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INKIJKEXEMPLAAR ©SVHChapter 2 | Product The hospitality industry does not actually serve tea but a tea bag with a cup of hot water. If you want to be professional about it and provide more service to your guests, you serve tea in pots. A teapot looks luxurious and contains more than one cup. Guests think that this is definitely worth a higher price. Some suppliers are responding to this already by introducing a full tea concept. There is also more profit to be made on a pot of tea, because the cost price is the same. Admittedly, the labour cost is somewhat higher, but this is more than compensated for by the higher selling price. Teapots allow you to provide better service and to improve the presentation. Something to eat can easily be added to a pot of tea served on a tray and it can even be sold as afternoon tea, again at a higher price. Another option for the hospitality entrepreneur is to use tea rituals from other cultures. In many cultures, tea stands for good taste, friendship and hospitality. Tea is a form of comfort and is an excuse to get together. Tea is held in high esteem all around the world and is part of daily life in many cultures. Each country has its own way of preparing and serving tea. The character of the tea varies according to the local climate, time of day and customs. In England they serve hot scones, clotted cream and jam but also wonderful sandwiches and delicious cakes such as chocolate and coffee cake as afternoon tea. A tea party in the tropics at about five o’clock is currently very popular. Tea forms the basis of this, of course, preferably as a chilled drink. The accompanying sweet and savoury delicacies are made from banana, coconut, pumpkin or sweet potato. If it is a good summer, a tropical tea party would not go amiss in the Netherlands. Source: Zibb 51

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Chapter 2 | Product 2.5  | RangeProduct range The range of a hospitality business is the package of goods and services that the business offers. The range gives the guest an impression of the hospitality business and whether it positions itself at the top, middle or bottom of the market.INKIJKEXEMPLAAR ©SVH When deciding on the range, the entrepreneur in the hospitality industry must always take not only the desires of the guest into account, but also the cost of the products. When developing his range, an entrepreneur who sells meals and food must take a number of factors into account, such as: • the needs of his target group; • the business formula; • seasonal influences; • the product range of suppliers; • product relationships; • the gross margin of a product; • the function of the product in the range; • his competitors; • legislation; DimensionsDimensions of the range If we want to say anything meaningful about the range of a hospitality business, we must first look at the five ways in which a range can be measured. We imagine the full range to be a box, so speak of the dimensions of a range. The five dimensions are: width, depth, length, height and consistency. 1. Width The width of the range is the number of product groups that make up the range. A bar sells beer,Width wine, soft drinks, fruit juice and spirits. These are the product groups. With a restaurant you can look at what it sells. Does it serve starters? Entremets? Main courses? Puddings? In retail, we look more at the type of product. An entrepreneur in the hospitality industry would then divide his range into fish dishes, beef dishes, chicken dishes and so on. The number of product groups is an indicator of the width of the range. A narrow range has only one or a few product groups and a wide range relatively many. A steakhouse or pancake restaurant has a narrow range. A motorway service station generally has a wide range. 53

Marketing & Sales for the Hospitality Industry 2. Depth Depth The depth of a range is the number of varieties within a product group. How many options does the guest of a restaurant have within the product group of main courses? And how many types of beer does a bar sell? If the range is deepened, the guest’s options increase. A speciality restaurant uses this to stand out from the competition. A fish restaurant specialises in fish and can have a certain type of fish on the menu a number of times but prepared in different ways. A fish restaurant thus has a narrow but deep range. Some pancake restaurants have more than 100 types of pancake on the menu. This is also a deep range.INKIJKEXEMPLAAR ©SVH Length 3. Length The length of the range reflects how much of a certain product the business has in stock. The length of the range is snapshot. It is important that a hospitality business does not have to turn a customer down. So the length of the range must be sufficient to serve a reasonable number of guests. Keeping large amounts of stock costs money, however. The entrepreneur must invest extra assets in it, thus losing out on interest. Other costs linked to stock are storage costs, for instance refrigeration units that the business must purchase. And there is the risk of stock spoiling. Height 4. Height The height of the range reflects its quality and thus the associated price level. If a restaurant is positioned high in the market, it sells high-quality products for a high price. The entrepreneur must make sure that he does not give off mixed messages here. A very simple range for prices that are too high is an example of an unclear business formula. And the guest will think that the hospitality business is too expensive. Nor will an exclusive menu with prices that are too low have the desired effect. Guests then have different expectations of the hospitality business.54

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Marketing & Sales for the Hospitality Industry Price ladder Price ladder The term price ladder is associated with the height of the range. When developing its range, a hospitality business must ensure that the pricing structure is such that there are a number of products at a higher price and a number of products at a lower price than the most popular product. The price ladder is the difference between the most expensive and cheapest products within a product group. It is also called the price range.INKIJKEXEMPLAAR ©SVH Trading up Trading up and trading down Trading down If an entrepreneur in the hospitality industry decides to attract another target group or to meet changing market needs, he will then change his price ladder. If he moves the range upwards, this is called trading up. If he moves the range downwards, this is called trading down. The entrepreneur will choose to trade up to reach a higher segment of the market. Profit margins are often higher here and the entrepreneur may think that there is less competition there. The hospitality entrepreneur decides to trade down if he wants to focus on a lower segment of the market. He can choose this for competitive reasons or if there is no more growth in the uppermost segment. Consistency 5. ConsistencyConsumption relationship There are relationships in a good product range. This means that the products are aligned with each other. There are different ways in which a hospitality entrepreneur can ensure that there are relationships in his product range. If the products in a range are aligned, we call this consistency. There are many different ways in which an entrepreneur can look at these relationships. Consumption relationships If the entrepreneur aims for consumption relationships, he ensures that the composition of the range makes the consumer spend as much money as possible in the hospitality business. The entrepreneur tries to extend the stay of the guest as much as possible. Many fast-food restaurants offer a menu so that the guests will spend more.56

Chapter 2 | ProductProduction relationship Production relationship Another approach to consistency is to ensure there are production relationships. Cost is the prime motive here. The hospitality entrepreneur wants the production process to be as efficient (and therefore as cheap) as possible.INKIJKEXEMPLAAR ©SVH If the production process can be standardised, the productivity will increase. The entrepreneur then chooses a product range with only a few preparation methods, such as grilling and frying. By limiting the number of products and preparation methods, he reduces the number of mise-en- place actions. He therefore keeps the labour costs as low as possible and has a higher circulation of side dishes, which means less risk of spoilage and a better guarantee of quality.Product relationship Product relationships Some restaurants ensure that all dishes are related by choosing a particular product. The product range thus forms a cohesive whole. Selling a limited number of products increases the turnover rate, which means the business can benefit from supplier discounts. Examples of this are fish restaurants, chicken restaurants, steak restaurants and vegetarian restaurants. A traditional restaurant can apply this form of consistency by aligning the starters and mains. The same sides can also be served with various mains.Distribution relationship Distribution relationships This form of consistency helps reduce costs. The entrepreneur in the hospitality industry ensures that he needs to use as few suppliers as possible. If he only buys from one wholesaler, he will often be given the maximum discount and will need to spend less time dealing with purchasing. Selective purchasing from specific wholesalers takes a lot of time. The entrepreneur can also realise distribution relationships with, for example, plate service, salad bars and a buffet restaurant. 57

