NSS Enriching Knowledge for the Tourism and Hospitality Studies Curriculum Series (10): Compulsory Part II Introduction

to Hospitality - Food and Beverage Sector (New)

 Food and beverage service principles

Ambience of an establishment Kitchen layouts Menu planning and design

 Design refers to overall space planning; it defines the size, shape, style and decoration of space and equipment in the restaurant. Attractive and suitable surroundings seem to make a meal better > better

meal experience.

Good design:

Set a restaurant apart from its competition, bringing the theme and concept to life. Enhance energy efficiency, conserve natural resources (most effective use of available space). Increase profitability (guest experience is enhanced and better in quality).

Physical surrounding & decorative details create its atmosphere, the overall mood (Ambience). Aims to make people feel secure and comfort..

 Humans like to have their own special space, sufficient for privacy. When given the choice, most people would rather sit at a booth than out in the middle of the room at a table. (A sense of privacy or openness) Good dining-space design: find the right balance between security and the guests tolerance for stimulation.

Related to the type of establishment, layout of restaurant, approximate capacity of dining room and aisle dimension etc.

Approximate capacity of Dining room Fine dining seating Popular restaurant and cafeteria Banquet 10 14 - 16 square feet per person 12 14 square feet per person 10-12 square feet per person

Suggested table sizes Banquet institutional Popular restaurant/ Cafeteria Fine dining

2 persons 4persons 6persons 8persons 10persons

2 x 2ft 2.5 x 2.5ft 3 x 6ft 3 x 8ft or 5ft diameter 6ft diameter

2 x 2.5ft 2.5 x 2.5ft 3 x 3ft 3 x 3ft 3 x 3ft

2.5 x 3ft 3 x 3ft 4ft diameter 5-6ft diameter 8ft diameter

Service Aisles Institutional Banquet Lunchroom Cafeteria 2ft 2.5ft

Customer Access Aisles 1.5ft 1.5ft

Main Aisles 4ft 4ft

Fine Dining

3ft

1.5ft

4.5ft

For diagonally spaced tables, allow 9 more between corners of tables than needed for the type of aisle needed (e.g. for 36 service aisle, allow 45)

Tables: comes in three accepted shapes: round/oval, square and rectangular.

ervice Aisles Main Aisles

Customer Access Aisles

 Often youll hear the word comfort associated with atmosphere. Dimensions of comfort:
Temperature of the room Ventilation system The style or padding of the chairs Lighting Sound Ability to separate diners with small children

Vision

Exterior signage; high or low light levels; bright or subdued colors; use of mirrors or partitions to expand or reduce space; height of ceilings; menu design; artwork on walls; window covering; positioning of tables Floors of marble, tile, carpet, or wood; chairs of wood, metal, leather; seats cushioned or not cushioned; basket or plastic plates, earthenware or fine china, paper on which the menu is printed Type and loudness of music, live or on the sound system; kitchen or bar noise; cash registers.

Touch
Sound Taste Temperature Motion

Taste. A cool drink; a crisp onion ring, well seasoned dishes; a hot curried dish. The thermostat setting of a room, heat from the kitchen or coffee station; direct sunlight or use of window coverings; hot food served hot; cold food served cold. The effort it takes to get a table or chair; traffic flow of the aisles; the way servers negotiate the dining room with trays;

 The choice of furniture and its layout and of the linen, tableware, small equipment and glassware will be determined by considering various factors such as: a) b) c) d) e) The type of clientele expected The site or location of the establishment The layout of the food and beverage service area The type of service offered The fund available

1. Dining area 2. Restroom facilities 3. Bar area 4. Sideboard

 When designing the dining area, a well-planned scheme carefully shapes the customers perception with these components:
Table shape, sizes, and positions Number of seats at each table Multiple floors, steps or elevated areas of seating Paintings, posters or murals Type and intensity of lighting Partitions Placement of service areas

 The single most critical public perception of a restaurant is that if the restroom is clean, so is the kitchen. A study published in restaurant hospitality magazine reported 78% of respondents agree that a clean restroom is a strong indication of a clean kitchen. 94% believe that cleanliness is the most important for rating a restaurant. Golden rule; guest should never have to walk through the kitchen to use the restroom.

Health ordinances may require a specific number of toilets and urinals, depending on your square footage or total seating capacity.

 Every bar, no matter where its located, how big it is, or how it is shaped, has three interrelated parts: 1. Front bar 2. Back bar 3. Under bar

 The front bar is where customers drinks are served. The space is 16-18 inches wide, topped by a waterproof surface.

