Brief Description of the Restaurant
Noma Restaurant is among the world’s most famous hotels in Copenhagen, Denmark. Together with its founder Rene Redzepi, Noma is recognized for establishing new Nordic Cuisine and stirring a whole generation of various chefs in the world. In 2010, 2011,2012, and 2014, the hotel was voted to be among the best restaurants globally before it was closed down in 2016 and relocated in 2018. The restaurant is currently back on the top with amazing services and a seasonal dining structure. The hotel is capturing different audiences from various parts of the world with its never-ending innovation tasting menus (Williams et al.,2018). The hotel provides its wide customers with a variety of services; it provides its wide customers with three menus at different times of the year. It offers seafood between January to June, while the restaurant offers vegetables and in the winter game and forest during the summer. The restaurant then closes its doors before the occurrence of the seasons so that the group R&D team, which head Mette Soberg governs, can create new lucrative menus from the products provided by either the land or sea.
Today the restaurant is pushing beyond its early days where it only provided for the customer’s sea buckthorn and reindeer lichen; however, currently, the hotel provides dinner which may begin with entire kohlrabi, with fermented juice drink and bored with a straw, which provides it with the look and taste of a coconut drink. The meals may then extend to aebleskivers, a traditional type of fritter, scrubbed with a sauce made from fermented grasshopper, ending with a desert of potato, almond, and plum puree. This kind of meal may sound wacky; however, the chef and the crew are capable of making it all delicious and entirely pleasurable. The Restaurant Noma continues to provide what might be recognized as the most attractive services globally. In Addition, the hotel can serve 800 customers in a month; customers flock all over the world to dine there. The hotel never disappoints; the experience there is more than just dining. Instead, it’s a mixture of art and design, a theatrical performance, and an exhibition of culture and history. The restaurant is positioned in an environment-friendly place, offering high-end dining and nature-loving (Ooi &Strandgaard, 2017). The restaurant is directed by the philosophy of the new Nordic Cuisine, which indicates that the type of meals offered at Noma is only from the local produce and ingredients.
Financial Value of Noma and Its Management
Noma has been referred to as the world’s best restaurant on multiple occasions, but most importantly to the key stakeholders, it also makes good profit with high turnover. The revenue produced by Noma is $270,502 in sales. For its financial future, expect the hotel to obtain more sales and customers through referrals by customers who enjoy the kind of services provided by the restaurant. The use of social media too to research and check out the best hotels in various parts of the world has also increased. Therefore, the hotel will have a wider base, and customers will try to book and see what others are talking about, hence increasing their market coverage and earnings. Unionization of this kind of business is hard and complex since different organizations and restaurants have a different methods of operation. Hence Noma as a hotel and its workers are not unionized. In Addition, Unionization works for bodies with various staff scattered across; however, for the hotel and catering industry, the workers are minimal, preferably a few chefs and waitresses.
Noma being among the 50 best restaurants in 2021, is led by Rene Redzepi, the restaurant’s majority shareholder; the company is also held by various shareholders, including Marc Blazer, co-founder Claus Meyer, business partner Kristian Byrge’s. The primary shareholder was looking for the right staff to take Noma to a different level and found Blazer. Redzepi declared that he is now less worried concerning the managerial staff of the restaurant for the coming decades, as the restaurant is getting to a new and fresh era (Perati et al., 2021). The board of members in this restaurant includes; Peter Kreiner, the chief executive officer; Rene Redzepi, the head chef, co-founder, and co-owner. Claus Meyer co-founder, Mikkel Andersen, manager and operations, and Kristen Byrge co-founder and co-owner.
According to Oberle (2014), a brand is a type of business concept adopted by various businesses to help their customers identify and familiarize themselves with the company’s products. However, from Pooe, and Mugobo (2020) a chain is a retail type of business with multiple branches at various geographical locations, with single central management. The chain stores are different as per the services and the products offered. Therefore, I can conclude that Noma as a restaurant is a brand; customers easily identify the restaurant worldwide for the type of food and the quality services it offers.
At Noma, various human resources are in place to ease the daily running of the business at this place. They make up the workforce and ensure quality is produced; some positions include restaurant managers. There is various management position at Noma, ranging from the owner, co-owners, head chef, director of business development. Staff dedicated individuals throughout the world in Addition to perfection, innovation, and perseverance have been the primary reason for this restaurant’s success.
