Report Title
FOOD AND BEVERAGE
Name | Course Title | Date
Heading 1
QUESTION 2
The food service industry is surrounded with activities, services, and
business functions involved in preparing and serving food to people
eating away from home. Within this industry there are a number of
different industrial sectors and these are categorised according to the
type of customer demand being met.
Each sector may be further analysed by considering a set of variables
that exist in the different sectors. Such variables represent elements
that vary in particular sectors and thus provide a basis for examining the
different types of foodservice operations within specific sectors.
Follow carefully the instructions below.
1. Identify one particular sector on which you want to focus and
elaborate your report.
2. Research, identify and analyse the various variables pertaining
to the chosen sector.
3. By using the 8 steps in the Foodservice cycle, compile a report
on how the chosen sector will work from an operational point of
view.
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Task 1
What is and what is not acceptable about food depends on the different social
backgrounds and cultures of people. Even today people have conflicting ideas about
what constitutes good cooking and what a good chef should provide. The French
tradition of producing fine foods from highly respected chefs continues to this day, while
other countries may have less in interest in the art of gastronomy.
During the French revolution most, witnessed the disappearance of aristocracy, thus
leaving cooks wandering of what would be the next step. As the political situation was
getting stabilized, a new form of dining was required for the wealthy upper class. Many
restaurants started experimenting with menus varying from multiple dishes to menus
consisting of only one course dinner starting with soups. Restaurants were the place for
everyone as long people had the money otherwise it was the in place for new French
bourgeoisie society.
Interesting to say that between the end of the 19th century and world war one was a
wonderful era for the culinary art. This was followed by what is known as the modern
cuisine. After 1914, this evolution can be traced to two essential elements, artificial
refrigeration and a greater availability of funds. After world war two the United states
exported the new concept of hygiene to the world, therefore nowadays there is a
desperate search for genuine traditions and civilized cuisines.
As the 20th century came along, with the help of transportation a mobilization of more
people from around the world started to settle in developing countries in search of better
working conditions and lifestyles, and so began the introduction of styles of food and
service from a wide choice of nations resulting in the number of ethnic dishes which are
still popular today.
There are various drivers that influenced our perspective of dining today such as socio
economics, urbanizations, and trade policies. Market liberalization brought forward the
rise in supermarkets with all year-round availability of commodities and ready-made
foods prepared with intensive production methods and new technologies. Eating at the
place of work, at schools in hospital and institutions led to a need for healthy, budget
conscious food. Late in the 19th century, the composition of menus was more possible as
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food was being transported from around the world and was available at hand with the aid
of air transport.
There also consequences to this namely is the over urbanization, negative impact on the
environment and sustainability of fish stocks naming a few. As a society we ended up
with over food consumption resulting in health issues and with a convergence of diets.
It is important to remember that this dimension depends on people’s views and
backgrounds to dictate to what and how is the food itself must look, smell and taste.
Different social backgrounds dictated what constitutes the idea of a snack, a proper meal
or a celebration. What a person’s idea of a snack may be another person’s idea of a
main meal. Nutritionists form the image of food by informing what is good for your diet.
And this also changes due to updated research and what is available in the market. The
perception on the image of food depends on “we are what we eat. “The quantity eaten
may indicate if one is a glutton or a gourmand.
This may also depend on the logistics of economic affordability, time available, and the
ease of obtaining what as to how the individual to decide to dine at home, ordering fast
food or dining at a restaurant on daily or weekly basis.
Different social backgrounds dictated what constitutes the idea of a snack, a proper meal
or a celebration. What a person’s idea of a snack may be another person’s idea of a
main meal. Nutritionists form the image of food by informing what is good for our diet
through various media. And this also changes due to updated research and what is
available in the market and what we learnt from schools and through different meal
experiences. My perception on the image of food depends on “we are what we eat. “The
quantity eaten may indicate if one is a glutton or a gourmand.
Taste affects food choice and is based on the biological, social and cultural
perspectives. These compounds are based on the four sensations of vision, smell, taste
and touch. There are various factors that affect what we eat.
For the individual, tastes and habits in eating are affected by three main factor such as
upbringing, peer group behavior and the social background. What is to be eaten, when is
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to be eaten and the individual health consideration are other factors to be considered
when addressing this subject.
There are various explanations of a consumption of a meal. The Nordic researchers
have concluded that the meal event falls under four categories. Categories include
dining alone at home, dining with friends at own home, dining alone in restaurants, at
work or on the streets, and dining with friends in restaurants and canteens.
There are various perspectives depending on the approach to the dimension of the
meal, these involve biological, physiological, normal and abnormal psychological,
anthropological, sociological and nutritional. These perspectives look into various meal
patterns, requirements, hunger satiety stages and the fact the meal itself is a time of
