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    Question
  1. MNG81001 Management Communication

    Assessment 2: Evaluation/Comparison Memo (25%)

     

    Format:                       Memo format

    Audience:       Your Boss

    Length:                       2-3 pages

    Due Date:       Friday, 7 April by 9:00 am

     

    Writing Task

     

    As discerning individuals, we frequently engage in an evaluative process.  For example, before we make any major purchase, be it a house, a car, or a computer, we evaluate/compare if this purchase makes the most sense based on our own perceptions of value for money.  Another example of how we engage in the evaluation/comparison process has to deal with the employment process; is one candidate better suited than the other? Why or why not?

     

    For this assignment, you will engage in a thorough evaluation/comparison and write an internal document (memo) based on your findings.  Your boss, the Food and Beverage Manager for the XYZ restaurant, is quite concerned as business has dropped off since a similar restaurant opened nearby.  In order to investigate if this new restaurant is a real threat, you have been asked to dine at the establishment and write a restaurant evaluation.

     

    The aim of the evaluation is to identify if this competitor is a threat or not to your business.  The purpose of this assignment is to teach you the skills of writing an effective evaluation/comparison; the activity of writing a restaurant critique is just one means to achieve this aim.  We could have just as easily asked you to evaluate the user-friendliness of a website, the merits of one automobile’s safety features over another, or the best lap top computer for the money; hopefully, this activity will be a bit more fun while meeting our objectives.

     

    There are five steps that you need to complete for this assignment:

     

    Whenever you are asked to evaluate something, the first step is to identify appropriate criteria (note: criteria is plural; criterion is singular).  Your selected  criteria will be the standard by which the specific features of the restaurant you review will be evaluated.  As such, your selected criteria needs to reflect the desired standard; for example, Friendly Service; Good Value for Money, Warm Ambiance, etc. If you look at the example below, you can see that the writer has identified categories for his evaluation; but he has not established criteria as there is no standard of judgment. 

    Please note that the following example is what you SHOULD NOT do:

     

    1. The Sole Proprietor 118 Highland Street Melbourne
    Atmosphere:
    Nautical
    8
    Variety 8
    Quality 8
    Service 9
    Portions 8
    Overall 9
    TOTAL 50
    Great
    Review:

    When I first came to Melbourne, the Sole, as it’s commonly known, was a bit out of my price range and not quite the right hangout for me. Now I’m a little older and have a little disposable income… it’s a great spot for late night drinks and a good snack.

    On the night of 4 Feb 2017, a friend and I came for a nice sit down dinner. Which is not to say that the bar area is not thoroughly enjoyable – meals can be enjoyed at the bar, and selections from their raw and sushi bar can be ordered after 10 p.m. The young professional crowd in Melbourne can “sea and be seen” there, as the current ad campaign goes, and the famous “Sole Bowl” is a great specialty drink.

    For dinner I ordered the Shogun sushi platter and the Sole sushi combo platter with a side of spinach and garlic (very yummy for $28). The fish was very high quality, and all the food was superb. Great drinks, great atmosphere, decent prices – it’s no wonder the place is always packed!

    There was only one dark spot in the evening. The staff has very, very responsive service, which stumbled slightly by making my friend and I wait far too long before ordering. The wait staff (both waiters) and the manager were very apologetic, as it was a very busy night, but they more than made up for any inconvenience with a complimentary dessert. The Sole earns its top spot in the ratings.

    1. You will need to visit the selected restaurant at least once but preferably twice for the same meal (breakfast, lunch, or dinner). While there, take notes about the strengths and weaknesses of the operation based on your selected criteria.  Each student in your tutorial will need to select a different restaurant to avoid duplication, but you can certainly join one another for the meals!
    2. Based on your evaluation, you will need to inform your boss if this competitor is a threat or not. Based on the relevant criteria, how does this establishment compare to yours using the same criteria? Your conclusion will form the thesis for your evaluation.  Please note that your task is to evaluate, not make recommendations.
    3. You will need to draft a memo of your evaluation. Referring again to the restaurant review example on the previous page, please note the heavy reliance on description; while you want to provide specific examples, your boss does not need to have every minor nuance about the restaurant described in detail.  The style that you want to use will focus on being clear and concise, not flowery or overly-descriptive.
    4. Assessment #3 is due by 9:00 am on Friday, 7 April and will be marked on the basis of the attached marking guide.

     

     

     

     

 

Subject Literature Pages 8 Style APA

Answer

Evaluation/Comparison Memo

 

Memo

                                                                                                                            31st March 2017

To: Food and Beverage Manager, Authentic Restaurant

From: Marketing Manager

Re: Evaluation/Comparison

Since the launch of the Newly Refurbished Golden Restaurant on 1135N Fulton Street in Freshno California that is next to the Authentic Restaurant, the hotel has lost a lot of its regular customers. Preliminary results reveal that the Golden Restaurant is performing better than Authentic Restaurant despite the many years that it has been in business. The following criteria were applied to evaluate the competitiveness of the Golden Restaurant against Authentic Restaurant.

