Comparison of Two Restaurants

Summary Restaurants commercial enterprise one of major regions of hospitality industry in United Kingdom. This assessment line in the briny counselinges on the analysis of two difference restaurants base on sustenance and drinking principles and theories. Here writer selected McDonalds Hanger pass for debased provender segment and ONeills Ealing for fine dine segments. Evaluation wreak establish on the writer go through of those two restaurants and used meal undergo check list prep ared using feed and beverage theories and supposition. In addition, writer created SWOT analysis for each restaurants for recruit analysis outdoor(a) and internal factors.Comparative analysis done using several topics for improve imbibe a shit understand for readers. Used difference academic journals, books and reputed entanglement settle detail for deliver evidence to support the discuss points by acknowledging relevant authors of more than(prenominal) valuable sources. In additio n, knowledge grab during the class contributed much to deal this assessment report. Prominent points highlighted during the conclusion for revise reader attention for much(prenominal)(prenominal)(prenominal) points and end of report try recommendations to the whatever(prenominal) restaurants to get up their business performance.There are main two point of accumulations of this this report, first, all provided recommendations relevant notwithstanding for discussed two restaurants and thorny to generalised and second, volume of points discussed base on writer acknowledged and that hold back possibility of involved of unintentional personal biased. 1. Introduction 2012 restaurants merchandise update of keynote shows that food for thoughtstuffplace value increase 1. 7% during the 2011 compare to 2010. political relation informed that UK emerging from inlet in this year by Wintour and Ste strugglet (2012). This shows the creating well-grounded business atmosphere w ithin the UK.Restaurants are one of main business sector within the hospitality industry and it has several types of categories such as fast foods, fine dining and ethnic special. This report mainly focuses on the compare and contrasts the two differences restaurants, based on the writer meal experienced of those two restaurants and finally try to smashs suggestions that strategic for improve customer experience and sale of such restaurants. Here writer selected ONeills Ealing mainly for fine dining restaurants and McDonalds Hanger path t for fast food casual restaurants.This comparative analysis base on the writer experienced of those two restaurants and use Meal experience check list (See supplement 1) for evaluate these two restaurants. These two restaurants working on difference market segments, however base on the food and beverage theories can soft analysis and evaluate two restaurants. 2. Overview of Restaurants 2. 1. O Neills Ealing ONeills is one of restaurants reac h of Mitchells and Butlers PLC operation in England and they are specialisation of Irish foods however they offer both table dhotel and A la carte menus.Other than restaurants facilities, ONeills excite finish section. This restaurants under the non-captive market and they have powerful strength from the mother company that leader within the UK for Restaurants and Pub including brands the likes of Harvester and all bar one (www. mbplc. com). however, Ealing ONeills need to differentiate itself to brass greater competition from surrounds restaurants in Ealing subject field (See extension 2 for SWOT ONeills Ealing). 2. 2 McDonalds Hanger avenue (Near Quill Street) The worlds largest mobile set up restaurants and 1200 restaurants set within the UK (www. cdonalds. co. uk). However McDonalds under semi-captive food market because customers can choice only from offer alternatives. Open in 24 hours and drive through facilities adds more strength for Hanger Lane McDonalds isola ted from the reputed global name. (See vermiform process 3 for SWOT McDonalds Hanger Lane) 3. Comparative synopsis This comparative analysis and evaluation doing in using separate topics and only consider the restaurants part and not consider their additional activities such as bar in ONeills and drive through process of Mc Donalds . 