4.5.2 .Marketing policies
Product policy
- Improve product quality :
Research and rearrange tables, chairs and space in restaurants to make them more reasonable because the current arrangement of tables, chairs and space is not reasonable, tables and chairs are placed too close together, affecting the service of the staff. Therefore, it is necessary to rearrange tables and chairs, and reduce the number of tables.
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The service staff also needs to be retrained to improve the quality of the restaurant's food and beverage service products. The hotel should open refresher training courses on table service for restaurant staff during the low season right at the restaurant and trained by the restaurant's managers.
4.5.3. Build a complete menu
Hotels should develop seasonal menus, for example, summer menus should have cool dishes, lots of vegetables and fruits, while winter menus should have hot dishes, meat dishes, etc.
On weekends, the restaurant can create some special menus for families to eat, to add more fun to the weekend for guests, the restaurant should create menus with elaborate, beautiful dishes and attractive names. That will make guests feel excited and the guests themselves will be the employees advertising for the restaurant. Or you can prepare some dishes right at the table for guests to enjoy and see the chef's talent.
Restaurants need to regularly have policies to develop new products to avoid causing boredom and monotony for customers when using the products.
Because the restaurant's products are more service products than goods, the restaurant has appropriate policies to extend the life cycle of each product that the restaurant offers.
Pricing policy
Restaurants must have reasonable pricing policies to create competition in the market:
- During the season:
+ Restaurants need to come up with pricing strategies for product packages, and develop a price incentive policy when customers use a full package of all products including basic services and external registration services.
+ Restaurants need to have price adjustment strategies: discounts if customers buy and order in large quantities of over 250 people, differentiated discounts - for customers who have used other services of the company: accommodation, travel,... and then continue to use restaurant services, they will receive discounts or tourists will receive discounts.
+ Restaurants need to have promotional policies on holidays and special days of the year. When using the restaurant's products, you will receive extra drinks or discounts...
- Off-season:
+ Because during the off-season, the restaurant has almost no customers, and the number of customers is not large. Therefore, the restaurant needs to attract individual customers from outside to use the restaurant's dining services during the off-season months (from April to August of the year) with a pricing strategy. The retail market that the restaurant will target will be office workers near the hotel.
Distribution policy
Restaurants should continue to take advantage of existing distribution channels: such as through hotel companies, through the hotel's relationship with offices and government agencies, through employee relationships, to be able to sell products and services.
Using the accommodation service distribution channel of Song Hong Hotel as a distribution channel for food and beverage service products. Because this helps the restaurant take advantage of
maximize the number of guests coming to stay. Because guests coming to the hotel not only use accommodation services but also use food and beverage services, entertainment... For companies, agencies, and offices that regularly book parties, hotels also need to maintain, regularly learn about the needs as well as go to the offices at the end of the quarter and the end of the year when they need to organize meetings and seminars to receive contracts for parties, conferences...
Promotion strategy
- Apply direct advertising strategy through product quality, name and brand of the restaurant.
- Advertising through menu.
- Advertising through food exhibitions or culinary competitions.
- Advertising with flyers to each shopping center about Buffet
- Customer incentive programs: apply promotional policies for customers that take place regularly.
+ Promotion for couples on Valentine's Day .
+ Promotion for women on Women's Day.
- Other promotional tools such as: Discounts on new dishes, coupons, organizing culinary competitions for customers with prizes being free meal coupons at the restaurant...
- Customer care for VIP guests and regular customers of the restaurant or regular customers by sending congratulatory letters, thank you letters, announcements of special discounts, new programs of the restaurant...
- In particular, restaurants can take advantage of advertising via websites. It is recommended that hotels invest in maintaining and strengthening online business activities. Currently, the hotel owns a website.
“http://songhongresort.com”, however, it mainly introduces hotel products and services, but the information is still poor, not attractive enough for consumers. This can be an effective advertising channel if invested properly.
4.5.4. Improving professional capacity - coordination between departments
- There must be smooth coordination between departments in the restaurant and in the hotel. For example, the Marketing department needs to coordinate with the reception department to get information about the customer market and then with the restaurant department to get information about the products and information about the characteristics of existing consumers...
- Restaurants need to invest in and improve the professional capacity of human resources by: having preferential policies for human resources, regularly retraining the professional skills of all employees, and periodically organizing competitions for professional skills and good management.
4.5.6. Cost management – capital utilization
Business costs are one of the important indicators to evaluate the business performance of every enterprise, the more costs are reduced, the more the restaurant's profits increase. However, cost savings do not mean cutting arbitrarily but cutting and reducing to a minimum unreasonable or unnecessary costs because only business costs can create profits. Therefore, restaurants must regularly monitor and urge the implementation of costs to improve the responsibility and sense of saving of employees, at the same time, the management must analyze the business situation to make the most reasonable decisions about costs.
