Subject Title International Restaurant Concepts
Subject Code HOS303A
Assessment Title Case Study
Graduate Capabilities • Professional Expertise
• Innovative Problem Solving
• Technology and Information Literacy
Learning Outcome/s (found in the Subject Outline) a. Explain the relationship between concept and markets
b. Evaluate the factors when choosing a restaurant’s location
c. Assess principles of design, layout and equipping of facilities
d. Predict a variety of risks within the Restaurant concept
Assessment type Individual
Weighting % 35%
Word count 2000 words (+/-10%)
Due day Week 8: Sunday at 11.55pm
Submission type Turnitin ?
Layout
ICMS Cover Page ?
Case Study Question 1 ?
Case Study Question 2 ?
Case Study Question 3 ?
*Use subheadings in each section as you see fit to focus your content
Reference List ?
Appendices (optional) ?
Case Study See below.
Assessment instructions
The highly respected restaurateur, Mourad Mazouz is now looking to expand his portfolio further afield and is considering a venue in Malibu, California US.
Based on the information within the case study, the “Pearls of Wisdom” series and your own research, demonstrate sound reasoning and evidence to address the following:
1. Recommend which of Mourad Mououz’s restaurant concepts would work best in the specified area and ensure to recommend tweaks that could be made to satisfy the demographic.
*Remember, this subject is about restaurant concepts so if you decide one of the bar concepts has potential, you need to explain how this can be adapted as a food focussed venue.
2. Compose a design outline and mood board for your recommended concept in Question 1. Include any specialised equipment to satisfy requirements and an overview of the layout and facilities. Examples: a Josper charcoal oven, open plan kitchen, outdoor terrace, art pieces, children’s play area etc. Apply the theory we have covered in class in your answer.
* To gain an understanding of the aesthetics and design, it is recommended you review the Instagram profiles in the Useful Links below.
3. Create a detailed SWOT analysis of your recommendation in the area. Clearly state the risks and opportunities in the new location reinforced by statistics and research. It is recommended you present this content in a table or diagram to be succinct.
*This assessment does not require essay style answers. Use appropriate subheadings, tables, graphs and diagrams to focus your content.
Readings for the assessment
• Birchfield, J. C. (2008). Design and Layout of Foodservice Facilities: Vol. 3rd ed. Wiley.
• Ghiselli, R. F., Lee, J.-E., & Almanza, B. (2014). Foodservice Design: Assessing the Importance of Physical Features to Older Consumers.
Journal of Foodservice Business Research, 17(4), 323–335
• Plunkett, D., & Reid, O. (2013). Detail in Contemporary Bar and Restaurant Design. Laurence King Publishing.
• * Global Restaurant Investment Forum (2020, March 23). The art of constant evolution [video file]. Retrieved from https://www.youtube.com/watch?v=MAvnoQRg_kM
• Yang, Y., Roehl, W. S., & Huang, J.-H. (2017). Understanding and projecting the restaurantscape: The influence of neighborhood sociodemographic characteristics on restaurant location. International Journal of Hospitality Management, 67, 33–45.
Useful
• Almaz By Momo [@ almazbymomo]. (n.d.) Posts [Instagram profile]. Retrieved April, 29, 2020 from
https://www.instagram.com/almazbymomo/?hl=en
• United States of America (2018), United States Census Bureau. Retrieved from
https://data.census.gov/cedsci/profile?q=United%20States&g=01000
00US&tid=ACSDP1Y2018.DP05
• Andy Wahloo [andy_wahloo]. (n.d.) Posts [Instagram profile]. Retrieved April, 29, 2020 from
https://www.instagram.com/andy_wahloo/?hl=en
• Hassan Hajjaj [@hassanhajjaj_larache]. (n.d). Posts [Instagram Profile] Retrieved April, 29, 2020 from
https://www.instagram.com/hassanhajjaj_larache/?hl=en
• Kwãnt [@kwantlondon]. (n.d.) Posts [Instagram profile]. Retrieved April, 29, 2020 from https://www.instagram.com/KwantLondon/?hl=en
• Le404 [@restaurant404]. (n.d.) Posts [Instagram Profile]. Rerieved May 11 2020 from https://www.instagram.com/restaurant404/
• MoDiner [@modinerlondon]. (n.d.) Posts [Instagram profile]. Retrieved April, 29, 2020 from
https://www.instagram.com/ModinerLondon/?hl=en
• Momo [@momolondon]. (n.d.). Posts [Instagram profile]. Retrieved April, 29, 2020 from https://www.instagram.com/momolondon/?hl=en
• Sketch [@sketchlondon]. (n.d.). Posts [Instagram profile]. Retrieved April, 29, 2020 from https://www.instagram.com/sketchlondon/?hl=en
•
Please also refer to the Resources Block in Moodle and demonstrate your own independent research.
