Đề tài Dự án kinh doanh Nhà Hàng - Nhà hàng Âu Lạc

I. Operation and Theme: 1. Current operation, theme: Au Lac House is a restaurant that belongs to Au Lac brand in Hanoi. Beside Au Lac House, there is also Au Lac Café on Ly Thai To Street. Being different from Au Lac Café, Au Lac House focus on serving foods as a restaurant. The main cuisines here are Vietnamese, especially northern foods. This restaurant is one of the fine dining restaurants in Hanoi. The target market is Western customers, the rest includes Japanese, Singaporean and Vietnamese … Au Lac House’s theme is inspired by the French architecture in the combination with Vietnamese way of decoration. It makes the restaurant an antique and unique style comparing to other restaurants in Hanoi. 2. Location and guests: Located in the central of Hanoi, Au Lac House has many advantages to attract guests and promote the restaurant itself. This restaurant is on 13th Tran Hung Dao Street, Hoan Kiem District. It is not too far from Hoan Kiem Lake and it is quite near some luxury hotels like Sofitel Metropole, Hilton Opera, Melia … It takes only five to ten minutes from those hotels to come to Au Lac House, it must be a point of vantage if the tour companies or tourists consider several restaurants. Besides, there are some companies and office buildings nearby the restaurant. Therefore, if these companies need a place to negotiate and discuss with their customers or partnership, Au Lac House may be a reasonable choice. Although Au Lac House is located in the central of the capital, it doesn’t mean that the street in front is noisy and polluted by the motorbikes and cars. The place where Au Lac stands is really quite and the restaurant can guarantee that any guest at any moment will not be annoyed by the city life. 3. Decoration, color skim, lighting, music, atmosphere: During the French domination in Hanoi, they had built a lot of villas in the city, a lot of them were on Tran Hung Dao Street. That’s the reason why they call this area “Hanoi’s French Quarter”. Au Lac House is not an exception, this restaurant was a villa before being a restaurant nowadays. The villa was built in the 1930s by French people who had a very good taste in architecture. Au Lac House owner didn’t change anything from inside to outside in order to keep the classical style for the restaurant. From outside, it is an 2 storey villa which was painted white and the second storey has a wide balcony. As the French built up this house, they arranged the interior completely following up the French style. So they could feel that they were in their house in France. In every room, there is an old fashioned heater which aims to warm up the atmosphere and the people all over the room. That makes the guests feel cozy while they are having their meal with others. Inside the first storey, they made 2 places to store wines, one is a small room and one is the stairway side. Although the restaurant is an French inspired house, it still shows the Vietnamese soul inside. The owner decorated his restaurant with many Vietnamese artworks. In each room, there are always 3 or 4 pictures which exhibit the Vietnamese people and their daily life from a long time ago. The wall inside the house was also painted white but under the soft light from well positioned lighting equipments, it seems to be light yellow. The purpose is to create a cozy atmosphere around each room and in fact, the atmosphere of each room and the restaurant overall is really warm and elegant. Besides artworks and light, Au Lac House also uses music to entertain the customers. They doesn’t have live music, so they use CD instead and put speakers in every room. The music is often instrumental music, sometimes they play music with words but it is simply ballad and really gentle. The decoration, color, lighting, music in Au Lac House at any moment always make the guests a warm feeling and truly relax. 4. Utensils, equipments, wares: The utensils, equipments, wares that are being used in Au Lac House are not so special. The most noticeable thing is that the bows, dishes and some other things were printed with the restaurant logo on them. That will impress the customers a lot. There are nothing made of silver or gold glided. Everything is standard but no more. For a fine dining restaurant, those things are not quite fit. The owner should invest more money in order to improve the quality of service. 5. Employee: Uniform or costume: The employees in Au Lac House use different costume depending on the different positions. The waiters, waitresses, cashiers wear white shirt and black trousers. The supervisor of each division wear white shirt and black trousers as well but the shirt must be stuck in the trousers. The uniform in Au Lac House is suitable for the operation and very polite. 