Comparison of Two Restaurants

Summary Restaurants demarcation one of major(ip) segments of Hospitality industry in United Kingdom. This assessment report of importly foc go fors on the analysis of both contravention eaterys base on solid fare and beverage principles and theories. Here writer selected McDonalds Hanger lane for fast fodder segment and ONeills Ealing for graceful dining segments. Evaluation process based on the writer see of those dickens symmetryaurants and used meal experienced check list prep atomic image 18d using diet and beverage theories and fancy. In addition, writer created SWOT analysis for each restaurants for enhance analysis external and internal factors.Comparative analysis make using several topics for improve clear understand for ratifiers. wasting diseased difference academic journals, books and reputed web place details for deliver evidence to support the discuss points by acknowledging relevant authors of such valuable sources. In addition, knowledge grab during the class contributed more than to complete this assessment report. Prominent points highlighted during the conclusion for revise reader attention for such points and end of report provide recommendations to the both restaurants to enhance their line of reasoning setance.There be master(prenominal) ii terminus ad quems of this this report, first, entirely provided recommendations relevant only for discussed two restaurants and difficult to generalised and second, majority of points discussed base on writer experienced and that construct possibility of involved of un spirital personal biased. 1. Introduction 2012 restaurants mart modify of key none shows that market rank increase 1. 7% during the 2011 compare to 2010. Government informed that UK emerging from quoin in this year by Wintour and Stewart (2012). This shows the cr feeding cheeseparing business atmosphere within the UK.Restaurants are one of principal(prenominal) business sector within the hospitality ind ustry and it has several types of categories such as fast foods, fine dining and ethnic special. This report mainly cogitatees on the compare and contrasts the two differences restaurants, based on the writer meal experienced of those two restaurants and fin completelyy try to gives suggestions that all- in-chief(postnominal)(a) for improve customer experience and cut-rate sale of such restaurants. Here writer selected ONeills Ealing mainly for fine dining restaurants and McDonalds Hanger street t for fast food casual restaurants.This comparative analysis base on the writer experienced of those two restaurants and use Meal experience check list (See auxiliary 1) for evaluate these two restaurants. These two restaurants working on difference market segments, however base on the food and beverage theories preempt easily analysis and evaluate two restaurants. 2. Overview of Restaurants 2. 1. O Neills Ealing ONeills is one of restaurants chemical reach of Mitchells and pantryma ns PLC operation in England and they are specialisation of Irish foods however they offer both table dhotel and A la carte menus.Other than restaurants facilities, ONeills film streak section. This restaurants under the non-captive market and they have respectable strength from the m different company that leader within the UK for Restaurants and Pub including rats like Harvester and all bar one (www. mbplc. com). However, Ealing ONeills need to differentiate itself to face greater contender from surrounds restaurants in Ealing area (See extension 2 for SWOT ONeills Ealing). 2. 2 McDonalds Hanger Lane (Near flagroot Street) The worlds largest quick chain restaurants and 1200 restaurants located within the UK (www. cdonalds. co. uk). However McDonalds under semi-captive food market because customers can choice only from offer alternatives. Open in 24 hours and drive by means of facilities adds more strength for Hanger Lane McDonalds apart from the reputed global name. (See Appendix 3 for SWOT McDonalds Hanger Lane) 3. Comparative Analysis This comparative analysis and evaluation doing in using separate topics and only take the restaurants part and not consider their additional activities such as bar in ONeills and drive through process of Mc Donalds . 