INTRODUCTION TO THE HOSPITALITY INDUSTRY

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TOPIC 1

• INTRODUCTION TO THE HOSPITALITY INDUSTRY

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TOPIC 1INTRODUCTION TO THE HOSPITALITY
INDUSTRY

• According to the Oxford Dictionary, hospitality
  means the reception and entertainment of guests,
  visitors or strangers with liberality and good
  will.
• The word hospitality is derived from hospice
  (nursing home), a medieval house of rest for
  travelers and pilgrims.
• Hospitality then includes hotels and restaurants.

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• Hospitality may be defined as meeting the needs
  of guests in a variety of establishments.
• The hospitality Industry offers employment to
  people of differing personalities, background and
  skills through a wide diversity of type of
  outlets serving food and beverages.

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Following are the FB that offered services to
the guests need.

• Café usually offer teas, coffees, soft drink,
• snack and often light meals.(eg.coffee bean,
  starbuck)
• Cafeterias usually attached to institution such
  as museums or educational establishment sometimes
  recreational place. Usually offer light
  refreshment.
• Food halls/ Food courts in the shopping mall,
  offer are light food to heavy food such as
  pastries, noodle, rice and drinks.

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• Public House the meals available range from
  simple bar snacks or sometimes informal
  restaurant style offering three course meal.
• Casual dining restaurant (BISTROS) service
  provided usually casual dining and table service.
• Ethnic restaurant offering culture experience
  offered to guests as well as the food.

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• Functions (receptions/banquet/conventions) the
  number of guests and the style of function can
  vary enormously so function demand extreme
  flexibility from both food management and service
  staff.
• Fine dining restaurant offering comfortable or
  impressive ambience for the fine cuisine. Staff
  must be highly skilled.

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• 1.TRAVEL AND TOURISM SECTOR
• Travel Agencies
• Travel Wholesalers/Retailer
• Transportation
• Business, meeting convention
• Recreation sport
• Entertainment
• Trade culture fairs, etc

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• 2. LODGING SECTOR
• Hotels
• Motels/budget hotels
• Motor homes
• Resorts/chalet
• Condotels
• Travel lodges
• Residential suite
• Rest houses,etc

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• 3. FOODSERVICE SECTOR
• Hotel FB
• Commercial foodservice
• Institutional foodservices, etc
• 4. ALLIED INDUSTRY
• Educational and training institutions
• Supermarkets
• Vending machines

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FOODSERVICE INDUSTRY

• Defined as the art of supplying food and
  beverage services away from home or to the home
  but prepared elsewhere.
• The National Restaurant Association (USA) divides
  the foodservice industry into two categories
• 1. Commercial
• 2. Noncommercial

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• However since 1993,Restaurants and Institutions
  (USA) no longer divided the industry into these
  categories because menu item and facility
  ambience choices between categories are almost
  nonexistent overseas.
• In Malaysia, there are still obvious differences
  between the two categories of foodservice.
• The term commercial and noncommercial are still
  used to indicate the degree of choice a customer
  has in selecting where to eat.

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TYPES OF FOODSERVICE OPERATION

• The foodservice industry can be classified into 2
  major groups
• COMMERCIAL FOODSERVICES
• INSTITUTIONAL FOODSERVICE

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1. COMMERCIAL FOODSERVICES

• A. EATING PLACES
• Full-Service Restaurants
• Limited Service (fast-food) Restaurants
• Commercial Cafeterias
• Social Caterers
• Specialty Restaurants-ice cream, yogurt stands
• Ethnic Restaurants
• Food Courts

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B. FOOD CONTRACTORS

• Manufacturing and Industrial Plants
• Commercial and Office Buildings
• Hospitals
• Colleges Universities/Primary Secondary
  Schools
• In-transit Foodservice (airlines/railways)
• Recreation and Sports Center

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C. LODGING PLACES

• Hotel Food and Beverage Outlets
• Motel Restaurants
• Retail-Host Restaurant
• Recreation and Sport
• Mobile Caterers
• Vending and Nonstore Retailers

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2. INSTITUTIONAL FOODSERVICE

• A. EMPLOYEE FOODSERVICE
• Staff canteens/cafeterias
• B. GOVERNMENT NURSERIES, ELEMENTARY AND SECONDARY
  BOARDING SCHOOLS
• Subsidized foods for infants, toddlers, children,
  students in residential halls, boarding schools,
  hostels.

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C. COLLEGES AND UNIVERSITIES

• Government/semi-government higher institutions
• Student dining halls
• In-house foodservices
• Academic and non-academic staff cafeterias
• INDUSTRIAL FOODSERVICE
• In-house subsidized mass foodservice for employees

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GOVERNMENT HOSPITALS

• District hospitals/healthcare centers
• City/general hospitals
• Staffs/nurses/doctors canteen
• REHABILITATION CENTERS
• Pusat Serenti/ Pusat Pemulihan Dadah
• Prison Foodservice
• Boys/Girls rehabilitation centers

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GOVERNMENT NURSING HOMES AND HOMES FOR AGED,
BLIND,ORPHANS AND HOMES FOR THE RETARDED

• Rumah anak-anak yatim
• Rumah orang-orang tua
• Rumah orang-orang cacat
• Taman Bahagia, Pusat Penyakit Kusta- Sg.Buluh,
  Pusat TB.

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CLUBS, SPORTING AND RECREATIONAL CAMPS

• COMMUNITY CENTERS
• MILITARY/ UNIFORMED FOODSERVICE
• Officers and Open Mess
• Airforce
• Army Navy
• Police
• Fire Brigades

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COMMERCIAL OPERATIONS

• Three (3) basic commercial food service
  operations are
• Independents
• Chain Restaurants
• Franchises

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INDEPENDENTS

• Owned by an owner or owners who have one or more
  properties that have no chain relationship.
• Menus may not be identical among properties.
• Food purchase specifications may differ,
  operating procedures are varied, etc.