6. Foods and drinks: As mentioned above, the foods in this restaurant are Vietnamese. There are nothing but Vietnamese cuisine. It is a good thing that Au Lac House focus on one kind of cuisine. But on the other side, this is not flexible and not so fit with the theme. The drinks list and wines list are excellent. There are many choices for customers. The prices for foods, drinks and wines are reasonable for a fine dining restaurants However, to improve the quality and quantity of foods, Au Lac House should add some more kinds of Western cuisines, especially French cuisine. That will definitely make the foods menu more fit with the theme that is a combination of French style and Vietnamese style. II. Layout and Design: Au Lac restaurant has a romantic French architecture space. Thanks to this architecture, Au Lac restaurant can attract many guests. Specially, foreigners make up 80 %. They come from many countries in the world such as: French, US, Australian, Japanese…Besides, there are also a small number of Asian guests such as: Chinese, Singaporeans. This restaurant is divided in 2 areas by a small yard. First area is the most important in the restaurant where you can enjoy a nice view and it includes 2 floors. And the second area is located behind the first area and includes kitchen and a large room. The first area. Guests can go on the first floor by two doors. And standing here, they can see a bar, cashier area and a waiting area. The bar, cashier and waiting area are separated by a beautiful flower vase. This floor is decorated very well with the white wall, yellow blinds, and light system… And specially, there are also nice pictures, small vase and a fire place. The rest room is arranged behind a big wall. Go up stair, this is the place that concentrated many tables to serve. This second floor includes three rooms with different size: a big room and two medium rooms. The big room is divided in two parts by bamboo-plaited blinds. There are two tables for 6 people, one table for 3 people and three tables for 2 people. Big tables are laid in the centre of this room and other tables are arranged near the 4 corners. With this arrangement, the staff fell easier to go and serve guests. Next to the big room, there is a VIP room with only table for 8 people. This room is decorated by pictures, flowers and 4 lights at the 4 corners. The atmosphere is quite and elegant. It is really suitable for the business man to meet their partner. Besides these rooms, there is also a medium room with two tables for 5 people. This room has the same style with other rooms. The second area. This area is smaller than the first one and includes a kitchen and a room. The kitchen is not laid in restaurant. It is located behind the first area. This is not convenient for staff to serve guests. Specially, when the restaurant is crowded, it takes more time for staff to run from this area to another one. Next to kitchen, we come to the medium room which includes one table for 8 people and 2 tables for 4 people. Beside two main areas, there is also a large corridor with some tables for 3 or 4 people. When guests choose these tables, they can fell more comfortable. They can enjoy the fresh air by plans and flowers which are laid near tables. So there is a variety of seating arrangements in Au Lac restaurant. There are around 22 tables. The number of tables for 3 and 4 people make up 54,5%, table for 2 people is 18,2% and the number of tables for 5, 6, and 8 people make up 9,09%. With this arrangement, it is suitable for target market of our restaurant. Because the customer often come in groups of three and group of four. They are business man and they choose our restaurant to invite their partner. Besides, in some special day such as: Valentine and woman’s day, many customers come in pairs. So 18,2 % of tables for 2 people is suitable. The area of this restaurant is 700 m2 with 22 tables. There is a lot of free space for transfer. So both staff and guests fell more agreeable. The staff can serve more fast while the customers can fell more comfortable with private space. There is no smoking and non smoking area in Au Lac restaurant. This is disadvantages of our restaurant. Some guests do not fell comfortable to smoke cigarette here. First floor Second floor III. Kind of Service should offer: In order to fit with the operation and theme, Au Lac House chooses 2 major kinds of service. They are Table service (English or Family service, American or place service) (90%) and Buffet service (10%). Whenever the guests come to restaurant having a reservation or not, they will be warmly welcomed and served with the table service – a typical type of Vietnamese cuisine. The staff have set up a bowl, chopsticks, spoon, glasses of wine before them come. In this kind of service they put all the fully prepared food on the platters or in big bowls. The guests then serve themselves, taking the amount they desire