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Effective Strategy of Restaurant Management

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Study of Effective Strategy of Restaurant Management

Marriott hotel, Heathrow in London is a four star luxury hotel. Its restaurant the Tuscany Ristorante, an Italian Specialty restaurant and Allie’s American Grille, a traditional steakhouse restaurant are its main attractions. Apart from these two, Starbucks Coffee house, Bar Hemia and Atrium Lounge and Bubbles Bar are also very important for its business. Off late the recession scenario and other problems like increasing competition, etc. have forced the hotel authorities to garner new strategies to increase the magnetism of its restaurants.
Restaurants are a source of added revenue for the hotel. A functional restaurant in the hotel is a way of ensuring that, a considerable amount of business is going to come into the hotel.
The restaurants bring in a great amount of business to Marriott thereby contributing to its overall growth and profitability. Importance of restaurant management is thus, very critical to the hotel management. In order to maintain and further enhance the reputation and goodwill created by the hotel over all these years it is very essential to control each and every aspect. The restaurant plays a major role in building or tarnishing the image of any hotel. Therefore, to ensure continuity in quality standards it becomes imperative to manage the restaurants proficiently. As the hotel is located near the Heathrow airport, it witnesses a continuous gush of national and international clients.

This dissertation primarily is aimed at identifying the effective strategies for restaurant management for hotel and the subsequent impact on the hotel’s performance. Underlying objectives of study are studying the hospitality industry focusing on Marriott hotel, analyzing customer perception towards hotel’s services and providing recommendations. Primary data, for research purposes has been collected by survey of customers of the hotel. Secondary data, on the other hand, has been collected with the help of journals, articles and books. Data analysis has been done using thematic analysis which is a qualitative method. From the overall research it has been concluded that to survive in a fiercely competitive market, it becomes very essential to adopt effective strategies for managing a hotel restaurant. Continuous improvement in the quality of Food & Beverage services along with other aspects of a hotel has become very imperative. All these features have a significant amount of impact on the hotel’s overall performance and therefore should be effectively monitored.
From this research, it can be concluded that the impact that restaurants have on the business of Marriott is quite high. The hotel has viewed significant increase in traffic due to opening of its restaurants and bars. Therefore, it becomes very essential to increase the attractiveness of its restaurants in order to capture a larger market share in fine dining as well. The findings as obtained by the thematic analysis have been fruitful in fulfilling the purpose of the research to a great extent. It has provided insights into the spheres in which the restaurants are excelling and the ones in which improvement is required.

1: INTRODUCTION

The dissertation primarily aims at researching the effective strategies of restaurant management and their impact on the hotel. The industry that is under the purview for this research is the hospitality industry, and organization in particular is Marriott Hotel, UK (Lashley and Morrison, 2000).
It is quite evident that restaurants are a major attraction of any hotel apart from its location and rooms. A restaurant is an establishment that prepares and serves food and beverages to the guests in return for money. It is very important to have a quality restaurant for a hotel as; it has a great influence on performance of the hotel (Hair and et.al., 1998). Managing restaurant is a major task for the hotel management. Customers get displeased very easily; even a minute fault or gap in service can lead to too many complaints and dissatisfaction. In this order, dissatisfaction with food and drinks is the most visible one. The price, quickness of service, and atmosphere of a restaurant affect restaurant customer satisfaction in addition to the quality of both the food and service. Therefore, it is imperative for the hotel management to properly maintain and improve their restaurants. The manager must focus on maintaining adequate stock, recruiting the right people and scheduling their work properly, interacting with the customers (Hofstede, 1991).

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1.1 Research Aim & Objectives

Aim: To identify the effective strategy of restaurant management and its impact on hotel performance.

Objectives: To analyze the relative importance of customers’ perception or attitude in the hospitality industry: To study the importance as well as the impact of both these factors in order to identify effective strategy for restaurant management.

