INTRODUCTION
Rationale
As the global economy rapidly evolves, tourism has emerged as a vital economic sector for many countries, including Vietnam, which has recognized its significance in driving foreign currency revenue With an increasing influx of tourists, there has been a surge in the establishment of restaurants and hotels to cater to diverse customer needs, particularly in food and beverage services As living standards rise, consumers demand a wider variety of dining options, prompting the emergence of numerous restaurant systems designed to enhance customer satisfaction and boost economic returns The success of these establishments heavily relies on the quality of staff, especially waitstaff, who play a crucial role in delivering exceptional service and generating profits In response to evolving consumer preferences for both local and international cuisines, restaurants must diversify their offerings to attract clientele This context leads to the focus of my graduation paper, titled “AN INVESTIGATION INTO THE QUALITY OF CATERING SERVICES AT XEO CUISINE RESTAURANT AND SOME SOLUTIONS TO EXPANDING MARKET.”
Aims and Objectives
Improving the quality of restaurant services is essential, as it remains the top priority for customers To achieve this, restaurants must understand and define customer preferences and expectations upon arrival Additionally, assessing the current service quality is crucial to identify areas for enhancement that align with customer demands Expanding the market requires researching the tastes and needs of potential customers to provide high-quality services that attract them By implementing these strategies, restaurants can increase revenue and diversify their offerings effectively.
-Building a theoretical basis for improving service quality in the restaurant business.
-Analyzing and evaluate the current situation of food service quality at the restaurant.
-Detecting the limitations of the service quality of food and drink at the restaurant.
-Proposing solutions to improve service quality and expand the market.
Scope of the Study
Subjects of the research topic are issues related to the quality of food services studied at Xeo Cuisine Restaurant
- In terms of space: the study was conducted at a restaurant of Xeo cuisine Restaurant
An analysis of customer survey feedback reveals the current state of food service quality at the restaurant, focusing on the evaluation of resources, outcomes, and operational efficiency from 2018 to 2020.
- About content: The topic focuses on identifying and measuring the factors that make up the quality of catering services at restaurants and expand the market in the future.
Method of the Study
To complete the paper, I will employ direct observation methods to analyze the activities, tools, and communication channels utilized by Xeo Cuisine Restaurant in Da Nang.
- The collecting method: collecting data and documents from the finance, accounting department and official website of the restaurant.
- The observation method: observing how employees work during service, customer attitudes, and restaurant facilities.
This article discusses the analysis and data processing method used to evaluate hotel service quality by integrating theoretical knowledge with practical observations made during an internship at a restaurant.
- The comparative and analytical methods: answering questions about some important issues and factors related to research.
Structure of the Study
In addition to the table of contents, list of tables and figures, list of references,the graduation papeer includes three parts:
Chapter 1: Introduction –Shows the rationale to choose the topic, the aims and objectives, the scope, the methodologies and the organization of the study.
Chapter 2: The theoretical background It introduces theories related to the restaurant and restaurant business.
Chapter 3: Case description It focuses on describing the catering services at Xeo cuisine restaurant.
Chapter 6: This chapter is the summary of research’s finding and suggestion.
THEORETICAL BACKGROUND
Overview of restaurant and restaurant business
In today's world, as economic stability rises, so does consumer demand, leading to an increase in tourists seeking dining experiences at restaurants But what exactly defines a restaurant?
There are many definitions of restaurants In the following, I will give some of the most basic concepts to help readers understand more about restaurants.
A restaurant is defined as an establishment where patrons can enjoy meals for a fee, typically served at their tables by waitstaff.
A restaurant is defined as an eating establishment that encompasses a variety of venues, including coffee shops, cafeterias, sandwich stands, and school cafeterias, providing food for sale to the public, guests, or employees This definition also extends to kitchens and catering facilities where food is prepared on-site for off-premises service Additionally, the term "restaurant" includes any bar area within the establishment.
A restaurant is defined as an establishment that offers designated space and facilities for the regular sale of meals or other foods prepared on-site, in exchange for payment This includes establishments with licenses for beer, wine, or limited mixed beverages.
There are various types and designations for restaurants, but for more details, here are some popular types of restaurants
Fine dining is typically reserved for special occasions like anniversaries, birthdays, or weddings, with most people visiting high-end restaurants infrequently These establishments are distinguished by their exceptional service, elegant ambiance, and meticulously crafted menus that emphasize quality ingredients and culinary artistry.
Formal dress code and fine dining etiquette.
High-end decor and a formal atmosphere.
Staff members are generally more attentive and follow certain etiquette for taking and serving meals.
Casual dining restaurants offer a relaxed atmosphere with moderately-priced menus and table service, catering to a diverse customer base These establishments are characterized by their unique décor and low-key ambiance, creating a welcoming environment for diners.
A cafe coffeehouse combines elements of a bar and a restaurant, offering a cozy atmosphere for patrons In addition to a variety of coffee beverages, these establishments serve a selection of food items, including baked goods, soups, sandwiches, and light desserts, enhancing the overall coffee experience.
Ghost restaurants, also referred to as virtual or delivery-only restaurants, operate with minimal overhead costs, allowing owners and chefs to prioritize efficiency and high-quality culinary creations These establishments enjoy greater flexibility in menu adjustments since they only need to update their online presence rather than physical menus.
