kingdom. Furthermore, this report is going to cover review of current literature on key trends in
F&B sector, impact of new F&B trends on consumer, identification of potential audience and
market competition followed by a recommendation of a feasible proposal.
MAIN BODY
Background of the chosen restaurant
The Grapevine is a one of the best Italian restaurants and coffee shop in Shoreditch. It is
situated in High Street which is a great place that attracts huge number of people. This location is
so colourful and alluring that it has been converted into a shopping hub where people can chill
and shop. It offers huge variety of food items for giving customers chance to choose from all
those dished. It is located in East London and it treated as a place which provides high quality
services. It has received good online ratings from the customers who have availed the services.
The location where it is situated sees huge rush of people which can make it have high sales and
profit. Furthermore, the menu is set by its chefs who are skilled and good at their work. Also, it
continuous to offer the services till late night. In addition to this, there is a private space in the
basement which is suitable for various events and it comprise of a library in that particular area.
Food and beverage potential
Food and Beverage services include the activities which start from preparation of food to
final serving to the customers. For a restaurant the main element is food and the drinks served by
it. This attracts the customers however, the quality should be maintained (Meyers and et. al.,
2016). The Grapevine Shoreditch offers fresh pasta made from variety of ingredients taken from
the local market. It is mainly known for the quality and variety it provides to the existing
customers. Furthermore, it offers coffee which is consumed largely by people living and visiting
United Kingdom.
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It also provides the food and drinks for breakfast, lunch, dinner and even brunch. This is
to let the customers have the meals as per their convenience. This is one of the key factors in
attracting the customers by giving so many options of the meals to choose from. It has received
good reviews about the food items and drinks from many of its service users which show that it
is offering good quality. The techniques and processed used in making the dishes comprise of
both traditional and modern. Also, there are number of fusion in order to meet the demands of
young generation.
There are experiments with the raw materials which are used to make nutritional home-
made breakfasts, fresh pastries, salads and coffee with freshly Perky Blenders. Apart from this,
there are selected wines which are served to the customers for providing them high satisfaction.
These are served with freshly extracted items which can complement the tastes. However, there
are many other food items which can be offered at the restaurant (Davis and et. al., 2018).
It can expand the variety of dishes by including other cuisines apart from the Italian
pasta. It has huge opportunities for expanding the business by preparing the foods which are not
in the current menus. This can be helpful in attracting existing as well as new customers who are
looking something extra ordinary. In this way, it can achieve strong position in the market and
among the competitors.
Review of current literature on key trends in the Food and Beverage sector in the hospitality
industry and Impact of such trends on consumer choice and spending
Trends in the food and beverages can be seen in every year because of some addition or
removal of some new or existing element to improve it. In this way, many new items in F&B
sector are introduced for fulfilling needs of the customers. This provides high satisfaction to
them and making changes in current menus is a continuous process. Some of the latest trends in
food and beverage have been reviewed below: Healthy snacks- According to the survey in the year 2019, it has been observed that
people living in UK greatly depends on the snacks. There are 95% of adults who
consumes about 66% snacks on daily basis (Number of people who consume snacks on
daily basis, 2019). Furthermore, this population consists of young people in majority,
who can be targetted for such snacks. Also, it contribute to number of problems related to
the health of individuals consuming the snacks. Apart from this, aged people also have
snacks in a great quantity. Therefore, by considering the health issues with the
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consumption of such snacks, it becomes necessary to introduce some healthy snacks. This
trend can be appreciated highly by the customers as they can have equally tasty snacks
but with better ingredients which are rich in nutrients. Customers may demand some
addition in the flavours which are strong and delicious and transform the snacks into a
whole new food. This trend can see positive reviews with the acceptance of large number
of buyers. On considering the spending by them, it can be said that people will not have
