University Republic Polytechnic (RP)
Subject H2130C: Food and Beverage Management

Background

Singapore’s Food and Beverage Industry plays a significant role in Singapore’s economy, supporting Singapore’s reputation as a leading gastronomic capital in the Asia Pacific. You may have seen many restaurants setup failed over a period of time. In order to be sustainable, it is important to create a unique restaurant concept that is Bold, Interesting, and Original.

Assignment

Objectives

This is an individual coursework assignment in the form of a written report.

This assignment requires students to prepare a restaurant proposal to create a unique restaurant concept that will stand out from the market.

The proposal should cover the following areas:

  • Introduction to Singapore Food and Beverage Industry
  • Analysis of current Food and Beverage Industry trends
  • Restaurant concept
  • Design of restaurant
  • Layout and Ergonomics
  • Restaurant Menu
  • Banquet Business
  • Marketing Mix
  • Summary

You can do research on the internet to gather some ideas on different interesting restaurant concepts. Where appropriate, you are required to show evidence using tables, graphs, and articles, etc. in your submission of the assignment in the appendix.

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Requirements for Content

Your report should include research, discussion, and analysis of the following areas:

S/NoComponents  Format
1Adherence to format requirements as specified by assignment question
2Free of typographical, grammar, and other such errors
3Appropriate use of visual elements
4Aesthetic appeal
S/NoRelevance
1Relevant ideas, concepts applied with clear explanation, and acknowledgment of multiple perspectives.
2Clear evidence of relevant, current, and credible sources used to answer/explore the question/task.
3Complete and feasible suggestions, recommendations, and findings applied.
4Consistent use and application of real-life situations, issues, and/or examples applied.
S/NoContent
Introduction to Singapore Food and Beverage Industry

Present a brief of the current overview of Singapore Food and Beverage Industry

  • Describe the food and beverage industry.
  • Provide examples of the food and beverage industry.
  • State the common issues in the food and beverage industry.
Analysis of current Food and Beverage Industry trends

Analyse the past and current trends in the Food and Beverage Industry and explain how it might influence your restaurant concept.

  • Describe the past trends.
  • Describe the current trends.
  • Analyse the past and current trends.
  • Explain how the analysis of the past and current trends influence the restaurant concept.
Restaurant concept

To provide a detailed description and justification of the following:

Bold, Interesting, and Original concept.

  • Describe the overview of the restaurant concept based on your analysis.
  • Explain with TWO (2) reasons that made this restaurant concept bold, interesting, and original.

Your restaurant cuisine

  • Describe the restaurant cuisine.
  • Explain with TWO (2) reasons for the chosen cuisine.

Your target market

  • Describe the target market.
  • Explain with TWO (2) reasons for the chosen target market.

Your restaurant location

  • Describe the ideal restaurant location.
  • Explain with TWO (2) reasons for the chosen restaurant location.

Your direct competitors

  • Describe the direct competitors.
  • Explain with TWO (2) reasons on how the direct competitors will affect the restaurant.
Design of Restaurant

To describe the design of the restaurant incorporating the following:

Colour scheme

  • Describe the chosen colour scheme.
  • Provide examples of the colour scheme.
  • Justify the chosen colour scheme for the restaurant.

Ambiance of restaurant

  • Describe the chosen ambiance.
  • Provide an illustration of the restaurant ambiance.
  • Justify the chosen restaurant ambiance.
Layout and Ergonomics

To provide a detailed description and justification of the following:

An ergonomic floor plan layout of the restaurant concept

  • Describe the restaurant layout and ergonomics.
  • Provide examples of the layout and ergonomics of the restaurant.
  • Justify your proposed restaurant layout and ergonomics.
Restaurant Menu

To provide a detailed description and justification of the following:

Type of Menu

  • Describe the chosen type of menu.
  • Provide an example of the chosen type of menu for the restaurant.
  • Justify the chosen type of menu for the restaurant.

Design of menu

  • Describe the chosen menu design.
  • Provide an example of the menu design for the restaurant.
  • Justify the chosen menu design for the restaurant.

Menu psychology techniques used

  • Describe the chosen menu psychology technique.
  • Provide an example of the chosen menu psychology technique for the restaurant.
  • Justify the chosen menu psychology technique for the restaurant.

Pricing strategies

  • Describe the chosen pricing strategy.
  • Provide an example of how you would use the chosen pricing strategy for the restaurant.
  • Justify the pricing strategy for the restaurant.
Banquet Business

To provide a detailed description and justification of the following:

Developing a banquet business.

  • Suggest a banquet business for your restaurant concept.
  • Provide justifications with evidence for developing the banquet business.
  • Analyse the feasibility of operating a banquet business for your concept.
Marketing Mix

To provide a detailed description and justification of the following:

Implementing a marketing mix

  • Explain with examples of how you would implement TWO (2) marketing mix to your restaurant concept. (4 Marks)
  • Describe TWO (2)advantages and Two (2)disadvantages of the marketing mix proposed above.
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