Analysis of Emotional, Aesthetic, and Recognition Labour in Bennelong Restaurant - Case Study Example

Concept: Emotional labour & Aesthetic labour (this includes the sub concept of recognition labour) Analysis of Emotional, Aesthetic,and Recognition Labour in Bennelong Restaurant Name Instructor Course Institution Submission Date Executive Summary Bennelong Restaurant is one of the restaurants located at the magnificent Sydney Opera House in Sydney Australia and overlooks the spectacular Sydney Harbour. It serves hundreds of tourists and locals who tour The Sydney Opera House for concerts, performances and other events, and also serves those who are interested in savouring some of the best Australian delicacies and wine. Performative labour is prevalent in the hospitality industry and keeps the hospitality establishments such as Bennelong Restaurant forging forward. This paper has looked at various sub-concepts of performative labour namely, emotional labour, aesthetic labour, and recognition labour using Bennelong Restaurant as the practical context. The author has concluded that the personnel of Bennelong Restaurant exhibited the three sub-concepts in an exemplary and satisfactory manner. Few recommendations have been outlined namely, an advertisement, consideration of employees welfare concerning fatigue and work pressure, and facilitation of employees’ training. Overall, the author asserts that the Bennelong Restaurant services and service providers did an above-excellent job in creating a new, memorable, and worthwhile hospitality experience.  Table of Contents Executive Summary 2 Table of Contents 3 1.1 Introduction 4 2.0 Literature review 4 3.0 Discussion 6 3.1 Recognition labour 7 3.2 Aesthetic labour 8 3.3 Emotional labour 8 3.4 The Perfect and Memorable Personal Experience 9 4.0 Conclusion 10 5.0 Recommendations 10 6.0 References 12 7.0 Appendices 13 1.1 Introduction Based on the main concept of Performative labour, this paper will discuss and analyse the sub-concepts of emotional labour, aesthetic labour, and recognition labour. The paper is based on an experience derived after visiting the Bennelong Restaurant that is located at the Sydney Opera House in Australia. It will, therefore, illustrate the concept of working in hospitality as performative labour using the restaurant as the practical hospitality context. A conclusion will be provided to indicate whether Bennelong Restaurant meets the concept’s expectations and requirements and thus creates a memorable experience. Recommendations to improve the service and experience creation will also be provided. 2.0 Literature review Performative labour is a broad concept in the hospitality industry. It has five main categories but for purposes of this assignment, the paper will only discuss three of the categories as stated in the introduction. This concept has been in existence in the hospitality industry since time immemorial and still exist to influence labour and service providence within the industry. Only that this time, it is more effective and widespread. On this note, it is apparent that the main aim of service providers in the hospitality industry has been to create high-quality services that will in turn create a memorable and unique experience for the customers (Barrington and Olsen 1987). In today’s hospitality industry, experience exceeds service (Gilmore and Pine 2002; Hemmington 2007). In other words, offering services is not enough, the most important thing is to create an experience that is unique, memorable, and worthwhile for the customer. It should be an experience that makes the customers want to return for more of the same (Barrington and Olsen 1987). Individuals in the hospitality industry combine and employ the concepts of emotional, aesthetic, and recognition labour to create the unique customer experiences. Nickson, Warhurst, and Dutton (2005) maintain that to create high-quality service experiences and encounters within the service organisation, positive interaction between the customer and the front-line service providers is very crucial. For this reason, the concept of aesthetic labour comes in. This is a case where only the service providers with the specific desired qualities are employed to serve customers. Such employees must also be in a position to comfortably engage in emotional labour. This requires them to suppress their personal emotions for the sake of the customer and to create a facial and bodily display that denotes the required impressions (Hochschild 1983). This means that they put on public shows regardless of what they are feeling at the moment. For example, the air hostess is required to serve and greet the passengers with a smile, whether she feels like it or not. In the same manner, the waiters and waitresses are required by the rules of emotional labour to conduct their duties in a polite and friendly manner when serving customers. This notwithstanding the fact that some of the customers might prove to be quite difficult to handle. This surface acting may not always be easy and the employee’s patience may be pushed to the limits (Hochschild 1983). However, the employees’ aesthetic skills enable them to cope with any situation. To create the crucial and positive interaction recommended by Nickson et al. (2005), recognition labour becomes an essential concept in the work performance. In this case, the service provider can show care and interest in the customer. Recognition labour makes it possible to make necessary customizations that fit the customer’s needs. For example, a customer may have a dietary problem and thus cannot take what the restaurant is offering. At this point, the service providers take it upon themselves to offer an alternative or prepare that which the client requests. A combination of all these labour concepts, creates an impression of style, excellence, and competence. 