much problem spending on such items because as per the data provided above, it is
consumed hugely by the people living and visiting in UK. Individuals may not even mind
spending premium amount on the healthy snacks as long as its going to keep their health
good (Wyatt, 2014). Drive and Go take out foods- This trend in food and beverage sector has made it easy for
the customers who just wish to take away the food instead of sitting at the restaurant and
have it then and there only. The food is packaged in a convenient way so as to make it
easy for the buyers to carry that till their destination arrive. Also, there is no limitation of
time to have it. In other words, the buyer can consume the food according to their wish. It
offers many benefits such as rush at the restaurant and other food joints can be avoided
with this trend. Some of the most famous restaurants such as McDonald's, KFC, etc. has
already adopted this trend. People have become busy in their life and they don not even
get enough time to sit at one place and have the food other than weekends. In such a case,
this can disadvantageous for restaurants and food joints which can lead to decline in
profit. Therefore, providing this option will help busy people to collect their favourite and
eat wherever they like. This also gives some privacy to the consumers. Furthermore, the
prices are equal so the customers will not mind paying the prices. However, there may be
some extra charges of nominal amount for packing and all. People may become willing to
pay that much amount for their convenience. Plant based foods- This is something new which allows vegan consumers to make
choices from the plant-based nutrition in order to transform their lifestyle. It is a kind of
particular diet which includes all the sources of protein in the food (Bennett, 2015). This
is a healthy substitute which can be opted by people not just in UK but around the world
as well. Many of the restaurants have started to switch to this concept by naming it as
plant-based foods. There are many products which have been named as vegan diets.
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These are also available in the shops and supermarkets apart from the restaurants. This is
a whole new concept which is specifically for those people who like vegetarian foods or
have become vegan. This can see adverse reaction from the people who are hardcore non-
vegetarians. Also, this may not be successful in a country like United Kingdom because
more than 90% of the population eats non-vegetarian foods. Hence, it may not be a
suitable option for a restaurant which is famous for its non-vegetarian dishes.
Furthermore, with the limited restaurants providing plant-based foods, the costs of such
items are going to be high. This can impact their spending in a negative way. People may
not feel willing to pay high amount for such food items. Unlike, non-vegetarian dishes,
the quantity of plat-based foods should be little bit larger than other meat products in
order to fulfil the appetite. Therefore, this can add on extra charges as they might have to
order again (Everett, 2016). Low; No and Less calories foods- This trend has come into existence after
cardiovascular diseases, diabetes, increase of cholesterol level etc. have started to occur
in a great amount. There are many people who search for food options which low in
calories. Reducing the amount of calories make the products light which are in great
demand by the customers. UK has many restaurants offering sweets, fast food and other
items which comprise of high calories. Calories should be consumed to the suitable
extent for the health. However, beyond the specific limit it should not be consumed. As it
impacts the heart and other body parts directly. Therefore, customers will accept such
food with great appreciation because young generation and well as aged people have
become health conscious with the increasing cases of diseases. Such foods can be quite
expensive because of the ingredients used in their formation such as sugar free etc. This
can make the final product costly. The young generation who are gym freaks and totally
into yoga or other exercises may not hesitate to pay premium prices of such foods. Street food- This trend brings different types of street foods to the plat of the customers.
These are made from authentic recipes by including spices and methods that have been
used from a long period (Henderson, 2017). This has gained popularity with the
restaurants which provide such foods. However, the factor of hygiene has been included
in this which is often neglected in authentic street food items. Street foods are liked by
large number of population in the world because of their taste, texture and prices. This
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can seen huge purchase by the customers provided it is brought with some fusion.
Furthermore, customers can have high range of options to choose from. Hence,
consumers' choices can be impacted in a desirable way. Also, the prices are majorly
going to be low this can attract customers to pay the prices without any issue.
