OVERVIEW OF THE FOOD SERVICE INDUSTRY
Types of management and ownerships
There are three basic types of commercial food service operations: independents, franchises, and chains
Independent restaurants are typically owned and operated by the owners themselves Despite their unique charm, they often face challenges in achieving success compared to other restaurant types This is largely due to the fact that many individuals entering the foodservice industry lack the necessary skills and expertise to effectively manage these establishments.
Independent restaurateurs enjoy significant advantages, including flexibility and direct management, enabling them to swiftly implement changes and adapt to emerging trends and consumer behaviors As the sole decision-maker, the owner operates without the constraints of franchisers or chain regulations.
Independent restaurants face challenges in managing expenses and marketing Unlike franchises or chains, which benefit from bulk purchasing and can secure better rates from suppliers, independents often pay higher prices Additionally, their marketing efforts primarily rely on word-of-mouth from local customers, as they typically lack the capital for broader marketing strategies on national or regional scales Despite these limitations, some independent restaurants manage to thrive successfully.
Chain restaurants are part of a multi-unit organization owned by a parent company, a franchise, or private owners They typically share a standardized menu, cooperatively purchase supplies, and adhere to uniform operating procedures It's a common misconception that chain restaurants and franchise operations are identical; however, they differ significantly A franchise may be associated with a chain, but a chain can also operate company-owned locations without offering franchises Thus, a chain can manage some restaurants directly while franchising others, or it may choose not to franchise at all.
Restaurant chains offer several advantages similar to franchises, including enhanced purchasing power, effective marketing strategies, and strong brand recognition They can evaluate the performance of individual locations by comparing them within the organization Additionally, chains have the resources to employ specialists in finance, construction, operations, and recipe development, whereas independent operators often must manage these critical functions on their own.
Operating restaurant chains often involves significant bureaucracy and extensive paperwork, which can hinder efficiency, particularly as the chain expands Additionally, staying attuned to market changes and economic conditions can pose challenges for these establishments.
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A franchise allows individuals to acquire the rights to operate under the name of an established restaurant In this arrangement, the franchisee pays fees to the franchiser in return for the use of the brand, design, and operational methods The franchisee is also required to uphold the franchiser's business and quality standards.
Operating a restaurant under a franchise name offers numerous benefits, including brand recognition, start-up support, and comprehensive training programs for both management and staff Franchises provide proven operating procedures that ensure consistency in service and food quality across different locations Additionally, they benefit from extensive advertising and reduced food costs due to bulk purchasing by the chain This consistency and reliability in quality make franchises a reassuring choice for consumers, regardless of their geographical location.
Entering into a franchise agreement comes with significant disadvantages, primarily due to the strict limitations imposed on the establishment Franchisees are often required to follow the franchisor's pricing strategies and promotional campaigns, which may not always include compensation Additionally, they must purchase all products through the franchisor, potentially leading to inflated costs Perhaps the most substantial drawback for many franchise restaurant operators is the lack of decision-making power, as strict guidelines hinder their ability to adapt to local market conditions unlike independent operators.
Types of commercial food service
Commercial food service focuses on delivering a pleasurable experience for guests through various establishments, including fine dining, family restaurants, quick service outlets, bars, coffee shops, bistros, cafeterias, and independent caterers While the types of food service can vary widely, each venue provides food to paying customers, with some also offering alcoholic beverages such as liquor, wine, and beer Additionally, all establishments typically serve soft drinks, including soda, mineral water, juices, coffee, and tea.
A fine dining restaurant is characterized by its high-quality furniture, fixtures, and wares, as well as an attentive waitstaff ratio per table These establishments often provide labor-intensive service styles, such as French or Russian service, enhancing the overall dining experience The atmosphere of a fine dining restaurant plays a crucial role in creating an elegant and memorable setting for guests.
The restaurant exudes elegance, reflected in its high prices that stem from substantial labor and food costs Guests can expect a selection of alcoholic beverages, often accompanied by the expertise of a sommelier.
The largest category of restaurants encompasses a wide range, from bistro-style eateries to small roadhouse cafes, all offering full menus that vary by meal period Many establishments feature a "California style" menu, providing breakfast, lunch, and dinner items throughout the day Family-style restaurants and fine dining establishments are both classified as full-menu restaurants In family-style dining, plate service is the primary method, requiring fewer waitstaff than in fine dining settings.
Quick service restaurants, often referred to as limited-menu restaurants, specialize in providing a fast and efficient dining experience with a concise menu designed for quick production Customers typically place their orders at a counter or through a drive-through window, taking their meals to consume at various locations such as their cars, workplaces, or homes These establishments generally do not serve alcohol and are known for their affordability, operating with low food and labor costs.
Cafes and coffee shops have surged in popularity as consumers become more discerning about their coffee choices, leading to the emergence of a new market Typically designed in a relaxed atmosphere, these establishments offer a diverse range of coffee styles alongside light snacks such as sandwiches, pastries, and croissants, positioning themselves as key competitors for consumer spending.
Bars and taverns primarily serve alcohol, often accompanied by food, while focusing on creating a fun atmosphere with music This environment provides patrons with a sense of escapism, making these establishments popular social destinations.
Caterers set up meals for groups differnt sizes A contract is signed between the customer and the caterer outlining the type of food and beverage to
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Food and Beverage Service Management involves considerations such as the manner of serving, service style, and pricing Many caterers focus on preparing food for off-site events, highlighting the necessity for investing in equipment that ensures safe food transportation.
