County Hotel AA Rosettes Restaurant - Case Study Example

County Hotel AA Rosettes Restaurant (hospitality Industry Report) Name of the Class Professor Name of the School City and state Where it is Located Date County Hotel AA Rosettes Restaurant (hospitality Industry Report). Hospitality is made up of two services that are very distinct which include the supply of overnight accommodation for those staying away from home and the supply of food for those eating away from home. The need to eat and sleep is fundamental to the existence of humans which leads to the opening of establishment to meet their needs. A number of issues must be considered when starting hospitality operations and this paper discusses them in regards to AA Rossettes restaurants including how they get their alcohol licensing and other types of licenses to run the business. When planning to start a food and beverage establishment there are several factors that need consideration that eventually determine the success of opening the business. It is evident that the hospitality industry has changed over time and new trends have emerged together with new governing rules in the industry to ensure it is streamlined while also catering to the needs of the clients. When starting such an establishment one must look into several requirements that are key such as the premises, licenses to operate the business, management of the business, securing a supply chain and economics in regards to the nature of the market and the demands that are there and also internal factors that include the product strategy to be used in the establishment. Before starting the operation market research should be done so as to find out the current situation of the market in regards to the demand and supply of the services in the hospitality industry. External and internal factors are considered whereby external factors include the nature of the market and the demand (Jones et al 2002). The costs set the standards for the lower limits of the prices while the market and demand set the standards for the upper limits. Consumers and purchasers balance the prices of products against the benefits and as such marketers need to comprehend the relationship found between the price and the demand for a product. Before deciding on the prices marketers should consider cross- selling where customers who buy products are encouraged to purchase other related or complimentary products (Brown 2003, vol1). Up selling is considered in regards to the target clients where products and services are continually sold at high prices to meet the needs of the clients rather than low prices. During setting up consumer perceptions of prices is taken into account whereby prices should be buyer oriented. Price elasticity of demand must be understood whereby changes can be experienced in price due to changes in demand of the services. Creating the impression that your services are unique and different from those offered by competitors lowers the competition on prices but not always. Finding out the prices and offers given by other hotels give a guide on what prices to put in place. Other factors such as inflation, economic recessions also play a big role on the fluctuation of prices in the establishment. Internal factors are considered where product strategies are set before pricing of products. Marketing mix strategies come into play and help to come up with prices that suit the products being offered. While the prices also come into play top cover the costs of the business where the hotel needs to charge prices that can cover its costs for production and promotion of the product. The concept of the business is put in mind where one must consider the type of client one is targeting and the location that is best suited to reach the target customers. The concept is what determines the character of the establishment which is conveyed through the menus, the dishes, marketing and even the staff found in the hotel. The target clients and the location also come into determining the pricing of the products (Davis et al 2013). If a high end establishment is what one is after an uptown location also means the prices will be different from those found on perhaps the downtown part of a city. Choosing the right supplier is paramount to any business where one must pick a reliable supplier who is able to meet the demands in terms of utilities. It requires on who is keen on keeping time on deliveries to avoid the shortage of utilities in the hotel and unwarranted delays. These conditions require setting when bringing in a new supplier otherwise they might prove to be a problem in the future and might lead to the failure of the business where clients refuse to return for the services and products due to lack of certain items that should be available in the establishment (Jones 2002). When picking one, prices of the utilities should be checked and compared to others in the market to avoid overpaying for items and incurring high cost of running the business that are unnecessary. Legal issues require keenness and attention as they could cause closure or delays in opening the business if they are not adhered to. Liquor licenses for establishments selling alcohol are a must have and they authorize the consumption and sale of liquor on the premises at any time or as being an ancillary to a meal. They should be acquired well before the opening date of the operation. The Licensing Act, 2003 states that those providing accommodation for a charge and includes free alcohol is termed to be selling alcohol and also anyone selling alcohol in the food business also needs an alcohol license. Hospitality staff that serve alcoholic drinks are should have training in responsible service of alcohol (RSA) in accordance with the general code of practice for liquor. Businesses must also keep some evidence of training of their staff and also staff must have the appropriate documentation if they specialize in the sale of alcohol such as the personal license (Clarke et al 2009). The AA Rosettes acquire their licenses from the local councils where the hotels are located and their licenses and known as premises licenses. To get the licenses application forms are completed and sent to the local council along with the fee that is charged for those services. Other copies might be sent to the authorities in regards to what kind of a license one is applying for. The premises license authorizes the use of any premises that is regarded as a vessel, vehicle, movable structure or any part or place of a premise for the sale of alcohol. Applications can also be done online if the local council accepts electronic applications. The AA standards require that an establishment satisfies three elements so as to reach a certain rating. All the important stipulations must be met, the general percentage score for quality should reach the right band, the standards of quality in hospitality, bedrooms, bathrooms, service, food