1. Service SystemMcDonalds attending fast food dish up system and ONeills following fine dining service. McDonalds always follow single point service and take away service however ONeills use waiters assistant systems. two restaurants service are well maintenance and give peachy service for customers. Restaurants service systems consider effect of the image of the restaurants and that enhance the customer loyalty. (Ryuet al. 2012) 2. mental faculty staves of both restaurants are well trained and committed to provide full customer satisfaction with higher hygienic practices.All round members wear proper dress code and very polite and try to provide best options for customers. discover that, McDon alds staffs mainly follows the grater standardised control procedures and O Neills staff more empowerment for taken some decisions. Highly standardised lead to more control of staff in Mc Donalds (Ingram and Jones 1998). Employee empowerment enhance customer responsiveness and as well as employees retention with organization (Ashness and Lashley 1995). 3. Use of Special Equipment and Services Two restaurants always try to use more effective equipment to reduce animation consumption.McDonalds using high efficiency British Thermal Unit (BTU) fryer to reduce energy consumption and give quick service to customers. O Neills also follow green concept and energy consumption reduce strategy (Mitchell and butler annual report 2011). Card payment accepts by both restaurants that give more agreeable for majority of customers. 4. Meal Experience 3. 4. 1 Interior Ar arenament, ornament and Entertainment ONeills interior design and dining area prepare for more easygoing and classic way for retention customers more time within the restaurants.Arranged seating to facilitate personal and business discussion among the customers and provide slight normal music for give higher feeling to customers. Every Friday and Saturday ONeills provides live music for customers. ONeills provide high class tableware and ornament of all tables. McDonalds interior design comparatively low and provide plastic chairs and tables and no much intention to keep customers long time in restaurants due to concept of fast food serving (Lillicrap and Cousins 2010). Customers repurchasing conduct and satisfaction highly depend on customer waiting time in fast foods chain outlet (Law et al. 004). Therefore, McDonalds fundamentally focus to provide higher number of customers within limited time. ONeills lighting arrangements comparatively good and it provide more collection and comfort for long-term discussion. However, McDonalds hanger lane does not use particular lighting arrangement. 3. 4. 2 Safet y and Hygienic Hygienic tallys are higher in both restaurants and displayed the council certificate, safety notice, singe and whole restaurants clean and iron out. This is the last part of the food supply chain and majority of customers believe that restaurants maintain good hygienic conditions (Knight at el. 007). According to the Mitchel and Butler annual report, all food suppliers require to meet British Retail Consortium Global present requirement and need to face regular safety and prize audits. McDonalds has own food quality audits systems (www. mcdonalds. co. uk). 3. 4. 3. Food Price Price is important factor for purchasing decision of consumer (Mendez et al. 2006). Ob servicingd that both restaurants provided good prise for money and this confirmed by few consumers in two restaurants as well as writer own experienced. However, ONeills need to consider their food price for face competition in Ealing.Competitive pricing lead for price war and that can affect for long term sustainability of business (Davis et al. 2008). 3. 4. 4 Food, drinking and Menu ONeills provide eight difference menus basically focus in Irish foods and provide special menu for kids and Sunday. On the other hand, McDonalds provided own menus basically focus on the fast food category. Two restaurants always keep their menus within some limitation with slight(prenominal) variation. However, O Neills menus are very attractive and give full description for customers (see Appendix 4) (http//www. oneills. co. k/oneillsealing). O Neills provides foods very decorative way compare to McDonalds (see Appendix 5) and both restaurants provide foods in good temperature. Foods aroma was fantastic in both restaurants that enhance appetite of customers. Beverage supply was very good in both restaurants. 3. 4. 5 Customer Segments O Neills major customer range is people who like to go out with business discussion or friends or get some functions to meet each others. However McDonalds major custome r range is people who hurry to office or school with kids and back to home at evening.Identify of customer segments is important for sustain in business (Kotler and Keller 2006) 3. 4. 