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The world spinning at a very high speed when it comes to innovation. Hence, innovation and constant development of a business in the food and beverage and hospitality industry are very important. This report focuses on a hypothetical restaurant named “The Lakeside Hotel” that wants to expand its capacity in digitalization. The hotel wants to set up a digital menu card on the table so that customers can place their orders by clicking on the table screen of their restaurant and the order would be received by the staff of the Lakeside Hotel. Similarly, the hotel provides accommodation services and thereby, the bedside table top of the guests can be digitalized in a similar manner so that they can also avail the hotel’s room services digitally without contacting the hotel’s staff physically. This also will facilitate the clarity of the orders and reduce manual errors. Further, enhanced service could be experienced by the guests of the hotel and restaurant.
Thus, the report aims to focus on the discussed scenario and thereby, evaluate the strategies and plan the requirements for the implementation of the idea of digitalization of the table tops in rooms and restaurants of the Lakeside Hotel. This report explores the various internal and external environments of the business to evaluate the scope of the discussed innovation process. Therefore, the four P’s of innovation and supply chain model have been discussed to clarify the feasibility of this innovation process. Further, the challenges in the process of implementation of this innovation process also have been discussed. Moreover, the location and popularity of the hotel have been an essential matter of consideration in choosing this innovation process.
Settled in the midst of the captivating scenes of Kendal in Cumbria, the hotel and restaurant stand as a reference point of hospitality, offering a unique mix of peacefulness, sophistication, and culinary excellence. Kendal, known for its pleasant environmental dynamics and historical charm, gives the ideal background to the hotel, where every detail is created meticulously to give an extraordinary experience for the visitors. The Lakeside Hotel is decisively situated to catch the quintessence of Cumbria's natural beauty (Lafferty and Place, 2019). Located near the placid waters of Lake Windermere, customers are blessed to receive all surrounding perspectives that unfold a visual symphony of hills, valleys, and the reflective waters of the lake.
The hotel was established in the year 2010 and has been rated as a five-star lodging destination in Kendal. The hotel and restaurant have been very popular since its inauguration due to the locality of the hotel and restaurant and visitors are very common year throughout the year. Thus, the business of the restaurant and hotel has been going on quite well.
One of the signs of the excellent culinary experience in the Lakeside Hotel is the innovative advanced menu framework incorporated into each dining table. Customers can easily read the offerings, place orders, and expect prompt service, because of this productive technological expansion (Place and Bendell, 2019). This upgrades the dining experience and mirrors our commitment to embracing sustainability trends in hospitality.
The accommodation company was established with the expectations to grow to the pinnacle of the industry and in the initial years of business the Lakeside Hotel was doing really good business. In the year 2015, the revenue earned by the company was £150,000,000. This was the highest earning performance observed to date. The business of the company since the pandemic has evolved and to date, the company is trying to recover the losses that it has incurred in the times of the Covid-19 pandemic scenario
The Lakeside Hotel plans to implement an innovative perspective into the operational strategies of the hotel and restaurant to enhance the customer experience. The innovation focused on is the digitalization of the dining tables and bedside tables that will enable the customers to make seamless orders and experience prompt service. The innovative approach that has been taken by the Lakeside Hotel is very ahead of its time (Roy, 2021). The innovation approach is also very expensive because of the construction of the tables with such advanced technological installation. Further, the customers have to be aware of using technology. This is very attractive for technology-driven customers who are much updated with technological developments and are driven by the continuous changes in the perspective of digitalization. The dining tables and bedside tables are made with sustainable materials that can hold heavy electrical settings. The tables should be appropriately channeled and earthed to avoid the risks of electric shocks. The waterproof technology has to be used and the glass of the tables’ tops should be unbreakable in nature too. Thus, the investment is huge
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An innovative system for eco-system evaluation is crucial for measuring the suitability and sustainability of a business inside its functional environment. The main pillar of this framework includes analyzing the market elements. Understanding the business sector trends, distinguishing possible specialties, and surveying rivalry makes way for vital situating.
