Strategic Food and

Beverage
Management Module Code : TH6AH00O

Student ID – 21420599 Submitted to : Ms. Tomishra Chakraborty

Executive Summary
The motive of writing this report is to analyse the observation done during the food and
beverage operation at Collage by Hyatt. The report also talks about different factors like
food quality, staff efficiency, restaurant menu and marketing strategy to affiliate the
performance of Collage by Hyatt. The main purpose of this report is to find out if there are
any drawbacks and loopholes between observation and theory and where the restaurant
can focus to improve itself. Some recommendations are given to the restaurant for
becoming more successful.

Contents
Executive Summary...............................................................................................................................1
1. Introduction...................................................................................................................................2
2. Methodology.................................................................................................................................2
3. Types of restaurants......................................................................................................................2
4. About Collage by Hyatt..................................................................................................................3
5. Characteristics of the consumer....................................................................................................3
5.1 Target Market..............................................................................................................................3
5.2 Customer Behaviour and Satisfaction..........................................................................................4
6. Factors affecting meal experience.................................................................................................4
6.1 Menu Evaluation..........................................................................................................................4
6.2 Food Quality................................................................................................................................5
6.3 Staffing.........................................................................................................................................5
6.4 Market Strategy...........................................................................................................................5
6.5 Customer Experience...................................................................................................................5
7. Recommendation..........................................................................................................................6
8. Conclusion.....................................................................................................................................6
9. Reference......................................................................................................................................6
10. Appendices......................................................................................................................................8

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 1. Introduction
The food and beverage(f&b) industry evolved from basic origins: when people moved out
from their houses, they also had a need or willingness to eat or drink. Many have been
supported to satisfy the need by providing food and beverage. When the population's
appetite became broader and more diverse, so did the f&b industry (DEMİR and
ISTANBULLU DİNCER, 2020). These days, F&b industry has become a major trend for
business people as well as for the consumers. In metropolitan areas, the amount of fine
dining, casual dining, and quick-service restaurants are increasing. Middle aged people and
young people are the main consumers. The increasing amount of restaurant and diners have
attracted a huge number of customers to eat outside and have also increased the popularity
of the f&b industry. People love to eat outside, for a change of taste, to not to cook at
home, work away from home or they are just tourists. People like flavours and colours, so
they want to be in other people's company. They want to enjoy the meals with family
members and friends. Eating out now have been one of the most common ways of leisure.
F&b industry have been increasing as tourists travelling wishes to try new and variety of
foods. The Collage by Hyatt gives an experience of modern oriental cuisine. The restaurant is
located on the first floor of the hotel is gives the view of the open garden and the
amusement park opposite at the vastrapur lake. The restaurant is mainly famous for its
continental and north Indian cuisine. The restaurant of the hotel is open 24 hours and it is a
fine dining restaurant (Hyatt Ahmedabad, 2020).

2. Methodology
This report consists of research with primary and secondary research both used. The
primary research consists of reviewing checklist which contains points of menu evaluation,
food and beverage, restaurant and human resources. This also includes quality of food,
ambiance or atmosphere of restaurant, customer experience and their marketing strategies
(Appendice 4,5 and 6 ). At the end a conclusion and recommendation are provided on the
basis of issue found during the observation which can be implemented for future
development. However, majority of the secondary research consists of thorough academic
sources such as books, journals, reports, articles, websites and e-books and magazine
article.

3. Types of restaurants
Restaurants fall under many sectors of classifications based on menu type, methods of
cooking and costing, as well as the manner by which the consumer is served the food. It is
mainly categorized into 5 main types of dining i.e. casual dining, family style, quick service
restaurant (QSR), fast casual and fine dining. Casual dining type of restaurant has an
environment of comfort and friendliness, modest food prices and table service. Like quick
service restaurants, and fast-casual dining, casual restaurants do not use plastic cutlery.
Family dining is somewhat equivalent to casual dining with a variation, where the food
comes in a larger dish on tables so consumers can order the meal for themselves and carry it
over to the other people at the table (Hwang, Chung and Kim, 2018). It has advantage of

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providing a comfortable environment in which guests have greater control over what they
consume. Mainly Chinese and Japanese outlets serve the meal in this manner. Quick service
restaurant is the most popular type of outlet which is famous among younger age groups.
QSR has drawn consumers because of its pace, comfort and low prices. Products used in a
restaurant offers fast food facilities which are mostly preheated or pre-cooked to reduce the
preparation time. The fast-casual dining has been a mixture of fast food joints and casual
dining. (Hwang, Chung and Kim, 2018)

4. About Collage by Hyatt

The restaurant Collage by Hyatt is a fine dining restaurant so the customer relations are
much more important in fine dining restaurant that a fast food joint. The amount of visitors
at fine dining restaurants are frequent clients (Hyatt Ahmedabad, 2020). Retaining and
retaining clients is a job which should be regarded as duties. These types of the outlets have
properly trained staff and they know what type of food or beverage are they are serving and
knowledge about the menu. Some of the fine dining restaurants have fixed menus or menus
may vary daily or monthly, and the offerings also rely on locally grown ingredients. The chef
prepares such dishes that suits with the season or the climate of the area or the locality
(Kvitkova, 2019). These types of restaurants can have any type of setting and has a wide
variety of cuisines, from multicultural to organic or local foods.

