NSS Enriching Knowledge for the Tourism and Hospitality Studies Curriculum Series (10): Compulsory Part II Introduction to Hospitality - Food and Beverage Sector (New)
Objectives Introduction to the food and beverage sector Sectors of the foodservice industry Food and beverage operations Classifications of food service establishments Types of food and beverage services
F & B industry It is usually defined by the output of products. But it doesn t include the manufacturing of food & drink and its retailing. The basic function: serve food & drink to people and to satisfy their various types of needs. The main aim is to achieve Customer Satisfaction. The needs that customer might be seeking to satisfy are: Physiological: the need of special food items Economic: the need for good value for the price paid Social: a friendly atmosphere Psychological: the need for enhancement of self esteem Convenience : the desire for someone else to do the work
Characteristics of the F & B operations: Following are the main characteristics: A vital part of everyday life Major contributor to the Hong Kong economy Highly fragmented & complex Creates employment Encourages entrepreneurship Promotes diversity through many different food concepts & cuisines Innovative Consumer led High competition Fulfils basic needs
The foodservice operation/cycle (h) Monitoring of consumer satisfaction (a) Consumer and market (b) Formulation of policy (g) Control of costs and revenues The foodservice cycle can be used as a basis to analyze how different foodservice operations work. (c) Interpretation of demand (f) Production and service (d) Planning and design of facilities (e) Provisioning
(a) Consumer and market Target the consumer needs and market potential. (b) Formulation of policy The formulation of policy and business objectives: guide the choice of operational methods that will be used. (c) Interpretation of demand The interpretation and design of facilities required for the food and beverage operations and the plant, equipment required. (d) Planning and design of facilities (e) Provisioning (f) Production and service (g) Control of costs and revenues (h) Monitoring of consumer satisfaction The planning and design of facilities required for the food and beverage operations and the plant and equipment required. The organization of provisioning for food and beverage and other purchasing requirements to meet the needs of the food production, beverage provision and the service methods being used. Knowledge of the operational and management requirements for the food production. Together with the management and staffing needs in order to meet the requirement of the operation. Control of cost of material and other costs, such as labor and overheads, associated with the operation of food production, beverage provision and other services, and the control or revenue. The monitoring of customer satisfaction to continually check on the extent to which the operation is meeting customer needs and achieving customer satisfaction.
Performance measure in foodservice operation Seat turnover Customer spend/ average check Revenue per member of staff Productivity index Ratio of food and beverage sales to total sales Performance measure variables Sales/ profit per seat Sales analysis Departmental profit Stock turnover Complaint levels Level of repeat business
Sectors of the foodservice industry
Sectors of the foodservice industry Industry sector HK terminology Hotel, motel and other tourist accommodation Restaurants including conventional and specialist operations Popular catering including cafés, pizza, grills and steak house Purpose of the foodservice operation Provision of food and drink together with accommodation service Provision of food and drink, generally at high price with high levels of service Provision of food and drink generally at low/ medium price with limited levels of service and often high customer throughput Historical Summary Supported by developments in transport and business and leisure-related tourism Grew out of hotel restaurants (which were originally highly formal) through chefs wishing to start their own business Has gone through various phases.
