2.2.4. DMZ Bar's business situation over the three years 2018-2020
Table 2.4: Business performance of DMZ Bar in the period 2018-2020
(Unit: million VND)
Year
Target
2018 | 2019 | 2020 | |
Revenue | 2,357 | 2,860 | 1.212 |
Profit | -360.34 | -351.27 | -180.26 |
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(Source: DMZ Tourism Joint Stock Company) Looking at the business results table of DMZ Bar, we can see that revenue from service activities at the Bar is increasing, from 2,357 million VND in 2018 to 2,860 million VND in 2019, an increase of 503 million VND. This is thanks to the investment of effort and money in marketing activities, creating game programs in the Bar to attract a large number of domestic and foreign customers, leading to increased revenue, bringing huge profits to DMZ Bar. In 2020 alone, DMZ Bar's revenue decreased by 1,648 million VND compared to 2019. Revenue decreased, so profits had to decrease, specifically, the profit in 2020 was negative 180.26 million VND. This is easy to understand because the epidemic and flood situation in 2020 severely affected all business activities. Customers at DMZ Bar are mainly tourists and foreigners, but due to the Covid epidemic, DMZ Bar lost a large number of customers, leaving only local customers using the service. And every year, DMZ Bar always organizes many activities, events, and DJ shows, but in 2020, the company had to
temporarily suspended due to pandemic and government requirements.
2.3. Evaluation of DMZ Bar service quality
2.3.1. Evaluation of DMZ Bar service quality through secondary data
DMZ Bar has a capacity of about 300 guests, meeting the needs of dining, relaxation and entertainment. Customers can immerse themselves in the vibrant atmosphere on the 1st floor with music from DJs, famous bands or customers can enjoy the "Acoustic Music Night" held weekly.
Figure 2.3 1st Floor at DMZ Bar
(Source: DMZ Bar Website)
The space on the 2nd floor is designed in a restaurant style with a quiet, airy atmosphere, customers can enjoy Italian dishes while admiring the view of Hue city. In addition, there is a VIP area on the 1st and 2nd floors, customers can book in advance to dine with their family in a quiet and cozy private space or companies specializing in organizing parties.
Figure 2.4 2nd Floor at DMZ Bar
(Source: DMZ Bar Website)
Figure 2.5 VIP1 and VIP2 at DMZ Bar
(Source: DMZ Bar Website)
On the 3rd floor, DMZ Bar uses an outdoor space with a capacity of more than 50 people. This floor is specialized for customers to organize parties such as birthdays, year-end parties, etc. In addition to the beautiful, airy space and delicious food, the restaurant also serves a billiard table and a karaoke room to integrate so that customers can use many services without having to move to many places.
Figure 2.6 3rd Floor at DMZ Bar
(Source: DMZ Bar Website)
Figure 2.7 Karaoke room on the 3rd floor at DMZ Bar
(Source: DMZ Bar Website)
In terms of uniforms: the DMZ Bar staff uniforms include two colors, white and black, with a pullover style that is very convenient while working. According to research, the current DMZ Bar staff uniforms are built with two main purposes: first, it is the work uniform of all staff in the bar, so the uniform requirements must be neat, polite and create a feeling of comfort when working. In addition, the staff uniforms are also a souvenir that visitors can choose to buy as a souvenir when visiting Hue.
Figure 2.8 DMZ Bar staff uniform
(Source: DMZ Bar Website)
In terms of geographical location of DMZ Bar: With a very convenient location, located in a tourist area including a system of restaurants, souvenir shops, hotels for tourists, opposite 2 large hotels in the city, Century Riverside and Huong Giang, the location has two fronts, DMZ has a great advantage in terms of location. That is a significant factor attracting a large number of customers to the Bar. Taking advantage of these advantages, the Bar has designed separate spaces according to customers' preferences: customers can sit on the sidewalk to watch the street, or sit in the room to enjoy the cozy space. If customers want to observe the city from a higher position, they can go to the 2nd and 3rd floors with a romantic restaurant design.
