Professional Documents
Culture Documents
expensive gourmet food and wines, with breakfast items, lunch items, and a variety of
impeccable service. Required reservation. pre-packaged foods.
7. Family - prevailing customer base is families. 7. Vending machines – provide convenient pre-
Most moderately priced food, table service, packaged food and drink items. Money is
large seating capacity, and are either chain– placed directly into the machine that dispenses
operated or franchises. the item.
8. Diner - a traditionally American restaurant 8. Employee Cafeteria - free food and beverage
reflective of the 1950s in terms of décor and items for hotel employees.
menus.
9. Specialty - menu revolves around the
particular category of menu items or specialty ACTIVITY :
10. Delicatessen - establishment serving the 1. What comes to your mind when you heard the
counter made to order sandwiches and a wide word Ergonomics?
selection of meats and cheeses. 2. Why is Ergonomics important to facilities
11. Specialty coffee - chain operated, franchised, planning of the hospitality industry?
or independent establishments offering a
variety of coffee beans{sold whole or
ground }, an expensive menu of hot and cold PRINCIPLES OF INTERIOR AND
drinks, and a limited selection of pastries and EXTERIOR DESIGN
sandwiches.
12. Ice Cream Parlor - specialty outlets offering
multiple varieties of ice creams, frozen yogurt, Concept Development hat Professional
specialty cakes, shakes, etc. Planning Developing Team
13. Chain - own and operated or franchised by an Ideas Generation
international chain. The process of creating, developing, and
14. Stand alone-restaurant that leases space – communicating ideas that are abstract, concrete,
areas within the hotel leased to a national or visual. The process includes the process of
chain and local operations. constructing through the idea, innovating the
15. Department store concept, developing the process, and bringing the
16. Shop concept to reality.
17. ports and Recreational club/center Planning and designing a lodging or a foodservice
18. Museum operation begins with ideas. The major
19. Training Center considerations in generation ideas are the need of
customers in the past, present, and future. The
generated ideas in the past could be revived and
FOODSERVICE WITHIN A LODGING modified to cater to the present needs.
PROPERTY For example, working mothers have become very
1. Dining rooms- can range from upscale to aware of the value of time, new tech, ology,
family dining rooms, and tend to be correlated preparation.
to the size and level of service that the lodging One idea for the future is the use of robotics to
property provides. e.g Island Café (Shangri-La) prepare the room and food for the guest. The more
2. Room service – breakfast, lunch, dinner, and ideas generated, the better chance there will be, of
snack menus that are provided in guestrooms, a few being good.
offered by many luxury and full-service hotels.
Prices tend to be expensive due to special room
service charges.
3. Lounge/Bar – where guests can enjoy light
food, coffee, tea, an assortment of desserts, an
extensive, beverage list, and sometimes, live Foodservice
entertainment. Prices are moderate to IDEA CONCEPT
expensive. E.g Sky Lounge (Manila Diamond). Idea – enjoying Concept- coffee houses or
4. Banquet and Catering – responsible for companionship cafes that will be famous for
providing food and other amenities for and the pleasure of
their convivial atmosphere,
functions held within or outside the hotel. drinking coffee. where one could sit at a table,
5. Minibar – a variety of beverages and snacks meet friends and discuss the
placed inside the guestrooms. affaire of the day.
6. Carts and convenience store- quick service Idea – combining Concept – casual dining with
station located in a lodging facility offering film and food. burgers, pizzaffairsasta and
HOTEL FACILITY DESIGN PRELIM
White
Repetition Rhythm Pattern
Space
Movement
COLOR SCHEME
SITE LOCATION
A detailed description of the market
particularly of the customer behavior has been
thoroughly discussed previously. The
identification of the location is equally
important to be studied at this stage. The
generated ideas/concept can be located in urban
properties, sub-urban, near the airport, seaport,
land transportation terminals, resort areas, on
the highways, sites as pilgrimages, and tourist
destinations.
OTHER ELEMENTS FOR
CONSIDERATION
For foodservice and lodging concepts to
become a reality takes a lot of study, patience,
and commitment. Some elements required to
PLANS, BLUEPRINTS, AND BASIC evolve the ideas into a concept are mentioned
ARCHITECTURAL DRAWING by Katsiqris and Thomas, namely” food/room,
To avoid misunderstanding the following service, design/décor, and uniqueness. The
architectural terms will be defined or explained. concept is visualized as a stage upon which to
Plan – a drawing or a diagram showing the practice the art of hospitality. This is perceived
proportion and relation of parts or details of a to mean excellent food/room, welcoming
structure without a proof atmosphere, and kind service rolled into one.
HOTEL FACILITY DESIGN PRELIM
Ultimately it should create goodwill for the employees, as well as the customers should not
customers. be overlooked. Smoking in public areas is not
Activity 2 allowed in Quezon City to conform with the
Presentation of proposal clean law.
