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Estudo do impacto dos outlets de restauração em contexto hoteleiro, na sua rentabilidade
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Abstract(s)
Esta investigação analisa o impacto da localização dos restaurantes em hotéis urbanos de 4 estrelas, em específico no centro histórico da cidade do Porto, com acesso exclusivo pelo interior ou com entrada voltada para o exterior, na sua rentabilidade. Partindo da crescente relevância estratégica do setor de Food & Beverage (F&B) na hotelaria contemporânea, o estudo procura compreender de que forma fatores como visibilidade, acessibilidade e integração urbana influenciam a atração de clientes externos e, consequentemente, o desempenho financeiro dos outlets de restauração.
A pesquisa adota uma abordagem qualitativa, combinando entrevistas semiestruturadas a diretores de hotel e de F&B com observação direta estruturada através de checklist, em doze outlets de hotéis de quatro estrelas localizados no centro histórico do Porto. A análise de conteúdo permitiu identificar padrões de procura, boas práticas de conceptualização e mecanismos que relacionam localização, conceito e rentabilidade.
Os resultados revelam que restaurantes com porta de rua, esplanada ou rooftop captam maior proporção de clientes externos, podendo ultrapassar 90% da procura em alguns casos, enquanto operações localizadas apenas no interior do hotel se mostram mais dependentes de hóspedes. Verificou-se ainda que pequenas intervenções, como a criação de entrada independente ou o reforço da sinalética, aumentam significativamente a atratividade. No plano estratégico, a coerência entre conceito gastronómico e identidade do hotel, a engenharia de menus focada em margens elevadas, a diferenciação de preços baseada na experiência (vista, exclusividade) e a ativação comercial (eventos, comunicação digital) surgem como fatores críticos para a sustentabilidade financeira.
Do ponto de vista teórico, o estudo contribui para a literatura ao evidenciar a interação entre localização, conceito e execução operacional como eixos centrais da rentabilidade em restauração hoteleira, destacando o papel da micro localização e da ativação comercial. Em termos práticos, fornece recomendações aplicáveis a gestores hoteleiros, desde a criação de acessos independentes até à valorização de rooftops e à integração de práticas de controlo de custos e marketing local.
This research examines the impact of restaurant location in four-star urban hotels, specifically within Porto’s historic city centre, on their profitability — whether with exclusive access through the hotel interior or direct street access. Considering the increasing strategic relevance of the Food & Beverage (F&B) sector in contemporary hospitality, the study aims to assess how factors such as visibility, accessibility, and urban integration influence the attraction of external customers and, in turn, the financial performance of hotel restaurants. The investigation adopts a qualitative approach, combining semi-structured interviews with hotel and F&B directors and structured direct observation through a checklist, across twelve outlets in four-star hotels located in Porto’s historic centre. Content analysis enabled the identification of demand patterns, best practices in restaurant conceptualization, and mechanisms linking location, concept, and profitability. Findings show that restaurants with street access, terraces, or rooftop locations attract a higher share of external customers — in some cases exceeding 90% of total demand — whereas outlets accessible only from the hotel interior are more dependent on in-house guests. Small interventions, such as creating an independent entrance or reinforcing signage, proved to significantly increase attractiveness. Strategically, coherence between the gastronomic concept and the hotel’s brand identity, menu engineering focused on high-margin items, experience-based price differentiation (e.g., premium for views or exclusivity), and commercial activation (events, digital presence) emerged as critical drivers of financial sustainability. Theoretically, the study contributes to the literature by evidencing the interaction between location, concept, and operational execution as key pillars of profitability in hotel restaurants, while also highlighting the role of micro-location and commercial activation. Practically, it provides actionable recommendations for hospitality managers, including the creation of independent access, the valorization of rooftops, and the integration of cost-control measures and local marketing strategies.
This research examines the impact of restaurant location in four-star urban hotels, specifically within Porto’s historic city centre, on their profitability — whether with exclusive access through the hotel interior or direct street access. Considering the increasing strategic relevance of the Food & Beverage (F&B) sector in contemporary hospitality, the study aims to assess how factors such as visibility, accessibility, and urban integration influence the attraction of external customers and, in turn, the financial performance of hotel restaurants. The investigation adopts a qualitative approach, combining semi-structured interviews with hotel and F&B directors and structured direct observation through a checklist, across twelve outlets in four-star hotels located in Porto’s historic centre. Content analysis enabled the identification of demand patterns, best practices in restaurant conceptualization, and mechanisms linking location, concept, and profitability. Findings show that restaurants with street access, terraces, or rooftop locations attract a higher share of external customers — in some cases exceeding 90% of total demand — whereas outlets accessible only from the hotel interior are more dependent on in-house guests. Small interventions, such as creating an independent entrance or reinforcing signage, proved to significantly increase attractiveness. Strategically, coherence between the gastronomic concept and the hotel’s brand identity, menu engineering focused on high-margin items, experience-based price differentiation (e.g., premium for views or exclusivity), and commercial activation (events, digital presence) emerged as critical drivers of financial sustainability. Theoretically, the study contributes to the literature by evidencing the interaction between location, concept, and operational execution as key pillars of profitability in hotel restaurants, while also highlighting the role of micro-location and commercial activation. Practically, it provides actionable recommendations for hospitality managers, including the creation of independent access, the valorization of rooftops, and the integration of cost-control measures and local marketing strategies.
Description
Dissertação de mestrado
Keywords
Gestão de restaurantes de hotel Comportamento do consumidor Localização de restaurantes Departamento de F&B Hotel restaurant management Consumer behavior Restaurant location F&B department