Five phases of hotel development

activity
- conceptualization
- feasibility analysis
- financial commitment and
deliverability
- design and construction
- management and operation

Conceptualization
Adequate time and effort must be

allotted in the beginning of a project

to clarifying the original idea and
planning how it is to be executed
A hotel developer needs to examine it:
- What is my source of capital and how
is the financial model going to provide
return on investment?
- Who is my target audience
- What needs an I trying to satisfy

Feasibility Analysis
To determine whether the project is

feasible
Based on detailed study of the
factors involved in opening and
operating a successful hotel
Looks for evidence that supports or
rejects likely success of the concept

Financial Commitment and

deliverability
A critical turning point for the project
The developer must secure funding

and begin negotiations with

architects, designers and
construction and management
companies

Design and construction

Management or franchise agreement

are formalized and the management

and operating staffs are mobilized

Management and Operation

The new hotel staff must have the

project up and running by the

scheduled opening date
The marketing and sales staff are
fully operational and have working
to ensure that the hotel will have
guests from the first day
All front and back-of-the house staff
have been trained and prepared to
welcome guests.

Hotel Design
The planning and design activities

include:
- The work interior designers
- Who specify every aspect of the

hotels design including the

locations of guest rooms
Fabric selection
Furniture finishes
Carpet and wall selections
Bathroom layout

- Design and finishes

- Lighting design
- Artwork
- Uniform styles
- Telecommunication system
- Restaurant and bar service

concepts and dcor

- Number of electrical outlets in
each meeting room

Introduction
In the hospitality business, meeting the

needs and expectations of guest is

necessary for success, failure to meet
means they will not return and the
business will inevitably close
Market, menu and concept are basic tools
used in describing foodservice operations
Every operation, from small stores to
large chain restaurant organizations,
serves a particular segment of the overall
market for foodservice

 Each foodservice operation respond

to the needs and expectations of its

market through its concept and
menu.

Market segment
Knowing the customer should have the top priority

for foodservice management

Questions like Who is the customer? What are
their expectations? How much are they willing to
spend?
Market segment is a term used to describe
subgroups of consumers who share a specific set
of needs and expectations:- Economy factor: household income, countrys
economy
- Demographic factor: age, level of education, race
- Psychographic factor: lifestyles, social class
- Emotional factor: sad, happy
- Geography: convenient location

The Relationship of Market, Menu & Concept

Market Segment

Every foodservice operation depends upon

its ability to respond to the demands of its

customer. Individuals experience different
needs and expectation of food service at
different times.
Market segment is a term used to
describe subgroups of consumers who
share a specific set of needs and
expectations.
Each segment has decidely different needs
and expectations for its dining experiences.

Cont..
The

same people may occupy

several market segments depending
on their needs and expectation for
foodservice at any given moment.
Consequently,
while
market
segments often seem to describe
distinct groups of individual, they
actually focus on sets of needs and
expectations.

 Geographic Location

For some foodservice operations, a convenient

location is essential for success. Some
restaurants known as destination restaurants
which have earned their reputation for, say,
serving wonderful steaks and huge portions,
may draw their clientele from relatively great
distances.
Age
McDonalds has drawn a considerable competitive
advantage by targeting children. The Ronald
McDonald
character,
playgrounds,
and
specialized dcor as well as many corporate
gifts to childrens charities, all function to
strengthen McDonalds appeal to the younger
set - and their parents.

 Ethnicity

Restaurants identified by their ethnic foods

may appeal to members of that ethnic
group as well as to others who are
interested in enjoying foods from different
cultures
Social Class

Certain kinds of restaurants confirm the

customers social class or, at least, the
customers
social
aspirations.
Such
restaurants may be places where it is
possible to see the famous, or where it is
fashionable for the famous to e seen

 Price

Some restaurants are known for being

expensive,
others
inexpensive.
Typically, the criterion is not so much
the actual dollars spent but the cost
in relation to the value received.
Marketing specialist refer to this
phenomenon as the price-value
relationship. Customers expect to
receive greater value for higher
prices.

Concept
Refers to the many elements in a foodservice operation

that contribute to its function as a complete & organized

system serving the needs & expectations of its guests
The most basic elements in food service operations
include:
Size of the facility
- Described in terms of the number of seats, square
footage, number of meals served & total sales
Location
- Critical factor in foodservice operation
- Good location consider in relation to other elements &
to target market
Hours of operations
- Deciding to be open & when to close the restaurant is
extremely important

Theme & Design

For a number of contemporary foodservice

operations, theme is the central element in

concept
Themed derived from the culture, example
Road Grill House, created an atmosphere of the
Cowboys house
Rather than borrowing from another culture, a
theme may intensify local culture like Restoran
Seri Melayu that can amused the tourist
Themes may reflect special interests:
- Rock music (Hard Rock Caf)
- Restoran Seri Melayu (Malay Culture)
- Road Grill House (Steak House)
- Carls Jr. (60s atmosphere)

 Ambience means the complete impression

gives to its guest through design such as:

- the choices of color
- the arrangement of space
- the finishing
- the furnishing
- the table settings (glassware, chinaware)
- the lighting
- the sound
Proper theme through design create a
memorable
experience
when
the
restaurant theme visualize appearance to
the guest.

Menu
The menu is the foodservice operations plan for

meeting the needs & expectations of its guests

The content of the menu creates an image
which it reflects the overall style of the
restaurant
Lists in the menu are the items that customers
will desire & appreciate; is the product plan for
restaurant
Printed menu should match the dcor of the
restaurant & attractive
If well laid-out, it helps to promote sales
(especially if dishes are described in an
appetizing way)

 Types of menu:

- Table d'hte
- A la carte
- Carte de jour
- Cycle menu
- Fixed Price Menu (Prix Fixe)
Menus typically reflect prices for food &
beverage items
Pricing should demonstrate a clear
understanding of the market segment
services by the foodservice operation
Menu & the concept of a foodservice
operation are closely related; ideally the
menu items & prices closely fit the
concept

Types of Foodservice
Concepts
Generally, food service can be divided
into TWO categories:
Commercial Foodservice
- Profit oriented
- Public or private ownership
- Catering, main or secondary activity
Institutional Foodservice
- Cost provision
- Government subsidized

 The following are some of the types

of restaurants:
- Fine dining
- Coffee house
- Theme restaurants
- Casual dinner house
- Ethnic restaurants
- Family restaurants
- Quick service
- Catering