Challenges the Business Is Experiencing
Noma restaurant, just like any other restaurant or business, also faces various challenges. The first one is health and wellness. Multipurpose spaces that offer wellness and health for the customers are a critical and escalating trend. The restaurant has been blamed for dinner illness. A formal review once found out that 63 diners suffered from diarrhea and nausea after consuming food and contracting a norovirus at the Restaurant (Ali et al., 2019). The millennials are constantly demanding more sustainable accommodation and organic local farm-grown foods, which sometimes pose a clear challenge to Noma and other restaurants in the same business. To maintain a high standard of cleanliness is achievable, however hard, and so the restaurant has to go an extra effort in ensuring no food poisoning and that their clients are served proper food.
Another primary challenge facing the restaurant is increasing new technology. Technology has affected every part of our life, including hospitality as a whole. It has resulted in stiff competition among restaurants and hotels in producing quality services. Various technologies will have to be incorporated by the business, some of which the competing organizations already adopt. The new measures involving social distance and cleanliness are becoming more critical to this business. Digital technologies that will use mobile apps are slowly becoming the normal routine (Goodyear et al., 2016). Incorporating these technologies to the business, especially for Noma, will mean that a higher initial cost is required. Failure to include such technologies will also offer a competitive advantage to the competitors since the customer service shall have been made easier.
There are also various reopening challenges facing the restaurant’s daily routine. Due to the pandemic, various hotels closed down completely or partially, including Noma; therefore, reopening and getting back to the business may offer a little challenge for the first few months. However, after everything shall have got back to normal, it will be a challenge no more. The restaurant is also facing fixed and variable expenses. The higher and varied expenses result from government-directed social distance and cleaning ordinances. The guidelines by the government will mean that Noma will have to spend more on implementing the rule and regulation while receiver less due to the strict social distance rules, therefore, less profit earned by the organization.
Human Resource Activities Required To Meet the Objective of the Business
Human resource management is a center for various organizations, including Noma. The human resource department is responsible for various core tasks to the organization (Sarma &Rao, 2020). The human resource activities required to meet Noma restaurant’s objective include staffing, development, compensation, safety, and health. Therefore, human resources are connected with these core functions to ensure that employees’ well-being is upheld. The organization treats employees in a manner that offers mutual benefits to the organization and the employee. To archive the objectives of Noma, various positions are held responsible, from the senior staff to the junior staff. The manager must ensure that the restaurant is running smoothly and everything is in order. The chef has to make sure that the food produced is delicious just like the customers want it; the waiters and waitresses have to provide effective customer service to ensure the customers are happy and have all they require for their meals. The human resource team also has to ensure that the employees are happy for maximum output. The success of Noma as a restaurant is attributed to all the individuals in the organization who put effort into making it a better restaurant day after day.
References
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Goodyear, V. A., Blain, D., Quarmby, T., & Wainwright, N. (2016). Dylan: The use of mobile apps within a tactical inquiry approach. Digital Technologies and Learning in Physical Education, 13-30. https://doi.org/10.4324/9781315670164-2
Oberle, C. (2014). Business strategies: Increasing brand trust among utility customers lowers costs and turnover. Natural Gas & Electricity, 31(3), 20-23. https://doi.org/10.1002/gas.21789
Ooi, C., & Strandgaard, J. (2017). Tourism, place branding and the local-turn in food: The new nordic cuisine/Tourismus, place branding und die Hinwendung Zu lokalen Produkten: Die new nordic cuisine. Forschung und Praxis an der FHWien der WKW, 95-104. https://doi.org/10.1007/978-3-658-13732-8_8
Pareti, S., Monllor, J., & Kraft, I. (2021). Application of technology solutions during the COVID-19 crisis: Latin America’s 50 best restaurants. 2021 The 6th International Conference on E-business and Mobile Commerce. https://doi.org/10.1145/3472349.3472355
Pooe, B., & Mugobo, V. (2020). The evaluation of the supply chain management challenges South African fashion designers experience in the retail clothing environment. Journal of Business & Retail Management Research, 15(01). https://doi.org/10.24052/jbrmr/v15is01/art-07
Sarma, E., & Rao, M. B. (2020). Sustainable human resource management: Making human resources more responsible. Sustainable Human Resource Management, 37-55. https://doi.org/10.1007/978-981-15-5656-2_3
Williams, I., Falch, M., & Tadayoni, R. (2018). Institutional legitimacy and digital publiccross-border service delivery BetweenDenmark/Sweden and Denmark/Germany. Nordic and Baltic Journal of Information and Communications Technologies, 2018(1), 121-152. https://doi.org/10.13052/nbjict1902-097x.2018.008
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