Marketing & Sales for the Hospitality IndustryINKIJKEXEMPLAAR ©SVHSauce tips for snack bars Sauce tip 4 Most still heat saté sauce in a bain marie, Sauces are a big source of turnover for but it can evaporate and stick to the spoon. snack bars. Sauce is thus very profitable. You then automatically have to dip the Make optimum use of this by actively selling spoon in more than once to get a good sauces and increasing their price. Ask your portion. Many snack bars consequently give guests as a matter of course which sauce their customers too much saté sauce without they would like with their snack or chips realising. Clean the spoon regularly and dip (rather than asking if they want a sauce; it in once for a single portion. There are saté just assume that they do). Recommend the dispensers for the trade, but these have the speciality sauces in particular. These sauces disadvantage that the saté sauce cools off at help you to stand out in the market and a certain point. they increase your turnover. Sauce tip 5 Sauce tip 1 What is true for all your products is Ever made a top ten of your best-selling definitely true for sauces. Do your products (in terms of numbers and calculations before and afterwards. You turnover)? Do not be surprised if after the can do brilliant calculations of how many chips and other fried items, the various portions you think you will get from a sauces come in at sixth or seventh place. So bucket or packet, but if your staff is less be sparing with them and charge a good sparing with portion size, this calculation is price. Sauce is something you can easily unlikely to prove right afterwards. underestimate. Sauce tip 6 Sauce tip 2 Always have an extra pack of sauce on hand Give sauces a separate listing in your till so that you can quickly switch to the new system. If necessary, divide them into three one at peak times. groups again: for instance, ‘red sauces’, ‘yellow sauces’ and ‘hot sauces’. Sauce tip 7 Try to sell a sauce with every snack. This will Sauce tip 3 increase your sales and thus your turnover How much mayonnaise do you serve? A too. normal portion is 45 to 50 grams. Many business owners and their staff are more Source: Snackkoerier likely to serve over 60 grams and there are even outliers at 70 to 80 grams. Good portioning pays. Check your rubbish bins regularly! Empty chip trays that still have a lot of sauce in them are a good indication.58

Chapter 2 | Product 2.6  |  Menu engineering In practice, one or few products are responsible for a large share of the turnover. Entrepreneurs are familiar with the 80/20 rule. This rule has it that in certain branches 20% of the products are responsible for 80% of the turnover.INKIJKEXEMPLAAR ©SVHGross margin The entrepreneur in the hospitality industry must know where his profit comes from. Which products have the highest gross margin? And which products does he sell often (sales frequency)?Sales frequency To analyse sales in the hospitality industry, the product range is often divided into four groups: winners, runners, sleepers and losers. You begin by calculating the average gross margin and the average sales frequency of each product group. You then compare the individual dishes with the average.Menu engineering This analysis of the range is called menu engineering. There are computer programmes that you can use for this analysis. It is a good idea to analyse your menu when you are going to replace it with a new one. The entrepreneur can use the analysis as the basis for the new menu. The analysis is only worth conducting if the entrepreneur actually does something with the data. WinnerWinner A winner is a product with a higher gross margin and a higher sales frequency than average. An entrepreneur in the hospitality industry would preferably only have winners on his menu. Many large hospitality businesses do try to achieve this. It is well known that La Place, for instance, only invests in products that can become winners over time. If a product is a winner, the entrepreneur is best not changing or experimenting with it. The product meets the guest’s expectations. Guests do not generally like change. The entrepreneur must ensure that the presentation and portioning of the product is standardised, so that the product always meets the guest's expectations. The entrepreneur can boost sales of the product by placing it in a good position on the menu. In addition, the entrepreneur can increase his return by increasing the price. He must always go about this carefully, and should monitor the price elasticity. 59

Marketing & Sales for the Hospitality Industry Runner Runner A runner is a product with a lower gross margin than average but a higher sales frequency. These are products that attract people.INKIJKEXEMPLAAR ©SVH For instance, a main course can be placed on the menu for a relatively low price. This can attract guests, who go on to buy other dishes that do have high gross margins. It can therefore definitely be attractive for the hospitality entrepreneur to keep these runners on the menu for this relatively low price. A runner can be turned into a winner by increasing the selling price (thus increasing the gross margin). The entrepreneur must keep an eye on the price elasticity and on the competition's prices. Another way to increase the gross margin is to reduce the production costs. The entrepreneur must seek opportunities to reduce the food cost, but he must continue to monitor quality. It may also be possible to reduce the production costs by simplifying the product. He can then save on labour. A runner must be placed in a less prominent position on the menu, so that demand remains limited. Another option is to combine runners with winners on the menu. Sleeper Sleeper A sleeper is a product that has a higher gross margin than average but is not sold often. The sales frequency is lower than average. Personal sales at the table can increase the sales frequency of this product. The hospitality entrepreneur must then encourage his staff to recommend this product. The position of the dish on the menu can be influential. The entrepreneur can move the dish to a more prominent place on the menu, which may increase demand. It may be possible to improve the name or description of the dish. Another solution that is often used is to reduce the price of the dish. This makes it more competitive. If the product is very labour intensive, the entrepreneur can consider removing it from the menu. Loser Loser A loser is a product with a lower than average gross margin and relatively low sales too. It is often a good idea to remove these products from the menu as soon as possible. The entrepreneur should only consider leaving them on the menu if they add value to the business in the eyes of the guest. Increasing the price of a loser can turn it into a sleeper, which can achieve a higher gross margin. If a product has potential it can be worth including it on the menu under a new name and to breathe new life into it by updating its presentation and garnish.60

