Marco JULIÀ EGGERT

M.J.E. Hospitality from a practical angle 1

Seminars on Restaurants &

Hotels

By Marco JULIÀ EGGERT

Marco JULIÀ EGGERT

M.J.E. Hospitality from a practical angle 2

Marco comes from a fine dining restaurant family tradition and has

subsequently spent his career focused on the hotel and restaurant sectors.

Specialized in; creating new concepts, improving operations and

profitability, implementing quality management systems, and developing

strategic and expansion plans.

Marco runs his own consulting firm “HMS International”, while he is

associate at “Verum Hotel Development”.

Marco is also member of the board in different hotel and real estate

companies.

His latest private projects are;

Marco

JULIÀ EGGERT

Hospitality from a practical angle

SEMINARS ON

RESTAURANTS AND HOTELS

Marco JULIÀ EGGERT

M.J.E. Hospitality from a practical angle 3

Professional expertise

Hotel and foodservice conceptualization.

Operational and revenue improvement.

Hotel and foodservice expansion.

Quality management systems implementation.

Qualifications

Master in Hospitality Management (MMH) – Cornell University, USA.

Degree in Economics – Univ. de Barcelona, Spain.

Erasmus grant – Universität Giessen, Germany.

Former member of the “Subcommité de Restauración CTN 167 / SC1” from

AENOR, whose objective has been the development of quality standards for

the restaurant industry in Spain.

Principal author of the bestseller book “Gestión de Calidad

aplicada a Hostelería y Restauración” (Quality

management applied to hospitality), Pearson Educación /

Prentice Hall – 2002.

Hands on seminars on hotels and

restaurants.

Topics for short seminars at your

school or business

1. Restaurant concept creation.

2. Restaurant strategic

management.

3. Restaurant expansion strategies.

4. Restaurant yield and operations

maximization.

5. Restaurant social media applied.

6. Restaurant neomarketing

applied.

7. Hotel development and

expansion strategies..

Marco JULIÀ EGGERT

M.J.E. Hospitality from a practical angle 4

Mix it your way!

Seminars presented are of different length, which can be adjusted to the

overall class time.

The minimum is five hours of class.

Marco JULIÀ EGGERT

M.J.E. Hospitality from a practical angle 5

OBJECTIVES

To understand in a very practical way the different steps needed from the

business idea until the opening, and how to create value and focus on what is

really important for customers when creating a restaurant concept.

Furthermore, to know what the differences are when thinking to create an

individual restaurant vs. one that aims to become a chain.

MAIN SUBJECTS

Concept development phases.

Industry trends.

Market analysis – competition.

Market analysis – location.

Concept operational analysis and description.

Concept feasibility.

METHODOLOGY

Participative exposition of themes supported on audiovisuals.

Development of practical exercises that participants are to solve in teams,

applying the knowledge acquired.

MATERIALS

PowerPoint presentation.

Practical exercises.

Articles.

Web sites and videos.

Duration: 6 hours.

SEMINAR 1: RESTAURANT

CONCEPT DEVELOPMENT

This module is oriented towards

professionals that are thinking on

creating a restaurant business, and

students that want to know about real

life examples.

on Concepts (Click video: Richard Melman - LEYE)

Marco JULIÀ EGGERT

M.J.E. Hospitality from a practical angle 6

OBJECTIVES

To describe the roots of strategizing, and how this is applied through the different

business development phases.

MAIN SUBJECTS

Strategy management.

Optional: Starbucks case - Growing big while staying small.

METHODOLOGY

Participative exposition of themes supported on audiovisuals.

Development of practical exercises that participants are to solve in teams,

applying the knowledge acquired.

MATERIALS

PowerPoint presentation.

Practical exercises.

Articles.

Web sites and videos.

Duration: 2 hours + 1 hour case presentation + 1 hour case solution

SEMINAR 2: RESTAURANT

STRATEGIC MANAGEMENT

This module is oriented towards

professionals and students that like to

review core strategic approaches to

base their business in, while seeing

how theory is applied in practice by

leading companies from the industry.

on Strategy (Click video: Howard Schultz - Starbucks)

Marco JULIÀ EGGERT

M.J.E. Hospitality from a practical angle 7

OBJECTIVES

To describe the different expansion models and possibilities for a foodservice

concept, by considering operational, as well as many other different aspects of

the business.

MAIN SUBJECTS

Expansion planning.

Expansion models.

International expansion.

Starbucks case: Growing big while staying small.

METHODOLOGY

Participative exposition of themes supported on audiovisuals.

Development of practical exercises that participants are to solve in teams,

applying the knowledge acquired.

MATERIALS

PowerPoint presentation.

Articles.

Web sites and videos.

Duration: 3 hours + 1 hour case presentation + 1 hour case solution

SEMINAR 3: RESTAURANT

EXPANSION STRATEGIES

This module is oriented towards

professionals that are thinking on

expanding their restaurant business,

and students that want to know about

real life examples.

on Expansion (Click video: Don Thompson – McD)

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M.J.E. Hospitality from a practical angle 8

OBJECTIVES

To provide a very thorough and practical methodology to evaluate the current

situation of a restaurants´ operation and income status, in order to maximize

results.

