Saint Joseph University Hotel Management and Tourism Course: Strategic Management Report on the strategies of Boobess Group CDR Municipality of Zahle-Maalaka Years of study: 2011-2012 Presented by: Abou Habib Nay Years of study: 2011-2012 Submitted on: Wednesday 11th of April 2012 Table of Contents I- Introduction3 II- Boubess Group’s brands and concepts3 III- Boubess Group’s strategies10 IV- Comparison of restaurants11 V- Conclusion12 I- Introduction About Boubess Group Boubess Group incorporates companies which operate in the leisure industry, particularly in restaurants, hotels, health clubs and spas.
Boubess Group is committed to provide the ultimate in guest satisfaction by combining innovative design with an outstanding level of service. Boubess Group’s mission Boubess Group’s mission is to offer superior quality, outstanding service and competitive prices in attractive surroundings. Boubess Group’s core values Boubess Group’s core values have grown naturally from continuous operating experience and progressive expansion since 1977. They may conveniently be summarized under three aspects : * Guest satisfaction Diversity * Innovation II- Boubess Group’s brands and concepts Lifestyle …FITNESS & RELAXATION IN LUXURY SURROUNDINGS Lifestyles provide the perfect environment to develop a healthy pattern of living. The club aims to meet member’s fitness goals through moderate exercise programs assisted by trained and qualified staff. The gym boasts a range of 150 pieces of equipment including treadmills, bikes, steppers and cross trainers for developing cardiovascular fitness complimented by a full set of free weights.
Alternatively, there are 40 exercise classes a week in a large Maple wood sprung Aerobics Studio, ranging from the usual favorites such as Step, Aerobics and Yoga to more recent additions such as Tae-Bo and Tai Chi. After a workout, there are plenty of places to relax such as the 20m Pool, the jets and bubbles of the Hydro pool, the Sauna, Laconium and heated Loungers. Le commodore…THE ART OF LIVING IN BEIRUT Originally inaugurated in 1958, Le Commodore Hotel built its reputation as a base for foreign journalists and dignitary who came to Beirut to cover the civil war.
And now, still renowned for the good reputation, it holds a nostalgia that will never fade, especially when it keeps up to the expectations of its audience through a total renovation adding a modern luxurious look to one of the city’s most famous hotels. Conveniently located in the heart of the city, in the most famous district Hamra, close to the business and shopping areas of the capital Beirut, Le Commodore is the ideal choice whether visiting Lebanon on business or leisure. BOB’S…THE AUTHENTIC AMERICAN DINER
Bob’s Easy Diner has a travel-themed interior filled with collector memorabilia, including planes, rockets and signage purchased from all over the world. A fun experience for lunch and dinner is guaranteed. Quality casual dining is what you can expect. This is not fast food served at a counter and all products are freshly made rather than frozen. The menu is comprehensive, encompassing starters, salads, pastas, burgers, sandwiches, shakes, and desserts. To be authentic on all levels, it conducted extensive research all over the US and hired American diner experts and interior esigners to create an original concept unique in the Middle East, one that will set Bob’s Easy Diner apart from any others a timeless theme interesting to all generations. Benihana…AN EXPERIENCE AT EVERY TABLE Ever since it first opened in New York in 1964, Benihana has often been imitated but never duplicated. Benihana is beyond a doubt, the longest running dinner show in the world! Benihana Restaurant is a traditional Japanese-Style steakhouse called-Teppanyaki. At Benihana, your meal is prepared and served by performing chef, right at your Hibachi table.
Due to its long term success and consistent high quality standard, Premier Leisure managed to hold the franchising rights of Benihana in Lebanon. Ideally located at Le Commodore Hotel in Hamra-lebanon, Benihana guests can choose from a variety of fresh and mouthwatering sushi, Teppanyaki varieties as well as other Japanese specialties. As for those who can’t get away from the office, the bento delivery box -that holds the taste of Benihana –can be delivered at their desk with one phone call away!
Cafe Hamra A collection of rare posters and photographs from the pop culture familiar to the Beirutis of the 70’s hang on a stream of cherry walls bounding the heterogeneous interior. The creators’ heartfelt loyalty to the history of Hamra and its once bustling strip of cafes urged them to resurrect the culture of sidewalk cafes. Like the residents, Cafe Hamra fuses the local with the international and the rural with the urban in the food it offers, the design elements and the mode of delivery.