Evaluation framework and strategy development are significant. Business people should explore legal systems, consistence prerequisites, and likely hindrances to passage (Mulvey, 2020). An intensive perception of these variables mitigates risks and guarantees arrangement with industry guidelines.
The financial framework is another basic aspect. Evaluating the accessibility of subsidizing sources, monetary organizations, and speculation environment gives bits of knowledge into the financial food of the enterprising activities. A powerful monetary ecosystem upholds development and strength.
| Entrepreneurship Framework | |
| Opportunity | Company's Plan |
| • Need for Technical Enhancement • Solution to Contactless Ordering • Sustainability • Competitive Advantage • Financial Risk and Return |
• Strategy • Target Market • Business Model • Sustainable Adoptions • Functional Plan • Development of Strategy for Each Functional Aspect • Budgeting |
| Execution | |
| • Market Research • Promotional Strategy Development • Financial Planning and Management • Development of Appropriate Human Capital |
|
Table 1: Entrepreneurship Framework
Technological framework assessment facilitates the organizations in the technological setting, guaranteeing versatility and development. Access to technology advancements upgrades functional productivity and intensity.
Social and cultural frameworks facilitate figuring out the socioeconomics, social nuances, and cultural trends that support opportunities and technologies to address the issues and inclinations of the target audience.
The human resources factor centers around the accessibility of skilled talent, organizing valuable opportunities, and supporting mechanisms. A flourishing entrepreneurial ecosystem encourages cooperation, mentorship, and knowledge exchange.
Thus, a thorough ecosystem investigates market elements, administrative scenes, financial and technological frameworks, social and cultural factors, and human resources (Mansfield, 2019). This comprehensive assessment empowers businesses to settle on informed options, explore difficulties, and position their activities for feasible accomplishment inside a powerful environment.
In the supply chain model of Continuous Flow Model for The Lakeside Hotel in Kendal, UK, productivity and quality are fundamental. The interaction starts with obtaining locally, emphasizing new produce and supporting regional suppliers. This not only guarantees the authenticity of the culinary experience but in addition, aligns with the hotel’s commitment to sustainability.
Upon procurement, a unified circulation community manages stock, enhancing stock levels to limit waste and lessen costs. The appropriation supply chain is decisively coordinated to work with opportune deliveries to the hotels and restaurants (Andrew, 2022). Embracing innovation, a strong stock management framework tracks stock in real-time, upgrading the accuracy of supply chain activities.
Coordinated effort with local farmers and distinctive producers is a base, encouraging long-term connections that add to local area improvement. The store network coordinates eco-accommodating works, limiting environmental impact through eco-friendly practices.
In any hotel and restaurant, the procurement of in-time stock methodology guarantees that ingredients are fresh, aligning with the culinary beliefs of the Lakeside Hotel (Asthana and Gibson, 2021). Therefore, smoothed-out communication channels with suppliers and continuous monitoring of performance metrics upgrade skills and responsiveness inside the supply chain.
Thus, the supply chain model guarantees the consistent progression of products and mirrors the hotel and restaurant’s commitment to local economies, sustainability, and the delivery of an excellent, true dining experience in the heart of Kendal at the Lakeside Hotel
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Figure 1: Business Canva Model
| PESTLE | |
| Political | The activities of the Lakeside Hotel are greatly impacted by government rules, therefore it is crucial that it closely monitors and complies with them, particularly those pertaining to taxes and food service. Maintaining compliance is essential to avoid getting into legal trouble. |
| Economic | A thorough understanding of the regional and national economies is necessary for financial planning and pricing strategies. Exchange rates could impact visitors and overseas vendors. |
| Social | To give its guests exceptional service, the hotel must learn about their tastes and become used to the local way of life (May, 2020). Services and marketing initiatives may be influenced by demographic shifts. |
| Technological | It is a strength to embrace advancements such as the digital menu. Still, businesses need to provide a flawless client experience by providing dependable high-speed internet access. |
| Environmental | Cumbria may be impacted by the effects of climate change. The Lakeside Hotel should take sustainability measures into account to lessen its impact on the environment. |
| Legal | Strict adherence to health and safety laws is required, particularly when it comes to food service rules. It is necessary to safeguard their inventive digital menu's intellectual property rights. |
Table 2: Pestle Analysis
Strengths: A unique selling point is the lakefront setting, where visitors may experience cutting-edge dining with a digital menu. Employing environmentally friendly practices can improve a business's standing. Further, the inclusion of this innovation process can also boost the customer base of the restaurant.
