INTRODUCTION
In today's world, eating and drinking are fundamental human needs that contribute to both physical health and mental well-being Exploring new foods and flavors enhances our life experiences, driving the growth of the restaurant industry As people's desires and needs increase, the demand for restaurants continues to rise.
Tourism is a vital industry in Vietnam, significantly contributing to economic growth and profitability over the years The expansion of the tourism sector has positively impacted various industries, particularly in the restaurant and hotel sectors.
To thrive in the competitive restaurant industry, it is essential for establishments to ensure their products are well-known and appreciated by customers When patrons spend money on dining services, they inherently set expectations for their experience, making it crucial for restaurants to meet these standards The quality of food and drink service is paramount; high service quality not only attracts more customers but also enhances revenue and helps build a strong brand reputation This article focuses on “An investigation into the quality of catering services at Xeo Cuisine Restaurant and some media solutions to attract customers.” The aim is to leverage insights gained from a recent internship to analyze the strengths and weaknesses of the service at Xeo Cuisine Restaurant, ultimately proposing solutions to elevate its service quality.
Improving the quality of restaurant services is essential, as it is the primary concern for customers To achieve this, it is crucial to understand customer preferences and the specific requirements they have when dining out Additionally, assessing the current quality of restaurant services will help identify areas for enhancement to meet evolving customer expectations Furthermore, researching the tastes and needs of potential new customers can aid in offering high-quality services that attract a broader clientele By focusing on these strategies, restaurants can increase revenue and diversify their product and service offerings.
To analyze and evaluate the current situation of food service quality at the restaurant.
To determine the factors affecting services quality.
To give some solutions to overcome limitations to improve service quality and attract customers.
The study focused on the quality of catering service in the restaurant, the strategy of attracting guests, and so on.
The research finds out the advantages and disadvantages associated with the procedure.
Analyzing and evaluating the situation of the quality of catering services at Xeo Cuisine restaurant in the period 2017 – 2019.
From that, suggest solutions and recommendations to improve the quality and meet the needs of customers when coming to the restaurant.
The collecting method: collect data and documents from the finance and accounting department.
The observation method: observe how employees work during service, customer attitudes, and restaurant facilities.
The analysis and data processing method: explain the hypotheses in the research process
The comparative and analytical methods: compare data from year to year to see the difference and come to a conclusion that the restaurant is thriving or not growing.
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: 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: Conclusion and suggestions This part is the summary of research’s finding.
THEORETICAL BACKGROUND
Overview restaurant and restaurant business
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 in exchange for payment, typically with food served directly to their tables by waitstaff.
A restaurant is a venue that prepares and serves food and beverages to customers for profit, catering to a diverse clientele or specific groups With a variety of operational styles, themes, and menu offerings, restaurants play a crucial role in the food and beverage (F&B) industry.
A restaurant is a business that prepares and serves food and beverages to customers for payment, which can be made before, after, or on a tab basis While meals are typically consumed on-site, many establishments also provide take-out and delivery options Restaurants differ significantly in their design, menu offerings, and the cuisines and service styles they present.
Classifying restaurants is essential for understanding customer needs and enhancing service quality Various criteria can be used for classification, such as the size and class of the establishment, the type of food service offered, the method of service, and the level of connection with customers.
Here are some popular types of restaurant:
Fine dining restaurants provide an upscale dining experience featuring multiple courses, including salad, appetizer, entrée, and dessert These establishments focus on creating an elegant and exclusive atmosphere that embodies sophistication and class They may operate as franchises to reach a wider audience or maintain a single location to enhance their refined image.
Casual dining: casual dining types of restaurants usually share the following characteristics:
Customers are served at their table
Food offerings are moderately priced
Decor is often unique and based on the type of food served.
Fast casual dining appeals to customers seeking quick meal options that are healthier than traditional fast food and more budget-friendly than casual dining restaurants.
Fast food restaurants, such as Taco Bell, Burger King, and KFC, are among the most recognized dining options due to their affordability, convenience, and quick service This emphasis on speed often leads to the use of preheated or precooked ingredients, making them a popular choice for diners seeking a fast meal.
A cafeteria offers a selection of ready-cooked meals displayed behind a long counter, where customers can line up, grab a tray, and choose their preferred food items as they move along the offerings.
The coffee house concept, popularized globally by Starbucks, represents a distinct type of restaurant that offers unique features not commonly found elsewhere.
Limited selection of cold foods such as pastries, donuts, and sandwiches. Allowing guests to relax and socialize without the pressure to leave after eating.