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INKIJKEXEMPLAAR ©SVHMarketing & Sales for the Hospitality Industry Menu engineering Menu engineering is the management tool that enables the entrepreneur in the hospitality industry to conduct a quick sales analysis of the sales of dishes. If he knows how the individual dishes are doing, he will be better able to adjust his marketing activities accordingly at the introduction of the next menu. On the basis of the sales analysis, the dishes are classified as: Winners These dishes appear to sell themselves. But do note that if you are not careful winners become sleepers. There are several options for winners: 1. Do not change anything. The product meets expectations. 2. Standardise. Standardise the presentation, portioning, recipe and serving techniques in order to improve the return. 3. Improve its position on the menu. Encourage extra sales by recommending the dish. 4. Look at the price elasticity. You can further increase the return with special offers, a small price increase or by reducing the portion size. Runners These are relatively popular dishes (rib eye steak, tenderloin, pan-fried sole) with a relatively high ingredient cost that therefore contribute little to the gross profit. There are several ways to increase the return on runners: 1. Look at the price elasticity and determine if there is room for a price increase. Take note of what competition is doing. 2. Change the position of the item on the menu. Choose a less prominent position to limit sales. 3. Reduce the food cost. Try to produce the dish more cheaply by purchasing in larger volumes, but do maintain the quality. 4. Simplify the production and standardise wherever possible. The cost price will then drop. 5. Come up with combinations of dishes that have an excellent gross margin.62

Chapter 2 | Product Sleepers Sales of these dishes are slow but they do have a good gross return. Wake them up. There are several ways to increase the return on sleepers: 1. Move them to a better position on the menu. 2. Recommend them more. Alongside the regular menu, you could use blackboards or a specials menu. Change the name of the dish. Giving it another name may make it seem new to the guest. 3. Reduce the price. 4. Perform a labour analysis. If you conclude that the dish is too labour-intensive, it would be better to remove it from the menu. Losers These dishes are not particularly profitable and not particularly popular. There are several ways to increase the return on losers: 1. Analyse the price-quality ratio. You can try to increase sales by reducing the price, improving the quality or a combination of both. 2. Look at the competition’s pricing. Also look at quality and ambiance. 3. Turn the loser into a sleeper. Increase the price. The dish will then at least give you a higher gross profit. 4. Remove the dish from the menu. This is definitely recommended if the ingredients for this dish must be purchased specifically. By getting rid of the dish, you avoid keeping unnecessary stock. 5. Improve the position of the dish on the menu. Remove it from the regular menu and place it on a specials menu. With a new name, other garnishes, fitting presentation and an attractive price the loser can flourish.INKIJKEXEMPLAAR ©SVHImprove the position ofthe dish on the menu. 63

Marketing & Sales for the Hospitality Industry 2.7  | Quality One of the most difficult skills for an entrepreneur in the hospitality industry to master is discovering what the guest’s expectations are. The guest's expectations form the basis of how he experiences the hospitality product.INKIJKEXEMPLAAR ©SVH Quality Quality is the extent to which an entrepreneur in the hospitality industry meets the needs of the guest. The more the entrepreneur can meet the guest's expectations, the better the quality of his business formula. A marketing plan enables the entrepreneur to work in a systematic and deliberate manner to improve his hospitality mix. The result should be a business formula that meets the needs and desires of the target group as much as is possible. An entrepreneur must gather regular feedback from his customers. He must know which guests visit his business and why. He does not necessarily have to gather this feedback in the form of a written questionnaire. He can also obtain the necessary information by observing or talking to his guests. By ensuring that he is aware of trends and developments, the entrepreneur remains alert to new ideas and concepts. The key principle is to have a high quality hospitality mix.64

Chapter 2 | Product Product conceptProduct concept In part 1 we discussed a number of business principles. One such principle is the product concept. The product concept focuses on providing a good quality product. A good product sells itself.INKIJKEXEMPLAAR ©SVH For some, this concept means that if the physical product is of a good quality, the guests will come automatically. Constant improvement of the physical product then becomes an important goal. However, the hospitality product is not just comprised of a physical product, but a large part of it is comprised of service. That is why attention nowadays is focused on what the customer really expects of the product or service and how he sees this product or service. The modern product concept no longer sees the product as a physical construction but as a whole comprising performances (of the hospitality business) and experiences (of the guest). 65

INKIJKEXEMPLAAR ©SVHMarketing & Sales for the Hospitality Industry Service and quality Quality is the extent to which a hospitality business fulfils the desires of the guest and does what he expects. It is difficult to measure the quality of the service. What exactly does the guest expect? A large hotel chain provided luxury bath products in its rooms, such as bath pearls and bath salts. But few guests actually used these. The management decided to stop providing these luxury bath products and to start providing cable television instead. The guests considered this to be a more important form of service and were particularly happy with the change. There are a number of pitfalls to providing a good-quality service: 1. The consumer expects something different from what the entrepreneur/manager thinks he expects. A guest at a fast-food restaurant expects to be able to eat within a certain timeframe. If the manager of the restaurant decides to work in a more guest-oriented fashion and tells his staff to make more contact with the guest by, for example, striking up a conversation, the waiting time will increase drastically. His guests will probably not be pleased with this. They expect to be served quickly. They will not expect the staff to start talking in detail about the weather. The manager has made an incorrect assumption about what the guest really wants. To prevent these types of mistake, the manager must be open to his guests, appear regularly on the work floor and keep in touch with his guests. 2. A n entrepreneur in the hospitality industry is right about what the guest wants, but does not manage to achieve it. If a restaurant has many business clients, it is important to them to be able to pay quickly, because they need to go to their next appointment. The entrepreneur must not only decide to make it possible for guests to pay quickly, but must also ensure that this always happens. If the entrepreneur does not manage to convey to his staff how important this service is, he will certainly not succeed in enabling every business client to pay quickly.66

INKIJKEXEMPLAAR ©SVH Chapter 2 | Product 3. The business promises more than it can achieve. It is very easy to portray the ideal world in adverts and convince guests to come. But an entrepreneur must be able to keep his advertising promises. We all know those adverts showing empty beaches in hot destinations. Arrive at your destination and you discover that the beach is packed. The business can also offer too much service. An advert can create the wrong impression about the service that you are providing. Guests will adapt their expectations to the expectations that the advert creates. If these expectations are not met, the likelihood of the guest returning is small. 4. If the business offers too much service, it cannot make a profit. Service can be an expensive affair for an entrepreneur. He will have to develop his services very carefully. Not all the desires of every guest can be fulfilled, quite simply due to cost considerations. an entrepreneur must be able to keep his advertising promises. 67

INKIJKEXEMPLAAR ©SVHMarketing & Sales for the Hospitality Industry 2.8  |  Questions about the chapter Answer the question and then find the answer in the chapter. 1A Explain in your own words what the owner of a restaurant should bear in mind when developing the marketing tool of product (range, the products/services that are sold to the guests). 1B List six important points. 2 Of the six marketing tools that an entrepreneur can use, three play a key role. Which three marketing tools are these? 3 Why is product differentiation important with regard to the competition? 4 How can a restaurant stand out from the crowd in the choice of products that it sells? Which phases are there in the product life cycle? 6 How can a brasserie that is in the growth phase of the product life cycle prolong this phase? What is another term for the sales analysis of the range? a. Sales frequency. b. Menu engineering. c.Gross margin 8 What is a runner? a. A product with a lower gross margin than average, but a higher sales frequency. b. A product with a higher gross margin than average, but a lower sales frequency. c. A product with a higher gross margin than average and a higher sales frequency. 9 If businesses specialise in one particular product, such as a steak restaurant or chicken restaurant, what is this called? a. Production relationships. b. Distribution relationships. c. Product relationships. 10. W hat should an entrepreneur take into account if he wants the business to meet the expectations of its guests?68