Weaknesses: The digital menu may require a significant upfront setup fee. It is possible that traditional clients dislike the newest technologies. Reliance on internet connectivity may pose a risk (Walker, et al. 2019). This is because the customer base of the restaurant of an older generation might find the latest technology difficult.
Figure 2: Growth in the Occupancy Rate of the Hospitality Industry After Covid-19
Opportunities: The application of the digital menu may result in higher output, the gathering of customer data for targeted marketing initiatives, and the drawing in of tech-savvy clients. Revenue and customer happiness can rise as a result of these possibilities. The younger generation would be very thrilled with the introduction of this innovation process. However, the rate of recovery in the hotel and tourism industry is very high and thus, the scope for investment and profit-earning capacity could be anticipated.
Threats: There is always a chance that neighboring hotel establishments will compete. The digital menu's technical problems could cause service interruptions and harm the hotel's reputation. Negative effects on the environment could have an impact on its reputation and sustainability initiatives.
| Innovation 4P Model | |
| Product | The innovation that has been chosen is related to technological enhancement and thereby, can be called a technological innovation. The Lakeside Hotel has decided to come up with a digital menu card operated by touch screen technology on the table tops of the dining tables in the restaurant and in addition, in the bedside table tops of the rooms. |
| Paradigm | The Lakeside Hotel offers the technological enhancement to increase its business capacity through increasing its share of profit. This is an ideal way to do that. This generation is obsessed with technology and thereby, the youth and middle-aged technology-driven crowd will find this innovation very attractive. This will also increase the quality of customer experience. |
| Process | The initial step would be to plan the execution of the generated idea. The digitalization of the table tops is unique and requires proper planning of adopting corrective technological and mechanical procedures. The planning of financial assistance for this job is also very important and necessary. |
| Position | The Lakeside Hotel is located at Kendal of Cumbria in the United Kingdom. The location is very enchanting and is known for its natural beauty and historical importance as it was once colonized by the Romans. Therefore, the tourists are very often here and the local residents of Kendal are also the targeted audience. Thus, keeping in mind fast-paced development in the technical environment of business operation, this process of innovation has been introduced. |
Table 3: Innovation 4P Model
The Lakeside Hotel is always searching for new technology advancements to enhance its services. The concept generation, evaluation, development, integration, testing, and refining phases comprise the innovation process. It prioritizes feedback for ongoing improvement and is client-centered. The primary concerns are that the success of the innovation is mostly dependent on the management, IT team, and support personnel. The main end users are customers. The digitalized menu promotes data-driven marketing efforts, improves order accuracy, and increases customer pleasure. It conforms to the tastes of contemporary consumers.
The two largest obstacles are one-time setup expenses and technical problems. Effective change management techniques should be used to overcome the resistance of conventional clientele.
In conclusion, The Lakeside Hotel's inventive digital menu aligns with contemporary technology trends and might be beneficial, but there are other factors to take into account. To succeed, the hotel needs to effectively manage its threats and weaknesses, pay attention to the PESTLE traits, and take advantage of its opportunities and strengths (Ford, et al. 2019). The selected innovation process upholds a customer-centric approach and ensures ongoing improvement based on client feedback
The innovation process that has been thought for the inclusion of digital technology in the table tops of restaurant and the bedside tables of hotel rooms is unique in nature and has the potential to attract a technology-savvy customer base. Moreover, it has the capacity to increase the quality of customer experience through a seamless ordering experience along with prompt service. The table has been planned to have a base of wood and the frame to hold the table will also be made of wood. The design will have a vintage texture to blend with the design of the hotel. The table top will have a glass layer imposed upon the wooden base that is mechanically developed. The table top will have a screen-like appearance that will enable the customers to operate the display of the services and the menu card by tapping on the glass screen.
