Menu refers to the document that is found in hotels and restaurants documenting the various meal packages and accompanying prices of the packages. Therefore, a menu is a marketing document that is used by a restaurant or hotel to draw clients. The development of a menu, often, has to be in tandem with the theme that the restaurant or hotel offered. The content of a menu has the type of meal, foods within that mean and the matching prices of that meal (Smith, 2015). There are often decorations and graphics that are added to the menu make it attractive. In the hospitality sector, competition within different hotels is stiff and hotels compete mainly on their menu offers. The basis of competition also doubles up as the basis of comparison of offers from the different hotels. Some of the most notable comparison points are positioning for profit, placement of add-ons such as beverages and desserts, typesetting and font readability, Headings and groupings, capitalization, grammar, consistency and descriptive copy. This paper aims to make comparison of menu of Hotel Congress and The Dining Room hotels located within the United States of America.
To begin with, there is need to have an understanding of each hotel that is under analysis in this paper. The hotel Congress is located in Arizona and was built in 1919.Though old; the hotel is attractive to the younger and the older generation. The hotel is strategically located in the capital of Arizona and offers a wide range of food packages and cuisines that is in tandem with the culture of the Arizonians. Those who frequent the hotel name it as the hub of the Tucson culture.
The dining room hotel is located in Santa Monica along the Oceania Street. The hotel offers mainly the oceanic cuisine. However, it also offer continental dishes. Those of British origin living around or visiting Santa Monica love the hotel because of their set of British delicacies. The dining room hotel offers accommodation. The location of the town is within town and accessible from the main transport infrastructure located within the town of Santa Monica.
The first main point of comparison of the two hotels is on their positioning for profit. The positioning for profit aspect is addressed through the strategic location of the hotel based on the target market that they aim to have (Briggs, 2012). Hotel Congress and The Dining Room are located in different geographical locations while they target the urban population mainly. Based on their positioning for profit, the two hotels have over ten breakfast packages in their breakfast options. The wide array of breakfast options that is provided for breakfast by the two hotels affirms their commitment to offers packages to all classes of people thus positioning themselves for profit. The grand gourmet breakfast buffet is the most comprehensive breakfast buffet at The Dining room costing $20.95 for adults and $10.50 for children. In the case of Hotel Congress, the menu lists specific menu options that one can buy without specificity of the age groups. As such, all classes of people are welcome to partake in their breakfast options.
Second, placement of add-ons in the menus of the hotels is also a comparison factor. The add-ons are often in the form of beverages and buffets that are offered by the specific hotels. The breakfast menu of the Dining Room has a package of beverages that clients can order to supplement the breakfast packages that they have chosen. The Dining Room breakfast menu has a specific listing of all the set of beverages that are offered for breakfast and the accompanying price of each beverage. Hotel congress also offers a set of beverages to its clients. However, the beverages are not succinctly marked in a separate category of the menu as beverages. Therefore, the menu of The Dining Room scores high in the placement of add-ons in their menu owing to the specification of the beverages that are offered by the hotel in their breakfast package.
Third, the typesetting and font readability of the two menus serves to inform one of the attractiveness that they offer to their target clients. The two menus that are discussion in this paper are all drawn from the websites of the two hotels. The internet is the new frontier in the marketing of the products that are offered by a company or an organization (Burke, Vaisutis&Cummings, 2007). The marketing through the internet is largely influenced by the growing internet users. Many internet users who utilize the services of hotels in the urban areas prefer to sample the menus of different hotel to enable them make the informed decision on the best package that suits their needs (Ford, 2009). Therefore, the typesetting of the different menus has to be made perfectly well and they have to be readable. The breakfast menu of The Dining Room is typed using font 13 thus easily readable for all. The type in each category of meals offered per breakfast package is centered thus making each to be differently categorized. Furthermore, there is a column that has been created in the second page of the menu thus affirming a good typesetting of the menu. The Breakfast menu of The Hotel Congress is typed using font 11 making it equally readable. The heading of each category of breakfast package is made in bold and the content per category is centered. From the look of the two menus, each of the two menus is well type set. The menu of the Hotel Congress is, however, easily readable compared to the menu of The Dining Room Hotel.
Fourth, the headings and groupings in the two menus have a direct relating with the manner at which they have been constituted. The menu of The Dining Room has more groupings compared to the menu of the Hotel Congress. The groupings made in the menu are representative of the meal options that are offered within the hotel. Each meal option is well placed is a different category to allow for choice. The breakfast menu of the Dining room Hotel has the groupings of more comprehensive meal options at the top of the menu. The breakfast menu of the Hotel Congress has the groupings of the more elaborate meal option at the bottom of the menu. The headings of the menu in the Dining room menu are bigger in font that the headings of the Hotel Congress menu. As such, it is easier for one to read the different breakfast menu options at a glance when given the Dining Room menu as opposed to the Hotel Congress menu.
Fifth, capitalization, grammar and consistency present another field that aids the comparison of the two menus. The heading of each meal category in the menu of Hotel congress is capitalized. The heading of the meal category of Dining Room has only the first word capitalized. The grammar that is used in the two menus is good and easy to comprehend. There is consistency in the manner at which the two menus are used. The font name, type and size are all consistent in the two menus. The menu choice, therefore, offers ease of the clients to go through. However, there is a difference in consistency in the manner at which the price of each meal category is presented. In the Dining Room menu, the prices of the first two sets of meal options are written at the bottom of the meal option then the other meal options are written besides the title of each meal options. On the other hand, the price of each meal option in the hotel Congress menu is written at the side of each meal option from top to bottom.
Finally, the descriptive copy is also a comparison factor from the look of the two menus. The menu of The Dining Room is more descriptive owing to the wide options of meals that they offer to their clients. On the other hand, the menu of the Hotel Congress is less descriptive.
In conclusion, the six different comparison options rank the two different menus differently. The Dining Room is has beverages, bigger font in the title for ease of readability, groupings of different meal categories and descriptive. On the other hand, the menu of the Hotel Congress has consistency in its font, has the headings fully capitalized and has consistency in positioning of the prices of each meal option.