Customer Service for Whitbread

Introduction

The conglomerate Whitbread is a hospitality powerhouse. Formed in 1742 by Samuel Whitbread and his partner Thomas Sewell, Whitbread has now spawned many household brand names associated with excellence in hospitality. Whitbread made its name as one of the front runners for the brewing industry with its first mass production brewery set up in Britain over 250 years ago.

The conglomerate certainly shook up the hospitality business world by selling off its breweries, pubs and bars plus diversifying its portfolio with ventures into spirits, wine and night clubs.

This rejuvenation of Whitbread meant focusing on expanding its hotels and restaurants businesses and was unrelenting in its changes with the disposal of household names such as Pizza Hut and Cafe Rouge whilst promoting its now more popular chains as Costa Coffee, Premier Inn and Beefeater and Brewers.

By studying the tone of today's market and clientele, I will outline future directions Whitbread in its unceasing dominance of the British market can take.

1.1 Analyse the scale, scope and diversity of the hospitality industry

The hospitality industry is one of the fastest growing professional sectors, employing over 1.8 million people in the United Kingdom alone, and 1 in 10 people worldwide. This provides an enormous scope for those wishing for a job in the industry, with so many jobs available within, and huge opportunities for work in other sectors. Gauging the scope, examining and identifying key information for the sole purpose of boosting business intelligence and using the studies to show the company's own and other failings, strengths, operations major products and services, their histories, competition and among many others growth opportunities.

In order to survive in the ever changing business world, it is vital that individual companies utilize tactics that will keep them relevant and allow them to survive. The Whitbread Company are equally bound by this, and must continue to follow ever changing trends of comfort and business, whilst simultaneously keeping the traditions and ethics that attract the older generation. It is a delicate balance that means staying relevant without alienating any particular group or loyal long term customers.

The hotel must also guarantee that it can provide the requirements needed for staffing. This does not only include an up to date knowledge of employment standards and legislation, but they must also have an understanding of the individual staff members' needs and comforts.

Diversifying previous products and services and promoting research and development helps to stay relevant in the current economic climate that has thus far over the years become bleak. Meaning that in the UK, many individuals, households and families are not willing to spend the money in the hospitality sector due to the recession.

Therefore introducing new products and services or by enhancing existing ones adds an extra incentive for repeat business.

1.2 Discuss the organizational structure of the different hospitality organizations

All successful companies the world over employ the same basic structure when it comes to organizing their business. One person alone cannot run a company by themselves, and so tasks and duties are delegated to key members of staff. This is the only way for a business to run smoothly. The roles these key people hold have titles such as manager, supervisor, and assistant manager. The chart below outlines the structure of the different positions that would be found in any hotel, Whitbread included.

1.3 Assess the role of hospitality related organisations and professional bodies

There are a large number of hospitality-related organisations and professional bodies within the industry. They were created to provide much needed information of the industry, as it is always evolving and changing its policies.

The organisations include such names as The Institute of Hospitality, People 1st, the British Institute of Innkeepers and Springboard UK. Without these incredibly versatile organisations, hospitality companies and small businesses would struggle in the current economic climate.

The information they offer covers a variety of issues, including the nations and skills strategies, the hospitality guild, apprenticeships, training, leisure, careers, and national registers. Whether they be a huge hospitality conglomerate, or a small independent hotel just starting out, these organisations are of extreme importance and incredibly beneficial to running a hospitality company.

In particular The British Institute of Innkeepers, a registered charity and private limited company which was founded in 1981 with the support of the Brewers' Society, the National Association of Licensed House Managers, the (then) National Union of Licensed Victuallers, the (then) Hotel and Catering Industry Training Board, and the Scottish Licensed Trade Association, helps individuals new to the hospitality scene. A professional body whose mission is to promote as quoted straight from their online website "the education and training of persons preparing for entering upon or engaged in the day-to-day running of premises having a Justices' full licence for the sale of intoxicating liquor". And whilst the term 'Justices' full licence' has now been substituted by the more modern term of personal and premises licences, their objective remains the same.

These bodies would be of tremendous significance to the Whitbread Company. They will be a great source of information for the owners and managers of their companies that provide liquor. For example, as a very convenient and valuable source, British Institute of Innkeepers has access to up to date information about employment practice, professionalism i.e social responsibility, maturing skills and of conscientious alcohol retailing. British Institute of Innkeepers has its own awarding body, BIIAB, qualifications offered are of an impeccable and well respect standard.

2.1 Assess the staffing requirements of different hospitality industries

The aforementioned chart is a prime example of the structure a new range of hotels would need for the business to thrive. Without them, tasks would get backed up, and the whole thing would fall apart. The different individual hospitality organisations have different staffing needs. Restaurant and pubs will have no needs for room cleaners, whilst it is essential for a hotel. Bars and nightclubs, if they do serve food have only