The recipe for success
Successful commercial restaurants require more than just good food, drinks, and service; a variety of additional factors must also be taken into account Key elements to consider include effective marketing strategies, a well-designed ambiance, staff training, customer engagement, and consistent quality control.
To ensure a restaurant's profitability, good food and effective service must be complemented by knowledgeable management across all operational aspects, from menu preparation to beverage dispensing Success hinges on three key elements: first, a deep understanding of the restaurant's guests, their origins, and motivations; second, the ability to efficiently coordinate activities within the restaurant; and third, the manager's skill in monitoring, planning, and controlling operating costs, including labor expenses.
Quality food and beverages are essential for attracting guests to dine out, as they start with high-quality ingredients Even the best chefs cannot create delicious meals without good ingredients Ultimately, the measure of food quality lies in guest satisfaction, which can vary widely among individuals Nonetheless, a successful restaurant consistently meets the tastes of the majority of its patrons.
Good meals are crafted by skilled cooks, and a restaurant doesn't require a world-renowned chef to deliver excellent food Effective menu planning and knowledgeable food preparation are essential, along with maintaining consistent food quality daily This consistency can be achieved by standardizing cooking methods and strictly adhering to recipes.
Consistency in service is crucial, akin to the precision required in cooking This can be achieved by standardizing guest service through the implementation of Standard Operating Procedures (SOP) These SOPs should be integrated into training, supervision, and evaluation processes to ensure quality and reliability in service delivery.
Food and beverage servers play a crucial role in shaping the guest experience, as they interact with customers more frequently than other staff members The reputation and financial success of a restaurant heavily rely on the efficiency and demeanor of its wait staff Timely service is essential to ensure that menu items, especially hot meals, are served at the right temperature Additionally, a warm welcome and attention to detail significantly enhance the dining experience and contribute to the restaurant's image Ultimately, a skilled service team is just as vital as the quality and preparation of the food.
The level of service in a food and beverage establishment should align with its type and image Guests at gourmet restaurants anticipate highly trained and disciplined staff, while fast food venues require less intensive service Nonetheless, all restaurants should prioritize promptness and courtesy in their service, with a warm smile being essential for a positive guest experience.
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The interior design of a restaurant showcases its unique personality and style, with luxurious dining rooms in resorts contrasting with the efficient furnishings of coffee shops To ensure customer comfort, restaurants must maintain a tasteful, clutter-free, and sanitary environment Notable restaurants often feature unique decorations, opulent surroundings, and stunning views, contributing to a leisurely and inviting atmosphere.
Value in the restaurant industry is defined by a guest's satisfaction with their dining experience relative to the price paid It is largely a matter of perception; guests are often willing to pay a premium if they believe the quality justifies the cost Conversely, if the service falls short of expectations, a lower price cannot compensate for the lack of value, leading to guest dissatisfaction.
Limited menu Finger food Alcohol (alcoholic drinks) Consistency
ORGANIZING FOR FOOD SERVICE
Organization structure of food service operation
1 Job postions in food service operation:
It is commonly recognized that the food service industry is labor-intensive
Achieving set goals and objectives to provide guests with an enjoyable experience and value requires a significant workforce While advanced technologies have improved efficiency in both the front and back of the house, they have not altered this fundamental necessity.
The food service industry comprises three main categories of personnel: managers, production staff (often referred to as "back of the house"), and service staff (known as "front of the house").
The "front of the house" refers to guest-facing areas like the front desk, dining room, and lounge, while the "back of the house" encompasses behind-the-scenes spaces such as the kitchen, housekeeping office, laundry, and accounting department.
Management structures typically consist of three tiers: top managers, middle managers, and supervisors The classification and responsibilities associated with each level can differ significantly across organizations For instance, department heads may be categorized as top or middle managers based on the organization's size In some cases, restaurant managers function as top managers, while in others, they are regarded as middle managers.
Top managers prioritize long-term planning and objectives, placing a greater emphasis on the overall business environment compared to other management levels They actively monitor environmental opportunities and threats, including competitor strategy shifts and evolving customer dining trends.
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Middle managers play a crucial role in the organizational hierarchy, serving as the vital link for communication between upper management and lower-level employees They focus primarily on achieving short-term objectives while often overlooking broader issues that impact the business environment Additionally, these managers oversee the work of lower-level managers or supervisors, ensuring effective operations within their teams.
Supervisors, often called "linking pins," act as intermediaries between upper management and lower-ranking employees, such as waitstaff and bartenders They primarily utilize their technical skills and focus on short-term objectives, including creating employee schedules and assisting staff during peak meal times.
Service personnel have a great deal of contact with guests and perform a wide variety of functions and activities Service personnel include:
Hosts, captains, and maitre d's play a crucial role in the dining experience by greeting guests and overseeing the service staff They are responsible for organizing the dining room, assigning stations to servers, and managing the opening and closing of each station during their shift.
Food servers, also known as waitstaff, play a crucial role in the dining experience by explaining menu items to guests, taking their food and beverage orders, and efficiently delivering meals from the kitchen to the tables.
Buspersons: they assist waitstaff by setting up and cleaning the tables
Other duties of this position may include keeping side stations well stock and fully functional
Bartenders: they prepare mixed drinks and other alcoholic beverages and serve them directly to guests or indirectly through beverage servers c Production personnel:
Production staff in food service mainly concentrate on preparing meals for guests, typically having minimal interaction with them However, this is evolving with the rise of open kitchen concepts in numerous restaurants Key roles within these operations include chefs, cooks, and dishwashers.
