Restaurant Case Study Essay Sample

( A ) Case Study Framework

Background The people behind the successful Michelangelo’s are Mr. Michel Hadley and Mr. Angelo Sanelli. Michelangelo’s. which is situated at Holland Village. 44 Jalan Merah Saga. 01-60 Chip Bee Gardens. is a crowd-drawer every dark. It was opened in Sept 15. 1995 and has since bagged several awards. ( refer to Appendix 3 for the list ) . Michelangelo’s serves Australian-Italian culinary art and offers the widest choice of vinos in any eating house in South East Asia. Its candle illuminated insides with the ceiling bearing keen pictures create a charming ambiance for dating twosomes and household dinners. With Michelangelo’s success. the two proprietors have decided to open another two eating houses. which are Sistina Pizzeria and Original Sins on either side. Sistina Pizzeria is Singapore’s foremost gourmet pizza eating house while Original Sins serves Mediterranean vegetarian nutrient.

Purpose Singapore is good known for being a Food and Shoppers’ Paradise. Due to the increasing figure of restaurants come ining into the F & A ; B industry in Singapore. we propose to carry on this instance study research to understand how Michelangelo’s strive to keep a competitory border in this industry. The ground for taking Michelangelo’s is that it is good established and provides good nutrient every bit good as quality service.

Objective Through this instance study research. we aim to be able to garner information on: 1. Factors that contribute to Michelangelo’s success 2. Aspects of the eating house that attract the clients to dine at that place. 3. The selling schemes adopted by Michelangelo’s and their programs for the hereafter. 4. The managerial determinations made during the running of the concern.

Proposed Methodology Qualitative Research- Management Interview We propose carry oning in-depth interviews with the proprietors of Michelangelo’s and the people at its direction degree as it would enable us to derive a better thought of what the proprietors are believing or why they decided to move in a certain manner. Furthermore. indepth interviews allow us to obtain unrestricted remarks or sentiments and inquire

inquiries that will assist us better understand the assorted dimensions of the owners’ sentiments every bit good as the grounds for them. These interviews are conducted at the different mercantile establishments so that we will acquire a feel of the direction at each of these mercantile establishments. This will widen our apprehension of the eating houses therefore enabling us to make a more elaborate study. Please refer to Appendix 1 for the list of inquiries. Informal interviews will be conducted with the current clients who patronize Michelangelo’s to happen out what they think of the eating house and the service being offered. We would besides interview possible clients to acquire a brief exposure of the public’s sentiment of Michelangelo’s. The mark of this group of interviewees will be occupants in or near Holland Village every bit good as third pupils. Please refer to Appendix 2.

Time Frame The survey on Michelangelo’s will be carried out from February to April. a sum of three months. This is to guarantee that more information can be gathered and with a greater degree of truth. Each interview session will last for about two hours due to clip restraints. We estimate that at least six interview Sessionss will be conducted over the following three months.

( B ) Abstraction

The Italian Michelangelo Buonarotti viewed as the supreme Renaissance creative person conjures up an image of the celebrated statue of David or brings to mind topographic points like the Sistine Chapel and the Pauline Chapel. The name Michelangelo is renowned in artistic circles. In Singapore. there is besides a Michelangelo who is renowned for another type of art signifier –namely Singaporean’s foremost love- nutrient. This undertaking is based on a instance survey of the Italian restaurant- Michelangelo’s. It looks at the assorted facets of the eating house. viz. : Mr. Angelo D Sanelli. the adult male behind Michelangelo’s. the background. construct. direction. and an penetration into the future programs of Michelangelo’s. The intent of this survey besides seeks to heighten our cognition on how a eating house is managed and the types of selling schemes that it undertakes to keep a competitory border in Singapore’s F & A ; B industry today.

Numerous eating houses are come ining into the market and each attempts to distinguish itself from the remainder of the rivals. Michelangelo’s was chosen as our instance survey because of its all right Australian-Italian culinary art and the widest choice of vinos in any eating house in South East Asia. Through this instance survey. we obtained an in-depth apprehension of the critical factors behind Michelangelo’s success every bit good as the high criterions of quality offered to its frequenters. Our research yielded the decision that a successful eating house offers much more than merely good nutrient. The quality of service dramas an of import function in retaining

clients and with this. word-of-mouth does the advertisement for you. Michelangelo’s takes into history the smallest item in run intoing the customers’ demands and guaranting them of a great dining experience at the eating house. Good direction is besides important as the staff can all work together to function the clients to the best of their ability. For its hereafter programs. the mentality is positive and Michelangelo’s will go on to better and introduce to offer the highest criterion of fantastic nutrient and quality service for its clients.