 Ethical and sustainability- This trend reflects the demand of the customers to go beyond
the food items which is being brought to the plates. It is an initiative taken by the service
users in which they want to know about the origin of ingredients that are used in making
the food items (Mokhtar, Othman and Ariffin, 2018). This is done to differentiate
between the ingredients which can be upcycled in order to reduce the wastage and
enhance biodegradability of packaging and other related materials. It is a whole new
trend which may see great support from the customers because it something beyond the
food. People always like new initiatives and when these are related to the environment,
the support gets increased. This can see a clear victory from the customers if this concept
is adopted by a restaurant. Individuals have become aware about the destruction that is
being caused with the use of plastic and other material. People have become worried
about the nature and they find occasions to contribute in something which can save the
planet. Therefore, spending can be positive by the customers. They are willing to pay for
an action which can help restoring the nature (Noel and Kumari KSloan and Adams Hutt,
2012).
The above-mentioned are the latest trends in Food and Beverage sector of hospitality
industry which can opt by restaurants in coming years. The concept can be selected on the basis
of cost and investment involve, time for implementation and ROI. Furthermore, the demand of
customers should also be included with the intention to fulfil them. It helps in providing higher
satisfaction to them.
Identification of potential audience and market competition in the case of food and beverage
offer The Grapevine Shoreditch
Audience should be there for every business to whom the goods and services are sold to
make profit and meet the targets. This can depend on the variety of factors and demographics so
that their demands can be met. The Grapevine Shoreditch has young generation and families as
their main customers. If the restaurant adopts any of the above-mentioned trends, it can focus on
millennials as they belong to the category which have jobs. The earnings can be spent on the
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food and drinks that are being served by the restaurant. On coming to the aged people, it can be
said that they are health conscious individuals who can pay the prices for the foods which can
meet their demands. However, the prices should be decided on the basis of disposable money,
the rate of demand and willingness to pay. In this way, it can make a co-ordination among all the
required elements for long lasting attraction of customers (Sima and Vogt, 2017).
Apart from this, every business has their competitors who provide the same food and
drinks at almost same or prices close to one particular organization. The Grapevine Shoreditch is
a popular restaurant which offers variety of food items of Italian cuisine. Also, it provides coffee
and other drinks which can make the customers highly satisfied. Also, it has good ratings due to
which it holds a strong position in the market. The main competitors of this restaurant are Popolo
Shoreditch, Bottega Preliabto, Savure London, Passo Shoreditch and many more. All these
restaurants are in the same league and provides Italian cuisines. In order to reduce the
competition, it should conduct analysis by which the position of the organisation among the
rivals can be determined. It is important from the perspective of the entity as it helps in keeping a
strong position in the marketplace.
Feasible proposal
A business should have strategies and plans for surviving the competition in the market.
Without a suitable approach, no organisation can sustain for a long time. Furthermore, various
obstacles can come in the way for the success of the business. These can overcome with the
implementation of appropriate solution and approaches. A feasible proposal for The Grapevine
Shoreditch has been provided below:
The Grapevine Shoreditch may opt ethical and sustainability and drive through trends in
its restaurant. Both of these concepts are going to attract customers who are more into saving the
nature. Basically, the millennials are going to be its target audience as they are into
experimenting the food and drink items. They do not hesitate to spend on their food items if they
are worth making investment into. It is likely to impact the business in a positive way.
Furthermore, by introducing the concept of drive through, this will increase the number of people
who do not have adequate time to sit and have meal. This can simply increase the sales as take
away will also going to be a part of it.
In addition to this, the target profit for this proposal is about 15% for first 6 months which
The Grapevine Shoreditch will gradually try to increase at the rate of 2% per month. The time
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Furthermore, it is going to use social media platforms for the marketing of its services which are
entirely new in the market. It is cost-effective way to reach large number of population who the
restaurant wish to target. It will create a page on Instagram and Facebook where a person can get
all the information about the services along with pictures of the place. This will make it easy for
them to decide whether to visit the place or not.
Along with this, it is going to make promotional offers for people to attract them. It has
found that, individuals especially, the young generation has shown great interest in ethical
activities. They can also be made convince for contributing to their by sharing their ideas. This is
going to be done with the help of feedbacks from every individual visiting The Grapevine
Shoreditch. It is significant in reviewing the performance in the current circumstances.