Sectors of the foodservice industry Industry sector HK terminology Fast food including McDonalds and Burger King, KFC etc. Takeaway including ethnic, snacks, fish and chips, sandwich bars Outdoor catering (ODC) (or off-premises catering or event catering ) Purpose of the foodservice operation Provision of and drink in highly specialized environment, characterized by high investment, high labor costs and vast customer throughput Fast provision of food and drink Provision of food and drink away from home base; suppliers usually associated with a major event Historical Summary Heavily influenced by USA concepts; highly sophisticated meal packaging and marketing Developed from a variety of concepts. Developed through the need to provide services at special events. The term ODC is misleading as little of this catering actually takes place outside
Sectors of the foodservice industry Industry sector HK terminology Purpose of the foodservice operation Retail stores Fast provision of food and drink Events/ banqueting/ conferencing/ exhibitions Leisure attractions such as theme park, museums, galleries, cinemas and theatres Provision of large scale food and drink for events Provision of food and drink to people engaged in another pursuit Historical Summary Developed originally from prestigious stores wishing to provide food and drink as part of the retailing experience Originally associated with hotels but has now become major sector in its own right Increase in leisure have made profit from food and drink
Sectors of the foodservice industry Industry sector HK terminology Industrial catering either in-house operations or through catering/ foodservice contractors Motorway service stations Transport catering including railways, airline and marine Purpose of the foodservice operation Provision of food and drink to people at work Provision of food and drink, together with petrol and other retail services, often in isolated locations Provision of food and drink to people on the move Historical Summary Developed out or recognition that better fed workers work better. Developed in the 1960s with the advent of motorway building. Grew out of the need to meet the demands of the travelling public. Originally service were of high levels, reflecting the type of traveler. Eventually changed to meet the needs of a wide range of traveler.
Sectors of the foodservice industry Industry sector HK terminology Welfare catering or Social caterer/ foodservice (student, healthcare. Institutional and military) Licensed trade including wine bars, licensed clubs and member club Purpose of the foodservice operation Provision of food and drink to people in colleges, universities, the armed forces and to people through established social need Provision of food and drink in an environment dominated by licensing requirements Historical Summary Highly regulated and maintained Developed from bars and other drinking places with increased regulation and liquor licensing requirements
Classification of F & B Industry Extremely diverse & fragmented that the size & scope of the industry creates a challenge when attempting to organize & classify it. Classification approaches & options: Commercial (market oriented) & non-commercial (cost oriented) Customer type: general market or restricted market Ownership Primary function or secondary function Star rating or quality Type of cuisine Service method Theme Location
Classification of food and beverage operations
Commercial (market oriented) & noncommercial (cost oriented) 1. Market oriented business characteristics: High % in fixed cost, for example rent, management salaries, depreciation of buildings and equipment Reliance on sales rather than decreases in costs An unstable market demand for the product Flexible pricing policy 2. Cost oriented business characteristics: Lower % of fixed costs, but a higher percentage of variable costs such as F & B costs Reliance on decreases in cost rather than increases in sales A relatively stable market demand for the product Fixed pricing policy
Customer type
Ownership of F & B operations Management options
Self-operated The owner or organization manages the operation themselves. It could be a small, large or a franchised situation. Franchise agreement With a franchise, the franchisee (the owner of the facility) pays fees to the franchisor (or franchise company) in exchange for the right to use the name, building design, and business methods of the franchisor. Furthermore, the franchisee must agree to maintain the franchisor s business & quality standards.
Management contracting When an owner or operator of an establishment employs or contracts specialized hospitality or food & beverage service company to manage the whole or part of the operation. This could be either in a hotel or in a non-commercial institution, for example a university. Outsourcing Increasingly, hotels are realizing that hotel-run restaurants are in some cases unprofitable due to many residents opting to dine at known branded outlets. Therefore, a new & emerging trend is where the hotel forms a partnership with a restaurant/coffee chain/bar brand that would operate from a designated area within the hotel.
Popular F & B Services in Hong Kong Types of operation First Class Ethnic Themed Bistro, Brasserie Description Offering a high level of table (silver, Guéridon and/or plated) service. Often associated with classic or haute cuisine. Establishments tending to reflect ethnic origin. With a concept, which make it takes priority over everything else. The concept can be represented by architecture, food, music, and overall 'feel' of the restaurant. Normally serving one-plate items rather than formal meals.
Popular F & B Services in Hong Kong Types of operation Coffee shop or café Cafeteria Fast Food Outlet Wine bars Description A small social gathering place which sells varieties of coffee and tea. Some snack, light food and portioned dessert as supplement. Primarily self-service with customer choosing selection from a counter or counters in varying designs and layouts. Substantial sector in the catering industry. Meeting the needs of all-day meal taking and also the need for grab and go service. Commonly wine themed. A typical feature of many wine bars is a wide selection of wines available by the glass.