The menu is predominantly international with commercial favorites prepared to suit the local taste. Graffiti of Beirut’s street scene is dispersed across the outlet. Interior elements of the Lebanese countryside are amalgamated with industrial material harmoniously crossing you over from section to section. Dining tables are set up for the hungry patrons looking for a convenient variety and the biggest seated outdoor space in the area nestled in Cafe Hamra’s backyard housing the narguileh puffers, backgammon lovers and those yearning for a true al fresco experience. + Like CAFE HAMRA on Facebook: * * * * * * * www. facebook. com/CafeHamra Cozmo Cafe Cozmo in name, Cosmopolitan in style! Cozmo Cafe is yet another creation brought to the Lebanese F&B industry by Boubess Group, the nation’s leading hospitality company. Cozmo Cafe serves up an international menu including a wide variety of delicacies, drinks, coffee and desserts. Also, a unique Asian conveyor adds a quality to the already entertaining dining experience of the concept. Kaiten Literally translated, Kaiten means a “conveyor belt of food”.
Essentially, what this eatery is based on is the concept of Japanese conveyor sushi bar offering a quality, fast and entertaining dining experience for the fanatic of this crafty cuisine. Customers can help themselves to color-coded dishes from the conveyor belt “swifting” by and order their drinks from the servers. Each customer’s bill is calculated by tallying the number of empty plates stacked. Condiments of soy sauce, wasabi, and pickled ginger are readily available on the table, complimenting the overall experience.
Based on a mixture of traditional Japanese recipes, Kaiten’s extensive menu offers a selection of over 90 dishes. Stocking the freshest sushi available, all food items are freshly prepared in front of the guest. Kaiten is the type of sushi restaurant you come across in metropolitan cities such as New York and London. La Piazza…GENUINE ITALIAN ATMOSPHERE & CUISINE La Piazza is an Italian restaurant designed around the theme of an authentic Italian town square, with tables and chairs arranged in an enclosed cobbled street. Rustic Italian town houses overlook the square, complete with laundry hanging out to dry.
Each house is individually designed and contributes to the unique Italian atmosphere. The end of the street includes pizzaiolos and wood fired pizza ovens. The food is based upon genuine Italian cuisine, with dishes prepared according to established Italian recipes, and yet considerate of local tastes; to accompany the food there is a wide variety of Italian and local wine. It provides a fun place for young people dining alone, family gatherings, romantic dining and parties, and it is a restaurant where people feel comfortable to return several times a week.
Laziz cafe From the heart of Beirut comes a unique new Lebanese concept in the dining industry – a trend-setter offering traditionalism in food with a drizzle of novelty and modernization, setting itself apart from other conventional Lebanese restaurants. This brilliant new find serves down-to-earth Lebanese cooking, including superb hot & cold mezze, outstanding meat dishes and a great selection of original sweets and drinks; all freshly and carefully prepared using a light hand with spicing and sensitivity of palate that marks the food served here.
This entire menu is accompanied with the infamous Hookah which comes in a variety of flavors. Lebanese food in great variety is foreseen to win a loyal following for this exclusive, open and relaxed modern restaurant. This eatery is a prime attraction for young professionals, college students and families. Le Relais de l’Entrecote Le Relais de l’Entrecote is one of the landmark restaurants of both Paris and Geneva. Le Relais de l’Entrecote offers a set menu of a salad starter followed by a double portion of delicious meat and fries. The meat is served with the secret sauce that has become internationally famous.
To top off this fabulous experience, one can choose from a large variety of exquisite desserts, all of which are homemade and prepared a la minute. The first Relais de l’Entrecote opened its doors in August of 1998 on the corner of Abd El Wahab and Monot Streets in what was then still an area of ruined buildings and unpaved streets. The renovation of the building in which the restaurant is located led to an explosion of cafes, pubs and night clubs in the area which has since become recognized as the leading entertainment area in Beirut.
Following on from the success in Monot, the second restaurant opened in September 2003 on Maarad Street in the heart of the newly re-opened City Center of Beirut. Both restaurants are dedicated to maintaining the authentic French atmosphere which is epitomized by the restaurants in Paris and Geneva and which has found its own niche in Beirut. In March 2007, a third restaurant was inaugurated in Verdun, one of Beirut’s most active and vivid areas. Mandarine…Le Relais de l’Entrecote is one of the landmark restaurants of both Paris and Geneva.