This shows that the restaurant is doing very well in terms of tangibles. With a very convenient geographical location, the restaurant is located right in the city center. The above infrastructure shows that the restaurant has a beautiful, impressive, and eye-catching decoration. The space is spacious and airy. The facilities in the restaurant are fully equipped and modern. The staff uniforms are impressive. The restaurant wants to use tangible elements to satisfy customers.
Customers who have been using the service.
In terms of staff enthusiasm: most customers at DMZ Bar are satisfied with the enthusiasm in service. To explain this, we can see that the staff of DMZ Bar are mostly young people, all of whom can communicate in English with some basic sentences and most of them are taking extra classes. Therefore, the enthusiasm and the attitude of learning from within each person is very high and they always try their best in every operation, every action, gesture to create their own style, for the Bar, as well as always wanting to introduce the image of DMZ Bar, of Hue people to tourists near and far. It is from the knowledgeable staff of DMZ Bar that the business has an advantage in creating a service style, attitude and enthusiasm in welcoming tourists here. Nowhere else can there be perfection in service style and satisfy all the needs of tourists. The way tourists evaluate unenthusiastic staff can come from reasons such as: the staff's mentality when entering the working shift is not good, health status can affect your mentality or from shortcomings in the management method, skills of managers during the working process... These are errors that can be overcome to ensure and improve the service quality of the business.
Regarding the professionalism of the staff: Through the research process, it is known that most of the staff at DMZ Bar have been trained in table service at intermediate and primary tourism training facilities. For staff who have not attended training courses, they will be trained in short-term courses and given notebooks to record common mistakes in the process of serving and communicating with international guests to improve themselves.
The restaurant always focuses on the quality of service that customers feel. Therefore, the restaurant has a working process for the service staff. Thanks to these measures, most customers coming to DMZ Bar are satisfied with the service style of the staff.
Figure 2.9 Service process of DMZ Bar restaurant staff
Receive shift handover
Clean the assigned area
Set up tables and chairs
Other requirements
Customer Service
Welcome guests, invite guests to the table
Place the tools
on the table
(Source: DMZ Bar Restaurant)
Receive shift handover:
Receive handover of operating status of dining room equipment: lighting, air conditioning, electrical appliances...
Receive and hand over service equipment: eating utensils, towels, trays, cups, etc.
Information about customer requirements: past, present and forecast situations
situations to handle.
Information about table reservations, guests, parties, etc. for the next shift.
Number of guests served during the shift: individual guests, group guests, conference guests,
party
Cleaning of divided areas:
Clean the divided areas: inside, outside, VIP area, 2nd and 3rd floors
Clean tables, chairs, tableware and change table spices.
Clean equipment and service vehicles.
Clean eating utensils.
Personal hygiene, clothing.
Set up tables and chairs:
Make a dining room plan based on the actual number of guests and available information.
in shift handover
Set up reserved tables, banquet tables, buffets (if any).
Arrange tables and chairs neatly. Add more tables and chairs on weekends to avoid shortage of tables and chairs.
On days with bands, DJs, and service staff, tables and chairs are arranged according to the diagram.
Place the tools on the table:
Redefine the menu for each customer group (European, Asian, reception, party, regular dining...).
Perform table setting techniques according to table service procedures.
Make a table reservation menu.
Decorate flowers and dining table.
General inspection of cleaning and final preparation before restoration
customer service
Welcome guests, invite guests to the table:
Get in position to welcome guests. Each employee is assigned to a different area to welcome guests.
In front of the restaurant, the waiter greets the guests and asks if they have made a reservation or if someone has already been seated, then guides and invites the guests into the restaurant.
Inside the restaurant, the service staff is on duty in their assigned area.
Divide, invite guests to tables, help guests choose seats.
For the outside area around the restaurant, staff welcome guests
responsible for inviting tourists and passersby on the walking street,...
Customer service:
For customers who have made a reservation but have not ordered food and regular customers, staff
Serving food menus and taking customer orders.
For customers who have pre-ordered dishes, the staff will serve according to the pre-ordered food and drink menu.
Perform technical operations in serving food and beverage according to table service procedures.