( C ) Background Mr. Michel Hadley and Mr. Angelo Sanelli opened Michelangelo’s on 19th September 1995. It is situated in Chip Bee Gardens in Holland Village between Sistina and Original Sin. which are besides creative activities of Mr Hadley and Mr Sanelli. Chip Bee Gardens was chosen as the spouses saw the potency in the country. Today it has been transformed from what was a rat-infested country into one of the premier locations in Singapore for all right dining. Each of the eating houses offers different types of nutrient. At Sistina Gourmet Pizzeria. pizza and vino are a spiritual experience. It offers this island widest scope of pizza toppings and manners to take from. a choice of interior decorator pizza or the ability to make one’s ain pizza from their 60+ toppings. Executive chef Simon McLoughlia balances out the bill of fare with a big offering of traditional salads and grills. Original Sin on the other manus. combines the kernel of Mediterranean culinary art and the culinary creativeness of executive chef Marisa Bertocchi to show an unforgettable dining experience. Marisa’s signature Italian rice. homemade pastas. epicure pizzas and sensuous salads will allure the most wearied of roof of the mouths.

Those who enjoy dining in manner will fall in love with Michelangelo’s which serves Italian nutrient. Michelangelo’s internationally acclaimed wine list offers over 150 vinos at low-cost monetary values. Before Michelangelo’s. Mr. Sanelli came to Singapore with his married woman from Australia. He was a painter/decorator back in Australia and started work here in Zouk. His stretch at Zouk was followed by a occupation at a brewery saloon. At Zouk. he met Mr Hadley who subsequently on proposed the thought of puting up a eating house. This was the beginning of a whole new creative activity. Both Mr Hadley and Mr Sanelli run the concern individually with each one of them in charge of different countries but with the same ends in head. Mr Hadley is responsible for the disposal. histories every bit good as the vino choice while Mr. Sanelli is in charge of public dealingss. quality of nutrient and daily operations at the eating houses. Harmonizing to Mr Sanelli. another lending factor to their successful partnership is the separation from concern and personal affairs.

( D ) Concept The construct of Michelangelo’s is based on the desire of making a warm and comfy atmosphere for its clients. There are hints of Italian design instilled in the ornament of the eating house such as wall paintings bearing a close resemblance to art pieces of the late Michelangelo and the Italian music that is being played. There is an extension of the eating house outside for frequenters who prefer to dine “al fresco” under the stars or merely to chew the fat with their friends over a fume. The eating house is dimly lit with tapers to make a cosy atmosphere for its clients to loosen up after a difficult day’s work. The little tealight tapers placed give a flickering freshness making a slightly “romantic” ambiance for the courtship twosomes.

The furniture is arranged largely 4 in a tabular array but commissariats can be made at the customers’ demands ; seats can be arranged when there is a bigger group. The chief thought is to maximise infinite for the servers to travel about easy every bit good as to suit as many clients as possible. However. taking to suit more clients is ne’er done at the disbursal of doing the topographic point cramped and doing it hard in traveling about. All in all. the intent of the ornaments is to do the clients feel “at home” and at the same clip. see the sort of top quality service comparable to a high category. all right dining eating house.

( Tocopherol ) Selling Scheme When Michelangelo’s foremost started back so. it was one of the first dress shop eating houses in the Singapore F & A ; B industry so at that place was the challenge to convey high quality. good service nutrient at low-cost monetary values to the client. Michelangelo’s has adopted a distinction scheme in supplying the best quality nutrient every bit good as the best service. Mr Sanelli stresses that with these two ends in topographic point. it led to the success of Michelangelo’s today. A list of the awards they garnered can establish in Appendix 3. In the country of nutrient quality. Mr Sanelli stresses the importance of holding dependable providers to give him the freshest nutrient. To make so. the relationship between client and provider is indispensable. One manner of maintaining the relationship amicable is to pay them duly. Besides that he believes in honestness and being loyal to his providers alternatively of ever sourcing for new providers who might offer them particular trades.

