An investigation into the real situation and some solutions for enhancing food and beverage services of bistecca restaurant at orient hotel danang

MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER TRAN THI KIM PHUNG An Investigation into the Real Situation and Some Solutions for Enhancing Food and Beverage.

MINISTRY OF EDUCATION AND TRAINING

DUY TAN UNIVERSITY

FACULTY OF ENGLISH

GRADUATION PAPER

TRAN THI KIM PHUNG

An Investigation into the Real Situation and Some Solutions for Enhancing Food and Beverage Services of Bistecca Restaurant at

Orient Hotel Danang

GRADUATION PAPER IN SOCIAL SCIENCES AND HUMANITIES

DA NANG, May 2022

My granduation paper is divided into 6 chapter.

I’ll start with …

CHAPTER 1 INTRODUCTION

1.1 Rationale

As you know, Vietnam has an extremely diverse and rich tourism potential With the growing trend of the tourism industry, now many businesses have also boldly invested and engaged in business to exploit the benefits from this field Therefore, the competition between business in the same field is extremely strong, along with the push for business units to research and launch new

products and services, satisfying customers as well as attracting customers to the products and services of the enterprise Therefore, during the internship at New Orient Hotel, I decided to choose to research on the topic:" An

Investigation into the Real Situation and some Solutions to Enhancing Food andBeverage Services of Bistecca Restaurant at Orient Hotel Danang”

2 Aims and Objectives

In the study, I would like to investigate the current state of the F&B Department at the New Orient Hotel, identify some of the department's strengths and weaknesses, and then propose some suggestions for

improving the department's efficiency

3. Scope of the study

- About the content: The topic goes into evaluating the quality of foodservice at Bistecca restaurant, New Orient Hotel Danang through the evaluationopinions of customers staying at the hotel From then on, give appropriateorientations and solutions to improve service quality

- Regarding space: The study was carried out within the New Orient HotelDanang, in the area of Da Nang City.

4. Method of the study

I used the information gathered from the hotel in the course of this

research In addition, I draw necessary conclusions about the subject using the methods of inquiry, observation, interview, study, and

assessment

Well, I’ve told you about Introduction.

5. Structure of the study

- Chapter 1: Introduction: This part includes the Rationale, Aims andObjectives, Scope of the study, Method of the study and organization of thestudy in this case.

Chapter 2: Theoretical Background: Focusing on some basic conceptsrelated to Catering Business and Catering Service Quality

- Chapter 3: Case Description: Introducing general information about NewOrient hotel and Bistecca Restaurant

Chapter 4: Analysis and Evaluation: Analyzing some strengths andweaknesses of the F&B Department in Bistecca Restaurant

Chapter 5: Difficulties and Suggeted

Chapter 6: Conclusion and Suggestions: Proposing some solutions to improving the quality of the F &B Department and drawing conclusions

Then I will look at

CHAPTER 2 THEORETICAL BACKGROUND 2.1 Overview of Catering Business

2.1.1 Definition of Catering Business

Catering business in tourism includes the activities of preparing food, selling and serving the consumption needs of food and drinks and providing other services to satisfy the needs of food and entertainment at restaurants for the purpose of making a profit

Contents of catering business include activities:

- Physical production activities

 On time delivery of food

2.1.3 Role of the Catering Business in the Hotel

Food service business in the hotel plays the following important roles:

- Food service business is one of the important activities in the hotel

- The catering service in the hotel ensures to provide food in beautiful andgood quality forms, meeting the needs of many visitors with differentcustoms, age, gender and interests

- In the hotel business, the catering business can create a unique productfor each hotel

- With good quality and diversity, richness in business activities, cateringservices will also determine the prestige and rank of the hotel

- The catering business will contribute to solving the problem of jobs forthe hotel's workforce, increasing income for employees

2.2 Overview of Catering Service Quality

2.2.1 Definition of Catering Service Quality

According to the quality management system standard ISO 9000:2000:

"Service quality is the degree to which a set of inherent characteristics of a product, system or process satisfies customer requirements goods and related parties".