with the friendly help of staff. If the foreign guests can not use the chopsticks, the waiters will replace by the knife and fork to make them convenience. Beside that, staff here also follow place service type to serve the French foods depended on what the guests demand and what food they order. In some cases, guests make a reservation for a big group of tourists. They want to experience themselves our specialties then the restaurant can set a buffet on the second floor. Normally there is one or two waiters serve them during the meal. In our own opinion, these kinds of service are well suitable for the small capacity here and match with the menu in Au Lac House. The stationing in Au Lac House is not so clear at all. They divide in to 2 connecting rooms and 1 VIP room on the second floor, 2 more terraces on the balcony of each floor and 1 room on the first floor. Normally, the captain arranges 1 or 2 waiters who in charge of serving about 20 to 24 guests in the first floor. 2 or 4 waiters working together in the 2 connecting room and terrace, 1 to 2 others are responsible for VIP room with 12 to 14 seats. Even though Au Lac House is a fine dining restaurant with the luxurious furniture, elegance atmosphere…but the captains do not fix staff for each table. They move and coordinate professionally together by sharing skills and language, working experiences, friendly behaviors…to provide the best service and comfort to their guests. However, we also suggest adding more kinds of service serving in the VIP room such as: Friend service and Russian service. Choosing 1 or 2 skilled waiters first and training them how to finish food in frond of guests, how to use fork and spoon for dividing portion for each guest…. In our own opinion, it is one of the good ways to show the high level and attract more high quality guest. So, where the success of Au Lac House come from? Absolutely, it comes from the staff system who were well trained in tourism school and have own experiences in their work. It can be said that they play an important role in Restaurant operation. There are total 40 people working go after 3 shifts. Morning shift (a.m) is from 8am to 4am; Evening shift (p.m) is from 3am to 11pm; Split (S.P) is from 10am to 2 pm and 6pm to 10pm. Let’s see this table to have more idea about Au Lac House’s staff. Position/ Quantity Shift Tasks Skills am sp pm Manager (1) Operate and manage overall activities -Excellent English - Experience in management Supervisors (2) 1 1 - Receive reservation - Deal complaints - Account salary - Report the business result to Manager - Experience in supervising, excellent English - Analysis and solve problem Captains (2) 1 1 - Arrange shift working - Check attendance - Help Supervisors - Experience in human resource, good English Cashiers (2) 1 1 - Make bill for guests - Report revenue to Supervisors - Experience in accounting - Honest, careful Waiters (10) 2 2 4 - Set up table - Take order, serve foods and beverages, clear the table - Experience in serving F&B professionally, good English - Hardworking, careful, working independence or team Hostess (1) 1 - Welcome guests - Take guests to table and give menu - Say goodbye to guests - Good English - Friendly, hardworking, strong legs. Chef (1) 1 -Manage kitchen operation - Design menu - Arrange working shift for Cooks - Experience in the whole activities in the kitchen. Cooks (14) 14 - Cook the food for guests and for staff - Experience in cooking Cleaners (4) 2 2 - Clean all the furniture, floors, … - Hardworking, cleanness Security (3) 1 1 1 - Guarantee the safe of guests, staff and their vehicles - Careful, strong, honest. IV. Menu: 1. Kind of food, number of items: Food : Classic Vietnamese Cuisine Average price : VND150,000 to VND300,000 Au Lac House serves numerous Vietnamese dishes from across the country. Kind of food Number of items Soup and Appetizers Khot Ball Cake Hue’ style Vegetables soup 22 Salad Mixed Seafood Salad 9 Squids, scallops, clams, abalone, sea cucumber Deep- fried Squid served with Sweet and Sour Saunce 16 Crab, Frog, Tortoise Fried Frog with Garlic 16 Fish Steamed fish 16 Prawn and Lobster Steamed Lobster with Garlic 16 Beef, Pork, Chicken, Duck Grilled Chicken with Chili Lemon Grass 24 Vegetables, Tofu and Vegeterian Tofu vegetable soup 19 Boiling hot pot and Vietnamese soup Stir- fried Pumpkin Buds with Garlic 12 Noodles and rice Stird – fried Egg Noodles with Vegetable 10 ** Comment : Au Lac House has menu of more than 150 dishes. It is not too many dishes at the menu but it is so many dishes to each of them. + Advantage : Dish : Wide variety dishes Price : Not so expensive Food : High recommended + Disadvantage : Difficult to choice the best suitable dishes to each of guest. You won't find cutting edge cuisine nor fabulous presentation here, but nice food in lovely surroundings. It is possible to have a