This has made Michelangelo’s really popular with its providers and a house established relationship is paved. The executive chef is besides responsible in guaranting that the quality of nutrient is maintained. The executive chef is besides given the authorization to make and choose the “Specials” for each twenty-four hours. This system is flexible because it allows for new inventions to be added now and so. . The servers introduce the ” Specials” and normally. it goes through a “pilot test” of three darks. The “Specials” are non a gambit to “get rid” of ingredients. Alternatively. it is the exact antonym. “Specials” are normally more expensive and necessitate more clip and attempt to do.

Mr. Sanelli keeps himself near to the clients and listens to their demands. In fact. Mr. Sanelli besides gives his clients his nomadic figure so they can reach him anytime. Customers can specially bespeak for him to cook for them. He tries his best to set up his agendas so as non to let down them. He cooks for anyone. every bit long as it’s within his timing because to him. every client is of import. Michelangelo’s aims to supply the best service to guarantee that clients leave at the terminal of a repast with a feeling of satisfaction. Harmonizing to Mr Sanelli. within the first two old ages of Michelangelo’s start. they did non advance or put any ads in any type of media. A group of clients followed Mr. Sanelli to Michelangelo’s. as they were impressed with his culinary and interpersonal accomplishments. From so on. Michelangelo’s repute was spread entirely by word of oral cavity. When asked about his rivals. Mr. Sanelli said that he prefers to concentrate on running his ain concern than to concentrate on others. By benchmarking against his ain concern alternatively of others. he strives to maintain himself at the head of the nutrient and drink industry.

There have frequently been ailments about the quality of service offered by eating houses recently. As there are exclusions in every instance. Michelangelo’s would be a good illustration. Mr. Sanelli defines client service as non merely being polite but besides understanding the customers’ other needs besides nutrient. He wants his staff to travel all out to delight his invitees and to supply that personal touch which is so deficient in many eating houses of today. One illustration quoted by Mr Sanelli is that he trains his service staff to topographic point parents seeking to eat their repasts with childs and offer to “baby-sit” their childs while their parents complete their repast in peace. The service staff is reminded invariably non to be complacent-for illustration a customer’s demands do non stop at the point when they are served their nutrient. Another good illustration is that if there is a pregnant adult female waiting to be served his servers or waitresses will do certain to give the pregnant lady a place while she waits for her tabular array. As client feedback is really of import to the concern. the staff is encouraged to interact with the clients and receive remarks from them. The good service provided complements the nutrient and makes it a dark of memorable dining experience. At Michelangelo’s. every small item is of import in keeping good service.

For case. spoilt tablecloths must ne’er be reused. spectacless should be unstained and lavatories are ever kept clean. Once a client arrives. iced H2O is served. If it is a busy dark and the orders are taking a spot longer to be served. iced H2O will be replaced as after some clip. the “crunch” in the imperturbability of the iced H2O is “lost” . Sometimes. little pieces of staff of life are given to the clients to hold something light to nibble on while waiting for their repasts. It is this delicate touch in the dining procedure that makes the dining experience a pleasance. Nothing asked by the client is excessively much work for Michelangelo’s every bit long as it can be done. it will be done with the greatest pleasance. Recently. Mr. Sanelli has merely been interviewed and he is in favour of holding a phone-jamming machine so that his invitees will be able to bask their repast in peace. This merely goes to demo Mr. Sanelli’s committedness in conveying about the best ambiance for his invitees. To guarantee his invitees at the eating houses get the best service. Mr. Sanelli merely employs people who show that they can work. He knows that people who are all talk and no

action are non much of an plus to the eating house. Currently. his caput chef has been the lone 1 who is able to run his eating house for him for more than a twelvemonth while the old chefs have non been able to get by with the work load and have left the eating house. Mr. Sanelli listens to feedback from his staff and the ailments if there are any from the clients. and at the same clip. he will be able to decide issues with unhappy clients. He would give the clients a verifier of a free repast on the house. He believes in giving a good feeling to the client and tries his best to delight the clients. As Michelangelo’s specializes in all right dining. the eating house besides carries the widest choice of vinos in South East Asia. dwelling of 1800 different labels and 15000 bottles. Their wine list caters non merely to serious wine fans but besides to those who would wish to larn about vino. In fact. the four eating houses belonging to the spouses boast an amazing 8000 labels of vino. The vino lists are every bit simplified as possible so as first-time clients will non experience “intimidated” and are more comfy with the ordination of vinos.

