In this modern day, people dine out for pure enjoyment, to flee from their daily routine, to experience different styles of cuisine and the service the restaurants offer. When going to a restaurant, customers pay attention to the location it is sited in. Whenever choosing a restaurant, customers focus on their surroundings plus they consider if it is a good area, if it accessible, if it includes car parking or if it's close to a stop and if it is suitable for disabled people. Customer that would dine in a restaurant needs warm ambience, high standard service, good customer support and exceedingly good quality food.
From the restaurants viewpoint there are many more aspects to pay detailed focus on, such as: The type of market it is portion, their customer account, talents and weaknesses of the operation, Menu, staffing, resources, merchandising, campaigns, issues on the macro environment that would effect the business, attention to their opponents, opportunities to increase the business and the risks that might be harmful to the business enterprise and the activities to take against it.
This survey is on the evaluation of Boxwood Cafe in Knightsbridge. The reason that this restaurant has been taken in consideration is basically because there are many followers of Gordon Ramsay. Gordon Ramsay is known for his higher level of attention to depth and his high standards of service, which allures this are accountable to investigate the management of this restaurant. Having said this, it was a struggle to attain the administrator of Boxwood Cafe in such a busy environment. It had been only possible to get home elevators Boxwood Cafe, electronically, with a questionnaire responded to by Angela Downes, the businesses supervisor of Gordon Ramsay Holdings. Most of the questions were responded, however, a specific amount was regarded as strictly private as she quoted: "We do not divulge this information".
The amount of questions responded to were six out of eleven, giving out questions about the clients account, their SWOT research of the Menu, questions on staff problems and staff troubles and what their external threats would be. Might you name any four difficulties within the management? Angela Downes estimates: "We do not divulge this information", which again this shows the secretive dynamics of the company.
Company Information and Location
Company information
Opened in 2003: Gordon exposed the uniquely designed Boxwood Caf with the Berkeley, Mind Chef Stuart Gillies creates an inspired seasonal menu with emphasis on British ingredients offered daily market specials
Owned by Gordon Ramsay Holdings Ltd
Executive chef: Stuart Gilles: Stuart's interest and contagious drive was captured by Gordon who immediately offered Stuart the reins to the innovative restaurant strategy. Stuart transcended old classic French dishes into modern Italian with the Connaught. His influences at this time also reflected a year spent in Rome at god, the father Byron Hotel and three years in Stockholm, Sweden.
Manager: Joeness Amara-Bangali: Joeness Amara-Bangali became a member of Stuart Gillies and the Boxwood team in January 2005 to manage the active restaurant and Private Dining room. Previous to this, he was Restaurant Manager at Sugar Reef from July 2001 to December 2004. His method of service has looked after the casual style that Boxwood has perfected, whilst providing friends with a captivating atmosphere and fun eating out experience.
Location
The Berkeley, Knightsbridge LONDON: 5 celebrity luxury and modern day stylish hotel in Knightsbridge
Hotels and fashion Brands around the area: Mandarine Oriental, Sheraton Area Tower, Carlton Tower, Lowndes Hotel are the 5 legend Hotels we can find in Knightsbridge. Sheraton Belgravia, Rembrandt Hotel, Claverely on Beaufort Landscapes, Franklin Hotel and Millennium Knightsbridge are the 4 legend hotels located in this area. The hotels situated about the restaurant are http://widget. criteo. com/sendEvwi=7709106&pt1=2&i1=181858The Lanesborough, Intercontinental London Area Street, The Halkin, The Berkeley, The Metropolitan, The Athenaeum, The Park Lane Hotel, The Jumeirah Lowndes Hotel and so many more that are luxurious and on top of the course.
Hyde Area: Hyde Area is literally over the street from the restaurant and is an fascination to every local and visitor. Thanks to the green adjoining it provides and many drinking water facilities, it is an attraction and relaxing park.
Department stores: Harrods, Harvey Nichols: Harrods is one of the primary tourist attractions in Knightsbridge because of the luxurious variety of products it includes and with the seasonal topics and occurrences in the store. It generates a nice-looking atmosphere to the customer. Harvey Nichols, another division store in Knightsbridge, offers a different type of atmosphere which is known as modern that would target a more radiant generation.
