Business Performance Analysis It is a 80 seat restaurant which also provide also quality food for boardroom, hospitality, executive lunches and corporate functions . The menus offered a high quality Syrian traditional food. (see Appendix A).The menu contains a full list of meze dishes along with meat-and-rice and oven-baked main courses. They also provide fresh fruit juices, Arabic cakes and aromatic teas. The presence of warm dining place along with a very elegant lounge reflects the ethnicity of the restaurant. It would also present the comfortable furnishings and furniture with good combination of the colours. The lounges are decorated with seats comfortable seats and nice tables. The restaurant also offer take away services and outside catering for birthdays, weddings, anniversaries etc. They are proud to have provided their catering services to many high- profile events in the UK. The restaurant tries to maintain the competitive price as compared to the other competitor restaurants in the area. Abu Zaad is the only Syrian restaurant in Shepherd’s Bush market; this helps them to attract more people. Services quality is the most crucial factor especially for the hospitality sector. It is the quality of service which distinguishes one restaurant from the other. Services must provide evidence of 5
quality and commitment. Excellent service comes in the form of good service culture. For example; quick solving of problems with complains or issues during the rush hours by the frontline managers would demonstrate favourable service quality (Black, 2010, p.215). The owner of the restaurant provide good rewards to his employees as 40% discount in the restaurant and also 20% discount in the supermarket that he owns. This it is an effectively and efficient technique to retain staff and maintain them motivated. The management team of the company started in the company more than twenty years ago; they are highly experienced in the restaurant industry. On the other hand they are having difficulties with training new waiters. There is not a specific person on charge on training new staff. Business Aims and Objectives Mission The new objective of the restaurant should be maintaining its food cost at a low level, at the providing more variety meals. It must aim to produce a more diverse menu, which has not been changed for 6
years, this would help to attract new customers and expand its present customer base. It could seek to provide cross multi-cultural and innovative cuisines from the Middle East. They only offer Syrian food, but presenting new meals from other Arabic country it would be an advantage. Also, presenting specific meals for every season it could be a way for improving the present business. It could improvise on its present mission of attracting more people from different countries of the Middle East and also people who enjoy Arabic food. In other words, the attraction of the restaurant should lay its varied menu meant to serve a diverse customer background. (Halper, 1991, p.132). Along with this, it could provide specific menus for specific income groups. For example; cheap
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- Spring '14
- Middle Eastern cuisine, Kastaleta Lamb