Grading Criteria / Rubric Please see below.
Case Study Paris
Mourad Mazouz is a renowned Algerian born restaurateur. He opened his first venue in Paris in 1988 - a bistro known as “Au Bascou”. A mere couple of years after its conception, the venue received the accolade of “Bistro of the Year”, a great accolade in this competitive gastronomic city (“Speaker Profile: Mourad Mazouz”, 2020, para. 1).
In 1990, he opened the restaurant “404” in the chic and rowdy Paris district of Le Marais. To this day, 404 is an institution that is still fresh and modern (Baidawi, 2020, para. 7). The name is riff on the diaspora of North Africans arriving in France, in Mazouz’s mind all the immigrants arrived in a ‘Peugeot 404’, at the time a popular model of car across North Africa (M. Mazouz, personal communication, May 22, 2020).
In France at the time, and to some extent even now, North African restaurants were viewed as only serving traditional North African cuisine - couscous and tagines. He wanted something that reflected his roots, still serving those traditional dishes but to elevate the offering; more of its time - cooler, sexier and modern compared to his contemporaries. More recently, the venue can be experienced with its next-door cocktail bar, “Andy Wahloo”.
“Andy Wahloo”, a clever play on words in North African Berber meaning “I have nothing” is a nod to the Pop Art design of the venue itself and the famous Pop Art artist, Andy Warhol. The bar was originally designed to allow people to sit and have a drink whilst waiting for a table at the 404. This bar first opened in 2004 and had a revamp in 2013 refreshing the kitsch design, including neon pink lights spelling out the name of the fictitious character the bar is based around. Mazouz teamed up with Hassan Hajjaj, a London based Moroccan artist for the design revamp of Andy Wahloo.
Hajjaj is heavily influenced by the club, hip-hop, and reggae scenes of London as well as by his North African heritage. His work includes installations, fashion, interior design and furniture made from recycled utilitarian objects from North Africa, such as upturned Coca-Cola crates as stools and aluminium cans turned into lamps. His design aesthetic works perfectly at Andy Wahloo (Hassan Hajjaj & Mourad Mazouz Join Forces to create a Moroccan inspired Pop Up Bar, 2018, para. 2).
London
Mazouz moved to London in the late 90s and opened the critically acclaimed North African restaurant “Momo”. The restaurant was the place to be and in its early days hosted a plethora of ‘A List’ celebrities including a birthday party for Madonna. Naturally, it received a lot of publicity due to its clientele and this put a spotlight on the venue. The restaurant commanded an air of exclusivity and this was further bolstered by the addition of special Momo keyrings that gave access to a members-only basement bar, where decadent parties took place (McCoy, 2019, para 2).
Momo restaurant is situated on Heddon Street in London, this falls within the wealthy Mayfair district and just tucked away in a small, quaint street; just off the posher Regent Street shopping area. Mayfair has over 5,100 permanent residents from more than 42 nationalities and the highest representation of the residents sits in the 30-44 years of age category. This part of the city also boasts London's largest concentration of luxury hotels and restaurants. Rents are among the highest not only in London, but in the world (City of Westminster, 2018, p.2).
One particular demographic very drawn to this restaurant is wealthy Arab visitors. Although tourists from the oil-rich United Arab Emirates, Kuwait, Saudi Arabia and Qatar make up only a small percentage of total visits to the UK, compared with their counterparts from the U.S. and Europe, they are lavish spenders. Figures show that Middle Eastern tourists ranked just 19th in terms of visitor numbers but were high yielding tourists in 2014 as they were second in total spend of £888 million (Hui, 2015, para. 5).
