StudentShare solutions
Triangle menu

FOOD AND BIVERAGE - Essay Example

Not dowloaded yet

Extract of sample
FOOD AND BIVERAGE

In order to cut-down costs and gain significant revenue, companies in the hospitality industry prioritized research-based branding strategies, to their specific target group in order to acquire corporate identity and quality service (Morgan, Pritchard and Pride). Distinguishing their brand image and differentiation of their product became of primary importance for all hospitality firms (hotels, restaurants etc). In the recent years, many international hotel firms have turned to a major branding strategy called co-branding. In this concept an existing restaurant is incorporated within a hotel, a practice considered to have been started by Victor Bergen during the 1930’s, establishing fast food outlets in hotels on the highway which had a customer base of American families travelling away from home. The incorporation of this model to the modern hotel industry has been observed to change dramatically both consumer attitude and hotel management (Rutherford). This review plans to analyze the current position of strategic co-branding in the hospitality sector and how the tourism industry could be benefited. Furthermore, possible problems are discussed and recommendations to potential managers wanting to employ strategic co-branding techniques are given. 2. Co-branding definition While co-branding doesn’t have a single definition, it generally involves the strategic alliance of at least two firms (Knowles, Diamantis and El-Mourhabi). It has also been described as “a form of cooperation between two or more brands with significant customer recognition, in which all the participants’ brand names are retained” (Blackett, Boad and Interbrand). Furthermore, Hilyer (Hillyer and Tikoo) explains the definition of co-brading when a product features more than one brand name. Among all these definitions, some common characteristics can be identified. The fundamental part in co-branding is the requirement of two or more brands that are widely recognised while the brand name is kept intact and the duration of the whole project varies between medium to long (Kippenberger). Therefore, co-branding can be interpreted into reality in two manners: either joining two brand names together in forming a new or unique product or having two recognised brands under the same space, such as T.G.I Fridays within Holiday Inn hotel (Hahm and Khan). 3. Notable examples of Co-branding Based on the model used in the early 1930’s, with Bergen’s restaurants and hotels, the hotel industry began to employ co-branding strategies when it was faced with unprofitable sales. Today a large variety of hotels and restaurants use co-branding as a means of enhancing distribution of products or services together with increasing the range of their customer base, helping them to reach maximum profitability (Boone). Marriot Hotels is considered on of the pioneers of the chain hotels to be the first to implement an internationally recognised brand such as Pizza Hut in 1989 (Boone; Kippenberger). Following their example, the co-branding of TGI Fridays within Holiday Inn hotels turned out to be a financial success. After the conversion of the Pennsylvania Holiday Inn restaurant to TGI Friday’s, the increase from $450,000 to $4 million within the first year only ...Show more

Summary

Best Practices in Food & Beverage: Co-branding 1. Introduction The Food & Beverage department (F&B) at hotels has evolved significantly over the past decades. Various studies and marketing techniques were employed to the department in order to improve the operations such as developing menu items or creating unique offers (Miller)…
Author : kamille88
FOOD AND BIVERAGE essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"FOOD AND BIVERAGE"
with a personal 20% discount.
Grab the best paper

Related Essays

Food science on food
Through it, people have gained more knowledge on food and thus they are in a capacity to make sound judgement. In many countries across the world, populations have increased to alarming rates, which has necessitated continuous improvement. Currently, the world’s population is about seven billion but is expected to reach nine billion by 2050.
3 pages (750 words) Essay
Food Safety
According to Pilling (2004), after eating in restaurants, food borne illnesses affect a substantial number of Americans each year (p.3). In restaurants, you can never know what type of food would cause illness after eating. This is because there are related facts that don’t available to the customers in the restaurants like ingredients of food, origin of ingredients, cleanliness of kitchens and qualities of employees.
3 pages (750 words) Essay
Food
Walking down the street in down town Chicago the visitor finds a variety of delicacies available to them. The main question then becomes what do I have
1 pages (250 words) Essay
Food science on food
Scientific developments have been rampant in all areas. In the agricultural field, significant progress in the development of Food science.Through it, people have gained more knowledge on food and thus they are in a capacity to make sound judgement.
3 pages (750 words) Essay
Food
Serrano ham comes from the term jamon serrano – which quite literally translates to hill pig. As such, the ham itself is dried and usually served in very thin slices or diced. It is my expectation that for this particular dish it will be diced. Likewise,
2 pages (500 words) Essay
Food
Wonton soup Szechuan style was first cooked during the Han dynasty and since then have been the staple of Chinese royalties. It is only recent that the delicacy became
1 pages (250 words) Essay
Fast Food
The rise in fast food consumption can be put down to many factors, but a large part of this is due to extensive advertising. Everyone we look we are bombarded
4 pages (1000 words) Essay
Food Culture or food
The different cuisines ensure that tourists get a taste of something that they are not acquainted. There have been different arguments as to which region has the highest variety of dishes and going
5 pages (1250 words) Essay
Food safty
(Heather, Johnston 2014). Our conversation with the manager confirmed to us that the Linkin Quads Restaurant is the worst he has ever managed so far. Going into the inspection, we saw several violations. Floors are not cleaned and wet in many areas, which is
1 pages (250 words) Essay
Food Allergy
ing whole-body allergic reaction that can impair one’s breathing, and cause a dramatic drop in one’s blood pressure, and also affects one’s heart rate. This symptom of food allergy occurs in severe cases of food allergy. Food Allergy in Children: food allergies are most
3 pages (750 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation