DIE REISE

Final Project

22 DE FEBRERO DE 2023
GROUP: THE BISS

- Clara Navajo
- Emma Vázquez
- Ana Vergara
- Elisa Wang
Index
1. NAME OF THE ROOFTOP AND HEADLINE ............................................................ 2

2. STORYTELLING OF THE BAR NAME ..................................................................... 2

3. CONCEPT EXPLANATION .................................................................................... 2

4. CREATIVITY, CREDIBILITY, AND CONSISTENCY .................................................... 3

5. BAR MENUS AND CRITERIA FOR THE DECISIONS ................................................. 3

6. EXPLAIN THE SPACE/LAYOUT AND CRITERIA FOR THE DECISIONS ....................... 5

7. THE STRATEGY FOR CAPTURING GUESTS FROM OUTSIDE OF THE HOTEL ............ 7

8. EXPLAIN THE PROFITABILITY AND HOW ARE WE ACHIEVING IT .......................... 8

1. NAME OF THE ROOFTOP AND HEADLINE

NAME: DIE REISE

HEADLINE: “Take care of yourself and eat the world”

2. STORYTELLING OF THE BAR NAME

Our chef, who grew up in a German family. He has always been interested in discovering
the world and tasting dishes from other cultures. So, at the age of 21, he traveled more
than half of the world, getting to know and learning from different cultures. For this reason,
the chef decided to transmit all his experiences, combining flavors and unique sensations,
in the city of Madrid for the great cultural variety that exists. This is the origin of the name
Die Reise, a journey through the world and cultures.

3. CONCEPT EXPLANATION

The leading principle of our terrace is influenced by the journey that the chef makes around
the world trying different cultures and rescuing those traditional dishes that are lost over
time due to new modifications and cooking techniques. From this, our restaurant is inspired
to make a trip around the world, where we try to recover the traditional but always taking
into account the trend of personal care, the search for healthy.

From this theme, the style of decoration is consolidated. A more simple, warm and cozy
decoration, highlighting cream colors and an elegant style, where customers can quietly
enjoy their food and cocktails with good views of the city and tranquility as if they were at
home or having moments of harmony and space for oneself. So the music will also be
classical and relaxing. The restaurant will be centrally located to attract as many cultures as
possible and to create a good view.

As for the market, it will be aimed at customers with a medium-high level of acquisition on
the food side. On the beverage side it will have more standard and affordable prices for a
wider public.

As for the conceptual pillars, our main pillars are food and beverage as the main product of
our business, service in order to provide the right experience to customers for better
customer acquisition, location as an advantage and power to attract more customers, and
the design of the dishes breaks and creates a greater impact on customers by the contrast
of something traditional with elegant shape
4. CREATIVITY, CREDIBILITY, AND CONSISTENCY

In terms of creativity, the traditional dishes are presented in a more elegant way which
creates a greater impact on customers, as well as containing a wide variety of products
which are also healthy dishes. It also differs from many of the establishments in which the
environment in which they take a cocktail is quite noisy, with loud music and more modern,
preventing to take advantage of the environment, views and tranquility.

Brand and restaurant consistency will be based primarily on excellent customer service,
where you train your staff to provide specific and detailed service to ensure that customers
receive a consistent experience.

Also, consistency in customer quality. Using fresh and local ingredients in all dishes to
enhance the customer's dining experience and reduce costs. And consistency in menu
variety, offering a variety of dishes to ensure that customers always have options to choose
from.

And in the place of credibility. Being a rooftop where the aim is to transmit those traditional
flavors in a healthy way and in a more relaxed environment. The establishment will have to
create those values that make them more credible. Being for example, the elegant and
traditional decoration of the restaurant with light tones, a relaxing classical music and as for
the menu, the use of fresh and local products to bring more quality to the dishes.

5. BAR MENUS AND CRITERIA FOR THE DECISIONS

The criteria for the choice of dishes are mainly based on the tradition of a culture, where
the variety of popular and lesser-known dishes from different cultures is of great importance.
We try to capture the Latin American, the European and the Asian. These are typical and at
the same time mostly healthy dishes. The same goes for the drinks, all the cocktails chosen
on the menu are the most classic and best known, hence the emphasis on the traditional.
Therefore, we try to guarantee the variety of our products as well as the prices so that our
customers have sufficient margin of choice.

In addition, the names of the dishes are modified and have a more mysterious touch to
capture the attention and curiosity of the customers. These names are the result of different
languages according to the origin of the dish. As for example Tang Spring, which are spring
rolls, the origin of the name comes from the creation of this dish, which were invented in
the Tang Dynasty.
6. EXPLAIN THE SPACE/LAYOUT AND CRITERIA FOR THE
DECISIONS

The bar is located on the top floor of a building, which has windows surrounding the entire
floor, starting from the station near the staff entrance to the customer entrance, thus
covering practically the entire terrace.