Executive chefs are responsible for overseeing kitchen production and managing personnel They need to possess exceptional culinary skills alongside strong management abilities, making extensive training and experience essential for their role.
The executive chef collaborates with the food and beverage or restaurant manager to design menus and establish standard recipes This role includes responsibilities such as developing food purchase specifications, ensuring food quality, and implementing cost controls In larger establishments, the executive chef oversees various chefs who prepare meals, while in smaller operations, they may also take on meal preparation themselves.
Chefs / Cooks: they are in charge of preparing all the food items on the menu Types of chefs/cooks include:
Saucier, or sauce cook, is responsible for preparing sauces, seafood, sautéed dishes, stews, hot entrees and hors d’oeuvres (appetizers)
Patissier, or pastry cook, is responsible for preparing all basic desserts, including hot and frozen desserts and pastries
Entremetier, or vegetable cook, is responsible for preparing soups, vegetables, pasta, and foods made of flour, eggs and cheese
Garde-manger, or pantry cook, prepares raw meats and fish, cold hors d’oeuvres and other cold items such as salads, sandwiches
Rotissseur, or roast cook, has the responsibility of roasting items in the oven and on the spit as well as preparing deep-fried foods
In smaller operations, one chef or cook may do many of the above tasks Dishwashers: they are in charge of washing chinaware, glassware, and silverware plus pots and pans
In food and beverage service operations, the positions mentioned are just a few common roles, and the specific types and numbers of positions can vary between different establishments Each role has basic duties and responsibilities, with more detailed information available in the job descriptions.
2 Organization chart of food service operation:
The structure of an organization significantly influences its ability to meet objectives, particularly in the food and beverage service industry, where organization is largely determined by the type of operation and the services offered Typically, a higher level of service necessitates additional positions; for instance, employing a sommelier in a family-style restaurant is often not cost-effective In smaller restaurants, the host may also take on the role of the captain, whereas medium to large establishments benefit from having distinct roles for both host and captain to enhance service efficiency.
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ORGANIZATION CHART OF F&B IN LARGE HOTEL
Saucier Patissier Garde-manger Rotisseur Sanitation Crew
Assistant Food & Beverage Directors Food & Beverage Director Assistant General Managers GENERAL MANAGER
An organization chart is a vital tool that illustrates the structure of a food and beverage service operation, indicating each team member's position and reporting relationships It is tailored to reflect the specific goals and objectives of the operation, making it unique to each restaurant or organization Consequently, these charts cannot be universally copied, as they vary significantly from one establishment to another.
The followings are samples of organization charts applied in F & B operations
ORGANIZATION CHART FOR A SMALL RESTAURANT
Qualities required for Restaurant Manager
Restaurant Managers must execute various managerial functions, including planning, organizing, staffing, coordinating, controlling, and evaluating To be effective in these roles, they need a combination of essential personal and professional traits and skills.
Personal and Professional Traits of Restaurant Managers
3 Profit-minded 15 Willing to work long hours
5 Responsive to employee needs 17 Clean
8 Responsive to guest needs 20 Desires long-term employment
10 Action-oriented 22 Adheres to deadlines
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3 Employee motivation 17 Personal time management
5 Employee training 19 Policy and procedure implementation
7 Staff coordination 21 Long-range planning
8 Guest relations 22 Employee control (turnover & absenteeism)
9 Short-range planning 23 Production time management
10 Delegation of responsibilities 24 Recognition of industry trends
11 Goal orientation 25 Employee grievance resolution
12 Written communication 26 Personnel evaluation appraisal
3 Employee scheduling 20 Wine service procedures
4 Marketing (sales & public relations) 21 Receiving
5 Cash control 22 Room service procedures
7 Menu pricing/planning 24 Product storage
9 Food preparation 26 Dining room space utilization
15 Accident prevention and safety 32 Facility design
16 Portion control 33 Private function planning
Equipment and Utensils for service
To effectively prepare for service, a manager must determine the necessary types and quantities of equipment and utensils required Key factors to consider in this process include operational needs, menu offerings, and customer volume.
Menu: Menu will define what kind of utensils to be purschase An Asian food menu requires chop sticks while a Westen food menu requires knives and forks
Scope of the restaurant: the size of a restaurant will define the number of seats and tables available
Number of table and seat
Seat turnover (for busiest meal period)
There are 2 things need to be determined: the dining table size and the number of table of each type a Dining table size:
Dining table dimensions vary based on the number of people and the level of comfort desired While there are general recommendations for comfortable seating, it's important to note that these dimensions are flexible, allowing for additional guests during special occasions.
Comfort room for people at a table
The amount of space that people need at a dining table will determine the size of table
A table features two distinct areas: individual place settings for each guest and a shared zone for serving dishes, condiments, and decorations To accommodate each person comfortably, the minimum width for a place setting should be 24 inches, which corresponds to the average shoulder width of an individual.
(61cm) and the minimum depth required for a place setting is dictated by the size of a plate with cutlery and a glass The minimum shared area (which would be doubled in a
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Food and Beverage Service Management involves understanding the layout of a table, particularly in scenarios with two place settings facing each other, which is influenced by the dimensions of a serving platter If a serving platter is not required on the table, then a shared area is unnecessary Additionally, it is important to consider the various types of tables and their sizes in this context.