Restaurants need to have a cost-saving policy at each stage and time, and must coordinate with the security department to avoid the situation where employees turn public property into property.
of the restaurant as personal property, attach importance to monitoring the prices of imported and exported goods and materials.
Pay attention to building a cold storage system, storing and preserving food at low cost, while also making it convenient for customers to buy and sell and travel. Shorten storage time, closely combine with the process of buying and selling and importing and exporting goods. Measures to reduce costs of preservation, purchasing and consumption: Organize a business apparatus and a business network with a scale appropriate to the volume of goods in circulation, strengthen and make good use of assets used in business, apply new scientific and technological advances in preserving goods.
Take measures to raise staff awareness of costs and become interested in reducing costs. Such as encouraging staff to participate in cost management or participating and discussing with staff to raise staff awareness of the importance of costs and cost control in the enterprise.
The first is to engage and communicate with staff about the importance of costs and cost control. Restaurant management must engage staff about costs if you want them to participate in cost control. Simplify the numbers to avoid presenting information in the form of financial statements that are confusing to staff. That is, cost information is more effective if it is presented at the point where costs are incurred and as they are about to be incurred. But keep the messages fresh to avoid over-familiarity.
Second, encourage employees to participate in cost management. Provide feedback on employees' contributions to cost savings for the business, and promptly reward them so that their efforts are recognized and thus continue to be enthusiastic about cost control.
5.1. Conclusion
PART 5
CONCLUSION AND RECOMMENDATIONS
Through the learning process at school along with the time of research and experience at Song Hong Thu Do restaurant, especially the event organization and banquet service center, I have drawn the following conclusions:
1. Overview of Song Hong Thu Do restaurant.
Song Hong Thu Do Restaurant has an area of up to 800m2, with a capacity of over 1000 guests. Currently there are 3 restaurants, with traditional European and Asian dishes and mountain specialties that will satisfy guests in every meal here.
2. The restaurant has a total of 57 employees. With a team of employees with many years of experience through many years of work. The number of customers using the service in recent years has increased significantly. According to statistics, the number of customers using the food service at Song Hong Thu Do in 3 years (2017-2019), in 2017 it was 30,650 customers, in 2019 the number of customers increased to 44,605 customers. In customer service, employees with a good attitude and the ability to communicate and handle situations flexibly will create a comfortable and happy mood for customers. At that time, customers will appreciate the quality of service and will have the need to use the service for the next time. From there, it will help the restaurant have more regular customers.
3. Factors affecting restaurant food service business operations.
- Facilities
- Quality of staff
- Restaurant service process
- Other factors.
4. Some solutions to improve the efficiency of food service business at Song Hong Thu Do restaurant.
- Market research
- Marketing Policy
- Build a complete menu
- Improve professional capacity - coordination between departments
- Cost management - capital utilization
5.2. Recommendations
- Increase business capital to ensure technical facilities
Business capital is a very important factor to bring about the business efficiency of any enterprise. For a restaurant to operate its business in the best way, it needs:
- The restaurant needs to make recommendations to the hotel management to increase resources to be more proactive in the production and business process.
- In addition, the restaurant must utilize business capital to ensure reinvestment, improve technical facilities and improve product quality.
- Pay attention to reward and discipline work
- Specifically, restaurants organize incentive programs to encourage competition and reward employees, in addition to encouraging employees through praising them, there must be measures to make employees feel proud when being encouraged, such as: announcing when employees are rewarded, employees in the restaurant - hotel must know the rewarded employee.
- Can launch programs like “employee of the month”
"The title of "Best of the Year" has regulations such as the number of times this title is achieved will receive a salary increase, bonus...
- Besides, strictly handle employees who make mistakes, but at the same time, create conditions for those employees to correct their mistakes. Make employees understand and love their jobs more.
REFERENCES
1. Nguyen Van Manh, Hoang Thi Lan Huong (2004) Hotel Business Administration Textbook , Labor - Social Publishing House.
2. Nguyen Van Dinh & Nguyen Van Manh (1996) Textbook on Psychology of communication and behavior in tourism business, Statistical Publishing House, Hanoi.
3. Mai Khoi (2004), Textbook of Table Service in Hotels and Restaurants
Education Publishing House, Hanoi.
4. Nguyen Van Dinh & Tran Thi Minh Hoa (2008 ) Tourism Economics Textbook,
Labor and Social Publishing House.
5. Tran Minh Dao (2006), Basic Marketing Textbook, National Economics University Publishing House.
6. Do Thien Dung (2011), Restaurant business management textbook , Labor Publishing House.
7. Documents on food and beverage business services in hotels and restaurants. And some websites:
http://songhongresort.com