The terrace contains three high tables at the back of the restaurant with seating for 4 people
at each table. In the center of the room there are the tables destined mainly to the meals
with a maximum of 4 people. On both sides, there are armchairs for up to 8 people. On the
other hand, there are also places for 16 people along the bar.

To facilitate the work, two stations are placed in each corner of the restaurant so that they
can be more efficient when moving and taking any material such as cutlery or plates. In
addition, the employees have a door where they can pass to remove all the dishes or to
deposit the dirty dishes in the office, which with a simple wipe by the dish boy is sent by the
forklift to the central silverware.
The kitchen is located behind the bar. The food from the bar is taken through the bar window
and the food going to the restaurant is taken through the doors designated for this type of
service.

It consists of seven stations for different types of food to be served such as a cold plate area,
a steaming area, a grill area, a frying area, a fridge, a cooler, a refrigerator. The forklift which
is situated in a corner can also be used to bring down dirty plates or glasses.

Talking about traceability, it can be seen that from the door where the waiters enter the
restaurant, the food goes from there to the table where it is plated up to the forklift. Each
chef who is specialized in one of the types of cuisine moves from his own station to the
plating table, to wash the utensils, fridge, refrigerator and finally the window through which
the dishes are passed especially for the bar (appetizers, tapas, etc...).
 At the bar, tapas and drinks will be served at the moon-shaped table with a panoramic
view of the restaurant, for 16 guests. The bar is formed by a door where you can go in and
out of the bar, there is also a door to enter the kitchen. The window is to be able to collect
the tapas and appetizers to be served. It has a coffee machine, a fridge for drinks, a
machine to clean the variety of glasses and glasses, an area for glasses and a beer area.

The traceability would be from the glass inventory area to the drink preparation area and
then to the bar. Afterwards, it is also important to pay attention to the window through
which the aperitifs or tapas are served.

7. THE STRATEGY FOR CAPTURING GUESTS FROM OUTSIDE OF

THE HOTEL

To capture the attention of our target customer niche, it is essential to use digital
marketing, where we can create new ads with special packages to attract more new
customers and invite them to get to know us through social networks and positioning on
websites. In short, optimizing our establishment by first creating notoriety and brand
presence is the first step to reach target customers.

To do this, through social networks, you have to transmit your type of product, the quality
you offer, the values of the company and above all, what makes you different and unique
from other restaurants.
 As mentioned above, the most prominent marketing strategies nowadays are the
networks, which are instantaneous. However, you must be careful about the time slot in
which you publish and the type of content you are going to share, since being
instantaneous, a bad publication can damage the image of the brand.

In turn, as marketing strategies, you can make collaborations with brands or institutions
to create more attractive products and in turn get publicity for your brand.

In relation to social networks, as mentioned above, it is a very powerful tool. However,

you have to choose well the social networks, since different networks have different types
of audiences.

8. EXPLAIN THE PROFITABILITY AND HOW ARE WE ACHIEVING IT

The rooftop bar has a total of 14 employees. In the kitchen there is 1 dishwasher, 3 cooks
and 1 executive chef. As for the wait staff, they are formed by 3 bartenders, 4 waiters and
two room supervisors.

All these employees are part of the permanent staff for all seasons, however, in cases of
high seasons, temporary contracts will be used and relied upon, and in unforeseen days
with high peaks of demand due to some unexpected event will be managed by the ETTs.
A good employee strategy provides greater motivation and employee empowerment. So,
in an employee strategy, certain values must be taken into account. Employees' opinions
and recognition for their work must be taken into account.

Based on this, strategies are created to promote employee motivation and efficiency.
Some of the strategies can be:

- Training of new or temporary employees to assimilate the company's history and values.

- Incentives at the time of product sales, such as commissions per percentage increase in
demand for the restaurant.

- External group activities to encourage teamwork and internal bonding.

The average expenditure per person during breakfast is 0, since the rooftop is open from
1:00 p.m., so it does not offer breakfast service. During lunch, the average ticket per
person is €30, mainly on weekdays, with higher spending estimated on weekends. At
snack time, the average is €25, since during that time, most people tend to consume only
drinks and snacks. On the other hand, at dinner time, we estimate a higher average of €50,
since at that time customers are more willing to spend.

The average expenditure on beverages is €30 because we expect two drinks per person,
especially during nights and weekends.
To calculate the annual Revpash, we take into account the maximum capacity that the
establishment can support in a two-year period, taking into account the chair turnover
rate.

Once this calculation has been made, it is calculated and distributed in proportion to the
weight of the different services. From the data of the number of people estimated to be
in each service, it will be multiplied by the average expenditure in each meal slot.

To calculate the revpash we divide the total revenue by the maximum number of
customers you have per year.

In conclusion the hotel's profitability is between 15% and 20%. To achieve this, we will
control the cost of personnel and maximize sales through social networks and
collaboration with brands or people that represent or are close to our values, especially
personal care and healthy products.