As a circular table exceeds 6 feet in diameter, engaging in conversation across it becomes increasingly challenging The larger the table, the more likely individuals will converse with those seated beside them rather than with people directly across.
The rectangular dining table dimensions can be applied for the width and length of an oval dining table
Dining Table Height: Tables are made to a standard height of 30 inches (76cm) c Minimums and Ideals Table sizes
Given the comfortable eating dimensions for individuals eating here are the minimum and ideal sizes for each kinds of tables
The 'No shared area' column indicates a seating arrangement with no one at the ends of the table In a 10-person arrangement, both the minimum and ideal sizes require 1 person at each end For a 12-person setup, the minimum and ideal sizes call for 2 people at each end.
People No Shared area Minimum Size
Ideal Size (with shared area)
12 12' x 2'6" (366 x 76cm) 10'6" x 4' (320 x 122cm) 11'6" x 5' (350 x 152cm) Circular Dining
These dimensions can be used for hexagons (for 6) or octagons (for 8) etc measuring flat side to flat side through the center of the table
People Minimum Size Ideal Size
People Minimum Size Ideal Size
12 people can be squeezed around a 7' table Any bigger number that requires more than a 7' square should be moved to a rectangular arrangement
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The standard dining chair seat height is typically 18 inches (46 cm) It's important to note that some tables feature a fringe beneath the surface, which enhances stability but may reduce the space between the knees and any obstruction Therefore, it is advisable to test the chairs and table together prior to making a purchase.
A restaurant manager must identify the optimal table arrangement, which involves selecting a suitable mix of table types to accommodate various group sizes Different group sizes require different table capacities; for instance, a table designed for two can serve either one guest or a pair of guests effectively.
To optimize both seating capacity and customer satisfaction, it's essential to find the right mix of table sizes for groups of 3 or 4 While larger tables can enhance comfort, relying solely on them may limit seating availability Conversely, using only 2-top tables can maximize capacity for small groups, but may lead to discomfort for guests who have to wait or feel cramped when seated together A balanced approach is necessary to effectively meet these competing objectives.
To come to the right mix, the dinning pattern of guests in regards of going in groups must be identified Whith that the following equation can be applied:
Number of table i = Number of guests in group i : Capacity of table i
Where: i = type of table (for 2, 4, 6, 8…)
The quantity of utensils required for each type in a restaurant is influenced by its operating hours, seating capacity, seat turnover rate, and the number of staff assigned to washing duties.
For a restaurant serving both lunch and dinner, it is essential to have a sufficient number of utensils for each meal period The required number of utensils can be calculated by multiplying the number of seats by the seat turnover rate Additionally, if there is inadequate staff to wash the utensils, having an extra set available for the next meal period is crucial.
Here are the suggestion for the number of utensils:
Glassware (3 basic glasses) = seats x 2 or 3
Production personnel Front of the house
Service personnel Back of the house
China/Glass/Silver ware Order
MENU MANAGEMENT
Menu Planning
Menu planning involves selecting the type of menu, choosing food items to be served, and determining the price for each item It requires a foundational understanding of various menu types, criteria for food selection, and meal structure, with the classical French meal serving as a global standard.
The arrangement of dishes on a menu is influenced by the meal's composition Traditionally, a classical French meal consists of 13 courses; however, such elaborate meals are rarely found in modern restaurants Instead, many establishments present shorter meal variations that still adhere to the traditional sequence of courses typical of classical French dining.
The classical meal of today consists of nine separate courses: appetizer, soup, fish, intermezzo, entree, salad, cheese and fruit, dessert, and after-dinner beverages
Appetizers, whether served hot or cold, are designed to excite the palate and typically feature a variety of ingredients such as shellfish, smoked meats, fish, fruits, vegetables, pâtés, caviar, and other luxurious components These dishes are usually presented in modest portions to enhance the dining experience.
20 to the high food cost and rich nature of these items Quality ingredients should be used to establish the tone for a successful meal
Soups can be classified into clear or thick varieties, as well as hot, cold, or jellied options It is preferable to offer one or two exceptional soups rather than several mediocre choices Managing preparation time and quantities can be challenging with multiple soups on the menu To maintain flavor, avoid holding soup in a steam table, as this can deteriorate its taste Instead, soups should be made to order using individual steam kettles or crocks For larger portions, it is advisable to batch-heat smaller amounts at intervals during the meal service.
The Poisson or fish course and the releve have traditionally been served separately, with the releve serving as a light intermediate dish between the fish and the main entree Nowadays, it is common to offer either the fish course or the releve, which typically consists of chicken, sweetbreads, or another type of white meat Both the fish course and the releve can be enjoyed hot or cold.
Sorbet, often referred to as intermezzo, serves as a refreshing pause between courses in a large meal, cleansing the palate Originally, apple brandy known as calvados was used in France for this purpose, as alcohol can stimulate appetite Nowadays, unsweetened fruit ices are typically served, allowing chefs to better time the preparation of subsequent courses.
The entree serves as the main course, featuring a variety of hot options like meat, poultry, fish, and game, as well as cold selections such as salads and vegetable plates Typically, each entree is paired with a vegetable and a starch, with careful attention to the presentation to enhance the color, shape, and texture of the dish.
Salads are best enjoyed after the entree, as lightly dressed greens aid digestion and lighten a heavy meal However, in the United States, salads with heavier dressings are commonly served as an appetizer before the main course.