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Chapter 3 | PresentationChapter 3PresentationINKIJKEXEMPLAAR ©SVH The chapter at a glance 72 3.1 Introduction  73 3.2 Image and identity 75 3.3 Atmosphere 77 3.4 Elements of presentation 80 3.5 Corporate identity 88 3.6 Questions about the chapter 90 For more information, questions, answers and supporting material see: www.masaho.nl 71

Chapter 3 | Presentation as a Marketing Tool Marketing and Sales for the Hospitality Industry part 2INKIJKEXEMPLAAR ©SVHImage & IdentityHospitality mix Presenta- Atmosphere tionCorporate iden- Elements titywww.masaho.nl - questions: e-mail to [email protected]

INKIJKEXEMPLAAR ©SVHChapter 3 | Presentation 3.1  | Introduction Presentation is the second part of the hospitality mix that we will discuss. We will cover personality, the third and last part of the hospitality mix, in detail in chapter 4. As already mentioned, the hospitality mix comprises the three marketing tools that are most visible to the guest. These are the facets of the business formula that are most likely to catch the guest's eye. This is certainly true for the presentation of the business. The marketing tool of presentation is of crucial importance to developing a successful business formula. The presentation of the business gives shape and depth to the business formula. It gives the guest an impression of the business and helps the business stand out from the competition. Promotion can make these differences even clearer in the eyes of the guest. Presentation is an important tool that helps create an atmosphere. It is the tool for creating a warm, welcoming environment for the guest to see and feel. This is what makes people come. If a bar looks welcoming, guests will think that it is a pleasant place to have a drink. A visit to a hospitality business is a total experience. You experience it with all your senses because it is what you see, hear, smell, touch and taste. These perceptions give you a certain feeling as a guest. A hospitality entrepreneur must ensure that the guest feels what he wants him to feel. 73

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Chapter 3 | Presentation 3.2  |  Image and identity If two hospitality businesses serve exactly the same product in exactly the same atmosphere, the guest will still notice a difference. This is because the guest has a certain perception of the business and adapts his expectations correspondingly.Image The perception that others have of a business is called the image. The image of a business is based on the services that it provides. In that respect it is based on the past and will improve the more satisfied the target group is. But the future also determines the image: what does the target group expect of the product or service? Developing a positive image takes a lot of time, energy and often money, but conversely this image can be destroyed very quickly. In business, they say that a good name is sooner lost than won.INKIJKEXEMPLAAR ©SVHImage Descriptiondevelopmentfactors The range of products and services and the quality of the product supplied.Hospitalityproduct The service in general, the hospitality of the hosts, the options for self-Service service, the possibility to deviate from the standard product (the menu).Price level The guest's perception of the pricing of the business in comparison with that of the competition.Guests Class of guest that the business caters to. And is this the group of guests that the entrepreneur had in mind?Decor Lighting, toilets, routing, width of aisles, flooring, air conditioning andEase architectural style.Promotion Location of the business, parking. Advertising, corporate identity, promotional activities (savings cards,Atmosphere discount evenings and suchlike).Institutional How the guest feels when he visits the business.factors Reputation and reliability of the business and its cuisineSatisfaction (with restaurants). Guest satisfaction with the hospitality business and the services provided.Image development factors 75

Marketing & Sales for the Hospitality IndustryIdentity Before a hospitality entrepreneur can start worrying about his image, he must first decide on his identity. The identity reflects what the business is about. The sum of the external and internal characteristics of the business form its identity.INKIJKEXEMPLAAR ©SVHIf the entrepreneur knows who he is, he can ensure that the guest forms a corresponding image. The entrepreneur wants his identity and image to suit each other. If his image is less positive than his identity, it will cost him clientele. If there is a lot of gossip about bad hygiene in a restaurant, this will affect its turnover. The entrepreneur must be aware of such gossip and respond appropriately, for instance by creating an open kitchen or holding an open evening so that visitors take a look in the kitchen. If you tell the world who you are and what you have to offer as a business, your business formula will become more identifiable to the guest. Your identity and image will then be linked. The sum of the external and internal characteristics of the business form its identity.76

Chapter 3 | Presentation 3.3  | Atmosphere Atmosphere is a sensory perception and it is very personal. This makes it difficult to describe and capture. It is difficult for a hospitality entrepreneur to gain insight into the guests perception of the atmosphere. The guest’s experience is very personal and depends on the moment and the situation. Hospitality entrepreneurs often find it difficult to create a certain atmosphere.INKIJKEXEMPLAAR ©SVHAtmosphere It can be a good idea to consult an interior designer. The hospitality entrepreneur will need to observe how the guest experiences the atmosphere. The atmosphere is a mix of the following sensory elements. Sight All aspects that the guest's eye can fall on require special attention. The decor, lighting, colour scheme, staff uniform, staff grooming and plating of the food are particular points of attention. Guests also notice the interaction between staff and business owner, and this too determines the atmosphere of the business. Other guests can also determine the atmosphere, but so can a kitchen door that constantly opens and closes, giving guests (perhaps only a few) a view of the kitchen. In a restaurant, guests often want some privacy. Strategically placed plants, shelving and walls can help ensure guests are not in each other’s line of sight, thus bolstering the feeling of privacy. Hearing Among the sounds that can be heard in a hospitality business are: background music, other guests’ conversations and noise from the kitchen and outside. The entrepreneur must try to shut out undesirable noise. Sound insulation, good amplification of the background music, curtains, plants and walls again can help the hospitality entrepreneur here. 77

INKIJKEXEMPLAAR ©SVHMarketing & Sales for the Hospitality Industry Design The Dutch hospitality industry is under the spell of design. Entrepreneurs dig deep into their pockets for an arty design for their business. They are taking a huge risk here. The hipper the business formula, the shorter its lifespan. If there is an economic downturn, trendy businesses soon get into difficulty. Design is in. In our sitting rooms but also in the hospitality industry. Guests no longer find a good bed, nice meal or friendly atmosphere enough for a successful night out. At parties, they want to talk about fantastic experiences in the latest trendy hospitality business. The hospitality industry responds eagerly. After the grand cafés from the 1980s and the Irish pubs, ski huts and western restaurants from the 1990s, today it is all about design. This can range from modern furniture in existing spaces to a radical metamorphosis that has been carried out in the finest detail. The audience mainly consists of trendy young people with plenty of purchasing power. The hipper the business, the more select the audience, so the more design, the smaller the audience and generally the shorter the lifespan. This makes expensive design businesses particularly vulnerable, especially if the economy is in a downturn.78

