NEAR EAST UNIVERSITY SCHOOL OF TOURISM AND HOSPITALITY

NEAR EAST UNIVERSITY SCHOOL OF TOURISM AND HOSPITALITY MANAGEMENT FOOD & BEVERAGE MANAGEMENT (THM 264) LECTURER: ÖZLEM YAMAK

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 (a) Consumer and market (h) Monitoring of consumer satisfaction (g) Control of costs and revenues (b) Formulation of policy The foodservice cycle can be used as a basis to analyze how different foodservice operations work. (c) Interpretation of demand (d) Planning and design of facilities (f) Production and service (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 (d) Planning and design of facilities • The interpretation and design of facilities required for the food and beverage operations and the plant, equipment required. • The planning and design of facilities required for the food and beverage operations and the plant and equipment required. (e) Provisioning • 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. (f) Production and service • 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. (g) Control of costs and revenues • 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. (h) Monitoring of consumer satisfaction • 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 Performance measure variables • Seat turnover • Customer spend/ average check • Revenue per member of staff • Productivity index • Ratio of food and beverage sales to total sales • • • 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 Purpose of the foodservice operation Historical Summary Hotel, motel and other Provision of food and Supported by developments tourist accommodation drink together with in transport and business and accommodation service leisure-related tourism Restaurants including Provision of food and conventional and drink, generally at high specialist operations price with high levels of service Grew out of hotel restaurants (which were originally highly formal) through chefs wishing to start their own Popular catering Provision of food and business Has gone through various including cafés, pizza, drink generally at low/ phases. grills and steak house medium price with limited levels of service and often high customer throughput

Sectors of the foodservice industry Industry sector – HK terminology Purpose of the foodservice operation Historical Summary Fast food including Provision of food and Mc. Donalds and Burger drink in highly King, KFC etc. specialized environment, characterized by high investment, high labor costs and vast customer Takeaway including throughput Fast provision of food ethnic, snacks, fish and drink chips, sandwich bars Heavily influenced by USA concepts; highly sophisticated meal packaging and marketing Outdoor catering (ODC) (or ‘off-premises catering’ or ‘event catering’) Developed through the need to provide services at special events. The term ODC is misleading as little of this catering actually takes place outside Provision of food and drink away from home base; suppliers usually associated with a major event Developed from a variety of concepts.

Sectors of the foodservice industry Industry sector – HK terminology Purpose of the foodservice operation Historical Summary Retail stores Fast provision of Developed originally from prestigious food and drink stores wishing to provide food and drink as part of the retailing experience Events/ banqueting/ conferencing/ exhibitions Leisureattractions such as theme park, museums, galleries, cinemas and theatres Provision of large Originally associated with hotels but has scale food and now become major sector in its own drink for events right Provision of food Increase in leisure have made profit and drink to people from food and drink engaged in another pursuit

Sectors of the foodservice industry Industry sector – HK terminology Industrial catering either in-house operations or through catering/ foodservice Motorway contractors stations Purpose of the foodservice operation Historical Summary Provision of food Developed out or recognition that and drink to people better fed workers work better. at work Provision of food and drink, together with petrol and other retail services, often in isolated Transport catering locations Provision of food including railways, and drink to people airline and marine on the move Developed in the 1960 s 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 Purpose of the foodservice operation Historical Summary Provision of food and drink Highly regulated to people in colleges, maintained universities, the armed forces and to people through established social need and Provision of food and drink Developed from bars and including wine in an environment dominated other drinking places with bars, licensed by licensing requirements increased regulation and clubs and member’ liquor licensing club 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.

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 Coffee shop, Fine dining restaurant, Specialty restaurant, Bar, Coffee lounge, Banqueting, Outside catering, 24 hrs full room service menu, Executive lounge, In room guest amenities, Mini bar, Pool café, Employee dining 4 -star hotels Coffee shop, Specialty restaurant, Bar & lounge, Guest amenities, Conference & banqueting, Mini bar, Employee dining Budget hotels Breakfast buffet, Bar, Vending machines, Employee dining Bed & breakfast Breakfast, limited set menu available at set times on request Hostel 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. Ø Tangible- which can be feel by touching, seeing like restaurant tables, chairs etc. Ø 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.

Restaurant Team Station waiter/ chef de rang • 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

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 37

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 38

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 39

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 40

Pros and cons of “Partie” system Advantages: Disadvantages: • Chefs specilaize in a particular section • Clear route for progression • Higher quality meals • Better allocate responsibility and accountability • Detect and monitor problems more easily • 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 wellspoken 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

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 Description Conventional Term used to describe production utilizing mainly fresh foods and traditional cooking methods Convenience Method of production utilizing mainly convenience foods Centralized Production not directly linked to service. Food are ‘held’ and distributed to separate service area Cook‐chill Food production storage and regeneration method utilizing principle of low temperature control to preserve qualities of processed foods Cook‐freeze Production, storage and regeneration method utilizing principle of sealed vacuum to control and preserve the quality of processed foods Sous‐vide Method of production, storage and regeneration utilizing principle of sealed vacuum to control and preserve the quality of processed foods

Method Explanation Baking Cooked in dry heat, in the oven Blanching Dipping the food in to boiling water or oil for a short time Boiling Cooked in a boiling or rapidly simmering liquid Braising Browned in small amount of fat, then cooked slowly in a small amount Boiling Cooked by direct heat from above or below Fried Cooked in fat or oil Deep fried Cooked in enough fat to cover the food Grilled Cooked grill, over direct heat Poaching Cooked in a liquid, just below boiling point (simmering) Roasting Cooked uncovered, usually by in oven by dry heat Sautéing Browned or cooked in a small amount hot fat or oil Steaming Cooked in steam with or without pressure Stewing 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. 2. 3. 4. 5. 6. Preparation for service Taking booking Greeting and seating/ directing Taking food and beverage orders Serving of food Serving beverages 7. Clearing during service 8. Billing 9. Dealing with payment 10. Dishwashing 11. Clearing following service

Food production and beverage service Customer Process Food production and beverage provision 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) b) c) d) e) Table service Self-service Assisted service Single point service 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

Group A: Table service Service to customer at a laid over 1. Waiter 2. Bar counter a) Silver/ English 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) Free‐ flow 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 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 13. Trolley 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 14. Home delivery 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