旅游酒店行业是当今世界上发展最为迅速、增长最快的产业之一。在中国，旅游酒店（Tourism &Hospitality）管理类专业在国立大学的专业列表中并不常见。然而，英国大学却早已开设了旅游酒店类硕士课程，让有志于该领域的人深入了解这个行业，获得长足的发展。今天让我们一起看看英国著名高档餐饮经营家戈登•拉姆齐（Gordon Ramsay）的故事，并参观一下他的国际时尚餐厅。
Gordon Ramsay and His Restaurants
Defining “Entrepreneur”
什么是“企业家”
The Oxford English Dictionary says an entrepreneur is "a person who attempts to profit by risk and initiative". In French, it means "undertake".
"I am often asked what it is to be an 'entrepreneur' and there is no simple answer...most of Britain's largest companies have their foundations in one or two individuals who have the determination to turn a vision into reality." - Richard Branson
Case 1:
案例分析：
(戈登•拉姆齐是一个性格直爽甚至有些暴躁的格拉斯哥人，个性突出的他年仅39岁，却已经获得众多荣誉，并拥有全球顶级的餐厅，成功地在世界各地拓开市场。)
Gordon Ramsay, the celebrity chef who is almost as renowned for his colorful language and fiery temper as he is for the awardwinning dishes he creates, is to receive an OBE in the 2006 Honors list. The Glasgow-born former footballer said he was "humbled and delighted" to receive the honor, which is in recognition of his services to the hospitality industry.
He spoke of his delight that his efforts had been recognized by the Queen - but also paid tribute to those who work alongside him. "I feel that this recognition is as much for my team as it is for me. I'm lucky enough to work with the most amazing people whose hard work and dedication is an endless source of inspiration to me."
Ramsay has risen to national prominence thanks to hit television shows such as "Hell's Kitchen", "Ramsay's Kitchen Nightmares" and "The F-Word". But it was thanks to his success as a restaurateur that he first made a name for himself.
Released by Rangers after failing to make it into the first team, he turned to cooking and after catering college worked under the likes of Marco Pierre White and Albert Roux. By 1993, Ramsay was head chef of the newly-opened Aubergine restaurant in London and within three years he had been awarded two Michelin stars. After an argument with the restaurant's backers, he opened his own restaurant in Chelsea, called Gordon Ramsay. The establishment was a huge success and became London's only three-starred Michelin restaurant.
His restaurants today include Petrus, Gordon Ramsay at Claridge's, The Berkeley and The Connaught, while his media career continues to go from success to success. His first international restaurant opened in Dubai in 2001, Tokyo in 2005, then New York and Florida in 2006. Gordon oversees every detailed aspect, with his international teams dedicated to the highest standards.
Business analysts believe that GRH's restaurants are now worth 80 million. That puts Ramsay's 69 per cent stake at 55 million - a threefold increase in as many years. A recent 8.5 million goldenhandcuffs deal to stay at Channel 4 - both BBC1 and ITV failed to lure the host of "Ramsay's Kitchen Nightmares" and "The F Word" - takes
本文原文his net worth to more than 60 million, more than double that of his nearest rival, Jamie Oliver.
Key Competencies of Successful
Entrepreneurs
成功企业家的关键能力
♠ Proactivity, initiative and assertiveness
♠ Achievement orientation; ability to see and act on opportunities
♠ Commitment to others
Why do so many people want to be entrepreneurs? There are potential major benefits of being an entrepreneur, such as the opportunity to gain control over your destiny, the opportunity to make a difference, opportunity to reach your full potential, opportunity to reap unlimited profits, opportunity to make a contribution to society and receive recognition for your efforts. While at the same time, you have to realize the potential drawbacks of being an entrepreneur, such as the uncertainty of income, the risk of losing invested capital, long hours and hard work, lower quality of life until the business gets established and huge responsibility.
Case 2：
案例分析：
（戈登•拉姆奇深谙商业之道，同时也面临着巨大的工作压力。在繁忙的商务旅行、风险投资的抉择中，他总是能想出最好的点子，让自己的餐厅提供最好的服务。理所当然，他的付出得到了丰厚的回报。）
How does he manage all these? Gordon has been working hard at it all day - meeting partners in the Victoria headquarters of his company, Gordon Ramsay Holdings (GRH), before finalizing plans for new ventures in New York, Florida and Los Angeles. He may be best known as the Michelin star that has become a small-screen star in "The F Word" - a show in which he spends most of his time lampooning other TV chefs. But new figures confirm that he is as fiercely successful in the boardroom as he is in the kitchen. The latest returns from Ramsay restaurants show that profits were up by about 10 per cent last year.
