Wk 10 EOC: Top Restaurant in Vegas

WHAT RESTAURANT AND FOODSERVICE CUSTOMERS SEEK

Restaurant and foodservice customers buy products, service, and an overall dining experience. To provide excellent service, managers must understand the elements all customers seek when they make restaurant and foodservice purchases:

• • Quality products
  -"Ingredients are fresh, including fresh fruit and even flowers, and you really taste a good balance of all the ingredients listed in every drink."
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• • Quality service
• -"Amazing service, great quality cocktails and the bartenders are very careful with how they make your drink. Great first time experience, will definitely be back for more drinks. The DJ is definitely on point."
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• • Cleanliness
• -"Great cocktail bar in Clear Lake area. Very nice upscale atmosphere."
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• • Value
• -"I definitely recommend coming during happy hour to take advantage of their amazing drink specials."
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• • Total experience
• -"Wow! This place is absolutely awesome.. Never knew cocktails could taste this good! Only been open since April 2016. Owner and Bar Tenders are super friendly and awesome... Great date night with the wife! Jon Taffer is not needed here #NoBarRescueNeeded

Wk 9 EOC: Why Tipping is Wrong

I think tipping should be banned because it not only dictates what the guest thinks of you and your service but it could also be seen as demeaning. Danny Meyer is one restaurateur who has started to ban this in all of his restaurants. It also creates a pay difference between the FOH employees and the BOH. Everyone works together to serve the guest, so why does one part get a tip and not the other? To fix the pay gap, the minimum wage could be changed to receiving what the employee deserves for his or her work. That way, any one person who aspires to make a good living would have to work for it, and not slack off and think that they still deserve the minimum wage. "The quality of cusotmer service strongly impacts a customer's overall dining experience. High-quality customer service leads to customer satisfaction and a good dining experience" (251). This would definitely create more business for the company and possibly create more jobs because people know what they are capable of doing. Yet, others believe that tipping is what drives people to do their best. "Overall, customers will reward service staff for an enjoyable experience by giving compliments or tips. If the service staff is being tipped generously, then chances are the customers are enjoying themselves" (68). That shouldn't be the reason why the staff should work properly, they should do their job because its what is required of them and because its the right thing to do. "All customers seek customer-centric service regardless of the segment of the restaurant and foodservice industry in which they are making a purchase; all customers want their own needs met. When their needs are met, customers’ views of an operation’s service levels will be positive" (250).

Wk 8 EOC: 3 quotes from Final Project

"Promotion is the means used to communicate to customers. In this book you will learn about several promotional tools managers use to ensure their customers receive, understand, and remember the messages sent to them. These tools include advertising, personal selling, and on-site merchandizing as well as product promotions, publicity, and public relations" (27).

"Sales pitch... the best performers are patient and wait until they understand the customer’s needs before presenting their operation’s features and benefits" (140).


"A mission statement, is a written reminder to employees about the purpose and goals of a company, to develop their service standard expectations. Managers also consider their own expectations" (276).

Wk 7 EOC: The Pitch

Imagine you're in Chicago, in the dead of winter of 1930. The Prohibition has been in effect for a decade now. It's the weekend and you want to go out and have fun with your friends. One of you has an idea of going to an underground speakeasy. It's risky but you all agree on going. Once you get there, you know it was a good decision. The air is thick with smoke and the music is swinging. People are dining, drinking, smoking and dancing, everything that leads to a good time. You know the risks of the Feds showing up and taking down the operation, but for now, all you want to do is have a good time.