Buffet restaurants offer a variety of dishes at a fixed price, allowing guests to serve themselves and return for more as often as they like This dining style is particularly suited for specialty cuisines such as pizza, Indian, Chinese, home cooking, and breakfast foods, although it is not limited to these options.
A ghost restaurant, also known as a virtual, delivery-only, or dark kitchen, is a food-service business that operates solely through phone or online orders Unlike traditional restaurants, ghost restaurants lack a physical storefront, decor, and large dining spaces, focusing instead on a streamlined model that requires only a kitchen and delivery drivers to serve customers.
A family style restaurant offers a casual dining experience where servers present food in large dishes for customers to serve themselves and share with others at the table This dining model fosters a relaxed atmosphere, making it ideal for families with children and groups of friends looking to enjoy a communal meal together.
Food trucks, carts, and stands are contemporary businesses that typically specialize in a specific type of cuisine, such as tacos, sandwiches, or ice cream, offering a limited menu centered around these items Often grouped with fast food restaurants, they prioritize quick service, and may have minimal or no seating available for customers.
Pop-up restaurants are innovative dining concepts that enable chefs and owners to explore diverse culinary ideas without altering their permanent establishments These eateries can take various forms, such as seasonal beer gardens, upscale dining experiences in unique venues like warehouses or rooftops, or casual restaurants that change locations frequently The allure of pop-up restaurants often stems from their novelty, while the exceptional food and drink offerings ensure that patrons continue to rave about their experiences long after the pop-up has closed.
The bistro originated in France, offering hearty meals at reasonable prices in a casual yet upscale environment Bistro owners typically do not view their establishments as fine dining, which emphasizes multiple courses in a luxurious setting; instead, they focus on providing classy and classic dishes in a more relaxed atmosphere.
1.1.3 Goals and objectives of opening restaurant
Roles and functions of restaurant
In today's fast-paced world, many individuals struggle to find the time or motivation to cook at home regularly Restaurants offer a convenient alternative, allowing busy people to skip grocery shopping, meal preparation, and kitchen cleanup By ordering from a diverse range of menu options and specialty cuisines, diners can enjoy unique culinary experiences that they may not have the opportunity to create themselves.
Dining has evolved from a necessity during travel to a significant social event, offering a space for connection and interaction Whether it’s enjoying coffee with a friend, sharing lunch with colleagues, or having a romantic dinner, restaurants serve as vital venues for social engagement Even solo diners can foster connections by sitting at the bar or interacting with familiar waitstaff, highlighting the communal aspect of dining out.
Restaurants serve as popular venues for various business meetings, including regular gatherings by local chambers of commerce in diners Larger establishments often offer private rooms and catering options, such as buffets, to accommodate seminars and corporate events Additionally, informal meetings among business professionals frequently occur at public dining tables, making restaurants a versatile choice for business interactions.
Eateries serve a dual purpose beyond satisfying public cravings; they provide essential vocational training for food industry workers and create employment opportunities for many individuals.
In the U.S., 10 percent of workers are employed in culinary careers, where they gain essential experience in restaurants under the mentorship of executive chefs or head cooks, allowing them to refine their culinary skills Additionally, many food service employees advance through the ranks, starting as dishwashers and progressing to house managers as they acquire valuable skills and experience.
Dining out for special occasions like birthdays, weddings, or retirements is a delightful experience Many restaurants cater to larger groups by offering customized services and menu packages to create memorable events These venues often manage food preparation and service while providing essential amenities such as event space, table linens, waitstaff, bar services, and sound system support Some establishments even provide an event manager to ensure a seamless celebration.
Restaurant service quality assessment criteria
Service quality is crucial for competition in the service market, as it directly influences customer demand and is essential for the survival of service organizations To enhance service quality, evaluating and managing it has become a focal point Embracing a "customer-oriented" approach allows customers to engage in the assessment of service quality In the catering industry, five key criteria are used to evaluate service quality: reliability, sense of responsibility, assurance, empathy, and tangibility.
Reliability: this includes ability of delivering committed reliable services.
Responsiveness: this refers to the services employees’ ability and desire to help customers and provide them with rapid services
Assurance: this is the employees’ knowledge and humility, and ability in creating confidence and reliability among customers
Empathy: this is refers to respecting and valuating customers.
Tangibles: this includes physical equipment and facilities
The study introduced a comprehensive set of components for assessing service quality across various dimensions and subsequently created a dual-purpose questionnaire This questionnaire is utilized twice in each survey: first to measure customer expectations and second to evaluate their perceptions of the services provided Analyzing the survey responses enabled the identification of the service quality gap between expectations and perceptions, which is categorized into five distinct gaps, as detailed in the following section.