5. Characteristics of the consumer

5.1 Target Market
The Hyatt is a five-star property so the brand keeps the reputation of the restaurants up to
the mark. The Collage by Hyatt want everybody like to feel comfortable and happy with a
vast and varied menu in a cozy environment (appendix 1 and appendix 2). The restaurant
allows the customers to enjoy the artistically prepared food to provoke their palate. The
market analysis of the restaurant, its has been identified as target segments in the following
groups.

 Business man – These kinds of customers are mainly foreigners or can be from
different states. They of live in the city for a day or two, as they work for an
establishment to support their clients and this can attract a greater number of
people and their clients to dine in.
 Families - A great place to dine with your kids. Families will come for the fun and
welcoming food. The quality and service of their meals is excellent.
 Tourists – The city attracts the many tourists in the month of September to
November. The restaurant is a great destination with its attractive décor, layout and
atmosphere. It also has a wide variety of international and local food items in the
menu and have a great view.
The Collage by Hyatt will concentrate on attracting a wide and multicultural customer base
between the ages of 25 and 60. They are most likely to be tourist, business man and
obsessive payers. The demographics of the restaurant involve locals from the area, nearby

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diner customers, and visitors from other cities, states and countries. These are the people
able to spend their cash on fine food and service at a level of interest (Weinstein, 2014).

5.2 Customer Behaviour and Satisfaction

The two most important factors for market growth are customer loyalty and customers’
ability to pay. Changing customer expectations in an advanced economy with reference to
the industry's three core business attributes: food quality, business efficiency, service and
ambience. For fine dining restaurants, the customers offer greater priority to price over
convenience, and convenience relative to the experience in quick-service restaurants. As
quality of food changed from poor to high, customer behaviour for ambience and service
continued to shift in the same path respectively, yet not exactly at the same the point. The
restaurant has a practical benefit of preferring high-quality food and a good level of service
or ambience. Customer behaviour for high-end, full-service restaurants and fast-service
restaurants are substantially different in-service qualities (Priporas and Vrontis, 2014).
The quality of service is a significant factor in helping industries attract their consumers and
win their loyalty. Meeting the consumer needs and maintaining their loyalty is becoming
increasingly necessary. There are clear indications that customer retention and loyalty have
a positive impact on the success of service providers in specific, and establishments in
particular. The restaurants maintain happy and committed consumers gained better income
by higher profit margins. In addition to improving productivity, consumer satisfaction and
loyalty are also critical in reducing marketing expenses and promoting positive word of
mouth. Customer loyalty is a significant factor for the restaurants long-term performance.
Customer satisfaction is also relevant given the results that the financial success of
businesses is influenced positively and substantially by increased by customer satisfaction
(DR.K. Vanitha, 2012). The relationship between consumer service and customer loyalty and
customer satisfaction and productivity has been positive. Level of satisfaction is a significant
factor which cannot be neglected, which means that manager needs to be clear about the
criteria of consumers satisfaction and loyalty (Khairawati, 2019).

6. Factors affecting meal experience

The meal experience relates to a collection of measurable and hypothetical activities while a
person is dining out. It includes direct or indirect interaction with a firm involving the buying
and use of a service as well as unexpected interactions within the restaurant with restaurant
manager / waiter or other staff. The overall meal experience includes menu evaluation, food
quality, staffing, market strategy and customer experience (appendix 3).

6.1 Menu Evaluation

Menu is another aspect that influences the dining experience which is a compilation of
menu items that are either mentioned as part of the decor or explained to consumers upon
entering the restaurants (Noone and Cachia, 2020). The Collage by Hyatt menu served is
mainly à la carte and table d’hôte. Menu evaluation and dietary analysis is especially
important in businesses who wish to take account of the special needs of various
populations, such as infants, the seniors, vegetarians, vegans, kosher, gluten-free,
individuals with allergy and others, so that they can all have a healthy balanced diet, safe

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and according to existing regulations (Hyatt Ahmedabad, 2020). Pricing is the sum of money
paid for a service, a profitable resource and a core determinant that affects the meal
experience of customers (appendix 7). The affordability ranges from establishment to
establishment, from consumer to restaurant which also significantly influences the
preference of the consumer.

