F&b manangement

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Faculty of Professional Studies
The London School of Hospitality & Tourism

BA (Hons) International Culinary Arts
Academic Year: 2012 / 2013

Module: Food and Beverage Management
Module Code: TH6000IH
Module Tutor: Professor David Foskett & Andrew Pennington
Student Numbers: 21115892
21127069
9684321

Assessment: Evaluation of The Red Lion (Stoke Poges)
Wordcount:3264

Contents
Page
1. Introduction 1
2. Methodology 1
3. Company information 1
4.1. Location 1
4.2. Mitchells & Butlers 2
4.3. PCDG 2
4.4. The Red Lion 2
4. Target Customer 2
5. Macro-environment 3
6.5. Political 4
6.6. Economic 4
6.7. Social 4
6.8. Technological 46.9. Legal 5
6.10. Environmental 5
6. Red Lion’s SWOT analysis 5
7.11. Strenghts 5
7.12.1. Building 5
7.12.2. Setting 5
7.12.3. Financial ability 5
7.12.4. Strong use of marketing tools 6
7.12.5. The menu 6
7.12. Weaknesses 6
7.13.6. Staffing 6
7.13.7. Average onlinereputation 6
7.13.8. Location 6
7.13.9. Menu 7
7.13.10. Limited parking 7
7.13. Opportunities 7
7.14.11. New nutritional requirements 7
7.14.12. Internet and social media 7
7.14.13. Locality 8
7.14.14. New developments around the restaurant 8
7.14. Threats 8
7.15.15.Convenience of substitute products 8
7.15.16. Increase in operational costs 8
7.15.17. Competitors 8
7. Competition 9
8.15. Supermarkets 9
8.16. Wexham hospital 9
8.17. Local pubs and restaurants 9
8.18. Fast food & take away restaurants 9
8.19. High Street chains 10
8.20. Fine dining 10
8. The Menu 109. Conclusion and recommendations 11
10. Bibliography 13
11. Appendices 15




1.
2. Introduction
Despite fears in the food service industry that the recession would drastically cut out consumers’ expenditure in eating out, a number of recent market research reports reveal that this fears has failed to materialise. Although eating out is an area ofsecondary expenditure, and might be perceived as a luxury by some, the eating out market has grown by nearly 7% over the 2007 and 2012 period, to an estimated £31.5 billion (Mintel, 2012), which reflects how British population is eating out more than ever.
In this challenging context, this report will try to assess how The Red Lion in Stoke Green (Buckinghamshire) is performing and based on a mysteryvisit will provide an analysis of its strengths, weaknesses, opportunities and threats along with an analysis of its target market and its competition.
This report will also include a complete analysis of its current menu in terms of the gross profit contribution of each item and based on all this, will conclude by providing a number of recommendations keeping in mind profitability, customersatisfaction and overall performance of the operation.
3. Methodology
This report has been written using mainly primary resources in the form of observations and interviews with management, chefs and waiters in the premises. Secondary resources like reports and food and beverage management theory has also been required to underpin with theoretical knowledge the primary findings.
4. Companyinformation
5.1. Location
The Red Lion is set in a local road in Stoke Green, a small village in the county of Buckinghamshire. The restaurant sits on the countryside along a clutch of wealthy villages in the Chilterns such as Beaconsfield, Bourne End, Cookham, Penn, The Chalfonts or Gerrards Cross. These villages with an average property value of £790,233 (Acorn 2012) topped The...
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