This is achieved by developing tactics and implementing key revenue tools

specially focused on the menu offer, other than reviewing the remaining areas of

the business.

MAIN SUBJECTS

Methodology introduction.

Environment evaluation.

Evaluation areas and tools to be applied.

Strategic decisions.

Improvement action plan.

METHODOLOGY

Participative exposition of themes supported on audiovisuals.

Development of practical exercises that participants are to solve in teams,

applying the knowledge acquired.

MATERIALS

PowerPoint presentation.

Practical exercises.

Articles.

Web sites and videos.

Duration: 6 hours.

SEMINAR 4: RESTAURANT YIELD

AND OPERATIONS MAXIMIZATION

This module explains a methodology

called PRIA (Process and Revenue

Improvement Analysis), which is

applied on restaurant businesses

(individuals or chains), in order to take

most of the business in terms of yield.

on Profitability (Click video: Meneng)

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M.J.E. Hospitality from a practical angle 9

OBJECTIVES

To understand in a very practical way how social media can be used within the

foodservice industry, to keep up with times and to make some profit out of it.

MAIN SUBJECTS

Develop a content strategy

Pick the right tools

Look for benchmarks and set up goals

Find bloggers & communities

Establish share of voice

Identify influencers

Create and deliver content

Engage and facilitate conversions

...

METHODOLOGY

Participative exposition of themes supported on audiovisuals.

MATERIALS

PowerPoint presentation.

Articles.

Web sites and videos.

Duration: 1 hour.

SEMINAR 6; RESTAURANT SOCIAL

MEDIA APPLIED

This module is oriented towards

professionals that are thinking on

creating a restaurant business, and

students that want to know about real

life examples.

on Social Media (Click video: Sir Martin Sorrell – WPP)

Marco JULIÀ EGGERT

M.J.E. Hospitality from a practical angle 10

OBJECTIVES

How to influence guests, so that mainly perceptions and selections, etc. are

closer to what foodservice patrons want them to be.

MAIN SUBJECTS

What is neuromarketing

Gregarian imitation

Decoy effect

Cost of free

Power of expectations

Power of price

Pain points

…

METHODOLOGY

Participative exposition of themes supported on audiovisuals.

MATERIALS

PowerPoint presentation.

Articles.

Web sites and videos.

Duration: 1 hour.

SEMINAR 6; RESTAURANT

NEOMARKETING APPLIED

This module is oriented towards

professionals and students that are

interested in getting more familiar with

psychological approaches that can

help improve profitability, as well as

guest loyalty.

on Neomarketing (Click video: Neuromarketing)

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M.J.E. Hospitality from a practical angle 11

OBJECTIVES

To understand in a very practical way the different steps needed from the

business idea until the opening, and how to create value and focus on what is

really important for customers when creating a hotel concept.

Furthermore, it describes different expansion strategies.

METHODOLOGY

Participative exposition of themes supported on audiovisuals.

Development of practical exercises that participants are to solve in teams,

applying the knowledge acquired.

MAIN SUBJECTS

Value creation.

Concept development phases.

Concept development areas.

Restaurant placement.

Expansion planning.

…

MATERIALS

PowerPoint Presentation.

Practical exercises.

Articles.

Web sites and videos.

Duration: 6 hours.

SEMINAR 7; HOTEL CONCEPT

DEVELOPMENT AND EXPANSION

STRATEGIES

This module is oriented towards

professionals that are thinking on

expanding their hotel business, and

students that want to know real life

examples.

on Hotels (Video: van Paasschen – Starwood)

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Sample list of magazines of ongoing collaboration

Revista Restauración Rápida – foodservice magazine, Spain

hrb – foodservice magazine, Croatia

Gestión en H – hotel management magazine, Spain

Sample of schools where seminars have been thought

MIB School of Management - Trieste, Italy (permanent Professor since 2006)

Escola Universitaria de Turisme i Direcció Hotelera – Barcelona, Spain

(permanent Professor since 2002)

CSHG– Centro Superior Hosteleria de Galicia

Escola Universitaria de Hoteleria i Turisme – Sant Pol, Spain

Instituto de Empresa (IE) – Madrid, Spain

CENECOOP – San José, Costa Rica

Sample of invitations as a guest speaker

7th International Forum (Green Hotels) by the Serbian Chamber of Economy –

Belgrade, Serbia

1st Real Estate conference on the Jadran region – Budva, Montenegro

1st European Foodservice Summit – Zurich, Switzerland

Kongress für der Kommunikation Gastronomie – Linz, Austria

Marco Julià Eggert: guest speaker at the 1st

European Foodservice Summit - Zurich

Marco Julià Eggert: article on HRB

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M.J.E. Hospitality from a practical angle 13

Contact today to learn more about these seminars, designed to

exceed your students’ expectations and to help your employees

improve your companies’ bottom line results

m.julia@hmsinternational.eu

www.hmsinternational.eu

Residences

Barcelona, London, Zagreb

Languages spoken

Spanish, German, English, Catalan,

Croatian

Course material

English

© 2012 - Marco Julià Eggert