Identify the stages and key issues in the planning and design process related to hospitality venues Evaluate the internal and external factors that affect an enterprise’s market position Identify and assess the key factors of a feasibility study for hospitality venues.
Students are required to visit and collect information on two (2) different types of hospitality venues, including restaurants, coffee shops, hotels, nightclubs, and shopping centre food courts. You will then develop a report to assess the feasibility of the two different venue types based on their physical planning and design aspects.
The report will include:
• A summary review of the venue types selected
• Details of the selected venues, including:
o Business name
o Target market
o Average customer spend
Hospitality industry is one of the essential part of international business industry that deals with the travel and tourism, accommodation, food and beverage and other businesses (ahsadvisory.com.au., 2015). The report is based on the business operation and scope of two hospitality venues namely Tetsuya's Restaurant and Ivy pool clubin the area of Sydney NSW, Australia. In order to examine the business pterions the report will discuss the background of the company, target market, consumer strength, legislative requirement, employee skill and management.
The impact of all these factors on consumer experience will be analysed with evidence under the light of appropriate theoretical concepts of strategic business management. The purpose of this paper is to analyse and validate the current significance of two hospitality venue planning, taking the two example venues under consideration.
Business details with licensing:
Tetsuya's Restaurant is owned and operated by renowned chef Tetsuya Wakuda from 2000. The Tetsuya's Restaurant is located at the centre of Sydney at 529 Kent Street. The restaurant is famous for its Asian and French dishes. Currently the restaurant offers 420 dishes and 280 types of beverages. Tetsuya’s Restaurant serves a degustation menu based on the Japanese philosophy of using natural seasonal flavours, enhanced by classic French technique. Tetsuya’s also offers one of Sydney’s most comprehensive wine lists with combine selection matching with ordered or served dishes. Tetsuya's Restaurant has the license permitted for restaurant and Cafe services across the Australia. Currently the restaurant is open for 12 hours per day which is 9 am to 9 pm to welcome the maximum amount of guests.
Target Market and consumers:
Tetsuya's Restaurant segmented the market by the national and economic background of the consumers. They offers special dishes as per the origin of the consumers nationally which has significant impact on the perception of test as well as flavour in each consumer (Tetsuyas.com., 2015). Apart from that being a 4 star restaurant, this business has to deliver top quality products to their consumers that makes the operational cost high. This high operational cost consequently boosts up the price margin of the product.
Therefore, the target consumers for this restaurant are from the medium to high economic background. On an average day, the restaurant serves around 180 guests with verity of dishes as per their choice. However, during the session of festivals or sports events this cunt increased up to 320 guests per day. The average customer spend is 400 to 600 AUD per head (McManus, 2013). In order to maintain the workflow the restaurant always ensures their efficient workforce count. In specific days, the restaurant also increases the operational hour up to 14 hours for a day. Hence, it is visible that this restaurant is making considerable amount of profit from the consumer range of Sydney.
Competitive point and management:
Sydney is place of leisure tourism and officials, which have made it one of the most ideal space for restaurant business in Australia. Therefore, there are many large, medium and small size restaurants situated across the Sydney. However in central Sydney the major competitors of Tetsuya's Restaurant are Restaurant Hubert, Prime Steak Restaurant, Mazzaro Restaurant, Rockpool Bar & Grill and others. Most of these are 3 to 5 star restaurants targeted to similar segmented of customers to generate profit. Another essential concern is the high bargaining power of the suppliers (Li, Ye & Law, 2013). The high number of top class restaurants are ready to pay for the supply chains and vendors, which is making the overall bargaining power high. However the threat form new entrance are very low. Starting a large restaurant for similar consumer segment will take complex legislative permission as well as initial capital.
Tetsuya's Restaurant has 4 different service departments to serves their guests while avoiding any employee count issues during the peak hours or peak sessions of the years. For this the restaurant has large amount of casual workers who are paid as part time basis as pr their working hours in a month. However, the full time employees are benefited by the high incentives policies, compensations and bonuses. The matrix organisational structure of this restaurant helps them to monitor and control the operating departments with optimum efficiency.
Business details with licensing:
Ivy pool club is a bar central pool and leisure club situated at the heart of Sydney where the potential count of visitors and guests can be highest among the other part of Sydney. The location of this hotel is 229 Georges Street, Sydney NSW (merivale.com., 2016). The club is famous for its luxury and comfort to the customer due to their quality of service they offer. Currently the club has 240 loyal customers or members because of their luxury and quality services. Ivy pool club serves various leisure services and facilities based on the subscription of the guests that is segmented as standard, premium and executive.
