TOUR-451: Restaurant Concept Paper and Hotel Operations Design

This report presents a comprehensive restaurant concept designed for a hotel property, addressing key aspects of hotel operations and restaurant management. The report begins with a detailed menu design, offering both A la carte and set menu options with diverse cuisines. It explores various service styles, including table service, English service, and French service, highlighting their advantages and disadvantages. The dining room decor is described, emphasizing design elements like lighting, mirrors, and color schemes to create an inviting atmosphere. The report then delves into the food style, targeting a creative and encompassing culinary experience tailored to customer needs. A specific target market is identified, focusing on high-income, business-oriented travelers seeking a luxurious ambiance. The marketing strategies include global distribution systems, website development, and online travel agency collaborations to reach the target audience. The report also incorporates the latest industry trends, such as virtual communities, sustainability, personalization, and the use of robots. The design, decor, and menu features are discussed, along with the inclusion of room service, providing a holistic view of the restaurant's operational and strategic elements.

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Hotel operations

Hotel Operations 1
Contents
Menu design..........................................................................................................................................2
Service style..........................................................................................................................................5
Dining room décor.................................................................................................................................6
Food style..............................................................................................................................................7
Target market........................................................................................................................................7
Marketing..............................................................................................................................................8
Latest trends in the industry...................................................................................................................8
Design, décor and menu features...........................................................................................................9
Room services.....................................................................................................................................10
References...........................................................................................................................................11

Hotel Operations 2
Menu design
The hotel will offer two type of menu, A la carte and a set menu. The special events
will go for the set menu and rest of the time the hotel will offer A La carte menu.
A LA CARTE
Starters
Mango tofu $6.99
(Mango pulp enriched with the coconut milk)
Kakori Kebabs
$8.99
(Meat spruced with some chaat masala and served with fresh mint chutney)
Spring roll $8.99
(Thin pastry with the noodles inside)
Vegetable Snow $11.99
(Various vegetable with the authentic taste of the herbs)
Mains
Roti Canai $5.99
(Homemade crispy Indian style pancake served with curry chicken and potato dipping sauce)
Plain Hainanese rice $12.99
(Rice with the chicken fats)

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Paneer butter masala with two chapattis $13.99
(Cheese cooked in gravy and topping with butter)
Adrak gobi achari with two naan $10
(Cauliflower with spices and ginger)
Desserts
Kheer $5.99
(Rice cooked in milk and topping by safron)
Kulfi $7.99
(Flavoured milk freeze in the form of ice cream)
Fresh baked Malaysian green tea cake $8.99
(cake flavoured with the green tea)
Apan balik $5.99
(Buttery pancake in the thick and thin form)

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SET MENU
Grilled Caesar Salad $8.99
(Sharp Caesar dressing, with grilled lemon and parmesan)
Wild mushroom Bruschetta $11.99
(Green pepper corn cream, shaved parmesan and truffle oil)
Duck Rillettes
$10.99
(Juniper scented sour dough, roasted kalamata olives, house made raisins and conflit egg
yolk)
Lobster Fritters $9.99
(Charred corn foam, crispy chorizo and chilli oil)
Smoked Acadian Sturgeon Carpaccio $11.99
(Pickled quail egg, crisp bacon spears and charred cherry tomatoes)
Custard pie $8.99
(Uncooked custard with pie cake)
Chocolate cake $9.99

Hotel Operations 5
(Dark chocolate cake with the authentic cake)
Service style
The service style offered by the hotel will be:
Table service: The table service is deliberated as a wide class of service style comprising
English service, pre-plated service, American service and more. In the form of table service,
guests are placed at the table with laid concealment and hotels from the menu. The guests are
met with eye contact and heartfelt pleasure. The guests are addressed as sir or madam by the
waiter. If the name of the guest is known then they are addressed by title and surname. In the
table service, the guests are assisted in seating according to the number of persons or special
requests. In the table system, the least desirable areas are near to the side stations,
dishwashing area, kitchen and more. Such sittings are offered only if all the tables are full.
The menu is offered first to the women, then host and circular to other persons. The kids are
also given special attention. At the time of assisting the guests, the waiter must have a good
considerate of the person who ordered what course.
English service: The English service necessitates the food to be positioned on the big platters
or crockeries. Such food shares are offered to the guest’s table by attendants. The host checks
and agrees the food and the same is offered on the table. The guests permit the food around
the table and assist themselves. The guests can also be asked to oblige food by the waiter. In
some instances, the host can also ask the waiter to serve the food. The English service is a
communal kind of F&B service style due to service ease. The waiters in the English service
are not required to be much skilled. This style has a major disadvantage as it is difficult to

