A Case Study on Marriott Hotel of UK


Quality of food can be stated as degree of excellence of food items. It includes factors like taste, nutritional level, appearance, hygiene and more. Therefore, from food safety point of view, it is essential for restaurants and hotel industries deal in such sector to monitor the quality of eatable items. Along with this, in order to gain retention of people, it is also necessary for hotels and restaurants towards recipe development (Lu, Gursoy and Lu, 2015). This would help in getting high competitive advantage also.

Introduction and rationale

Today with increasing awareness about hygiene factor and nutritional level of food products, it becomes essential for hotels and restaurants to concern on quality of items they serve to customers. In context with recipe development, for developing a new product, such organisations are needed to ensure if it will be accepted by potential customers or not (Sloan, Legrand and Hindley, 2015). As any kind of development involves a high degree of risk, therefore, before make changes in menu and recipe of food, companies need to evaluate such factors also. It includes loss of interest of potential customers, quality and taste of food, etc.

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The present research is made on Marriott Hotel of UK, which is considered as one of the best hotels in UK. It offers a wide variety of food products like Italian, Chinese, seafood and more. As it mainly target tourists of other countries therefore, to gain their satisfaction, it is essential for this hotel to concern on quality of food items. With recipe development, it would gain advantage to get retention of targeted audience for longer period. This investigation report helps in evaluating the concept of importance food product for maintaining brand image of hotel industries.


Aim is considered as main part of research which defines what has to be achieved at the end of an investigation. In this regard, the main aim of present research is “To analyse the importance of food products and recipe development for hotel industries; A case study on Marriott Hotel of UK”.


It defines measurable outcomes as well as steps by which a research can be carried out in specific manner. With this assistance, main objectives of present research are given as below:-

  • To analyse the concept of food products and recipe development.
  • To ascertain the risk factors associated with recipe development for Marriott Hotel.
  • To evaluate the relationship of food products and brand image of Marriott Hotel.

Research questions:

  • How to analyse the concept of food products and recipe development?
  • What are the risk factors associated with recipe development for Marriott Hotel.
  • How to evaluate the relationship of food products and brand image of Marriott Hotel?

Literature review

The concept of food products and recipe development

According to view points of Mohayidin and Kamarulzaman (2014), it has evaluated that today with changing in lifestyle and preferences of people, demand of quality and variety of food products are much increased. People always seek to get something different variety of eatables which satisfy their desires as well as prove healthy also. Therefore, in order to create development in recipe and menu list, it is necessary for Marriott Hotel to concern on nutritional and quality factor of food first. As this hotel of UK has mainly targeted to leisure tourists and business class people, thus, in this regard, it is necessary to evaluate preference of each first. Recipe development can be defined as process to create innovation in existing food products and enhance its taste and nutritional value in high manner. Since today people become more aware about health consciousness therefore, before creating any changes in recipe, management of this hotel needs to check quality of food first. It must be healthy and fat free products as well as covers an awesome taste. This would help in increasing brand image of Marriott in the eyes of potential customers and retain them for longer period towards its services (Laura Sidali and Hemmerling, 2014).

Risk factors associated with recipe development for Marriott Hotel

As per views of Ivanov (2014), it has ascertained any new product development covers various risk factors which impact on business in negative manner. In context with Marriott Hotel, it is known for best accommodations and wide variety of sea food and multi-cuisine variety of food. Its chef department is highly concerned with taste, preference and demand of every customer while serving them food. In case of recipe development, any kind of contamination and quality of food will negatively impact on health of people. By concerning on increasing taste and variety of people instead of nutritional value, often mislead the concept of food product. Apart from this, when poor quality of food items create dissatisfaction of customers also. This would to loss of potential customers because such people will create negative publicity about hotel services and type of food offers. Therefore, before creating innovation in food items, it is necessary to check pH scale, nutritional and other factors. This would help in reducing occurrence of risk associated with quality of food.