The growing trend of fast casual restaurants offers a healthier alternative to traditional fast food, appealing to those seeking a quick meal without the higher prices of casual dining establishments These eateries typically provide better food quality and a more diverse menu, striking a balance between affordability and a more enjoyable dining experience.
A fast-food restaurant is defined by its quick service and minimal interaction, allowing customers to receive their food shortly after placing an order While the food is typically designed for quick consumption, patrons may choose to enjoy it at a leisurely pace Recently, the industry has been working to shift public perception away from traditional fast-food associations.
‘fast food’, and now prefers the term quick service restaurant.
A greasy spoon is a casual eatery that specializes in serving fried foods, including popular dishes like fried eggs, chips, bacon, black pudding, sausage, and mushrooms These hearty meals are often paired with baked beans and tomatoes Additionally, the menu frequently features bacon sandwiches and toast, making it a go-to spot for comfort food lovers.
A restaurant chain consists of a group of interconnected dining establishments that share the same name and often operate under a unified corporate structure or through franchising agreements These restaurants are usually designed to maintain a consistent format and provide a standardized menu across various locations.
Successful restaurants share key characteristics that set them apart from those that struggle While the reasons for their success may not always be clear, these winning establishments consistently demonstrate certain traits Understanding these features can provide valuable insights for restaurant owners aiming to achieve excellence in their operations.
Customers enter a restaurant with the expectation of enjoying a delicious meal, making it essential for restaurants to prioritize food quality Maintaining high standards ensures that diners receive consistent, top-notch meals each visit, which in turn builds a strong reputation and encourages repeat business A reputable restaurant employs a skilled chef who utilizes the finest ingredients to guarantee a satisfying dining experience.
Customers seek not only delicious food but also a memorable overall experience when dining at a restaurant A clean environment and attentive service are essential for a positive visit Exceptional restaurants prioritize courteous waitstaff who enhance the guest experience with their positive attitude and knowledge of the cuisine, particularly beneficial for those who enjoy exotic dishes Timely delivery of food and drinks, along with prompt resolution of any issues, is crucial for customer satisfaction.
Overview of the quality of catering services at restaurant
Services can be defined as following:
A service is defined as an intangible activity or benefit provided by one party to another, which does not lead to ownership of any physical goods Its delivery can be independent of any tangible product, according to marketing experts Kotler, Armstrong, Saunders, and Wong.
Services are defined by Christopher Lovelock as economic activities that generate value and offer benefits to customers at particular times and locations These activities aim to facilitate a desired change for the recipient of the service.
According to Parasuraman & CTG (1988), definition: “Service quality is the gap between customer expectations of the service they are using and feel real about the service they enjoy”
Service quality is determined by customer evaluations that compare their expected quality to the actual quality received Essentially, it reflects how well a service meets customer needs and expectations after utilization.
Figure 2.2.1.2 Some characteristics of services.
One of the defining characteristics of services is the lack of ownership, which highlights that services cannot be owned or stored in the same way as physical products This concept is closely associated with other key service characteristics, including intangibility, perishability, and inseparability, emphasizing the unique nature of service offerings.
Intangibility is a key characteristic of services, highlighting that they cannot be experienced through the senses prior to purchase Unlike tangible products, services, such as airline travel, offer only a ticket and a promise of timely arrival, leaving customers with no physical item to evaluate before making a decision.
Inseparability is a key characteristic of services, indicating that they are produced and consumed simultaneously, making them inherently linked to their providers Unlike physical goods, which are manufactured, stored, and sold before consumption, services are sold first and then delivered at the moment of consumption This unique nature of services means they cannot be separated from their providers, highlighting the distinct differences between services and tangible products.
Variability is a key characteristic of services, highlighting that service quality can fluctuate significantly based on the provider, timing, location, and delivery method Due to the labor-intensive nature of services, discrepancies in quality can arise not only among different providers but also from the same provider at different times.
Perishability refers to the inability to store services for future use, making them impossible to inventory This characteristic significantly impacts financial outcomes, as seen when healthcare providers charge for missed appointments due to the lost value of the service at that specific time While the perishability of services can pose challenges, it is less of an issue when demand remains consistent.
User participation is a crucial characteristic of services, as users are involved in every aspect of service production Even when users are not physically present at the service location, their participation remains integral A service is inherently linked to both its provider and its user, highlighting the inseparable relationship between the two.
2.2.1.3 Definition of the service quality
Service quality is generally viewed as the output of the service delivery system, especially in the case of pure service systems Moreover, service quality is linked to consumer satisfaction.
Service quality has been defined keeping in view at least four perspectives:
(i) Excellence: Although the mark of an uncompromising student and high achievement, the attributes of excellence may change dramatically and rapidly Excellence is often externally defined.
(ii) Value: It incorporates multiple attributes, but quality and value are different constructs—one the perception of meeting or exceeding expectations and the other stressing benefit to the recipient.
(iii) Conformance to Specifications: It facilitates precise measurement, but users of a service may not know or care about internal specifications.
(iv) Meeting and/or Exceeding Expectations: This definition is all- encompassing and applies across service industries, but expectations change and may be shaped by experiences with other service providers.