Furthermore, the drive through concept is suitable for the millennials because they have hectic
schedule at their work so they can suggest the ways in which this service can be improved.
CONCLUSION
From the above report, it has been concluded that hospitality industry contributes
majorly in the revenue and growth of an economy. There are many sectors which operate under
this industry and are equally important for carrying the business of organisations exist within this
field. Furthermore, this report has witnessed that consultancy is required for the survival of
business in the fierce competition. There can be some major changes in order to improve the
existing plans and strategies for the success of restaurants and other entities in hospitality
industry. The restaurants should monitor all its operations on a regular basis for tracking the
profitable and non-profitable areas. Furthermore, there are various trends for the future which
may be opted in order to bring something new for the customers. This requires a proposal with
all the necessary objectives and targets to help the restaurant achieve them.
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REFERENCES
Books & Journals:
Brotherton, B. ed., 2012. International hospitality industry. Routledge.
Meyers, S., and et. al., 2016. Energy efficiency, carbon emissions, and measures towards their
improvement in the food and beverage sector for six European countries. Energy. 104.
pp.266-283.
Davis, B., and et. al., 2018. Food and beverage management. Routledge.
Noel, A.N. and Kumari, K., Trends in the Food and Beverage Sector of the Hospitality Industry.
Sloan, E. and Adams Hutt, C., 2012. Beverage trends in 2012 and beyond. Agro FOOD Industry
Hi Tech. 23(4). p.8.
Wyatt, S.L., 2014. The state of the snack food industry. In SNAXPO Snack Food Association
Annual Meeting, Texas, USA. Availabe at: http://tinyurl. com/y8a7z5o7.
Bennett, A., 2015. Innovation trends in food and beverage filtration applications. Filtration+
Separation. 52(2). pp.28-33.
Everett, S., 2016. Food and drink tourism: Principles and practices. People. 10.
Henderson, J.C., 2017. Street food, hawkers and the Michelin Guide in Singapore. British Food
Journal.
Mokhtar, R., Othman, Z. and Ariffin, H.F., 2018. Brand Equity and Revisit Intention towards
Food Truck Business. International Journal Of Engineering & Technology. 7(2.29).
p.241.
Sima, C. and Vogt, F., 2017. The symbiotic relationship between unusual venues and street food
commercial events: The case of Street Feast in London. In Exhibitions, Trade Fairs and
Industrial Events (pp. 93-106). Routledge.
Online:
Number of people who consume snacks on daily basis. 2019. [Online]. Available
through :<https://reports.mintel.com/display/959190/>.
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Assessment 2
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INTRODUCTION
Job is a position in the employment at a place of work for which candidates are appointed
to carry the specific duties and responsibilities. An organisation comprises of different types of
jobs in the departments that exist in there (Könsgen and et. al., 2018). There are certain
documents such as curriculum-vitae, personal specification, cover letter and many more which
prepared for their particular purpose. This part of the report is about the CV and cover letter
which are significant from the perspective of an employer as well as employee. These helps in
providing the information about the candidate and what are the expectations of the organisation
from the applicants.
MAIN BODY
Curriculum Vitae
It is a document which is presented in a summary form of the experiences and skills
possessed by the individual who is going to apply for a job. It should include all the necessary
details which may provide a clear view about the applicant. A CV for the position of dinging
room manager has been provided below:
Curriculum Vitae
Name-
Address-
Phone No.-
Email-
Objective
Hard working, highly motivated young professional with management experience in diverse
industries. Possesses excellent communication, problem solving and leadership skills. Fully
current capabilities while embracing new challenges and leaning opportunities. Career minded
and searching for an entrylevel position with an opportunity for advancement.