According to research of Ozdemir and Caliskan (2014), it has evaluated that in UK and other parts of the world, people are facing problems related to their health like diabetes, heart diseases, arthritis and more. Therefore, in order to introduce innovation in food items, management of Marriott Hotel is required to concern on such diseases. By offering low calorific value and sugar less food, high satisfaction of customers can be gained.

Relationship of food products and brand image of Marriott Hotel

Through perceptions of Wang (2015), it has ascertained that innovation in food products will directly affect brand image of restaurant and hotel industries. As people would like to go on those restaurants or stay at in hotels, which offer them variety of foods. Therefore, it is essential for such organisations to concern on creating development in food items. Instead of offering simply famous dishes of other culture and countries, they must try to mix-up recipe. By adding more flavours in items, increasing their nutritional value and enhance taste, helps in getting attention of minds of customers more. In context with Marriott Hotel, any changes in food items which are offered to targeted audience may impact on brand image both in negative and positive manner. If people will satisfied through services of hotels they would like to stay for more period of times. They will also like to eat food of such restaurants of hotels where wide variety of food is offered. Therefore, mouth publicity, reviews of customers on company’s websites and social media, will affect brand value of hotel industries (Wong, Wan and Qi, 2015). Henceforth, management staff of Marriott Hotel must concern on such factors which lead to negative publicity. This would help in managing and maintaining brand image of hotel in appropriate manner.   


1. Secondary research

It refers to one of the best research methodologies that give sources by which investigators can collect information more easily. It includes books and journals available on various websites of internet applications, newspapers and magazines etc. Here both kinds of published and unpublished data are available that helps project makers in collecting relevant information about a certain topic. But due to availability of various websites on same topic sometime it seems to be toughest task to extract reliable and accurate information. Therefore, mostly people use primary research method for gathering data when concern about authenticity and reliability.

2. Primary research

This source of research methodology helps investigators in finding and collecting proper information of a topic. Questionnaire, survey (online and offline), focus group interview, etc. are some methods of primary research by which project makers can find accurate information. The main advantage of this methodology is that it gives reliable and original data as compared to secondary research. But for conducting this type of research, a user needs to a sufficient amount of time and capital. Therefore, it shows cost ineffectiveness and time consuming aspects of primary research.

2.1 Questionnaire

It is the most useful technique of primary data collection methods, where investigators are required design a proper questionnaire. It includes some relevant questions of a specific which will further filled by some respondents. This will help in analysing opinion and perception of people according to which major conclusion can be drawn for business activities. Usually, questionnaire is designed for analysing responses of targeted audience in statistical manner. The main beneficial point of this method is that it looks cost-efficient because a questionnaire is just needs to be placed on websites or e-mailed to selected users. It is also practical and easy method as well as covers all aspects of a topic. But lack of willingness of participants, difficulties to analyse and interpretation, shortage of personalisation etc. are some aspects which show drawback of this method also.

2.2 Focus group interview

It refers to qualitative type of research method where an open discussion is made with selective respondents about a common topic. Under this process, some questions are asked to group in order to know their perceptions, views, preference towards new product development etc. This would help decisions makers to analyse response of targeted audience and take decisions accordingly in business. Therefore, this method is useful for obtaining useful information in simple and easy manner. It creates transparency in result also as well as save time and money both. But this technique of primary research fails to give in-depth analysis as compared to other methods.

Analysis of findings and discussions

According to Bowie and et. al. (2016), it has analysed from above discussion, today competition has rise in every sector. With development of technology, modernisation and innovation, people always want to seek something new. In context with hotel industries, in order to attract minds of customers, they used to provide different kind of accommodations. It includes gym facility, games, Wi-Fi, swimming, variety of foods, spa and (Samori, Ishak and Kassan, 2014). Among these facilities, range of food items and way to serve the same, is considered as main source to gain high satisfaction of customers. In this regard, staff of Marriott Hotel is always engaged with recipe development. They create various experiments with recipe to cook highly innovative food. To avail minds of targeted audience, chef specially concern on variety of dishes and serving procedures. In addition to this, present hotel especially focuses on nutritional value and measure pH value of food items first. In order to serve best food, this hotel has recruited highly experienced chefs who know how to serve in better manner. It has evaluated from this report that there are various risk associated with every new product. In context with food and recipe development, any error or failure in product development will lead to affect negatively on brand image. When any changes are done with cuisine factor, then it is necessary to measure nutrition level, pH and other factors. As it would affect health of people as well as eating a new food may put their life in trouble also. Therefore, chefs of Marriott Hotel monitor each and every stage of food development while doing experimentation.