2.2.1.4 The factors affecting the quality of service at the restaurant
The dining expectations of hotel guests are sophisticated and demand high standards To meet these needs, restaurants must utilize advanced technical facilities that ensure optimal food preparation and preservation while adhering to modern sanitary and aesthetic standards This is particularly crucial for high-ranking hotels Additionally, restaurant equipment, including tables, chairs, and dining utensils, must be of excellent quality and visually appealing to create an inviting atmosphere A well-organized dining space not only leaves a positive first impression but also enhances the overall dining experience Therefore, investing in quality technical facilities and equipment is essential for delivering exceptional service and satisfying customer needs.
In the restaurant industry, the human element is crucial as service staff directly engage with guests and facilitate the service delivery process They build relationships that enhance the dining experience, acting as a vital link between the restaurant's offerings and its customers The attitude and demeanor of the staff significantly influence customer satisfaction, as tourists seek not only comfort but also professionalism and expertise A well-trained team that understands their roles can elevate service quality, leading to increased customer satisfaction, higher sales, and improved profitability for the restaurant Therefore, it is essential for restaurant staff to possess high qualifications and a strong understanding of their responsibilities.
- Having an easy-to-see appearance
- Having high professional skills and good manners.
- Knowing the origin of each dish or drink because sometimes curious customers want to ask, especially Western tourists
- Understanding of customer psychology according to each culture, customs and habits, each taste, each age.
- Understanding of ritual and communication
- Having good foreign language skills.
(iii) Quality and type of products
The quality of a restaurant's service is significantly influenced by its product offerings, which must align with the preferences and consumption habits of the target audience High-quality service requires not only a diverse range of products but also adherence to standards of volume, quality, timing, hygiene, and safety The reputation and ranking of a restaurant, which directly impact its sales, hinge on the quality and variety of its offerings Additionally, the effective use of technical facilities and the professionalism of the staff are crucial for delivering exceptional service The relationship between these factors is interconnected, as advanced production technology can only be effectively utilized by knowledgeable staff Service quality is ultimately measured by the gap between consumer expectations and their actual experiences, evaluated through five key dimensions: tangibles, reliability, assurance, empathy, and responsiveness.
Measuring service quality for products and services can be challenging due to their unique characteristics, including intangibility, perishability, and the simultaneous production and consumption To address this issue, Parasuraman developed the Servqual model, which offers an indirect approach to assess service quality effectively.
Service quality is determined by the comparison between consumer expectations and their perceptions of received services This model serves as a key approach to measuring customer expectations regarding service quality and is comprised of five essential dimensions: tangibles, reliability, assurance, empathy, and responsiveness.
Figure 2.2.1.5 The five factors in determining in the quality of service.
The Servqual model focuses on addressing and minimizing the first four gaps in service quality, which ultimately aids restaurant businesses in reducing the fifth gap related to customer expectations By effectively narrowing these gaps, restaurants can enhance overall service quality and better meet the needs of their customers.
CASE DESCRIPTION
General Information of Xeo Cuisine Restaurant
Company name: AMOMI Joint Stock Company
Address: 75 Hoang Van Thu Street, Hai Chau District, Da Nang City. Email: info@amomi.vn
History, scale, and location of Xeo Cuisine Restaurant
Xeo Cuisine Restaurant in Da Nang stands out as a 4-star establishment, blending luxurious modernity with ancient charm The restaurant reimagines traditional dishes, offering diners a fresh yet familiar experience Unlike the bustling eateries around it, Xeo Cuisine serves as a serene oasis, adorned in Hoi An style with colorful lanterns and a vibrant mural that captures the essence of Hoi An's streets The interior exudes spaciousness and elegance, with high-quality furnishings, from tables and chairs to teapots and decorative vases, all meticulously chosen to create a harmonious and inviting atmosphere This unique setting not only elevates the dining experience but also celebrates the art of pancake-making, allowing guests to savor their meal in a beautifully curated environment.
Creating a brand in today’s competitive market can take up to two years The founder of Xeo Cuisine Restaurant dedicated this time to exploring and savoring traditional cuisines, carefully selecting the essence and flavors from various regions This journey ultimately led to the establishment of the Xeo Cuisine Restaurant chain, which celebrates the rich diversity of local culinary traditions.
Xeo Cuisine Restaurant, operated by AMOMI Joint Stock Company, is situated at 75 Hoang Van Thu in the Hai Chau district of Da Nang city This dining establishment welcomes guests daily from 10:00 AM to 10:00 PM.
-Until now restaurant have 4 branches:
75 Hoang Van Thu, Da Nang.
A19 Vo Van Kiet, Da Nang.
2 nd floor Lotte Mart, Da Nang.
580 Cua Dai, TP Hoi An, Quang Nam.
Picture 3.2 Map of Xeo Cuisine Restaurant.
The Functions and Tasks of the positions of Oriental Restaurant
Figure 3.3 Human Resource and Organization of Xeo Cuisine Restaurant. Board of Directors :
-Having responsibility and powers for general administration, management and supervision of all business activities.
- Participating in building business plans, strategies.
- Recruiting employees, solving serious, unexpected and unusual jobs.
Restaurant management: Restaurant management is an effective assistant to the Board of Directors, they undertake the following work items:
-Assigning and organizing the assignment of personnel under the management level
-Overseeing work to provide the best quality of service in the area under their charge
-Being financially responsible for the restaurant
-Coordinating with Chefs to update, change or build menus for the restaurant
-Managing the workforce, consulting for customers, solving problems and situations occurring in the working process, operating under the direct direction of the Board of Directors
-Making decisions to reward or punish your employees.
