Unit 2: Concepts Generation for Planning

and Designing Hospitality

Establishments
Introduction
A concept or idea in a hospitality plan and
design is much more than your hotel's
architecture and physical layout. It also includes
the service you provide as a hospitality
establishment, the ambiance, and attention to
detail, the type of guest experience, and the
quality of your products. What you want your
lodging or foodservice to be known for and
remembered for is a hotel concept. calltech.edu

You must also carry out concept

creation in the modern hotel and
restaurant landscape which distinguishes
your property as unique and remarkable.
Today, hoteliers and restaurateurs face
problems in which lodging and
foodservice from twenty or even ten years
ago didn't have to worry. Competition is
intense, and not just in the local area.
archdaily.com
Travelers are on the rise searching for exclusive experiences. They
are more likely to choose between hotels and restaurants situated
in different cities or even continents.

This is combined with the fact that the millennial generation has now become
the most influential economic demographic, forcing hospitality establishments to
rethink their strategy. Millennials are tech-savvy, expect more for less, and are not as
loyal to brands as generations before.

So you need to make your establishment

Morpheus Hotel, Macau
Zuda-handid.com
stand out. And this can be done through the
development of hotel and restaurant concepts
that aspire to be innovative and offer a unique
experience. Make sure that you focus much
more on a great lodging and foodservice
concept than on architecture. Design is of
course important, but it's your service quality
that is essential to your idea generation’s
success.

22
 Learning Outcomes
1. described ideas generation for planning and designing foodservice and
lodging facility;

2. differentiated customers’ characteristics and needs as source of ideas for

facilities planning;

3. determined factors in the assessment of the location; and

4. identified other elements required to evolve the ideas into concepts for
facility planning and design

Activate Prior Knowledge

Activity:

1. Write some words you can use for planning and designing a
facility.
_______________ ________________ ________________
_______________ ________________ ________________
_______________ ________________ ________________
_______________ ________________ ________________

2. Putting up a family business restaurant, what ideas come into your

mind on why, what, how to construct the facility? Illustrate or Tell.
________________ _________________ ________________
________________ _________________ ________________
________________ _________________ ________________
________________ _________________ ________________
________________ _________________ ________________
________________ _________________ ________________

Acquire New Knowledge

Concept Generation

Idea or generation is defined as the method of creating, developing, and

communicating abstract, concrete, or visual concepts. Simply put, it is the process

23
which needs new solutions to be found for practical issues
in all aspects of life and work.

The generation of ideas is important because

enables you to further extend your collection of ideas
beyond your present thought gamut. First, you need to
encompass the inquiry to include more issues, more
variables, and more concepts before planning and
designing the lodging and food service facilities.

The planning and designing of facilities is a crucial factor in indiamart.com

assessing organizational performance and failure. Good design
can increase efficiency, quality of food and service, worker health and safety, and
consumer appeal. Poor design can boost operating costs and/or reduce sales. Good
foodservice operators, therefore, need to have better ideas in designing all aspects
of the design plan to ensure proper coordination
and efficiency of the facility.

How will you begin an idea in planning

and designing of lodging or a food service
establishment? The needs of customers in the
past, present, and in the future are the major
considerations in generating that idea.
The ideas generated from the past could be
invigorated and modified to suit the planning and
pinterest.com design needs of today.

One particular example of this is Kamayan

Restaurant, where customers eat with their bare
hands. It was the tradition in the olden days of
eating with their bare hands. Not like today,
customers were supplied with a spoon and fork.
Later on, wholesome practices were followed, such
as using eating utensils. However, Kamayan's owner
revived the practice and the customers were
delighted. So a successful restaurant was
established.
pinterest.com

pinterest.com

24
 Ideas may come from current needs such as working mothers who have
become very conscious of the importance of time. Thus, the family is in demand for
prepared food products. If local fish produce is not used, the possibility of
introducing new technology to manufacture new goods may occur. The Food and
Nutrition Research Institute has produced noodles made from rice and squash fruit.

This is to respond to the nutritional need in the Filipinos diet for lack of
Vitamin A. Local workers' skills can recommend food products that can be produced
profitably. Local workers in Bacolod City can prepare barquillos and piyaya, which are
currently being manufactured by entrepreneurs in large quantities due to demand
from local and foreign tourists. HRM students can
be encouraged to do recipe development using
nutritious and local produce like sweet potatoes,
papayas, bananas, and the like.