1. Service SystemMcDonalds following fast food service system and ONeills following fine dining service. McDonalds constantly follow single point service and take away service however ONeills use waiters assistant systems. Both restaurants service are well livelihood and sire replete(p) service for customers. Restaurants service systems direct effect of the kitchen stove of the restaurants and that enhance the customer loyalty. (Ryuet al. 2012) 2. Staff Staffs of both restaurants are well prepare and committed to provide full customer satisfaction with higher sound practices.All mental faculty members wear proper dress code and very(prenomin al) gracious and try to provide best options for customers. Observed that, McDonalds staffs mainly follows the grater convertible control procedures and O Neills staff more empowerment for taken almost lasts. Highly standardised lead to more control of staff in Mc Donalds (Ingram and Jones 1998). Employee empowerment enhance customer responsiveness and as well as employees retention with organization (Ashness and Lashley 1995). 3. Use of picky Equipment and Services Two restaurants always try to use more effectual equipment to reduce energy consumption.McDonalds using high efficiency British Thermal Unit (BTU) fryer to reduce energy consumption and give quick service to customers. O Neills also follow chiliad concept and energy consumption reduce strategy (Mitchell and Butler yearly report 2011). Card payment accepts by both restaurants that give more convenient for majority of customers. 4. Meal Experience 3. 4. 1 Interior Ar runment, laurel wreath and Entertainment ONeills midland design and dining vault of heaven prepare for more comfortable and classic way for retention customers more time within the restaurants.Arranged place to facilitate personal and business raillery among the customers and provide slight normal music for give higher heart to customers. Every Friday and Saturday ONeills provides live music for customers. ONeills provide high class tableware and decoration of all tables. McDonalds interior design comparatively low and provide plastic chairs and tables and no much intention to keep customers long time in restaurants due to concept of fast food serving (Lillicrap and Cousins 2010). Customers repurchasing behaviour and satisfaction highly weigh on customer waiting time in fast foods kitchen stove return (Law et al. 004). Therefore, McDonalds essentially focus to provide higher figure of speech of customers within limited time. ONeills lighting arrangements comparatively good and it provide more tie and comfort for long-t erm parole. However, McDonalds hanger lane does not use specific lighting arrangement. 3. 4. 2 Safety and sound Hygienic conditions are higher in both restaurants and displayed the council certificate, resort notice, set fire to and whole restaurants clean and tidy. This is the last part of the food supply chain and majority of customers believe that restaurants maintain good hygienic conditions (Knight at el. 007). harmonise to the Mitchel and Butler annual report, all food suppliers require to meet British Retail Consortium Global Certificate requirement and need to face regular safety and part audits. McDonalds has get food fiber audits systems (www. mcdonalds. co. uk). 3. 4. 3. Food Price Price is essential factor for purchasing decision of consumer (Mendez et al. 2006). Observed that both restaurants provided good value for money and this confirmed by few consumers in two restaurants as well as writer give experienced. However, ONeills need to consider their food dama ge for face competition in Ealing.Competitive pricing lead for footing war and that can affect for long term sustainability of business (Davis et al. 2008). 3. 4. 4 Food, deglutition and Menu ONeills provide eight difference menus basically focus in Irish foods and provide special menu for kids and Sunday. On the other hand, McDonalds provided own menus basically focus on the fast food category. Two restaurants always keep their menus within some limitation with less(prenominal) variation. However, O Neills menus are very displumeive and give full description for customers (see Appendix 4) (http//www. oneills. co. k/oneillsealing). O Neills provides foods very decorative way compare to McDonalds (see Appendix 5) and both restaurants provide foods in good temperature. Foods aroma was fantastic in both restaurants that enhance appetite of customers. Beverage supply was very good in both restaurants. 3. 4. 5 Customer Segments O Neills major customer range is people who like to go ou t with business discussion or friends or get some functions to meet each others. However McDonalds major customer range is people who hurry to tycoon or school with kids and back to home at evening.Identify of customer segments is important for sustain in business (Kotler and Keller 2006) 3. 4. 