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CHAIN RESTAURANTS

• Part of a multi-unit organization
• Often share the same menu
• Purchase supplies and equipment cooperatively.
• Follow operating procedures that have been
  standardized for every restaurant in the chain
• May be owned by a parent company, a franchise
  company or by a private owner or owners
• Some chains are operated by a management company.

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ADVANTAGES

• Large chains can readily acquire cash, credit and
  long-term leases on land and buildings
• Ability to experiment with different menus,
  themes, designs and operating procedures
• Can afford staff specialists who are experts in
  finance, construction, operations and recipe
  development
• Able to generate internal financial information
  that can be used as a basis of comparison among
  properties

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DISADVANTAGES

• Difficult to keep up with changing markets and
  economic conditions.
• Involve a large amount of paperwork, rules and
  procedures that can slow them down.
• Top management may lose motivation to keep up and
  what is best for the company might not always
  receive the highest priority.

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FRANCHISES

• A special category of chain operations
• The franchisee (the owner of the franchise
  property) pay fees to
• Use the name
• Building design
• Business methods of the franchiser (the franchise
  company)
• The franchisee must agree to maintain the
  franchisors business and quality standards.

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• To initial franchise fees, the franchisee may be
  required to pay
• Royalty fees assessed on the basis of a specified
  percentage of sales or other factors
• Advertising costs, sign rental fees and other
  costs such as stationary and food products.

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ADVANTAGES

• Start-up assistance
• Company-sponsored training programs for
  management staff and training resource materials
  for employees
• National contributions toward local advertising
  campaigns

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• Higher sales because
• more extensive advertising.
• greater name recognition of the franchise chain.
• the consistency of product and services among
  chain properties (guest know what to expect).
• Lower food costs due to volume purchasing by the
  chain
• Tested operating procedures which specify how
  things should be done.

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DISADVANTAGES

• The contract is generally very restrictive
• The franchisee has little choice about
• The style of operation
• The product served
• Services offered
• Methods of operation
• The menu might be set along with the décor,
  required furnishings and production equipment.

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• Since the franchise agreement is drawn up by the
  franchiser, the document generally favors the
  franchiser
• The agreement may leave little to negotiate
• This causes problems if there are disagreements
  between the two parties.

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INSTITUTIONAL OPERATIONS

• Traditionally, a large percentage of
  institutional food service operations have
  focused on nutrition and other non-economic
  factors.
• Today, as pressures for cost containment
  accompany reduced income, there is a need to
  manage institutional food service operations as
  professional businesses.
• Sometimes this is done by the institutions
  themselves.
• Other institutions choose management companies to
  help them minimize costs.

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MANAGEMENT COMPANIES

• ADVANTAGES
• Large nationwide management companies have
  greater resources to solves specific problems.
• Can save money for institutions through effective
  negotiations with suppliers.
• Can often operate institutional food service
  programs at a lower cost than the institutions
  can.
• Institution administrators, trained in areas
  other than food service operations, can delegate
  food service responsibilities to professional
  food service managers.

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DISADVANTAGES

• Too much control in matters that affect the
  public image of the institution, long range
  operating plans and other important issues.
• Some people may dislike having a profit-making
  business involved in the operation of a health
  care, educational or other institutional food
  service program
• There may be concerns that a management company
  will decrease food and beverage quality.

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• The institutional operation may depend too much
  on the management company. What happens if the
  management company discontinues the contract? How
  long will it take discontinues the contract? How
  long will it take to implement a self-oriented
  program or find another management company?
• Although management companies are usually hired
  to reduce operating costs, higher operating costs
  are also possible when management companies are
  used.

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COMPARISONS BETWEEN COMMERCIAL INSTITUTIONAL
FOODSERVICE
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ORGANIZATION OF FOOD AND BEVERAGE OPERATION

• PEOPLE IN FOOD SERVICE
• Can be grouped into three (3) general categories
• Managers
• Production personnel
• Service personnel

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MANAGERS

• There are three (3) levels of managers
• Top managers
• Middle managers
• Supervisor
• TOP MANAGER
• Concerned with long-term plans and goals
• Focus more than other managers on the business
  environment.
• Watch for environmental opportunities and threats
  such as changes in strategy by competitors, a
  sluggish economy and so on.

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MIDDLE MANAGERS

• Are in the middle of the chain of command
• Key positions through which communication flows
  up and down the organization.
• Concerned with shorter-term goals and less
  concerned with large environmental issues
• Supervise lower-level middle managers or
  supervisors.

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PRODUCTION PERSONNEL

• Concerned primarily with food production
• Usually have little contact with the guests.
• Typical production personnel include
• Chefs
• Cooks
• Assistant cooks
• Pantry-service assistants
• Stewards
• Storeroom
• Receiving employees
• Bakers

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SERVICE PERSONNEL

• Have a great deal of contact with guest
• Perform a wide variety of functions and
  activities.
• Service personnel include
• Dining room managers
• Host/Captains/Maitre ds
• Food servers
• Buspersons
• Bartenders
• Beverage servers
• Cashiers/Checkers
• Other service personnel

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DINING ROOM MANAGER

• At large properties, the dining room manager
  directly supervises an assistant (host)
• Helps his or her assistant greet and supervise
  other service employees.
• HOSTS/CAPTAINS/MAITRE DS
• Directly supervise service employees.
• Check all phases of dining room preparation.
• Complete mise en place (to put everything in
  place)
• Discuss menu specials
• Expected regular guests
• Anticipated total number of guests with servers
  and other service employees
• May greet and help seat guests, present menus and
  take guest orders.

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FOOD SERVERS

• Serve food and beverages to guests.
• Skills food servers need depend on the operation.
• Guest service at table service restaurant is
  different from guest service at coffee shop.
• BUSPERSONS
• Setting up tables with proper appointments.
• Removing dirty dishes, linens and so on from
  tables.
• Also perform mise en place before the meal period
  begins and clean up afterwards.