6 Location and Facilities Both restaurants located at very convenient place to consumers, however McDonalds Hanger Lane have very good vehicle parking facilities ONeills Ealing does not have. McDonalds Hanger lane located near the traffic garble lights that give added gain showing their name for majority of customers use Ealing road (see Appendix 6). In addition, MacDonalds Hanger lane opens 24 Hours for customers. However O Neills Ealing have open limited time for day.McDonalds provides free Wi-Fi and sis Changing facilities for their customers. 7. Promotions Both restaurants provide special offer for focus market segments, example that ONeills provide Three meals for price two and McDonalds provide 4 weeks for 4 tastes. Promotions are important for build good customer relationship and attract pote ntial customers (Kotleret al. 2010). 4. Identification of Present trend in Food Industry Both restaurants not properly address present trends and food related wellness matter witan the UK. One or more than one shows diagnosis or undiagnosed diabetic within 20 people in UK (Diabetic in the UK 2012). 010 NHS data showed that 26% of adults (age above 16) and three of ten boys and girls (age amid 2 to 15) showing either overweight or obesity within UK. However, Observed that both MacDonalds and ONeills not change for their foods for cater this current trend. In addition, predicted 10. 3% increase of the UK vegetarian foods market within next five years and main retailers such as ASDA, TESCO, Morrison and Sainsbury already started their vegetarian series (Keynote grocery assessment 2012). However, both McDonalds and O Neills not properly address this new market trend in UK. 3. 6 Sales MixObserved that Hanger Lane McDonalds main sales product is Burgers and other main sales products are sandwiches, dessert, chips and beverages. Proper awareness of sales ripplees importance for decide price of products as well as manage revenue (Kotleret al. 2010). However, Irish foods are the main sales products of O Neills and observed that majority of customers prefer for their Irish foods. 3. 7 Marketing McDonalds comparatively have powerful marketing strategy than the ONeills. McDonalds have some benefits of marketing due to global brand and product range is unique for every McDonalds.However, each of franchise has limited resource for own marketing process that related for area. McDonalds have single web aim that covering all outlets in UK, however ONeills Ealing has their own web page under ONeills main web (see Appendix 7). This is give opportunity for customers to directly contact Ealing management, find the new functions and specific menus. However, McDonalds web site is more attractive than O Neills web site and it include nutritionals value and allergic information o f the foods (See Appendix 8).McDonalds provide special service for their customers McDonalds on your shout out that give location of nearest outlet, menus and latest progression (www. mcdonalds. co. uk). 4. Conclusion These two restaurants cater their service for difference customer segments in market. However, observed that they always try to dominate in their market segments and very less consideration of current market trends in UK such as such as salutary foods and vegetarian foods. Both restaurants committed to give full customer satisfaction and try to attract customers using difference promotion and giving high quality safe foods.Both restaurants have proper identification of own sales mix and they use specific marketing strategy to enhance competitive edge in own market segment. 5. Recommendations All discussion based on these two restaurants and therefore these recommendations relevant only for above two restaurants and difficult to generalised. O Neills Ealing 1. Enhanc e variation of foods in menu This is important to attract customers who have difference needs such as Chinese, Mexican, vegetarian, diabetic foods etc. 2. Consider the food price fatality to consider price of foods with compare competitors especially near the Ealing area. . Separate bar area from restaurants. Bar unitedly with restaurants area give some interference for family dining. Therefore, important of physical separate of dining area from bar section to attract more families to restaurants. 4. Band competition They can invite Ealing area musical bands to perform in their restaurants that give more attract of local residents and young people to restaurants. 5. permit nutritional value in in foods That important to customer to select best suit foods for them and give attraction of customers. 