Le Relais de l’Entrecote offers a set menu of a salad starter followed by a double portion of delicious meat and fries. The meat is served with the secret sauce that has become internationally famous. To top off this fabulous experience, one can choose from a large variety of exquisite desserts, all of which are home made and prepared a la minute. The first Relais de l’Entrecote opened its doors in August of 1998 on the corner of Abd El Wahab and Monot Streets in what was then still an area of ruined buildings and unpaved streets.
The renovation of the building in which the restaurant is located led to an explosion of cafes, pubs and night clubs in the area which has since become recognized as the leading entertainment area in Beirut. Following on from the success in Monot, the second restaurant opened in September 2003 on Maarad Street in the heart of the newly re-opened City Center of Beirut. Both restaurants are dedicated to maintaining the authentic French atmosphere which is epitomized by the restaurants in Paris and Geneva and which has found its own niche in Beirut.
In March 2007, a third restaurant was inaugurated in Verdun, one of Beirut’s most active and vivid areas. * + Abdel Wahab al Inglizi Street, Monot, Ashrafieh, Beirut Tel. +961-1/332087 * + Maarad Street, Downtown, Beirut Tel. +961-1/990992 * + Verdun, Beirut Tel. +961-1/863111 DELIGHTS UNDER ONE ROOF Originally known for its good food and entertainment since the 70’s, Mandarine has once again become a focal point for trendy restaurant-goers. At first glance, the menu presents classic French and Italian starters and main courses, with a couple of pizzas and sandwiches for good measure.
But there’s the Lebanese side to the menu which offers grilled meats, a special dish of the day and over 25 kinds of Lebanese starters, known as mezza. It is how the mezza is served that makes the Mandarine concept unique. Borrowing from a Japanese concept, Mandarine serves its Lebanese mezza dishes to customers on a conveyor belt. Customers can then wash it all down with some local wine or arak. Napoletana… ITALY IN YOUR NEIGHBORHOOD * + Rashid Karameh Street, Verdun, Beirut Tel. +961-1/781000 + Abdel Wahab al Inglizi Street, Monot, Ashrafieh, Beirut Tel. +961-1/332087 * + Maarad Street, Downtown, Beirut Tel. +961-1/990992 + Verdun, Beirut Tel. +961-1/863111 The aim of Napoletana is to provide the guests with a typical neighborhood Italian restaurant that would not be out of place on the corner of any Italian street. Focusing on the traditional thin crust pizza and within a simple, expressive and genuine Italian ambiance, Napoletana offers a casual dining atmosphere with more than seventy menu items including gourmet pizzas, delectable pasta and a wide variety of appetizers, salads and desserts. Napoletana has been created to bring to life all the warmth and charm of an unpretentious restaurant which serves delicious and authentic Italian cuisine.
In an ambiance which recreates the birth place of traditional pizza and using traditional Italian facades and vibrant Mediterranean colors, the customers are transported to the heart of Napoli to enjoy the chef’s delicious creations. Scoozi…ITALIAN AND JAPANESE DELIGHTS IN A HOMELY AMBIANCE In 1992 Scoozi opened in Verdun as the first Italian restaurant to offer a comprehensive range of pizza, pasta and salad. Scoozi specializes in preparing hand-made, wood baked pizzas in an open kitchen, producing its own fresh pasta, traditional Italian dishes and superb desserts, creating a place for people to dine out while still feeling “at home”.
As competition has increased and more Italian restaurants have opened, Scoozi has differentiated itself from other restaurants by creating the concept of the Scoozi Conveyor. The Scoozi Conveyor is a novelty where the emphasis is on fresh, hand-made sushi produced and circulated in front of guests seated at a counter. In addition to this, a multitude of salads, mini-pizzas, international delicacies and desserts are introduced to enrich the choice. Having been successful for over ten years and having established itself as a landmark, Scoozi has expanded with a further restaurant in Beirut and one in Dubai.
All Scoozi restaurants have the same attractive design with distinctive hand painted murals which cover most of the walls. Throughout its evolution, Scoozi has been recognized for its quality and consistency in addition to warm hospitality and attention to customer satisfaction. The Met The Met has put together a menu of dishes from France, Greece, Japan, Italy, India, Thailand, USA, Lebanon and the list goes on. In parallel, iconic and adapted visual elements were introduced into The Met’s interior architecture.