The décor and menu offering have remained largely consistent since it first opened. Despite a recent refresh in 2019 (McCoy, 2019, para. 4), the décor is that of an elegant and eclectic North African souk. The space consists of brass trays, burnished terracotta and vibrant blue accents. Meanwhile the lighting is dimmed and at varied levels for a diffused effect and Moroccan lanterns disperse different colours. A luscious and secluded garden space with tables on the terrace. The venue has retained a unique offering and a lasting point of difference throughout the years.
The original basement bar beneath Momo relaunched in 2019 to great acclaim teaming up with award winning mixologist Erik Lorincz. Lorincz made his name at the Savoy's American Bar, propelling it to the top space in the World's Best Bars. This new venture coming in at number 47 of the World’s 50 Best Bars in 2019 within five months of opening (Kwant, n.d.). “Kwãnt”, pronounced quaint, has a cream lounge, bamboo ceilings and palms evoking the 1940s classic Casablanca era all put together by top French-American interior Designer Bambi Sloan (Hanly, 2019, para. 3). Experimental drinks using fermented pineapple and spirulina served in fine glassware, served by white-jacketed professional staff. The food offering consists of classics with a Maghrebi twist such as oysters with tahini, smoky foie gras and scallop carpaccio with cauliflower tabbouleh.
In the same year, and set right next door to Momo, Mazouz created a diner called “MO Diner” after reading an article in the NYT about the slow death of diners; “It made me think how these were popular canteens with an extensive menu – and always a warm familiar feeling when entering” (Baidawi, 2020, para. 13). The menu is a fusion of North Africa, the Med, and Los Angeles: hash browns with pomegranate and brown sauce, Berber pancakes, and bouillabaisse, served throughout the day. The design consists of yellow handmade Moroccan tiles, beachy wicker baskets lined in palm-print fabric whilst the lights along the bar are those found in the French “TGV” trains. The diner nods not only to his Algerian roots but to the classic French brasserie, with yellow glass screens between the booths that line one wall, and a row of framed mirrors (Roux, 2020, para. 7).
Mazouz’s most iconic venues launched over a decade earlier. In 2005, the restaurateur launched “Sketch”, merely a stone’s throw away from his first London venue in Mayfair. At the time, it was very much a disrupter on the London fine dining landscape - the design was so out there. Many fine dining restaurants at the time were very “vanilla” in their décor and lacked personality. In contrast, this place injected colour and a sense of fun. In Mazouz’s words, he wanted “to provoke” (Prince, 2018, para. 7). The venue is admired for its design elements - in 2018 was nominated by GQ for Best Interior category in their Food And Drink Awards (Prince, 2018, para. 1) and is often frequented by influencers sharing their dining experiences on their platforms.
He joined forces with Michelin-starred chef Pierre Gagnaire and introduced a uniquely designed all day dining room. However, Sketch was not accepted by the critics at first (Jaques, 2013, para. 6). This was partly due to the immense hype surrounding the launch, along with what was deemed an extremely frustrating and overly engineered booking website, accompanied by an extreme air of pretentiousness when the venue was launched (Haler,2005).
The food has been highly rated and whilst Mazouz is no stranger to accolades, the now iconic Sketch was the only restaurant in the UK to move up from two Michelin stars to the coveted three in 2019, making him the first African restaurateur to receive three Michelin stars (Kaabi, 2019, para 1). For a cutting-edge restaurant that’s now well over a decade old, it remains a “must see” dining attraction in London and there are calls to see a Sketch outpost in Dubai (Kerr, 2019).
The Middle East
Whilst Mazouz hasn’t yet introduced Sketch to Dubai, he has established a restaurant concept in the Middle East. His first foray was in Beirut, Lebanon. Beirut had a thriving culinary scene in the 2000s. Whilst the restaurant worked at first, the war had made things difficult. Lots of regulars left and there were no tourists. This inevitably took its toll and the venue closed (Lutrario, 2014, para. 10).
