Food and Beverage Managment 3rd Edition 2011

Food and Beverage ManagementFood and Beverage Service 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersKey requirements for staff:nSound product knowledgenWell developed interpersonal skillsnA range of technical skillsnAn ability to work as part of a team 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersFood and beverage service nConsists of two separate sub-systems operating at the same timeThe service sequence primarily concerned with the delivery of the food and beverages to the customer1.The customer process concerned with the experience the customer undertakes 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersThe service sequence Preparation for serviceTaking bookingsGreeting,seating/directingTaking food and beverage ordersServing of foodServing beverages Clearing during serviceBillingDealing with paymentsDishwashingClearing following serviceEleven or more stages:2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersThe customer process nThe customer is required to undertake or observe certain requirementsnFor example:nCustomer enters a foodservice areanOrders or selects choice and is served(may pay either at this point or later)nFood and beverages are then consumed,customer leaves and area is cleared 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersCategorising service methods nWhen viewing food and beverage service from a customer process perspective,five basic types of customer process can be identified 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersSimple categorisation of the customer process 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersThe five customer processesService at a laid coverAssisted service part service at a laid cover and part self-serviceSelf serviceService at a single point(ordering,receipt of order and paymentSpecialised service or service in situ 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersGroup A-Table service:nThe customer is served at a laid covernIncludes:nSilver/EnglishnFamilynPlate/AmericannButler/FrenchnRussiannGuridonnAlso found on bar counters 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersGroup B-Assisted service:nCustomer served part of the meal at a table and is required to obtain part through self-service(for example in a carvery-type operation)2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersGroup C-Self-service:nThe customer is required to help him or herself from a buffet or counternCounters can be:nStraight line counter with payment point at endnFree-flow-customers move at will to random service pointsnEchelon series of counters at angles to save spacenSupermarket-Island service points within a free-flow area 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersGroup D-Single point service:nThe customer orders,pays and receives the food and beverages at a counter:nAt take away;fast food;drive thru;kiosk;food court,vending machinenAt a bar in licensed premises 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersGroup E-Specialised service(or service in situ):nThe food and beverage is taken to where the customer isnIncludes:tray service in hospitals,hotels or aircraft,trolley service,home delivery,lounge service,room service and drive-in 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersChanging service methodsnIn groups A to D the customer process is similar for each of the service methods within the same groupnChanging between service methods in the same group does not fundamentally alter the customer processnChanging service methods between groups alters the customer processnGroup E has a specialised set of requirements 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersProviding customer service nA combination of five characteristics:Service levelService availabilityLevel of standardsService reliabilityService flexibility1.The customer service specification must take account of all of these 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersLevel of service:standards of service nLevel of service nvery limited to complex with high levels of personal attentionnStandards of servicenmeasure of how well the operation delivers the service level it is offering 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersEnsuring customer servicenWritten statements of both:nTechnical specificationnphysical characteristics of the productsnService specificationnprocedures and the way they are carried out nOften called a customer service specificationnNeed for balance between maintaining customer service and resource productivity 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersCustomer service versus resource productivity 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersEnsuring good customer relationsnMaintain good interpersonal relationships between the customer and food and beverage service staffnMaintain good interpersonal relationships between service staff an other departments(internal customers)2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersManaging volumenIncludes consideration ofnMeasuring capacitynVolume and service organisationnIncreasing throughputnLimiting demandnUsing queuesnSpecial considerations for banquet/function operations 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersSeating consumption times 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersQueue considerationsnUnfair versus a fair waitnUncomfortable versus a comfortable waitnUnexplained versus an explained waitnUnexpected versus an expected waitnUnoccupied versus an occupied waitnInitial versus a subsequent waitnAnxious versus calm waitnIndividual versus a group waitingnValuable service versus less valuable servicenNew or infrequent users versus regular users 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersSales promotionnOffering short-term incentives designed to change the buying habits of customers and increase the revenue of the operationnSales promotions are geared to directly encourage the customer to purchase,often through short-term improvements in the costvalue ratio 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersSales tacticsnNever