Gap of customers’ expectations and management perceptions of these expectations.
Gap of management perceptions of customer expectations and services quality characteristics.
Gap of services quality characteristics and actually presented services.
Gap of customers’ expectations/perceptions of services that is presented to the customers
Gap of expected services and perceived services.
Figure 3.2.2: The five factors in determining in the quality of service.
Professional skills, polite, sense of security
CASE DESCRIPTION
Overview 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
Banh Xeo is a popular and very familiar dish of people in the central region Before opening the chain of Xeo Cuisine restaurants in Da Nang city,
Mr Nguyen Tan Vu dedicated two years to exploring pancake varieties across various provinces in Vietnam, aiming to master the essence of this beloved dish He was particularly captivated by the pancakes he encountered in Quy Nhon and Binh Dinh.
Mr Vu emphasized that the unique features of this cake lie in its sauce and crispness After thorough research, he decided to launch the first Xeo Cuisine restaurant to showcase this dish to tourists The restaurant has achieved a 4-star standard, offering a luxurious ambiance that blends modern and traditional elements Xeo Cuisine presents a traditional dish in a fresh yet familiar way, elevating the dining experience for customers In contrast to the rapid growth of many other eateries, Am Thuc Xeo stands out as a distinctive gem amidst the vibrant culinary scene, with decor inspired by Hoi An.
The restaurant features a luxurious and cozy design, highlighted by colorful lanterns and a vibrant mural of Hoi Street on the wall Its exterior is adorned in golden tones, while the spacious and modern interior showcases elegant furniture, teapots, ceiling lamps, and decorative flower vases, all contributing to a harmonious atmosphere This refined setting is dedicated to celebrating banh xeo, offering diners a unique culinary experience Located at 75 Hoang Van Thu Street in Hai Chau District, Da Nang, the restaurant operates daily from 10:00 am to 10:00 pm and has expanded to four branches due to its rapid growth.
75 Hoang Van Thu - Da Nang
A19 Vo Van Kiet - Da Nang
Picture 3.1.1 Map of Xeo Cuisine Restaurant
Figure 3.1.3: The organization structure at Xeo Cuisine Restaurant
The Board of Directors plays a crucial role in the restaurant by overseeing operations, managing staff, and making final decisions on key matters such as strategy, planning, and development direction They are also responsible for addressing unexpected and serious issues that arise, ensuring the smooth functioning of the establishment.
Effective restaurant management is crucial for ensuring smooth operations and high customer satisfaction The restaurant manager oversees daily activities, ensuring that staff meet performance standards and customer expectations Key responsibilities include monitoring workflow, addressing issues promptly, and implementing strategies for continuous improvement in service quality.
The restaurant manager holds full authority over the recruitment, training, supervision, and even the dismissal of employees, particularly those in customer-facing roles.
Effective asset and inventory management is crucial in restaurant management, as it encompasses the oversight of essential items like furniture, dishes, and toiletries Restaurant managers must ensure the preservation of these assets while collaborating with chefs to monitor kitchen appliances, making necessary replacements or purchases to maintain operational efficiency.
In a restaurant that operates from early morning until late at night, full-time staffing is limited, necessitating the store manager to assign employees to specific shifts During peak meal times, when customer volume increases, the manager must adjust staffing levels accordingly to meet demand Additionally, any requests for shift changes or leave must be approved by the restaurant manager to ensure smooth operations.
The restaurant frequently hosts significant events for companies and organizations, requiring the manager to handle reservations, organize the event space, and assign dedicated service staff During peak times such as holidays or wedding seasons, the restaurant's management structure may be adapted to effectively manage various events based on their specific nature and scale.
The restaurant manager must conduct daily reviews of financial records to ensure that the actual revenue and expenses align accurately with the documented figures.
Controling types of invoices; receiving and checking accounting vouchers.
Controling prices of imported goods.
Building salary scale for employees.
Making records to determine business results of the restaurant.
Making monthly, quarterly and annual financial statements for the restaurant.
Checking ingredients and food stock; grasping specific figures and calculating to order
Preparing sufficient materials and necessary equipment for cooking process; ensuring hygiene for all equipment as well as the assigned kitchen area
Before importing goods, it is essential to verify that the actual quantity matches the figures stated in the import order Additionally, a report should be submitted to superiors detailing the quality of the goods, as well as any discrepancies related to excess or shortage in quantity.
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; receive orders from customers; assigning specific jobs in the undertaking department
Contributing ideas to build menus, develop departments.
Arranging and assigning work to employees under your authority.