What is Entrepreneurship？
什么是“Entrepreneurship”？
Entrepreneurship, in reality, is an approach to general management that begins with opportunity recognition and culminates with the exploitation of the opportunity.
“Entrepreneurship is the process of creating something different with value.” –Bowen and Hisrich: Academy of Management Review, 1986. vol. 2
Case 3:
案例分析：
（戈登有他成功的创业之道：汲取别人的失败教训，寻找细分市场，追求独特风格；鼓励主厨制作个性菜单；充分利用赞助资金、向富有经验的人学习……）
Gordon is 39 years-old. How did he grow his business empire so fast and big? The answer is: by learning from the mistakes of others. During the 1990's restaurant boom, he landed his first jobs in Michelin-starred outfits in London and watched his mentors open dozens of restaurants across the capital - only to close them again when the market went flat. "I wanted to learn from their mistakes," he says. "I realized that they had all gone into competition against each other. They opened very similar restaurants, all bearing their name, all serving similar food, with no infrastructure to back them up." Ramsay took a different tack. He decided to work with the competition, not against it. He persuaded banks and other backers to lend him the money to set up Gordon Ramsay Holdings in the late 1990s. He ran just two eponymous restaurants - in Chelsea and, from 2001, Claridges - but set up eight run by talented chefs he had worked with on the way up.
GRH supports all its restaurants with its own cash, from 1 million in the case of Maze to 3 million in New York. Its London-based staff of 60 handles bookings and logistics but each head chef chooses the menus. "That way all the food is distinctive and we all support each other." Except for Tokyo and Dubai, where Ramsay acts as a consultant and appoints key staff, GRH rents the space, deals with the costs and takes home the revenues.
It is hard to believe that a man with Ramsay's talents and drive would not have succeeded in life, but this particular route might never have happened if Ramsay hadn't fallen for his mate's girlfriend 10 years ago.
When he was working in London in the early 1990's, a friend was dating Tana Hutcheson, a Montessori teacher and former manager of Terence Conran's Pont de la Tour restaurant. Ramsay wooed her, the couple married, and had four children. It was Tana's father, Chris, a self-made businessman who ran a successful printing firm in south London, who backed Ramsay's early investments with 500,000. Today, Hutcheson is the business power behind the Ramsay empire. Ramsay is quick to acknowledge Hutcheson's importance. "He has taught me business. He has shown me more in the past five years than my real father did in 30 years."
Tips
The Entrepreneurial Process
企业化进程
1. Exploring the Entrepreneurial Context
2. Identifying Opportunities and Possible Competitive Advantage
♠ Opportunities are positive external trends or changes that provide unique and distinct possibilities for innovating and creating value
♠ Competitive advantage is what sets an organization apart; its competitive edge
3. Starting the Venture
4. Managing the Venture
Go Global
走向全球化
Many start-up companies are now beginning with a global focus because of the availability of international knowledge and the experience and expertise of their founders. More demands from customers, more niche markets and technological advances make it possible for these small or medium size hospitality companies to access worldwide markets and resources.
Case 4:
案例分析：
（戈登·拉姆齐的梦想在于：建立一个国际化餐饮业王国，拥有像阿玛尼一样的品牌知名度。）
Ramsay's flagship three-Michelin-star Royal Hospital Road restaurant has just closed so technicians can install a 100,000 webcam system to enable him to see what's going on in New York and all his restaurants around the world. "We'll have clocks up for the different time zones, too. It will look like a multinational corporation in there," he jokes.
Admire or despise his bullying, despotic style, Ramsay is undoubtedly at the top of his game. Not that he considers what he does as playing. Now, ever anxious for more Michelin stars and more headlines, he is taking on a supersized challenge to match his supersized ego. "Far be it from me to be arrogant," he says with a knowing smile, "but I think the time is right to go global." 2006 autumn he opened his first restaurant in the toughest food market: New York. Days after he launched Gordon Ramsay at the London (NYC) Hotel on West 54th Street, Ramsay headed south to open Cielo, another restaurant, in Boca Ratan, Florida. The east coast openings would be followed by a restaurant at the London (LA) Hotel on Sunset Boulevard in Los Angeles in 2007. Ramsay estimates that his combined US turnover will be 30 million a year for the next 10 years.
