Hospitality management assignment on a comparative study of afast-food chain and a fine dining restaurant in the UK
Question
Task: Can you research two types of restaurants, one a fast food restaurant and the other a fine dining restaurant? Can you make a comparative analysis of both restaurants in your hospitality management assignment?
Answer
Introduction
Restaurants fall under the different classification as per the menu style, pricing, and preparation methods, as well as the means of food services to the customers. There are different types of restaurants, including the Dine Dining, Casual Dining, Cafes, Fast food and Buffet (Hlee et al., 2019). Each restaurant is different from one another on differentterms, and in order to outline the key differences, the implication of the comparativestudy of the restauranttypes is essential. In this hospitality management assignment, a comparative study on the fast-food chain and a fine dining restaurant in the UK will be executed.The selection of CostaCoffee as the fast foodchain and The Ledbury as the fine dining is made to ensure that the clear identification of the key difference in both the restaurantsis outlined.In the context of executingkey differences, the factors like the menu design, layout pricing, marketing, quality management as well as HR management are considered. Measures will be taken in this hospitality management assignmentto demonstrate the comparison between both Costa Coffee and The Ledbury in a critical manner.
Hospitality management assignmentoutlining the Menu design and layout, menu offering and pricing
The fine dining restaurants are sophisticated with specific meal courses. The menu of The Ledbury is a la carte design. On the other hand, the use of static menu design at the same time is usedin the Costa café. Tarigan et al. (2020) were in the view that the menu design and the layout are effective in reflecting the service quality along with the variety of food offered. In a similar case, The Ledbury has been using the categories in the menu and the layout as per the a la carte design is effective in presenting the distinct categories of the food. The different sets of food offered for lunch, evening snacks, dinner and dessert are categorized differently so that a clear idea about the different food offered is presented. The combination of the food presents arenot static and change from one season to the other.However it can be stated in this hospitality management assignment, the menu layout remained the same. The use of light brown colouras a background theme in the menu has been used to provide a sophisticated look that develops a sense of loyalty to the customer while they read the menu (Centralmenus. co, 2022). On the other hand, the static menu design of Costa Coffee is used and the menu offereddoes notchange and remains constant.The difference categories of food on this menu are made on the basis of food type. It includes the categorizers like coffee, pastries, main meal, hot chocolates, biscuits, snacks and many more. Theoptions to pick from are more to the customer as compared to that of The Ledbury. The menu of The Led bury is mainly the main course meals. The menu, in this hospitality management assignment, includes a description of the food that is effective in developing a clear idea of the item from the menu that the customer is ordering. On the other hand, Costa Coffee offers simple food that is not complicated, and the description of these foods is not needed.The use of simple names in menulike Carrot & Walnut Cake, Blueberry Muffin and Caramel Waffles are offered by Costa Coffee.The Ledbury is offering a fine combination for both the lunch and the dinner to the customer. The customer, while ordering, needs to select the options, and they are not allowed to select just one item. On the other hand, in the case of Costa Coffee, the customer could order just one item as per their wish, and they are not bound to order all the items at a time (Menuprice. co, 2022). Chua et al. (2020) stated that the priceplays a vital role in differentiating one restaurant from the other. In the case of fast food restaurants such as Costa Coffee, the prices are nominal and easily affordable for the youth. The price range varies from £1is to £10, and thus it can be stated that the price is reasonable (Menuprice. co, 2022).On the other hand, as the fine dining restaurants are costly due to the availability of food in the different combinations, the price varies in the range of £80 and £155. Thus, it can be stated in this hospitality management assignmentthat Costa Coffee and Ledbury are different from each other on the basis of the menu (Centralmenus. co, 2022). The Ledbury, on the other hand, is offering drinks at the same time. The prices of the fine dining are high as compared to that of the fast food businesses.Thus it can be stated in this hospitality management assignment, fast food is effective in targeting the younger generation spending their pocket moneyon light and fancy foods. On the other hand, fine dining, such as The Ledbury, targets the wealthy customer, mainly the affluent class.
Hospitality management assignmentoutlining the Marketing, advertising and merchandising
The use of Costa Coffee in this hospitality management assignmentfocuses on digital media marketing. The means of social media marketing is adopted, so that customer attention is gained. The use of the regular circulation of the attractive pictures is done on the social media sites as the marketing strategies.It is togain the attention of the customer towards the restaurant (Putri et al., 2020).Sitorus et al. (2021) were in the view that the adoption of the proper marketing strategies is essential in grabbing the attention of the customer in the best possible manner. Costa Coffee has been using the word of mouth publicity from its customers as per the analysis in this hospitality management assignment. The brand images have been effective in driving the attention of the customer and thus execute success in the development of sales. The use ofpersonalized marketing like offers and discounts are taken into consideration by the fine dining business like The Ledbury. The restaurant is effective in deriving the attention of the customers by offering a variety of food combinations. It is seen in this hospitality management assignmentthat the restaurant has been providingdiscounts on special offers so that customerattention can be derived(Ometria.com, 2022).The merchandise of The Ledbury is more classic and elegant in nature. The use of cutleries and the decor of the restaurant are kept sophisticated so that the customer is able to feel the royalty of the restaurant. It will be effective in deriving the attention of the customers and thus provide them with the best experiences of the fine dining restaurant (Ometria.com, 2022). Weijo et al. (2018) stated that the merchandise used by the restaurant is servings as the unit that is productive in reflecting the mood of the restaurant types. The use of disposal cutleriesand the trendingdécors are used so that the customer could feel light and their mood gets uplifted.