Offering to reward, punish, or hire more staff
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, order ingredients for the bar
Helping the other department complete the quest.
Performing other jobs according to the assignment.
The Reception Department serves as the initial point of contact for customers entering the restaurant A receptionist not only greets guests with a friendly demeanor and professional attitude but also handles various responsibilities associated with their role.
Asking for how many people.
Arranging and guiding guests to sit at the table.
Introducing the menu of the restaurant
Welcoming customers to the restaurant and giving the menu.
Answering questions and recommending food and drinks for new customers.
Receiving orders for drinks and food from customers and taking 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 and so on.
Supporting clean and airy restaurant cleaning.
Serving customers throughout the meals, assisting customers when needed.
The Security Department is responsible for safeguarding the safety of both customers and staff in a restaurant A security guard's primary duties include ensuring the protection of individuals and property, maintaining a secure environment, and responding to any incidents that may arise.
Receiving and keeping cars,property for guests and staff.
Handling situations that arise related to security issues in the restaurant. Supporting restaurant property maintenance and repair.
Checking out all electrical systems in the restaurant, immediately notify maintenance staff to handle it if detecting a problem with electricity – water.
Cleaning Department: is the job responsible for hygiene issues throughout the restaurant to ensure every space is clean, tidy and fragrant. They usually do some specific jobs as follows:
Cleaning the assigned area at the start of the work shift.
Cleaning the toilet area of the restaurant.
Cleaning the guest service area during work shift.
Ensuring efficient and economical use of electricity, water and chemicals.
Serving process of Xeo Cuisine restaurant
The food service process involves a series of professional operations carried out by employees in a sequential manner, all aimed at maximizing customer satisfaction through high-quality service and food Regardless of the restaurant's size, adhering to a standardized dining service procedure is essential for effective and convenient customer service Each establishment's size and business strategy will influence the demand for catering services, leading to variations in the number of steps in the process.
The food service process is performed by the waitress, including 4 steps.
It takes place at the corresponding time as follows:
Table 3.2.1: Serving process at Xeo Cuisine restaurant
Before the customer arrives Getting reservation
The customer arrives Welcoming customers
Confirming whether the customer has a reservation Confirming responsiveness of restaurant
Leading customers to the suitable table
During the mealtime Pulling chair and spreading napkins for customer Pouring tea Recommending restaurant’s menu Consulting dishes
Getting order Repeating the order Printing respective orders to kitchen, bar and cashier
Bringing the food to the table Observing and serving during the mealtime
The customer leaves Printing bill
Receiving money from customer and return the change
Saying thank you and seeing the customer off
Cleaning and setting dining table to welcome the next customer
Step 1: Getting reservation and preparing
The staff in charge accepts the customer's request for reservation.
Checking the responsiveness of the restaurant and notifying the customer to confirm whether they have reservation or not.
If the guest has a reservation, asking for details of the guest such as name, phone number, arrival time, number of people, number of dishes, and other special requests.
Saving information to software, and notifying management and relevant departments to know.
- 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.
Upon arrival, the service staff promptly coordinated with the receptionist to greet guests in the appropriate language, adhering to the restaurant's standards They began by inquiring about reservations and the number of diners at the restaurant.
To ensure a pleasant dining experience, service staff should guide guests to their preferred seating while directing their hands toward the table Maintaining a respectful distance of 1 to 1.5 meters in front of guests is essential for effective service and guest comfort.
-Proceeding to pour tea into a cup and inviting guests to drink tea after they have settled down.
-Opening the menu and putting on the table.
-Notifying guests of the dishes that are not available for that day.
-Introducing typical dishes, new dishes or dishes that match the preferences and requirements of customers.
-Explaining in detail the ingredients of the dishes if they request.
When processing customer orders, staff must accurately input the selected dishes into the order machine, ensuring they note the correct table numbers and quantities Additionally, it's essential to include any special requests, such as dietary restrictions like "no green onion" or "no shrimp," to ensure customer satisfaction.
-Repeating the names of the dishes and the quantity of food or drinks in the order table to confirm with the customer.
-Saying thank you for ordering and asking for permission to wait while the chef prepares.
-Printing the respective order to kitchen, bar and cashier.
-Busboys uses a tray to bring the food and drinks that have been prepared for guests, and at the same time introduces guests to the name of the dish.
Staff should adopt an appropriate standing position that allows them to effectively monitor the arrival of new guests while also being attentive to the needs of diners, ensuring they can promptly address any additional requests.
Step 4: Paying, seeing off customer and cleaning up
- Bringing the bill when guests asking for payment.
- Receiving money from guests and return the change.