Cheese boasts over four hundred varieties, each distinguished by unique flavors, textures, compositions, sizes, and shapes It is classified as hard or soft based on factors such as the whey content, curd formation, and the types of bacteria or molds involved in its production While one quality cheese can be delightful, a selection of four can enhance the tasting experience.
A diverse selection of 21 cheeses offers the ideal color contrasts, texture variations, and flavor profiles for an exquisite cheese board To enhance the experience, these cheeses can be paired with perfectly ripened fruits In European dining culture, it is common to serve fruit and cheese separately, as diners typically prefer not to mix their courses.
Desserts are highly sought-after menu items that can significantly boost a restaurant's profitability Just as appetizers set the mood for a meal, desserts serve to conclude it on a high note They are designed to leave a delightful taste in guests' mouths and offer a satisfying finish after a hearty meal.
At the end of a meal, typical beverages include coffee, tea, cordials, brandy, cognac, and special after-dinner drinks It is advisable to avoid hot beverages during the meal, as they can satisfy hunger and reduce the desire for further eating.
Friands are delightful little extras served alongside the check, including petit fours, candies, mints, and other sweets These treats, much like dessert, are designed to create a lasting positive impression and leave a pleasant taste in the customer's mouth.
The 13 courses of the Classic menu for French Cuisine
Course French English Example Modern Menu
1 Hors-d’oeuvre froid Cold appetizer Melon with port Cold appetizer
2 Potage Soup ConsommÐ brunoise Soup
3 Hors-d’oeuvre chaud Hot appetizer Morels on toast warm appetizer
4 Poisson Fish Fillet of sole Joinville
5 RelevÐ/Grossee piÌce Main course Saddle of lamb
8 Rôti, salde Roast with salad
Guinea hen stuffed with goose liver, salad
9 Rôti froid Cold roast Game terrine
10 LÐgume Vegetable Braised lettuces with peas
11 Entremets Sweet Charlotte russe Sweet/ cheese
13 Dessert Dessert Jellied fruit Dessert
Restaurants often customize their menus by varying the number of courses, the composition of each course, and their presentation For instance, soup may be served as an appetizer, negating the need for a separate soup course, while fish can replace a fish course if served as an entree Additionally, cheese might accompany the salad, further streamlining the menu These variations allow for the creation of imaginative, contemporary, and cost-effective meals that cater to modern tastes.
This section explores various types of menus classified by factors such as pricing style, duration of use, meal type, and special purposes or customer needs One key classification is based on pricing style.
Menu design
To maximize sales, it is essential to organize selected items, menu styles, and prices effectively Key areas to consider when designing a menu include layout, item descriptions, and pricing strategies.
1 Focal point and Field of view:
One way to create a menu that is also a sales tool, is by applying the same design principle you would use for a poster Since viewers cannot read
27 everything at once, you must guide their vision This is very important when positioning menu items on the menu card
The eye naturally gravitates to a certain area of a rectangular menu, called focal point, and then moves around the rest of the page
Area 1: the focal point: the eye naturally focused first on this area Therefore, this is the place to put all items with high profit margins
Area 2: After viewing the focal point, the guests’ eyes will naturally move to this area This is also a good area to list house specialties that produce high profit margin
Area 3: the eye moves to this part only after seeing 1and 2 This is the spot where you list the standard item found in most restaurants, items that the guests expect to find
A menu layout determines how food items are categorized and presented, reflecting the overall appearance of the menu Typically, dishes are organized by course, with lighter options listed before richer ones Incorporating white space enhances readability and visual appeal for customers While the classical French menu traditionally features 13 courses, modern menus have adopted a similar structure, starting with lighter dishes and progressing to heavier entrees before concluding with lighter desserts A common sequence in shorter menus includes appetizers, soups, salads, entrees, and desserts.
When designing a restaurant menu, it is crucial to consider its size, shape, and graphics, as these elements should align with the type of operation A menu that is too large can overwhelm small tables, while one that is too small may be difficult to read and appear cluttered Additionally, menus with excessive pages can confuse customers, necessitating careful selection of items for an appealing format The choice of typeface is also important; it should be legible and reflect the restaurant's theme, with a recommendation to use no smaller than 12-point size and larger type for senior menus The paper quality should correspond to the menu's intended lifespan, with inexpensive options for single-use menus and high-quality, laminated paper for those meant to last Seasonal changes in menu offerings should be considered, featuring heavier dishes in winter and lighter options in summer.
After selecting the food items, it's essential to craft the menu copy, including the item names and their descriptions The language tone should align with the target audience; for instance, children's menu items should be fun and engaging, while lunch menus require concise descriptions In contrast, dinner menus should be more detailed, as guests typically spend more time and encounter more complex dishes Menu copy consists of two key elements.
Headings in a menu typically represent different course categories, such as appetizers and soups, while subheadings delineate major food types, like steaks and seafood To enhance clarity and avoid confusion for guests, it is advisable to use straightforward names for menu items.
Descriptive copy plays a crucial role in informing guests about menu items while boosting sales It typically highlights the main ingredient, significant secondary ingredients, and the preparation method However, it should maintain a balance, avoiding a cookbook-like tone and excessive embellishment A few carefully selected words can effectively convey the essence of each dish.
Concise writing is more effective than lengthy paragraphs, adhering to proper grammar and truthfulness Avoid misleading statements, such as claiming cheese is from Switzerland if it is not Engaging supplemental merchandising copy, including the restaurant's history, management's dedication to guest service, and unique location details, can enhance the menu and differentiate it from competitors Additionally, incorporating artwork can further boost sales.