The back bar is the wall area behind the bar structure. It serves a dual function, providing both decorative display and storage space. The central point of the under bar is the pouring station, where youll find the automatic dispensing system for carbonated beverages and juices. Also in the pouring station are bottle wells and a speed rail- both places to store the most frequently used liquors and mixers.

The heart of any foodservice business and kitchen design affect: 1. quality of food; 2. the business capacity/ performance; 3. the roles and workloads of worker; 4. utility & other costs; 5. atmosphere of the dining area. Aimed to manage the possible environment and tools with which to accomplish three critical cost controls:
a) b) c) Labor (increased productivity) Utilities (increased energy efficiency) Food (menu flexibility, quality and planning)

Smaller and more efficient kitchen are the trends in kitchen layout. Three result for this trend:
a) b) c) a shortage of qualified labor battle for space in general for business uses budget constraints

 The layout of food premises should be designed in such a manner that work flow is in one direction as far as possible (i.e. receiving storage preparation serving cleaning)

Systematically design with designated working zone Adequate spaces are provided for food preparation, food storage, storage of equipment / utensils and installation of sanitary facilities Minimize the likelihood of cross contamination and the design is from low risk to high risk To avoid congestion in each zone Facilitate easy cleaning, sanitizing and maintenance

19

 Designed, constructed and equipped to minimize the risk of contamination The best materials for the structure of food premises are: 1. durable 2. impervious (waterproof) 3. smooth 4. easy to clean 5. resistant to cracking/ chipping

20

 A work center is an area in which workers perform a specific task, such as tossing salads or garnishing plates. When several work centers are grouped together by the nature of the work being done, the whole area is referred to as a work station: cooking station, baking station and so on. Here are some of the typical stations:
Broiler station Griddle station Saut station Roast station Holding station

 Determine the placement of equipment based on the cooking methods. There are two major ways to cook food:
1. dry-heat methods 2. moist heat methods

The difference is, of course, the liquid/moisture in the cooking process.

use

of

Stainless steel Combi tables for plating oven/steamer food

Cook-and-hold oven

Hot food holding boxes

Salamander

Steam table

Mixer

Tilting kettle braising oven or tilting braiser

Range top

Reach-in and walk-in refrigeration

Dishwashing machine

Sink, with hot and cold water

Braising oven or tilting braiser

Ice bin or ice machine

Fryer, griddle

 Service areas and wait stations (around 15%) Preparation areas, Production areas and assembly areas (around 50%) Dishwashing area (around 15%) Receiving area and Storage area: dry, refrigerated, cleaning supplies, dishes and utensils (around 20%) Office (around 5%) Employee locker rooms, toilets

Method Conventional Convenience Centralized Cook-chill Cook-freeze Sous-vide

Description Term used to describe production utilizing mainly fresh foods and traditional cooking methods 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 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

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

Boiling
Fried

Cooked by direct heat from above or below

Cooked in fat or oil

Deep fried
Grilled

Cooked in enough fat to cover the food

Cooked grill, over direct heat

Poaching
Roasting

Cooked in a liquid, just below boiling point (simmering)

Cooked uncovered, usually by in oven by dry heat

Sauting
Steaming

Browned or cooked in a small amount hot fat or oil

Cooked in steam with or without pressure

Stewing

Simmering slowly in enough liquid to cover the food

 The menu is central to a food and beverage operation. It is the first impression of your establishment It communicates everything about your type of operation It dictates your staffing, organisation, production and service methods It drives your image, theme, concept, quality and overall mission It is the main sales tool for your product It differentiates you from your competition It can make or break you!

 The menu is primarily a selling aid. Originally the bill of fare (English) or menu (French) was not presented at the table. The menu or bill of fare was very large and was placed at the end of the table for everyone to read. As time progressed the menu became smaller and increased in quantity allowing a number of copies per table.

 This act as bridge between the establishment and the customer. This provide all necessary in formations regarding dishes available, their price range and other rules and regulations. This authenticates and gives guarantees to the customer for billing purpose. Due to Accent problem, the server may not pronounce some dishes names correctly and may create confusion. But menu lessens this type of human error. The server cannot recite the dishes available at the restaurant several times. But this problem is solved because of the menu as guest can refer it as necessary. We can group different type of dishes in different category in a menu card and hence, making easier for guest to select his favourite by referring the section of his/her choice.