6 Location and Facilities Both restaurants located at very convenient place to consumers, however McDonalds Hanger Lane have very good vehicle set facilities ONeills Ealing does not have. McDonalds Hanger lane located near the traffic strain lights that give added advantage showing their name for majority of customers use Ealing itinerary (see Appendix 6). In addition, MacDonalds Hanger lane opens 24 Hours for customers. However O Neills Ealing have open limited time for day.McDonalds provides large-minded Wi-Fi and babe Changing facilities for their customers. 7. Promotions Both restaurants provide special offer for focus market segments, example that ONeills provide Three meals for charge two and McDonalds provide 4 weeks for 4 tastes. Promotions are important for build good customer relationship and attract potential customers (Kotleret al. 2010). 4. identification of Present course of instruction in Food Industry Both restaurants not flop address present trends and food related health numerate witan the UK. One or more than one shows diagnosis or undiagnosed diabetic within 20 people in UK (Diabetic in the UK 2012). 010 NHS info showed that 26% of adults (age above 16) and three of ten boys and girls (age between 2 to 15) showing either overweight or obesity within UK. However, Observed that both MacDonalds and ONeills not change for their foods for cater this incumbent trend. In addition, predicted 10. 3% increase of the UK vegetarian foods market within next v years and main retailers such as ASDA, TESCO, Morrison and Sainsbury already started their vegetarian series ( quinine water marketplace assessment 2012). However, both McDonalds and O Neil ls not properly address this virgin market trend in UK. 3. 6 gross revenue MixObserved that Hanger Lane McDonalds main sales product is Burgers and other main sales products are sandwiches, dessert, chips and beverages. Proper awareness of sales mixes importance for fix price of products as well as manage revenue (Kotleret al. 2010). However, Irish foods are the main sales products of O Neills and find that majority of customers prefer for their Irish foods. 3. 7 selling McDonalds comparatively have powerful trade strategy than the ONeills. McDonalds have some benefits of marketing due to global brand and product range is curious for every McDonalds.However, each of franchise has limited resource for own marketing process that related for area. McDonalds have single mesh come in that covering all outlets in UK, however ONeills Ealing has their own nett page under ONeills main web (see Appendix 7). This is give opportunity for customers to directly contact Ealing management, find the new functions and specific menus. However, McDonalds web site is more attractive than O Neills web site and it include nutritionals value and allergic selective information of the foods (See Appendix 8).McDonalds provide special service for their customers McDonalds on your phone that give location of nearest outlet, menus and latest promotion (www. mcdonalds. co. uk). 4. cobblers last These two restaurants cater their service for difference customer segments in market. However, observed that they always try to dominate in their market segments and very less consideration of current market trends in UK such as such as healthy foods and vegetarian foods. Both restaurants committed to give full customer satisfaction and try to attract customers using difference promotion and good-looking high quality safe foods.Both restaurants have proper identification of own sales mix and they use specific marketing strategy to enhance competitive edge in own market segment. 5. Recomme ndations All discussion based on these two restaurants and therefore these recommendations relevant only for above two restaurants and difficult to generalised. O Neills Ealing 1. promote variation of foods in menu This is important to attract customers who have difference needs such as Chinese, Mexican, vegetarian, diabetic foods etc. 2. Consider the food price quest to consider price of foods with compare competitors especially near the Ealing area. . Separate bar area from restaurants. Bar together with restaurants area give some check for family dining. Therefore, important of physical separate of dining area from bar section to attract more families to restaurants. 4. Band competition They can invite Ealing area musical bands to perform in their restaurants that give more attract of topical anesthetic residents and young people to restaurants. 5. can nutritional value in in foods That important to customer to select best suit foods for them and give attraction of cust omers. 