There are besides wine-tasting Sessionss at Michelangelo’s where guests come to larn more about vino. When asked whether the monetary values of the nutrient and vino are excessively costly. Mr Sanelli strongly feels that they are non. He believes in “value-for-money” and the clients are acquiring great nutrient and quality service with the money they spend. The size of the helping is big and clients can be assured of a fantastic dining experience at the eating house. Mr Sanelli has visited many other eating houses and he noticed that in some topographic points. they choose to function their nutrient in little helpings. with plentifulness of garnishing to “beautify” the nutrient and do it more alluring to eat. Despite making a good ocular consequence for nutrient. Angelo will non compromise “looks” with the chief intent of feeding ; that is. to ease your hungriness. In other words. he feels that helpings have to be moderately big so that clients have a proper repast and they leave the topographic point experiencing full and non every bit hungry as when they came!

Therefore. he does puts in garnishings but the chief accent is that the gustatory sensation fulfils the customers’ outlook of “good food” . Once a twelvemonth. normally on twentieth September. Mr. Sanelli and Mr. Hadley form a large “party” for their invitees as a manner to thank them for their uninterrupted support. A 6course repast is provided free of charge for the invitees. The spouses besides make usage of this chance to present new points to the bill of fare and listen to their guests’ sentiments. Sometimes. it is hard for them to accept new points or spirits as they have been eating at Michelangelo’s for really long and have already grown accustomed to the bill of fare. Every client is like a portion of a large household and this is a fantastic jubilation like an one-year assemblage. This party has become a “tradition” for the eating house and will go on to function as an one-year dainty of their invitees.

( F ) Management of the Restaurant

Michelangelo’s Hierarchy Michael Hadley ( Partner )

Bookkeeping staff Wine similar

Angelo Sanelli ( Partner )

Floor Manager – Assistant Manager – Cashier – Barman – Captain – Waiter / Waitress Executive Chef – Sous Chef – Chef Departe – Cooks – Gomice – Stewards Kitchen StaffStaff Although there is a hierarchy system in the eating house. all the staff dainty each other with regard. Mr. Sanelli wants to do certain everyone has a say in the eating house and listens attentively to all the positions from his staff. For illustration. Executive Chefs are encouraged to come up with “Specials” on a regular basis to add to the bill of fare. Mr. Ahzri. an executive chef at

Sistina. was strongly encouraged by Chef Angelo to fall in a Rice competition. In order to assist him. Chef Angelo will be personally steering him in the art of garnishing. Staff. including the Mr. Sanelli and Mr. Hadley themselves are paid quickly on the 26th of the month. This ensures equal intervention among the staff. Mr. Sanelli does an rating of his staff everyday and he believes that besides giving a wage rise as a manner to actuate his staff. there are many other ways. which could accomplish the same consequence. He might offer the staff a twenty-four hours off if his/her partner might be holding a birthday and even handle them to a repast at his eating house. Besides that. he opens the saloon on occasion to allow his staff have a good drink after a difficult day’s work. Other fringe benefits include excess clip off or the pick of the yearss off. Sometimes. he buys small nowadayss like places or Jerseies for his staff merely to allow them cognize that he cares. All this helps in actuating his staff to work hard for him.

There is good communicating flow between the eating house directors and the executive chefs. As the director and the executive chef have their ain designated work. they try to work manus in manus in functioning the client every bit efficient as possible. A good apprehension between the two is really of import to keep a harmonious relationship between the kitchen staff and the floor staff. The eating house welcomes waiters with small or no experience at all. They are even paid at an attractive rate of S $ 5/hr and this rate will increase consequently with experience. Mr. Sanelli stresses the importance of his service staff. as they are the first people the client interacts with. Hence. he emphasizes on holding honest and hardworking staff.