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BARTENDERS

• Prepare mixed drinks and other alcoholic
  beverages
• Serve them directly to guests or to their servers
• BEVERAGE SERVERS
• Provide food and beverage items to guests in
  lounge areas.
• CASHIERS/CHECKERS
• May take reservations
• Total the price of food and beverages on guest
  checks and collect guest payments.

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OTHER SERVICE PERSONNEL

• EXPEDITER
• During busy periods to help production and
  service personnel communicate
• This person often a manager
• Controls the process of turning in order and
  picking up food items
• Can monitor production times
• Resolve disputes about when an order came in
• Coordinate the interaction among cooks and
  servers.

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FOOD CHECKER

• May assist in the transfer of food from
  production employees to food servers.
• Help to control product quality and costs by
  examining each tray before it goes into the
  dining area.
• Checking food for appearance and portion size.

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TYPICAL STAFF STRUCTURE IN LARGE RESTAURANT
RESTAURANT MANAGER
HEAD WAITER/ SUPERVISOR
CAPTAIN/STATION HEAD WAITER
WINE WAITER
CAPTAIN
STATION WAITER
LOUNGE WAITER/ WAITER/WAITRESS
JUNIOR STATION WAITER
FOOL WAITER
ASSISTANT WAITER
APPRENTICE/ RUNNER
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THE ROLE OF THE WAITER

• As a waiter you must have a good knowledge of the
  product served, what they consist of and how they
  are presented.
• Among the basic duties of a waiter are
• Preparation and maintenance of the work area.
• Maintaining good customer and staff relation.
• Making recommendation and assisting guests making
  selection.
• Order taking and recording.
• Service and clearing of food and beverage.

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CAREERS IN FOOD AND BEVERAGE SERVICE
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TOPIC 2

• FOOD AND BEVERAGE SERVICE

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TOPIC 2 FOOD AND BEVERAGE SERVICE

• Food and Beverage service has traditionally been
  seen as delivery system. The food service process
  actually consists of two processes, which are
  being managed albeit at the same time. There are
• The operational sequence Delivery
• The customer process Managing the customer
  experience

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1. The operational sequence consists of seven
stages

• Preparation for service
• Taking orders
• The service of food and drink
• Billing
• Clearing
• Dishwashing
• Clearing following service

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1. Preparation for service

• Taking order
• Table setting
• Mise en place
• 2. Taking order
• Duplicate
• order taken and copied to supply point.
• second copy retained for service.
• Triplicate
• copied to supply point, cashier for billing and
  retained for service.

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3. The services of food and drink

• technical skill and product knowledge should
  well developed.
• 4. Billing
• Bill as check- cash
• Prepaid- customer has credit issued by third
  party.
• No charge- customer not paying.
• Credit card

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5. Clearing

• Semi self clear- customers place the soiled ware
  on strategic place trolley within the dining
  for removal by operators.
• Self clear- on a conveyor or conveyorized tray,
  collecting system for mechanical transportation
  to the dish wash area.
• Self-clear and strip- into conveyorized dishwash
  baskets for direct entry of the basket through
  dishwash.

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6. Dishwashing

• 7. Clearing following sequence
• collecting linen, check quantities, equipment,
  empty coffee pot and milk jug and so on.

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2. The Customer process Managing the customer
experience

• Four basic processes can be identified based on
  what the customer has to be involved in.
• Service at a laid cover
• Part service at a laid cover and part self
  service
• Self service
• Service at a single point (ordering, receipt of
  order and payment)
• All these processes, the customer comes to where
  the food and beverage service is offered and the
  service is provided in area primarily designed
  for the purpose.

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• E. Specialized service or service in situ
• Process where the customer receives the service
  in another location and where the area is not
  primarily designed for the purpose.

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GROUP A TABLE SERVICE

• Service to customer at a laid cover
• 1. Waiter
• English service
• Family service
• American service
• French service
• Russian service
• Gueridon service
• 2. Bar counter- service to customer seated at bar
  counter

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English service

• Quantities of foods are placed in bowls or on
  platters to be passed around the table.
• The food is brought to the table by servers and
  guests then pass the food around the table,
  helping themselves to the amounts they desire.
• Some operations use family service when featuring
  family-oriented themes.

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Family service

• Serving dishes are placed on the dining table,
  allowing the guests to select and serve
  themselves.
• Enables the guests to select only what they
  require.
• Often offered in addition to plate service for
  example main item may be plate-served and the
  guests left to help themselves to vegetables or
  salad.

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• c) American service
• Food is prepared and dishes onto individual plate
  in the kitchen, carried into the dining room and
  serve to guests.
• d) Russian
• Food is cooked in the kitchen, cut, placed onto a
  serving dish and beautifully garnished.
• The dish then is presented to the guests and
  served individually by lifting the food onto
  guests plate with serving spoon and fork.

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• e) French service
• Many food items are partly or completely prepared
  at tableside, which the preparation of the food
  is completed on a gueridon table beside the
  guests seats.
• f) Gueridon service
• Gueridon means a trolley (or side table) used
  for the service or preparation of foods in the
  dining environments.

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• GROUP B
• Combination of table service and self-service
• GROUP C SELF-SERVICE
• Self-service of customers
• 4. Cafeteria

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GROUP D SINGLE POINT SERVICE

• Service of customers at a single
  point-consumed on premises or taken away.
• 5. Take away
• Customer orders and is served from single point
  at counter, customer consumes off the premises.
• Drive-thru form of take away where customer
  drives vehicles past order, payment and
  collection points.
• Fast food customer receives a complete meal,
  offering limited range menu, fast service with
  take away facility.

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• 6. Vending provision of food service and
  beverage service by means of automatic
  retailing.
• 7. Kiosks outstation to provide service for
  peak demand or in specific location.
• 8. Food court series of autonomous counters
  where customer may either order and eat or buy
  from a number of counters or eat in separate
  eating area or take away.
• 9. Bar describe selling point and consumption
  area in licensed premises.