-Arranging and assigning work to employees under your authority.
-Offering to reward, punish, or hire more staff
-Making records to determine business results of the restaurant.
-Making monthly, quarterly and annual financial statements for the restaurant.
-Browsing the salaries of all staff in the restaurant.
-Tracking and managing the restaurant's receipts and payments.
- Checking ingredients, food inventory, grasping specific data,calculating and planning to order
-Notifying other relevant departments about the status of suspended dishes or special dishes of the day, ensuring information is disseminated completely and accurately.
-Directing consultation of dishes for customers if required Receiving orders from customers and assigning specific jobs in the undertaking department
-Coordinating with other departments to complete the assigned tasks in preparing dishes in a timely, accurate, quality and beautiful manner according to regulations or customer requirements.
- Solving problems occurring in the cooking process, your complaints, and staff's errors within their jurisdiction Skills training, profession, job guidance for new employees when required
-Contributing ideas to build menus, and developing departments.
-Being responsible for preparing beverages according to customer requirements
-Storing food, utensils and equipment in work area.
-Ensuring the bar area is clean
-Checking monitor the status of ingredients in the bar area, ordering ingredients for the bar
-Helping the other department to complete the quest.
-Performing other jobs according to the assignment.
- Checking guests' reservation information, special requests and delivering the information to the relevant kitchen or bar
- Welcoming guests with a warm, cheerful attitude right from the moment they enter and when they leave.
- Asking customers' reservation information If not, ask for basic information such as: number of guests, desired guest area,
- Guiding guests to the table.
- Introducing the menu as well as special dishes of the day and answer all questions of customers.
- Information handover with service staff in the area.
-Welcoming customers to the restaurant and present the menu.
-Answering questions and recommend food and drinks for new customers.
-Receiving orders for drinks and food from customers and take orders to the kitchen department.
-Bring food and drinks to the table for customers when they are done.
-Checking that the diners are satisfied.
-Receiving the customer’s payment exactly with the amount indicated on the bill.
-Capturing table changes such as number of guests, change of order…
-Supporting clean and airy restaurant hygiene.
-Serving customers throughout the meals, assisting customers when needed.
-Being responsible for order security issues at the restaurant
-Ensuring safety for customers about: life, property,
-Performing other jobs according to the assignment
-Coordinating with other departments to complete the job.
-Ensuring the cleanliness of the entire area in charge and the entire restaurant
-Performing other jobs according to the assignment.
Meaning of the relationship between different parts of the restaurant
Parts of the restaurant work together to make it a reality The three main functions of the restaurant are:
The production function in a restaurant involves the efficient organization of dish and beverage preparation, ensuring high-quality customer service The kitchen department plays a crucial role in this process, focusing on the production of quality food and drinks that meet customer expectations.
The restaurant's product sale function involves offering its signature dishes directly to customers, with the service department acting as the primary sales representative This ensures a seamless delivery of the restaurant's culinary creations to patrons.
The consumption function of a restaurant revolves around directly serving consumers with on-site food products and dishes prepared by the kitchen and bar Customers experience product quality not only through the food itself but also through the service provided, including the manners and working style of the staff This interplay between food and service is essential in fulfilling the restaurant's consumer function.
In a restaurant, each department has distinct functions and tasks, yet they must work together seamlessly to provide comprehensive service, transitioning from standard to customizable experiences for clients The interconnectedness of these departments is crucial; if any one function is lacking or if communication breaks down, the restaurant's quality diminishes, rendering it ordinary and unremarkable The human element is the essence of the restaurant's success, as strong relationships among staff members play a vital role in delivering superior service and creating a memorable dining experience.
It is the key to the competition and succeed in the catering business.
Serving process of Xeo Cuisine Restaurant at Da Nang
Figure 3.4 Serving process of Xeo Cuisine Restaurant at Da Nang.
Introducing menus and taking requests
Transfering requests from customers to the kitchen and bar department
Receiving food, drinks and serving guests
Welcoming guests and arranging seats
Paying and seeing off guests
- Setting up dining table in accordance with restaurant standards
- Preparing more equipment for eating and drinking during the shift to supplement when needed.
- Checking once more the preparation to be ready to welcome and serve guests, such as the overall clean area, proper table and chairs, aligned tables and chairs, tools.
- Checking the operation status of service equipment.
- Contacting the kitchen and bar to hold new dishes, special dishes, and no longer produced dishes to better serve customers
- Checking the list of reservation guests and all technical facilities of the restaurant prior to arrival.
Step2: Welcoming guests and arranging seats.
At Xeo Cuisine Restaurant, our staff warmly greets every guest upon arrival, ensuring a courteous and welcoming atmosphere We adhere to our service standards by personally addressing guests with phrases like "Xin Chao, Sir/Madam" or "Welcome to Xeo Cuisine Restaurant," creating a memorable dining experience.
- Staff confirm if guests have a reservation
- Asking the name of the customer and confirm relevant information.
- Checking the reservation list to confirm the accuracy.
- Confirming the responsiveness of the restaurant and leading guests to the table booked
- Asking for names of guests and requirements such as how many people need to book a table, where do you like to sit, have any special requirements
-Checking the restaurant's responsiveness and leading guests suitable table.