good meal for under VND175,000, a reasonable price given the plush surroundings of Au Lac House Drinks: Wine list and all standard alcoholic drinks and juices, soft drinks, tea and coffee. Beers: Heineken, Carlsberg, Hanoi, Tiger (bottle and draught) 2. Menu design: Design : Two – Panel Multi – Page menu The menu (English as well as Vietnamese) is easy to navigate. But menu doesn’t have description to each of dishes which makes guest don’t understand what is dish ? ( because most guest are foreigner, although has translate to English ). The menu is extensive, and a little bit overwhelm - Paper : yellow color, hard and shiny paper. - Copy : Vn Arial, Size 14. It is really clear which makes guest read menu easily. - Headings : clear and has red color to identify courses. It is best to keep menu names simple so that guests are not confused. - Cover : leather ( Menu drink : black color, Menu wines and menu food : brown color). It is really simply but so elegance and polite. - Decoration : There are “ chim hac “ printed on the paper and cover menu. It is really very beautiful and attractive. Menu has enough white space. It makes easier for the guest to read. * Profitable item : Area 1. Au Lac House decided to choice almost the most expensive price food at the area 1. But not sure, the most expensive price food is the most guest’s choice. Arrangement of foods : Menu do not follow the traditional courses. Menu includes : Soup and Appetizers Salad Squids, scallops, clams, abalone, sea cucumber Crab, Frog, Tortoise Fish Prawn and Lobster Beef, Pork, Chicken, Duck Vegetables, Tofu and Vegeterian Boiling hot pot and Vietnamese soup Noodles and rice Dessert DRINK MENU WINES LIST FOOD MENU Au Lac House is Fine dining restaurant Food cost % about 18% . Price are not suitable with the type of Au Lac restaurant. VI. Marketing Strategies: 1. Market segment With the real old French architecture, Au Lac restaurant has been attracting a lot of guests from Europe especially guests from France with 80% of the total receipt, and the rest is from Asia mainly from Japan and china. According to those figures above, we’ve decided to choose geographic factor for Au Lac Restaurant’s market segment. Besides, they are running fine dining to operate the restaurant, so we’ve decide to concentrate on high class guests or guests who can afford Au Lac restaurant’s food and services. Firstly, the location of Au Lac restaurant: They mainly focus on European tourists because of its high luxurious serving style from France. The thing is that they serve mainly Vietnamese food here but they still attract a lot of tourists from Europe. Trying new food is always the thing foreign tourists want to do when coming to Hanoi especially tourists from France because there used to be a very long time ago French people lived in Vietnam. Moreover, Au Lac restaurant has been attracting a lot of guests from Japan who can afford high expenditures. Secondly, with the operation of fine dining style, they bring the real luxury of Vietnamese atmosphere to guests from so many kinds of food here. And European tourists will be especially attracted to Vietnamese foods when coming to Hanoi. 2. Marketing MIX There are totally 4 “P” in marketing MIX, namely price, place, promotion and people. Each P has its own strength and weakness. Price: The price in Au Lac restaurant could be considered as reasonable price with good Vietnamese food. Place: Because of its convenient location right in the city centre, and there are many hotels around People: Professional staff Promotion: this factor is very important that they really attach much importance. They not only improve service quality but also strongly promote their brand to customers to get more confidences from customers.Promotion is a very important tool to constantly improve their confidences from guests. And after the break out of information and technology, promotion’s been becoming more and more effective.And they decide to promote base on the internet, use it a wise choice because of cheap costs of advertising but high receipts. There’s always a place of Au Lac restaurant in the list famous restaurants in Hanoi. And one more thing is that customers can directly contact to the restaurant, reserve and comment to the restaurant.And “Heritage” is a very famous tourism magazine in Vietnam, we’ve decided to choose this magazine as an easy way to promote this restaurant. Tourists can get more information about Au Lac restaurant from this free magazine distributed on plane. And when customers come to the restaurant, they’ll have the chance to discover more and more about a Vietnamese restaurant covered with real old French architecture by brochure. They always make the guests feel comfortable when eating at the restaurant, and they’ll have more chances to try Vietnamese food from the North, central and the south of Vietnam.