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GROUP E SPECIALIZED

• Service to customer in area not primarily
  designed for service.
• Tray whole or part of meal on tray to customer
  in situ. (Hospitals, aircraft).
• Trolley service of food and beverage from
  trolley away from dining areas (aircraft or on
  train)
• Home delivery food delivered to customers home
  or place of work.

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• Lounge variety of food and beverage in lounge
  area.
• Room variety of food and beverage in guest
  apartments or meeting room.
• Drive-in customers park motor vehicle and are
  served at the vehicles.

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Customer process

• The effects of variation in the five customer
  service characteristic and the resource
  utilization can be considered as follows.
• Service Types
• Availability- whether the food that they order
  available or not.
• Level of service method of service, speed of
  service, accept credit card or not.
• Reliability serve the customer properly or not.
• Flexibility of the service.

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SIMPLE CATEGORIZATION OF THE FOOD AND BEVERAGE
SERVICE PROCESS
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TOPIC 3

• THE MENU

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TOPIC 3THE MENU

• The menu dictates
• How your operation will be organized and managed.
• The extent to which it will meets goals.
• How the building itself (interior) should be
  designed and constructed.

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For guests

• The menu is much more than just a list of
  available foods.
• Communicates the operations image by helping to
  set a mood and build interest and excitement.
• For production employees
• Dictates what foods must be prepared.
• The tasks of service employees are also
  influenced by what items are offered on the menu.

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• For managers
• Menu is the chief in-house marketing and sales
  tool.
• Tells them what food and beverages must be
  purchased.
• Types of equipment they have to have.
• The number of workers they must hire
• The skill level of those workers.

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MENU SCHEDULES

• A) Fixed menu
• Single menu is used daily.
• Work best at restaurants and other food service
  establishment.
• Where there are enough items listed on the menu
  to offer.

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• B) Cycle menu
• One that changes every day for a certain period
  of days, then the cycle is repeated.
• Provide variety for guests who eat at an
  operation frequently or even daily (Institutional
  operations such as schools and hospitals).
• Cycles range from a week to four weeks.
• If cycle is too short, the menus repeat too often
  and guests may become dissatisfied.
• If cycle is too long, production and labor costs
  involved in purchasing, storing and preparing the
  greater variety of foods may be excessive.

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TYPES OF MENUS

• Menus can also be categorized by type.
• Three basic types of menus are
• Breakfast
• Lunch
• Dinner
• There are also a large number of specialty menus
  designed to appeal to a specific guest group or
  meet a specific marketing need.
• The types of menus will depend on the
• Number of meals it serves
• The type of operation it is

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Breakfast

• Breakfast menu items are simple, fast and
  inexpensive.
• To keep prices down and make quick service
  possible, the most breakfast menus are relatively
  limited, offering only the essential breakfast
  menu items.

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Lunch

• Guests are usually in a hurry.
• Therefore, lunch menus also easy and quick to
  make.
• Sandwiches, soups and salads are important in
  many lunch menus.
• Most lunch menus offer specials everyday and
  printed on a separate piece of paper and clipped
  onto the lunch menu.
• Usually lighter than dinner because most guests
  do not want to feel filled up and sleepy during
  the afternoon.

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Dinner

• The menu items offered at dinner are heavier and
  more elaborate than those offered at breakfast or
  lunch
• Guest are willing to pay more for dinner.
• They also expect
• A greater selection of menu items
• Place a greater premium on service, atmosphere
  and décor.

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Specialty

• From poolside menus to menus for afternoon teas.
• Example
• Childrens
• Senior citizens
• Alcoholic beverage
• Dessert
• Room service
• Take out
• Banquet
• Ethnic

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MENU PLANNING

• When the menu has been properly planned
• Work will flow more smoothly
• Guests will be served more effectively
• Profits will be greater
• Menu planning consists selecting new menu
  items for an existing menu.

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How does a menu planner go about making these
selection?

• Know your guests
• What kind of guests?
• Are they willing to pay for a meal?
• What do your guests want to eat and drink?
• When menu items are selected, the
  preferences of guests must be considered.

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GUEST PREFERENCES

• By interviewing guests
• Reading surveys
• Comment cards
• Trade journals
• Studying production and sales records

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• Knowing your operation
• Type of operation helps determine what
  kinds of menu items are appropriate.
• Five(5) components of your operation have a
  direct impact on what kinds of menu items can be
  offered
• Theme or cuisine
• Equipment
• Personnel
• Quality standards
• Budget

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MENU PRICING STYLES

• Three basic categories of menu are
• Table dhote
• A la carte
• Combination table dhote/ a la carte

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TABLE DHOTE

• Pronounced as tobble dote
• Offers a complete meal for one price
• Sometimes called prix fixe (pree feeks)
• Prix fixe is French for fixed price.
• Example Set menu

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A LA CARTE

• Offer choices in each course
• Item is individually priced and charged
• Item are cooked to order
• The prices of the menu items they select are
  added together to determine the cost of the meal.

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• COMBINATION
• Many operations have menus that are a combination
  of the table dhote and a la carte pricing styles
• Example Chinese and other ethnic-food restaurants

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SELECTING MENU ITEMS

• Can be categorized as
• Appetizers
• Salads
• Entrees
• Starch item (potatoes,rice,pasta)
• Vegetables
• Desserts
• Beverages

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• APPETIZERS
• Include fruit or tomato juice, cheese, fruit and
  seafood items such as shrimp cocktail
• To enliven the appetite before dinner
• Generally small in size and spicy or pleasantly
  biting or tart.