Undeterred, and having observed the popularity amongst his Middle Eastern clientele at Momo in London, he saw the opportunity to expand further afield. Mazouz adapted the Momo concept and gave birth to “Almaz by Momo” - 'Almaz' meaning diamond in Arabic. The aim was to balance tradition with modernity, and the menu is a mix of Maghrebi style of cuisine, Lebanese and modern dishes, which are not always Arabic (Saeed, 2014, para. 4) and reflect the myriad of cultures represented in the region (United Arab Emirates Population Statistics, 2020). As in all United Arab Emirates restaurants, no alcohol is served, and the concept is targeted predominantly to families.
The décor of these venues includes a starry sky ceiling with Moroccan lamps hanging low over brass trays and low, embossed metal tables in keeping with the theme. Described as comfortable, these venues effectively blended North African craftsmanship with a contemporary edge (Long, 2016, para. 2). The style is described as decorative, vibrant and intricate. The Abu Dhabi restaurant, in the heart of the financial district, opens up to a shisha cafe, which is housed in a covered terrace. This is accessed through large glass bays letting in natural light and provide views of the cityscape (Sherry, 2014, para. 6).
Summary
Mazouz is someone that is drawn to arts and culture, noted for his hospitality passion, human insight and perfectionism. He thrives working on restaurant and brand design, often analysing how a business will survive when the fashion moment passes - something he admits to spending hours brainstorming over coffee in London (Singleton, 2020). Mazouz has the luxury afforded to few in that he’s his own shareholder, he will design and open when he’s ready and not before. He will look through a microscopic lens at the business ensuring everything his guest will see, feel and remember are perfectly orchestrated. All his concepts have a striking style and timelessness. All his venues are design, theatre and experience driven - whilst they may all be different, at their core remains the sense of theatre, design and stimulation of the senses.
References
• Baidawi, A. (2020, March 1), The Eternal Hype Of Restaurateur, Mourad Mazouz, GQ Middle East, Retrieved from https://www.gqmiddleeast.com/travel-eats/the-eternal-hype-of-restaurateur-mourad-mazouz
• Bellwood, O. (2020, January 14). Most exciting bar openings of 2019. The spirit Business. Retrieved from https://www.thespiritsbusiness.com/2020/01/most-exciting-bar-openings-of-2019/
• City of Westminster (2018). West End Ward Profile 2018. Retrieved from https://www.westminster.gov.uk/sites/default/files/west-end-wardprofile.pdf
• Hanly, G. (2019, May 22). Kwant is a hot new cocktail bar by Erik Lorincz underneath Momo. Hot Dinners. Retrieved from https://hotdinners.com/201905228400/Gastroblog/Latest-news/kwant-cocktail-bar-london-momo-mayfair-eric-lorincz
• Hassan Hajjaj & Mourad Mazouz Join Forces to create a Moroccan inspired Pop Up Bar. (2018, September 25). Something Curated. Retrieved from https://somethingcurated.com/2018/09/25/hassan-hajjaj-mourad-mazouz-join-forces-to-create-a-moroccan-inspired-a-pop-up-bar/
• Hayler, A (2005, March 1), Sketch Gallery Review, Andy Hayler’s Restaurant Guide. Retrieved April 30, 2020 from https://www.andyhayler.com/restaurant/sketch-gallery
• Huda (2020). What Is Iftar During Ramadan? Retrieved from https://www.learnreligions.com/the-ramadan-iftar-the-daily-breaking-of-fast-2004620
• Hui, S. (2015, December 3), London luxury shops welcome wealthy Arabs visiting for a pre-Ramadan shopping spree. Fox News. Retrieved from https://www.foxnews.com/world/london-luxury-shops-welcome-wealthy-arabs-visiting-for-a-pre-ramadan-shopping-spree
• Kaabi, A. (2019, October 10), Mourad Mazouz Becomes First African to Get Three Michelin Stars- The legendary Algerian restauranteur continues to kill it, Mille. Retrieved from https://www.milleworld.com/mourad-mazouz-three-michelin-stars/
• Kerr, E. (2019, September 26), 3 International restaurants we’d love to see open in Dubai. What’s on UAE. Retrieved from https://whatson.ae/2019/09/international-restaurants-wed-love-to-see-in-dubai/
• Kwant (n.d), The World’s 50 Best Bars. Retrieved from https://www.worlds50bestbars.com/the-list/kwant.html