- Reminding guests to check if they have forgotten anything; saying thank you for having a meal at the restaurant; saying goodbye with a bright smile.
- Cleaning up the table of customers, classifying garbage and tools at the right place.
- Setting up new dining table according to restaurant standards; ready to welcome new customers.
Some important principles in serving process at Xeo Cuisine Restaurant
Customer service is a crucial element of any restaurant, as exceptional service can significantly influence customer loyalty, regardless of the restaurant's décor or food quality Effective customer service encompasses various aspects of daily operations, extending beyond just the front-of-house staff It is essential for all employees to understand and implement key principles of customer service to enhance the overall dining experience and encourage repeat visits.
The customer is always right, a fundamental principle in business, emphasizes the importance of never contradicting a customer, even when you believe they are mistaken Handling issues effectively in any restaurant is crucial for customer retention When a customer expresses dissatisfaction, employees should listen attentively, take responsibility for the situation, and sincerely apologize while remaining calm It’s vital to engage with the customer, understand their needs, and work towards a mutually beneficial solution without assigning blame, ensuring a smooth resolution with minimal drama.
Minimize wait times for diners to enhance their experience; long waits for meals, appetizers, or drinks can lead to frustration, regardless of the quality of the food If a dish requires extra cooking time, inform customers ahead of time to manage their expectations and prevent impatience.
Always inquire about customer satisfaction with their food, as showing that their opinions matter fosters a positive relationship Successful restaurants actively seek feedback to understand if customers are happy or dissatisfied By inviting comments, you demonstrate a commitment to improving your service Listening to customer feedback provides valuable insights into your strengths and areas for improvement, allowing you to view your service from the customer's perspective and enhance their experience in the future.
To ensure a pleasant dining experience for guests, staff must maintain a quiet atmosphere and remain attentive to customer needs Employees should refrain from using their phones during shifts and avoid any disruptive behaviors such as running, shouting, or loud conversations in front of patrons Upholding these standards reflects respect for customers and demonstrates a professional work ethic.
Address customer issues promptly to ensure satisfaction and maintain a positive relationship Regardless of your level of preparedness, unexpected problems can occur, and it’s crucial to address them immediately Always prioritize customer happiness by resolving issues quickly, preventing frustration from lingering while they await assistance from you or a manager.
Types of guest come to Xeo Cuisine restaurant
In the restaurant industry, it is essential to thoroughly analyze and understand customer demographics By classifying customers and pinpointing target audiences, restaurateurs can effectively align their offerings with market demands Identifying customer groups involves evaluating various criteria and factors, as illustrated in the accompanying table.
Table 3.4.2: Structure of guests at Xeo Cuisine restaurant
Figure 3.4.4: Rate of guests at Xeo Cuisine restaurant
Teenagers Visitors Families Couples Conferenr
As can be seen from the chart, the number of customers come to the restaurant is quite large and tends to increase over the years Among the above
5 types of customers, tourists are the largest It accounts for about one third of the total number of guests Second is family guests accounting for about 27%.
It can be seen that this number is stable over the years.
The number of young guests has also increased sharply in recent years.
In 2017, it was 1,746 customers By 2019, an increasing of 378 customers be added It is estimated to increase to about 16,4%
Couple guests represent 13% of the total customer base, making them the fourth largest demographic Notably, their numbers have surged, leading to a significant increase in arrivals that closely rivals the growth seen among teenage customers.
In 2017, conference guests at Xeo Cuisine restaurant were minimal, comprising just 9.7% of total attendance This figure saw a remarkable increase, doubling in 2018 and reaching 1,258 guests in 2019, marking a pivotal advancement in the restaurant's branding efforts The expectation is that in the upcoming years, both the number and diversity of guests will continue to rise.
ANALYSIS AND EVALUATION
Revenue
Table 4.1.3:Xeo Cuisine Restaurant revenue from 2017 to 2019
2017 2018 2019 Difference Developme nt Speed Difference Development
Figure 4.1.5: Xeo Cuisine Restaurant revenue 2017 to 2019
According to the table and chart above, we can see that restaurant revenue has steadily increased over the years as follows:
In 2017, the total revenue reached 18,438 billion VND, with beverage sales contributing 2,572 billion VND, which represents approximately 14% of the total revenue In contrast, food revenue significantly dominated the market, totaling 15,866 billion VND and accounting for 86% of overall sales, making it five times higher than beverage sales.
In 2018, total revenue experienced a significant increase, with food revenue soaring to six times that of beverage revenue, representing approximately 85.7% of the overall earnings Additionally, this year's revenue reflects a 7% growth compared to the same period last year.
