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Brand Communication and Strategic Analysis of Menus in Fine Dining Restaurants in Hotel Management
Abstract
Considering hotel management as an ecosystem and food & beverage management being one of its subsystems, described as the most technical and complex, it is correct to state that these characteristics determine the need for more scientific, constant and contemporary study. In this chapter, we apply a menu analysis to a fine dining restaurant – food section – using the case study methodology, using the Omnes system, Miller, Kasavana & Smith and Pavesic models, using a matrix adapted and developed for this purpose. The aim is to understand the role that marketing and physical evidence play in the strategic Analysis of Menus in Fine Dining Restaurants. The conclusions list the results obtained and indicate proposals for improvement, through models and supervision instruments that will condition the strategic orientation and management of the establishment under evaluation. From an interdisciplinary perspective, the chapter presents insights for hotel services marketing and strategic menu management.
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