Restaurant Chains

There has been a remarkable increase in the number and size of restaurant chains. A modem variation on the lunch counter is the fast food operation. Fast foods are those which can be prepared, served, and eaten quickly; probably the most typical fast food is the hamburger and pizza. Burger and pizza chains have been the fastest growing type of restaurant chain, particularly in the United States.

Hamburger chains are me largest segment in the market, followed by pizza chains. Competition is particularly intense in the sandwich market which accounts for more than 40 per cent of sales by restaurant chains.

It appears that large restaurant chains are following two commercial strategies: on the one hand, the short-term strategy is to bring down prices by reducing margins in order to maintain and capture market share; on the other, the long-term strategy concentrates on offering services in the evening, with a greater added value. Furthermore, restaurant chains are diversifying into the pizza sector which has grown considerably since 1990.

Large hotel chains not only possess the know-how, they have also established vast marketing networks throughout the world. By developing high-quality tourism in the area, the international tourism chains have created conditions for local chains to develop and also to become international.

(adapted from International Tourism)

Notes:

1. perishability; perishable - утрата качества и других товарных свойств

2. complementary - дополнительный, добавочный

3. complimentary ticket - пригласительный билет

4. homogeneous - однородный, обладающий сходными свойствами

5. economies of scale - экономия на масштабах: снижение накладных расходов при значительных размерах предприятия

6. franchiser - компания, которая выдает лицензию на производство или продажу своей продукции

7. franchisee - компания, которая получает франшизу, т. е. право на производство или продажу продукции другой компании

8. to exert control - осуществлять контроль

9. insignia - знаки отличия, знаки различия, эмблема

10. membership fee - членские взносы

Task 1. Answer the questions.

1. What characteristics are associated with accommodation?

2. What contributes to the success of international tourism?

3. How are forms of accommodation classified?

4. Why is the accommodation market so competitive?

5. How does a hotel differ from other forms of lodgings?

6. What are the advantages of hotel consortia?

7. In what way do hotel chains differ from independent hotels?

8. What is hotel franchising?

9. How does hotel franchising benefit the franchiser?

10. What other tourism lodgings does the text mention?

11. What does it say about second homes?

12. What are their economic benefits?

13. What are the benefits of the franchisee?

14. What is timeshare?

15. Why is the system very cost-effective?

16. What do you know about furnished rented accommodation?

17. Why are rural cottages becoming more and more popular?

18. What forms of lodging are very popular in Great Britain?

19. What does social accommodation include?

20. What kind of catering service has become widely spread all over the world? Why?

Task 2. Sum up the key issues in the text.

Task 3. Comment on the following issues.

1. What kinds of accommodation for tourists are there in Russia?

2. What sectors of accommodation facilities are developing very fast in Russia? Why?

3. What are the economic benefits of tourist accommodation sector for the Russian people?

4. Do you know what kinds of problems there are in the hotel industry?

5. What do you know about the quality of hotel and catering service in Russia? What are the ways of dealing with these problems?