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SOUPS

• Sometimes a soup du jour is listed (du jour
  means of the day)
• Soup offered are determined by type of operation
• Seafood restaurant usually offer soups like
• Clam chowder
• Shrimp
• Lobster bisque
• Italian restaurants often have minestrone soup
• ENTREES
• What kinds of entrees to offer beef, pork, fish,
  entrée salads, etc.
• Must consider methods of preparation

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STARCH / VEGETABLES

• Sometime is part of the entrée-sirloin tips in
  gravy served over rice.
• Sometime is separate-a baked potato or side dish
  of pasta.
• In many restaurant, vegetables is served with
  entrée but can also be offered as side dishes.

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SALADS

• The first decision a planner must make about
  salads is whether they will be strictly side
  dishes or offered as entrees
• Salad entrees chicken salad, shrimp salad or
  chefs salad.
• Side-dish salads tossed salad, coleslaw, potato
  salad, fruit salad and cottage cheese salad.
• DESSERTS
• Typically high-profit items.
• Low-calorie can be offered for the
  health-conscious.

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BEVERAGES

• Non alcoholic beverages are often listed at the
  end of the menu
• If an operation offers alcoholic beverages, how
  many beverages will be included.
• Based on guest preferences, the restaurants
  image, beverage inventory cost, space and other
  factors.

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COMMON MENU-DESIGN MISTAKES

• Menu is too small
• Type is too small
• No descriptive copy
• Every item treated the same
• Some of the operations food and beverages are
  not listed
• Clip-on problems
• Basic information about the property and its
  policies are not included
• Blank pages

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EVALUATING MENUS

• To determine how well menu items are selling
• Production records
• Sales history records

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MENU BALANCE

• Once all the menu items have been selected for
  the menu, the menu should be reviewed for
  business, aesthetic and nutritional balance.
• Business balance the balance between food costs,
  menu prices, the popularity of items and other
  financial and marketing considerations.
• Aesthetic balance the degree to which meals have
  been constructed with an eye to the colors,
  textures, and flavors of foods.
• Nutritional balance more important for
  institutional food service operations than for
  commercial properties.

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MENU DESIGN

• A well-designed menu complements
• A restaurants overall theme
• Blends in with the interior décor
• Communicates with guests
• Helps sell the operation and its menu items
• Menu design depends on the type of operation.

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COPY

• After selected the menu items, copy must be
  written.
• The appropriateness of menu copy depends on
• The operation
• Its guests
• The meal period

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• Copy of childrens menus should be entertaining.
• Copy on lunch menus should be brief and to the
  point.
• Copy on dinner menus can be more descriptive.
• Menu copy can be divided into 3 elements
• Headings
• Descriptive copy for menu items
• Supplemental merchandising copy

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HEADING

• Major heads, subheads and names of menu items.
• Major heads Appetizers, Soups, Entrees, etc.
• Subheads under the main heading ENTRÉE could be
  Steak, Seafood and Todays Special.
• Keep menu items names simple so that guests are
  not confused.
• Rules of grammar should be followed for the
  language that is used,

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DESCRIPTIVE COPY

• Informs guests about menu items and helps
  increase sales.
• Descriptive copy included
• Menu items main ingredient
• Important secondary ingredients
• Method of preparation
• The description should not be a recipe.
• Most entrées are high-profit items and they
  usually get the most copy.
• Specialties of the house deserve extra copy,
  since they help define an operations character
  and appeal.

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SUPPLEMENTAL MERCHANDISING COPY

• Copy on the menu that is devoted to subjects
  other than the menu items.
• Includes basic information of
• Address
• Telephone number
• Days and hours of operation
• Meals served
• Reservations and payment policies, etc.
• Can be also entertaining a history of the
  restaurant, a statement about managements
  commitment to guest service or even poetry.

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LAYOUT

• The menu must be organized into a layout-a rough
  sketch of how the finished menu will look.
• Layout includes
• Listing menu items in the right sequence
• Placing the menu items names and descriptive
  copy on the page
• Determining the menus format
• Choosing the right typeface and the right paper
• Integrating artwork into the menu.

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SEQUENCE

• A meal has beginning, middle and an end.
• Appetizers and soups listed first, entrees next
  and desserts last
• Those items that are most popular or are most
  profitable are typically listed first so guest
  can find them easily.

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PLACEMENT

• Draw a rough sketch of the menu with boxes or
  series of horizontal lines to represent the
  approximate space the descriptive copy for each
  menu items will take up.
• Should be careful not to make the menu too
  crowded.
• FORMAT
• Refers to menus size, shape and general makeup.

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TYPEFACE

• Refers to the style of the menus printed
  letters.
• Never set menu copy in type that is smaller than
  12-point.
• In general, type should be dark color printed on
  light-colored paper for easy reading.
• Should be reflect the operations personality.

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ARTWORK

• Includes drawings, photographs, decorative
  patterns and borders.
• Used to attract interest, highlight menu copy or
  reinforce the operations image
• Should fit in with the interior design or overall
  decorative scheme of the restaurant.
• PAPER
• Differs in strength, opacity (the amount of
  transparency) and ink receptivity
• The right paper for the menu depends in part on
  how often the menu will be used.

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COVER

• A well-designed cover communicates the images,
  style, cuisine, even the price range of the
  operation
• The name of the restaurant is all the copy the
  cover needs.
• Colors on the cover should either blend in or
  contrast pleasantly with the color scheme of the
  restaurant.
• Colors must be chosen with care because colors
  produce many conscious and subconscious effects.

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TOPIC 4

• THE MEAL EXPERIENCE

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TOPIC 4 THE MEAL EXPERIENCE

• The meal experience may defined as a series of
  events- both tangible and intangible.
• The main part of the experience begins when
  customers enter a restaurant and ends when they
  leave.
• Those tangible FOOD AND DRINK
• Those intangible SERVICE,ATMOSPHERE,
• MOOD, ETC.