A well-designed menu cover is essential for conveying the restaurant's image, style, cuisine, and price range, effectively setting the mood for diners It should prominently feature the restaurant name along with basic information such as the address, telephone number, and hours of operation, which can also be included on the back alongside details about banquet services and take-out options Additionally, the color scheme of the cover should harmonize or contrast attractively with the restaurant's overall décor.
Some common mistakes when designing a menu are:
No descriptive copy – good descriptive copy increases sales
Words are too small to read – not everyone has good vision and lighting in some restaurants may be dim
Some items are not listed on the menu – how can guests order something if they don’t know about it?
Every item is treated the same – you have to make items you want to sell the most stand out from the others
All of these mistakes should be avoided when designing a menu.
Evaluating the menu
A well-planned menu requires periodic evaluation to ensure it meets its intended goals Management must first establish specific objectives that the menu aims to achieve, such as enhancing customer satisfaction or increasing sales, particularly for the lunch menu.
“The average guest check at lunch should be $5.” A goal for dinner might be:
“Each dinner guest should order at least two items – appetizer and entrée or entrée and dessert plus a glass of wine.”
To address unmet goals, management should first analyze contributing factors such as pricing, staff performance, food quality, and external conditions like economic downturns Following this assessment, a thorough review of the menu is essential, focusing on both its design and the selection of items offered.
For the design of the menu we can trace back to the previous part of
Effective menu design requires a thorough reevaluation of selected items based on statistical analysis The success of a menu item can be measured through two key metrics: popularity and profitability Popular items are those frequently ordered by guests, while profitable items contribute significantly to the overall margin.
Popularity of menu items is evaluated based on the anticipated unit sales for each item, with the assumption that all items contribute equally to total sales For instance, in a menu with five items, each is expected to account for 20% of total sales However, achieving this exact distribution is unrealistic; thus, it is advisable for expected unit sales of each item to reach approximately 70% of this ideal share Consequently, in a five-item menu, an item is deemed popular if its sales hit 14% of the total unit sales, calculated as 70% of 20%.
Profitability is assessed through the Average Contribution Margin, determined by dividing the total contribution margin of the menu by the total number of items sold during the evaluation period.
Average Contribution Margin sold item of number Total margin on contributi Total
An item is considered profitable if its individual contribution margin equals or exceeds the average contribution margin
The contribution margin (CM) is determined by subtracting food costs from revenue, represented by the formula (Revenue - Food cost) For individual items, the CM is calculated by deducting the item's food cost from its selling price (Price - Item food cost) Consequently, the contribution margin reflects the gross profit.
Menu items can be evaluated in terms of both Basically, menu items can be classified into 4 types:
1 Star – items that are popular and profitable
2 Plowhorse – items that are not profitable but popular
3 Puzzlers – items that are profitable but not popular
4 Dogs – items that are neither profitable nor popular
The following example illustrates how a menu can be evaluated using the above two criterion
Loin tip 70 7% $7.00 $9.45 $2.45 $661.50 $171.5 Low Low Dog
From this evaluation, managerial decisions can be made for each item
Exercise: Given the following information about a restaurant & a pool of menu items, Select suitable menu items for that restaurant
Type of restaurant: Fine dining Type of cuisine: Western
Type of menu to develop: A la carte; 3-course (Starter, Main course, Dessert)
Expected Food Cost percentage: 32% Expected Average Guest Check: $30
II Menu Items for selection:
4 Melon and Parama ham $2.40 $8.00 30% Appetizer
5 Soup of the day $1.70 $5.00 34% Soup
18 Sweet & sour pork ribs $2.70 $9.00 30% Main
21 Grilled trout with almonds $6.40 $20.00 32% Main
22 Halibut with Cream & tarragon sauce $6.51 $21.00 31% Main
23 Stewed Fish in clay pot $5.60 $14.00 40% Main
30 Treacle Sponge and Custard $1.80 $6.00 30% Dessert
31 Chocolate Fondant & Ice Cream $1.95 $6.50 30% Dessert
MANAGEMENT
Service styles
To effectively meet guests' wants and needs, an operation must choose the most suitable service style or a combination of styles Various service styles are available, each designed to enhance the guest experience.
This service style features fully prepared foods elegantly arranged on platters on a large serving table, allowing guests to serve themselves Often, separate tables are designated for each course, with plates, silverware, and other essentials conveniently accessible.
Buffet service minimizes labor costs by requiring fewer servers, making it ideal for situations where guests desire a variety of food options and greater freedom in serving themselves, especially in areas with a shortage of qualified labor However, this service style is perceived as less formal and luxurious due to the self-service aspect Additionally, food costs can be higher in buffet settings due to increased wastage and consumption.
To enhance the luxury and formality of the dining experience, various service styles can be implemented Some courses, particularly starters, can be served to guests, while they may help themselves to other dishes, or the process can be reversed Another option is to offer a buffet, providing guests with a wider selection of choices.
