Chapter 7

Contemporary Food Service

Concepts

Introduction

The relationship of market, concept & menu

• In the hospitality business, meeting the needs & expectations of guests is necessary for success, failure to meet means they will not return & the business will inevitably close

• Market, concept & menu are the basic tools used in describing foodservice operations

Market Segment

• Knowing the customer should have the top priority for foodservice management

• Questions like “Who is the customer? What are their expectations? How much are they willing to spend?”

• Market segment is a term used to describe subgroups of consumers who share a specific set of needs & expectations:

- Economy factor; household incomes, country’s economy

- Demographic factor; age, level of education, race

- Psychographic factor; lifestyles, social class

- Emotional factor; sad, happy - Geography; convenient

location

•Every foodservice operation depends upon its ability to respond to the demands of its customer. Individuals experience different needs and expectation of food service at different times.

•Market segment is a term used to describe subgroups of consumers who share a specific set of needs and expectations.

•Each segment has decidely different needs and expectations for its dining experiences.

•The same people may occupy several market segments depending on their needs and expectation for foodservice at any given moment.

•Consequently, while market segments often seem to describe distinct groups of individual, they actually focus on sets of needs and expectations.

Geographic Location•For some foodservice operations, a convenient location is essential for success.

•Some restaurants known as ‘destination restaurants’ which have earned their reputation for, say, serving wonderful steaks and huge portions, may draw their clientele from relatively great distances.

Security•McDonald’s has drawn a considerable competitive advantage by targeting children. The Ronald McDonald character, playgrounds, and specialized décor as well as many corporate gifts to children’s charities, all function to strengthen McDonald’s appeal to the younger set - and their parents.

Ethnicity•Restaurants identified by their ethnic foods may appeal to members of that ethnic group as well as to others who are interested in enjoying foods from different cultures.

Social Class•Certain kinds of restaurants confirm the customers’ social class – or, at least, the customers’ social aspirations.

•Such restaurants may be places where it is possible to see the famous, or where it is fashionable for the famous to e seen.

Price•Some restaurants are known for being expensive, others inexpensive.•Typically, the criterion is not so much the actual dollars spent but the cost in relation to the value received.

•Marketing specialist refer to this phenomenon as the price-value relationship. Customers expect to receive greater value for higher prices.

Concept • Refers to the many elements in a foodservice operation that

contribute to its function as a complete & organized system serving the needs & expectations of its guests

• The most basic elements in food service operations include: Size of the facility - Described in terms of the number of seats, square footage, number of meals served & total sales Location - Critical factor in foodservice operation - Good location consider in relation to other elements & to target market Hours of operations - Deciding to be open & when to close the restaurant is extremely important

•Concept refers to the many elements in a foodservice operation that contribute to its function as a complete and organized system serving the needs and expectations of its guests.

Facility Size•The size of a foodservice facility is usually described in terms of the number of seats, which related to the volume of business conducted by the operation, except where take-out, delivery, or drive-through windows are a significant part of the business.

•In theory, any given foodservice operation has an optimal size. An operation can e just too small, thus loosing business; too large , thus expensive to maintain; or just right.

•The facility should have sufficient capacity to meet the needs of the market as profitably as possible.

Location•Location is a critical factor in many foodservice concepts. A great product at a great price is of no value if it is too far away from its intended market.

•Location must be considered in relation to other elements in the concept of a given foodservice operation, and to the target market.

•Some locations themselves seem destined for restaurant success due to other factors – such as being adjacent to major tourist attractions.

•Different market segments require different locations. A good location for one concept may be horrible for another.

Hours of Operation •Hours of operation may seem like am rather mundane element in a foodservice operation’s concept, but deciding when to be open for business is extremely important.

•The key is to determine customer needs and expectations and then strive to meet them.

Theme & Design• For a number of contemporary foodservice operations,

theme is the central element in concept • Themed derived from the culture, e.g…. Road Grill

House, created an atmosphere of the Cowboy’s house• Rather than borrowing from another culture, a theme

may intensify local culture like Restoran Seri Melayu that can amused the tourist

• Themes may reflect special interests: Rock music (Hard Rock Café) Restoran Seri Melayu (Malay Culture) Road Grill House (Steak House) Carl’s Jr. (60’s atmosphere)

•Theme can be thought of as the collective effect of a number of factors that creates a unique and total dining experience.