discountnPackagenSpecial promotionsnSeek customer loyaltynConcentrate on valuenRepositionnCash profit maximisation 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersMerchandising activitiesnMarketingnAdvertisingnPoint-of-sale sellingnAimed at improving profitabilitynStaff recognition of customer needsnUsing designnMaking the customer feel distinctive and uniquenMaking customer feel valued and encouraging loyaltynAchieving customer satisfaction 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersPersonal sellingnStaff should be able to:nDescribe the food,wines and drinks on offer in an informative and appealing waynUse opportunities to promote specific items or deals when taking customer ordersnSeek information in a way that promotes sales(e.g.asking which sweet is required rather than if a sweet is requirednProvide a competent servicenSeek customers views 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersBooking information nBasic information is the same regardless of how the bookings are taken.This includes:nDay and datenName of the customernCustomers telephone numbernNumber of covers requirednTime of the event arrivalnSpecial requirementsnSignature/record of the person taking the booking in case of any queries 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersLarger party bookings nFor larger party booking there will often be different procedures.This may include:nSet meal and beveragesnHow billing is to be donenRequirement for a depositnSeating plannDeadline for confirmation of final numbers 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersOrder taking methodsnMain methods are:nTriplicatenDuplicatenService with ordernPre-orderednAll order taking methods are based upon these four basic concepts 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersTaking or receiving customer ordersnServers can:nRecord orders can be written on check padsnKey them in on handheld terminalsnCustomers can:nHand write orders nUse electronic systems such as iPads or other touch screensnUse interactive tabletop projection systems 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersAdditional requirements nEach establishment will have own system for indicating:nWhich customer is having what itemnA follow on ordernSupplement(additional)order for same coursenReturned food and replacement ordernAccident replacement order 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersEssential knowledgenServer must know what they are servingnAnd the service requirementsnEnables the server to advise the customer on:nthe content of dishesnthe methods used in making the dishesnthe accompaniments offered 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersService conventions nTraditional ways of doing thingsnHave proved to be effective and efficientnEnsure standardisation in the servicenEach establishment may be slightly differentnBut essential all staff know and follow the same ones 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersPersonal service conventions nAlways work as part of a teamnWork hygienically and safelynPass other members of staff by moving to the right 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersService preparation conventions nUse checklists for preparation tasksnPrepare service areas in sequence nHold glasses or cups at the base or by the handlenHold cutlery in the middle at the sides between the thumb and forefinger 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersOrder taking conventions nTake food,wine and drink orders through hostsnUse order notation techniques nBe aware of customers who may have additional needs 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersGeneral service conventions nAvoid leaning over customersnUse underplates(liners)nUse service salvers or service platesnHold flats,food dishes and round trays on the palm of the hand 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersConventions when serving nServe cold food before hot foodnServe wine/drinks before foodnStart service from the right hand side of the host,with the host lastnServe women first 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersConventions when servingnSilver serve food from the leftnServe plated foods from the rightnServe all beverages from the rightnClear from the right 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersConventions for general workingnUse traysnSeparate tasks of:nserving at tablenfood/drink collectionnsideboard/workstation clearingnUse checklists for tasks required for clearing after service 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersBilling methodsnBill as checknSeparate billnBill with ordernPre-paidnVouchernNo chargenDeferred(charged to account)2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersClearing methodsnFour main methods:nManual nSemi-self-clearnSelf-clearnSelf-clear and strip 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersDishwashing methodsnManualnSemi-automaticnAutomatic conveyornFlight conveyornDeferred wash 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersPurpose of a revenue control systemnMonitors where selling takes placenActivities include:nEfficient control of all food and beverage items issuednReduction of pilfering and keeping wastage to a minimumnEnsuring bills are correct and proper payment is made and accounted fornProvision of management information 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersSystems for revenue controlnManual systemsnPre-checking systemnElectronic cash registersnElectronic point of sale(EPOS)control systemsnComputerised systemsnSatellite stations 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersPerformance measures nInformation collected during the revenue control phase includes:nsales mixngross profitncost percentagesnseat turnovernsales per staff membernsales per seat and sales per area 2011 Cousins et al:Food and Beverage Management,3rd edition,Goodfellows PublishersExample malpractices:nDilution of liquornShort measuresnOvercharging of customersnUndercharging of friendsnManagement pilferagenKickbacks to managersnCash registers taken off linenUtilising differentiated gross profit percentages