NSS Enriching Knowledge for the Tourism and Hospitality Studies Curriculum Series (10): Compulsory Part II Introduction
n 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 doesnt 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 selfesteem 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 (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 (e) Provisioning
(d) Planning and design of facilities
(a) Consumer and market (b) Formulation of policy (c) Interpretation of demand
Target the consumer needs and market potential.
The formulation of policy and business objectives: guide the choice of operational methods that will be used. 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. 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.
(d) Planning and design of facilities
(e) Provisioning
(f) Production and service (g) Control of costs and revenues (h) Monitoring of consumer 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 in tourist accommodation drink together with 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 business
Popular catering Provision of food and Has gone through various phases. including cafs, pizza, drink generally at low/ 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 and drink in McDonalds and Burger highly specialized King, KFC etc. environment, characterized by high investment, high labor costs and vast customer throughput Takeaway including Fast provision of food and ethnic, snacks, fish and drink chips, sandwich bars
Heavily influenced by USA concepts; highly sophisticated meal packaging and marketing
Developed from a variety of concepts.
Outdoor catering (ODC) Provision of food and (or off-premises catering drink away from home base; or event catering) suppliers usually associated with a major event
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 Historical Summary
Retail stores
Fast provision food and drink
of Developed originally from prestigious stores wishing to provide food and drink as part of the retailing experience
Events/ banqueting/ conferencing/ exhibitions Leisure attractions such as theme park, museums, galleries, cinemas and theatres
Provision of large Originally associated with hotels but has scale food and drink now become major sector in its own right for events Provision of food Increase in leisure have made profit from and drink to people food and drink engaged in another pursuit
Sectors of the foodservice industry
Industry sector HK terminology Purpose of the foodservice operation Historical Summary
Industrial catering either in-house operations or through catering/ foodservice contractors Motorway service stations
Provision of food and Developed out or recognition that better drink to people at fed workers work better. work Developed in the 1960s with the advent of motorway building.
Provision of food and drink, together with petrol and other retail services, often in isolated locations Transport catering Provision of food and including railways, drink to people on the airline and marine move
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 Purpose of the foodservice operation Historical Summary
Welfare catering or Social caterer/ foodservice (student, healthcare. Institutional and military)
Provision of food and drink to Highly regulated people in colleges, universities, maintained the armed forces and to people through established social need
and
Licensed trade Provision of food and drink in including wine bars, an environment dominated by licensed clubs and licensing requirements member club
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 franchisors 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 Description
First Class
Offering a high level of table (silver, Guridon 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.
Ethnic Themed
Bistro, Brasserie
Popular F & B Services in Hong Kong
Types of operation Description
Coffee shop or caf
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.
Cafeteria
Fast Food Outlet
Wine bars
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 Fast Food Chinese fast food/ Lunch Boxes Chinese fast food/ Lunch Boxes Fast Food Fast Food Coffee & Snacks Coffee & Snacks American style dining No. of Outlets 232 + 77 McCafe 151 107 62 15 115 110 7
Maxims
McDonalds Caf de Coral Fairwood KFC Burger King Starbucks Pacific Coffee Outback Steakhouse
Chinese Restaurants/Chinese fast food/ Lunch Boxes 376
Deli France
Olivers Super Sandwich Pret a Manger California Pizza Kitchen
Fast Food sandwiches
Fast Food Sandwiches/ Salads Fast Food Sandwiches/ Salads American style pizza
34
18 12 4
TGIs Fridays
Dan Ryans
American style dining
American style dining
1
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 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 caf, Employee dining Coffee shop, Specialty restaurant, Bar & lounge, Guest amenities, Conference & banqueting, Mini bar, Employee dining Breakfast buffet, Bar, Vending machines, Employee dining Breakfast, limited set menu available at set times on request Snack bar, Vending
4-star hotels Budget hotels Bed & breakfast Hostel
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 Employees 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/ matre d htel/ 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
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
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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
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Classical Kitchen Brigade Station Chef (Chefs de Partie)
Saucier/ Sauce chef
Responsibilities include the saut station and preparation of most of the sauces Responsibilities for all grilled/broiled foods and their accompanying sauces Responsible for all roasted items Responsible for all fish and shellfish items Responsible for all hot appetizers, soup and vegetable/starch/pasta
Grillardin/ Grill chef
Rotisseur/ Roast chef Poissonier/ Fish chef
Entremetier/ Vegetable chef Garde manger/ Pantry chef Tournant/Relief Chef Patissier/ Pastry chef
Responsible for cold appetizers, canaps and salads
Literally the turning chef, this chef fills in at any position Responsible for all baked items and sweets
Prepared by Gabriel Choy
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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 customers 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. 2. The service sequence which is primarily concerned with the delivery of the food and beverage to the customer. 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 Centralized Cook-chill Cook-freeze 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
Sous-vide
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 Sauting 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. 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
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
a) b) c) d) e)
All modern food and beverage service methods can be grouped or categorized under the customer process:
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 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 Presentation and service of food by waiting staff, using a spoon and fork, onto a customers 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
Service of pre-plated foods to customers. Now also widely used for banqueting Presentation of food service dishes individually to customers by food service staff for customers to serve themselves Table laid with food for customers to help Food served onto customers 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
c) Plate/ American d) French e) Russian f) Guridon
2. Bar counter
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.
Customers select food and drink from displays or passed trays; consumption is either at tables, standing or in lounge area
b) Buffets
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 Selection as in counter to random service points; customers usually exit area via a till point
b) Freeflow
Sometimes food is displayed behind the counter and the guests may indicate their choice to the counter attendant. The food is served preplated 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 Form of takeaway where customer drives vehicle past order, payment and collection points
6. Drive-thru
7. Fast food
8. Vending 9. Kiosks
Commonly used nowadays to describe type of establishment offering limited range menu, fast service with dining area, and takeaway facility
Provision of food service and beverage service by means of automatic retailing 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 Customers may either order and eat or buy from a number of counters and eat in separate eating area, or takeaway Term used to describe order, service and payment point and consumption area in licensed premises
10. Food court 11. Bar
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 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 customers home or place of work, e.g. meal on wheels, pizza home delivery. Or sandwiches to offices
13. Trolley
14. Home delivery
15. Lounge
16. Room 17. Drive-in
Service of variety of foods and beverages in lounge area, e.g. hotel lounge
Service of variety of foods and beverages in guest bedrooms or in meeting rooms Customer park their motor vehicle and are served at their vehicles