•Often a theme is derived from other cultures.

•A theme may intensify the characteristics of local culture for the amusement of tourist.

•Themes may reflect special interest: rock music (Hard Rock Café), automobiles (Studebaker’s) or sport celebrities (Micheal Jordan’s)

•Design is important to virtually all foodservice operations, and is particularly vital to strong theme operations.

•The theme of a restaurant is made visually apparent to the guest.

•Everything depends upon the needs and expectations of the market.

• Ambience means the complete impression gives to its guest through design such as: the choices of color the arrangement of space the finishing the furnishing the table settings (glassware, chinaware) the lighting the sound

• Proper theme through design create a memorable experience when the restaurant theme visualize appearance to the guest.

Forms of Service

• The form of service refers to the way food & beverages are presented to the guest

• Different forms of service address the varying needs of different market segments contribute to the guest’s perception of value

• Basically, styles of table service being grouped as followings: Table Service (waiter/waitress service) Self-service/ Tray service/ Take-out service/ Counter Service

Table Service • Also known as waiter/ waitress service• Table service characteristic:

Guest are seated by the hostess, orders are taken by service personnel at the table, food & beverages are brought to the table

• Basically types of table service includes: French service or table-side service Russian service or silver service American service or plate service English service Family service Banquet table service

Self service/ Tray service/ Take-out Service/ Counter Service• Fast turnover is the goal of this type of service• Customers are served with a minimum of conversation &

movement• Pictures of prepared food items are often displayed on the

menu or walls to speed decision making• Types of service for this group includes:

Room service Buffet service Cafeteria service Snack bar service Machine vended Drive-thru pick up Kiosk Delivery service

Importance of Service • It determines value for

the guest• The greater the level or

attention provided to a guest, the more the guest is willing to pay for a meal

• It has a direct influence of the dining experience of the guest

• The service personnel can have a dramatic effect, either positive or negative on the customers’ enjoyment & on whether they will choose to return

Quality of Service

• Quality of service is a relative term that depends on the form of service & the concept involved

• Each type of service is characterized by different criteria

• Speed of service is critical in quick counter service, but not as critical in fine dining table service where guests do not want to be rushed through an expensive meal

The Menu

• The menu is the foodservice operation’s plan for meeting the needs & expectations of its guests

• The content of the menu creates an image which it reflects the overall style of the restaurant

• Lists in the menu are the items that customers will desire & appreciate; is the product plan for restaurant

• Printed menu should match the décor of the restaurant & attractive

• If well laid-out, it helps to promote sales (especially if dishes are described in an appetizing way)

• Types of menu: Table d'hôte A la carte Carte de jour Cycle menu Fixed Price Menu (Prix Fixe)

• Menus typically reflect prices for food & beverage items

• Pricing should demonstrate a clear understanding of the market segment services by the foodservice operation

• Menu & the concept of a foodservice operation are closely related; ideally the menu items & prices closely fit the concept

Types of Foodservice Concepts

Generally, food service can be divided into TWO categories: Commercial Foodservice - Profit oriented - Public or private ownership - Catering, main or secondary activity

Institutional Foodservice - Cost provision - Government subsidized

Foodservice IndustryFood & Beverage

Sector

Commercial Foodservice

Institutional Foodservice

Restricted Market

General Market

ClubsTransport Marketing Restaurants Popular

Catering

Coffee House

Fast Food Restaurants

Restricted Market

Health Care Correctional Facilities

Charitable Facilities

Elderly Feeding

Programs

Schools/ Universities

Facilities

Military & Army Forces

The following are some of the types of restaurants:

Fine dining Coffee house Theme restaurants Casual dinner house Ethnic restaurants Family restaurants Quick service Catering

Fine Dining Restaurant/ Haute Cruisine

• Refers to the style & service in the dining room, menu & the style of food preparation

• Employees who serve the food are usually well-trained & highly skilled

• The price are usually expensive; for fine food, personnel service & comfort

• The décor of a fine dining restaurant is generally compatible with the overall ambiance & theme that the restaurant is seeking to create