Partial list of restaurants in Hong Kong Company Name Type of Food No. of Outlets Maxims Chinese Restaurants/Chinese fast food/ Lunch Boxes 376 McDonalds Fast Food 232 + 77 McCafe Café de Coral Chinese fast food/ Lunch Boxes 151 Fairwood Chinese fast food/ Lunch Boxes 107 KFC Fast Food 62 Burger King Fast Food 15 Starbucks Coffee & Snacks 115 Pacific Coffee Coffee & Snacks 110 Outback Steakhouse American style dining 7 Deli France Fast Food sandwiches 34 Oliver s Super Sandwich Fast Food Sandwiches/ Salads 18 Pret a Manger Fast Food Sandwiches/ Salads 12 California Pizza Kitchen American style pizza 4 TGI s Fridays American style dining 1 Dan Ryan s American style dining 3
F & B services in hotels Most hotels operate multiple F & B outlets. Outlets, products and services offered are subject to change from property to property. The outlets could be: 1. Employee dining 2. Mini Bar 3. Fine dining 4. Restaurant 5. Coffee Shop 6. Conferencing & Banqueting 7. Outside catering 8. Room service 9. Bar 10. Lounge
F & B in accommodation 5-star hotels 4-star hotels Budget hotels Coffee shop, Fine dining restaurant, Specialty restaurant, Bar, Coffee lounge, Banqueting, Outside catering, 24hrs full room service menu, Executive lounge, In room guest amenities, Mini bar, Pool café, Employee dining Coffee shop, Specialty restaurant, Bar & lounge, Guest amenities, Conference & banqueting, Mini bar, Employee dining Breakfast buffet, Bar, Vending machines, Employee dining Bed & breakfast Hostel Breakfast, limited set menu available at set times on request Snack bar, Vending
Definition of meal experience The meal experience may be defined as series of events both tangible and intangible that a customer experiences when eating out. Tangible- which can be feel by touching, seeing like restaurant tables, chairs etc. Intangible- which can be only sensed/felt like restaurant atmosphere etc. It is difficult to define exactly where a meal / drink experience actually starts and ends, although it is usually assumed that the main part of the experience begins when a customer enters a restaurant and ends when he leaves the restaurant.
F & B services attributes in meal experience Material Product Quality of F & B Portion size Variety of menu choices Food and beverage Consistency Range of tastes, textures, aromas, color, temperature, appearance Price of meal/service Availability of menu items Environment Cleanliness Location and accessibility Size and shape of room Furniture and fitting Atmosphere (color, lighting, temperature, noise level) Spaciousness of restaurant Employee s appearance Availability of parking Behaviour and attitude Friendliness Competence Courtesy Efficiency and speed Helpfulness Professionalism Responsiveness to special requests Responsiveness to complaints
Food and Beverage Division
Food and beverage service personnel Different terminology can be used for the various job roles in differing types of establishment. Structure will depend on the level of service, style of service, size of establishment, restaurant capacity etc.
Organizational Chart Restaurant Team
Food and beverage manager The food and beverage manager is responsible for the implementation and setting of the food and beverage policies. In general, food and beverage managers are responsible for: Ensuring that the required profit margins Updating and complete new wine lists Compiling, in liaison with the kitchen, menu Purchasing of all materials Ensuring that quality/quantity in relation to the price paid is maintained Ensuring staff training in maintaining highest professional standards Employing and dismissing staff Holding regular meetings with section heads Marketing and sale promotion
Restaurant manager/ supervisor Responsibility for the organization and administration of particular food and beverage service areas. These may include the lounges, room service (in hotels), restaurants and possibly some of the private function suites. Job duties consist of: managing employees, regulating business operations, resolving customer issues, create work schedules, monitor and evaluate employee performances, motivate staff members, monitoring inventory (ordering/ delivery), meeting health and safety regulations,
Reception headwaiter The reception headwaiter is responsible for accepting any bookings diary up to date. They will reserve tables and allocate these reservations to particular stations. Greet guests on arrival and takes them to the table and seats them.
