Case 27 “The Ritz-Carlton, Millenia Singapore”
Summary
Walter Junger is the executive assistant manager in food and beverage department of the Ritz-Carlton Millenia Singapore hotel. He came up with the event “first annual New World of Food and Wine Festival” The management believed his suggestion would be beneficial and backed the concept with budget, personnel and managerial support. Event also had another purposes like creating publicity for the hotel and developing scholarship fund for students. Starting from opening cocktail reception, the festival was held for four days. The festival was divided into three sections of wine tasting and dining, with prices ranging from $50 to $180.
Almost all the events during the festival were
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From one article, Ritz-Carlton serves breakfast for $700. It’s hard for normal people to spend that much money for just one meal. Ritz Carlton created goodwill of the upper class by New World of Food and Wine event.
First, Ritz Carlton satisfied guests’ preferences.
Upper class people like wine. In one blog posting, it says rich people like fine wine. In addition to drinking it, they like to have knowledge about superior vineyards or rare and exclusive wines. Following article also shows that they like wine.
James Joyner speculated that as people attain more education and income, they tend to switch from cheep booze to better and more expensive booze. Millenia Singapore satisfied the taste of rich people by serving still wines from the House of Moet et Chandon, Australia and giving special opportunities to guests to meet winery representatives like Wayne Donaldson from Green Point Winery.
Second, Ritz Carlton made positive image by raising funds.
From the article, it says the aim of raising funds is developing a scholarship fund for students to pursue a food and beverage career. This makes Ritz Carlton is the company that pursues Corporate Social Responsibility (CSR).
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[ 1 ]. Annual new world of food & wine festival. (August 20, 2002). [Website]. Retrieved from http://www.the-inncrowd.com/imagesfoodwinefest/ [ 2 ]. Annual new world of food & wine festival. (August 20, 2002). [Website].
The restaurant’s owner and matriarch is a Certified Sommelier and trained chef as is her daughter. They have been wowing visitors to their casual upscale bar and restaurant since 2004.
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Mark your calendars for our biggest event of the year - Trident Technical College's Vintners Dinner: "A Night In The Valley"! All Culinary Institute of Charleston students are required to participate for this amazing event and opportunity. Your instructor will provide you with more info on assignments and expectations. Remember, make sure that you are clearing your calendar for Friday night, January 27th. We look forward to seeing everyone there and prepared to contribute to the 14th successful Vintners
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The festival was setup in a close area with everything right next to each other and a lot of the
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