2.2.2 Characteristics of Catering Service Quality

2.2.2.1 Difficulties in Measuring and Evaluating Catering Service Quality

This feature comes from the very nature and characteristics of the foodproduct Food and beverage products consist of four basic components: means ofperformance, consignments, and explicit and implicit services Therefore, whenassessing the quality of food and beverage products, one must evaluate thequality of all four factors above

In fact, assessing the quality of the first two components, the vehicle forperforming the service and the merchandise, can be done more easily becausethese are concrete things that exist It is completely possible to touch, see, andmeasure with highly conventional measurements Because they all have specificphysical and chemical properties such as size, volume, color, taste, etc But withthe following two components, which are visible services and hidden services,

we cannot see or touch them and there are no specific measures, so it isdifficult to quantify when evaluating These factors can always change overtime Therefore, the same service level of different restaurants will be perceived

by customers very differently At different times, the same customer also hasdifferent perceptions about the service quality of the restaurant

2.2.2.2 Accurately Assessed Only through Direct Consumer Experience

This feature comes from the following reasons:

- Because food service quality is difficult to measure and evaluate, itgreatly depends on the perception of direct consumers of the restaurant's dishesand drinks

- Due to the characteristics of food and beverage products, the process ofcreating and consuming services takes place almost simultaneously in terms of

time and space with the restaurant's products and services The customer is anindispensable member and participates directly in this process They are the

"main characters" in the restaurant's service performance as consumers of foodservices Therefore, they have both the insider's view and the view of the personwho spends money to buy the restaurant's products Their assessment of therestaurant's service quality is considered the most accurate

If the customer's perception of the restaurant's service provision is better, itmeans that the customer feels the higher level of satisfaction Thus, those who

do not directly consume the product will not accurately perceive the quality ofthe restaurant's product

From this feature, restaurant managers who want to accurately assess thequality of food service must always stand on the eyes of customers and directconsumers of the product must try to understand exactly the requirements,wishes and requirements of the guests, not based on their own judgment orsubjective feelings for consideration

2.2.2.3 Depending on the Service Delivery Process of the Restaurant

A process of providing food service is always done based on two basicfactors, that is, the technical facilities of the restaurant and the employeesinvolved in the service provision process Therefore, when evaluating thequality of restaurant service – the quality of an intangible product, customersoften tend to rely on technical quality and functional quality to evaluate servicequality

- Technical quality includes the quality of the restaurant's technicalinfrastructure components such as comfort level, modernity of equipment,aesthetic level in interior decoration and house design restaurant, the level ofhygiene inside and outside the restaurant, the level of safety in the design andinstallation of equipment and machinery in the restaurant, etc

- Functional quality includes factors related to people, especially those whoserve directly at the restaurant It is the employee's attitude, behavior,

communication ability, external appearance, skill level, education level,psychological status, health status, age, gender, etc of the service staff

Both technical quality and functional quality components affect the image

of a restaurant and determine the restaurant's perceived food service quality.The problem for restaurant managers is always to pay attention and find ways toimprove both technical quality and functional quality on a regular basis based

on changes in needs, preferences and requirements of the target customermarket

2.2.2.4 High Consistency

- Consistency here must be understood from two aspects:

- Firstly, it is a high and smooth consistency in the awareness and actions

of all members of the restaurant from the top to the bottom about the qualitygoals to be achieved by the restaurant Consistency therefore also requires therestaurant's business policies to be in sync

- Secondly, it is synchronous, comprehensive, front and back as one andtrue to the promise that the restaurant has announced to customers The quality

of food service is required to be good all the time, for both customers andemployees in the restaurant department That means there is cannot exist aquality of service that only applies to a few key areas that restaurant managersthink customers are most visible to deal with

However, the consistency of restaurant service quality is not equated withimmutability The quality of food service cannot only take place in a certaintime, nor can it be built once and then applied forever without change Itrequires constant improvement and must be adapted to the actual requirements

with high aesthetics, hygiene and safety, it will make customers feelcomfortable and bring satisfaction to customers

Service staff show more professionalism with help customers moresatisfied On the contrary, the lack of facilities before and after unsanitary willmake customers have a bad impression and unsatisfied

2.2.3.2 Quality of Staff

In the field of Restaurant - Hotel, in order to have high business efficiency,the human factor always plays an important role and directly affects theperception of customers Therefore, in the hotel, not only the staff but also themanager must be careful in every gesture and word Because, even though therestaurant has a system of modern and comfortable facilities, the staff is notreally professional and unskilled, it does not guarantee the quality of service.Therefore, the staff in the restaurant must undergo professional training,have good foreign language skills, and the ability to communicate as well ashandle situations flexibly In addition, employees must also have a respectfuland cheerful attitude in serving customers and a collective spirit in performingwork