One idea is to use robotics to prepare the

guest's room and the food. The more ideas that
are generated, the greater the chance there will
be of some being good ones. The following
information provides some sample ideas which
thestraitstimes.com
might evolve into concepts of foodservice and
lodging.

Foodservice

 Idea – loving the fun and companionship of drinking coffee.

Concept – coffee houses or cafes that are known for their friendly and
atmosphere where you can sit down at a table, meet friends, and discuss
the day's affairs.

 Idea – mixing movie and food.

Concept – casual dining in a

renovated theater, with burgers,
pizza, pasta and sandwiches where
every other row seat will be
replaced with long dinner/
moviegoer tables.

 Idea – homemade taste and

comelite-arch.com
appearance with modern convenience.

Concept – a family-run, waiter-service restaurant in a homely the

environment in a residential area.

25
 Lodging

 Idea – a low-cost place to stay for students and travelers

Concept – a medium-sized hostel operated by a sorority on the

suburban university campus near the transportation routes.

In newspapers, magazines, books, business newsletters, trade periodicals,

and educational journals, ideas can be found every day. Some elements such as
the following are needed to help polish and improve those ideas:

• an analysis of the customer's unique needs in different types of

accommodation and foodservice establishments;
• the site where the establishments are to be located;
• technical knowledge on the operation of accommodation and food services;
• expertise in the hospitality industry; and
• awareness of recent trends within the hospitality sector.

Hospitality Customer Characteristics and Needs

The hospitality guests of the 21st

century have high expectations not only
for the product or service they purchase
but most importantly for the experience
they have when purchasing it.

It is important to note that in

today's hospitality, it is the customer
who has the power and whose needs
must be addressed. The desire for a good product or service, coxblue.com

and the overall experience, is now higher than ever before. Barriers between
countries are being eliminated, so hospitality establishments are no longer only
competing with their local counterparts. The simplicity with which we can compare
the deals makes it much harder to remain competitive.

Customer needs are your customer's

named and unnamed wants or desires when
they come into contact with your lodging or
food service establishments, your
competitors, or when they look for the
answers you offer. Gather feedback from
your customers at every step of your process
to identify your customer's needs. Identifying
your guest’s needs, though, is easier said
than done.
colourbox.com

26
 Meeting guest needs is important
for any hospitality establishments that are
seeking to maintain new customers and
attract them. Many of today's most
popular companies take action early and
frequently to address guests' needs. You
will see results in no time with the whole
organization working under a cyclical
mechanism of anticipating, recognizing,
and meeting customer needs.
insights-ehotelier.com

Characteristics of the Modern Customers

Their basic trait is to be mindful of their own needs. They know what they
want, and how they want it. They want some quality and are not going to settle for
less. And they're not afraid to talk it out. Modern travelers value their time and try
to make the most of it as effectively as
possible. They don't have the time to search
through a complicated-looking website to find
the information that they need. They're almost
always online too, and that's something that
any lodging or food service establishments
have to keep in mind. The guests are smarter
and more optimistic, making them far harder
to please than those before them.

They want to buy something,

anywhere and whenever. Rapid access to the
icon.asid.org
goods and simple website layout is both the key to success. It makes
the buying process much simpler and faster. That is why every hotelier should bear
in mind that not only would it be important to have a website but also to make it
usable on mobile devices in order to be truly effective.

Reviews are the key source of

information for the travel industry in
particular. Customers know that not every
product and service needs to be checked by
them. Some people probably will have tried
them and spoke online about it. Many
travelers do not want to risk paying for
anything that may not satisfy them. This is
why they go through the pages devoted to
expressing views, as well as reading the
hotel or restaurant commentary.
icon.asid.org

27
 Modern consumers are worried about the
environment and are searching for more sustainable
goods and services like ways of traveling. They are
also more conscious of their surroundings and are
more environmentally friendly. Finding ways to make
your hotel more eco-friendly will help you raise sales.