• These elements of food, service & the décor create a memorable experience for the restaurant customers

Casual Dinner House

• Seek to attract middle-income individuals who enjoy dining out at the same time wish to avoid high prices & the formality of fine dining

• Characteristically, the service is friendly & the atmosphere is more informal & lively

Ethnic Restaurants• Defined as food service establishments that provide

cultural or tradition foods/dishes• Serve special food from the ethnic background• The interior design are depending on the particular

restaurants• Ethnic restaurant increasing tremendously because

today’s customers are more sophisticated, not only seek meals but also mini adventurous; both atmosphere & food

• E.g: Japanese Restaurant. Service personnel wearing Kimono’s, dining room decorated with Japanese decoration& serving Japanese dishes.

(sushi/tepanyaki/tempura)

Quick Service

• Sometimes called fast food restaurants• Today, quick service category being

characterized by relatively low prices, limited menu offerings, utilitarian décor, & counter service

• New trend in quick service market is the use of kiosks & carts to reach customers in high-volume & non-traditional sites

Catering

• A function or banquet is an organized event in the broadest sense, at which all guests eat the same meal at the same time

• A banquet is a meal where all the food has been pre-selected by the host including the number of guests, date & time of event

Catering VS Banquets

The difference between catering & banquets:• In the catering services, a caterer performs the

service away from his own establishments (they bring the food to the host house or garden & they serve the guests)

• Banquet happened in the establishments space to hold the banquet (e.g Ballroom) & the organizer (host) & the invited guests has to come to the establishment to partake to the food & service

Basically there are 4 types of catering business:

An establishment that does on-premises & off-premises catering

An establishment that does off-premises catering exclusively

A restaurant with full catering facilities A restaurant with limited catering facilities

Table Service •Guests are seated by a host or hostess. Orders are taken by servers at the table, and food and beverages are brought to the table.

•Soiled dishes are cleared by servers or buspersons.

Buffet Service •The distinguishing factor is that the guest must come to the buffet table for food.

Banquet Table Service

•Banquet table service is very similar to ordinary table service in that server brings food to the guest table.

•Food may be ‘plated’ in the central kitchen and moved in special heated carriers to the dining area.

Cafeteria Service

•In cafeteria service, like buffet service, guests pick up their own food and take it to their table.

•The difference between the two is that cafeteria style service typically has employees ‘dishing up’ food for customers, whereas buffet are usually self service.

•Some cafeterias are very similar to food courts in which guests can choose among ‘shops’ specializing in a particular type of food item.

Room Service •Room service is associated with hotels, where guests can order a meal from a menu and have it brought to their room.

•Similar systems apply in contemporary hospital foodservice where patients order from a menu and their selections are brought to their rooms.

Quick Counter Service

•Quick counter service characterizes foodservice operations where the customers stand at a counter, place their order, pay, wait while the order is assembled and then receive their order. Example; Burger King and McDonald’s

Traditional Counter Service

•Traditional counter service represents an earlier form of ordering and receiving food quickly than is found in restaurant with table service.

•Customers, particularly single customers not wanting to take a table and wait for the server, can sit on a stool at the counter. There, they are served by counter person, often a short order cook.

Family-Style Service

•Family-style service involves bringing various food items in sufficient quantities for tables of six, eight, twelve, or more diners.

•Food is passed from person to person, like traditional family dinner.

Take-Out Service

•The term ‘take-out’ is generally applied to table service restaurants that offer to customers who prefer to take it home and eat it there.

•Some contemporary restaurants like Pizza Hut’s delivery and take-out only units, offer take out service.

Delivery Service

•Delivery service, where prepared food is brought to the customer’s home

•Delivery service also characterizes meals-on-wheels, as well as urban restaurants that deliver to a neighborhood.

•Some delivery services are not connected with a particular restaurants, instead they offer a limited menu from various participating neighborhood restaurants.

Carhop Service

•Customers drive into the restaurant parking lot but remain in the cars. Orders are called into an intercom or are given directly to the carhop who comes to the driver’s side window. the carhop returns with the food, present the check and collects payment.

Drive-Trough Service

•Drive-through service is the contemporary counterpart to carhop service popular decades ago.

•Customers place an order through a microphone, drive forward to window, pay, and receive their order.