6.2 Food Quality

Food quality is one of the most important aspects of a serving experience. It is a primary
indicator of consumer loyalty in fine dining restaurants and the food quality is the most
significant factor of consumer satisfaction as opposed to other elements of the restaurant,
such as ecological factors and quality of service. There is positive impact on consumer
loyalty and consumer expectations of food quality and the beneficial interaction between
the restaurant and the customer (Peri, 2006). The quality of the food is determined on the
basis of the taste of the food, appearance of food and the variety in the menu. The food
quality is the main key for consumer loyalty in fine dining restaurants.

6.3 Staffing
Staffing is essential for the completion of job-related activities but has more impact than
just practical things, such as ethics. To have good cooperation from the staff inside a
restaurant, well defined service quality requirements must be in place. The Collage by Hyatt
also have a very friendly staff and have proper communication between them and where
supportive to each other. The staff was dependent on each other as they helped carry food
or other items which guest have ordered and the guest did not need to ask to another
waiter. But the only issue was that some of the guest were waiting for the waiters to take
order.

6.4 Market Strategy

The market strategies help the firm or the restaurant to become popular and to be known in
the locality. There are various market strategies for marketing of the restaurant and these
tactics will help the restaurant to increase their customers and maintain their regular
customers and clients (Grver, 2016). The one of the most effective way is the word of mouth
as they are mainly effective in the adult age group. There are brochures made for the hotel
to provide their customers with restaurant interior photos, menus and rates. The restaurant
uses the local media to post large ads on the banners and they use websites and update
about the ongoing events and offers so that they can deliver the concept in the local area.
The target market of the Collage by Hyatt is for regular business lunch and dinner
entertainment.

6.5 Customer Experience

The customer experience can be described as a ' totally positive, stimulating, lasting and
socially satisfying physical and emotional customer experience across all significant stages of
one's food chain, resulting in a distinctive retail offering requiring active engagement
between consumers and suppliers. Customer loyalty is positive for a variety of reasons and
eliminates unsatisfied consumers (Trini and Salim, 2018). The qualities in the Collage by
Hyatt are food taste, good quality, service response time, restaurant cleanliness, pleasing
restaurant venue, facilities, kindness of employees, restaurant hours of operation and

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availability of healthy and wide range of menu. The only issue was that the staff took a lot of
time after being seated to give the menu and take the order. The overall experience of the
restaurant was good and food was being served hot.

7. Recommendation
The report provides the restaurant certain recommendations, such as the quality of the
items and the time it takes to serve the meals. According to Sutherland (2010) the item
written in the menu should be available, should be served on time and should be served
hot. Many guests complained of other meals being unavailable and often take longer times
while receiving the foods so they should work on it. These kinds of negative points can affect
the popularity of the restaurant and this should be alerted to the management of the hotel.
The restaurant should look after the issue and they should train their staff accordingly.
According to O'Barr (2006) the branding and marketing of a firm increases the popularity
and attracts a greater number of customers. Currently the Collage by Hyatt markets and
advertises its brand only during the festival in a year. The hotel should take initiatives to
expand marketing and advertising of their brand to attract more customers.

8. Conclusion
The Collage by Hyatt is a fine dining restaurant operating in Ahmedabad. The threats of
Collage by Hyatt are the competitors offering the same kind of cuisine, which is in the same
segment, higher media marketing of competitors may cause more customers and price rise.
The Collage by Hyatt doesn’t have a nutritional value chart present in the restaurant.
However, the restaurant has meticulous hygiene and grooming standards with the outlet
taking regular initiatives of training their employees. In addition, it has a flawless well-
maintained service quality. Furthermore, the ambience of the restaurant gives the
customers the feel of a fine dining with music, live counters and mocktails bar. With the
decor of Collage by Hyatt set in such a way that the decor matches the cuisine and live
counters to a great extent.

9. Reference
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 DEMİR, Y. and ISTANBULLU DİNCER, F., 2020. The Effects of Industry on the Food and
Beverage Industry. Journal of Tourismology, 6(14), pp.245-261.
DR.K. VANITHA, D., 2012. Customer Relationship Management on Customer
Satisfaction. International Journal of Scientific Research, 3(4), pp.1-3.

Grver, R., 2016. Editorial: Marketing strategy and organizational strategy. Journal

of Market-Focused Management, 1(3).

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Hwang, J., Chung, K. and Kim, M., 2018. A Study on the Success Factors for the Restaurant
Service Industry: Moderating Effects of Restaurant Types and Locations. The Institute of
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Noone, B. and Cachia, G., 2020. Menu engineering re-engineered: Accounting for menu item
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Word Count - 2403

10. Appendices

Appendice 1

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Appendice 2

Appendice 3

9
Appendice 4

10
Appendice 5

Appendice 6

11
Appendice 7

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