INKIJKEXEMPLAAR ©SVHChapter 3 | Presentation Touch Touch is the third human sense. A guest in a hospitality business feels all sorts of things, for instance heat, a draught or humidity. Air conditioning is notorious here, and guests may find it a blessing or a curse. The air conditioning must therefore be right for the situation. Other things that the guest touches are the menu, cutlery, glasses, crockery and chair that he sits on. The more comfortable the chair, the longer he will remain seated. The above does not apply to all business formulas. In many fast-food concepts the chairs cannot be termed comfortable and that is precisely the intention. Smell Some restaurants make clever use of smell, because smell can make guests aware of their needs. The smells from the kitchen can be used to attract guests, but not all kitchen smells are equally pleasant. The entrepreneur can make selective use of these. It is well known that all rooms have their own smell. The entrepreneur must ensure that the restaurant always smells fresh. There are plenty of ways to achieve this. One way is to set the air conditioning to prevent smells from the toilets and kitchen from entering the restaurant. Guests need taste to judge the physical hospitality product. They will need to take a bite or a sip of the product before they can reach a verdict. It goes without saying that the presentation of the dish will influence the guest's perception of its quality. It has to be visually appealing too. Incidentally, not just the presentation of the food but the whole ambiance and atmosphere can have a positive effect on the guest’s perception of quality. 79

Marketing & Sales for the Hospitality Industry 3.4  |  Elements of presentation In marketing, presentation in the broadest sense of the word, is taken to mean everything that relates to the decoration of a business or a certain product and the image that people have of it. Presentation consists of a number of components, one of which is corporate identity. There is so much to say about this topic that we will devote a whole section to it.INKIJKEXEMPLAAR ©SVH Presentation Apart from the corporate identity, the presentation of a hospitality business is a combination of the following elements: exterior, interior, staff clothing, table setting, presentation of the range and music. Exterior Exterior By exterior, we mean the external appearance of the business. If guests do not know the business, what it looks like from outside is an important factor in whether they decide to visit. If a restaurant is on a street with several restaurants, its exterior must be attractive and striking. The guest must be convinced to spend money in that business. The facade must have stopping power. Hospitality entrepreneurs must ensure that the exterior corresponds with what the guest can expect inside.80

Chapter 3 | Presentation InteriorInterior By interior of a hospitality business, we mean the furnishing and decoration of the entrance, the accommodation and other spaces. The colour scheme, furniture, flooring, curtains and lighting immediately evoke a certain feeling in the guest. Obviously, it is important that this feeling is pleasant. Some hospitality businesses choose a very sleek design, whereas others choose more traditional Dutch furnishings.INKIJKEXEMPLAAR ©SVH Themed restaurants must ensure that the interior style is what people would expect, given the theme. Hospitality businesses are increasingly likely to use wall decorations. Painting the walls is a good opportunity to add to the atmosphere of the business. Arrange the tables in such a way that all guests have a pleasant view. Try to make sure that guests do not look at a bare wall. You can do this by arranging a few tables at an angle. This breaks up a room that could otherwise be too minimalist and means that guests do not have to look at that annoying wall. If this is unavoidable, hang a mirror on the wall. 81

Marketing & Sales for the Hospitality IndustryINKIJKEXEMPLAAR ©SVHThe strength of the interior. 4 Involve the kitchen Experience is important. This makes it a A hospitality business's appeal increases good idea for restaurants to involve the if the interior corresponds with the nature kitchen in the business. An open kitchen and location of the business and its target adds to the experience. ‘You could install group. a wood-fired oven,’ suggests Harbers- Voortman. ‘This will help you stand out even 1 Hire experts more. You smell it, see it, taste it. People You see them more and more in the talk about it. Pure experience.’ hospitality industry: stunning examples of interior design. Hospitality businesses where 5 Make an empty business attractive everything just works. Varied, surprising, full A full business attracts people, but you of atmosphere and trendy. Balanced and will begin with an empty one. How do you tailored to the target group and location. ensure that your business is welcoming Creating an atmosphere is an art, so why even if it is empty or only has two or three not hire an expert? guests? The furnishing plays a role. Make sure there is variation. Corners and seating 2 Coordinate everything arrangements. Introduce height differences The strength of a business in which guests with poseur tables. Create intimacy with feel at home is that all the individual spotlights. Do not just use square tables but elements coordinate: location, service, round ones too. product, furnishing. Sometimes, all it takes to make a hospitality business attractive 6 Check the building plans is one single intervention. For instance, Architects are creative, but you often hear adding an open kitchen, changing the that they slip up when it comes to the furniture or creating comfortable seating practicalities. This often proves to be the arrangements. But this will only have an case. We therefore recommend that if your effect if it does not affect the harmony of building is new, you show the architect's the business. plans to a specialised hospitality designer. They will be able to discover any problems. 3 Be different Know what other hospitality businesses near you are doing. Not so that you can do the same but so that you can do it differently. Be different. There are many ways to achieve this. Portraits of famous Dutch people, for instance, or pictures of the past. If guests see something they can talk about, this helps create atmosphere.82

Chapter 3 | Presentation7 Bike on the wallINKIJKEXEMPLAAR ©SVH 9 Talented designersInterior gurus have their own preferences. It The Netherlands leads when it comes tois good to be aware of them, but it is best design. We are on an equal footing withto do your own thing. Rein Rambaldo from Italy. There are scores of creative youngDe Horecafabriek has an aversion to bikes designers who want to make their mark inon the wall. ‘You see them everywhere, the hospitality industry. Take advantage ofbut the trend is officially over,’ he says. But this. This is the advice of Victor le Noble ofwhy not? If your business is in a provincial Tuttobene. ‘Entrepreneurs who really wanttown, a bike on the wall is likely to get you to stand out can seek out these designers.noticed. So hang up the old two-wheeler. Then their guests will be sitting on chairs that you can’t find anywhere else.’ You're8 Also adapt the menu allowed to exaggerate.Authenticity and originality are hugely If you want to create a certain atmosphere,important. A restaurateur who was selling a bit of exaggeration won’t do any harm.children’s pizzas for €5 (with an extra The fresh concept at La Place is proof ofdiscount too!), thought it better to do that. Huge basketfuls of fresh fruit, sacks ofsomething else. I advised him to turn it potatoes, kitchen islands, chefs cooking theinto a bar for men. ‘Sell steaks with baked food and well-stocked buffets set the tone.potatoes. Create a cosy vibe and an area ‘You're allowed to exaggerate. It's advisablewhere guests can enjoy a drink while they even, but make sure that the whole picturewait. Mark my words, you’ll be rushed off is right.’your feet!’ Source: missethoreca.nl 83