Many consumers now care if the tuna they

are consuming was captured using dolphin friendly
methods or if the lettuce they consume in their
icon.asid.org salads is genetically engineered or sprayed with toxic
pesticides and herbicides. Their understanding of the
environment plays a significant role in hospitality establishments as they shift
towards a greener industry.

Protecting local communities is another significant aspect. You have to offer

travelers experiences while helping the communities in the visited areas. Likewise,
tailor each journey to your customers’ needs, while taking care of the environment.

Foodservice and Lodging Customers’ Needs and Characteristics

According to Domingo (1998), needs of customers are revealed by their

behavior or characteristics. Attentive listening can often provide information about
customer satisfaction.

1. Quality-Conscious

Quality is defined as the total characteristics of a product or service which

depends on its ability to meet specified or implied needs. Quality has several
different aspects. It is determined by the degree to which the product or service
meets the needs and desires of the consumer and their expectations. Excellent
service quality cannot compensate for poor product quality. However, superior
product quality can compensate for the low quality of
service.

There are trendy restaurants that not only fulfill

customer hunger but also deliver visual design and
decor that delight the customers. Quick foods, theme
restaurants, and establishments located in large
shopping malls are examples of this category of
restaurants.

Fastfood chains like McDonald's, Wendy's, medium.com

Jollibee, and Mang Inasal now sell more varied menu
items to fit Filipinos' changing preferences and tastes. These restaurants offer a
distinctive ambiance with unusual lighting effects, visual displays, and product sales

28
in keeping with the style of the design concept. The group is represented by TGI
Friday and Hard Rock.

In shopping malls, foodservice has taken on a new dimension. Shopping is

combined with the multi-restaurant concept, in which many independent food outlets
under the same roof deliver a range of menus. From light snacks to full-course
meals, consumers have the option. At shopping malls like SM city, Shangri-La Plaza,
and Robinson's Galleria, this new dimension has taken on.

2. Process-Oriented

Customers determine not just the

quality of the food and service, but also
the efficiency of the management and
the facilities that generate it. This
consumer behavior can be due to the
introduction of "see-through" or open
institutional kitchens displaying the food
processing staff and facilities. For
pinterest.com
example, in a California winery, the
process of turning grapes into wine is also an "open facility" feature shown to the
visitors followed by a vineyard wine degustation or wine tasting.

3. Value Conscious

Many consumers will be more value-conscious in this decade and into the
next century than cost-or price-conscious ones. Value for money would be the
primary buying criteria. Combo meal offerings and eat-all-you-can buffets are trends
that recognize this consumer behavior.

Perceived value leads to customer satisfaction and loyalty. Value expectations

of consumers have been shown to influence their product or service assessment, as
well as their behavioral intentions and repeat purchases, both of which affect
organizational performance.

In the hospitality industry, perceived

value relates to the expectations that visitors
hold before accessing the services of the
lodging or food establishment. The
impressions may include the information
provided to the customer, the booking
process, and the guest experiences during
service delivery (which may include the
reservation, registration, guest assistance,

aircall.io physical facilities, and guest service).

29
 Value is evident across different elements, including the quality of the
accommodation, the environment of the hotel, the quality of the meals, and the
availability of leisure and sports facilities. Quality is thus a mixture of tangibles and
intangibles, which vary from place to place.

Some consumers may consider a service to be of high value, while others

may not. Moreover, the development of customer-perceived value in relation to
hotels and restaurants is important due to the fact that the hospitality industry is
highly competitive.

pointillist.com

4. Time-Conscious

Time to wait does not just serve as a customer inconvenience but they also
get annoyed with it. When the time to wait is longer than usual, guests may lose
their appetite. In the end, they may make the decision never to go back to your
restaurant. A fast-food establishment is one where there is little or no waiting for
food. They are best known as quick-service restaurants, reflecting their speedy
service. Some fast-food chains like McDonald’s and Jollibee have also drive-through.
The customers can simply drive their vehicle to a window to order, pay, and claim his
meal, then drive away to eat wherever he pleases.

Apart from drive-through facilities, restaurants also offer delivery service,

where the customer calls the restaurant and orders from their menu list.
If the customer is in the identified delivery area, the distribution is made at no extra
charge, as long as the order costs are not below a certain minimum price set.