All the service staff are briefed day-to-day about which tables they will be looking after and during the continuance of their work. they will necessitate to demo clients to their tabular arraies. take orders. opening vino. functioning nutrient. glade tabular arraies and seting new table fabrics on. Hence. all his staff is adequately trained before they are allowed to function clients. The more experient staff normally teaches the new staff. During their first twenty-four hours at work. they are merely required to detect and larn how things are done at the eating house. For the kitchen. executive chefs will be after the following day’s bill of fare. ( with the basic: 1 soup. 1 appetiser. 1 salad. 1 hot starting motor and 1 pasta ) so that the clients will able to order them. Restaurant directors will hold to set up the tabular arraies and cutter good ahead. Waiters are besides expected to cognize the day’s specials and supply information on the points on the bill of fare and wine list to the clients. Both local and foreign workers are employed at Michelangelo’s. Sistina and Original Sin.

Suppliers Supply of quality nutrient is really of import for eating houses. particularly for Michelangelo’s where freshness is a must. To guarantee that they have the best monetary value. yet non compromising quality. the eating houses have to set up really good supplier-customer relationships. They believe that one of the best ways to maintain up with such a relationship is to pay the providers quickly.

Decisions that have to be made mundane A twenty-four hours at Michelangelo’s can get down every bit early as 7 or 8 am in the forenoon. Suppliers will get down conveying in their merchandises to the eating house. Around that clip. the eating house will be cleaned up. for illustration the Windowss to be wiped and the floor to be mopped. The eating house so is prepared for the afternoon tiffin crowd. Lunch at Michelangelo’s ends at 2pm and the eating house is closed from 2pm boulder clay about 6pm before they open once more for the dinner crowd. Before each repast. the service staff is briefed on the day-to-day specials so they will cognize when asked by the invitees. The service staff will besides be assigned to the tabular arraies that they will be functioning. For the kitchen staff. a batch of nutrient has to be prepared beforehand so there is batch of work to make excessively. As the last client foliages and this could be approximately 12am in the forenoon. the tabular arraies and chairs are stacked up and the dishes are washed.

Problems / Weaknesses / Competitors Situated at # 01-60 Chip Bee Gardens. Michelangelo’s is merely able to suit 65 people while Sistina and Original Sin are able to suit up to 75 people. Despite the limited infinite. many a clip. tabular arraies have to be kept as there are deficient waiters to provide to the clients. In Singapore. good waiters are highly difficult to happen. This is most likely due to the people’s perceptual experience of this rubric. As a consequence. foreign labour is employed. This gives rise to much more paper work and levy to be paid. The present landlord has besides imposed limitations on how the out-of-door tabular arraies should be arranged. This creates extra work for the waiters to travel the tabular arraies in and out. Besides Sistina. there is besides an Italian eating house functioning similar nutrient. This creates some competition. Chef Angelo nevertheless is non at all concerned ; he feels that one should concentrate on its ain direction instead than to happen out what others are making.

Fiscal Facts Mr. Hadley and Mr. Sanelli invested about $ 390. 000 to get down up the eating house Michelangelo’s. With the money. they took over a company and so under its name opened up Michelangelo’s. The $ 390. 000 besides includes the cost of purchasing all the necessary equipment and the redevelopment of the eating house. Michelangelo’s had been doing a net income since their first month and harmonizing to Mr. Sanelli. they have been able to gain back their capital in 6 months clip. However. there are tonss of hidden costs included in running a eating house. For illustration a glass could be $ 3. 80 each. Every twenty-four hours. there could be incidents of breakage and this could add up to a brawny sum of money. Besides that. there is besides a company physician hired to look after the public assistance of the staff and offering the staff free intervention. There is besides a laundry cost of approximately $ 500 a month as Michelangelo’s alterations tablecloths every clip new invitees are seated.