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GENERAL FACTORS AFFECTING A CUSTOMERS CHOICE OF
MEAL EXPERIENCE

• SOCIAL A social occasion
• BUSINESS The more important and valued the
  business, the more expensive and up-market will
  be the restaurant.
• CONVENIENCE and TIME Convenient because of its
  location or because of its speed of service.
• ATMOSPHERE and SERVICE The atmosphere,
  cleanliness and hygiene of certain types of
  catering facilities and the social skills of the
  service staff.
• PRICE The price level of an operation.
• THE MENU May appear interesting or adventurous
  or have been recommended, enabling customers to
  enjoy a different type of meal from that cooked
  at home.

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EATING OUT

• Valuable data for all caterers
• An analysis of who eats out and frequency that
  they do.
• The actual reason given by customers for eating
  out.
• Types of catering establishments that the public
  choose to eat out.

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BASIC INFORMATION SHOULD PROVIDE

• Sufficient data to aid decision-making.
• Accurate and up-to-date consumers profiles, so
  that able to meet the requirements of the
  consumer.
• Competitive analysis, so that an organization can
  in part measure its own performance
• Research should always be ongoing and not just of
  an occasional nature.

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FOOD AND DRINK

• The type of food and drink that people choose to
  consume away from home depends on a number of
  factors which are of particular concern to
  customers. They include
• The choice of food and drink available whether
  the menu is limited or extensive, the operation
  revolves around one particular product or varied
  choice.
• The quality of the product offered fresh or
  convenience foods.
• The quantity of the product offered portion
  sizes.

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• The consistent standards of the product.
• The range of tastes, textures, aromas and colors
  offered by a food dish or drink.
• The food and drink are served at correct
  temperatures.
• The presentation of the food and drink enhances
  the product offered.
• The price and perceived value for money
• The quality of the total meal experience matches
  or even enhances the expectations of the guests.

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VARIETY IN MENU CHOICE

• The menu choice offered by a restaurant is
  dependent on
• The price the customer is willing to pay.
• The amount of time available for meal experience.
• The level of the market in which the restaurant
  is situated and consequently.
• The types of customer likely to frequent that
  type of operation.

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The choice of menu from the caterers point of
view

• The production and service facilities available.
• The skills of the staff.
• Availability of commodities.
• Potential profitability of the menu.

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LEVEL OF SERVICE

• The higher the cost of the meal to the customer,
  the more service the customer expects to receive.
• The actual service of the food and beverages to
  the customer may be described as the direct
  service.
• Part of the restaurants total service is also
  composed of indirect services for example
  provision of cloakroom facilities, availability
  of a telephone for customer use and so on.

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PRICE AND VALUE FOR MONEY

• Customers will frequent a restaurant not only
  because of its food and service but also because
  they feel the price they are paying represents
  value for money.
• ATMOSPHERE AND MOOD
• Often described as an intangible feel inside a
  restaurant.
• Include the décor and interior design of the
  restaurant
• The table and seating arrangements

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• The service accompaniments
• The dress and attitude of the staff
• The tempo of service
• The age, the dress and sex of the other customers
• The sound levels in the restaurant
• The temperature of the restaurant, bars and
  cloakrooms
• Overall cleanliness of the environment
• The professionalism of the staff.

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INTERIOR DESIGN

• The first impression of the restaurant is very
  important.
• Composed of many different aspects
• The size and shape of the room
• The furniture and fittings
• The color scheme
• Lighting
• Air conditioning and so on
• The color scheme should blend and balance and be
  enhanced by lighting arrangement, table and
  chairs.

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EXPECTATION AND IDENTIFICATION

• Arriving at a restaurant for a meal bring a
  series of expectations regarding that restaurant
• The type of service they will receive
• The price they will pay
• The expected atmosphere and mood of the
  restaurant and so on.
• A customer has different needs and expectations
  on different meal occasions and similarly at
  different times of the day.

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LOCATION AND ACCESSIBILITY

• Services which are not appropriately located may
  not be performed at all.
• Customers arriving by car will expect adequate
  car parking facilities.
• If customers have to travel by public transport,
  the operation should be well served by buses,
  trains or taxis.

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FOOD AND BEVERAGE SERVICE EMPLOYEES

• Staff employed by restaurant operation should
  complement the meal experience of the customers.
• They are able to do this in variety of ways
• Their social skills.
• Their age and sex.
• Their uniform.
• The tempo of their service and so on.

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• The production of the right product. The meal
  experience begins with basic marketing questions
  of who are our customers and what do they want.
• Caterers are able to determine their position in
  their market and offer the right product at the
  right price for the identified market segments.

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TRENDS IN EATING OUT

• General trends in eating out include the
  following
• An increase in interest in healthy eating by the
  general public.
• An increase in awareness of hygiene and
  cleanliness.
• An increase in the demand for vegetarian foods,
  particularly by young people.
• A decline in the general demand for red meats
  with an increase in demand for white meats, fish
  and pasta.

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• A growing demand for organically produced fresh
  foods with a resistance to foods containing
  artificial additives, flavourings and colourings.
• An increase in demand for spicy type foods.
• An increase in the demand for no smoking zones in
  restaurants.

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TOPIC 5

• STYLE / TYPES OF SERVICE

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TOPIC 5 STYLE / TYPES OF SERVICE

• Introduction
• There are many different approaches to serving
  food. For example
• TABLE SERVICE
• BUFFET SERVICE
• CAFETERIA SERVICE
• OTHER TYPES OF SERVICE
• An operation should use a service style or a
  combination of service styles that best satisfies
  its guests wants and needs.

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TABLE SERVICE

• Traditional table service provides service for
  guests who are seated at tables.
• There are four(4) common styles of table service
• AMERICAN SERVICE
• ENGLISH SERVICE
• FRENCH SERVICE
• RUSSIAN SERVICE

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AMERICAN SERVICE

• Simplified version of Russian service.
• Food is prepared and dished on to individual
  plate in the kitchen, carried into the dining
  room and served to guests.
• More popular because it is quicker and guests
  receive the food while its still hot and
  beautifully presented.
• The food is presented on the right side of the
  guests and plates are cleared on the left side of
  the guests
• Can be simple and casual or complex and elegant.