This innovative idea is unique and also involves a lot of investment. This is because the hotel has 100 rooms so it would require 100 bedside tables with a digital table top and the restaurant has 35 tables for the family, six-sitter, 20 two-sitter tables, and two large 10-sitter tables. Thus, the cost of manufacturing such tables will be expensive.
Figure 3: Budget Plan of Manufacturing Cost
The cost of manufacturing for each of the digitalized tables is £880. This is estimated for the dining tables considering the tables are six-sitters and the bedside tables costs are thereby anticipated to be £400 for each of the bedside tables eliminating the cost of cost wooden base and frame because it is already made of wood.
The Lakeside Hotel targets tourists who come to the locality to admire the natural beauty and serenity of Kendal and its surroundings. Additionally, the company also focused on the local people as their target audience because the restaurant segment of the hotel can earn quite a good amount of revenue from the local population of Kendal. Therefore, the pReferences of the people of the local area are very important for the hotel to adapt. The hotel must try to include some of the local delicacies in the menu of the restaurant to enhance the bond with the local people to gain their support and thereby, increase the sale ability of the food and beverage of the restaurant.
The managers concerned with the planning and strategizing of the marketing schemes of the hotel must have a thorough knowledge of the local area and their preferences (Huggins, 2021). The trend of tourists is hard to analyze because they visit once in a while, to successfully run the restaurant of the Lakeside Hotel.
Figure 4: Segments of Target Market
The food quality of the hotel should be of high quality and the prices of the food must be reasonable. The food and beverages served to the customers should be made with fresh ingredients. This will increase the number of local people recommending the restaurant of the hotel to other people. Thereby, also the visits of the tourists could increase. This could be done by accelerating the website of the hotel with good reviews.
National Trust, Kendal Parish Church, and Lakeland Museum are a few of the many historical or archaeological sites situated in and around Kendal in the United Kingdom. Thus, this worse a great influence to draw tourists and other archeological researchers and scholars to visit. In addition, the visit of the environment conservers increases the business capacity of the hotel (Best et al. 2021). The establishment itself has no heritage history but the architecture is very fascinating and vintage.
The innovation process of introducing digital menu cards on dining table tops and bedside table tops of the restaurant and hotel rooms of the Lakeside Hotel is both unique and risky. This is because this has a positive and adverse impact on customers depending upon the age and preference of the customers.
The technology-savvy customers who are driven by the fast pace of technological evolution will be very attracted to this feature of the restaurant’s operations. There are several categories of tourists not everybody travels in their leisure time (Sadry, 2020). Therefore, tourists who are visiting for work or any other emergency purpose would like the prompt services of the hotel rooms and restaurant of the Lakeside Hotel.
Figure 5: Influence on Traveling Decisions
The image that has been attached above shows the various purposes of traveling. Thus, the influence of digitalization on these types of travelers is huge. This is because traveling is made easy through e-visa, one debit or credit card by the banks to operate all over the world. All these are incorporated for the enhancement of the customer experience and to provide a seamless and contactless service that is swift to facilitate both the customer and companies to save time and reduce error (Hudson and Runge, 2020). Thus, the innovative idea of the introduction of digital menu cards on the dining table tops of the restaurant and the bedside tables is very impressive to the customers.