Skills
 Good communication Interpersonal skills
 Team management
 Organisation skills

 Microsoft and basic computer skills
 Problem solving skill
Work Experience
Dining Room Manager
Trattoria Raffaele- November 2018- April 2018
 Expertise in problem solving, hospitality and quality assurance
 Managed 30+ servers, bartenders and other staff on a nightly basis.
 Trained over 75 new employees as a Certified Classroom Trainer.
 Piloted new liquor and bar training program.
 Prepared Daily Sales Report and Items Sales Trends.
 Held responsible for general office and accounting duties. Provided on a daily basis in a clean, safe and sanitary manner.
Dining Room Manager
Minted Lounger- May 2018- December 2019
 Summary of responsibilities include but not limited; Executing Five-star service,
establishing and enforcing standards of service.
 Staff scheduling according to weekly forecast.
 Effectively lead and participate in team oriented environment.
 Remove staff and guest issues objectively as they occur.
 Introduced and hosted wine tasting events featuring Local Winemakers.
 Created training manual procedures for service staff.
 Actively communicate among management team combining department resources to
ensure flawless execution.
Education
High School Diploma (Gateway High School, Peter St. UK) – 2012
Bachelor in Hotel Management (Cardiff University) – 2014
Master in Hotel Management (Cardiff University) – 2016
Certificate course as Chef- 2017
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Language known
 English
 French
 Italian
Nationality- British
Cover Letter
This document is attached with a job application which explain the credentials of the
candidate. Furthermore, the interests of the applicant is also discussed for the vacant position. It
is sent to the potential employer for making the candidate present for the interview (Borisyuk,
Zhang and Kenthapadi, 2017). It comprise of details that are possessed by an individual which
are included in the document. It is also presented in a summary form.
Cover Letter
Feb 3, 2020
Mr. Rose Smith
The Grapevine Shoreditch
Address- 124, Shoreditch High St., Hackney,
London, E1 6JE, United Kingdom
Dear manager,
I am writing in response to the position of Dining Room Manager, advertised as being open
with your company at this time. I am a talented Dining Room management professional with
skills and experience in personal direction, staff guidance, training, and management of many
programs in wine and dishes. My education and extensive background departments and
management abilities, have allows me to dramatically improve food and beverage department
and functions throughout my career. Now I am interested in bringing my more than one year
dinging room management experience and abilities to work for your company.
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My ability to work as a team player, meet deadlines and go the extra mile, together with my
penchant for detail, have contributed to my success in my chosen career. I have performed a
wide variety of activities, including conducting programs for the staff, training the personnel,
program development obtaining feedbacks and so many other activities. My background
includes experience in formulation of policy, designing the menu, training and similar activities.
An effective organizer and planner with a history of meeting all assigned goals, I am able to
interact well with staff members at all levels, as well as with top managers and other lower
levels workers. What I would bring to any position includes effective communication skills-
written as well as oral- leadership and team-building ability and a proven commitment to first-
rate service and satisfaction.
The accompanying resume can give you an idea of my potential for making a worthwhile
contribution to your company. I believe it may be mutually beneficial for us to meet. I will call
your office next week to inquire about the possibility of such as meeting.
Thank you for your time and consideration.
Sincerely yours,
Jackob Thomas
CONCLUSION
From the above report, it has been concluded that job application is vital for every
company which helps in selecting the appropriate, eligible and skilled applicant who can perform
the assigned tasks and responsibilities. There are different requirements for all the vacant
positions in the organisation which should be filled with good performing employee in order to
achieve the goals and objectives.
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REFERENCES
Books & Journals:
Könsgen, R., and et. al., 2018. Finding meaning in contradiction on employee review sites—
effects of discrepant online reviews on job application intentions. Journal of Interactive
Marketing. 43. pp.165-177.
Borisyuk, F., Zhang, L. and Kenthapadi, K., 2017, August. LiJAR: A system for job application
redistribution towards efficient career marketplace. In Proceedings of the 23rd ACM
SIGKDD International Conference on Knowledge Discovery and Data Mining (pp.
1397-1406).
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