2017.The growth rate between these two years is evaluated to be quite high, around 106,99%
In 2019, total revenue reached 21,533 billion VND, reflecting an increase of 1,805 billion VND compared to 2018, with a stable growth rate of 109.15% Additionally, revenue saw a notable rise of 16.7% from 2017, marking a significant upward trend during the period from 2017 to 2019, with a growth differential of 2.16%.
The restaurant's success can be attributed to its alignment with the target market, effective capital utilization, and strong management efforts However, the growth rate remains slow, highlighting the need for enhanced market research activities By focusing on these areas, the restaurant aims to improve customer service and increase daily visitor numbers.
Facilities
The restaurant features a classic design with a warm yellow color scheme, enhanced by a lantern system that fosters a cozy atmosphere With a spacious layout accommodating up to 500 guests, it offers a comfortable dining experience Additionally, the venue includes a dedicated play area for children, making it family-friendly.
The dining area features wooden tables, a variety of chairs, and kitchen cabinets designed for convenience Essential dining utensils are provided, including a complete set of spoons, chopsticks, cups, tissues, and a selection of spices such as pepper and chili, along with various sauces.
The restaurant features separate restrooms for men and women, equipped with essential facilities including hand sanitizer, dryers, toilet paper, and trash cans Additionally, it is fitted with air conditioning and fans to ensure a comfortable environment for customers during the hot summer months.
Table 4.2.4: Facilities and tools at Xeo Cuisine restaurant
Name of equipments and tools
Still in using In need of replacement
Staffs
Xeo Cuisine restaurant employs a diverse team of 25 staff members, including 15 waiters, 1 manager, 3 chefs, 2 kitchen maids, 2 bartenders, 1 cashier, and 1 cleaner The majority of the employees, aged between 18 and 25, exhibit a strong sense of learning and responsibility, contributing to a balanced male-to-female ratio While their qualifications vary, each staff member undergoes a one-month trial period, allowing them to gain valuable experience and adapt to the restaurant's working conditions This youthful and enthusiastic team continually enhances their service skills, ensuring a high-quality dining experience for guests.
The kitchen staff, consisting exclusively of male culinary school graduates aged 25 to 32, possess extensive experience from years of working in various restaurants Their specialized training and hands-on expertise enable them to skillfully handle and process dishes, while also demonstrating steady workmanship and creativity in food decoration.
The 2 bartenders are both certified professionally They have the full range of skills of a professional bartender such as acumen, sophistication and creativity In addition, the restaurant also regularly checks staff qualifications every 2 months Thank for that, managers can easily grasp and evaluate the skills of each person to give appropriate rewards and training methods for employees.
The restaurant manager plays a crucial role in overseeing the staff and ensuring customer satisfaction With expertise in addressing customer inquiries and resolving issues, he balances professionalism with a light-hearted approach, fostering a positive work environment His deep knowledge and adept skills earn him the admiration and respect of the entire team Recently, I conducted a customer survey to gather insights on their experiences.
Table 4.3.5: List of questions in customer survey
Order Content Result of evaluation
1 Are the service staffs friendly?
What is their attitude toward customers?
2 How long do customers wait to order?
How long does it take for the food to prepare?
3 How are the staff’s consulting skill for customer to choose dishes?
Do they know dishes in restaurant well?
4 Are the flexible in handing emergency situations?
Are they dedicated in explaning to customers when they need?
5 Do they say hello and thank you when customers come to restaurant?
Figure 4.3.6: Customer reviews of restaurant staff
Service speed Service attitude Communication skill Consulting skill Handle problem skill 0
Customer satisfaction with restaurant staff is generally high, with service attitude receiving the highest satisfaction rating of approximately 4.5 While this score indicates a level of satisfaction, it remains just below the threshold of true satisfaction.
The situational handling and customer communication skills of restaurant staff are crucial for customer satisfaction These skills significantly contribute to business success and the establishment of a strong restaurant brand Effective training provided by management and human resources is essential in developing these competencies among employees.
The consulting skills of restaurant staff are typically assessed as average, as most patrons are regular customers familiar with the menu Upon entering the restaurant, these customers usually order their preferred dishes without requiring assistance or recommendations from the staff.
Service speed is currently rated as average, often falling short during peak hours when customer volume significantly increases During these busy times, particularly at main meal periods, the influx of guests can lead to longer wait times for food While this occasionally prompts complaints from patrons, many customers show understanding after staff provide explanations for the delays.