INKIJKEXEMPLAAR ©SVHMarketing & Sales for the Hospitality Industry Staff clothing Staff clothing reinforces the image that the guest has already developed of the hospitality business. You therefore need to have a good think about what your staff will wear. If you opt for a uniform approach, the clothes will have to meet a number of requirements. They will, of course, have to conform with other elements of the presentation, but they must also be comfortable to wear and easy to clean. Some hospitality businesses choose to stipulate certain colours but leave the choice of clothes to the staff themselves. Table settings As soon as they enter the room in which they will dine, guests look straight at the tables. The table settings must therefore meet their expectations. How the tables are set, the materials used and how original this is, are all aspects of the presentation. A hospitality entrepreneur can communicate his business formula to the guest through his table settings.84

Chapter 3 | Presentation Presentation of the rangeTrends – table settingsINKIJKEXEMPLAAR ©SVH White takes precedence on the table. 3 Round Seventy per cent of plates are still round, Functionality is also expressed in the shape but there are increasing differences in size of plates. Round plates are easier to plate and material. Colour can set off a dish. The than ones in other shapes. Chefs learn golden rule is to preserve harmony. Eight this during training. Suppliers say that 70 table-setting trends for 2015 through the percent of plates sold are round. Plates with eyes of suppliers. a lip and a central well provide a clearly demarcated area, which makes it easier to 1 Harmony is central. plate the food. The sauce stays put too. The Minimalism is undergoing a revival. What advantage of rimless plates is that they look the chef produces is pivotal. Anything that more modern. A mixture of round and other detracts from the food should disappear shaped plates on the table looks playful. from the table, apart from items that create an atmosphere such as candles, tea lights 4 Durable: hard porcelain and any green displays. Colour repetition When hard porcelain is heated twice at high in the table setting creates harmony and temperatures, this reduces the likelihood exudes quality. Place mats, candle holders of chipping. It also increases its capacity to and napkins in the same colour easily create absorb heat and cold. Dishes stay at the the right look. With regards to table linen: right temperature, thus maintaining their white, neutral light tones such as light quality. Thin porcelain is more likely to chip grey and trendy earthen colours suit the and sustain damage. As it has little mass, it minimalistic table and coordinate well with is not very good at holding temperatures. any colour of crockery. White metal objects such as candlesticks and cutlery also look 5 Food trends feed crockery good. manufacturers Market demand determines the range 2 Versatile white as base colour and selection of crockery on offer. New Plates serve as the background decor for eating trends such as shared dining and the food. Food looks best on clear sparkling small dishes, often from abroad, require white or off-white. Cream is considered less different shapes and forms of crockery, such suitable, particularly for vegetables. as shaped porcelain and small or square plates. Much of the Mesh crockery service has a relief pattern. 85

Marketing & Sales for the Hospitality IndustryINKIJKEXEMPLAAR ©SVH6 Deliberate use of colour 9 Custom made Coloured plates give the table setting The advantages of custom-made a modern appearance and create crockery are that it is a way to stand out atmosphere. Pale green, turquoise and and guests like it too. Wicher Werk (’t shades of purple and blue make tables look Korensant, Molenrij) combines his hand- trendy. Earth tones give the table a more made earthenware with coloured plates traditional appearance. Black and grey from his large collection. The plates tones combined with white looks stylish. that he uses change with the menu. The White crockery helps keep the table in only disadvantage: ‘It’s difficult to order harmony. more.’ Jonathan Karpathios (Vork & Mes, The disadvantage of colour can be that it Hoofddorp) does not have that problem. detracts from the food, says Dick Allard van His hand-made crockery comes from a Seltmann. But you can also use coloured ceramics studio. Natural materials, local plates to draw the attention to the food, production and the loving care that goes because certain dishes actually look better into each product. on colour. Chef de cuisine Dirk Bullens from the Belvertshoeve in Oisterwijk therefore Top chefs like to use exclusive crockery serves a dish such as scallops with pumpkin to get themselves noticed. Schilo van on a black plate. And he serves his luxury Coevorden bought hand-made Japanese cheese dish with brioche and truffle on a Arita porcelain for his new restaurant Taiko golden plate. by Schilo in the Amsterdam Conservatorium Hotel. He uses his crockery like the 7 Porcelain with relief Japanese do, serving certain dishes on Manufacturers use different methods to certain plates. produce coloured plates, for instance The charm of the crockery lies in the innovative reliefs and brushstrokes. These materials and the sophisticated finish. The methods are the result of new technological crockery at another top location, Waldorf developments. There are different types of Astoria, has a golden imprint on it, says relief. The relatively new brushstrokes look supplier Pabst en Pabst. Personalisation as if they have been brushed on and give in the form of a company logo or name Villeroy & Boch's new coloured Amarah adds cachet to crockery. It is more popular porcelain an authentic handmade look. abroad than here. 8 Combine materials Source: Missethoreca.nl A mix of porcelain and other materials makes the table setting exciting. Terracotta and coloured earthenware, glass tableware, slates and wood are good examples of this. Glazed earthenware is a must for professional use.86

INKIJKEXEMPLAAR ©SVHChapter 3 | Presentation Presentation of the menu The menu is one of the last elements of presentation that the guest encounters. He has already chosen a hospitality business, been welcomed, sat down and formed an impression of the business. And then comes the menu. This is one of the few objects in the restaurant that the guest will touch and study closely. The hospitality entrepreneur must ensure that this too matches with the other aspects of presentation. Notorious fails here are: grammatical errors and menus that are sticky or have had things crossed out and changed. The menu must match the corporate identity. Music Music has a special place as an aspect of the presentation. In the hospitality industry, it serves various functions. Music needs to meet completely different requirements in a night club than in a traditional restaurant or pub. The background music must help create an atmosphere in which the guest feels at ease and will want to stay longer than planned. It can also drown out unpleasant noise from inside and outside the business. The background music also gives the guests privacy, so that they cannot listen into the conversations of other diners or vice versa. The right music can strengthen the business formula. Your choice of music can help you choose your desired clientele. 87