Wagess make up 20 % of the gross of the eating house. Food costs up to 30 % of the gross of the eating house. Insurance. rent and the assorted costs takes up another 20 % of the eating house. Hence. Michelangelo’s makes a net income of approximately 30 % The monthly gross of Michelangelo’s averaged among the months of the twelvemonth comes up to $ 250. 000

( G ) Plans for the Future

The nutrient industry in Singapore has seen enormous growing and development over the last few old ages. Growth is expected to go on and estimates suggest that the nutrient market in Singapore will turn by more than 5 % for at least the following three old ages. Mr. Sanelli’s plans for the hereafter are to ain 12 different successful eating houses and chefs having concern portions in the eating houses. He besides aims to put up a school for F & A ; B ; learning people who are interested in cooking and puting up a eating house. He personally feels that in Singapore. most people tend to see a waiter’s occupation as something you work as if you can’t stand out in your surveies. However. he thinks otherwise. Everything has to get down from abrasion ; if you have a dream of puting up your ain eating house in future. you must get down to larn the ropes of the trade from the lowest degree of the hierarchy—as a server. Mr. Sanelli’s concern end is to follow through what he believes in and one time the eating house is unfastened for concern. it belongs to his clients. He sets a good illustration for his staff by being friendly to his clients and offering them individualized services to do them experience comfy and relaxed during their repasts.

Michelangelo’s makes a uninterrupted attempt in keeping good relationship with its clients. Training of its staff will be upgraded in order to function the frequenters to the best of their ability. Even though many new eating houses are being set up in Singapore every twelvemonth. Michelangelo’s is confident that with great-tasting nutrient and first-class service. it can go on to keep its competitory border in the F & A ; B industry. Regardless of its providers. clients or even its staff. Mr Sanelli feels that a handshaking is more of import than anything else. By keeping good relationships with providers. client satisfaction and keeping harmoniousness among staff. the mentality is positive. The combination of these three countries have been good integrated to convey Michelangelo’s to what it is today and this will travel the eating house to greater highs in the new millenary. Harmonizing to the Singapore Food Industries’ latest one-year study. the local nutrient industry is estimated to be $ 3. 4 billion a twelvemonth. However due to down stock market sentiment. eating houses like Michelangelo’s could be affected as dining out is seen as a luxury. and is indulged in when people have the trim hard currency. However. Mr. Sanelli believes that the industry is making great and his eating house will be able to surge over this without important jobs.

( H ) Remarks by Customers “Seldom. I went Michelangelo’s one time with my ex-girlfriend two old ages back. A comparatively nice eating house I would say…” Cheong Wei Khun. NTU Acc3 pupil “The nutrient is truly great at Sistina! Helpings are generous and staff are friendly. ” Amy Toh. Histories Exec

”I have seen 8 on the Bay. It’s at Kallang. someplace near the Singapore Indoor Stadium. My household frequently eat at the Thai Sharksfin Village besides it. It looks pretty posh. I will likely give it a attempt in the close hereafter. ” Joanne Ng. Auditor “I have heard of 8 on the Bay. In fact. I have $ 20 nutrient verifier at 8 on the Bay when I purchased my handphone last hebdomad. I will decidedly travel at that place after my exams…” Marcus Lee. NTU Eng Yr4 “Michelangelo’s has a really nice atmosphere and the topographic point is really tastily done. ” Winnie Yen. 20. NUS Arts & A ; Social Science pupil “I have been to 8 on the Bay rather a few times with my concern associates and friends. The wine list is truly impressive. The ornament was really classy as good. ” Ho Kiat Peng. 35. Gross saless Manager “The service at Michelangelo’s is really good. It is my topographic point of pick when I merely want to hold a good repast after a difficult day’s work. I feel wholly at easiness and comfy there…” Stacy Low. 24. Insurance agent “This topographic point was recommended by my friend and as I was around this country. I decided to drop by. The food’s good. the service’s great. what else can I state? I would decidedly come once more! ” Margaret Tan. 43. Teacher

( I ) Appendices Appendix 1 Let’s start the interview by happening out about the adult male behind Michelangelo’s 1. 2. 3. 4. 5. 6. What is your full name? Which state make you come from? When did you come to Singapore? Why? Why did you take to get down your concern in Singapore? Why do you desire to get down your ain concern? Was get downing a concern your aspiration since immature? If yes. why? If non. what had caused you to do this determination? 7. What was your business before you started your concern? 8. Why did you make up one’s mind to venture into the F & A ; B industry? 9. How did you obtain the capital to get down your concern? 10. State us more about yourself ; how do you believe your personality constitutes to you get downing your ain concern? ( eg. Determined. good judgement…. ) 11. Be your household supportive of your determination to get down the concern? 12. Make you believe there are any forfeits that you made because of the concern?