The average number of guests per hour
Figure 4.4.7: The number of guests come to Xeo Cuisine restaurant per hour
The restaurant experiences its peak hours from 19:30 to 20:30, during which it serves up to 56 customers per hour To ensure optimal service quality, all staff members must operate at their highest productivity during this busy period.
At noon, the peak crowd occurs around 12 o'clock with approximately 40 patrons, but this number is lower than in the evening due to weather conditions and work commitments In contrast, the evening sees a surge in guests who prefer to unwind and enjoy a meal after a long day of studying and working.
Between 1:00 PM and 3:00 PM, there is a significant drop in customer traffic, allowing kitchen staff to efficiently prepare ingredients and dishes for the evening service This downtime also enables waitresses and cleaning staff to thoroughly clean and organize tables, dishes, and other essential items, ensuring a ready and welcoming dining environment for guests later in the day.
From 17:00 to 19:00, the shift was over, so the number of customers started to increase The customer comes in and out continuously, so the average number is 34 people From 21:00 to 22:00, the number of guests will gradually decrease until the number of customers is out Since this is closing time, the restaurant does not accept guests Employees conduct cleaning,shifting and leaving work.
DIFFICULTIES AND SOLUTIONS
Advantages and disadvantages
The food and beverage market is experiencing significant growth, presenting both opportunities and challenges for the restaurant industry This article will explore the strengths and weaknesses of the restaurant business, offering insights and strategies to effectively navigate the obstacles faced by restaurateurs.
With a long-standing history, the restaurant enjoys a loyal customer base built on trust and satisfaction Its diverse menu offers a wide selection, ensuring there’s something for everyone The commitment to freshness and hygiene, combined with beautifully presented dishes, enhances the dining experience and entices guests These key elements contribute to the restaurant's ability to attract new customers through positive referrals from satisfied patrons.
The restaurant offers a fast and convenient booking process, ensuring customers enjoy a quick dining experience with a reservation rate that has exceeded expectations Its spacious architecture, designed in a unique ancient style, features luxurious wooden decor and a cool ambiance that enhances the dining experience The beautiful lighting and scenic views provide perfect photo opportunities, while the well-supervised parking lot adds a sense of safety for guests With fully equipped and tidy facilities, the restaurant creates a welcoming atmosphere for first-time visitors, showcasing unique features that set it apart from others.
Xeo Cuisine restaurant offers a luxurious and spacious dining environment, equipped with all the necessary amenities for a comfortable experience The young and friendly staff are not only thoughtful and enthusiastic but also possess strong communication skills and the ability to handle various situations effectively The restaurant boasts a team of skilled chefs who work collaboratively, ensuring that customer needs are met promptly and efficiently Additionally, the management team is approachable and supportive, fostering a positive atmosphere for both employees and guests alike.
The restaurant industry faces significant challenges due to escalating competition, as the increasing demand for dining options has led to a surge in establishments offering various culinary styles This diversification in choices has resulted in a broader selection for customers, ultimately decreasing foot traffic at Xeo Cuisine restaurant and impacting its revenue.
An effective marketing strategy is crucial for success in the highly competitive F&B sector, where competitors quickly adapt and replicate products To stand out, businesses must implement accessible marketing strategies that resonate with customers Without unique and engaging brand advertising, restaurants risk losing their competitive edge in the market.
The current equipment used to serve guests is facing several issues, leading to suboptimal performance Additionally, kitchen processing tools pose significant challenges for chefs, particularly during peak times when they must cater to a high volume of customers.
During service, waitstaff often make mistakes, such as ordering the wrong dish or lacking knowledge about the ingredients and characteristics of menu items This can lead to delays in addressing issues, as employees may need to wait for management to intervene, resulting in significant inconveniences for guests during their dining experience.
The restaurant's customer service is lacking, as staff often hesitate to warmly greet guests upon arrival and fail to consistently express gratitude when they leave This simple yet crucial aspect of hospitality is often overlooked by the team, leading to a less welcoming atmosphere.
Some solutions to attracting customers
Successful restaurateurs leverage their passion and expertise to excel in the competitive restaurant industry While some may assume that simply lowering prices will attract more customers, the reality is far more complex Attracting patrons is indeed a challenge, but it can be effectively addressed through strategic methods Although each approach can yield results on its own, their combined application significantly enhances customer attraction efforts.
Social media restaurant marketing strategies : with social media platforms, marketing strategies to attract customers have reached a new level.
A robust social media presence on platforms like Facebook, Twitter, Instagram, and YouTube is essential for maximizing business success For restaurants, selecting the right social media channels should be based on the business's characteristics, available advertising options, and user engagement levels Instagram and Facebook are particularly effective for promoting restaurants and reaching a wider audience.