Hotel Operations 6
control the portion sizes. Since the last guest who gets obliged does not sufficient proportion
if others have taken more (Gulluce & Erkilic, 2016).
French service: The French service is a quite comprehensive and greatly expert type of
service. It is quite intricate and luxurious service. The cooks in the French service validate
culinary skills by cooking a meal in front of guests. VIPs and VVIPs are also offered with
this form of service style. The plated entrees are obliged from the right and rest dishes from
the left. The drinks are served from the right. The French style service is deliberated
luxurious as it comprises qualified waiters to serve in a specific manner. The ambiance and
décor of the hotel will be high in luxury. All dinners are even offered with individual
attention (Salman, et al. 2017).
Dining room décor
The dining room of the hotel will be decorated with oversized pendant lights and will
make a bold and expensive look statement. There will also be one big stand out chandelier as
it will be a great way to fix a high-end scene. There will also be a stylish sideboard and a
sparkling mirror. The mirrors will be set against the rolling feature wall for further effect (Hu

Hotel Operations 7
& Gou, 2018). The colors will be used in unanticipated ways. The masks in the dining room
will be decorated in the for bright volumes.
The guests can feel ease therefore dining décor will be focused. Plush seating will be
opted with the moody tones and dim lighting to form an intimate atmosphere. There will also
be beautiful moldings and wooden beams. There will also be an unconventional seating
arrangement. As a part of the decoration, the hotel will also display its impressive wine
collection.
Food style
The food style of the hotel will be truly encompassing. The hotel will offer creative
menu options and beverage packages which will grind appetite and empower visitors. There
will be an impression of the different culinary offerings available for the specific event. It
will range from light coffee breaks to the imaginative lunchtime options and will be extended
to comprise exquisite gala dinner menus (Ramanathan, Ramanathan & Zhang, 2016). The
guests will also be offered a memorable experience by drawing a unique concept mainly
tailored to the wishes and needs of the customers.
Target market
The differentiation strategy will be profitable to regulate the market by capturing a
large portion of the targeted market by offering products and services needed by people. This
strategy can be used by extricating the segments into smaller parts. The differentiation
strategy will result in tailoring unique products and services for each segment. It is going to
be a luxury brand, therefore it will be intended to target majorly to the customers who pursue
a silent and deluxe atmosphere during their stay. Such customers will be majorly around the
age of thirteens, who earns a normal high income and generally voyages for the business
purpose (Verma & Chandra, 2018). So, the customers to be targeted by the hotels will be
individualistic, urbane and self-defined travelers who are likely to spend enough cash on the
stay for traveling for the corporate purpose. The hotel will have a purpose to offer guests the
simple elegant atmosphere which will enable clienteles to feel affluent and contented without
any interruption. The hotel will offer luxury guest rooms and suites presenting luxury
beddings, high-speed internet, expansive work areas, attractive executive lounge and owing
spa and massage service (Rahimi & Kozak, 2017). The hotel will promise to handle the
request of the guests and in a precise manner. This way customers can anticipate the desires
and experiences to be greatly satisfied.

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Other than this, the hotel will also target the customers who look for high standard
cookery and cookery in the hotel. The hotel will provide authentic cooking with fresh
elements and old-style culinary skills. The expert chefs will be hired along with professional
servers to offer a dining experience to the customers. The customers choosing the hotel can
anticipate pursuing for a high standard for the fine dining experience. On the other side, the
hotel can also anticipate earning a higher revenue by offering a high-quality service and
environment to the customers (Kang & Hahn, 2017).
Marketing
The hotel will do marketing to content the needs and demands of the guests. The
strengths and capabilities will be used to match the market requirements and necessities.
Hence, the hotel will advance a bigger picture of position in the market to endure feasibly and
sustain a practical competitive advantage. Effective marketing is an effective advantage for
advancing a definite action plan for the expansion of sales volume and revenue flow into the
company. The marketing enables the company to attain a greater penetration into the market
and for enhanced profits (Williams & Benjamin, 2017).
The marketing will be done by the hotel in a link to all the features. The hotel will be
keen on stipulating their accessible services. The hotel will practice strategy to follow global
distribution systems to empower automated transactions between travel providers and travel
agencies. Linking hotels to a GDS provider can assist the hotel in getting bookings through
hundreds of travel agencies globally. These systems are even helpful in targeting specific
travelers comprising those volunteering from home turf on business. Add on, the hotel will go
live with a prodigious website. The website is deliberated to be a significant distribution for
the business and is considered a good marketing strategy. It is the place, where persons can
acquire round the individual business and take a decision to stay. This strategy is helpful in
creating online sales (Quarshie & Amenumey, 2018). The hotel can also endorse itself with
online travel agencies which can result in thousands of bookings in the long-term.
Latest trends in the industry
The latest trends which have reshaped the hospitality industry are given below:
Virtual communities: The social networks and specifically TripAdvisor has a deep influence
on the customers. This trend has even created transparency and enhanced the superiority of
the services offered by hospitality organizations.