1.2 Literature Review

Hospitality is one of the fastest growing industries in the world. This has led to the introduction of a number of hotels all around the globe. Hotels no longer are just a place to stay but have developed into commercial establishments which offer lodging, restaurants, lounges, bars etc. Restaurants have become an integral part of world class hotel chains such as Hilton, Marriott, etc. Restaurants in hotels are characterized by their ambience, exclusive menus with a focus on quality food and services. In the current business environment, restaurants have become a source of competitive advantage for the hotels (Hofstede, 1980).
From last few years, the hospitality sector has been considered as the natural outcome from the environment or culture of any nation and resources of a particular territory. Competition between hospitality service providers is rising at an increasing pace due to continuous increase of demand of tourism services and the request for high standards by the customers. It highlights how the attraction of touristic end is influenced by standards of the local hotel service providers (Slattery and Roper, 1986).
In present scenario the fundamental elements are to improve buyer’s satisfaction and offering high services, and are commonly identified as, the fundamental elements and increasing the performance of the hospitality companies. The hotels with good service quality would definitely improve their profit. In a competitive environment, the industry offers homogenous services, so the individual hotelier must be able to satisfy consumers better than their competitors (Solomon, 1996).
To obtain loyalty and be more important than other competitors, hotel must be competent to gain a high level of buyers satisfaction for the service provided (Triandis, 1995). Many academic researchers analyzed the perception of hotel attributes as the level to guest could find various services and facilities vital for their stay in the hotel such as price, location, cleanliness, security, physical attractiveness, F&B services, ambience of the restaurants, personal services, opportunities for relaxation, appealing image, standard of services and reputation are recognized in decision making by travelers to access the quality (Triandis, 1994).
Customers often evaluate various hotels on the basis of restaurants present in them and services offered by them. Restaurants help in attracting tourists to a particular hotel. Thus, due their increasing significance more and more hotels are focusing on their restaurants as well. Marriott hotels understood the importance of restaurants in attracting and since have been working on improving them as well as using as a method for gaining advantage over its competitors (Allin, 1999).
The industry that is under the purview for this research is the hospitality industry, and organization in particular is Marriott Hotel, UK. Marriott is an international chain of hotels which operates across the globe. In London, Marriott is located in the Heathrow area with a capacity of 393 rooms. There are various effective strategies that can make the restaurants of Marriott more attractive for guests and thus have a positive impact on the performance of the hotel (London Heathrow Marriott Hotel, n.d).

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1.3 Research Methodology

Problem Statement: To identify the effective strategy for restaurant management and its impact on the hotel’s performance.
This research extensively focuses on the importance of a well managed quality restaurant for a hotel in terms of performance. It covers the analysis of effective strategies in restaurant management.
Type of Research - Exploratory research

1.4 Data collection method

Primary Data - Through in depth interview with customers who have experienced the restaurant services provided by the Marriott.
Secondary Data- Using text books, journals, articles, research papers etc.

1.5 Sample size

For interviews- customers who have experienced the restaurant services of Marriott

1.6 Data Analysis

Using Thematic Analysis

1.7 Limitations

1.8 Potential Problems

Research extensively focuses on the Marriott hotel and the effective strategies adopted by the hotel for increasing the attractiveness of its restaurants. Data collection for this is obtained through interview method and literature review of various text books, journals, articles and case studies.
Potential challenges which could be faced while conducting this research are-

1. Unavailability of secondary data: Customer perception about a Hotel and its different feature like a restaurant is a subject on which limited secondary data is available. All the information available will be mostly from articles, journals and blogs.

2. Time consuming process: Both methods of data collection are extensive and time consuming processes. Conducting the interview and analyzing them will take almost 15 days to complete. After that review of the literature from various sources is a lengthy process as well.

3. Analysis of secondary data: Thematic method will be used for data analysis. Now this method depends on the expertise of the researcher and his/her knowledge about the research topic. The approach in it is completely subjective so there is a potential problem of researcher’s biasness in the analysis and findings which may influence the final results.

4. Ethical issues

1.9 Data Analysis

Qualitative research design has been used for data analysis in this study. Qualitative analysis generally applies individual themes for data analysis rather than the physical units like words, sentences or paragraphs. This coding format is developed to code the text, so that the specific results can be simplified. To find out the higher precision, coding scheme is first employed on a sample of text rather than on complete text. This appears to be in consistency with our research observation, that’s why all units are coded into text and we check consistency of our coding. After processing the codes, a conclusion from coded data is drawn (Maxwell, 2005).
In this particular research, thematic analysis has been used, in which firstly proto themes are identified. After that names of those themes are finalized, followed by their detailed portrayal and illustration along with the meaningful insights about them with a few extracts from the original text to help the reader in a better understanding of its meaning.

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