Headwaiter/ maître d hôtel/ supervisor Overall in charge of the staff Is responsible for seeing that all the pre-preparation duties necessary for service are efficiently carried out Headwaiter will aid the reception headwaiter during the service and will possibly take some orders if the station waiter is busy Help with the compilation of duty roster and holiday lists, and may relieve the restaurant manager or reception headwaiter on their days off.
Station headwaiter/ section supervisor For large establishments the restaurant area is broken down into Sections. Each of the sets of tables (which may be anything from four to eight in number) within the section of the restaurant area is called a Station. Responsibility for a team of staff serving a number of stations within a section of the restaurant area. They take the food and beverage orders (usually from the host) and carry out service at the table with the help of the chef de rang.
Station waiter/ chef de rang Restaurant Team Provides service to one set of table (between about four and eight) Usually less experience than a station headwaiter. Assistant station waiter/ demi-chef de rang The person next in seniority to the station waiter and assists as directed by the station waiter. Waiter/ commis de rang This person mainly fetches and carries. Pre-preparation task, such as cleaning and prepare equipment Trainee commis/ apprentice Apprentice or learner, having just joined the food and beverage service staff During the service this person will keep the sideboard well stocked with equipment and may help to fetch and carry items as required.
Other servicing staff Sommelier / wine waiter Bar staff/ bartender Barista Lounge staff Function catering/ banqueting staff/ events staff
Partie system Partie system is a method of kitchen organization which is formal, structured brigade and in most cases, only found in high quality kitchens and restaurants. The way a kitchen is organized depends on several factors: 1. The Menu 2. The type of establishment 3. The size of the operation The number of customers The volume of food service 4. The physical facilities, e.g. equipment
Classic Kitchen Brigade Relief Chef (Tournant)
Classical Kitchen Brigade At the top of the kitchen brigade is Executive Chef or Chef De Cuisine His/her duties are: Responsible for entire kitchen operations Menu planning Direct the kitchen staff training Planning work schedule Safety and sanitation standards Design of the menu, dining room and kitchen Purchasing and costing Prepared by Gabriel Choy 40
Classical Kitchen Brigade The second in command is the Sous chef which literally translates as under the executive chef His/her duties are: Directly in charge of production Coordinate the preparation of menu items Supervising the kitchen Accept order and give command (e.g. Aboyeur) Controlling position for the whole cooking line Prepared by Gabriel Choy 41
Classical Kitchen Brigade Station Chef (Chefs de Partie) Sometimes called Chef de Partie (Station Chef, or line chefs) In charge of particular areas of production, but under the supervision of chef and Sous chef Depending on the size of the kitchen, the number of stations will vary It can be divided into 8 categories Prepared by Gabriel Choy 42
Classical Kitchen Brigade Station Chef (Chefs de Partie) Saucier/ Sauce chef Responsibilities include the sauté station and preparation of most of the sauces Grillardin/ Grill chef Responsibilities for all grilled/broiled foods and their accompanying sauces Rotisseur/ Roast chef Responsible for all roasted items Poissonier/ Fish chef Responsible for all fish and shellfish items Entremetier/ Vegetable chef Responsible for all hot appetizers, soup and vegetable/starch/pasta Garde manger/ Pantry chef Responsible for cold appetizers, canapés and salads Tournant/Relief Chef Literally the turning chef, this chef fills in at any position Patissier/ Pastry chef Responsible for all baked items and sweets Prepared by Gabriel Choy 43
Pros and cons of Partie system Advantages: Chefs specilaize in a particular section Clear route for progression Higher quality meals Better allocate responsibility and accountability Detect and monitor problems more easily Disadvantages: Staff can be ideal when particular section of the kitchen are not busy Expensive Chefs become bored More depend on staffs
Success in food and beverage service Increasing pressures for improved professionalism in food and beverage service staff. The server is the main point of contact between the customer and the establishment and plays an important role in a profession. To be successful in food and beverage service requires members of staff to have: Sound product knowledge Well developed interpersonal skills A range of technical skills, and Teamwork
Positive attribute of F & B service personnel Product knowledge sufficient knowledge and servicing procedure of all the items on the menu Local knowledge Able to advise the guest on the various forms of entertainment offered Personality Staff must be courteous and good temper. Pleasing and well-spoken manner Attitude to customers Positive attitude all the time and should be able to anticipate the customer s need and wishes. Good memory It may help if they know the likes and dislikes of customers: where they like to sit in the food service area, what are their favourite drinks. Honesty Trust and respect that encourages efficiency and a good team spirit among the operators.