 Menu may be divided into two classes, traditionally called la carte (from the card) and table dhte (table of the host). The key difference:
la carte menu has dishes separately priced table dhte menu has an inclusive price either for the whole meal or for a specified number of courses, for example, any two or any four courses.

Sometimes the term menu du jour is used instead of the term table dhte menu. Another menu term used is carte du jour (literally card of the day) or menu of the day, which can also be a fixed meal with one or more courses for a set price. A Tasting menu (menu degustation) is a set meal with a range of courses (often between 6 and 10). These tasting menus are offered in restaurants where the chef provides a sample of the range of dishes available on the main menu.

Table dhte menu

The key characteristics of the table dhte menu are: The menu has a fixed number of courses There is a limited choice within each course The selling price is fixed The food is usually available at a set time

la carte menu
The key characteristics of the la carte menu are: The choice is generally more extensive Each dish is priced separately There may be longer waiting times as some dishes are cooked or finished to order.

All menus, no matter how simple or complex, are based on one of the two basic menu classes: table dhte or la carte. Some menus combine the features of these two classes, offering a number of menu items together at a set price while other menu items are priced separately.

 The advantages of this menu:

These are simple and very easy to choose, as choices are limited. The prices are set and hence, guest can choose accordingly. This is easier to control and operate. This is giving less wastage of food.

The disadvantages are:

The choices are limited and hence, may not satisfy to all type of clientele. One has to pay set price for the menu, irrespective of their consumption of all dishes available.

These are useful for:

The restaurant, serving business lunch for business people, who like well designed and combinations of various dishes, as it will save time. State banquets, and wedding ceremonies. Fast food outlets.

 The advantages of this menu:

The guest will be satisfied as they can choose their own appetite without any limitation. As the portions are not predefined, the guest can choose his/her size. This type of menu is generally having varieties, dishes from two or more cuisine or region and hence guest can customize their combinations. The dishes can be changed according to the season or current trend.

The disadvantages are:

As all guests are not expert in menu combination and selection and hence cannot choose appropriate combination of dishes. The wastage can be more, as the availability of items need to be maintained more.

This is useful for:

The multicuisine restaurant, serving more than one cuisine or regional dishes. The coffee shop styled restaurant.

 Menu considerations

 Attracting and retaining customers is important. The underpinning goal is to provide a menu that your consumers will want.

Market research expectation

Customers

Trends

Organic food

Consumers increasingly demand food that is healthy, organic and produced without any artificial addictives. Vegetarianism More customer be vegetarian. Exotic Consumers increasingly enjoy more exotic food from areas such as Japan, Thailand and Australia. Healthier options Increasing obesity level and chronic disease are leading consumers to be more health conscious.

 Customers are more demanding and with more specific requirements

Halal Caters for members of the Muslim faith; in the food production process the animal or poultry has to be slaughtered in a ritual way known as Zibah.
Kosher food is food that meets Jewish dietary laws, or the laws of Kashrut. Similar to Halal, it has strict rules in the preparation and production stages, where food is supervised by a rabbi. Members of the Jewish faith would not consume items such as pork or seafood and would not mix diary and fruits. Vegetarians would not eat meat, poultry and fish. They eat primarily vegetables, pulses and fruits. Vegans do not eat meat, eggs, diary products and all other animalderived ingredients. They eat beans, grains, legumes, vegetables and fruits.

Kosher

Vegetarian Vegan

 Business considerations when planning and creating menus:

The establishments target food cost The cost of ingredients Food seasonality The quantity of food used for each dish (portion) Food wastage during production Food production methods

 Operational considerations when planning and creating menus: a) b) c) d) e) Skill requirement of chefs Size of food production Food service facilities Service method Competition

 Truth-in-menu laws exist in some localities, cannot mislabel a product

Butter must use butter not margarine Fresh must be fresh, cannot be canned, frozen or freshfrozen) Homemade not purchased ready-to-heat Grading (foods are graded by size, quality, in line with official standards) Geographical origin (cannot make false claims about the origin of a product)

 Menu cover needs to:

Be attractive Be eye catching Set the scene Communicate the theme Be cleanable Be replaceable

Change Agent

Impact/ Action

Ingredient prices change due to political Menu prices need to be amended and economic factors

Food scares such as bird flu and mad cow Consumers will not purchase disease Remove from menu Replace
Items wanted due to social changes red Consumers will not purchase meat, fat Remove from menu Replace Items wanted due to social changes Create dishes organic, healthier options, exotic food Add to menu Advertise Internal; restructuring change in budget, Menu changes staffing, leadership, theme Supplier problems Ingredients not available or too expensive, remove form menu

 It is important to remember that your menu is an important communication tool.