  This is the theme of my pop-up restaurant here in Las Vegas, Nevada. A 1930's speakeasy restaurant. It will be called, Blue Velvet and will be located in Downtown Las Vegas at Freemont. The address is 321 S. Casino Center, Las Vegas, NV 89101, listing at 2.50 per SF at 1,200 SF. This is the perfect location for this pop-up restaurant because its downtown in the historic part of Las Vegas.  "Sales pitch... the best performers are patient and wait until they understand the customer’s needs before presenting their operation’s features and benefits" (140). We will be open Friday night through Sunday night, as if we were a real speakeasy; from 5 pm to 2 am. During these hours, we will be serving dinner and appetizers for later on in the evening. The waiting staff will be dressed in the 1930's attire. For the men: black suits with a bow tie, and for the women: dresses and flapper attire. It will be as fine dining as the Depression can permit, serving: European hors d'ouerves such as scalloped oysters, lima beans in tomato sauce with crisp bacon, roast beef, Yorkshire pudding, rotisserie, and liver pâte. These are just a few ideas that could be served during dinner. As for the alcohol aspect, we will be serving liquor on a lower level. The motto will be, "Make your “wet” dreams come true." As for advertising, we will hand out pamphlets, and put our radio and TV ads. Since this is a popup restaurant, we will only be open for three months and possibly open somewhere else, just like a real speakeasy, where they must disappear within a short times notice. "A mission statement, is a written reminder to employees about the purpose and goals of a company, to develop their service standard expectations. Managers also consider their own expectations" (276).

This is my creative content, in which I created an advertising billboard for the Pop-Up restaurant.

Implementation Evaluation Control

The final step in any start up for a business is, figuring our how you will  execute all of your ideas to create something spectacular. "Control consists of measuring “what is” and comparing it with “what ought to be” and then addressing the planning, organizing, directing, or training needed to meet established goals and standards" (236). Everything may sound great in your head but it is needed to share your ideas with potential investors, friends and family members. With their feedback, you can adjust plans and information accordingly. "Finally, a well-developed marketing plan summarizes and addresses the marketing objectives established for a business. An effective marketing plan should be used extensively. Prior to implementation, it should be shared with those directly affected. Also, it should be modified as needed if the market environment changes in ways that directly affect the plan" (16). Once everything is set, implementing the marketing plan is simple. Get your investors, lenders, business partners together and start your business. Once all of the research, information gathering and financial paperwork is over, the fun will then begin.

Price

The price is another important aspect in any business establishment. If everything is too expensive for the experience you offer, man people won't perceive it as a good value. "Value is the difference between what customers get when they buy a product or service and what they pay to get it. All customers desire good value. But good value is not the same as low price. In fact, when products or services are sold at prices so low it is not possible to deliver good quality, it is usually not possible to deliver good value" (6). For my pop-up it'll be free of charge to enter but like any restaurant there would be a cost for food and drinks. Our prices will be worth the experience of a true speakeasy. It may be a little on the higher end, but there aren't many speakeasy themed restaurants in town. After all, they are paying for an experience, if they wanted European food they could go to any restaurant on the strip, but they come to receive that experience.

Distribution

"Depending on the portion size of the sample, the product, and its distribution samples may be costly or provide a poor return on investment" (161). Distribution of our products is how we deliver our service, drinks and food to our guests; this aspect may not seem so important but it is. It can affect the way customers feel and think about our establishment. We must distribute the same type of products and service to each and every one of our guests. This way they all receive the same service and will likely come back to dine with us.

Promotion

Promotion plays a big part in the success of any business out there. Without it, people possibly won't know that you exist. It is the means of getting your business out there and "promoting" yourself. "Promotional activities can take place outside or inside establishments. A radio advertisement is an external promotional activity because it is a message sent to guests outside the establishment. A physical menu is a communication tool most often used to send a message to guests already inside the operation.

Today, other key marketing tools include email, the Internet, social media, telephone, and direct mail. In all cases promotional activities are designed to send a message, but they are also intended to develop a long-term relationship between an establishment and its customers" (27). As said in the quote, there are many different forms of social media and means of advertising your establishment. For Blue Velvet, we will advertise with billboards and pamphlets. As for social media, it will be a great idea to connect on Snap Chat, Instagram and Facebook. This way we can be tagged in their post or stories and subtly advertise for us. 