A: BREAD & BUTTER B: CONSOMME CUPS C: SOUP
D: CHEESE BOAD E: GATEAUX F: FISH PLATES
J: JOINT PLATES K: HOT DISHES & VEGETABLES
C menu is offered and guests are allowed to order food items from the menu with unlimited replenishment
The main concerns in offerring buffet service is food cost and wastage To deal with these concerns, some strategies have been applied:
Displaying inexpensive items before expensive ones on buffet table and on menu
Assigning service staff to portion or cook expensive items
Using small plates and bowls
Offer buffet service at meal periods where guests normally do not have time to eat like breakfast or lunch
Offering service at table for inexpensive items to make guests full
2 Cafeteria service / Fast Food or Quick Food service
In cafeterias, guests navigate a serving line to choose food items displayed on a tray, with cold foods typically positioned at the front Hot and more costly items are usually served by staff, while self-serve beverages are found at the line's end, adjacent to the cashier After payment, guests proceed to the dining area to enjoy their meal.
Exhibit 4.1 Sample of lay out for buffet service
In fast food restaurants, customers order from a menu displayed above the counter and pay the cashier, who may also serve their food After receiving their meals, guests find their own seating To streamline service, condiment stations with items like salt, pepper, vinegar, and ketchup are located away from the food service area, preventing delays in the ordering process This efficient service model requires fewer staff and features a simple menu, resulting in lower food costs and affordable prices for customers.
Guests can conveniently order food from their hotel rooms, with meals prepared in the kitchen and delivered directly to them Room service, a key aspect of hotel hospitality, will be explored in more detail in part III.
Table service is a dining method where servers deliver food and beverages directly to seated guests There are four primary styles of table service: English, American, French, and Russian English, also known as family service, emphasizes a communal dining experience.
This style of service resembles a home dining experience, where fully prepared foods are presented on platters or in bowls for guests to serve themselves Guests can take as much as they desire and share the food with others at the table, creating a family-like atmosphere without the expectation of formal service In contrast, American or plate service offers a different dining experience.
Plate service involves servers taking orders from guests and delivering them to the kitchen staff, who prepare the food and serve it on individual plates This method was developed to efficiently serve large groups while minimizing labor costs compared to French or Russian service Its effectiveness is evident as it has been adapted for banquets, allowing for quick service of many guests Plates can be delivered by hand or on trays, but the current trend favors servers carrying multiple plates at once, as this approach has been shown to be faster than using trays.
French service is considered the most elegant and theatrical of food services The food is partially or completely produced in the kitchen and is then brought out on a
A "gueridon" is a specialized cart equipped with a heating unit designed to keep food warm The waitstaff uses alcohol and a match to create a flame, allowing them to finish dishes such as deboning or flambéing right in front of the guests.
The theatrical style of preparation, often seen in fine dining establishments, features skilled waitstaff serving food from the right of the guest This method, known as Russian or silver service, is typically reserved for high-end venues due to the significant labor and capital costs associated with it.
Russian service involves fully prepared foods arranged on large silver trays, with servers presenting and portioning the dishes directly onto guests' plates using a fork and spoon The success of this service style hinges on the quick and efficient delivery of warm food from the kitchen to the table While it can be as elegant as French service, Russian service is typically faster and more practical, making it a popular choice for banquets.
Staffing for service
The primary goal of this project is to maintain an adequate number of staff to deliver a high-quality service while managing labor costs effectively Key components of this initiative include establishing opening hours, defining productivity standards, and planning work shifts.
When considering the cost and guest satisfaction, it's essential to weigh the benefits of providing three main meals daily While this approach enhances choice and convenience for guests, it also complicates labor management for the manager.
To optimize cost efficiency, it is advisable to limit breakfast service when guest attendance is low In such cases, focusing on lunch and dinner service may be a more effective strategy.
When determining meal period hours, it's essential to consider both opening and closing times While early openings and late closings can enhance guest satisfaction, they complicate and increase the costs of managing staff schedules To balance cost-effectiveness with guest convenience, many establishments implement a "last order time." For instance, if a restaurant closes at 22:00, setting the last order at 21:00 allows guests ample time to enjoy their meals without feeling rushed This approach ensures a pleasant dining experience while maintaining operational efficiency.
Determining the optimal number of seats a waiter or service personnel can cover during a meal period is crucial for maintaining service quality This can be achieved through observation and a trial-and-error approach For instance, a restaurant manager can study the performance of staff at similar establishments to estimate the average number of seats one staff member can effectively manage The manager then applies this figure to their own staff and assesses the quality of service If the service does not meet expectations, adjustments can be made by reducing the number of seats, or increasing them if the service is satisfactory.
To optimize staffing efficiency, managers should schedule employees based on guest attendance patterns, as guests typically arrive at specific times during an 8-hour shift Maintaining a full staff for the entire shift is not cost-effective; instead, the number of staff should align with the number of guests present—more guests require more staff, and fewer guests necessitate fewer staff.
Food service staff can work various types of shifts, including normal straight shifts, staggered shifts, and broken or split shifts In staggered shifts, employees arrive and depart at different times, following a pattern where those who come in early can leave early after setup and serving, while those arriving later stay longer for service and cleaning Broken shifts involve staff working during peak hours, leaving when the restaurant is less busy, and returning when demand increases, ensuring they complete a total of eight hours of work each day.
To effectively plan work shifts, managers must conduct research to understand their guests' dining patterns This includes identifying the days of the week guests prefer to visit, the specific times they arrive each day, and the average size of their groups.
Preparing for service (pre-opening)
The preparation activities for service to guests include: inspecting facilities, following reservation procedures, assigning food sever stations, performing sidework, holding food servers meetings
Prior to opening, it is essential to thoroughly inspect the dining room or restaurant for issues related to room temperature, lighting, safety, and sanitation Immediate attention should be given to safety hazards such as damaged carpeting, unstable tables, and unsecured wall decorations Utilizing a checklist can facilitate an effective inspection process.