Positive attribute of F & B service personnel Punctuality Punctuality is all-important. Loyalty The staff s obligations and loyalty are firstly to the establishment. Conduct The rules and regulations of an establishment must be followed, especially in front of customers. Sale ability Able to contribute to personal selling and merchandising Sense of urgency To generate the maximum amount of business over the service period, with as high a net profit as possible. Contribution to the team Above all, staff should be able to work as part of a team within and between departments.
Food and beverage service It is also now recognized that food and beverage service itself actually consist of two separate sub-system, operating at the same time. These are: 1. The service sequence which is primarily concerned with the delivery of the food and beverage to the customer. 2. The customer process which is concerned with the experience the customer undertakes to be able to order, be served, consume and have the area cleared. Food and beverage service
Food production methods As costs of space, equipment, fuel, maintenance and labor continue to rise, more thought and time have to be given to the planning of a production system and to kitchen design. Method Conventional Convenience Centralized Cook-chill Cook-freeze Sous-vide Description Term used to describe production utilizing mainly fresh foods and traditional cooking methods Method of production utilizing mainly convenience foods Production not directly linked to service. Food are held and distributed to separate service area Food production storage and regeneration method utilizing principle of low temperature control to preserve qualities of processed foods Production, storage and regeneration method utilizing principle of sealed vacuum to control and preserve the quality of processed foods Method of production, storage and regeneration utilizing principle of sealed vacuum to control and preserve the quality of processed foods
Method Baking Blanching Boiling Braising Boiling Fried Deep fried Grilled Poaching Roasting Sautéing Steaming Stewing Explanation Cooked in dry heat, in the oven Dipping the food in to boiling water or oil for a short time Cooked in a boiling or rapidly simmering liquid Browned in small amount of fat, then cooked slowly in a small amount Cooked by direct heat from above or below Cooked in fat or oil Cooked in enough fat to cover the food Cooked grill, over direct heat Cooked in a liquid, just below boiling point (simmering) Cooked uncovered, usually by in oven by dry heat Browned or cooked in a small amount hot fat or oil Cooked in steam with or without pressure Simmering slowly in enough liquid to cover the food
The service sequence It is essentially the bridge between the production system, beverage provision and the customer process. The service sequence may consist of eleven or more stage as summarized in the table below. 1. Preparation for service 2. Taking booking 3. Greeting and seating/ directing 4. Taking food and beverage orders 5. Serving of food 6. Serving beverages 7. Clearing during service 8. Billing 9. Dealing with payment 10.Dishwashing 11.Clearing following service
Food production and beverage service Food production and beverage provision Customer Process Service Sequence Outline of the relationship between the different operating system within a foodservice operation
Five F & B service methods All modern food and beverage service methods can be grouped or categorized under the customer process: a) Table service b) Self-service c) Assisted service d) Single point service e) Specialized service (or service in situ) In group A D of the customer processes, the service is provided in areas primarily designed for that purpose, such as a restaurant or takeaway. In customer process E, the service is provided in another location, where the area is not primarily designed for the purpose, for example, in a guest room, lounge or hospital ward.