DEFINING THE MARKET Local legislations require that all places of
A study is undertaken to find out whether the business be made accessible to differently able
product or service is to be sold as a market in individuals. This may require such
the chosen geographical area. A detailed study modifications as widening doorways or
such as Niche Marketing is usually building ramps. Building and sanitation codes
recommended. It is a special type of segmented have their restrictions that need compliance
market strategy in which entrepreneurs try to from business owners.
isolate themselves from market forces such as The major legal forms of organization are the
competitors, by focusing on a specific forget following:
market segment. • Sole proprietorship is a business owned and
1. How many prospective customers are there? operated by one person. The owner and the
The Philippine population now stands at 14.7 business in most instances are the same. All
million. The specific population statistics of the assets are the proprietor’s ownership.
chosen area can be sourced from the municipal • Partnership is a voluntary association of two or
hall of the city or town where the business site more persons to carry on, as co-ownership of a
is located. The entrepreneur should consider business for profit.
the market figure may increase, remain static, • Corporation is a business organization that
or decrease over the next 5 years. exists as a legal entity. It can sue and be sued,
2. What is the demographic profile of the market hold and sell the property and engage in
segment? Hotel’s and restaurant sales are business operations that are stipulated in the
correlated not only with population trends but corporate charter. Ownership of a corporation
also with personal, income, age, sex, education, is often by transferable stock certificates.
and others. In addition to demographics,
psychographics (eating patterns and habits) are MAJOR PROBLEMS AND RISKS I PUTTING
useful in determining the target market’s UP A LODGING AND FOODSERVICE
patterns and habits. BUSINESS
3. Will the demand for the product, or service be
greater? Will it be about the same? Or will it be • High initial investment cost is required, for
less in five years? Demand is certain to grow as hotels and luxury type fine dining restaurants.
consumers become acquainted and familiar The search for investors to provide the capital
with the new product or service for building the facilities is not easy. There is
4. What competition exists in the chosen area for also the rising cost of operating lodging and
the product or service? To determine their foodservice operations because of high
competitive position, lodging, and foodservice inventory requirements.
operations within the area need to be surveyed. • There are foodservice operations that require
Know their target market. Find out the strength imported raw for its offering. Should the
and weaknesses of their products, services, government change its importation policy, it
amenities, designs, and management. will be bad for the business because demand
Comparisons with the competitor’s will drop quickly.
performance will help meet the challenge of • Some new start-up business ventures often
the competitors. involved a technically new process and design
GOALS AND POLICIES OF THE that have not been fully tested. This is a risk
GOVERNMENT that entrepreneurs should not take even if he.
The business concept should conform with the has exclusively of the design. It could produce
goals and policies of the government. If the a market decline. Some hotel consulting firms
government has import restrictions on certain have limited data available for demand
types of food and beverages, the entrepreneurs estimating. Relying on their advice would be
need to make some modifications I its menu risky. Advice from others with hotel
offering. The local zoning regulations will experience would help countercheck on the
permit or prohibit the establishment of consultant’s advice.
alcoholic drinks in some locations but not in • Powerful competitors could, at any time,
others. reduce prices to capture the market.
According to certain legislations, the comfort, • It takes approximately 5 to 10 years to resource
convenience, and safety of the business capital investment in lodging facilities. This is
HOTEL FACILITY DESIGN PRELIM
a long time to show a profit in the financial commercial profitability and the financing
report. required to put up the establishment.
• In the lodging and foodservice operations, • Evaluate, and then conclude.
there is anis increase in labor cost very often
without an increase in productivity.
• There will be problems arising from social ACTIVITY
crowding and competition for scarce natural
resources because of overpopulation. PROPOSAL of FEASIBILITY STUDY
THE FEASIBILITY STUDY
DEFINITION OF FEASIBILITY STUDY
AND ITS USES See the format
Lodging in a foodservice concept that works is
very rewarding to an entrepreneur. Carrying
out a detailed feasibility study could predict the
success or failure of a business.
What is a Feasibility Study? The feasibility
study as defined by Solomon and Katz in the
book Profitable Restaurant management “is a
creative, objective, rational process whereby
marketing and financial data are collected,
assimilated and analyzed. The objectives of a
feasibility study are; to determine whether or
not to proceed with the project, define the
optimum scope and quality of the facilities, and
quantity its prospects for financial success or
failure with reasonable accuracy.
IMPORTANCE OF A FEASIBILITY STUDY
1. Define the lodging and foodservice facility by
suggesting the type of food, service, price
range, and size of operation.
2. Determine whether a particular location is
economically feasible for a particular
hospitality operation.
3. Shows whether a market exists.
4. Quantities the prospects of financial success. A
feasibility study should state if the business
would make money and the earnings would be
enough.
5. Helps organize financing from banks, lending
institutions, and other sources.
HOW TO DO A FEASIBILITY STUDY
Entrepreneurs with innovative ideas for
business ventures should not start with
conclusions that the business will be profitable.
The business venture has to be evaluated
before the ultimate step of actual investment is
taken. The following are suggested ways of
doing an investigation of the project.
• Start with the objectives to be attained.
• Define the scope.
f) Financial Study
- Project Costs and Financing
- Income Statement / Revenue
Analysis / Ration Analysis /
ROI
FEASIBILITY STUDY PROPOSAL FORM - Justification of financing
(where appropriate)
I. Research Title:
Specialization :
a) Executive Summary
c) Market Study
- Analysis of
Market/Demand/Supply of
Project
d) Technical Study
- Operations Issues / Solutions
and Technology
- Production Issues / Materials
and Inputs Required
- Procurement / Contracting
g) Socio-Economic Study
- Employment Generation
- Cultural Analysis
- Corporate Social
Responsibility
- Waste Management
Environmental Assessment