day. Eating is a necessity, but it also a means of developing social relationships. The
need and preferences of the people you eat with should be considered. There are
various environments that can foster these relationships especially when there is a
reason for celebrating occasions such as birthdays and wedding anniversaries or may
be just to be with a few friends in a restaurant. From the emotional point of view, food
can be of comfort to people especially after sad moments in life, such as wakes or may
be as a means of appreciation for someone’s accomplishments.
Considering the above points, one notices that the birth of various commercial
businesses such as themed restaurants, fast food restaurants, bars, pubs, canteens,
hostels, hotels know today are originated from these perspectives and different meal
events. Then we move on to product development, sensory experiences, nutritional
values, provisioning, design and physical settings, pricing and marketing, for various
sectors of the food cycle. Planning menus today may depend on a wide spectrum of
perspectives depending on the needs of the individual and to provide the ingredients
necessary for the individual for maximum enjoyment of his meal.
In the light of FAMM and the acceptance of the context of a meal model is based on
three factors such as the food product itself, the consumer and the environment. Among
the various aspects related to FAMM, because of the constant changes in trends of the
industry, being different in terms of product and architectural and interior designs. These
factors depend on the type and demands of today’s customers one is envisaging, the
management policies and decisions, and the quality of staff available.
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Anderson and Mossberg manifested that when reflecting on planning the meal, several
factors are to be taken into consideration such as cuisine, restaurant interior, service,
company and other guests. Slack et al (2007) measured success of the meal experience
as the parameters of being fast and consistent, cost effective, dependable and flexible.
The restaurant industry is changing from the operation driven focus of the past to the
media and innovative design of the future. The famous Michelin guide for restaurants
and hotels came out with a model idea and is described as the approach with a
beginning with an entrance and seating of the customer, the meeting process, the
product and the management control system. And all of the above lead to the fifth aspect
of completing the meal experience followed by a scientific definition of each aspect. The
models are the variables to be discussed by the management and chefs regards the
dining atmosphere they need to create in terms of the dining facilities, communications
and the product they sell. The consequence of failing to follow such procedures to gain
customer satisfaction may result in the matter of people getting in, dining and paying
their bill and fail to see the big picture to see what a true dining experience may truly
become.
Creating the right atmosphere is crucial for the consumption of a meal as it dictates the
success of the restaurant. Having the right environment in terms of dining facilities with
the correct fittings tat suit the need of the customer and the style of food aims to present.
Atmosphere is what gives restaurants that vibration, as is intangible as what makes a
good novel. Restaurants are culture, not just catering. Part of the joy of eating is
unpredictability, the unlikely combination of ingredients that goes in recipes. At the end
dining is the outward reflection of who you are, and what you would like to be and all the
aspects of the atmosphere such as dining experience, the customers and the overall
product will come up to that expectation.
On the basis of Gustafsson and Meiselman views of the FAMM model Lashley et al
(2005) suggested that “the meal experience represents an event containing symbolic
and emotional components, and is multidimensional in nature”. The observations by the
above authors revolves around emotions of joy, pleasure, enchantment, romance, rush
of excitement and they differentiate those feelings to make the customer feeling more at
home when dining out.
End
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References
Breffni M. Noone, Sheryl E. Kimes, Anna S. Mattila and Jochen Wirtz (2007) The Effect of Meal Pace on
Customer Satisfaction Cornell Hospitality Quarterly. 48; 231
Davis, B., Lockwood, A. Pantelidis, I.S. & Alcott, P., (2008) Food and Beverage Management (4th ed),
London; Elsevier
Dixon M., Kimes S.E, Verma R. (2009) Customer Preferences for Restaurant Technology Innovations.
Cornell Hospitality Report Vol 9 No 7.
Hemmington, N. (2007) From Service to Experience: Understanding and defining the Hospitality Business.
The Service Industries Journal. 27(6):747-755
Lashley C., Morrison A., Randal S. (2005) More than a service encounter? Insights into the
emotions of hospitality through special meal occasions. Journal of Hospitality and Tourism
Management. Online: http://tinyurl.com/mo25uy (accessed May 2009) 1 (David Foskett, 2003)
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1.The consumer needs and market potential in the various sectors of the
foodservice industry
The interest by consumers in the coffee shop industry is sweeping the island.
Mocha Latte is positioned to bring this to the Bugibba area. Mocha latte is
privately owned and its main aim is the non-captive market.
Situated in the heart of Bugibba surrounded by hotels and pubs and restaurants.
The area consists of a two-kilometer radius and is heavily populated with mix of
young local and foreign people, aiming to have a higher standard of living with
incomes at their disposal. This is complemented by a large number of middleclass families, tourists, locals and of town visitors that frequent coffee shops
during their daily and weekend promenade walks. Coffee shops are having a great
deal of success, which is evidenced by the full houses every day of the week. Even
with competition close by Caffe Mocha manages to lead the field by providing
first rate catering standards on a consistent basis.
The café seats a maximum of 100 covers with a total sale of over a million Euros.
The cost of food and beverage is 25%. labour cost is 35% controllable and noncontrollable income of 30%. It generates a profit of 10% before income taxes.
2 The formulation of policy and business objectives that will guide the choice of
operational methods that will be used