Marketing & Sales for the Hospitality Industry 3.5  |  Corporate identityCorporate identity One of the aspects of a business's presentation is its corporate identity. This can be defined as a Logo form of presentation in the shape of a logo, name and colour scheme that is used everywhere in the business. The business uses its corporate identity in all of its communication.INKIJKEXEMPLAAR ©SVH A hospitality business's communication can include: writing paper, packaging material, menus, leaflets, business cards, company cars and other advertising materials. The corporate identity must obviously match the business's internal presentation. This is why the colour scheme of the interior is often part of the corporate identity. The menu also often uses the same identity. The features of the corporate identity are: • the logo; • the name; • the colours; • the font. The guests’ first encounter with the business can be in letters, leaflets and other advertising materials. This first encounter with the business must immediately leave the right impression. A luxury restaurant must therefore not scrimp on the quality of its paper. That slightly thicker paper feels more luxurious and thus reinforces the restaurant's image. A restaurant that sells itself as being animal and environmentally friendly should avoid using bleached paper, because this is inconsistent with its business formula. When people started saying that McDonalds had a negative impact on the environment, McDonalds responded by using packaging that states clearly that it is environmentally friendly because it can be recycled. All of a business's communication with the external world is part of and must match its corporate identity. If a business has developed a formula that emphases a relaxed, modern atmosphere, this must be reflected throughout its corporate identity. The colour and style must be apparent in the staff’s clothing too.88

Chapter 3 | PresentationINKIJKEXEMPLAAR ©SVHThe image of your restaurant Fresh [vers] If you stand out from your competitors by Which hospitality entrepreneur would not using fresh products, let people know want to know why a guest honours his (on the menu or in your accessories). Prepare business with a visit? According to Theo van your food visibly for your guests (make fresh Brussel, director of Foodstep, this is linked to fruit juice, for instance). the nine Vs. Together these form the founda- tions of your image. Variety [variatie] Guests want variety nowadays. Offer your Story [verhaal] regular guests extra options that are not on Your guest must come home with a story the menu. Surprise people with the decor or an experience. All parts of the business and furnishing of your business. Surprise must aim and succeed in this (product, them with the presentation of the food. price, location, service and ambiance). Promote the story to your target group. Value for money You must be able to make it clear to your Craftmanship [vakmanschap] guest why your product is more expensive The guest must recognise the craftsman in or cheaper than elsewhere. Offer the guest you. This can be reflected in such aspects as an advantage in the shape of combo meals, presentable clothing, demonstrable knowl- packages and partnerships with other edge at the table, diplomas, partnerships businesses in the area (museums, shops and and generating free publicity. so on). Ask the guest what he thinks of your prices. Fast [vlug] This will give you a clear picture of how Be aware that some guests are in a rush. willing your guest is to pay your prices. Put fast dishes on your menu and guarantee that the guest will get them fast too. If your Friendly [vriendelijk] business is easy to get to, you can use this The social role of the hospitality industry is as an asset in your presentation. becoming increasingly important. Give your guests your attention. The staff are the per- Safe [veilig] sonification of this concept. Make sure they Safety here refers to all aspects of safety are familiar with the business’s philosophy. from food safety to client safety. A focus on They must treat guests in the right way, and hygiene in the kitchen. Safe storage of coats must dress in the right way too. and bags and safe parking too.Responsible [verantwoord] Source: Koninklijke Horeca NederlandThis is increasingly important nowadays.Integrate corporate social responsibilityby providing options for the healthy(organic ingredients, low-calorie menus),environmentally aware and socially awareguest. 89

INKIJKEXEMPLAAR ©SVHMarketing & Sales for the Hospitality Industry 3.6  |  Questions about the chapter 1 Answer the question and then find the answer in the chapter. 1a In your own words, explain what the owner of a restaurant must focus on in the marketing tool of presentation. 1b List six important points. 2 What is presentation considered to mean? a. The presentation of the business gives shape and depth to the business formula. b. The presentation says something about the way you act within a business. c. The presentation is a summary of the materials used in and around your business. d. The presentation gives content and shape to the menu. 3 What do you call the perception that others have of your business? a. Business formula. b. Image. c. Appearance. d. Presentation of your business. 4 Which factors play an important role when forming an image of a business? 5 ‘Atmosphere is a sensory perception and it is very personal.’ Which sense is not part of a new guest’s experience of the atmosphere of a business? a. Sight. b. Hearing. c. Touch. d. Smell. e. Taste. 6 What are the elements of the marketing tool of presentation? 7 Provide an example for each element of the marketing tool of presentation. 8 Which are aspects of the corporate identity of a hospitality business? a. Logo, music and company car. b. Music, staff and food. c Logo, menu and name. d. Company car, menu and staff. 9 What are the advantages and disadvantages of an open kitchen in a restaurant? 10 What kind of music (describe the kind of music) would you play in a: a. Bistro. b. Luxury restaurant.90

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Chapter 4 | PersonalityChapter 4PersonalityINKIJKEXEMPLAAR ©SVH The chapter at a glance 94 4.1 Introduction  95 4.2 Communication 97 4.3 Personal selling 101 4.4 Reducing/extending services 103 4.5 The entrepreneur and his staff 105 4.6 Internal marketing  109 4.7 Questions about the chapter  114 For more information, questions, answers and supporting material see: www.masaho.nl 93

Chapter 4 | Personality as a Marketing Tool Marketing and Sales for the Hospitality Industry part 2INKIJKEXEMPLAAR ©SVHVision of for- mula Internal Owner Communica-marketing & tion Staff Guest Personalcharacteristics sellingwww.masaho.nl - questions: e-mail to [email protected]

Chapter 4 | Personality 4.1  | Introduction This chapter focuses on the marketing tool of personality, the last aspect of the hospitality mix that we will discuss. Chapters 2 and 3 covered the other aspects of the hospitality mix, namely, product and presentation. We consciously choose to call the tool ‘personality’ rather than ‘personnel', because the word ‘personnel’ indicates an employment relationship.INKIJKEXEMPLAAR ©SVH The personnel are the staff that the entrepreneur employs. But it is the entrepreneur himself (particularly in small hospitality businesses) who gives shape to the tool of personality. The entrepreneur is the personification of the hospitality business. If the entrepreneur works with a partner, they determine the face of the business formula together. The marketing tool of personality primarily refers to the behaviour, attitude and mindset of the host. The role of host is played by the entrepreneur and his staff. The entrepreneur and his partner must teach the staff a guest-focused attitude that suits the business formula. As with the other parts of the hospitality mix, the tool of personality is particularly visible to the guest. The guest expects a particular form of hospitality with every business formula. In a Mediterranean-themed restaurant, the host can grant himself some liberty, because the guests expect and appreciate nothing other than a welcoming and relaxed environment. In a luxury restaurant, the host will take a more formal approach and serve the guests in a more proper manner. The host must have an eye for detail.System-led business A system-led business formula sets other requirements of the tool of personality than a service- formula led one. A system-led business formula – a fast-food business, for instance – is all about cost. The entrepreneur wants to meet the customer’s needs as efficiently as possible. By clearly stating the options (using photos of the products that guests can choose from) and asking clear questions, the entrepreneur keeps the selling process short and to the point. A service-led business formula focuses on the contact with guests. What the guest wants must be as clear as possible to ensure a fitting product is provided.Service-led business This chapter focuses on the marketing tool of personality. formula 95