6.Phone industry to customers iPhone, Android, Blackberry, Ovi ONeills special promotion, menus and special news, this important to always keep customer live with restaurants. 7. try on to get some parking slot beside road side after discuss with Ealing Council. Especially Friday and Saturday nights. 8. Provide loyalty card to regular customers to enhance revisit of regular customers. 9. Provide discount and promotion during the winter period to attract more customers by considering present positive condition of economic growth of UK. McDonalds Hanger Lane 1.Increase seating capacity keep more employees that enhance their attraction of McDonalds products. 2. Concern of healthy foods and vegetarian foods Need to consider present market trend of healthy foods, especially foods related to children. 3. Provide more attraction inertial decoration That gives more attraction of customers to restaurants. 4. Provide attractive lighting system. 5. Provide foods in more decorative way to enhance customers attraction. 6. Give some higher consideration and facilities to on-site eating customers like takeaway customers. 7. Try to provide combo pack or student pack for attract families and students. . Install indication board beside Ealing road side to begin with the outlet to enhance remind for customers before see outlet and provide information of additional facilities. 9. Start some functions or entertainments, especially at Friday or Saturday to attract customers. Bibliography Ashness, D. and Lashley, C. (1995) Empowering service workers at Harvester Restaurants. 24(8), p. 17 32. Emerald Personnel Review Online. Available at http//www. emeraldinsight. com Accessed 28 October 2012. Guardian. co. uk (2012) GDP figures show UK emerging from recession full reaction. 25 October 2012 Online.Available at http//www. guardian. co. uk/business/2012/oct/25/gdp-figures-uk-emerging-recession-full-reaction%20-%204/11/2012 Accessed 3 November 2012. http//www. diabetes. org. uk/Professionals/Publications-reports-and- resources/Reports-statistics-and-case-studies/Reports/Diabetes-in-the-UK-2012/ (2012) Online. Accessed 28 October 2012. http//www. ic. nhs. u k/pubs/opad12 (2010) Online. Accessed 28 October 2012. http//www. oneills. co. uk/oneillsealing/ (2010) Online. Accessed 25 October 2012 Ingram, H. and Jones, S. (1998) squadwork and the management of food service operations. 4(2), p 67-73.Emerald Team Performance Management online. Available at http//www. emeraldinsight. com Accessed 28 October 2012. Keynote (2012) Market Update 2012 Restaurants Knight, A. J. , Worsoz, M. R. and Todd, E. C. D. (2007) Serving food safety consumer perceptions of food safety at restaurants. International Journal of coetaneous Hospitality Management, 19(6), p. 476-484. Emerald Online. Available at http//www. emeraldinsight. com Accessed 28 October 2012. Kotler, P. and Keller, K. L. (2006) Marketing Management. 12thed. New Jersey Pearson prentice hall. Kotler, P. , Makens, J. C. and Bowen, J. T. 2010) Marketing for Hospitality and Tourism. 5thed. New Jersey Pearson prentice hall. Law, A. K. Y. , Hui, Y. V. and Zhao, X. (2004) Modeling repurchase freq uency and customer satisfaction for fast food outlets. International Journal of lumber & Reliability Management, 21 (5), p. 545-563. Emerald Online. Available at http//www. emeraldinsight. com Accessed 28 October 2012. Lillicrap, D. and Cousins, J. (2010) Food and Beverage Service. 8th ed. London An Hachette. Mendez, J. L. , Oubina, J. and Rubio, N. (2006) explanatory factors regarding manufacturer brand Journal of Product & Brand Management, 15 (6), p. 02-411 Emerald Online. Available at http//www. emeraldinsight. com Accessed 28 October 2012. Mitchell and Butler annual report 2011. Ryu, K. , Han, H. and Jang, S. (2010) Relationships among hedonic and utilitarianvalues, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), p. 416-432 Emerald Online. Available at http//www. emeraldinsight. com Accessed 3 November 2012. www. mbplc. com. www. mcdonalds. co. uk Appendix 1 Meal Experience Che ck refer . Physiological and Food quality Description of items in truth fulfil unsure dissatisfy Very Remarks satisfied Dissatisfied Variation of foods ( Vegetarians or diabetic) Presentation of food ( Decoration) Colour of foods Taste of foods Texture of foods Temperature of foods Variation of beverage Temperature of beverage Selection of condiments e. g. alts, sauces, pepper Portion of foods Portion of beverage Consumer specific Quality of food serve General hygienic conditions