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ENGLISH SERVICE

• Much like service at home.
• Quantities of foods are placed in bowls or on
  platters to be passed around the table.
• The food is brought to the table by servers who
  present the food to the guests.
• The guests then pass the food around the table,
  helping themselves to the amount they desire.
• This types of service is often used in homes
  during holidays such as Thanksgiving and
  Christmas.

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FRENCH SERVICE

• Many food items are partly or completely prepared
  at tableside.
• The food is attractively arranged on platter and
  presented to guests after which the preparation
  of the food is completed on a gueridon table
  beside the guests seats.
• Gueridon means a trolley (or side table) used
  for the service or preparation of foods in the
  dining environments.
• This is the most expensive and impressive form of
  service and it requires experienced employees.

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• Employs three servers working together to serve
  the meal and may include a captain to seat guests
  and wine steward to serve wine.
• Chef de Rang ( Station server)
• In charge of service for approximately four
  tables
• Greet guests, describe and take menu orders
• Supervises service and completes the preparation
  of some dishes on the gueridon and carves, slices
  or de-bones dishes for guest.

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• Demi Chef de Rang ( Assistant Station server)
• Assists the Chef de Rang, takes beverage orders
  and serves food.
• Commis de Rang ( Food server in training)
• Assist the Demi de Rang with serving water, bread
  and butter, serving and cleaning of plates,
  taking orders to the kitchen and bringing the
  food to the restaurant.
• Advantages guests receive a great deal of
• attention and the
  service is
• extremely elegant.
• Disadvantages -fewer guests may be served,
• -more space is
  necessary for service.
• -many highly
  professional servers are
• required.
• -service is
  time-consuming.

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RUSSIAN SERVICE

• Food is cooked in the kitchen, cut, placed onto a
  serving dish and beautifully garnished.
• To serve, the server places a heated plate before
  each guest from the right side, going around the
  table clockwise.
• The dish then is presented to the guests and
  served individually by lifting the food onto
  guests plate with serving spoon and fork.

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• Advantages
• Only one server is needed and that this service
  is as elegant as French service, faster and less
  expensive.
• Disadvantages
• Large investment in silverware and the number of
  platters needed.
• The last guest served at the table must be served
  from the less well displayed food remaining.

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BUFFET SERVICE

• Guests select their meal from an attractive
  arrangement of food on long tables.
• The guest either helps themselves or is served by
  services staff behind the buffet tables.
• Plates, flatware and other necessary items are
  conveniently located.
• Sometimes used for banquets in combination with
  limited table service usually for beverages.

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CAFETERIA SERVICE

• Guests advance through serving lines, selecting
  their food items as they go and pay for their
  meals at the end of the counter.
• The most expensive or hardest-to-serve food items
  are usually portioned by service staff.
• However, cafeteria service is similar to buffet
  service, guest help themselves to items on
  display.

144
OTHER TYPES OF SERVICE

• Fast-food service, deli service, counter service,
  banquet service and tray service are among the
  others.
• Fast-food service
• Offer seating as well as drive-through and
  take-out services
• Service is limited to taking the guests orders
  and giving the food to the guests on trays or in
  carry-out sacks or cartons.
• Deli service
• Take-out service may offer limited seating at
  tables or at counter.

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• Counter service
• Often found in bars, lounges, snack shops and
  coffee shops.
• Banquet service
• Can accommodate any size group ranging from a
  dozen to an unlimited number of guests.
• The menu, number of guests and time of service
  are predetermined and well organized in advance.
• The menu can be limited and served quickly or may
  consist of several courses, elaborately presented
  and served.
• Water and coffee are replenished periodically.

146

• Tray service
• Associated with institutional food service.
• Meal are plated, put on trays, kept hot or cold
  in special transport carts ad moved from
  preparation/plating areas to service areas as
  needed.

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PROVIDING AN ENJOYABLE EXPERIENCE FOR GUESTS

• Standard Operating Procedure
• Each operation should set its own policies and
  standard operating procedures.
• They detail exactly what must be done and how it
  should be done
• Managers cannot rely on employees common sense
  to do the right thing at the right time.
• Performance standards that are measurable and
  observable should be tied to each operating
  procedure.
• Performance standards help managers and employees
  determine whether procedures are being performed
  correctly.

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Guest Service Training

• The old saying the guest is always right still
  applies and that is the attitude that servers
  should convey.
• What is needed to improve service in many
  operations is not expensive equipment or an
  elaborate atmosphere but a genuine concern for
  guests and the use of consistent service
  procedures.
• Training service staff to properly welcome and
  serve guests is one of the chief responsibilities
  of dining room or food and beverage managers.

149

• Training service staff to properly welcome and
  serve guests is one of the chief responsibilities
  of dining room or food and beverage managers.
• Service staff must be polite, properly groomed
  and have a genuine interest in helping guests
  enjoy the dining experience.

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Teamwork

• Teamwork between service and production employees
  is a must.
• Builds morale and esprit de corps- a spirit of
  cooperation that guests recognize and appreciate
  and one that makes everyones job easier and more
  enjoyable.

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A SERVICE SEQUENCE

• In the service sequence that follows, all serving
  activities are performed by servers.
• The sequence begins after guests have been
  seated
• Greet and seat the guests.
• Open the napkins.
• Offer iced water.
• Take order for aperitifs.
• Serves the bread and butter.
• Offer the menu and suggests specials and inform
  the guests of variations to the menu.

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• Allow time for the guests to make their choices.
• Take the food order up to and including the main
  course.
• Offer the wine list.
• Transfer the food order to the kitchen and
  cashier dockets and place the order with the
  kitchen.
• Take the wine order.
• Serve the wine.
• Correct the covers, up to and including the main
  course.
• Serve the first course.