3.0 Discussion Performative labour in the form of emotional, aesthetic and recognition labour is evident in all the services provided at Bennelong Restaurant. The employees combine these three sub-concepts of performative labour in an excellent manner that brings out the ultimate splendid and unique experience. The Bennelong Restaurant is a food business offering hospitality services in the areas of the restaurant, cured and cultured, pre and post theatre, supper and drinks. It is located in The Sydney Opera House and offers a culturally significant menu that showcases the most magnificent production of Australian cuisine. Food and cuisine can act as a form of tourist attraction (Vidar and Steen (2001). Bennelong Restaurant is built on a site that is enriched with a history of tourists and, therefore, ensures that customers get a beyond-excellent wining and dining experience.   I learnt about the restaurant from friends who had visited previously and others who had only heard about it. One of these friends claimed that Bennelong served the best Australian food and wine and that we should wine and dine there some day. We settled on a date and made reservations for four. I must confess that the experience I derived when we visited the restaurant exceeded my initial expectation and impression of Bennelong by far. The following is a discussion of the ways in which the concepts of aesthetic, emotional, and recognition labour were combined by the Bennelong Restaurant’s personnel to create a most memorable experience for us.  3.1 Recognition labour On our arrival at Bennelong Restaurant, two of or friends were running late and so we visited the Bar and ordered a drink as we waited. The concept of recognition labour was explicit here. The bartender was amiable and engaged us in a very interesting conversation that we did not realise how fast time was moving. In other words, our sense of time was altered, though not adversely. Hemmington (2007) says that a generous spirit is essential in creating an excellent hospitality experience. Bennelong’s employees exhibited this generous spirit. For example, my friend’s birthday was coming up in the next few days and as a generous gesture, the bartender offered to pay for his drink as a special early birthday gift. It is not always that one comes across such generosity and this qualifies for what Hemmington (2007) regards as little surprises that wow. 3.2 Aesthetic labour Recently, there has been a growing trend for organisations and service providers to manage the ways in which their workers feel, look, and behave (Grugulis, Warhurst, and Keep 2004; Nickson, Warhurst, Witz, and Cullen 2001). This is done in an attempt to ensure that work is more aesthetic and emotional rather than merely productive (Hochschild 1983). This was evident in the appearance and personal attributes of Bennelong’s service providers. In other words, the employees’ personal presentation, grooming, self-confidence, and manner of speech were all aesthetic in every essence. A look at the way they handled themselves and the large clientele assured me that indeed, we had made the right choice by making a choice to wine and dine at Bennelong restaurant. The service team was comprised of very attractive, confident, elegantly dressed, and eloquent ladies and gentlemen who created the impression that they had everything under control. 3.3 Emotional labour In emotional labour, one must be in control of their expressions and emotions and gear them towards creating a positive impression or public display (Hochschild 1983). The Bennelong staff exhibited this form of impression management. This made them come out as excellent and hospitable hosts, able to create a most enthralling experience for their customers. For example, from our observations, Bennelong restaurant was very busy throughout and as a result, one was required to make prior reservations for a table. One of the restaurant’s dining options allowed the customers a clear view of the chefs at work in the kitchen. The kitchen was a beehive of activity. It appeared too overwhelming but the chefs seemed unperturbed and went about their business with happy facial expressions and vigour. The bartender also exhibited aspects of emotional labour. He was able to serve and entertain the many customers; all the while maintaining a calm and relaxed surface expression. 3.4 The Perfect and Memorable Personal Experience All my six senses were induced. For example, my sense of sight was at work from the moment we entered Bennelong Restaurant till we left. When the other two friends arrived, we moved from the Bar to our table at The Circle. All the while taking note of what was in view. The restaurant was elegantly furnished, not to mention that it is housed in The Sydney Opera House which is a marvel in itself. Moreover, this area gave a perfect view of the entire restaurant and the Sydney Harbour as well. We also listened to cool music that worked to soothe the nerves and create a sense of calmness. The fresh air in and the distinct aroma of the dishes was nothing short of spectacular and the olfactory system was aroused immediately. This is not forgetting their mouth-watering effect that left the taste glands yearning for more. Everything was so smooth to touch, the napkins, the furniture, the glasses, you name it. Even the menu was presented in a material that spoke of Bennelong’s class and style. All these had a positive impact on my perception and changed my initial impression of Bennelong Restaurant for the better.   