Economical and convenient Description of items Very satisfied unsure Dissatisfied Very Remarks satisfied Dissatisfied Prices of foods Price of beverages convenient location Special offering Outdoor catering theatre delivery Past service Parking facilities Service and restaurants conditions Description of items Very satisfied uns ure Dissatisfied Very Remarks satisfied Dissatisfied Staff greet pleasantly Staff knowing of regular customers Staff attention to the customers Staff willing to service to customers Manger attention to customer Waiter take gild properly Staff understand of the products ( special offer, prices) to select proper food and beverage Staff congenial and polite Service fast and quick Staff wearing proper attire Decoration of restaurant Tidy of restaurants Tables are clean Tables arrange properly Table is enough space to keep foods Staff give correct bills and changes for customers Restaurants open hours Staff response when leave the restaurants External appearance of restaurants Interior colour of restaurants Temperature conditions in restaurants Background music die music Table dec oration Type of linen withdraw tableware Furniture conditions Arrange of tables Layout of restaurants Sign of rest room Access of disabilities Children play area Tidiness of the rest room Marks Very Satisfied 5, Satisfied 4, Unsure- 3, Dissatisfied 2, Very dissatisfied 1 Appendix 2 SWOT Analysis for ONeills Ealing. Strengths Weakness Reputed National brand and Mother Company. In side bar lead to reluctant for family dining especially with Specialization of Irish foods. children. Performing of Live bands that not in other restaurants near Ealing No proper parking area. area. Foods price comparatively high. rigid near the Ealing shopping complex area. Web site not attractive. Bar facilities. Attractive decorations and arrangement. Quality service with experienced staff. Provide decorative foods. High clean and hygienic conditions. Eating out increase in UK Quality certification. Opport unities Threats Can provide other specific menus like Chinese and Indian cuisine. Higher number of competitive restaurants in Ealing. Enhance seating facilities. Less prices foods and drinks introduce by surround restaurants. Healthy food e. g. diabetic Retails host (e. g. TESCO , M & S) introduce they are own foods. Attraction can be improved. legal age of customers knowing specialization for Irish foods only. Better promotion ability. Higher control from Mother Company leads less reaction for situation Emerge of UK economy from rescission. and location. Showing the nutritional values in foods. Extreme hold conditions. Use of new technology to contact customers. E. g Phone update Rising of fuel and employee cost. speculation to provide more advanced products. Majority of customers cut of their eating out during the recession. Increase of number of restaurants direct to price war. Appendix 3 SWOT Analysis for McDonalds Hanger Lane. Strengths Weakness Reputed Globa l Brand. Seating condition not comfortable. 24 Hours opening. Seating capacity very low. Drive through Process. Lighting arrangement not attractive. No competitive restaurants nearby. Less decorative of foods. Close to busy Ealing road. Due to quick service orient less concern of inside customers. Large parking area. Holidays less vehicles use of Ealing road. Wi-Fi facilities. Trained staff. Clean and tidy environment. Baby changing facilities. Attractive website. Phone updates facilities. Quality certification. Opportunities Threats Can increase seating capacity. Possibility of vex new restaurants nearby areas. Concern of healthy foods. E. g Diabetic Concern of Healthy foods. Introduce specific foods e. g vegetarian, Mexican. Marketing mainly decide by Head office. Attraction can be improved. Retails group (e. g. TESCO, M & S) start to introduce they are own Better promotion ability due to location. coffee shop and foods. Emerge of UK economy from rescission. Higher traffic in Hanger Lane during the busy hours, reluctant to Introduce of innovative products. turn for McDonalds. Extreme weather conditions. Appendix 4 O Neills Menu. pic pic Source O Neills restaurants menu Appendix 5 Photo of Decorated ONeills Foods. pic Source Food decoration photo taken from ONeills website. Appendix 6 Location of McDonalds Hanger. pic pic Source McDonalds Hanger lane photos taken by writer Appendix 7 Web page O Neills Ealing. pic Source ONeills web page Appendix 8 McDonalds web site with nutritional value and allergic information. pic Source McDonalds web page