Servicescape is a physical setting where the performance, delivery and consumption are exchanged within a service marketplace. It includes sensory components, such as the theme of the place that has a high impact on customer perceptions and purchasing decisions and providing them with extraordinary experiences (Pine and Gilmore, 1999; Zeithaml, Bitner and Gremler, 2009). Therefore, the Disneyization concept which is influenced by the previous was applied as it focuses on providing differentiated services. However, the purpose of this research was to explore how theming and performative labour have been used in Small-Medium-Enterprises (SME) cafés as a differentiation strategy, thus only 2/4 Disneyization principles were looked into. Together with their teamwork differentiation was established against homogenised Fika cafés in Sweden. Three sub-questions have been created to allow the authors to answer the main question accurately. Deductive reasoning has been adapted for theory collection, while qualitative research was used when collecting primary data, through purposive sampling, due to criteria having to be met. A total of seven cafés participated through face-to-face semi-structured interviews. A thematic analysis was followed to analyse, code, review, and define themes. The themes in the findings were cross-referenced with the literature review, thus the use of both interpretive and positivist research has shown slightly different results from previous studies. The findings state that when theming, all cafés cared about the different sensory elements such as interior design, sounds and smell for creating uniqueness. However, different from big enterprises, the passion of owners towards the theme was a significant factor in creating a successful theme as well. Nevertheless, theming alone was found to be not efficient enough as a differentiation strategy. Performative labour is needed to complement it which includes the concepts of emotional and aesthetic labour. Aesthetic labour had not a high effect on differentiating services, rather the extent of its application depends on the place and theme itself. On the contrary, emotional labour, which was connected with the service provided had a significant effect on instead, through interaction. Interaction is what is found to provide a unique service, creating a customer experience, thus loyal ones. Furthermore, the execution of theming and performative labour through a strong team is what creates a differentiation strategy in the face of competitors. Therefore, a Differentiation Strategy (DS) model for SME cafés was developed from the Disneyization model to include interaction and teamwork. The empirical data suggest that if a SME café successfully implements the model, it will create a differentiated strategy for itself.

Управление персоналом – это установление организационно-экономических, социально-психологических и правовых отношений субъекта и объекта управления с целью получения качественного персонала. На примере организации «Французский пекарь» можно проследить то, как происходит развитие рынка кофеен с течением времени и как меняется стратегия управления персоналом при масштабировании. Объектом исследования данной выпускной квалификационной работы магистра является управление персоналом на предприятиях общественного питания. Предмет исследования – персонал предприятия общественного питания. Цель исследования – выявить особенности и проблематику в работе с персоналом на предприятиях общественного питания и проанализировать технологии управления персоналом на предприятиях общественного питания на примере сети кофеен Французский пекарь. Исходя из поставленной цели, в работе решаются следующие задачи -раскрытие понятия «управления персоналом» и ее целей, рассмотрение теоретических основ системы управления персоналом на предприятиях общественного питания, проанализировать рынок кофеен России и Екатеринбурга в частности и изучить организацию системы управления персоналом в кофейне «Французский Пекарь». В ходе работы было раскрыто понятие «управление персоналом», были определены цели, рассмотрены основные сегменты в теории управления персоналом. В анализе рынка кофеен были обозначены основные тенденции развития кофейного рынка России и Екатеринбурга, в частности. Благодаря изучению и анализу вышеизложенного материала можно подвести итоги об изучаемой компании «Французский Пекарь». Система управления персоналом в компании отвечает внешним рыночным и внутренним организационным вызовам. / Human resources management is the establishment of organizational, economic, social, psychological and legal relations between a subject and a management object in order to obtain high-quality personnel. Using the example of the French Baker organization, we can trace how the coffee market develops over time and how the personnel management strategy changes when scaling. The object of study of this final qualification work of the master is personnel management in catering. Subject of study - restaurant staff. The purpose of the study is to identify features and problems in working with personnel at public catering enterprises and to analyze personnel management technologies at public catering enterprises using the example of the French baker coffee shop network. Based on the goal, the following tasks are solved: the disclosure of the concept of “human resources management” and its goals, consideration of the theoretical foundations of the personnel management system at public catering establishments, to analyze the coffee market in Russia and Yekaterinburg in particular, and to study the organization of the personnel management system in the “French Coffee House Baker". In the course of the work, the concept of “human resources management” was revealed, goals were defined, the main segments in the theory of personnel management were considered. In the analysis of the coffee market, the main trends in the development of the coffee market in Russia and Yekaterinburg, in particular, were identified. Thanks to the study and analysis of the above material, you can summarize the studied company "French Baker". The personnel management system in the company meets external market and internal organizational challenges.

The subject of the diploma theses is architectonical's study of the culture and public center. It's consisted of three buildings, located in the southwestern part of the Brno dam. The objects are functionally divided into yachtclub, café with a terrace and hotel. The buildings are designed as a wave shape that are visually lined. The design consists of a steel arch truss supported by steel columns. The cladding is made of masonry Porotherm 30 P + D fixed between the steel columbs. Glassed part of the building is designed by using structural glazing which is an aluminum facade system REYNAERS CW 86/SG. The top layer of a roof is made by white Siakaplan membrane foil. The color tones are white (Sikaplan, membrane roofing terraces), brown (wood paneling) and metal (metal veneer, exterior steel staircase).

The object of this master’s thesis is a newly-built mixed-use building in the town of Uherské Hradiště. It includes parking and office spaces, retail shops, and a coffee shop. The building is situated in a mildly sloping terrain near the town centre. It is a three-storey detached building with partial basement. The floor plan was created by joining several different-sized rectangles together. The mixed-use building is based on foundation pads and slabs. It is roofed with a warm flat roof and, above the first floor, with a green roof. The building consists of a cast-in-place reinforced concrete frame with columns and beams. The floor structure is composed of prestressed hollow core slabs. The external wall of the above-ground floors is made of hollow clay blocks and the basement external wall is made of permanent formwork. The wall of the lift shaft is built from reinforced concrete and the staircase is composed of precast reinforced concrete slabs. The external walls are insulated with contact thermal insulation system and in some parts there is timber cladding – ventilated façade with thermal insulation from glass wool. The thermal insulation of the basement and of the plinth is made of extruded polystyrene. The object is divided into several functional zones. On the ground floor there is a coffee shop, a copy shop, a stationery shop, and a bakery. On the first and second floors there are office spaces. In the basement there are technical facilities only. The main entrance of the object is from the northwest part of the plot. There the entrance to the car park is also located, situated to the northwest and southwest side of the plot. Bicycle stands and a place for recycling is also located there. Around the object there is a pavement from which there is wheelchair access to all of the functional zones.