Restaurants business one of the major segments of the Hospitality industry in the United Kingdom. This assessment report mainly focuses on the analysis of two different restaurants base on food and beverage principles and theories. Here writer selected McDonald’s Hanger lane for the fast-food segment and O’Neill’s Ealing for fine dining segments. Evaluation process based on the writer’s experienced those two restaurants and used meal experienced checklist prepared using food and beverage theories and concept. In addition, the writer created a SWOT analysis for each restaurant for enhance the analysis of external and internal factors. Comparative analysis was done using several topics to improve clear understand for readers. Used different academic journals, books, and reputed web site details for delivering evidence to support the discussion points by acknowledging relevant authors of such valuable sources. In addition, knowledge grab during the class contributed more to complete this assessment report. Prominent points highlighted during the conclusion to revise reader attention for such points and end of the report provide recommendations to both restaurants to enhance their business performance. There are mainly two limitations of this report, first, all provided recommendations relevant only for discussed two restaurants and difficult to generalized, and second, the majority of points discussed base on the writer experienced and that have the possibility of involved in unintentional personal biased.
Introduction. 2012 restaurants market update of keynote shows that market value increase 1. 7% during 2011 compared to 2010. The government informed that the UK emerging from recession this year by Wintour and Stewart (2012). This shows creating a good business atmosphere within the UK. Restaurants are one of the main business sectors within the hospitality industry and it has several types of categories such as fast foods, fine dining, and ethnic special. This report mainly focuses on the compare and contrasts of the two different restaurants, based on the writer’s meal experienced those two restaurants, and finally tries to gives suggestions that important for improving customer experience and the sale of such restaurants. Here writer selected O’Neill’s Ealing mainly for fine dining restaurants and McDonald’s Hanger Lane t for fast food casual restaurants. This comparative analysis base on the writer’s experienced those two restaurants and the use Meal experience checklist (See Appendix: 1) to evaluate these two restaurants. These two restaurants working on different market segments, however base on the food and beverage theories can easily analysis and evaluate two restaurants.
Overview of Restaurants. O’ Neill’s – Ealing O’Neill’s is one of the restaurant chains of Mitchells and Butlers PLC operation in England and they are a specialisation of Irish foods; however they offer both table hotels and A la carte menus. Other than restaurant facilities, O’Neill has a bar section. These restaurants under the non-captive market and they have powerful strength from the mother company that leader within the UK for Restaurants and Pub including brands like ” Harvester” and “all bar one”. However, Ealing O’Neill needs to differentiate itself to face greater competition from surrounds restaurants in the Ealing area. McDonald’s – Hanger Lane (Near Quill Street) The world’s largest quick chain restaurants and 1200 restaurants located within the UK. However, McDonald’s under the semi-captive food market because customers can choose only from offer alternatives. Open in 24 hours and drive-through facilities adds more strength for Hanger Lane McDonald’s apart from the reputed global name.
Comparative. Analysis This comparative analysis and evaluation doing in using separate topics and only consider the restaurants part and not consider their additional activities such as the bar in O’Neill’s and drive through the process of Mc Donald’s. McDonald’s following fast food service system and O’Neill’s following fine dining service. McDonald’s always follows single point service and takes away service; however O’Neill’s use waiter’s assistant systems. Both restaurant’s service is well maintained and give good service to customers. Restaurants’ service systems direct effect of the image of the restaurants and that enhance customer loyalty.
Use of Special Equipment and Services. Two restaurants always try to use more effective equipment to reduce energy consumption. McDonald’s using high-efficiency British Thermal Unit (BTU) fryer to reduce energy consumption and give quick service to customers. O Neill also follows the green concept and energy consumption to reduce strategy. Card payment accepts by both restaurants that give more convenience for majority of customers.
Food, Beverage, and Menu. O’Neill provides eight different menus basically focus on Irish foods and provide a special menu for kids and Sunday. On the other hand, McDonald’s provided its own menus basically focus on the fast-food category. Two restaurants always keep their menus within some limitations with less variation. However, O’ Neill’s menus are very attractive and give a full description of customers. O’ Neill’s provides foods a very decorative way compare to McDonald’s and both restaurants provide foods at good temperatures. Food aroma was fantastic in both restaurants that enhance the appetite of customers. The beverage supply was very good in both restaurants.
Customer Segments. O’ Neill’s major customer range is people who like to go out with business discussions or friends or get some functions to meet each other’s. However, McDonald’s major customer range is people who hurry to the office or school with kids and back home in the evening. Identify customer segments is important to sustain in business.
Location and Facilities. Both restaurants located at a very convenient place to consumers, however, McDonald’s Hanger Lane has very good vehicle parking facilities O’Neill’s Ealing does not have. McDonald’s Hanger lane located near the traffic color lights that give added advantage showing their name for the majority of customers uses Ealing road. In addition, MacDonald’s Hanger lane opens 24 Hours for customers. However, O’ Neill’s Ealing has open limited time for the day.
Promotions. Both restaurants provide special offer for focus market segments, the example that O’Neill’s provide “Three meals for price two” and McDonald’s provide “4 weeks for 4 tastes”. Promotions are important to build good customer relationships and attract potential customers.
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http://www.diabetes.org.uk/Professionals/Publications-reports-and-resources/Reports-statistics-and-casestudies/Reports/Diabetes-in-the-UK-2012/ (2012) [Online].
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http://www.emeraldinsight.com [Accessed: 28 October 2012].
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