In the Philippines, online food delivery services have altered the way Filipinos
order food. Ordering food online is convenient. To order from your favorite
restaurant it takes only a few taps on your smartphone. All you have to do then is
wait for your food to arrive within half an hour or so. GrabFood and Foodpanda are
two of the country's leading food delivery apps.

30
 Foodpanda was founded in the
Philippines in 2014, and has since expanded
nationwide to over 1,000 partner
restaurants. Foodpanda helps customers to
discover food conveniently around their
neighborhood and order their favorite meals
directly online or via smartphone. The order
from the customer is transported within the
agreed delivery time. Foodpanda has
launched a direct guarantee service that
promises a refund to its customers if an
order is not delivered within 45 minutes. It
allows payment options such as cash on
Coconuts.com
delivery, credit card payments, debit card
payments, or PayPal.

GrabFood is the industry's relatively newer participant, launched in the

Philippines in November 2018 alone. It's a Singapore-based transport network
business Grab's food delivery service. GrabFood has a broader range of more than
7,000 restaurants as regards restaurant options. That is because GrabFood is not
signing a restaurant agreement. The delivery guys just walk into a restaurant and
order just like any other client.

grab.com

5. Health and Nutritious-Conscious

Customers were never as conscious and

mindful of what they are eating as they are today.
Throughout the years, so much knowledge has
been made accessible regarding food and
nutrition that consumers are not only conscious of
calories but also worried about such elements of
treehugger.com
their diet as cholesterol, vitamin and minerals,
RDA importance, and food protection.

With customers' rising health awareness, caterers serve menus that set
dietary guidelines. Menu deals include foods with a restricted percentage of one or

31
more components such as low-calorie foods and beverages, low-caffeine coffee, low-
fat and cholesterol, low-sodium desserts, low-alcohol or no-alcohol in beverages.
Some consumers demand food with one or more high levels of ingredients, e.g. high
fiber, high calcium. Others opt for organic and natural food, but most are looking for
a well-balanced meal with a range of foods in it. In many coffee shops, customers
can choose to sweeten their coffee using sugar substitutes.

On the labels of canned

and packaged products, the
nutritional consciousness can be
well seen. It points out the
nutritional value of the food
content. In certain countries, in
Europe in particular, restaurant
menus specify the calorie content
insights.figloval.co and the recommended daily
m allowance (RDA) of individual
dishes.

6. Highly-Informed

There are consumers in our local setting using the Internet and other
information technology, and they can quickly compare food prices and the quality of
their food and services. Customers in more developed countries use interactive
television systems that allow them to watch food selection on TV, place their orders
by phone, and later be billed through their credit cards. However, not very high-tech
restaurants still use the traditional menu cards with comprehensive menu item
details and product labels that show the type of food, its ingredients, and price.

7. Environment-Conscious

As a result of their concern about the

growing environmental degradation, it is now
important and beneficial for both lodging and
foodservice consumers and operators to
engage in energy conservation, water
conservation, and recycling activities. Thus,
numerous energy conserving initiatives were
introduced. Some establishments, for example,
have computer systems installed that
automatically track and set temperatures to
desired levels. Some restaurants and hotels mediuml.com
have used sensory devices that switch off lights

32
automatically when there is no motion in the room. Most foodservice operators do
not serve water to guests for water conservation unless requested, and even then
serve it on the smaller glass.

The trend towards recycling is being

driven by the waste disposal crisis. There is a
growing awareness of the adverse effects of
either burning or dumping solid wastes into
some areas. The separation of recyclables such
as plastic, glass, metals, and some paper
products from solid waste significantly
decreases the quantity of waste that requires
disposal. The implementation of a recycling
cityofirodaleal.gov program is necessary and beneficial for
consumers and foodservice operators, thus the switch back
to reusable or paper, cardboard plates, and other biodegradable ones.

8. Global Taste

Customers develop a global taste that is based on universal quality standards.

They raveling physically and electronically, and surf via the Internet. Customers view
a foodservice or lodging establishment in terms of the chain of events from the
moment they arrived in a hotel or restaurant until check out time, or at the end of
their gustative experience. In quality language, this is known as a cycle of service. In
other words, instead of just a palatable pizza or the service of a courteous bellboy,
they pay for the "total experience." Local and multinational chain restaurants and
hotels have offered their customers a cycle of service. Jollibee's expansion beyond
national boundaries and also the inclusion of Japanese, Mexican, Italian, Thai,
American, and other foreign restaurants in our country are symbolic of being global.