If a customer's reserved table is unavailable or does not meet the guest's preferences, staff should promptly and effectively arrange a comparable table for them For guests without a prior reservation, it is advisable to offer them the option to wait or return later, while placing them on a waiting list if they consent.
Step3: Introducing menus and taking requests.
- Immediately after announcing the dining table to guests, the staff politely and skillfully pulled the chair to invite guests to sit
Once the customer is seated, the staff presents the menu by placing it in front of them and positioning themselves to the right, allowing ample time for the guests to explore their options During this moment, the staff highlights the restaurant's specialties, new offerings, and dishes tailored to the customers' preferences and needs.
- Then write down fully and accurately the requirements of customers such as number of dishes, special requirements (if any)
- After completing the order, the staff needs to repeat to confirm with the customer; avoid incorrect / missing / redundant writing.
- Thank you for ordering and asking for permission to get back the menu.
Step 4: Transferring requests from customers to the kitchen and bar department.
Upon submitting the request form, the waitress relays the order to both the bar and kitchen teams To ensure a seamless dining experience, it is essential that dishes are served at the appropriate time and pace, minimizing wait times between items This careful coordination helps to keep customers satisfied by reducing their overall waiting period.
Step 5: Receiving food, drinks and serving guests.
The waitress will use the tray to bring finished dishes and drinks to customers.
To ensure a seamless dining experience, it is essential to serve the correct dishes at each table Before presenting the food to guests, staff should announce, "Yes, this is sir!" This practice not only informs guests about their orders but also aids in quickly identifying any potential errors, enhancing overall service quality.
To effectively serve guests, staff should adopt a strategic standing position that allows them to monitor the arrival of new patrons while also being attentive to the needs of those currently dining This dual focus ensures that they can promptly address any additional requests from guests enjoying their meals, enhancing overall satisfaction.
- Staff should ensure that their postures are upright, smiling, natural and polite; absolutely do not do private work, do not leave position or talk while serving guests.
Step 6: Paying and seeing off guests.
- The employee needs to know when the customer is about to call to pay to inform the cashier to prepare the bill
- When the guest asks for payment, the employee immediately brings the invoice to the customer.
- Checking the money in front of the guest with the notice of the amount received and then bring the money and invoice to the cashier.
- Receive excess money back from the cashier, check excess money and bring back the customer with the bill to the customer.
- After the customer pays, the staff will remind guests to check if they have forgotten anything; Thank you for having a meal at the restaurant.
- Disembarking guests in the highest level of satisfaction and see you next time.
- Staff clean up the table of the guest, put garbage and tools in the right place
- Setting up a new dining table according to restaurant standards, ready to welcome new customers.
After step 7, the food service delivery process goes back to the beginning when a visitor arrive.
The facilities of Xeo Cuisine Restaurant at Da Nang
+ The dining room is cool, clean and beautiful
+ Marble floor, flat, smooth, is easy to clean + Limestone paved wall, covered with light- colored waterproof coating Restaurants use murals and lanterns for decoration
Wooden dining tables, chairs, and kitchen cabinets offer both convenience and aesthetic appeal Each table is equipped with essential dining utensils, including neatly wrapped trash bags, towels, and trays, ensuring a cohesive and beautiful dining experience.
+ Bowls, cups, chopsticks (chopsticks),cups, spoons, forks
+ Boxes / jars containing spices + Toothpick box / jars and napkins and the restaurant also uses wet towels if requested.
+ Light system: light and soft enough + Wind system: with air conditioner or fan, arranged at each table
Restroom +The restaurant has separate toilets for men and women
+The restaurant has a full range of necessary toilet facilities such as hand sanitizer, dryer, toilet paper, trash can.
Design Although the space is narrow, it is still comfortable and convenient, designed in line with the main tone of the restaurant.
Equipment The restaurant has a full range of equipment necessary to create delicious drinks for customers such as sinks, trash cans, ice boxes
Food storage cooler, blender and other equipments,…
Design + The kitchen is reasonably organized, ensuring hygiene standards requirements. + There is a good lighting system, enough to work.
+ Natural ventilation system and equipment (blower).
+ Ensuring not to cause noise, dust affecting the customer service area. the required drainage angle.
+ Having adequate water supply system
Equipment + Including types of tables: food preliminary processing tables, desks + Including all kinds of cabinets: cabinets for spices, cabinets for dishes, cabinets for books, cabinets for staff kitchens
+There are types of shelves for goods such as: dish racks, shelves for storing goods in the warehouse
+ There are towels and tools such as knives, scissors, cutting boards,
+ Other equipment and tools such as: food storage cabinets, freezer,…
ANALYSIS AND EVALUATION
The business operation results of Xeo Cuisine restaurant recently
Table 4.1 Xeo Cuisine Restaurant revenue over the year from 2018 to 2020.
Chart 4.1 Xeo Cuisine Restaurant revenue over the year from 2018 to 2020.
- According to the table above, we can see the restaurant's revenue increase from 2018 to 2019, the profit also increases accordingly However, from 2019 to 2020, restaurant revenue decreased significantly As follows:
In 2018, the total revenue reached 19.71 billion VND, with beverage sales contributing 2.81 billion VND, representing approximately 14% of the total In contrast, food revenue dominated at 16.91 billion VND, accounting for 86% of total revenue and outpacing beverage sales by six times.
