Wiki Assignment 5－Team: ACE

◎ Pizza Hut

Background

Pizza Hut is the world’s largest restaurant company, which is a subsidiary of Yum! Brands, Inc. It is an American restaurant chain, founded by brothers Dan and Frank on June 1958.

Pizza Hut is also an international franchise that offers different kinds of pizza along with side dishes. Pizza Hut has more than 6000 Pizza Hut restaurants in the United States and more than 5,139 store locations in 94 other countries and territories around the world.

Pizza Hut in Hong Kong

Pizza hut has been serving in Hong Kong over 30 years. Nowadays, Pizza Hut operates over 80 outlets with 4,000 employees in Hong Kong and Macau. It always carries out “Hot and On Time” delivery commitment.

Pizza Hut’s service

Pizza Hut is split into several restaurant formats, such as original family-style dine-in locations, storefront delivery and carryout locations.

Dine-in locations

Storefront delivery and carryout locations

Pizza Hut’s Menu Planning

Pizza Hut offers A la carte menus and Table d’hôte menu. By using this menu planning, Pizza Hut can fulfil different kinds of customer needs.

The fixed course price will be lower than the individual order for the similar items and quantity. It is suitable for a group of customers and facilitates them to make the order decision fast. Also, it can help forecast the demand by offering sets.

If the customers prefer to order items totally based on their favour, size and quantity, they can order the items individually. Thus, this design provides flexibility and is popular in the restaurant business.

A la carte menus

Table d’hôte menus

Ref: Pizza Hut retrieved from:http://www.pizzahut.com.hk/

◎ Importance of Menu Planning and Design

An extraordinary menu is able to show the restaurant’s personality, as a general picture of the restaurant to impress the customers. It can help deliver vital messages related to the brand, theme and offerings so as to attract diners’ sight.

A menu may change customers’ minds and order decisions. For example, they may try the recommended and famous cuisines when they see the highlights in the menu.

Ref: retrieved from http://aaronallen.com/blog/restaurant-menu-design-engineering/restaurant-menu-design

◎ Real Life Examples for Each Classification of Restaurants

1) Independent Restaurant: Si Sun Fast Food

Si Sun Fast Food, in Hung Hom

It is a restaurant owned by Mr. Chung, established in 1963, located in Hung Hom. It offers freshly made Hong Kong style hamburgers.

Mr. Chung involves in day-to-day business operations. For example, he prepares the burger ingredients, cooks the meal and does the cleaning work. He does not follow what other brands do and keeps his hamburgers special with own style.

Ref: retrieved from https://youtu.be/e4xn4UGd_kc

2) Chain Restaurant: Oliver’s Super Sandwiches

The branch in Kowloon Tong – Festival Walk

The branch in Central – Hutchison House

It is a sandwich specialty restaurant with more than 20 branches in Hong Kong. It was opened in 1987 and offers a wide range of food and beverages namely inspired sandwiches, baked potatoes and salad.

The branch decoration, service, offerings and name are nearly identical in every branch, regardless of locations.

Ref: retrieved from http://www.olivers-supersandwiches.com/

3) Fine Dining: Caprice

It is a French fine dining restaurant in Four Seasons Hotel. It offers high quality cuisine and fine wine, by the team of 25 talented chefs using fresh ingredients. For example, there are wine from the Bordeaux and Burgundy regions, and artisanal French cheeses. The environment is pleasant and comfortable that customers can enjoy the nice view of Victoria Harbour and the Kowloon Peninsula. The service standard is high and attracts many people to there.

Ref: retrieved from http://www.fourseasons.com/hongkong/dining/restaurants/caprice/

4) Theme Restaurant: Charlie Brown Café

It is a theme café located in Tsim Sha Tsui. It offers the food and beverages with the icons of Charlie Brown, and the branch decoration is also about this cartoon character. It attracts the fans of Charlie Brown to visit.

Ref: retrieved from http://www.charliebrowncafe.com/aboutus.htm

5) Celebrity Restaurant: Monster Sushi

It is a Japanese restaurant in Mong Kok, established by the famous pop star Daniel Wu. The atmosphere and meal are nice and there are always many people lining up for seats at night.

Ref: retrieved from http://www.monstersushi.com.hk/about/?lang=en

6) Steak Houses: Morton's The Steakhouse

It is a steakhouse in Tsim Sha Tsui. It was from Chicago and opened a branch in Hong Kong. It emphasizes genuine hospitality that it treats the guest very well. It provides high quality meal and the environment is desirable.

Ref: retrieved from http://www.mortons.com/hongkong/

7i) Casual Dining – Casual Restaurant: Dabyida Restaurant and Bar

It mainly provides customers with Italian food. Inside the restaurant, there is a bar for customers to have different drink. The price for dining is moderate.

Ref: retrieved from Openrice

7ii) Casual Dining – Family Restaurant: Hak Ka Hut (客家好棧)

It is a Chinese restaurant under Tao Heung. There are several branches in Hong Kong and attracts a large group of people. It gives weight to family and cohesion that it offers sets for four or eight people, which are opposed to the tradition of sets for 12 people, as the modern family size is much smaller than the traditional one. When a family dine there, service providers will serve them politely.