Facebook: creating a business page on Facebook is a must when you want to grow the number of customers at a restaurant With Facebook, restaurant owners can:
Pick a fan of the week/month and present him or her with an invitation to your kitchen
Use quizzes to show that you value your customers’ opinions
Creating a designated photo zone in your restaurant can enhance your social media presence When customers take pictures in this area while waiting for their orders and share them on platforms like Facebook, they not only tag your location but also attract their friends' attention This engagement can lead to increased interest in your restaurant, as people are drawn to places that offer both delicious food and visually appealing photo opportunities To encourage more social media mentions, consider offering discounts on desserts or other menu items for customers who post about their experience online.
To become a successful food blogger on Instagram, create an engaging account that connects with customers and promotes new menu items Utilize Instagram Stories and Instagram Live to showcase signature drinks and menu highlights Collaborate with other food bloggers, leverage relevant hashtags, and encourage customers to share their experiences using your designated hashtag Additionally, link your restaurant’s Instagram account to your Facebook business page for access to Facebook's business and ads manager, allowing you to run targeted ads on both platforms and monitor their performance effectively.
Enhance the visual appeal of your dishes to make them Instagram-worthy by using clever presentation and vibrant colors, which can help your food images go viral Transform your entire restaurant into an Instagrammable space with memorable neon signs, striking accent walls, and dedicated photo zones Promoting your establishment on social media is a cost-effective investment, but we encourage you to focus on a strategic approach that effectively showcases how fast food restaurants attract customers, yielding even more promising results.
Share real-time images of freshly prepared dishes directly from the kitchen by having cooks or designated staff capture photos and videos during peak dinner services Posting these enticing visuals on your Instagram stories serves as a powerful reminder to potential diners of the delicious meals they could be enjoying at your restaurant This strategy not only tempts online users but also delights current customers, as they see their meals showcased on social media in real-time.
Listing your shop on Google Maps is a free and effective way to enhance visibility, allowing potential customers to easily find your location when searching for dining options This budget-friendly marketing strategy not only helps you appear in relevant search results but also strengthens your store's image and connection with customers.
Prominent culinary websites like Foody, Now, Beamin, and Grab offer comprehensive information, images, and customer reviews, helping diners find the perfect dining experience With their strong reputations, these platforms attract numerous customers seeking quality eateries Creating a storefront on these sites is free, but achieving success requires strategic efforts and engagement.
Restaurants will have to spend some money to be displayed on beautiful locations or restaurant introduction videos on facebook.
Using Wifi marketing as a way to store customer information: make sure
Ninety-nine percent of customers utilize Wi-Fi when visiting a restaurant, making it essential to enhance the connection between the establishment and its patrons To access the Wi-Fi, customers are required to interact with the restaurant's fan page or provide personal information This process not only facilitates Wi-Fi access but also allows the restaurant to collect valuable customer data for future engagement and personalized service.
Implementing an enticing promotion can generate excitement for your restaurant while boosting revenue To effectively achieve these goals, consider creative strategies that engage customers and encourage them to visit more frequently.
Maximize your business potential by leveraging holidays and special events to attract customers Consider offering exclusive menus or set meals for occasions like Valentine’s Day and Mother’s Day Additionally, implement promotions that span the duration of significant events, such as buy-one-get-one-free drinks during the World Cup, to enhance customer engagement and drive sales.
Implementing a loyalty card program can effectively reward loyal customers and encourage repeat visits to your restaurant While traditional stamped cards are becoming obsolete, utilizing a digital punch card app offers a modern, engaging, and secure method for managing your loyalty program This innovative solution, integrated into our app builder, allows you to effortlessly distribute stamps for purchases, enhancing the customer experience and fostering brand loyalty.
Encouraging customers to share their experiences on social media by offering promotions can enhance your restaurant's visibility and attract new patrons Additionally, launching new menu items with special discounts not only generates excitement but also incentivizes more customers to try them, ultimately boosting sales and engagement.
When executing promotions, restaurants must strike a balance between providing attractive deals for customers and ensuring profitability One effective strategy is to bundle high-margin items with low-margin ones, allowing for potential losses on the latter to be offset by gains on the former Additionally, offering discounts to groups can help increase overall sales volume, compensating for reduced profits per item.
Forming strategic partnerships with local businesses is a powerful method to encourage repeat consumption of our products By collaborating with companies that host events and meetings, we can provide them with menus and catering services, ensuring a steady revenue stream This approach not only secures consistent business but also attracts new customers through recommendations from the employees of these partner organizations.