In 2019, the total revenue reached 21,533 billion VND, reflecting an increase of 1,805 billion VND compared to 2018 This growth rate remained stable at 109.15%, marking a significant rise during the 2018-2019 period, with a growth rate difference of 2.16%.
The restaurant's success can be attributed to its strategic alignment with the target market and effective capital management, driven by the dedication of both the management team and staff However, growth remains sluggish, highlighting the need for intensified market research and marketing efforts to better meet the increasing expectations of customers.
In 2020, the restaurant industry faced significant challenges, with total food and beverage revenue plummeting to 15.94 billion VND, reflecting a 6.59% decrease from 2019 due to the COVID-19 pandemic Many restaurants in Da Nang experienced closures during this period Despite these difficulties, the restaurant has implemented various strategies to sustain operations and continue serving customers.
The best- selling items at Xeo Cuisine Restaurant
The chart illustrates the diverse range of food offerings at the restaurant, highlighting that the variations among the dishes requested by customers are minimal.
Visitors to the restaurant frequently enjoy a variety of pancakes, with shrimp pancakes making up 15% of orders, mixed pancakes at 13%, and beef pancakes at 12% This trend indicates that the restaurant's pancake offerings are highly favored by customers.
-Then there is the grilled meat noodle with 12%, the Xeo Xeo rice accounting for 8% and the other dishes These dishes also bring in significant restaurant sales
The restaurant offers a variety of new beverages, including island tea priced at 8% and kumquat tea at 7%, ensuring affordability for all customers The combination of delicious dishes, refreshing drinks, and the restaurant's spacious and inviting atmosphere provides patrons with a unique experience that balances comfort and luxury.
Prawn and shrimp pancakes Xeo Xeo Rice Beef pancakes Grilled meat noodle Seaweed soup Kumquat tea
Chart 4.2 The best- selling items at Xeo Cuisine Restaurant.
The Structure of guests at Xeo Cuisine Restaurant
4.3.1 Type of customers at Xeo Cuisine Restaurant
According to the data was provided by Accounting Division, the total number of customers at Xeo Cuisine Restaurant in the past 3 years is shown by the following table.
Table 4.3.1 Type of guests at Xeo Cuisine Restaurant.
Teenagers Visitors Families Couples Conference
Chart 4.3.1 Type of guests at Xeo Cuisine Restaurant
The chart illustrates a significant increase in restaurant visitors from 2018 to 2019, with visitors representing the largest segment at approximately one-third of total patrons Family guests followed closely, comprising about 27% of the clientele, indicating a stable trend during this period Notably, the number of teenage guests also saw a sharp rise In 2018, the restaurant welcomed 10,514 customers, and by 2019, this number grew by 867, highlighting a positive growth trajectory.
In 2018, conference attendees at Xeo Cuisine Restaurant were at a low of just 10.1%, but this figure saw a significant increase in 2019, marking an important milestone in the restaurant's branding efforts Unfortunately, 2020 brought a sharp decline in visitors, with tourist numbers plummeting from 3,411 in 2019 to only 976 This year proved to be the most challenging for Xeo Cuisine and other restaurants in Da Nang Despite these difficulties, the restaurant remains optimistic about stabilizing and diversifying its customer base in the coming years.
4.3.2 The number of international and domestic guests in recent years
Table 4.3.2 The number of international and domestic guests in recent years
Analysis of Service Quality through Feedback of guests at Xeo
In 2018, the hotel welcomed a total of 10,514 guests, with domestic visitors accounting for approximately 7,216, or 68.6% of the total This number rose in 2019, with total arrivals reaching 11,381 and domestic visitors increasing to 9,828, representing 70% of all guests The rise of 867 domestic visitors in 2019 can be attributed to effective mass media promotions and a tailored pricing strategy aimed at various customer segments, despite a higher growth rate in international visitors.
Da Nang boasts a rich blend of natural, cultural, and human resources, making it a vibrant destination for visitors The city hosts numerous annual festivals, including the Goddess of Mercy festival, Cau Ngu festival, and the international fireworks festival, drawing large crowds of tourists each year.
In 2020, the total number of visitors reached 7,114, marking a significant decline in both international and domestic tourism Domestic tourists comprised 6,138 of the total, while international visitors accounted for only 976 This sharp decrease was primarily attributed to the challenging economic conditions and the impact of the COVID-19 pandemic, which brought the service industry to a standstill.
4.4.Analysis of Service Quality through Feedback of guests at Xeo Cuisine Restaurant
Collecting customer feedback is essential for businesses to identify the strengths and weaknesses of their products and services By actively engaging with customer opinions, companies can quickly adapt to their needs and preferences, ensuring they deliver the best offerings Key sources for customer feedback include platforms like Tripadvisor and Agoda.
Foody, booking.com,…Number of feedbacks about the services quality at Xeo Cuisine Restaurant.
Picture 4.4 Some feedbacks from at Xeo Cuisine Restaurant.
Guest reviews Number of guest reviews
Table 4.4 Customer's comments about the dishes at Xeo Cuisine restaurant.
STT Content Result of evaluation
Comply with working hours and labor regulations x
Comply with the restaurant's rules and regulations x
Maintain general hygiene and cleanliness of the workplace x
Respond to customer requests quickly and in a timely manner x
Attitude to take care of customers carefully, thoughtfully to satisfy the needs of customers x
Table 4.4 Staff evaluation at Xeo Cuisine Restaurant.