Trends in lodging and foodservice emanate from customer needs as shown

by their characteristics and behaviors. Typically high-quality standards and new
technologies come along with the trends.

www.kikkoman.com

go.barbados.com
33
Site Selection

A comprehensive market analysis, in particular of customer behavior has

been addressed in detail above. The location identification is equally necessary to be
studied at this stage of the process. The ideas or concept it creates can be located in
urban areas, in suburban areas, in the vicinity of the airport, seaport, motorway
terminals, tourist areas, on roads, pilgrimage places, and tourist attractions.

In general, the city hotels are

located in the business districts, which
have very high property prices. If the
property is sited in the suburbs, the cost
will be lower. Must the property will be
jing.fm located in a unique location, the
property is likely to command a higher
price like near mountains resorts, or the
beaches.

Site description and assessment

are the initial elements from which the overall physical development, well-planned,
and visually attractive accommodation and food service facilities are determined.
Information on topography survey, subterranean conditions, and drainage issues can
be collected from city and municipal halls, as well as from the Public Works
Department.

A good site selection should guarantee accessibility, visibility, and availability.

Accessibility means it is easy for consumers and suppliers to get into or out of your
establishment. Determine whether it will be difficult to make a left or right turn for
the vehicle to reach the site if it is situated near a highway where there is fast
driving. If it's close to a busy intersection, consider whether potential customers can
cross the street to go to the lodging or
foodservice establishment. Customers
run the risk of crossing busy streets in
town with heavy traffic.

The traffic count is for pedestrians

as well as for vehicles passing through
the site. From where do they come?
What economic statuses do these people
as shown from the type of vehicle being
driven? For example, more BMWs and
Mercedes Benzes passing by may mean a
Class A flow. polyU.com

34
 For it to be conveniently accessed the location should be visible. The
presence of identifying landmarks can be used for precision site directions.
Ordinances on local signage should be reviewed.

When selecting the site, consideration should be given to the availability of

parking areas and parking restrictions. Most important is the availability of such
utilities as drinking water, gas, and electricity.

Zoning regulations should allow the

establishments to operate at the location
chosen. What are the zoning restrictions in
the area? What are the regulations governing
the building code? You should not forget the
environmental management system. If the
location is environmentally friendly, the issues
associated with inadequate drainage that can
result in flooding can be minimized. Are there
any questions about waste handling? Which
steps are being taken to ensure proper
disposal of the waste?
bc.spacesfornature.com

Other Elements for Consideration

It takes a lot of study, patience, and engagement for foodservice and lodging
concepts to become a reality. For planning the foodservice operations, certain factors
such as food, service, cost, trends, ambiance, management, and culture are
considered. On the other hand, the following elements are to be considered for the
design of the accommodation facilities: rooms, service, types of lodging, ownership,
cost, ambiance, and culture.

The idea or concept is visualized as a stage for the art of hospitality to

practice on. This is viewed as having excellent food/room, a friendly atmosphere,
and a good service that has been rolled in one. At the end of the day, it should build
trust for the customers.

hotelmagaines.com

35
 Apply Your Knowledge

As a Facilities Planning Manager, you are tasked to give a talk on Concepts

Generation for Planning and Designing Hospitality Establishments to your Facilities
Management Team. You are to prepare a flyer using the following guide questions:

1. Where are you getting ideas for a lodging or food service business endeavor?

2. What is the importance of knowing the preferences and needs of customers

in planning accommodation facilities or food services?

3. Why the location is considered very important in an enterprise venture?

Rubric - Making a Flyer

Exceeds Meets Almost meets Below
Expectations expectations expectations expectations
(20-17 points) (16-12 (11-6 points) (5-0 points)
points)
Content - At least 10 7 accurate 4 accurate Less than 4
Accuracy accurate facts facts are facts are accurate facts
are displayed displayed on displayed on are displayed
on the flyer. the flyer. the flyer. on the flyer.