Can Ramsay really provide exactly the same experience across the globe in London, New York, Tokyo, Los Angeles and Florida?
"If you buy an Armani suit in Tokyo, instead of London, you don't ask the assistant if Giorgio stitched it himself. What you are paying for is the level of perfection, the level of quality. That's what I guarantee." The Armani of food？It has a certain ring to it - one that appeals to City investors. Recent reports have suggested that Ramsay is planning to cash in and sell out to one of the City's burgeoning private-equity firms. His response is another verbal hotplate. This business is what I do. It's my passion. Every day that I go into the kitchen I want to elbow the cook out of the way. I've got the hunger and the fear.
"I've only just got to the summit and I intend staying here longer than many chefs in this country think is possible. We're opening at the new Heathrow Terminal Five. We're looking at Amsterdam and Prague. There's no limit."
Tips
Some strategies for hospitality SMEs to go global
中小型酒店全球化战略
♠ Innovation
♠ Change initiation
♠Niche marketing
♠ International branding
♠ Technology and the Internet
♠ Strategic alliance or joint venture
Brief information of Gordon's international restaurants:
戈登国际餐厅系列：
Verre, Dubai
迪拜的Verre餐厅
The Hilton Dubai Creek's signature restaurant Verre by Gordon Ramsay is a lesson in understated elegance. The 70-seat restaurant is dominated by a glass panel around the room, lit with tiny colored uplights, to counter the minimalism of the white linen, white china and simple silver cutlery creating a truly fine-dining experience. Verre by Gordon Ramsay, the epitome of fine dining, won the What's On magazine Awards 2005 award for the "Chefs' Choice 2005" voted for by all the Executive Chefs of five star hotels in Dubai, as their favorite restaurant outside that of their own.
Verre's cuisine has a lightness of touch that has become Gordon's hallmark, using a mix of the finest produce available in Dubai - particularly the fish - as well as flying in fresh ingredients from around the world. Executive Chef Jason Whitelock works with a dedicated team including members of the London brigade, who in turn oversee every aspect of catering in the lifestyle property, from the signature restaurant, through the other outlets including the Glasshouse Mediterranean Brasserie and Issimo Martini Bar. Just as in Gordon's restaurants in London, the cuisine will be complemented by the finest cellar, with well-informed sommeliers on hand to deliver the perfect addition to every dish.
"Verre was my first restaurant outside the UK and represents a huge challenge - but a thoroughly enjoyable one. There is a real buzz about Dubai, and I am proud to be a part of it. In my mind, Dubai is one of the most vibrant cities around." (Gordon Ramsay) Conrad, Tokyo
东京的康拉德法式餐厅
In July 2005 Gordon Ramsay opened his first restaurant in the Shiodome district of Tokyo, Japan at the world-class modern luxury hotel, the opening marked an exciting and much anticipated new development in Gordon Ramsay's career.
"It has always been an ambition of mine: Tokyo is such a cosmopolitan city with the most vibrant people and high level of produce. We have enjoyed wonderful custom from Japanese diners over the years in Britain so it is a privilege to give something back and I am very much looking forward to offering the same standard a little closer to home! " (Gordon Ramsay)
The modern French restaurant, located on the 28th floor looking out on the dynamic Tokyo skyline, features two sections with a choice of fine dining and casual all-day dining. The restaurant is open for lunch and dinner, and offers a special Sunday brunch. The restaurant also features Gordon Ramsay's trademark Chef's table: an exclusive seating arrangement placing diners within the exciting confines of the kitchen, featured in the fine dining section, offering a glimpse of Ramsay's lightness of cuisine that has made him one of the world's leading restaurateurs.
Both dining concepts: Gordon Ramsay at Conrad Tokyo and Cerise by Gordon Ramsay will be overseen by Head Chef Andy Cook. Prior to heading the kitchen at the Conrad, Andy worked at the two Michelin starred restaurant Marchesi near Milan. In 2000 he joined Gordon's eponymous restaurant in Chelsea as Commis Chef before taking over as Chef de Partie at the 3 Michelin starred restaurant. In 2001, Andy moved to Gordon Ramsay at Claridge's as Sous Chef, where he assisted in the opening of this prestigious restaurant. At the Conrad, Andy and his team bring Gordon's world-renowned cuisine and distinguished service to a new, international audience.