To ensure a smooth reservation process, restaurants that accept telephone bookings must accurately record all necessary information in a reservation book, typically handled by designated staff such as hosts On the arrival day, tables should be marked as "Reserved" to prevent confusion Additionally, establishments should have clear procedures in place for managing common issues like no-shows, cancellations, modifications, and extended stays, as these protocols can vary between different properties.
3 Assigning food and beverage server stations:
Food and beverage server stations are designated prior to the opening of the dining room or restaurant, with each station representing a specific section of tables managed by an individual server This systematic approach, known as stationing, enhances the efficiency of food and beverage service Key elements of stationing contribute to improved server performance and customer satisfaction.
Numbering each table in the restaurant
Numbering each seat at each table
The objectives of assigning is to enusre effective service and fair amount of
39 work for each employee Therefore, the number of tables assigned for each server should depend on the following factors:
Type of service style used
Whether any servers are being trained during the shift
Distance to the kitchen and bar
Number of servers scheduled for a specific shift
Stationing brings many advantages Some typical advantages are:
Once a guest places their order, it is crucial for the server to accurately remember each person's selection Servers should avoid asking, "who ordered the chicken?" when delivering meals to the table.
When guests wish to reorder drinks, they often say, “I’ll have another one please,” relying on the server's memory of their original order This highlights the importance of servers being attentive and remembering previous requests to enhance the dining experience.
During peak hours or unexpected staff absences, this system enables efficient assistance from other servers or managers, ensuring smooth restaurant operations.
Exhibit 4.4 Sample of service stations
Sidework encompasses essential setup and cleanup tasks in the service industry, including activities like arranging tables, refilling salt and pepper shakers, watering plants, and restocking supply stations A side station serves as a designated area stocked with necessary table supplies such as placemats, napkins, silverware, glasses, coffee cups, and pitchers of ice water To promote fairness among servers, sidework responsibilities should be rotated and delegated appropriately.
Exhibit 4.5: Layout of typical sidestation
5 Holding food & beverage server meetings:
A brief meeting before the dinning room opens can be helpful At this time, server stations should be reviewed, sidestations checked, daily special explained, questions answered, menu price reviewed.
Providing Guest Service
Each restaurant has a unique approach to serving guests, which can vary based on specific situations or individual needs To simplify the complexities of various service processes, this section outlines a typical dinner service sequence in a full-service restaurant utilizing table service The sequence includes: a) greeting and seating, b) cocktail, c) menu and wine list presentation, d) order taking, e) bread, rolls, and appetizer, f) soup, g) salad, h) entrée and accompaniments, i) fruit and cheese, j) dessert, k) after-dinner beverages, and l) check.
In a full service restaurant, guests will be greeted by the maitre d' A warm smile with good eye contact will help make the reception a success A verbal
41 greeting should accompany the smile — "Good afternoon," or "Good evening," as appropriate Assist guests with wraps, umbrellas, and parcels Check these items at the appropriate place
Managers should ensure that guests are seated efficiently and that each waiter is assigned an equal number of guests It is essential to instruct the host to utilize the restaurant's floor plan to monitor the guest distribution at each server station, directing guests to the station with the fewest patrons.
To ensure efficient seating management, the host must regularly check table availability, ideally every hour during peak times This practice allows the host to stay informed about the dining progress of each table and accurately estimate when seats will become available.
Providing cocktail offer is a good way to increase the sale as drinks bring high mark-up In addition, with alcohol guests are more generous in ordering food
In a dining setting, the assistant waiter typically serves bread or rolls from the left side, as the bread and butter plate is positioned to the left of the cover While bread is usually complimentary with unlimited refills, it is advisable to provide the first serving for free and charge for subsequent rounds, with clear communication on the menu regarding any charges.
Serving cocktails prior to taking food orders can lead to more adventurous and larger meal selections During this time, it's essential to inform guests about any specials available Additionally, provide clear explanations of menu items that may be unfamiliar to them When addressing direct questions like, "How is the soup today?" be honest yet positive, as this fosters trust between the guest and server.
To effectively manage revenue, control costs, and prevent theft, a 3-copy order pad system is essential This system involves sending one copy of the guest's order to the cashier, another to the kitchen or production area, while the final copy remains in the dining room At the end of each shift, the copies from each area are compared to ensure accuracy and consistency.
1 Divide the following restaurant into stations knowing that: a There are 6 waiters scheduled to work, each can cover 20 seats b There are 5 waiters scheduled to work, each can cover 20 seats c There are 4 waiters scheduled to work, each can cover 15 seats
2 Develop a duty roster for the following restaurant in a hotel with the given information:
Number of seat: 120 Opening hours
Busy time Time requires staff most
Lunch (A la carte) 10:30 - 14:00 9:30 - 11:30 11:30 - 13:00 11:30 - 13:00 Dinner (A la carte) 17:00 - 21:30 16:30 - 22:30 18:30 - 20:30 18:30 - 20:30 Forecast on guest arrival:
MON TUE WED THU FRI SAT SUN
On average, a waiter can handle 20 seats for A la carte service and 40 for buffet service
TT MON TUE WED THU FRI SAT SUN
Bình, Bắc: are (runner/bus boy); Dương: is Hostess
Hà is the captain and can handle the position of Hostess if needed
Nam (not shown on the table) is the manager and can handle all the job if required.