• Long, N. (2016, June 28). Iftar review: Almaz By Momo. Gulf News. Retrieved from https://gulfnews.com/food/iftar-review-almaz-by-momo1.1853946
• Lutario, J (2014, April 3). Mourad Mazouz: Pearls of Wisdom. Big Hospitality. Retrieved from https://www.bighospitality.co.uk/Article/2014/04/04/Mourad-Mazouz-interview-Restaurant-magazine-April-2014
• McCoy, F (2019, March 13). Momo is coming back: The Chiltern Firehouse of the nineties is undergoing a revival. Evening Standard Magazine. Retrieved from https://www.standard.co.uk/lifestyle/esmagazine/momo-restuarant-a4091001.html
• My Life In Food: Mourad Mazouz (2012, June 8), The Independent. Retrieved from https://www.independent.co.uk/life-style/food-anddrink/features/my-life-in-food-mourad-mazouz-7827836.html
• Prince, B (2018, April 19), Is this the best-looking dining room in the UK?, GQ. Retrieved from https://www.gq-magazine.co.uk/article/sketchlondon
• Roux, C. (2020, March 3), The American Diner Gets a Mediterranean Makeover by a Famed London Restaurateur, Surface. Retrieved from https://www.surfacemag.com/articles/mourad-mazouz-mo-diner-london/
• Saeed, S (2014, February 5), What to expect at Almaz by Momo, Mourad Mazouz’s modern Arabic café, N Lifestyle. Retrieved from https://www.thenational.ae/lifestyle/food/what-to-expect-at-almaz-by-momo-mourad-mazouz-s-modern-arabic-cafe-1.457359
• Sampson, A. (2019, July 8), The world’s most dazzling loos (according to Instagram), Tatler, Retrieved from https://www.tatler.com/gallery/theworlds-most-glamorous-bathrooms-according-to-instagram
• Sherry, K (2014, July 11), Almaz by Momo, Abu Dhabi, Hospitality Interiors. Retrieved from https://www.hospitalityinteriors.net/projects/articles/2014/07/1156917064-almaz-momo-abu-dhabi
• Singelton, D. (2020, April 10), Comment: Knowing what you don't know, Hotelier Middle East. Retrieved from https://www.hoteliermiddleeast.com/people/116895-comment-knowing-what-you-dont-know
• Speaker Profile: Mourad Mazouz (2020, February 11), Global Restaurant Investment Forum. Retrieved from https://www.grif.com/speakers/mourad-mazouz
• United Arab Emirates Population Statistics 2020 (2020, April 28), Global Media Insights. Retrieved from https://www.globalmediainsight.com/blog/uae-population-statistics/
Assessment ?2: Case Study – Marking Rubric
Criteria HD (85-100) D (75-84) CR
(65-74) PASS
(50-64) FAIL (0-49)
Question 1 Content 25% Content is very recent, relevant and accurate, demonstrating a deep
and thorough understanding of the impact of target markets on restaurant concepts.
The suggested concept demonstrates a deep
understanding and sound
reasoning backed up by research and analysis in an original and sophisticated way. Content is recent, relevant and accurate demonstrating a very
good understanding of the impact of target markets on restaurant
concepts. The suggested concept demonstrates a very good
understanding of the target market and how that works with the
theme. Research is synthesised and interpreted well to support reasoning. Content is accurate, mostly relevant and recent demonstrating a good understanding of the
chosen restaurants concept and somewhat explaining the
implications of target markets,
The suggested concept demonstrates an understanding of the target market and how that
works with the theme. Research is evident and some interpretation is present to support the answer. Content is partially accurate, some content may not be recent or relevant, demonstrating a
superficial understanding of the chosen restaurant concept and limited explanation around the implications of target markets.
The suggested concept demonstrates some understanding of the target market and how that works with the
theme. Reasoning is superficial
and needed further application of class content. Content is either questionable or incomplete. A very limited
understanding of the chosen restaurant concept is
demonstrated and lack of
explanation on the implications of target markets.
The suggested concept demonstrates minimal
understanding of the target
market and how that works with the theme. Or, there was no
suggested theme for the new location. Lack of evidence of reasoning or application of class content.
Question 2 Content 25% The design outline is highly sophisticated, thorough and detail orientated. The mood board is
appropriate and sophisticated. It
complements the suggested theme beautifully balancing aesthetics and practicality.