The older generation would not be so driven by technology and might find it queer and unnecessary. This is because technical advancements are always the old people's things and the recent upgrades in technology are quite difficult for them (Hose, 2021). Further, the interaction of the customers with the staff of the hotel has been reduced which would be averse to the building of relationships with customers due to the lack of personal touch
The impact of the introduction of the innovation process on the employees may be very relaxing because of the reduction of confusion and haphazard working patterns in pick hours of the restaurant but might have some adverse impacts as well (Jennings, 2021). This is due to the enhancement in the technological aspects of the hotel rooms and the restaurant of the Lakeside Hotel.
The innovation that has been thought of would result in the laying off of a few staff because of the increased efficiency capacity due to the automation of the order placing system. The aged staff of the restaurant or staff involved in the room services may be laid off due to their lack of technical knowledge (Tribe and Paddison, 2023). Moreover, the Lakeside Hotel might thereby, lose its healthy relationship with the local communities to a certain extent by laying off local staff.
The Lakeside Hotel would require hiring a new bunch of staff who are technically skilled to overview the smooth operation of the digital dining and bedside tables. This is essential to ensure the appropriate working of the digital table tops that are operated through the support of mechanical assistance. Therefore, any glitch in the mechanical system would hamper the working of the digital table tops (Yoshikawa, 2020). Thus, the Lakeside Hotel can recruit locals for the job and train them. This will benefit the hotel and also will save the excessive hiring costs of recruitment.
Figure 6: Implementation Challenges of Lakeside Hotel
The cost of manufacture of the dining table tops as mentioned before is very high. A similar case is with the bedside table tops. The investment is quite a lot for the hotel to incorporate at this moment. This is because the tourism and hospitality industry has still not fully recovered from the harsh lashes of the pandemic and with the war going on a constant economic imbalance is consistent in all spheres of business. Thus, the scope of profit earning or the capacity to bring a return on investment is essential to analyze (Shed, 2021). This is because the Lakeside Hotel is incorporating such a technical advancement to expand its customer base through the implementation of innovative features to earn more revenue and thereby, make more profits.
The heavy technical support that is required for the implementation of the generated innovation idea. The installation of the digital table top is very expensive and requires a huge mechanical, technical, and electrical assistance in order to install the application of the menu card and essentials appropriately and in addition, to maintain the corrective operational condition of the table tops. This is because the people would eat on the same tabletop and thereby, spilling of food or drinks is a very common issue (Spear, 2023). Thus, the glass surface of the table should be made in such a manner that ensures the water and hot serving of platters and provides smooth touch operations.
The operation and regulation orders from the online portals are very easy but maintaining the authenticity of the culinary culture of the restaurant is very important. The customers might order the wrong items that they would like because of a lack of personal interaction with the staff and information about the recipe. This is because it is very important to guide the older generation customers to choose. Further, it is not always possible to understand the taste of the food through the image. Moreover, electrical and mechanical are a constant demand for the smooth operation of the dining and bedside table tops (Brunne et al. 2022). This is because in the case of a power cut or no internet connection the operation through the digital table top will be hampered severely and it thereby, will be a very big hindrance at the time of the pick hours.
The expansion of the customer will directly affect the profit generation capacity of the Lakeside Hotel and thereby, the hotel room services and restaurant should be of top-notch quality. This is because it will facilitate the customers' recommendations of the hotel services to others and thus, the hotel will be able to expand the customer base and attract new attract not only through promotional activities but also through customer recommendations.
The Lakeside Hotel can earn higher revenue because the charges for the services and prices of the food items in the restaurant will be increased because of the introduction of the innovative order-placing method (Prince and Diggory, 2023). This charges the might value for money for the customers who are driven by technology and are luxury savvy because of the seamless and prompt services provided by the staff of the hotel and restaurant of the Lakeview Hotel.
The increased revenue of the Lakeside Hotel and profit-earning capacity would help the business draw more investors which will enable the business to gain more financial assistance. Thereby, also increasing the value of the business in the market (Pierce and Beames, 2022). Moreover, the return on investment of the business will be increased and the business can have access to excess funds for outside investment. This will impact the overall financial stability of the business.
