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Eng Proj 2 Scribd

Eng Proj 2 Scribd

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Published by kella421
Final Draft of Genre Analysis
Final Draft of Genre Analysis

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Published by: kella421 on May 01, 2013
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Michaella PietroProject 2: Genre Analysis
The Effects of Genre in Hospitality
Writing has become a way to shape our community and our lives by being a wayto record, communicate and express ourselves through words. There are many differenttypes and uses for writing and they can all be classified according to their purpose and thecontents that make up the writing. Genre has become a way to classify different types of writing and has come a long way from only meaning fiction, non-fiction, sci-fi, etc., butmore as a way to describe culture and the way we think, live and participate in our 
communities. According to Kerry Dirk, “Genre used to refer primarily to form, which
meant that writing in a particular genre was seen as simply a matter of filling in the
 blanks” (251). On the other hand, Carolyn Miller describes genres stating, “By
Proposinghow an understanding of genre can help account for the way we encounter, interpret,
react to, and create particular texts” (65). In the hospitality industry, there are many
different types of genres, which go far beyond filling in the blank. You must develop astrong understanding to be successful in writing for this discourse community. Byunderstanding your audience, the message you are trying to send and the outcome you
expect, you are putting in much more effort than “filling in the blanks” wh
ich I will provethroughout this analysis.In my field of profession, the hospitality industry, the amount of genres areendless ranging from hotel brochures, casino website design, any kind of advertisement,etc. The variety of these kinds of genres has specific characteristics that are put in placefor a reason, which is to get the attention of a potential customer. The goal of any type of writing in the hospitality industry is to get whoever it is that is looking at your writing touse your service. Although, you must understand the different types of people you are
Michaella PietroProject 2: Genre Analysis
developing your piece of writing for in order to be successful. An example would be if you were designing a flier for a special promotion the spa in your hotel is advertising.You must make sure this flier is designed to be read easily at a quick pace and is effectiveat catching the attention of someone casually walking by. The types of factors you musttake into consideration will drastically affect your design.The restaurant industry is the focus of this paper, concentrating on the differentdesigns of restaurant menus and how they change based on the type of restaurant, type of customer you are appealing to, style of the restaurant, price, location, etc. First, the writer must know what type of restaurant it is and the style of the restaurant whether it will be afast-food Mexican restaurant like Chipotle or a fancy and upscale steakhouse like HydePark Prime Steakhouse. The design of these two restaurants will differ drastically and aret
he two examples I analyzed along with Applebee’s Neighborhood Grill and Bar 
restaurant chain, which offers a casual dining American menu. In the following analysis,I break down the techniques used to create each menu that is most appealing to itstargeted customer and why those techniques work and how effective the writing is to thereader or in this case, the customer.
While classifying discourse, Carolyn Miller states, “A genre is composed of 
constellation of recognizable forms bound together by an inte
rnal dynamic” (66). This
translated into the recognizable forms to be appetizers, entrees, desserts, etc. and theinternal dynamic to be different kinds of menus. The first restaurant I will start with isChipotle Mexican Grill, which offers gourmet burritos and tacos. This type of restaurant
would be considered a fast casual dining establishment or also classified as “fast food.”
Chipotle is known for its large burritos, assembly-line production and use of natural
Michaella PietroProject 2: Genre Analysis
ingredients. The term “natural” when relat
ing to food has created its own niche market,
which I believe Chipotle caters to. This brought me back to a quote from Miller, “If genre
represents action, it must involve situation and motive because human action, whether symbolic or otherwise, is interpretable only against a context of situation and through the
attributing of motives” (66). Chipotle’s owners initially planned on using the money they
earned from the first Chipotle to open a fine-dining restaurant. When the owners saw thesuccess they had w
ith the concept of Chipotle’s menu, they instead focused on therestaurant’s success and now has over 1400 locations. Chipotle’s menu, although does
not compare to one of a fine dining menu, consists of five items: burritos, fajita burritos, burrito bowls, tacos, and salads with a choice of chicken, pork carnitas, barbacoa, steak,or vegetarian hand made in a timely matter while putting in an effort to use organicingredients and naturally raised meat. Steve Ells, founder of Chipotle Mexican Grill, Inc.sta
tes, “It’s important to keep the menu focused, because if you do just a few things, youcan ensure that you do them better than anybody else.” I have found that Chipotle’ssuccess derives from its owner’s ability to focus on the right market to enter itsel
f into.Chipotle concentrated on quick, easy, affordable but delicious, quality and satisfying foodwithout having to offer a long and drawn out menu. The owners noticed the success and positive feedback they received from their product. So instead of expanding on a bigger  project that would require entering a new market, they expanded on what they alreadyhad, improving the quality and adding more locations.
The second type of menu I chose to analyze was a menu from Applebee’s
 Neighborhood Grill and Bar. This is an American restaurant chain focusing on casualdining with mainstream dishes such as salads, shrimp, chicken, pasta, and riblets.

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