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.

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.
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.
calltech.edu archdaily.com

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

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
generation’s success.
Morpheus Hotel, Macau Zuda-handid.com
that is essential to your idea

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
a crucial factor in assessing
which needs new solutions to be found for organizational performance and failure.
practical issues in all aspects of life and Good design
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.
indiamart.com
The planning and designing of facilities is

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 today.
design needs of
 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
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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
thestraitstimes.com Foodservice which might evolve into concepts of
foodservice and lodging.
 ✔ 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

appearance with modern comelite-arch.com
convenience.

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

environment in a residential area.

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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 coxblue.com
good product or service,
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

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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
Meeting guest needs is important
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
goods and simple website layout is both icon.asid.org
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

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 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 salads is
genetically engineered or sprayed with
icon.asid.org toxic pesticides and herbicides. Their
Modern consumers are worried about the
understanding of the
environment and are searching for more
sustainable goods and services like ways
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.
Inasal now sell more
Fastfood chains like McDonald's, varied menu
Wendy's, Jollibee, and Mang medium.com
items to fit Filipinos' changing preferences and tastes. These restaurants offer a
distinctive ambiance with unusual lighting effects, visual displays, and product sales

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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 pinterest.com
facilities. For 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,

physical facilities, and guest service). aircall.io

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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.

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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 delivery,
Coconuts.com credit card payments, debit card
Foodpanda was founded in the
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 importance, and food protection.
elements of their diet as cholesterol, treehugger.com
vitamin and minerals, RDA

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

insights.figloval.co m
and the recommended daily
dishes.
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
allowance (RDA) of individual

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 devices that switch off lights
and hotels have used sensory mediuml.com

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 consumers and foodservice operators,
program is necessary and beneficial thus the switch back
for
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
 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

jing.fm
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
Consideration
bc.spacesfornature.com
disposal of the waste?

Other Elements for

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
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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 Below

Expectations expectati meets expectations
(20-17 points) ons expectation (5-0 points)
(16-12 s
points) (11-6 points)

Content - At least 10 7 accurate 4 accurate Less than 4

Accuracy accurate facts are facts are accurate
facts are displayed displayed on facts are
displayed on the the flyer. displayed
on the flyer. flyer. on the flyer.

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

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

Graphics - Several of One or two The No graphics

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

Grammar & Flyer Flyer Flyer Flyer

Conventions contains contains contains contains
no errors. one error. two or four or
three 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

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