It has ascertained from this research that product's image is of great influence on perception of customers about the same. When targeted audience have a favourable perception of  new product development then it will turn to improve brand image of company also and vice versa. Therefore, managers of Marriott Hotel concerns on this factor in order to offer a wide variety of food products.

It has also find out from literature review that Marriott Hotel is mainly targeted leisure tourists and business class people. To gain retention and high satisfaction of its guests, management of this hotel have determined every demand and preference of them while providing services. In this regard, it offers a wide variety of national and multinational food items, seafood, beef and pork items etc. Its chefs also carry out experiments with eatables to make best recipes. Along with this, to reduce risk factors, they have also concerned with reducing calorific value, fat and sugar level of foods. This would help in getting satisfaction of customers by eating such kind of items. In this regard, management of Marriott also used to find out preference and demand of potential customers while developing food items.


It has concluded from this research that to stay in competition and gain retention of customers, today every company used to create innovation in products or services. Similarly hotel industries are also looked out the same, to gain retention of customers, they have carried out to make innovation in food items. For this process, to offer a wide variety of food, they concern on creation of recipe development. In this regard, for developing recipe, chefs mainly focus on nutrition level, hygiene factor and calorific value of items. This would help in offering best variety of items which proves healthy for people.


As per this report to create innovation in food items and recipe development, it has recommended to Marriott Hotel to offer organic food to customers. Today people concerns on eating organic food mostly which doesn’t create harm for their health. Along with this, such type of food items also includes a wide variety of foodstuffs. This would help in developing new recipe and making experimentation with items. Along with this, offering organic food items also minimise risk factors associated with new product development.


  • Bowie, D. and et. al., 2016. Hospitality marketing. Routledge.
  • Samori, Z., Ishak, A. H. and Kassan, N. H., 2014. Understanding the development of halal food standard: suggestion for future research. International Journal of Social Science and Humanity. 4(6). p.482.
  • Anselmsson, J., Vestman Bondesson, N. and Johansson, U., 2014. Brand image and customers' willingness to pay a price premium for food brands. Journal of Product & Brand Management. 23(2). pp.90-102.
  • Wang, E.S.T., 2015. Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference. British Food Journal. 117(2). pp.553-564.
  • Ivanov, S., 2014. Hotel revenue management: From theory to practice. Zangador.
  • Mohayidin, M.G. and Kamarulzaman, N.H., 2014. Consumers' preferences toward attributes of manufactured halal food products. Journal of International Food & Agribusiness Marketing. 26(2). pp.125-139.
  • Laura Sidali, K. and Hemmerling, S., 2014. Developing an authenticity model of traditional food specialties: Does the self-concept of consumers matter?. British Food Journal/ 116(11). pp.1692-1709.
  • Ozdemir, B. and Caliskan, O., 2014. A review of literature on restaurant menus: Specifying the managerial issues. International Journal of gastronomy and food science. 2(1). pp.3-13.
  • Sloan, P., Legrand, W. and Hindley, C. eds., 2015. The Routledge handbook of sustainable food and gastronomy. Routledge.
  • Wong, I. A., Wan, Y. K. P. and Qi, S., 2015. Green events, value perceptions, and the role of consumer involvement in festival design and performance. Journal of Sustainable Tourism, 23(2), pp.294-315.
  • Lu, A. C. C., Gursoy, D. and Lu, C. Y., 2015. Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management. 50. pp.36-45.
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