Michelangelo’s background 1. 2. 3. 4. Could you state us more about the background of Michelangelo’s? What twelvemonth did Michelangelo’s really get down concern? How did the construct of “Michelangelo’s” come about? Is Michelangelo’s a typical Italian eating house? Are at that place any alterations in the nutrient to accommodate the Singaporean gustatory sensations? 5. Did you conduct any selling research before you started the eating house? 6. What factors made you to take Holland Village as the location of your eating house? 7. What were some of the troubles that you faced at the start-up phase of the concern? 8. How did you travel about get the better ofing them? 9. How long did it take for your concern to “break-even” ? 10. So far has Michelangelo’s won any awards?

The whole construct of Michelangelo’s 1. What is your business’s end? 2. How make you travel about pulling clients to your eating house? Could you tell us about any selling activities that you have done before? 3. What do you believe is the “selling point” of Michelangelo’s? 4. How do you keep a competitory border over other eating houses? 5. How do you pull off your client base? How make you maintain yourself updated with their changing gustatory sensations and penchants? 6. Could we cognize more about your organizational construction? 7. It costs more to pull a new client than to maintain an bing one and client keeping seems to be instead of import. Do you hold any selling scheme to retain your exist clients every bit good as attract possible 1s? 8. How would you depict a typical or regular client at your eating house? 9. What factors constitute to the design of the eating house? ( eg. layout of eating house. usage of illuming. usage of colorss ) 10. What is the ground for you taking the sort of atmosphere for your eating house? What sort of feelings and experience do you desire your clients to hold? Why? 11. What do you desire Michelangelo’s to be known for? Why? 12. How did you come up with the bill of fare? 13. How did you travel about puting the monetary values for your nutrient and vino? 14. Ever since the gap of the eating house. has anything been added to the bill of fare? If no. would you present more points in the bill of fare? 15. Why do you take to stress on your wine list among all other points in the bill of fare?

The running of Michelangelo’s 1. State us about the concern procedure. What is a typical twenty-four hours at the eating house like? What determinations do you have to do day-to-day? 2. How many staff do you necessitate?

3. Make you hold any set of standards when engaging your employees? 4. How do you depute duty? Do you hold to be about mundane to guarantee the smooth running of the concern? 5. How do you actuate your employees? 6. How do you specify client satisfaction? 7. Fine dining requires your servers and waitresses to be good trained in every item. How make you travel about developing them to supply the best service? 8. Make you develop your chefs? 9. How do you guarantee that every client gets the best service and best nutrient? 10. Make you hold any feedback/complaint system for your clients to show their remarks? How do you utilize this tool for betterment? 11. Are you able to acquire your supplies easy in Singapore? 12. Make you confront any jobs with the providers? 13. What do you comprehend to be your “weaknesses” ? ( eg. Hiring employees. jobs with suppliers…. ) Which country do you believe Michelangelo needs betterment in?

Looking into the future 1. What is the hereafter for Michelangelo’s in 5 old ages clip? 2. Who do you believe are your chief rivals? 3. What do you believe of the F & A ; B industry in Singapore? How has it changed every bit compared to the clip you foremost started out? 4. There are many Italian eating houses in Singapore and may be increasing in the close hereafter as many people see the F & A ; B industry as moneymaking due to Singapore being called the ” Food & A ; Shopping Paradise” . Make you see this as a menace or a challenge? Why? 5. Many organisations are following the “dot. com” tendency. Do you hold an online site? Would you see bringing services? 6. What do you believe are some of the possible jobs that Michelangelo’s may confront in the hereafter? 7. How do you be after to get the better of them. particularly since the F & A ; B industry is spread outing quickly in Singapore? 8. What are some of the of import lessons that you have learnt while get downing your concern? 9. What advice would you give to person thought of come ining the F & A ; B industry? 10. Have you of all time thought of farther spread outing your concern? Will we see a Michelangelo’s 2 in the E? Or possibly in the part?

Appendix 2 Customers 1. How frequent do you see Michelangelo’s. Sistina Pizzeria. Orignal Sin or 8 on the bay? 2. What is your feeling of the eating house ( s ) ?

Potential Customers 1. Have you heard about the eating house Michelangelo’s. Sistina Pizzeria. Original Sin or 8 on the Bay? 2. If yes. how did you hear of it/them? 3. Will you give it a attempt in the close hereafter?