Ivy pool club has a unique design especially on corridors and also individual guest room and open air swimming pool. The club has a huge dance floor and deejay deck which gives premise for celebrating and dancing, these attracts most people to party at the club. Ivy pool club also offers one of Sydney’s most comprehensive food and beverage facilities. Ivy pool club has the license permitted for their guest’s accommodation, luxury services, event management, food and alcoholic (liquor license) as well as non alcoholic beverage services. The new law, which was implemented in Sydney stating that club should be locked out by 1.30am and the last drink should be sold at 3.00am has greatly affected the smooth run of Ivy pool club. They are currently operating in the Sydney and planning for farther expansion. The club runs from 8am to 3.am in the evening and can hold at list 1500 guest (Lee, Hallak & Sardeshmukh, 2016).
Target Market and consumers:
Ivy pool club segmented the market by the economic background of the consumers. Being a 4 star leisure venue this business has to deliver top quality accommodation services to their guests that makes the operational cost high. However they have segmented the operational process into several parts there each part is targeted to a particular segment of consumer. This high operational flexibility allows the large amount of consumers to take the facilities from this company. Therefore, the target consumers are from the medium to high economic background.
On an average day, the hotel serves around 250 guests with verity of facilities as per their choice and initial subscriptions (Boella & Goss-Turner, 2013). However, during the session of festivals or sports events this cunt increased up to 540 guests per day. The average customer spend is 1200 to 5000 AUD. In order to maintain the workflow the Hotel always ensures their productivity and staff count. To attract the consumers the restaurant provides specific facilities like free wifi, pool, bar, attached parking spots, huge dance floor and deejay deck for 20 hours.
Ivy Pool Club
Competitive point and management:
Many large, medium and small size national and international level hotels, restaurants, bars are situated across the Georges Street. Georges Street Sydney is place of leisure tourism and officials, which have made it one of the most ideal space for restaurant business in Australia. However in the heart of Sydney the major competitors of Ivy pool are The Scary Canary bar, Chinese Laundry club, Retro Nightclub, Marquee Sydney and others. Most of these have combined bar with restaurant facilities and dance floor targeted to similar segments of customers to generate high amount of profit (hotelmanagement.net., 2018). This situation is causing high bargaining power of the suppliers. However, government policies and licensing operation makes the threat form new entrance are high.
Ivy pool club has different operational departments who serves for both external factors as well as internal factors. To keep the 20 hours of operation up to the mark the management of this club arranges a flexible and comprehensive work schedule for their front desk employees. The aim of the management system is making their employees happy while avoiding any employee count issues during the peak hours or peak sessions of the years. For this, the restaurant has large amount of casual workers who are paid as part time basis as pr their working hours in a month (ferrierhodgson.com., 2016). At the same time, the permanent staffs are also benefited by the high incentives, compensations policies, occasional bonuses and increment in remuneration. The vertical or hierarchical based organisational structure of this leisure club helps them to closely monitor and control the all the departments while making them efficient enough to serve for their guests.
From the above discussion, it can be said that Hospitality industry is one of the essential part of international business industry that deals with the travel and tourism, accommodation, food and beverage and other businesses. From the above context it can be concluded that Sydney is place of leisure tourism and officials, which have made it one of the most ideal space for restaurant and hotel business in Australia. In both of these cases, the aim of the management system is making their employees happy while avoiding any employee count issues during the peak hours or peak sessions of the years. The employment structure of both organisations are flexible however strict in terms of performance.
Overview of the Australian Hospitality Sector.
Boella, M., & Goss-Turner, S. (2013). Human resource management in the hospitality industry: A guide to best practice. Routledge.
ferrierhodgson.com. (2016). hospitality insight Ferrier Hodgson
hotelmanagement.net. (2018). Why Australia's hospitality industry is booming | Hotel Management.
merivale.com. (2016). Ivy pool bar club about us.
Lee, C., Hallak, R., & Sardeshmukh, S. R. (2016). Innovation, entrepreneurship, and restaurant performance: A higher-order structural model. Tourism Management, 53, 215-228.
Li, H., Ye, Q., & Law, R. (2013). Determinants of customer satisfaction in the hotel industry: An application of online review analysis. Asia Pacific Journal of Tourism Research, 18(7), 784-802.
McManus, L. (2013). Customer accounting and marketing performance measures in the hotel industry: Evidence from Australia. International Journal of Hospitality Management, 33, 140-152.
Tetsuyas.com. (2015). About - Tetsuya's Restaurant Sydney, Australia | Tetsuya's.