Attractiveness The flyer is The flyer is The flyer is The flyer is

exceptionally attractive in acceptably distractingly
attractive in terms of attractive disorganized
terms of design, though it may or very poorly
design, layout, layout and be a bit designed. It is
and neatness. neatness. disorganized not attractive.

Graphics - Several of the One or two of The graphics No graphics

Originality graphics used the graphics are made by made by the
on the flyer used on the the student, student are
reflect a flyer reflect but are based included.
exceptional student on the designs
degree of creativity in or ideas of
student their creation others.
creativity in and/or
their creation display.
and/or display.

Grammar & Flyer contains Flyer contains Flyer contains Flyer contains
Conventions no errors. one error. two or three four or more
errors. errors.
ALTEC at University of Kansas

36
 Assess Your Knowledge

Part 1: Short Quiz:

A. Alternate Reponse

Directions: Read the following items and determine if they are true or not. Draw a
copyright sign ©, if the statement is TRUE or correct and registered sign
® if the statement is FALSE or incorrect.

_________1. The needs of customers in the past, present, and in the future are the
foremost considerations in generating that idea.
_________2. The foodservice and lodging concept is visualized as a stage upon
which to practice the art of hospitality.
_________3. Zoning regulations should prohibit the establishments to operate at
the chosen location.
_________4. The city properties are usually located in business districts, and have
lower cost real estate rates.
_________5. Process-conscious customers determine not just the quality of the food
and service, but also the efficiency of the management and the
facilities that generate it.
_________6. Value- conscious consumers use the Internet and other
information technology, and they can quickly compare food
prices and the quality of food and services offered by particular
food establishments.
_________7. Information on topography survey, subterranean conditions, and
drainage issues can be obtained from city and municipal halls, as well
as from the Department of Social Welfare.

_________8. Apart from drive through facilities, restaurants also offer

delivery services. Foodpanda is a Singapore-based transport
network business for food delivery service.
_________9. Trends in lodging and foodservice emanate from customer needs as
shown by their characteristics and behaviors. Typically high-quality
standards and new technologies come along with the trends.
________10. The implementation of a recycling program is necessary and beneficial
for consumers and foodservice operators, thus the switch back to
reusable or paper, cardboard plates, and other biodegradable ones.

37
B. Maze Procedure

Direction: Underline the correct answer to complete the sentence.

1. Idea generation is defined as the process of creating, developing and

communicating abstract, concrete, or (visual, analytical) concepts.
2. The generated ideas in the past could be revived and modified to cater to the
(future, present) needs.
3. (Quantity, Quality) is defined as the “total features and characteristics of a
product or service that bear on its ability to satisfy stated or implied needs.
4. As a result of their concern about the (increasing, decreasing) environmental
deterioration, both foodservice customers and operators now find it necessary
and desirable to participate in energy conservation, water conservation and
recycling activities.
5. High standards of quality and (remote, new) technology usually occur along
with the trends.
2.

Part 2: Research
Do some search in the web of seven (7) lodging and foodservice concepts in the past
or existing at present. Describe each considering some elements used to evolve the
concept.

References

Ferenczuk, K. (2018). Customer expectations for hospitality in 2018. Retrieved from

https://insights.ehotelier.com

Identifying and meeting customer needs. Retrieved from https://www.conductor.com

Landman, P. (2017). How to develop a successful hotel concept. Retrieved from

https://www.hotel-online.com

Ntimane, V., & Tichaawa, T. (2017). Customers’ perceptions of value in relation to

hotels in Gauteng, South Africa. Economica, 13 (2), 17-30.

Palacio, J., & Theis, M. (2012). Food service management: Principles and practices.
Singapore: Pearson Education South Asia Pte. Ltd.

Perdigon, G. (2004). Facilities planning and design for lodging and foodservice
operations. Manila: Merriam & Webster Bookstore.

Samson, J. J., & Borja, M. A. (2007). Food production management. Manila:

Mindshapers.

38
Answer to the Quiz

Alternate Reponse
1. ©
2. ©
3. ®
4. ®
5. ©
6. ®
7. ®
8. ®
9. ©
10. ©

B. Maze Procedure

1. visual
2. present
3. Quality
4. increasing
5. new

39