Surveys conducted at Xeo Cuisine restaurant reveal that guests express dissatisfaction with the menu diversity and overall value for money However, they frequently commend the enthusiastic service provided by the staff and appreciate the restaurant's inviting atmosphere.
It can be seen from the table, still 37% of customers are not satisfied with the quality of the food.
The visual presentation of a dish plays a crucial role in enhancing the dining experience, as beautifully decorated meals evoke a sense of deliciousness for diners However, the food decoration at the restaurant lacks creativity and uniqueness, resulting in a simplistic appearance Additionally, the arrangement of dishes on the table lacks a cohesive style or uniformity, further diminishing the overall aesthetic appeal.
Hygiene concerns were a significant issue among customers, with 9 out of 85 respondents expressing dissatisfaction The restaurant's practices raised alarms, as staff often delivered food without trays, relying on their hands instead Utensils like bowls and chopsticks were frequently wet and carried lingering odors from cleaning agents Additionally, napkins were improperly stored in beer mugs, and many towels showed signs of staining yet remained available for use Staff also handled eating utensils without using towels, directly touching the bowls and cups, which further compromised hygiene It is crucial for the restaurant to prioritize cleanliness to enhance customer satisfaction.
The desk staff, predominantly female, are generally well-suited for their roles; however, numerous customers have expressed dissatisfaction with the service quality Complaints frequently highlight the slow service speed and inefficiency of the staff, particularly in room assignments Additionally, the restaurant caters to a diverse clientele, including recent visitors and tourists, which may impact overall service performance.
The staff offers a variety of menus, but often struggles to respond promptly to unexpected customer requests, such as drink exchanges, due to the need to retrieve items from the warehouse Additionally, unrealistic work assignments lead to overcrowding and delays in serving guests, impacting overall customer satisfaction.
DIFFICULTIES AND SOLUTIONS
The advantages and disadvantages at Xeo Cuisine Restaurant
- Restaurant servers fast and convenient booking process makes customers feel comfortable Through the results of the interview survey, the reservation rate exceeded expectations.
The restaurant stands out for its convenience and spacious design, featuring an elegant ancient architectural style that creates a unique and airy atmosphere Luxurious wooden decor and a well-planned lighting system enhance the dining experience, while the ample parking space ensures easy access for guests Fully equipped with modern tools and facilities, the restaurant prioritizes cleanliness and safety, making it an ideal spot for a delightful meal and relaxation These distinctive features set the restaurant apart from others in the area.
Customers highly value the quality of food and beverages at the restaurant, renowned for its fresh and clean ingredients With a team of skilled chefs who possess extensive experience and a deep understanding of Vietnamese tastes, the restaurant offers a diverse menu of seafood dishes prepared with a variety of flavorful sauces Additionally, the restaurant prioritizes food safety and hygiene, ensuring complete customer satisfaction.
Payment operations at the restaurant are efficient, thanks to the experienced cashiers who ensure quick and accurate transactions Customers appreciate the prompt service, allowing them to be attended to without unnecessary delays Furthermore, patrons can enjoy discounts on each invoice, enhancing their overall dining experience.
- The development of science and technology facilitates the restaurant's access to modern technical equipment to help the brand do the job conveniently, quickly.
- The management of food hygiene and safety (food safety and hygiene) is only concerned by the health department, guide, facilitate and guide restaurants in ensuring VSATTP.
The facilities at the establishment are facing challenges, as the equipment intended for guest services is not functioning effectively Additionally, the kitchen equipment is inadequate, creating difficulties for the kitchen staff when tasked with serving a high volume of customers.
The customer service attitude of the staff remains inadequate, with employees often displaying a lack of enthusiasm when addressing customer needs Many times, they seem preoccupied with personal tasks or conversations, neglecting customer calls Customer surveys indicate that patrons have high expectations for service quality; they desire not only excellent food but also attentive service Unfortunately, staff members do not fully grasp this expectation, highlighting a disconnect between customer desires and employee awareness.
"Customer is the best" service.
Service staff often make mistakes during their duties, such as recording incorrect customer orders and lacking knowledge about dish ingredients and characteristics Additionally, they frequently fail to address all customer inquiries independently, leading to delays as they seek assistance from a manager.
The lack of proper greeting and farewell for guests at the restaurant highlights a significant issue with customer service Staff members often hesitate to take the initiative in welcoming patrons, and the limited expressions of gratitude when guests leave reflect a disregard for basic hospitality This simple yet crucial aspect of service is often overlooked, negatively impacting the overall dining experience.
The evolving market economy has led to increasingly complex consumer needs and heightened expectations for quality Simultaneously, the prevalence of imitation services in the hospitality industry has intensified competitive pressure among restaurants and hotels.
The ongoing impact of diseases such as HINI1, COVID-19, and swine fever has led to significant raw material shortages, exacerbated by economic instability Consequently, suppliers focused solely on pricing often neglect quality, complicating the immediate import of essential ingredients for restaurants and ultimately affecting the quality of food and beverage offerings.
