HOSPITALITY vs. SERVICE

Is there a difference…no it’s same…or used interchangeably? Arguably one might say that hotels are a part of hospitality and all the allied industries would be categorized under service. So why are we discussing this since it could mean the same or used in varied context. To further decode it according to Aaron Bare, entrepreneur and strategist: Service is delivering on your promise. Hospitality is making people feel good while you’re delivering on that promise. “Hospitality” means exceeding the basic services you promise.

Hospitality as a term or as an industry is not new it has been around for ages, but the fact is that there are too many players and then there’s a lot of competition, so what that unique element that you provide that makes you shine on, favored and recommended. For those who are acing hospitality carry on and for those who have been stressing more on service it’s never too late. Incorporating hospitality into the existing service standards doesn’t mean that one has to change their entire system and processes. In turn what needs to be done is to include a small gesture in the service model that would stand out, become worth mentioning. Once done you’ll discover that guests will notice the difference and will boast to others about their special experiences.

Few examples where hospitality takes over service would be:

Accor Hotels at its Sofitel and Novotel properties in Philadelphia, Chicago, New York and Washington, D.C. –identified their loyalty members interests through their social media profiles. On arrival there was gift given to the guest “Take guest recognition to the next level, to a more powerful level.

Ritz-Carlton Resorts of Naples asked Facebook fans how they like their coffee. If you answered, then stayed with them, your coffee would arrive perfectly sugared—without having to ask.

Hospitality today has become synonym with every industry not just hotels. Earlier it was understood that if you are working with hotels only then one needs to become hospitable. But the fact today is that every service industry is focusing on hospitality, it has become an integral part of any business operations. It’s a tool that is used to have a demonstrative link with a guest/client or customer. Just look around hospitals, airlines, retail sectors, corporates and educational institute all are focusing on creating that distinctive connection with people that they serve or cater to.

So how can one achieve this? There’s a saying that attitude can’t be trained, I however disagree on this. The result may not be instantaneous and is unquestionably time consuming and needs an individual approach. Is it possible, the answer is a big yes, the key being hire and train right.

You know how to train people to become better at what they DO ...

The Bad News: The essence of hospitality cannot be taught as if it were another job skill.

The Good News: You don't need to teach it. It should come naturally which is an innate capability of all human beings.

The Great News: You may already know WHAT works, but when you really understand WHY it works, maintaining that warm feeling can become remarkably effortless.

- Ms. Bindu Menon
  Sr. Faculty, INLEAD

Trending in Food Service

Food service industry trends are changing, primary reasons being Globalization...Exposure...Millennials. While the focus always will be towards quality food, restaurants are also looking at selling an experience to their guest. Restaurants operating in metros and mini-metros are uplifting the predictable but expected restaurant business. While great food & beverage, ambience, pricing and courteous staff are essential factors, people always look for something new and diverse that a restaurant can offer.

Thematic restaurants are quite popular with guest and they do attract a lot of customers. People, of course will discuss and speak of food, but what they also would campaign for would the theme or the décor. Listed are few restaurants that are based on themes, while many may look incredible to dine at, there would be some you wish you didn’t know.

Ice Bar in Delhi is made of ice that includes the chairs and tables too. Guests are provided with coats and gloves. The restaurant maintains a temperature of -10. Kaidi kitchen in Kolkatta and Chennai is based on a jail theme and the staffs are dressed as prisoners and jailers. The Bombay Stock Exchange in Mumbai prices their drinks according to the popularity; Café Dalal Street in New Delhi too has the same service rules for beverages.

Some more to the list of interestingly themed restaurants

        1) 70 mm, Hyderabad; for Bollywood enthusiasts

        2) Bhaijaanz, Mumbai; definitely for Salman Khan fans

        3)  Taste of Darkness, Hyderabad; exactly as the name suggests

        4) Gufha, Bengaluru; themed like a natural cave

        5) Ciclo Café, Chennai; is India's first Cycling Café

        6) Natures Toilet Café, Ahmedabad; probably India's first-ever toilet themed cafe 

        7) Tihar Food Court, New Delhi; South Asia’s largest prison complex. Nothing unusual, except   that the employee, like most of his colleagues, would be a convict

Another trend that is catching up is “Food on the Move”. The concept is based on mobile cafes and restaurants. The set up could be on luxury buses, coaches or vans. While the concept has gained a lot of popularity in the West, making it commercially viable in India would lot depend on development of the infrastructure and streamlining of traffic?  Hijackk in Ahmedabad is a mobile bus restaurant. They have a fixed menu which they change frequently and the customers are taken around for a hour and half ride in Ahmedabad.

Latest innovation that’s really interesting is Edible Cutlery; imagine if the cutlery used could be edible. Hyderabad based Bakeys Food Pvt. Ltd has recently launched edible cutlery. They are made from edible flours; flavors can be added according to customers’ preference. They are governed by regulations laid by Food Safety & Standards Act. Whether restaurants will introduce them into their daily operations and would guest love it only time would tell.

To achieve success in any business format, one has to be different with pragmatic business sense. While it’s good to be fervent on innovation, restaurateurs should be cautious to not compromise on the basics like food quality, hygiene and friendly staff.

-Ms. Bindu Menon

 Sr. Faculty, INLEAD