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• Clear the first course.
• Top up wines and open fresh bottles as ordered.
• Serve additional starter courses.
• Clear the course preceding the main course.
• Call away the main course.
• Serve the salad.
• Serve the main course.
• Enquire (after the guests have had the
  opportunity to taste the food) whether the meals
  are satisfactory.
• Clear the main course.

154

• Clear the side plates, salad plates and butter
  dishes.
• Check and if necessary, change ashtrays. (If
  ashtrays are being use, they should be changed
  regularly throughout the meal, especially just
  before food is served.)
• Offer hot or cold towels.
• Offer the wine list for the selection of dessert
  wines (or if the guests prefer it, continue to
  serve the wine selected earlier)
• Offer the menu for dessert, suggesting specials
  and inform the guests of variations to the menu.
• Take dessert or cheese order.

155

• Transfer the dessert order to the kitchen and
  cashier dockets and place the order with the
  kitchen.
• Correct the covers.
• Serve the dessert wines or other beverages
  selected.
• Serve the dessert or cheese course.
• Take the order for coffee/tea. ( the coffee/ tea
  may be served with the dessert/cheese if
  requested by the guest or as a separate service).
• Transfer the coffee/tea order to the cashier
  docket.

156

• Take the after-dinner drinks order.
• Correct the cover.
• Serve the after-dinner drinks.
• Serve the coffee/tea.
• Serve the petit fours.
• Prepare the bill.
• Offer additional coffee/tea.
• Present the bill when it is requested.
• Accept payment and tender change.
• Offer additional coffee/tea.
• See the guests out of the restaurant.

157
TOPIC 6

• BEVERAGE EQUIPMENT AND SERVICE KNOWLEDGE

158
TOPIC 6 BEVERAGE EQUIPMENT AND
SERVICE KNOWLEDGE

• INTRODUCTION
• Beverages are as important as the food in the
  dining experience.
• They should therefore be given as careful
  attention as the food when they are being
  prepared and served.
• Beverage Equipment Identification
• The service of beverages requires a wide range of
  equipment.
• The types of equipment used will vary depending
  on
• The tasks to be performed.
• The type of establishment.

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GLASSWARE

• When selecting glassware, management will take
  various factors into account such as
• Size
• Shape
• Ease of handling and washing
• Durability
• Price
• Appropriate to the style of the establishment and
  its menu.

160
Service Equipment

• Many specialist devices and types of equipment
  have produced over the years to
• help the waiter with the extraction of corks.
• the carrying of drink.
• cooling of beverages.
• The waiters friend is the recognized device
  used by waiters to extract corks.

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Preparation and Maintenance of Equipment

• The exact procedures to be adopted for the
  service of beverages will depend on the
• Type of establishment
• The styles of service offered
• The availability of service station areas.
• Pre-service duties will include
• Cleaning and polishing glassware
• Service station mise-en-place
• Preparation of ice buckets
• Handling and placing of equipment.

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Cleaning and polishing glassware

• Even when glassware are hygienically washed and
  sterilized by the high temperature of washing
  cycle in commercial dishwasher, it is still
  necessary to polish all glassware by hand before
  it is placed on the table or used to serve
  drinks.
• A lint-free polishing cloth should be used to
  polish glasses and make sure they are spotlessly
  clear.

163
Service station mise-en-place

• Efficient service requires careful prior
  preparation of the service equipment.
• In some establishments this is done on a special
  piece of furniture in the dining room known as
  the drink waiters station.
• Supplies and equipment required for beverage
  service are
• - Glassware - Ashtrays
• - Drink trays - Service
  clothes
• - Wine lists - Docket books
• - Table-napkins - Wine coolers
• - Straws - Ice buckets
• - Toothpicks
• - Matches

164
Wine coolers and ice buckets

• Ice buckets are used to keep wine and sparkling
  wines cool in more formal and usually more
  expensive restaurants.
• Simple insulated wine coolers sometimes placed on
  the table are used in less formal establishments.
• Ice buckets, when required for use should be half
  filled with
• Mixture of crushed ice (two-thirds)
• Cold water (one-third)
• The water allows the bottle to sink into the ice
  instead of balancing on top of it.
• The bucket may be placed in a tripod stand.

165
Beverage Lists

• Divide the various different types of beverage
  into separate lists.
• This will helps guests to find and select the
  beverages they require more speedily.
• Possible lists may include
• Cocktail list
• Drink list (includes aperitifs, beers, spirits
  and non-alcoholic drinks)
• Wine list
• After-dinner drinks list (liqueurs, ports,
  brandies)
• Liqueur coffee list

166
The wine list

• Wine lists are usually divided into wines of
  different types, for example
• White table wines
• Red table wines
• Champagne and sparkling wines
• Dessert wines

167
Handling and Placement of Equipment

• All glassware should be handled by the stem or
  base of the glass.
• When glasses are being moved in the presence of
  guests, they should always be carried on a
  beverage tray.
• Before the guests arrival, when the tables are
  being laid, several glasses may be held upside
  down in one hand with their stems between ones
  fingers.

168
Placing of glasses

• If a single glass is being laid at a dining
  table, it should be placed 2.5cm above the main
  knife.
• If more than one glass is placed on the table,
  the glasses are positioned in a line at an angle
  of 45 in the order in which they will be required.

169
Food and Beverage Coordination

• The food waiter and the wine waiter must
  communicate if they are to provide a
  co-coordinated sequential service.
• The sequence of service requires both food and
  beverages to be served at the appropriate times
  throughout the meal without interfering with each
  other.

170
Key points in food and beverage service
coordination

• Before the menu is presented, guests are offered
  an aperitif (pre-dinner drink) to stimulate the
  appetite.
• Because the wines are selected to complement the
  food chosen, the wine list is usually presented
  after the food order has been taken.

171

• The wine selected to accompany each course is
  served just prior to the food in that course. It
  is usual to serve
• White wines before red
• Dry wines before sweet
• Young wines before old
• What wines are chosen and in what order is up to
  the guest, the right wine is what t