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Alpha is a 5 star 320 bedroom hotel located on the Gold Coast, which has a buffet style-restaurant, an all day café and a Cantonese restaurant serving for dinner only. Because the demand for food and beverage at Alpha’s current restaurants is rising, guests are waiting long periods of time and leaving to go to other restaurants. Alpha has identified an unused part of their hotel that will be turned into a new fine-dining steakhouse, Bravado. Bravado will be an a-la-carte steakhouse restaurant serving varied steaks and other meat dishes. This restaurant is being established so patrons wishing to eat in Alpha have a diverse selection of restaurants to choose from.

Concept Development
Over the years hotel restaurants have often been managed as a secondary function of the hotel-that is, as a costly amenity rather than a revenue center (Strate & Rappole 1997, p. 50). With the rising demand in all restaurants of Alpha hotel during last year, a differing fine dining restaurant is required by hotel owner and operator. Compared to the seafood buffet and Cantonese cuisine already offered by Alpha hotel, the new restaurant should be a western-style steakhouse called Bravado, offering fine-dining grill and meat options. As an international 5 star hotel in a famous tourist city, the customers of Alpha hotel are from all over the world with different cultures and also different tastes. In this case, besides the Cantonese cuisine and seafood buffet they already have, some western style dishes should also be provided by this new restaurant in order to fit some international guests. Another reason for choosing the western style steak house is the hotel restaurant must now also be viewed as a selling point to generate increased room revenues where the goal is to maximize overall property profits (Strate & Rappole 1997, p. 60). To achieve a higher occupancy of hotel rooms, hotel companies must consider operating some franchised restaurants with different styles to attract more customers. Moreover, Bravado will be open for both lunch and dinner sittings, as neither the Cantonese restaurant, Ming, is not open for lunch. At the same time, Bravado could also be used as a bar for guests that may not want to eat out, or wish to drink before and after there meal. Recently restaurants have recognized the benefits of establishing and nurturing ongoing relationships with their customers (Kim et al. 2006, p. 148), as well as offering satisfactory products and services. It is really important for Alpha to provide appropriate services and conveniences for its customer base. Due to Alpha hotel being a 5 star hotel with an excellent reputation, Bravado should be opened for both hotel guests and the general public. Because of this high rising demand, Bravado is able to seat 150 people and serve approximately 300 covers on any given night, as well as seating in the bar area. In addition, Bravado is a recognition of the excellence offered at Alpha.

F&B service area
List of reference

Ashley R, LeBruto, S, & Quain, W 1997, ‘Using the contribution margin aspect of menu engineering to enhance financial results’, Interna本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。