6.Phone application to customers iPhone, Android, Blackberry, Ovi ONeills special promotion, menus and special news, this important to always keep customer live with restaurants. 7. endeavour to get some parking slot beside road side after discuss with Ealing Council. Especially Friday and Saturday nights. 8. ply loyalty card to regular customers to enhance revisit of regular customers. 9. declare oneself discount and promotion during the winter period to attract more customers by considering present positive condition of economic growth of UK. McDonalds Hanger Lane 1.Increase seating capacity keep more employees that enhance their attraction of McDonalds products. 2. Concern of healthy foods and vegetarian foods Need to consider present market trend of healthy foods, especially foods related to children. 3. pull up stakes more attraction inertial decoration That gives more attraction of customers to restaurants. 4. Provide attractive lighting system. 5. Provide foods in more decorative way to enhance customers attraction. 6. Give some higher consideration and facilities to on-site eating customers like takeaway customers. 7. Try to provide combo pack or student pack for attract families and students. . Install indication board beside Ealing road side before the outlet to enhance remind for customers before see outlet and provide information of additional facilities. 9. Start some functions or entertainments, especially at Friday or Saturday to attract customers. Bibliography Ashness, D. and Lashley, C. (1995) Empowering service workers at Harvester Restaurants. 24(8), p. 17 32. Emerald Personnel review Online. Available at http//www. emeraldinsight. com get toed 28 October 2012. Guardian. co. uk (2012) GDP figures show UK emerging from recession full reaction. 25 October 2012 Online.Available at http//www. guardian. co. uk/business/2012/oct/25/gdp-figures-uk-emerging-recession-full-reaction%20-%204/11/2012 Accessed 3 November 2012. http//ww w. diabetes. org. uk/Professionals/Publications-reports-and- resources/Reports-statistics-and-case-studies/Reports/Diabetes-in-the-UK-2012/ (2012) Online. Accessed 28 October 2012. http//www. ic. nhs. uk/pubs/opad12 (2010) Online. Accessed 28 October 2012. http//www. oneills. co. uk/oneillsealing/ (2010) Online. Accessed 25 October 2012 Ingram, H. and Jones, S. (1998) Teamwork and the management of food service operations. 4(2), p 67-73.Emerald Team Performance Management online. Available at http//www. emeraldinsight. com Accessed 28 October 2012. Keynote (2012) Market Update 2012 Restaurants Knight, A. J. , Worsoz, M. R. and Todd, E. C. D. (2007) Serving food safety consumer perceptions of food safety at restaurants. International diary of Contemporary cordial reception Management, 19(6), p. 476-484. Emerald Online. Available at http//www. emeraldinsight. com Accessed 28 October 2012. Kotler, P. and Keller, K. L. (2006) Marketing Management. 12thed. New Jersey Pearson prentice h all. Kotler, P. , Makens, J. C. and Bowen, J. T. 2010) Marketing for Hospitality and Tourism. 5thed. New Jersey Pearson prentice hall. Law, A. K. Y. , Hui, Y. V. and Zhao, X. (2004) Modeling repurchase frequency and customer satisfaction for fast food outlets. International Journal of Quality & dependableness Management, 21 (5), p. 545-563. Emerald Online. Available at http//www. emeraldinsight. com Accessed 28 October 2012. Lillicrap, D. and Cousins, J. (2010) Food and Beverage Service. eighth ed. London An Hachette. Mendez, J. L. , Oubina, J. and Rubio, N. (2006) Explanatory factors regarding manufacturer brand Journal of Product & brand name Management, 15 (6), p. 02-411 Emerald Online. Available at http//www. emeraldinsight. com Accessed 28 October 2012. Mitchell and Butler annual report 2011. Ryu, K. , Han, H. and Jang, S. (2010) Relationships among hedonic and utilitarianvalues, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Jour nal of Contemporary Hospitality Management, 22(3), p. 416-432 Emerald Online. Available at http//www. emeraldinsight. com Accessed 3 November 2012. www. mbplc. com. www. mcdonalds. co. uk Appendix 1 Meal Experience Check List . Physiological and Food quality Description of items real at ease incertain Dissatisfied Very Remarks satisfied Dissatisfied Variation of foods ( Vegetarians or diabetic) Presentation of food ( Decoration) Colour of foods try of foods Texture of foods Temperature of foods Variation of beverage Temperature of beverage Selection of condiments e. g. alts, sauces, pepper attribute of foods Portion of beverage Consumer specific Quality of food serve worldwide hygienic conditions Economical and convenient Description of items Very satisfied diffident Dissatisfied Very Remarks satisfied Dissatisfied Prices of foods Price of beverage s convenient location Special offering Outdoor catering Home delivery recent service Parking facilities Service and restaurants conditions Description of items Very satisfied unsure Dissatisfied Very Remarks satisfied Dissatisfied Staff greet pleasantly Staff knowing of regular customers Staff attention to the customers Staff uncoerced to service to customers Manger attention to customer Waiter take ordinance properly Staff understand of the products ( special offer, prices) to select proper food and beverage Staff friendly and polite Service fast and quick Staff wearing proper attire Decoration of restaurant neaten of restaurants Tables are clean Tables arrange properly Table is enough quad to keep foods Staff give correct bills and changes for customers Restaurants open hours S taff receipt when leave the restaurants External appearance of restaurants Interior colour of restaurants Temperature conditions in restaurants scope music Live music Table decoration Type of linen paper Appropriate tableware Furniture conditions Arrange of tables Layout of restaurants Sign of rest room Access of disabilities Children play area Tidiness of the rest room Marks Very Satisfied 5, Satisfied 4, Unsure- 3, Dissatisfied 2, Very dissatisfied 1 Appendix 2 SWOT Analysis for ONeills Ealing. Strengths Weakness Reputed field of study brand and Mother Company. In side bar lead to backward for family dining especially with Specialization of Irish foods. children. Performing of Live bands that not in other restaurants near Ealing No proper parking area. area. Foods price comparatively high. Located near the Ealing shopping complex area. Web site not attractive. Bar facilities. Attractive decorations and arrangement. Quality service with experienced staff. Provide decorative foods. High clean and hygienic conditions. Eating out increase in UK Quality certification. Opportunities Threats Can provide other specific menus like Chinese and Indian cuisine. high bite of competitive restaurants in Ealing. Enhance seating facilities. Less prices foods and drinks introduce by surround restaurants. Healthy food e. g. diabetic Retails group (e. g. TESCO , M & S) introduce they are own foods. magnet can be improved. Majority of customers knowing specialization for Irish foods only. violate promotion ability. Higher control from Mother Company leads less reaction for situation Emerge of UK economy from rescission. and location. Showing the nutritional values in foods. Extreme weather conditions. Use of new technology to contact customers. E. g Phone update Rising of fuel and employee cost. Possibility to provide more sophisticated products. Majority of customers cut of their eating out during the recession. Increase of number of restaurants direct to price war. Appendix 3 SWOT Analysis for McDonalds Hanger Lane. Strengths Weakness Reputed Global Brand. seating condition not comfortable. 24 Hours opening. Seating capacity very low. Drive through Process. Lighting arrangement not attractive. No competitive restaurants nearby. Less decorative of foods. Close to busy Ealing road. receivable to quick service oriented less concern of inside customers. elephantine parking area. Holidays less vehicles use of Ealing road. Wi-Fi facilities. Trained staff. Clean and tidy environment. Baby changing facilities. Attractive website. Phone updates facilities. Quality certification. Opportunities Threats Can increase seating capacity. Possibility of come new restaurants nearby areas. Concern of healthy foods. E. g Diabetic Concern of Healthy foods. Introduce spec ific foods e. g vegetarian, Mexican. Marketing mainly decide by Head office. Attraction can be improved. Retails group (e. g. TESCO, M & S) start to introduce they are own go bad promotion ability due to location. cafe and foods. Emerge of UK economy from rescission. Higher traffic in Hanger Lane during the busy hours, reluctant to Introduce of innovative products. turn for McDonalds. Extreme weather conditions. Appendix 4 O Neills Menu. pic pic Source O Neills restaurants menu Appendix 5 characterisation of Decorated ONeills Foods. pic Source Food decoration picture taken from ONeills website. Appendix 6 Location of McDonalds Hanger. pic pic Source McDonalds Hanger lane photos taken by writer Appendix 7 Web page O Neills Ealing. pic Source ONeills web page Appendix 8 McDonalds web site with nutritional value and allergic information. pic Source McDonalds web page