2.2.3.3 The Restaurant's Service Process

Professionalism is not only shown through professional qualifications andskills, but also through the restaurant's standard service process The serviceprocess includes operations and stages for employees to perform in order tobring the most satisfaction to customers If the service process is good, the staffwill have a more professional and effective service style, avoiding shortcomings

in the service process Therefore, it requires businesses to design serviceprocesses and well manage risks that may affect the service process of hotelbusiness departments

2.2.3.4 Other Factors

Besides, in order for the service quality of the restaurant to be perfect,there must be solidarity and good coordination between the departments The

departments need to support each other into a unified whole with the aim ofbringing satisfaction to customers In addition, the service quality of therestaurant depends on the following factors:

+ Competitors:

 If your restaurant and your competitor both sell the same products andservices, your restaurant's service quality must be better and have moreadvantages than your competitors, in order to retain old customers and attractmore new customers to increase revenue for the business

+ Service standards:

 Include standards for better service and measurement measure theservice quality of the restaurant, such as standards of service staff, hygienestandards, menu standards, etc

+ Resolve customer complaints

 During the service, the restaurant will certainly receive differentcomplaints from customers From then on, the restaurant will find out the cause

of customer dissatisfaction, and at the same time overcome the weaknesses toimprove the service, bring better service to customers

2.2.4 The Meaning of Improving Service Quality in the Restaurant

2.2.4.1 High Service Quality to Profits of the Restaurant

Improving the service quality of the restaurant will help restaurants retainexisting customers (making them come back to use the hotel's products againand again) and convince new customers (potential) This creates a lot of benefitsfor the restaurant such as

- Minimizing marketing costs, advertising costs this means reducing thecost of products for the restaurant

- Increasing market share and maintaining a high growth rate in therestaurant's customer quota will increase the restaurant's revenue

- Increasing the number of customers is a measure to help promote thereputation of the restaurant's brand - something that every business wants toachieve in a market with strong competition like today.

The above problems all lead to an increase in profits for the restaurantbusiness

2.2.4.2 Increasing Competitiveness in Selling Prices

The tourist market and the local customer market are the main and mostimportant customer markets for restaurant businesses This is also the customermarket that is both the most demanding and sensitive, customers have a highability to pay and they always demand very high quality of the products theirbuy Tourists never want to waste their time and money to "take" theannoyance, frustration or discomfort, local guests always have a harshcomparison Because of this high-class feature of tourist demand, tourists will

be easily persuaded and accept to spend more money if they know that they will

be able to buy it products of higher quality

In fact, the restaurants in the hotel all know how to take advantage of theabove characteristics to find ways to improve the quality of their services higherthan their competitors in order to increase the selling price of their productsreasonably (increasing the selling price but still being accepted by consumers).Thus, ensuring the ability to increase competitiveness in the market Thatproves that by investing in service quality, hotels on the one hand increase theirretention existing customers and at the same time attract more new customerswithout spending advertising and marketing costs On the other hand, it is also atool to help these businesses increase the selling price of their products whilemaintaining their prestige, reputation and position in the market It also meansimproving the quality of service that helps restaurants improve their capabilities

in the market

2.2.4.1 Improving Service Quality to Reduce Business Costs for Restaurants

In addition to reducing marketing costs and advertising costs for therestaurant, constantly improving service quality is also an effective measure tosave business costs in general for this business.