Competiton:100 restaurants in Knightsbridge (approximately): The restaurants sited in Knightsbridge would include big restaurant chains such as Wagamama, Yo-Sushi, Caf Rouge and etc. To say the restaurants within Harrods, like the Georgian Restaurant, The Terrace Pub, Caff Florian, Globe Harrods, Dim Total, The Veuve Clicquot Champagne Club, The Green Man Pub, Sushi Pub or the Fifth Floor restaurant in Harvey Nichols are far more convenient for the client but would make it harder for Boxwood Cafe to entice the client. The other immediate competition would be the beginning of Marcus Wareing's restaurant with the Berkeley. As everybody knows Marcus Wareing was in business with Gordon Ramsay and was a chef patron of Petrus plus the Savoy Barbeque grill of Gordon Ramsay holdings. After separating and parting from Ramsay holdings Ltd, Wareing opened up a restaurant at The Berkeley which hosts Boxwood Caf as well. The conclusion is that they know each others procedure strategies which may create a primary competition.
Customer Profile
Demographic Profile
Age: 28-50
Gender: Guy and Female
Occupation: Skilled Workers
Salary :120, 000 and over, after tax
Lifestyle: Cash abundant, Time rich(customers which have the amount of money and time to invest)
Geographic Segmentation
Local, local and International customer
Psychographic segmentation
Smart-Casual social groupings: People who would avoid from the lag of the highly occupied Knightsbridge.
Strength, Weaknesses, Opportunities and Threats
Strengths
Situated in a higher class area
Owned by way of a super star chef's company: which includes its own promotion and would entice customers to have an go through the food that Gordon Ramsay proudly recommends.
Accessible
Environmentalists
Exceedingly good customer care
Friendly Staff
British Menu
Large variety of choice on the Menu
Excellence of training staff
Weaknesses
Price of alcoholic beverages very expensive
Staff is not aware of the dish dished up in front of the client e. g. Blue beef dished up to customer that wanted medium and customer that requested blue was offered medium.
Too many waiters portion one same table
Low advertising
Macro-Environment
Analyzing the restaurant, we identify the PEST, Political, Economical and Socio-cultural, technological.
Politics: (Food Standard Company, http://www. food. gov. uk/foodindustry, 2009)
Regulation (EC) 852/2004 on the health of foodstuffs
Regulation (EC) 853/2004 setting up specific hygiene guidelines for food of creature origin
Regulation (EC) 854/2004 setting up specific guidelines for the organisation of official handles on products of animal origin intended for human consumption
The legislation:
modernised, consolidated and simplified the previous EU food cleanliness legislation
applies effective and proportionate control buttons throughout the food chain, from most important production to sales or source to the final consumer (from 'farm to fork')
focuses adjustments on what's necessary for public health protection
clarifies that it's the principal responsibility of food business providers to produce food safety
Economic:
The Credit crunch
Gas prices going up
Electricity prices
Socio-cultural:
the evolving old of the population and the consequences it has on the market
Technological:
as technology improves on the market for equipment used in kitchens, the abilities required will lower, time will be spared, labour costs will be decrease.
Opportunities: They can enhance their weaknesses as mentioned above
Threats: would be the direct contests that are situated around the area and as stated earlier on there are a lot of fighting restaurants (roughly 100 matching to www. allinlondon. co. uk, 2009)
The Menu
According to Foskett "One approach to sale analysis, which got gained level of popularity is the approach known as menu engineering. This is a method of menu evaluation that uses two key factors of performance in sales of specific menu items: The popularity and Gross Earnings cash contribution of each item. " You will discover four types of categorizations in menu engineering.
Items of high acceptance and high GP contribution. They are known as superstars.
Items of high acceptance, low GP contribution. These are known as plowhorses.
Items of low attractiveness, high GP contribution. They are known as puzzles on the menu.
Items of low reputation, low cash GP contribution. They are known as the worst items on the menu and are known as dogs.
Type of Menu
Modern British
Produce based on seasonality
Best advertising dish: Grilled Aberdeen Angus rib-eye chop
Set lunchtime 25 per head
A la carte 50 per brain(average)
Menu altered frequently
Managerial analysis
Average spend per brain 50
Average cover daily: 205
Monthly income: around 310. 000
Cover Capacity: 120
Keeping customers loyal
Advertisement: Internet Sites.
Keeping customers devoted: Voucher cards, telephone numbers and e-mails
Exceeding customer objectives and Providing high expectations of cuisine
Recommendations
staff should be more mindful of the needs of the customer
it is better to keep one waiter offering the table, to reduce the distress of mixing orders of customers specific requests
get gone the pups on the menu
In order to boost sales, the restaurant must advertise more
To keep an eye on Customers and their details, restaurant could use reward cards.