and cleanliness should be at par with the rest (Story et al 2008, p. 253). During quality assessment for one to obtain a higher star a continuous provision of high quality service and facilities should be supplied in all areas of the establishment with significance being placed on the six areas mentioned above. With the rise in the number of stars in an establishment comes a higher expectation from clients in the levels of service and the range of available services in the place. When assessing quality some of the things taken into account include condition and maintenance of items and whether they are fit for the purpose. Physical and personal comfort in regards to the use of these items is analyzed to find out if the quality reduces the comfort of the user. Attention to detail is checked to find out if care is taken to make the guests experience special. Presentation in rooms and the contents found there in are reviewed to ensure there are up to par. Picking the right kind of staff to work in an establishment is important as they can ensure the clients keep on coming back or have them disliking the place due to their attitude and services offered (Ransley et al 2012). The staff should have the proper kind of training in regard to the hospitality industry. Employers should also give the right kind of remuneration and incentives to make sure the employees are sufficiently motivated to ensure they are happy to perform their tasks. One can choose to pick fresh talent straight out of schooling or more experienced people who have better understanding on how to handle clients. Management operations of the establishment are also very important and the right kind of operating agreements should be put in place in terms of a management contract where the owner of the facility allows a different party to take on the day to day operations of the establishment. The contracts indicate the period of the agreement, the terms of remuneration, the tasks of the people involved and other legal and operational issues (Maxwell 1997, p. 230). Picking the right kind of management is important as it reflects on the way the establishment is run and whether they keep up with the standards that are expected by the owner and the clients as well. The right kind of management also ensures that the staffs are at their best in terms of service delivery and also finds ways to motivate them. The attitude and emotional expression of staff play an important role in giving the guests exceptional service. Food safety regulations are also a key issue to look into before setting up an establishment. They apply to every stage in the food and beverage preparation. Because many foods are perishable and likely to get spoilt very fast certain regulations must be followed to ensure the food is kept safe and in clean conditions that are fit for human consumption. There must be cleanliness observed at all times and good storage measures to ensure the food is kept fresh and also prepared in the right manner that the clients can also enjoy. The food and safety act 1990 provides the guidelines for all food legislation in Britain (Melia 2010). The act ensures that nothing is added in the food or removed from the food that would otherwise render it harmful for human consumption. The nature of the food that is served should maintain quality that clients would consume. It ensures the food is labeled, presented and advertised in a manner that is not false. These guidelines go a long way in ensuring the establishment maintains the right kind of food that clients would consume without being harmed. Failure to follow these regulations can lead to the consumption of food that is not fit for consumption. It can also lead to the closure of the establishment if food is stored in a manner that does not follow the regulations and might collect a lot of pathogens. The regulations ensure that food being purchased by hotels and also being served in hotels is in good condition. AA companies have high standards and follow the same criteria’s in their establishments in regards to all aspects of the establishment. From the bedrooms to the kitchens and everywhere on the premises the standards to be maintained are high (Teare 1996, p.63). The difference with other hotels is that they do not have specific standards to follow and as such the standards of service and products may be different from those accredited by the Automobile Association. Differences are found in presentations in the bedrooms and even in the dining rooms. It also means that those accredited by the AA are recognized nationally and internationally while others are not as popular. Many factors come together to ensure the establishment is opened without hitches while following the right regulations and having the right licenses. There is no doubt that there have been changes in the trends of the hospitality industry which also allows for the innovation of new ideas to make the establishment exceptional and different from what is offered by others. People are always looking for new and fascinating places they have not visited and innovation, style coupled with the right requirements for the business go hand in hand in the making of extraordinary food and beverage establishments. References. Jones, P. and Lockwood, A., 2002. The management of hotel operations. Cengage Learning EMEA. Brown, D.R., 2003. The restaurant manager's handbook: how to set up, operate, and manage a financially successful food service operation (Vol. 1). Atlantic Publishing Company. Davis, B., Lockwood, A., Pantelidis, I. and Alcott, P., 2013. Food and beverage management. Routledge. Jones, P., 2002. Introduction to hospitality operations: an indispensable guide to the industry. Cengage Learning EMEA. Clarke, A. and Chen, W., 2009. International hospitality management. Routledge. Story, M., Kaphingst, K.M., Robinson-O'Brien, R. and Glanz, K., 2008. Creating healthy food and eating environments: policy and environmental approaches. Annu. Rev. Public Health, 29, pp.253-272. Ransley, J. and Ingram, H., 2012. Developing hospitality properties and facilities. Routledge. Maxwell, G.A., 1997. Hotel general management: views from above the glass ceiling. International Journal of Contemporary Hospitality Management, 9(5/6), pp.230-235. Melia, D., 2010. Critical Success Factors and performance Management and measurement: a hospitality context. Teare, R., 1996. Hospitality operations: patterns in management, service improvement and business performance. International journal of contemporary hospitality management, 8(7), pp.63-74. http://www.bha.org.uk/wordpress/wp-content/uploads/2015/04/Policy-Operations-Health-Safety-Guide-UK-Health-and-Safety-Regulation-Chart.pdf https://www.theaa.com/resources/Documents/pdf/business/hotel_services/aa_hotel_quality_standards.pdf https://www.gov.uk/guidance/alcohol-licensing https://www.food.gov.uk/business-industry/guidancenotes/hygguid/fsactguide Read More