Complex terminology should be avoided. If customers do not understand the menu it may deter them from entering the restaurant/
Terminology is used it is important to ensure that the service staff can explain meaning to customers.

Are all descriptions accurate? Are sections clear with the right food in each section Are dishes easy to read? Is the font the correct size? Could I use different colours, bold or underline particular dishes to make them stand out? Have I fully utilised all the paper space well? Have we communicated the brand well? If prices change, can we amend the prices easily? Is the menu easy to clean? Do we have the address, e-mail and reservations number on the menu? Do we have service charge information communicated well? Is the spelling and grammar correct? Have we highlighted any potential allergies( eg:nuts)? Do we need to consider getting menus translated into another language?

 Three basic types of menu page and fold formats.

1. Single-page format: the entire menu is contained on a single page or card. The area of sales concentration is in the top half of the page

2. Two-page/single-fold menus. Menu size and shape will vary considerably

3. A three-panel, two-fold menu

 The graphic Eye Movement Pattern shows the typical eye movement over a three-panel, twofold menu. The pattern of eye movement is not fixed and can be altered and directed by menu design psychology.

 Visual element techniques to increase the effectiveness of the menu

The first visual element is the font size and style. Words, numbers, or graphic symbols can be increased in size to attract the readers eye or decreased in size to de-emphasize attention to a particular item.
This technique is most effective when the entire menu is limited to three different font styles. The change from a light type to a bold type can also increase awareness and can actually direct the eye along a prescribed path. Thus, color and brightness can be used along with font size and style to direct the reader to certain parts or sections of the menu.

 Oversized menus are difficult to hold Knock over wine glasses with the menu

Scorched by candles
Obstructing customers view of their dining partner Too large to be placed on the table

Color and eye appeal

A variety of colors is used in each meal. Color combinations do not clash. Colorless or onecolor meals are avoided. Attractive garnishes are used. It helps to merchandise the food.

Texture and consistency

Refers to the structure of food and is experienced by mouth-feel. A contrast of soft, creamy, crisp, chewy, and firm-textured foods is included in each meal, as much as possible, for clientele served.

Flavor combinations

In addition to the basic flavors of sweet, sour, bitter and salty. Foods with compatible, varied flavors should be offered. A variety of flavors in the meal is more enjoyable than duplication of any one flavor. Two or more foods with strong flavors are avoided in the same meal. For example, tomato juice and tomato-base casserole, are not served together.

Balance

Light to heavy, then heavy to light Vary the sequences of preparation of each course. Change the seasoning, flavouring and presentation Ensure that garnishes are in harmony with the main dishes.

 Important to make your dishes sound exciting. It is key to fully explain and communicate the main features of the dish creating a visual picture in the mind of the potential consumer. Examples of words to encourage purchases:
Tasty Juicy Traditional Fresh Authentic Homemade Crunchy Creamy

 When compiling menus it is important to ensure that dishes are produced as nutritiously as possible The ingredient and methods of preparation a foodservice operation uses have a vast effect on the foods nutrient content.

Fresh local product usually with more nutritional

Maximize the amount of vitamins, minerals, and fiber and to minimize calories, fat, cholesterol, sodium, and sugar. Frozen fruits and vegetables are generally higher in vitamins may be lost, as time deterioration affects product quality.

Bread cereal, rice and pasta group:

1 slice of bread 1 ounce of ready to eat cereal

Fruit group:

1 medium apple, banana or orange Half cup chopped, cooked or canned fruit 1 cup of raw leafy vegetables Half cup of any other vegetables (cooked or raw) 1 cup of milk or yogurt 45gm of cheese 60gm of cooked lean meat 2 eggs

Vegetable group:

Dairy group:

Meat, poultry, fish, eggs group:

Source: MyPyramid from MyPyramid.gov

 The overall menu and dishes should use a good variety of different ingredients to include:
Vegetables Fruits Red meats White meats Fish Pulses Herbs Spices

 Your menu is as good as the quality of the ingredients used. Are there suppliers that can deliver the menu items required? Are the suppliers able to consistently meet food specifications? Am I using the best supplier to provide food in relation to quality, consistency of delivery and price? Is there a back-up supplier should there be any problems?