4.0 Conclusion As Hemmington (2007) maintains, customers in the hospitality industry do not buy service delivery, service quality or even food and drink. Rather, they buy unique experiences and worthwhile memories. With this in mind, I can conclude that I received a most memorable hospitality experiences from my visit to the Bennelong Restaurant in Sydney Australia. On the same note, the employees in this establishment deserve a round of applause for their excellent exhibition of performative labour. Despite the challenging situations and busy nature, they combined emotional aesthetic, and recognition labour perfectly. During our entire stay, we did not experience any incident or accident that could oppose this claim. The employees seemed happy and so did the customers. I would like to believe that all the customers at the restaurant came out with a unique experience as I did. A second visit to the establishment has already been scheduled because I believe that going there will add to my reserve of memorable moments. 5.0 Recommendations The Bennelong Restaurant is by all means one of the best food and drinks hospitality establishments that I have visited so far, within and outside Australia. Although I did not experience or observe any major breach in service providence or staff conduct, there are some areas that could be addressed to improve the customers’ experience. Advertisement has always and will always be a good way of marketing a business. In this case, the paper recommends that the Bennelong Restaurant’s management should consider advertising the restaurant and what it offers.   The restaurant’s adverting can be done on social media, television, and billboards. This will expand the market range and attract new customers. In this case, oblivious people, like I was before, will get a chance to learn about the restaurant before they visit. This will enable them to create the correct initial impressions that will consequently increase their desire to have the unique experience first-hand.   It is always good to balance between work and social life. On the same note, too much pressure at work can be overwhelming. The bartender was all alone and it was evident that when there are many people present, it may be tough for him to serve all of them effectively and at the same time. The pre-theatre and post-theatre periods were the most overwhelming because many customers would pop in and out for drinks or a quick bite. This paper recommends that during such peak hours, another staff should be assigned to help the bartender and make the services faster. This will also reduce the effects of fatigue on the bartender. No matter how big an organisational is, training is an essential step towards achieving optimum success and performance. This paper recommends that the management should put in place proper mechanisms that will allow employees’ training to go on. In this case, the employees will be equipped with the necessary skills that are required within the dynamic industry of hospitality and hotel management; thereby placing the Bennelong staff members in a better and more competitive position. 6.0 References Barrington, M. and Olsen, M. (1987). Concept of service in the hospitality industry. International Journal of Hospitality Management, 6(3), pp.131-138. Gilmore, J. and Pine, J. (2002) ‘Differentiating Hospitality Operations via Experiences: Why Selling Services is not enough. Cornell Hotel and Restaurant Administration Quarterly, 43(3), pp.87-96. Grugulis, I., Warhurst, C. and Keep, E. (2004) ‘What’s happening to skill? In Warhurst, C., Grugulis, I., and Keep, E. The skills that matter, Basingstoke: Palgrave MacMillan. Hemmington, N. (2007). From service to experience; understanding and defining hospitality business. The Service Industries Journal, 27(6), pp. 1-19. Hochschild, A. R. (1983). The managed heart: commercialization of human feeling. Berkeley: University of California. Nickson, D., Warhurst, C., & Dutton, E. (2005). The importance of attitude and appearance in the service encounter in retail and hospitality. Managing Service Quality: An International Journal, 15(2), pp.195-208. Nickson, D., Warhurst, C., Witz, A. and Cullen, A-M. (2001) ‘The importance of being aesthetic: work, employment and service organisation’ in Sturdy, A., Grugulis, I. and Willmott, H. (eds.) Customer Service: empowerment and entrapment Basingstoke: Palgrave. Vidar, H.J. and Steen, J., (2001). Gastronomy in the periphery – Food and cuisine as tourism attractions on the top of Europe’, in 10th Nordic tourism research conference, Norwegian centre for transport research, Oslo, pp 2-10. 7.0 Appendices Cured & Cultured Menu Cured & Cultured offers relaxed, accessible dining; ideal for a casual bite to eat and a glass of Australian wine with friends. The menu is driven by raw and cold produce often focused on a single ingredient. Sit at The Cured & Cultured counter with a view of the chefs at work on the central level, or join the casual-seating area in The Circle. From 10pm until 11pm we offer a post-show Supper menu at both the Counter and in the Circle. ----------------- Dishes Warm Mount Zero Olives 9 Lime & salt roasted South Australian almonds 9 Sydney rock oysters lemon and pepper granita 5 Raw Mooloolaba yellow fin tuna mushroom soy, pickled white radish, sesame oil 28 Raw kingfish artichoke, capers, ice plant 27 Roasted carrot salad almonds, sherry caramel, feta, amaranth 24 Holy Goat La Luna broad beans, fennel, pickled apple, sea parsley 24 Five cheese, truffle toastie 22 Red claw yabbies lemon jam, cultured cream, buckwheat pikelets 30 Salad of saltwater chicken housemadeudon, palm heart, sesame, peanuts 27 Byron Bay pig culatello barley toast, truffle butter, radishes 30 David Blackmore bresaola rye, cucumber pickle, fennel butter, horseradish crème fraîche 30 Smoked Wagyu tartare fermented chilli paste, cultured grains mushrooms, sesame, seaweed, egg yolk 28 Suckling pig sausage roll, black garlic 24 Dessert Cherry jam lamington Strawberries and cream Chocolate cake from across the water Australian cheese The following are some of the photos from my trip to Australia’sBennelong RestaurantatTthe Sydney Opera House Read More