The image of the brand “The Lakeside Hotel” might be enhanced due to the incorporation of such an innovative feature in the operational activities of the hotel room and restaurant services. Thereby, the image of the hotel as a luxurious entity might expand and people driven by luxury may visit and recommend the place to others (Council, 2022). Therefore, the reach of the restaurant and hotel in the region of the business periphery.
Figure 7: Implementation Challenges in innovation process of Lakeside Hotel
The installation cost of the technological set-up required to support the implementation of the digital menu card on the dining table tops and bedside table tops of the restaurant and hotel rooms is huge. The mechanical backup cost and labor cost required for the purpose of the installation of the digital table tops in the dining tables and bedside tables would be a very risky investment because the acceptance of the customer is anticipated and not realized (LUO, 2023). Moreover, the resources of the hotel have to be mortgaged in case any suitable investor is not found for the monetary support.
The cost of maintenance of the digital tabletop in the dining and bedside tables of the restaurant and hotel of the Lakeside Hotel will be very high. This is because the mechanical and electrical assistance will require huge funds for maintenance. Further, skilled engineers have to be hired to supervise the operation of the table tops for the smooth conduct of the operational activities in the rush hours of the restaurant (Evans and Murray, 2023). Therefore, the return on investment must be very meticulously analyzed before the installation mode of such technology. Thus, the maintenance cost of the digital menu card table tops would be a hindrance to the profit margin of the hotel.
The implementation of the digital menu card in the table tops of the dining tables and bedside tables of the restaurant and hotel room services of the Lakeside Hotel requires constant monitoring of skilled personnel who can quickly correct any glitch happening in the system of digital table tops. This would facilitate the increased efficiency of the smooth functioning of the operational activities of the restaurant and the hotel room services (Jane Roberts, 2020). However, this will increase the operational cost of the hotel. Providing training and educating staff on the appropriate use of digital table tops is also very expensive.
The city of Kendal is very old school and engrossed in the traditional means of operational culture in all aspects of business. The necessary changes have come along in the city for the seek to keep pace with the rest of the world. Therefore, the people from the older generation of the locality might not find the innovative technological feature of the hotel to be impressive. This is because of not the issue regarding the complexity of operating the touch-screen technology but also because of the cultural constraints of the people of Kendal. The people there are fond of their cultural practices in all aspects and thereby, they appreciate more personal touch and involvement with the staff of the restaurant and hotel (Kalshoven, 2022). Thus, the loyalty of the customers gets hampered.
Conclusion and Recommendations
This report has focused on the innovation process that is to be introduced by the Lakeside Hotel for the enhancement of the technical features of the hotel room services and restaurant services. This report has thereby, included an overview of the company and the innovation process that has been generated, the business model, the SWOT and pestle analysis and moreover an innovation 4P model. The business model that has been produced above is regarding the Lakeside Hotel. Further, the innovation process has been discussed in detail in the design thinking segment of the report. The budget for the manufacturing cost of the digital table tops. The challenges faced in the process of implementation of the innovation process are also mentioned. Thus, the report overall provides a significant insight into the capacity of the business and condition of the tourism and hospitality sector of the United Kingdom. Moreover,
Recommendations
The recommendations section of this report is essentially given to present a few of the suggestions that could be followed by the Lakeside Hotel to make the most out of the innovation process that has been generated by the company to expand and increase the revenue earning capacity of the restaurant and hotel. The recommendations are as follows:
Figure 8: Recommendation for the Lakeside Hotel
The Lakeside Hotel can pitch this innovative idea to various sources of finance like banks for loans, angel investors, and other small financial institutions for financial assistance for the company.
The competition that is faced by the company should be adequately reviewed. This is because the region of Kendal is very conservative and traditional in the cultural perspective and thereby, the scope for the implementation of the innovation process should be evaluated.
The profit-earning capacity or the return on investment should be appropriately examined by the financial manager of the Lakeside Hotel applying the net present value or the payback period method of investment appraisal. This will check the capacity of the project of the innovation to generate funds for the company.
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