Figure 1: Reusable sups by Costa coffee
(Source: Costa.co.uk, 2022)
Thesustainable products merchandiseoffered by Costa Coffee hasits independent designers from around the worldfor the execution of smart brand marketing. It is productive in creating the marketing measures that are efficient in deriving the attention of the customer and develop loyalty. It is seen in this hospitality management assignmentthatit is acting as a good source of the advertisement by Costa Coffee. The merchandise like the poster, T-shirt home decors and the other gifts are effective in attracting customers, and they tend to act as the sources of marketing prospects for Costa Coffee in an effective manner (Costa.co.uk, 2022).
Approach to quality management in the Hospitality management assignment
Quality management is the overall service that the business is providing to the customers. The sanitization, standardrecipe, ingredients as well staff behaviours are conducted while evaluating the quality management of the businesses. The reviews and the feedbacks of the customer to the restaurants are the key indicators to understanding the quality management executed by the respective businesses.
Figure 2: Review of the Ledbury
(Source: Tripadvisor.com, 2022)
As evident from the above image, the customerreviews on the service quality and management are goods. The food quality of the restaurant has been rated 4.8 out of 5, and the service quality has been rated 4.8. It is effective in reflecting the fact thatThe Ledbury is effective in serving the customer with their qualityperformance. On the other hand, it can be evaluatedin this hospitality management assignmentthatthat The Ledburyis willing to keep the customer satisfied and thus tends to utilizethe best services executions. The ambience of the restaurant is rated as 4.8, which is good and has the efficiency to make the customercomfortable. On the category of values, the rating received by The Ledbury is 4.4 (Tripadvisor.com, 2022). Overall evaluationreflected that the Ledbury has the efficiency in serving its customer as per their needs and thus are tending to execute services which are in developing customer satisfaction.
Figure 3: Review of Costa Coffee
(Source: Trustpilot.com, 2022)
At the same time it can be said in this hospitality management assignment, the reviews of the customer for Costa coffee are not good.The overall 2 stars as ratings are received by the café on its customer serviceses.55% of the customers stated that theirexperience with Costa Coffee were bad (Trustpilot.com, 2022). Hospitality management assignmentreflected that Costa coffee is unable to meet the satisfaction of the customer and their quality management is not up to the market standards. Costa coffee needs to work on its quality management so that the customer preference is meeting and the services executed by the café have the ability to satisfy the customer.
Thus, it can be stated in this hospitality management assignmentthat the fine dining restaurant, The Ledbury, has better quality management when compared to that Costa Coffee. As per the reviews and the feedback of the customers, overall services in The Ledbury are far better when compared to that of Costa coffee. Hospitality management assignmentshowcases that Costa coffee needs to work on its quality services so that the business is able to serve the targeted customers as per their needs.
HR management
The human resources management within a restaurant is effective in reflecting the service the customer receives. The ways the recruitment is done along with the other service facilities that the restaurant is offering its employees are the correlated to the service efficiency of the workers. The behaviour of the workersis more likely to be an essential reason for the development of the brand image of any restaurant (Kravariti and Johnston, 2020). Mostly in the case of the fast food chain, initiatives likerecruiting the youthworkers who are seeking part-time employment to sustain their living while there are engaged in any academic courses. The paid and the unpaidinternships are also offered by the fast food business so that the worker willing to get employed atfewer wages could be gained.Similar is evident in the case of Costa Coffee. The energeticyoung employees are the first priority of the Costa Coffees so that the youngertargetedcustomer age group could be attracted (Costa.co.uk, 2022). On the other hand it can be seen in this hospitality management assignment, The Ledbury focuses on the efficiency of the employees and iswilling to employ the expert so that the quality services are executed. The work experience and the service quality of the workers, and the needs for the required post are evaluated beforerecruiting the employers. Ledbury, at the same time, is concerned about the safety of the employees and follows the Employment Law (Theledbury.com, 2022). However, in the case of Costa coffee, themeasuresand rewards strategies are adopted by the HR team so that the youngworker isencouraged to actively serve the customer. Thus it can be said in this hospitality management assignment, the HR strategies of both Fine dining as well as fast food chains are different to one another.
Conclusion
It can be concluded from the comparative study betweenThe Ledbury and Costa Coffee that the fine dining restaurant and the fast food chains are poles apart from each other. The cost of food is affordable in Costa coffee and has large options of coffees, drinks, and meals. The servings of The Ledburymight arecostly, but theexperience and the ambiences of The Ledbury are far better than that of the Costa Coffee. Thus it can be said in this hospitality management assignment, both the restaurants shows their own key strengths that are effective in categories them as per their uniqueness. Each restauranttype has theircustomer baseand it is must for the business to retain the specialist of their service strategies so that the customerscouldget the best experiences.
Reference List
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