A thorough analysis of the design, layout and equipment requirement principles.
The design outline is very good containing thoughtful details. The mood board is appropriate and
very good. It complements the suggested theme well with
consideration for aesthetics and practicality.
A very good analysis of the design, layout and equipment requirement principles. The design outline is good containing some of the required
details, but some are missing. The mood board is mostly appropriate and good.
Design is appropriate for the suggested theme and some
evidence of consideration for aesthetics and practicality.
A good analysis of the design, layout and equipment requirement principles but in parts needed greater detail. The design outline is satisfactory however, a number of the required details are missing. The mood
board is partially appropriate and satisfactory.
Design is satisfactory for the suggested theme but could have
been further adapted and refined aesthetically with practical considerations applied.
Some analysis of the design, layout and equipment requirement
principles applied but needed to be more extensive and detail orientated. The design outline is incomplete with a number of required details missing or absent. The mood board is either inappropriate or missing.
Design does not complement the theme and needed to consider aesthetics and practicality.
Minimal or lack of application of the design, layout and equipment requirement principles.
Questions 3 Content 25% Exceptional insight and shows deep understanding of the risks,
threats, strengths and opportunities to the suggested new venue. The SWOT analysis content shows a high level of application of theory
covered in class, refined reasoning and justification of the content demonstrated throughout.
The content presented is highly original and insightful whilst clearly related back to the subject matter. Excellent insight and shows a very good understanding of the risks, threats, strengths and opportunities to the suggested new venue.
The SWOT analysis content shows a very good application of theory
covered in class, logical reasoning and justification of the content demonstrated throughout. The content presented is original and clearly related to the subject matter. Good insight and shows a good understanding of the risks, threats, strengths and opportunities to the suggested new venue.
The SWOT analysis content shows a good application of
theory covered in class, some
good reasoning but some of the
evidence to support the analysis
needed greater depth with some
areas needing further exploration.
The content presented is mostly original, but may lack focus in relation to the subject matter Satisfactory insight and shows some understanding of the risks, threats, strengths and
opportunities to the suggested new venue.
The SWOT analysis content is sometimes inaccurate or
incomplete. Needs further
expansion, explanation and
reasoning. Greater justification of the areas identified required. The content is satisfactory but not
original and loosely connected to the subject matter. Lack of or minimal insight and understanding of the risks, threats, strengths and
opportunities to the suggested new venue demonstrated.
The SWOT analysis content is inaccurate, incomplete or overly
general. Needs considerably
more detail and evidence of
reasoning. Content confused and
are not connected to the subject
matter
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Content
Presentation and
Writing 15% All required information is presented in a logical order and
easy for the reader to follow in a fluid manner.
No spelling, grammar, or punctuation errors in the text. All text is in the student’s own words. Minor omission of required information and/or not fully
presented in a logical order and easy to follow.
A few (1-2) errors in spelling, grammar or punctuation. Majority of text is in student’s own words. Some required information is missing and/or not presented in a logical order but is still generally
easy to follow. A few (3-4) errors in spelling, grammar or
punctuation. Most text is in student’s own words. Required information is missing and/or not presented in a logical
order, making it difficult to follow.
No more than 5 spelling, grammar or punctuation errors. Several
instances where the text is not in student’s own words. Information is not presented in a logical order, making it difficult to follow. More than 5 spelling,
grammar or punctuation errors.
Text is copied or not included.
Research and
Referencing
10% Evidence of wide academic and industry relevant research beyond
unit materials supports the subject themes in a thoughtful and
interesting way. Conclusions
reached are well synthesised from
research. Referencing complies with Style Guide throughout. Wide research is evident reflecting an excellent understanding of
subject themes. More than five
appropriate academic and industry relevant articles/ resources used. Referencing complies with Style Guide. Solid research including at least four academic and industry relevant articles enhancing
communication of subject themes.
Referencing contains minimal errors and is mostly compliant with The Style Guide. Satisfactory research although only three academic and industry
relevant articles used; relevance and significance are variable.
Some inclusions of subject themes evident. Referencing contains
some errors reflecting a lack of compliance to The Style Guide. Inadequate research with little or no connection to subject themes.
Referencing is non-existent or does not comply with Style Guide.
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