The simple menu for 4 or 8 people

The round table makes people talk conveniently.

Ref: retrieved from http://www.taoheung.com.hk/tc/brands/hak_ka_hut/index.html

7iii) Casual Dining – Ethnic Restaurant: The Delhi Club

It is an Indian restaurant owned by Indian, located in Tsim Sha Tsui. It provides traditional and genuine Indian dishes like Indian breads and curry. Also, the Indian decoration and Indian staff make people feel like being in India.

Ref: retrieved from Openrice

8i) Fast Food – Hamburger: MOS Burger

It is a chain fast food shop selling burgers. There are 15 branches in Hong Kong. It aims at providing good service sincerely, and delicious and safe meal to customers.

Ref: retrieved from http://mosburger-hk.com/index.html

8ii) Fast Food – Pizza: PHD

It is the quick food shop offering mainly pizza. People can dine in the store, or order take-away and enjoy the delivery service.

Ref: retrieved from Openrice

8iii) Fast Food – Chicken: KFC

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It is a fast food shop from USA, mainly selling fried chicken.There are many various stores in Hong Kong, so it is easy customers to get it.

Ref: retrieved from Openrice

8iv) Fast Food – Sandwich: Comie’s Delicious Sandwiches

It is also a fast food shop offering sandwiches. The sandwiches are freshly made and there are lots of combinations, from the types of bread to source, to favour each customer.

Ref: retrieved from Openrice

9) Bakery Café: Arome Café

Some of the branches of Arome do not only sell quality special bread and cakes, but also the Japanese dishes like salad and noodles. There are seats and tables provided for customers to enjoy their meal.

Ref: retrieved from Openrice

10) Hong Kong Style: Tsui Wah Restaurant

It is a famous chain restaurant in Hong Kong. It aims at being efficient, providing eye-catching and quality food. These years, it also emphasizes health so that it offers healthy meal set. Besides, the decoration of the entrance draws people attention and makes it distinct.

It shows it does not use harmful eggs.

Ref: retrieved from http://www.tsuiwah.com/cn/about-tsui-wah/tsuiwah-introduction/

11i) Local Restaurant: Seafood Restaurant: Sing Kee Seafood Restaurant

It is the local seafood restaurant providing tasty seafood cuisine. The cooks have their own recipes to cook using the fresh ingredients. A dish of abalone is one of its famous and special dishes.

Ref: retrieved from Openrice

11ii) Local Restaurant: Chinese Dim Sum: Dimdimsum Dim Sum Specialty Store

It is a Dim Sum restaurant with four branches in Hong Kong. It provides delicious and creative food with a relatively low price. Moreover, there are various kinds of dim sum for customers to choose and it operates till 2a.m. Therefore it attracts many people especially teenagers to get to there.

Ref: retrieved from http://www.dimdimsum.hk

11iii) Local Restaurant: Cha Chaan Teng: Mrs Tang Cafe

It is in Yuen Long and offers a wide range of meal such as milk tea and bread.

Ref: retrieved from Openrice

◎ Recent Trends and Practices about Restaurant Business

Growing wine business

There are more and more restaurants offering wine. Some of them provide a wide range of wine for customers to choose, including several brands, countries of origin and years. The staff is equipped with wine knowledge, such as the ways to open the bottles and deliver the wine and storage methods.

Drinking wine becomes a cultural habit for locals. Peoples like to drink wines when they have dinner with colleagues or friends. Hong Kong established Hong Kong Wine & Dine Month every year and attracted many local citizens and foreign tourists to take part in this event.

2) High rent = marginalized quality

The rental cost in Hong Kong is extremely high. It increases the financial burden to the restaurant owners. Some of them try to shift part of rental cost to their customers, which means to increase the sales prices.

From customer’s point of view, customers will expect something better or extra for paying a higher price, such as better service and higher food quality. It gives pressure to the owners.

3) The smartphone and social media effect

Nowadays people use smartphones to search and spread information. People post comments and share photos of the restaurants and cuisine, through restaurant review websites like Opensnap and social media platform namely Facebook. It creates word of mouth effect and directly affects people’s perceptions.

4) Technology takeover

It is common to make a pre-order using mobile application before entering into the restaurant, or to select and order food by tablets.

For example, traditional paper menu have already replaced by tablets in some Japanese restaurants like Itacho sushi. McDonald’s has introduced an electronic ordering system for customers to choose their custom-hamburgers.

5) Eating in retail stores

An increasing number of retailers try to expand their business in the forms of opening restaurants or coffee shops. For example, retailers like Agnes.b opened a coffee shop in its branch in Causeway Bay.

6) Concern about look appetizing

In the past, size and taste were the main considerations of customers. Nowadays, the first image of the food becomes important. It is popular to see people will take photos before enjoying their meals. Hence, some restaurants like EXP and Simply Life emphasize good appearance of the products.