INKIJKEXEMPLAAR ©SVHMarketing & Sales for the Hospitality Industry People make the hospitality industry A friendly host makes a hotel, restaurant or bar somewhere that guests like to return. The relationship between guest and host is always played out in certain situations. Good hosts are sensitive to the situation. They keep a keen eye on everything that happens around them. They live life to the full. They are interested in what people like and are prepared to give the guest what he wants, within the scope of the business formula. It is very important that the host is professional. Hosts must be prepared to provide other services. This must not be confused with being slimy or subservient. The host must have a flexible personality. He must always be ready to respond and to communicate. This includes being open to information. This information comes from the guest. Communication is also being able to evaluate the information that he receives. The host must ask himself if it is important. Should he respond immediately or can he do so later? Being able to respond appropriately to the communication needs of the guest is also very important. Does the guest want to be left alone or does he want to have a chat? Only in the next step do we come to talking to the guest. He must be able to say what is necessary. A good host does not say too little or too much.96

Chapter 4 | Personality 4.2  | Communication It is clear from the above that the contact between staff and guests is pivotal to the hospitality industry. Good communication between staff and guests is therefore crucial to the business.INKIJKEXEMPLAAR ©SVHResponse In communication, there is always a sender and a recipient who exchange information. The sender's communication is called the message. The recipient can receive the message throughFeedback various channels (media). The recipient’s reaction to the message is called the response (or Noise feedback). It is very important that the message comes across as the sender intended. If this is not the case, we term this noise. Noise occurs because the consumer must process a large number of messages every day and tries to shut himself off from these.Selective perception The consumer evaluates the messages that he is exposed to from the world as he sees it. He only perceives that which he finds important or corresponds with his view of the world. This process is called selective perception. Another cause of noise are unclear messages. Many messages are packaged in a theme. This theme is sometimes interpreted in a different way than the sender intended.Redundancy For the sender of a message, it is difficult to penetrate the consumer's consciousness. The more intrusive the message, the more likely it is that the consumer will perceive it intensely. This is why the message is often shortened in communications. This is particularly useful with media that has an immediate effect, such as outdoor media. Padding out a message is called redundancy. The trick is to shorten the message without losing its essence. The communication process through which to whom who says what channel Recipient Media Passer-by Sender Message leaflet bistro De Tijd action Feedback with which effect 97

Marketing & Sales for the Hospitality Industry The recipient of a message The hospitality entrepreneur wants to use communication to reach a group of people. These could be potential or existing guests. The hospitality entrepreneur can focus on the person who will make the decision or the person who will influence the decision-maker. The content of the message is determined by the person whom the entrepreneur targets. The entrepreneur will need to know how his target group will respond to different forms of communication. There are enough examples of businesses who use the wrong form of communication. For instance, by advertising in places that the target group would not expect. Many family hotels tend only to communicate in brochures at local tourist information centres, whereas potential guests look at adverts in newspapers and magazines and may visit a travel agency or look online to book a short or long holiday. The entrepreneur must therefore have a good idea of this.INKIJKEXEMPLAAR ©SVH Attitude Attitude The way in which a consumer perceives and judges things is determined by his personality, learning processes and attitude. An attitude is how the consumer feels about something. It is a combination of knowledge, feeling and willingness to take action. These aspects influence each other.Cognitive component Knowledge is also called the cognitive component, and can be considered to be intellectualAffective component reason and reasoning. The cognitive component forms the basis of the other two components. The affective component (feeling) determines a person’s attitude to a certain product or service.Conative component The conative component (willingness to take action) is the extent to which the consumer has a preference for a certain product or service and whether he is prepared to make a purchase. As a consumer learns more about a brand or business, his attitude changes positively or negatively. He is led not only by his knowledge but also by his feeling. His attitude influences the stimuli to which he is sensitive. The consumer only perceives what he wants to perceive (selective perception). Before a hospitality entrepreneur can decide on the goal of his communication, he must first know how much knowledge the target group already has about his product or service. If the target group knows a lot about the hospitality product and comprises many returning clients, a visit to the business has become a routine purchase decision. In that case, the target group has little interest in product information. There is therefore little use in communication that focuses on knowledge. Instead, the entrepreneur should shift his attention to persuading the target group to take action by using special offers to convince them to visit the business more often.98

Chapter 4 | Personality The sender (entrepreneur) must be aware of what he wants to achieve with his message. If the recipient (potential guest) does not even know the sender’s name, he will not be open to a message that places the emphasis on visiting the hospitality business. The sender must first make sure that the recipient is aware of his business. He must then gradually provide the recipient with more information about the business. The recipient may then begin to find the business attractive, and develop a purchase preference. A purchase preference can result in the consumer being convinced and in the end visiting the hospitality business. This process is known as the buyer decision process.INKIJKEXEMPLAAR ©SVHConsumer decision- Consumer decision-making process making process Consumer decision-making process Familiarity Knowledge Attraction Purchase preference Conviction Purchase Which phase the recipient is in makes him sensitive to certain information and forms of communication. It is not a good idea for a hospitality entrepreneur to use personal selling to work on brand awareness. Personal selling as a tool is quite simply too expensive for this. In the initial phases, the entrepreneur can make good use of mass media such as newspapers and radio. The goal of communication is to change the opinion and behaviour of the target group. 99

Marketing & Sales for the Hospitality Industry AIDAAIDA One model that is used frequently in communication is the AIDA model. The AIDA model can help make the communication process more effective. AIDA is the abbreviation of attention, interest, desire and action.INKIJKEXEMPLAAR ©SVHAttention means attracting the consumer's attention.Interest means emphasising the meaning of the product to the consumer.Desire means arousing desire for the product.Action means convincing the consumer to buy the product.Good communication takes account of the different phases of this process. The message willtherefore need to attract attention, arouse interest, create a preference and prompt into action.For the sender, it is important that he puts himself in the shoes of the recipient of the message.Elements of the message that the sender considers important may not be important or may be tooobvious to the recipient.If the sender is a luxury restaurant that uses terms such as ‘good service’ or ‘great quality’, theguest will consider this information to be obvious. Admittedly, it is very important information, butthe guest quite rightly believes that he should expect nothing else. Such generalisations shouldtherefore be avoided in the communication.The AIDA model is also used a lot in personal selling. AIDA is the abbreviation of attention, interest, desire and action.100