An urban setting emitting a subway vibe has been developed to complement the entity created. III- Boubess Group’s strategies Boubess Group is one of the largest groups in Lebanon comprising a wide range of restaurants along with a Hotel and a fitness club. In fact, this group puts a lot of effort on different levels in order to exceed the guests’ expectations. Whether you wish to grab a snack or to eat fancy food, Boubess group’s institutions are the place to be. Moreover, this group employs many strategies that would most probably indicate a willingness to dominate the market.
In what follows, two of Boubess group strategies (Horizontal and Vertical Integration) will be detailed and discussed. Horizontal integration Strategy The Horizontal integration Strategy is a type of strategy that can be explained through the following example: An integration strategy is called Horizontal when for instance; a Restaurant owner decides to invest in opening an inn next to his restaurant that’s located in a remote area. In other words, opening that inn would mean that this owner will start making additional profit from both the restaurant and the inn especially that the estaurant was originally located in a deserted area and guests will find it easier to sleep in the inn instead of driving back home. In the case of Boubess group, this strategy has been used on two different levels: 1- When the Hotel and fitness club were implemented 2- When various concepts were used for the restaurants 1- The implementation of the Hotel and the fitness club: Boubess group did not settle for the broad range of restaurants. In fact, a Hotel and a fitness club were added to the many restaurants that were already included in this group.
Furthermore, another fact showed again and again how eager this group was to dominate the market. In fact, the Hotel that was established included leisure and business activities. And, instead of settling for this Hotel to provide the leisure activities for the guests, a fitness club was implemented so that further power in the market is developed. 2- The various concepts that were used for the restaurants: In the marketing field, a much known saying implies that no matter the efforts, no group can fully satisfy all the people.
Well, this saying is to be reconsidered when it comes to Boubess group as this group developed so many concepts that it was actually able to satisfy almost all the guests. For instance, if you wish to go someplace affordable with friends you can head to Napolitana, BOBs or Scuzzi. Also, if you would rather go somewhere fancy with your family you can go to La Piazza Sodeco. Moreover, if live cooking is what you’re looking for, Banihana is the place to be. Furthermore, if you’re a sushi lover don’t hesitate to go eat at Kainten. Finally, if you just want to have a cup of coffee, Hamra cafe and laziza cafe await you!
More and more restaurants can be added to this list! So if you’re lost we understand! Vertical integration Strategy This type of strategy is used when a business owner decides to expand his business with the same product by adding many more to the ones he already owns. This type of business expansion indicates a strong motivation to take over the market. In the case of Boubess group, a wide variety of international food dishes were all gathered in the same restaurant “the Met. ” Thus, you can order Japanese while your friends eat Indian. IV- Comparison of restaurants * Napoletana vs. La Piazza
When you go to Napoletana, you can see that the menu mainly comprises pizza and pasta whereas at La Piazza you can also order stake and other dishes that are not found in Napoletana. Also, when you go to eat at Napoletana your order comes faster than in La Piazza and the main reason for that is the freshness of the food at La Piazza. Furthermore, Napoletana, unlike La Piazza which is present only in one location (Sodeco), is spread all over the country. This indicates that La Piazza uses a rather concentrated strategy and focuses the most on the brand. In other words, there will always be one La Piazza in Lebanon. Scoozy vs so Scoozy (part of the Boubess group) and so are two competitors. While Scoozy used to only serve pizza, it started serving Sushi just because so serves sushi. Furthermore, Scoozy opened in Dubai and not only in Lebanon. This business expansion is also an evidence of the eagerness to take control of the market. * Laziza vs Hamra cafe Both restaurants are part of the Boobess group and located in Hamra. Many people wonder why two restaurants serving almost the same products and owned by the same group are located in the same region. Well, the answer is simple.
In fact, this has been done in order to eliminate the completion between both restaurants. Also, today Hamra is the trendiest place to be which means that opening two cafes from the same group is a great idea because if one gets full the other is available for people. In other words, if people like Hamra cafe they will definitely like Laziza cafe which indicates that theses two cafes will attract a large number of people. V- Conclusion In conclusion, it is crystal clear that Boobess group achieved its goal of market domination and will still expand its business as the years go by.
However, this group is with no doubt the most successful one in the country and the strategies that have been implemented led to great results. Finally, in this group all the needs and wants of people are supplied which makes this group similar to a small world that people cannot have enough of! ——————————————– [ 1 ]. For example, the owner of a restaurant will implement many other restaurants not necessary the same in different physical locations to expand his business.