Table service: the customer is served at a laid table. This type of service, which includes plated service or silver service, is found in many types of restaurant, cafes and in banqueting. Self-service: the customer is required to help him or herself from a buffet or counter. This type of service can be found in cafeterias and canteens. Assisted service: the customer is served part of the meal at a table and is required to obtain part through self-service from some form of display or buffet. This type of service is found in carvery type operations and may also be used for functions. Single point service: the customer orders, pays and receives the food and beverage, for instance at a counter, at a bar in licensed premises, in a fast food operation or at a vending machine. Specialized service (or service in situ): the food and drink is taken to where the customer is. This includes tray service in hospitals or aircraft, trolley service, home delivery, lounge and room service.
Group A: Table service Service to customer at a laid over 1. Waiter a) Silver/ English 2. Bar counter Presentation and service of food by waiting staff, using a spoon and fork, onto a customer s plate, from food flats or dishes b) Family Main courses plated (but may be sliver served) with vegetables placed in multi-portion dishes on tables for customers to help themselves; sauces offered separately c) Plate/ American Service of pre-plated foods to customers. Now also widely used for banqueting d) French Presentation of food service dishes individually to customers by food service staff for customers to serve themselves e) Russian Table laid with food for customers to help f) Guéridon Food served onto customer s plate at a side table or trolley may also include carving and fish filleting, the preparation of foods such as flambage Service to customers seated at bar counter (often U-shaped) on stools
Group B: Assisted service Combination of table service and self-service 3. Assisted a) Carvery Some parts of meal are served to seated customers; other parts are collected by the customers from a buffet. b) Buffets Customers select food and drink from displays or passed trays; consumption is either at tables, standing or in lounge area Group C: self-service Self-service of customers 4. Cafeteria a) Counter Customers queue in line formation past a service counter and choose their menu requirement in stages before loading them onto a tray b) Freeflow Selection as in counter to random service points; customers usually exit area via a till point Sometimes food is displayed behind the counter and the guests may indicate their choice to the counter attendant. The food is served pre plated and the cutlery is handed directly to the guest. Guest will pay at the cashier or have to buy coupons in advance. Note: some call order production may be included in cafeterias.
Group D: Single point service Service of customers at single point consumed on premises or taken away 5. Takeaway Customer orders and is served from single point, at a counter, hatch or snack stand; customer consumes off the premises; some takeaway establishments provide dining area 6. Drive-thru Form of takeaway where customer drives vehicle past order, payment and collection points 7. Fast food Commonly used nowadays to describe type of establishment offering limited range menu, fast service with dining area, and takeaway facility 8. Vending Provision of food service and beverage service by means of automatic retailing 9. Kiosks Outstation used to provide service for peak demand or in specific location; may be open for customers to order and served, or used for dispensing to staff only 10. Food court Customers may either order and eat or buy from a number of counters and eat in separate eating area, or takeaway 11. Bar Term used to describe order, service and payment point and consumption area in licensed premises
Group E: Specialized (or in situ) Service to customers in area not primarily designed for service 12. Tray 13. Trolley 14. Home delivery Method of service of whole or [art of meal on tray to customer in situ, e.g. at hospital beds; at aircraft seats; at train seats; also used in ODC Service of food and beverages from a trolley, away from dining areas, e.g. for office workers at their desk; for customers at aircraft seats; at train seats Food delivered to customer s home or place of work, e.g. meal on wheels, pizza home delivery. Or sandwiches to offices 15. Lounge Service of variety of foods and beverages in lounge area, e.g. hotel lounge 16. Room Service of variety of foods and beverages in guest bedrooms or in meeting rooms 17. Drive-in Customer park their motor vehicle and are served at their vehicles