Product

As for our products, we will be serving liquor and food. The drink will consist of a variety of drinks mostly old-fashioned but will include some new drinks. The quality and value of our products is very important to use because that is the sole reason of the pop up restaurant. "Value is the difference between what customers get when they buy a product or service and what they pay to get it. All customers desire good value. But good value is not the same as low price. In fact, when products or services are sold at prices so low it is not possible to deliver good quality, it is usually not possible to deliver good value" (6). Without our products it would only be a museum per say, historical but no alcohol included.

Target Market Strategy

As mentioned above, one of our objectives is to reach the younger generations. "Remember that for each marketing strategy designed to achieve an operation’s marketing objectives, one or more accompanying tactics should be clearly specified" (119). We intend to go on the social media sites and "connect" with them, some of which include, Snap Chat© and Instagram©. This way we would stay connected and are more easily able to share our content. 

Situation or SWOT Analysis

The next step is to analyze how the establishment is doing. This will tell us if our target market is reacting the we we'd like or how our employees are coping. We would then adjust accordingly. "SWOT analysis considers the proposed establishment’s strengths, weaknesses, opportunities, and threats from the viewpoints of the owners, managers, employees, and customers" (104). 

Objectives

This will then lead us to our objectives for this pop up restaurant in Las Vegas, NV. "Identifiable objectives contained in a marketing plan may include the number of customers the operation seeks to attract, its total revenue goals, and measures of the average amount spent by guests during each visit." (13). As a new themed restaurant in the city, we plan on attracting the younger millennial and Gen X customers. Since, they are the younger generation, they must have heard it from their parents or grandparents what it was like to live in that era. Our objective is to deliver the experience they've only heard in stories. 

Business Mission Statement

Every business has a mission statement and this is what catches everyone's attention from the other competition. "A mission statement, is a written reminder to employees about the purpose and goals of a company, to develop their service standard expectations. Managers also consider their own expectations" (276). Our mission statement is,"Taking a trip back to the 1930's to experience the Prohibition and all of it's secrets as we deliver a fine dining experience."

Wk 6 EOC: Setting Menu Prices

When selecting a restaurant to dine at has many factors to consider. Such as, what type of food do they offer, what is the price range, how is the ambience, how far is the drive? These are all factors that one considers when trying to figure out where to eat. Needles to say, many of us have asked ourselves these questions, therefore they are quite important. Even having a prior experience will influence our decisions, whether it be good or bad. Often times, many families go out to eat because they don't have time to prepare something themselves, so they go where the prices are fair and where they know their experience will be good. In this case this is a need from the family. "A potential customer with a recognized need or want may seek additional information. The amount of information a potential buyer seeks may vary depending on the situation. A spur of the moment decision to buy a dessert
after a meal may require only a quick look at the menu options. Determining where to celebrate a 25th wedding anniversary, however, may call for a good deal of research into appropriate alternatives" (77).

a. How does price influence your choice of restaurant? 
b. Do you think selling price influences most guests’ decision making in a similar way? Why or why not? 
c. What advantages could managers gain by advertising low selling prices as a way to attract customers?
d. What disadvantages could result when managers advertise low selling prices as a way to attract customers?

Wk 3 EOC:Psychographic Stadium Food

This is an interesting topic because it is what helps restaurants with their business. Now for stadiums, its a little different because they will only receive customers when there is an event going on but at the same time, they will receive so much business because the customers can't go anywhere else for food and drinks. Now this is where they can get creative and offer different foods that aren't so normal. "For example, a manager knows that a new beverage product is becoming increasingly popular with a specific population segment. This manager also recognizes that this population segment includes many individuals in his or her target market. In this case, adding the new beverage item to the operation’s menu, and promoting the fact that it has been added, may influence customers’ buying behavior" (75). This is a perfect example because stadiums are built for games, men like sport games, and men like to drink when watching these sports. Therefore, the restaurants and bars are already ahead of the game with offering different drinks and specials. "In the restaurant and foodservice industry, customers may have a need to satisfy their hunger, but just as likely, they may have a want to join their friends at an establishment, whether they are hungry or not" (77). Now people always eat when in a stadium so restaurants will also provide that service to them, just like the quote says, whether they are hungry or not. It's like the domino effect, one sees another drink and eat and suddenly they are thirsty and hungry, and this will continue whether its a want or a need. "Consumers in their 20s and 30s are more easily attracted to high-energy establishments that may be loud, busy, and crowded with others like themselves"(82). With that being said, stadium foods should be crazy and creative. One famous idea is to name foods after the city's team name. An even a better idea is to run a special during the game only and name weird foods after the opposing team to, "demean" them a little. Many hardcore fans will definitely have a blast with that.