Some solutions to expand the market at Xeo Cuisine Restaurant
To enhance customer attraction and boost revenue in the restaurant's catering services, implementing effective customer acquisition strategies is essential Conducting thorough market research will enable the restaurant to develop a suitable business model that aligns with customer needs and optimizes resource utilization In today's market-driven economy, many business plans fail due to inadequate consumption analysis or misjudgment of capacity Drawing from past experiences, the restaurant is committed to carefully researching the market and applying appropriate marketing strategies over time Understanding customer needs, including their psychological and physiological traits, dining customs, and habits, is crucial for creating effective plans and policies Additionally, identifying high-quality suppliers that offer affordable prices is key to ensuring a successful operation.
In recent years, inefficient capital usage has hindered business performance To address this, the restaurant aims to align its capital strategy with business needs, ensuring investments are purposeful while optimizing capital for operations Enhancing capital efficiency requires identifying specific capital needs for each business phase, establishing a balanced capital structure, and increasing workforce productivity Additionally, improving the utilization rate of fixed assets through timely maintenance and repairs will extend their lifespan and accelerate capital turnover.
To boost profits in the catering industry, it is essential to focus on maximizing revenue while gradually reducing input costs Effective cost savings in catering lead to true economic efficiency only when they are linked with enhanced service quality Therefore, future cost-saving strategies in restaurants should prioritize improving service standards alongside financial efficiency.
Effective investment strategies for the food and drink industry should be grounded in clear objectives to enhance business performance It's crucial to ensure that investments align with specific goals to prevent unnecessary expenditures and maximize financial returns.
To enhance operational efficiency in the food and beverage industry, it is essential to optimize all technical facilities and investments Additionally, restaurants should focus on improving their staff structure and effectively managing human resources to minimize labor waste.
5.2.2 Some solutions to expand markets in the coming time
The restaurant's technical facilities generally meet the expectations of a 4-star establishment; however, continuous renovation and upgrades are essential to maintain competitiveness and create lasting impressions on guests Over the years, some equipment and decor have become outdated and no longer align with consumer preferences Issues such as mismatched tables and chairs, along with worn-out table covers and low-quality dishware, detract from the dining experience and may appear unsightly to customers To enhance the restaurant's image and ensure a luxurious atmosphere, it is crucial to invest in uniform and aesthetically pleasing equipment Although upgrading facilities is a long-term and costly endeavor, it is vital for preserving the restaurant's reputation and attracting more patrons Guests seek not only delicious food but also an enjoyable and visually appealing dining experience.
5.2.2.2 Improving the quality of the staff at Xeo Cuisine Restaurant
In the restaurant industry, the quality of service is fundamentally shaped by the live interactions of service staff, which cannot be replaced by automation Staff members, who engage directly with guests, must possess strong expertise, foreign language proficiency, and excellent communication skills to create positive impressions and meet customer service expectations To enhance service efficiency, restaurants must implement innovative training solutions focused on continuously developing the professional qualifications and skills of their front-of-house, bar, and kitchen teams.
When hiring staff for a restaurant, it is essential to thoroughly evaluate their qualifications Candidates should ideally have completed training courses in hotel operations, possess strong language skills, exhibit excellent communication abilities, demonstrate a passion for their work, and maintain a professional appearance.
To enhance service quality, hotels should conduct regular training sessions focused on service skills, foreign languages, and communication for waitstaff and bartenders It is essential for management to assess their staff's needs to prioritize training effectively, determining which employees require immediate development and which can be addressed later Additionally, careful planning regarding training schedules, methods, and content is crucial to ensure high-impact results in employee performance.
- The restaurant should have a compliment policy for the best staff, if anyone wins the title, it will be awarded positive reward From there will be
Encouraging employees to embrace responsibility and actively enhance their skills is essential for a productive work environment It is equally important to implement appropriate consequences for those who disregard rules or engage in unprofessional behavior, as this can negatively impact the restaurant's operations and reputation By establishing a culture of accountability, staff can learn from their experiences and contribute positively to the overall success of the establishment.
Regular cleaning of the kitchen and restaurant is essential to maintain a clean, grease-free environment that enhances the restaurant's aesthetic appeal Additionally, consistent cleaning simplifies and accelerates the overall cleaning process, ensuring a more efficient operation.
To ensure food hygiene and safety in the kitchen, it is essential for staff to clean tools and materials before and after each shift In the lobby and restaurant areas, employees should meticulously clean floors, tables, chairs, and corners Additionally, it is important to signal when the floor is wet to prevent accidents for both customers and staff.
To ensure the longevity of essential restaurant items like tables, chairs, fire extinguishers, and gas stoves, it is crucial to establish a comprehensive inspection and cleaning schedule This schedule should outline weekly, monthly, quarterly, and yearly maintenance tasks.
5.2.2.4 Increasing advertising activities of service business eat and drink and regularly receive feedback from customers quality service
High-income individuals often feel that restaurants lack their preferred dishes, while low-income customers view dining out as a luxury, leading to hesitation in choosing restaurant services To address this issue, restaurants should implement timely and effective advertising and promotional strategies to showcase their food and beverage offerings Utilizing various channels such as the internet, packaging, labels, posters, and newspapers can help attract a diverse customer base and enhance visibility.
In addition to advertising, restaurants should conduct regular customer polls to gather feedback and encourage patrons to share their suggestions This valuable input helps assess service quality, allowing establishments to highlight their strengths and address weaknesses Understanding customer perceptions is crucial for meeting their needs rather than simply pushing available offerings To achieve this, restaurants must effectively penetrate the market, making advertising an essential component of their business strategy.
5.2.2.5 Diversifying of food and drink products