Blackstone, New York
纽约的黑石餐厅
In autumn 2006 Gordon Ramsay continued his very successful partnership with Blackstone through their latest collaboration into New York. This latest opening is located on the site of the former Rihga Royal Hotel and boasts over 520 suites. Currently undergoing a 50 million refurbishment under the direction of designer David Collins, the hotel will reopen as The London NY.
The fine dining restaurant, seating around 50 guests, will be based upon Restaurant Gordon Ramsay at 68 Royal Hospital Road, Chelsea, London. This eponymous restaurant holds three Michelin stars and is the jewel in the crown of the Gordon Ramsay restaurant portfolio. The service and the wine list of the New York restaurant will be pitched at the level of its London counterpart.
Gordon's Head Chef will be Neil Ferguson, who has been part of Gordon's stable of talented chefs for several years. His experience includes: La Tante Claire, The Square, Aubergine, Restaurant Gordon Ramsay and Angela Hartnett at The Connaught in London and L'Esperance and L'Arpège in France. The Restaurant Manager will be Jean-Baptiste Requien from Gordon Ramsay at Claridge's.
The dining room and kitchen will both be stunning, offering all day dining for up to 80 guests. A traditional afternoon tea menu will be served alongside more relaxed orders through the room service menu. The fantastic bar will be the true heart and soul of the hotel creating a vibrant area for guests to enjoy exciting cocktails. There will even be a Chef's Table in the kitchen overlooking the central pass, something Gordon is famed for in London. Here guests can enjoy the atmosphere and excitement of the kitchen whilst dining in luxury.
LINKS
OBE
最优秀不列颠帝国勋章(Most Excellent Order of theBritish Empire)，简称不列颠帝国勋章(Order of theBritish Empire)，是英国荣誉制度中骑士勋章的最低一级，创立于1917年，格言是“为了上帝和帝国”(ForGod and the Empire)。 虽然大多数受册封者都是英国或一些英联邦国家公民，但这项荣誉还是可以授予外国公民的。不过受册封爵士级勋章的外国公民不可以在名字前冠以“Sir/Dame”（爵士）的尊称，除非他成为英王的子民。
Michelin stars
为餐厅评分的米其林星级评分系统于1926年开始，1930年开始实行2星及3星评分。今日，米其林星级评分已成为全世界最具权威性的饮食评分系统。2005年，全欧洲只有50家餐厅能获得米其林3星荣誉。对餐厅来说，获得或失去一粒星，可能为其营业额带来数以百万计欧元的得益或损失，在一些3星餐厅，享用一顿晚餐可能需要一百欧元。现在，《米其林指南》有12本，列出了欧洲四万五千个以上的餐厅。《米其林指南》现有70名专职监察员，他们的身份对外保密，惟一出名的是他们传统与苛刻的共性。以餐厅评星为例，从一进门开始，就施展起眼观六路的本领——装修品位怎样、餐具质量怎样、侍者态度不卑不亢还是过分热情，甚至连服务姿态都被他们看在眼里，其后才是针对烹饪和装盘技巧的一系列评判。评上星，对一家餐馆来说是无限风光的事。要是一直评不上星也罢了，但被降星，那是顶顶丢脸的事。传闻有一家在几十年间都保持了三星的餐厅，突然有一年降为两星，餐厅主厨就为此自杀了。星级餐厅的工作人员无不是神经紧张，服务员和厨师整天芒刺在背，在毫不知情的情况下等待神秘人物顶多一月一次的光临。
The Armani of Food
乔治·阿玛尼现在已是在美国销量最大的欧洲设计师品牌，他以使用新型面料及优良制作而闻名。就设计风格而言，它们既非潮流亦非传统，而是二者之间很好的结合，其服装似乎很少与时髦两字有关。他的主打品牌乔治·阿玛妮（Giorgio Armani）针对富有阶层，玛尼（Mani）、爱姆普里奥阿马尼（Emporio Armani）、阿玛尼牛仔(Armani Jeans)针对普通消费者。戈登-拉姆齐的目标是在餐饮业建立起一个像“Armani”一样的世界知名品牌。