Evaluation Criteria

Authentic  Restaurant

Golden Restaurant

 

Factor

Strength

Remarks

Strength

Remarks

Importance to Customer

Products

8

Over 18

8

Over 18

Critical

Ambiance

2

Below average 

8

 Very good

important

Selection

6

Above average 

8

 The best

critical

Service

4

Average 

8

 Standard

Average

Price

2

Very Expensive

8

Average

Very important

Reliability

4

average 

8

Very reliable 

Important

Stability

8

 Very good

6

Above avg 

Average

Expertise

6

average 

8

Above avg 

Important

Company Reputation

8

High 

8

 High

Average

Location

8

Prime 

8

Prime 

Critical

Sales Method

6

 Not aggressive

8

Aggressive 

Important

Credit Policies

4

Suppliers 

4

 Suppliers

N/A

Advertising Image

2

Not advertising 

8

Max Adverts

Important

Average Rating

5.85

Above average 

7.38

good 

 

Legend

Strength

Average

Weakness

 

8

6

4

2

0

 

 

 

                                                                  Products

The ranges of products in both menus are similar and most of the custom food items are almost the same. Both restaurants seem to satisfy their clientele wholly (Olive Garden, 2014).

 

Ambiance and Service

The service staffs in both restaurants are well groomed and display professionalism in all their manners. However, Authentic Restaurant’s waiters are not friendly and the music volume seems to be very loud making it difficult to call or ask for service. The Golden Restaurant has piped music which seems to emanate from the roof something which makes it to be soft and soothing to the ears while the waiters are very alert and friendly. You cannot turn around without catching the eyes of two or more waiters. Ordering food is so enjoyable and not laborious like in authentic restaurant where you have to walk to the counter and worse still the waiters keep arguing among themselves and hardly notice your presence unless you shout or threaten to call the manager.

Selection, Location and Price

The Golden Restaurant seems to be a selection for most people who prefer to eat in affordable places and where there is value for money spent. Unlike the regular customers who select Authentic primarily because of its proximity to the offices and the mall, but its prices are much higher compared to those of the Golden Restaurant (Mayhew, 2017).

Reliability and Stability

The Golden Restaurant is relatively is very reliable and most of the food on the menu is available and can be readily be prepared within the time stipulated on the menu (Salens, Glanz, Sallis and Frank, 2006). The reliability of the services at the Authentic is wanting. Always most of the items on the menu are not available and the most common dishes cheese steak take almost twice the time it takes at the Golden Restaurant. The stability of the Authentic is however more remarkable as it is always open throughout the week with enough waiters who are well paid and are on permanent employment terms. On weekends they work for 24 hours starting from Friday evening till Monday morning. Their sales are relatively stable throughout the months unlike the Golden Restaurant where the sales fluctuate so much especially on weekends when they close early.

Expertise and Company Reputation

The Golden Restaurant has more qualified staff than Authentic largely because of the traditions of the Authentic Restaurant where they maintain their staff for a long period of time to protect the reputation and image of the company. The waiters at the Golden Restaurant are youthful, energetic and quite professional. They seem to be well trained and positive compared to the Authentic waiters who are more mature but less active (Pan, 2006).

Sales Method

The sales method adopted by the Golden is more aggressive and effective than the strategy that Authentic has adopted. The friendly waiters at the Golden are persuasive and provide different suggestions on customized food or alternatives directly from the menu (Pettijohn, Pettijohn, C.E. and Luke, 2008).

Credit Policies

The credit policies for the two restaurants are limited to only their suppliers.

Advertising Image

The advertising image of the Golden is more distinct, attractive and effective. From my discussions with the manager, majority of the clients learnt about the restaurant from the large bill boards that have been erected on the main high on your way into the city. Authentic Restaurant has been in business for so many years and the only form of advertising that the restaurant seems to have is the small sign at the entrance of the mall that directs people where the restaurant is located.

Conclusion

The major difference between the two restaurants is that, Authentic Restaurant largely depends on the goodwill of its clients and its long business history to make its sales. Some of the restaurant’s loyal customers prefer to pay even more just to dine in the restaurants. On the other hand, the Golden Restaurant has to attract customers to remain in business as it is still new refurbished and most of the customers are lured from Authentic Restaurant by the low food prices and the quick service that is available at the restaurant hence Authentic should be a little cautious else they may lose a lot of their clients to the Golden Restaurant due to their better terms and performance in the market.The Golden Restaurant is a threat to Authentic restaurant as most of its clients are from Authentic and their prices and standards are more favorable than those of authentic.

 

References

Mayhew, R. (2017) Appraisal in the Food and Drink and Industry retrieved March 31, 2017 from http://smallbusiness.chron.com/performance-appraisal-food-drink-industry-12452.html

Olive Garden (2014) Evaluation: Olive Garden retrieved March 31, 2017 from https://sparklingstars3.wordpress.com/kathys-page/kathys-notebook/evaluation-olive-garden/

Pan (2006) Evaluation and Comparison of Restaurants Performance retrieved March 31, 2017 from https://forums.egullet.org/topic/82382-evaluation-and-comparison-of-restaurants/

Pettijohn, L.S., Pettijohn, C.E. and Luke, R.H. (2008) An Evaluation of Fast Food Restaurant Satisfaction retrieved March 31, 2017 from http://www.tandfonline.com/doi/abs/10.1300/J061v02n03_02

Salens, B.E., Glanz, K., Sallis, J.F. and Frank, L.D. (2006) Nutrition Environment Measures Study restaurants (NEMS_R), Development and Evaluation retrieved March 31, 2017 from http://www.ajpmonline.org/article/S0749-3797 (06)00567-8/pdf

 

 

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