Wk 2 EOC: Themed Restaurants

There are many themed restaurants out there that are gutsy. Many of them don't make it because they didn't know the target market so well. In order for a new restaurant to be successful, these are the things that they have to learn about first. Who lives in that area, what they like and how are their spending habits. "The process of selecting a target market can be thought of as a series of decisions that focus on markets with the most potential." Now many restaurant do succeed because they have done their homework and know exactly what the people want. Such as Pitch Black restaurant where you eat with your sense of smell and taste, rather than with your eyes like normal. These kind of restaurants are quite popular especially after some of them debuting in movies such as "When in Rome." Another aspect that will help with success is knowing what they're spending habits are like, do they want a normal themed restaurant where the prices are fairly low, or a themed restaurant where the prices are much higher than normal. "The data that managers use to help form their plans must be accurate and up to date. Marketing information is simply the data, often in the form of facts or figures, used for making marketing-related decisions. Good information helps managers make strategic decisions that are wise. Decisions based on poor or incomplete data can cause a marketing plan—and an operation—to fail." This can be the make it or break it point for any business. The other factor that greatly helps too is the economy. "The economic environment consists of those factors that directly affect the purchasing power and the spending habits of those in the target market."

Wk 1 EOC: Great Customer Service

I once had dinner at Giada’s restaurant at the Cromwell in downtown Las Vegas. Chef Giada is a famous, female chef, who specializes in Italian food. My classmate Isabel had just graduated from The Art Institute of Las Vegas so we decided to celebrate. We made the reservation for 8:30 p.m. on a Sunday night, we arrived at 8:15. At first it looked like no one was waiting in the designated area so we got a little excited. Once we had walked up to the front desk, the Hostess told us that the reservations are running behind schedule. So we were then told to have a seat and wait for our party to be called. So we had a seat and moments later another party walked in and were told the same thing. Finally, around 8:50 our party was called and the hostess led us to our table. The restaurant was spectacular and it was quite busy as it should be on a Sunday night. Not a minute after we had taken our seats, one of the waiters came up to us and welcomed us into the restaurant. He then offered us a drink to start off with and handed us the menus. Everything was done in a proper and timely manner which I am a huge fan of. We got our appetizers promptly and then our entrees not long afterwards. The best part of the night was that we were able to meet the Sous Chef and a tour of the kitchen.  Sous Chef Dante is actually a graduate from The AI as well. “Customers who receive better service are more satisfied. They feel more appreciated, and like the higher-quality service they receive. They also feel they are getting more for their money” (303). This is particularly true because this dining experience was amazing, but pricey. I definitely got my money’s worth and I would absolutely dine there again.

Wk 1 EOC: My Voice

Food is my passion and I am a Culinary Professional. For as long as I can remember, I have always been in the kitchen helping my mother and grandmother cook and prepare meals. Whenever I’m in the kitchen, it gives me a sense of belonging and a peace of mind. I’ve always liked seeing the faces of family members or those of friend’s whenever I present to them the dish I had prepared. Being able to create something delicious from a handful of ingredients is what drives my initiative. One day, I strive to run my own restaurant. Exact dice cuts, the perfect consistency of a sauce, the colorful array of vegetables, or the crispness of the roasted meat. This is everything I look for when I prepare a dish. There should be a balance of sweet, salty, smooth, crunchy, and spicy or sour depending on the plate you’d like.  Many people think that cooking is an easy task, let me correct them. Cooking is more than just throwing ingredients together and calling it quits. It’s about figuring out which flavors play out well, which textures compliment each other, and creating a visually appealing arrangement. Cooking for me is a way of life.