The hotel restaurant: A necessary evil or a flagship of innovation?
Cardiff Metropolitan University
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Hotel restaurants are not only perceived by the general public to be bland, dull and almost anonymous establishments but in some cases can suffer from a corporate management culture that portrays them as a necessary evil whose sole existence is only to serve residents. In Cardiff, one of the fastest growing cities in Europe, this is especially true. This research was undertaken with the aim of exploring the potential for luxury hotels in Cardiff to use their restaurants as a flagship of innovation in order to help grow revenue and profits in a stagnant accommodation market place. The dissertation reports the findings resulting from a series of email and face to face interviews with restaurant managers of four and five star hotels. The findings reveal four key elements that should go into developing a strong and flexible strategy for growth: quality, branding and brand positioning, innovation and competitive advantage. The results support the case for luxury hotels of Cardiff to upgrade their restaurants to an equal status as that of their accommodation arms but acknowledge the problems associated with this. Given the current economic situation there is an increased element of financial risk in the return on the investment that would be needed to create an independently-branded fine dining restaurant in a sector that demands a certain type of customer. More research is needed to explore the impact and importance of awards and accolades on the growth and sustainability of a branded fine dining hotel restaurant.
MSc Hospitality Management
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