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Sustainability: The customers nowadays are progressively concerned with environmental
matters and like to see how ethical business is conducted. Sustainability has become one of
the remarkable hospitality trends in the current scenario. It is even helpful in promoting the
business through eco-friendliness. The example of sustainability is also reflected in the
practice of hotels promoting vegetarian and vegan options. The hotels have even started to
utilise of smart light bulbs and smart heating in order to save energy (Dos Santos, Méxas &
Meiriño, 2017). In the case of the accommodation sector also sustainable practices are
followed by making use of more sustainable materials like bed sheets, towels, and tissue
papers.
Personalization: Personalisation is one of the latest trends in the hospitality industry. The
personalization is majorly determined by the big data. The guests in the hotels prefer to be
preserved as individuals than just another unspecified patron. The personalization can be
arrayed in hospitality in the different forms. For instance, the customers coming for the next
time should be routinely offered with alike services as offered last time. The customers are
even personally hailed by a staff member upon arrival by making usage of GPS technology
and booking data. Moreover, the upsurge of smart devices enables visitors to use their own
devices and accounts on entertainment platforms (Dzia-Uddin, Hashim & Isa, 2018).
Robots: Robots are one of the thrilling hospitality trends. The robots are machines erected to
convey out the complex tasks autonomously or semi-autonomously. These are generally
fortified with artificial intelligence and assist in operating hospitality by creating cost, speed
and precision enhancements. For instance, Robert doorman answers to human speech and
even response the questions (Bagnera, 2017). The travel agencies have tested with the robots
to pre-quality customers as they wait to the state to the agent
Design, décor and menu features
The hotel design will embrace a story. Such designs have been identified to be
sophisticated nowadays as travelers are having more taste in design and art. The hotel will
pick the right destinations in order to appeal to guests. The rooms will contain fluffy beds
with a luxurious feel. Different kinds of lights will be used to create a required ambiance
(Yaemjamuang, 2017). The lights will also showcase the decorative art pieces. The fabric
will be used in the drapery which suits well with the bedding. Moreover, two different
materials will be used in the drapes, one which completely blocks the sun and the other one
will be transparent.

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The décor in the hotel will be luxurious and furnishing will be selected carefully with
high attention. The suites and guestrooms will also be tastefully decked with greater quality
furnishings and reliable enterprise with sufficient space, large size beds, finest bedding, and
deluxe products (Karim, Ahmad & Zainol, 2017).
The menu of the hotel will be logical and organized. The items will be listed with the
categories. There will be a wide range of prices. The menu will cater to the less hungry
people to the persons who are starving. The menu will also focus on the currency sign
(Zaitseva, et al. 2017). It is because if the dollar signs are large then the customers feel that
they are paying more. There will also be minimal photography on the menu as it is not
effective in sell. In spite, there will be an illustration. The obtainability of room service is a
significant element in the full-service hotel.
Room services
The room service will be offered to oblige guests. The guest will be having more ease
towards the hotel. It will also be added to their experience in the hotel. The guests can enjoy
meals in their rooms and can even order when the dining area is closed. The guests also
prefer to seek out for room service out of necessity, for the expediency and also for the sense
of luxury (Cox, 2018). The room service assists the business travellers in continuing work
from the room without pausing. The guests coming late and going early are also guaranteed
access to the meal.

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References
Bagnera, S. (2017). A (diamond) cut above the rest: improving hotel operations based on
TripAdvisor rating attributes. Boston Hospitality Review, 5(3), 1-15.
Cox, C. (2018). A simulation approach to hotel revenue management training. Journal of
Revenue and Pricing Management, 17(5), 356-364.
Dos Santos, R. A., Méxas, M. P., & Meiriño, M. J. (2017). Sustainability and hotel business:
criteria for holistic, integrated and participative development. Journal of cleaner
production, 142, 217-224.
Dzia-Uddin, D. N., Hashim, S. A., & Isa, Z. M. (2018). Self-service technologies influencing
guest satisfaction in hotel industry. Journal of Hospitality and Networks, 1(1), 25-31.
Gulluce, A. C., & Erkilic, E. (2016). Analysis of Organizational Silence Attitudes of Hotel
Operations’ Employees by Structural Equation Model: Examplary of Rize
Province. European Scientific Journal, 12(19), 9-31.
Hu, J., & Gou, Q. (2018, June). Theoretical Exploration and Practice Path on Hotel
Management Curriculum Group. In 2018 2nd International Conference on Education,
Economics and Management Research (ICEEMR 2018). Atlantis Press.
Kang, S. W., & Hahn, S. E. (2017). Environmental Information Disclosure in the Hotel
Sector: Global Reporting Initiative Application. Journal of Environmental
Assessment Policy and Management, 19(04), 1750019.
Karim, M. H. A., Ahmad, R., & Zainol, N. A. (2017). Differences in hotel attributes: Islamic
hotel and Sharia compliant hotel in Malaysia. Journal of Global Business and Social
Entrepreneurship, 1(2), 157-169.
Quarshie, J. M., & Amenumey, E. K. (2018). Utilisation of information and communication
technologies in hotel operations in the central region of Ghana. Journal of Hospitality
Management and Tourism, 9 (1), 1, 13.
Rahimi, R., & Kozak, M. (2017). Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism
Marketing, 34(1), 40-51.