- Guaranteed service quality will reduce the possibility of errors in theservice delivery process That will help:

+ Minimize the waste of time and costs for checking and monitoring theservice provision process

+ Reduce costs for repairing errors such as: compensation for damage toguests, costs of dealing with bad public opinion about the restaurant, costs ofhandling customer complaints

- High service quality will reduce unreasonable costs of human resourcesbecause:

+ Restaurants that maintain and ensure good service quality will provideemployees with a positive working environment Employees tend to stay longerand more loyal to the business As a result, the hotel's labor turnover ratio will

be reduced, and the cost of recruiting and re-selecting employees due tofrequent disturbances will decrease

+ Employees often feel proud during working in reputable and reputablebusinesses in the market, they realize that the benefits of the hotel are closelylinked to the interests of each employee himself In order to affirm and keeptheir jobs, employees are often self-disciplined, regularly improve theirprofessional skills, and self-complete the missing aspects to satisfy the hotel.+ High quality of service helps to save costs for marketing activities andadvertising costs

2.2.5 The Rules of Service

The first rule of service

S = P - E

(Satisfaction = Perception – Expectation)

There are three basic levels of service quality:

• The quality of service: the service exceeds expectations of customers

• The quality of service is satisfactory: the service is consistent with the customer's expectation

• Bad service quality: service is under the expectations of customers

That’s all I have to say about Chapter 2 Theorical Background

Then we will move on to

CHAPTER 3 CASE DESCRIPTION 3.1 General Information of New Orient Hotel Danang

- Business name: New Orient Hotel

- Address: 20 Dong Da, Hai Chau District, Da Nang City

My Khe beach It is about 4.3 km from Da Nang airport and about 2 km from

Da Nang station The geographical location of the hotel is quite convenient sothat visitors can visit many different places in the area

3.1.1 Introduction and Foundation

o New Orient Hotel - 4-star hotel in Da Nang with unique architecture with luxurious sandstone layers combined with lush green spaces

o New Orient Hotel Danang – a great place to stop when coming to Da Nang city

* Vision and mission:

+ Vision: Recognized by the highest standards and consistent service

+ Mission: To serve customers with thoughtful care, bringing great experiences above expectations

* Core Values: Ownership - Respect - Integrity - Sustainability - Timeliness - Reliability

3.1.2 Human Resource and Organization of the New Orient Hotel Danang

3.1.2.1 Organization Structure

3.2 Food and Beverage of the New Orient Hotel Danang

3.2.1 Introduction of Food and Beverage Department

3.2.2 F&B Department Function

- Serving breakfast, lunch and dinner for in-house guests and outsideguests to order meals Provide food service at the pool: afternoon teaset, afternoon tea floating tray, private pool grill set, guests order extradrinks

- Providing Room service

- Providing birthday cake (for guests with birthday on the day of stay),welcoming back set (for returning customers)

- Serving customers order drinks

3.2 Overview about Bistecca Restaurant

3.3.1 General Information of Bistecca Restaurant

 Bistecca - Italian restaurant is located on the 7th floor of NewOrient Hotel

 Designed in Italian style, the overall restaurant looks very modernbut equally romantic, elegant and without lack of delicate beauty

 A team of professional, high-class restaurant staff, trained ininternational standards.

Bistecca is not only a luxurious restaurant for romantic and warm meals, butalso a great place for moments of full relaxation

3.3.2 Human Resource and Organization of Bistecca Restaurant

3.3.4 Serving Process of Bistecca Restaurant

Let me turn now to chapter 4

CHAPTER 4 ANALYSIS AND EVALUATION

4.1 The Business Operation Results of Bistecca Restaurant Recently

4.1.1 The Real Situation of Guest’s Arrival at Bistecca restaurant from

2019 to 2021

Based on the source of the New Orient Hotel Danang, the number ofguests to the Bistecca restaurant from 2019-2021 is shown in the following tableand chart:

Table 4.1 Numbers of Guest Coming to Bistecca Restaurant from 2019 to 2021

- Domestic arrivals will decrease to 16.407 arrivals in 2020, corresponding

to a increase of 25,84% compared to 2019, in 2021 it will decrease sharply to8.252 visitors, corresponding to a decrease of about 20,67% compared to 2020

- International arrivals in 2020 will decrease by about 50.063 arrivals,corresponding to a sharp decrease to 25,84% compared to 2019 and in 2021 willdecrease to about 12.090 arrivals, equivalent to a decrease of 21,37% compared

And in this 2022, the Ministry of Health has taken measures such asvaccination, wearing stitches, so the Covid epidemic has gradually stabilizedand Da Nang has also allowed to open its doors to international visitors So in

2022 this is an opportunity for Bistecca restaurant as well as New Orient hotel

Chart 4.1 Evaluation of restaurant sales each year

According to the table above, we see that the restaurant's revenuegradually decreased over the years 2019 - 2021, the profit also decreased