The mision statement at Mocha Latte is to provide a friendly, comfortable
atmosphere where the customer can receive quality food, service at
reasonable price.
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
The premises shall open every day from 0800hrs till 2200hrs.

It is open to all types of customers including those with very young
children.

The policy is to give the best level standards of food and beverage service
according to the established policy set by the management.

To promote advertising through different media such as magazines,
television, internet and word of mouth.

To use the freshest ingredients and the quality commodities for the
preparation of food and beverage.
3.The interpretation of demand to make decisions on the range and type of food and
beverages to be provided, as well as other services, and the service levels and prices to be
charged
Interpreting the customer demand, Mocha latte food and beverage specification,
this ranges from serving the needs of customers who would like to have services
offered to them alfresco style, ability to buy pastries and savouries from the
display counter for takeout, and other services such as an a la carte menu. The
premises also offer comfortable airconditioned settings inside for summer and
wintry days. The availability of service ranges from 0800hrs till 22oohrs on a
daily basis.
The customer service specification depends on the method of service Mocha latte
offers. The amount of service it gives to the customer and the level of standard of
food is offering in terms of reliability and flexibility. Care is to taken to ensure
profitability by considering the use of the available resources. The resources
include the quality of commodities used, manning costs and the capability of the
equipment during pressure times. For this to happen the staff must be trained
and by using their technical, interpersonal skills, product knowledge and team
work they are capable to handle the customer service specification at Mocha latte.
Mocha latte boasts a refrigerated display counter of cakes, pastries, artisanal
chocolates and almond frivolities.
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The beverage menu will comprise of different Coffee styles and tea of all sorts.
The choices of coffee beans are of recommended quality and coffee products
range from basic espresso to flavoured Mocha lattes made with French Vanilla,
chocolate, marshmallows and hazelnuts. The selection of teas range from English
to flavoured herbed varieties.
Fresh squeezed juices, carbonated and non-carbonated beverages, alcoholic and
non-alcoholic beverages also will be available. For those who prefer wine, a
modest selection of wine and boutique beers is also available. Wine can be
ordered by the glass.
The breakfast menu features freshly baked croissants, muffins, Sicilian style
baked savouries and home baked tea cakes and pastries. The daily menu features
freshly made sandwiches and baguettes, Classical and vegan salads, soups made
from freshest ingredients in season, light grills and pasta dishes.
The customer service specification depends on the method of service Mocha latte
offers. The amount of service it gives to the customer and the level of standard of
food is offering in terms of reliability and flexibility. Care is taken to ensure
profitability by considering the use of the available resources. The resources
include the quality of commodities used, manning costs and the capability of the
equipment during pressure times. The price range of all products is similar to
that of the competition with different presented dishes presented with more fresh
ideas that entices the customer taste and expectations.
4.The planning and design of facilities required for the food and beverage operations and
the plant and equipment required
The planning and design of Mocha latte is focused on the market it is trying to
attract. It is based on the customer needs, the theme and the type of food and
service it is offering. Importance is given to the space as the tables are
strategically placed as to create a bustling atmosphere when full and thus create a
more customer turnover during busy times. The kitchen and pastry are designed
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and equipped with latest technology combi ovens and cooking ranges and
refrigeration to handle the busiest times with an efficient delivery of food. Each
section of the kitchen is segregated into sections with sanitary requirements
according to the health and safety government regulations. The storage of dry,
fresh and frozen commodities is located near the kitchen for easy access. Staff
dressing rooms are also available.
The tables and chairs are all polished wood and the décor and furnishings are
according to the style of the place. The interior design is focused on projecting a
relaxed atmosphere, and with effective lighting that makes the place look
impressive in the evening. The area is divided into two sections. The coffeeshop
area consist of custom-made chalk painted chairs and coffee tables made from
light oak with heavily decorated mirrors and modern art paintings. The dishes
and eating utensils will be mismatched in pastel colours and purchased from
antique stores. The coffee cups will be from the forties and fifties era. The bar is
fully set up with a three grouped coffee machine and coffee grinders, hot and cold
beverage counter, alcoholic displays and wine storage fridges. Bathroom facilities
are equipped for the needs of all customers included those with disabilities. The
emphasis of the coffee shop section will be on providing a comfortable
environment for the customer where they will want to linger and return many
times.
5.The organisation of provisioning for food and beverages and other purchasing
requirements to meet the needs of food production, beverage provision and the
service methods used
The provisioning of commodities is done by the café manager, shift supervisor
and the chef. The provisioning is done according to revenue of sales and future
projections. The dishes are all costed out according to standardized recipes to
ensure portion control in relation to food quality and the price. The cost control is
managed by a computerized system that estimates the daily requisitions of
commodities for production. This is done according to historical sales entered by
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management. It also prepares purchasing orders to approved suppliers for the
ordering of provisions of food and beverage and perishable goods. Stock rotation
and inventory records are also taken every week and at on a random basis.
Receiving of goods and signing of invoices is done by chef or the supervisor.
6.production and services
Mocha Latte is managed by an experienced cafe manager. The shift supervisor
and head chef.They work in conjunction in ordering supplies, maintaining stocks,
handling customer complaints, quality checks, hygiene levels, training and
scheduling staff. Other duties would include ensuring staff coverage for all shifts
and reports to the owner and developing marketing strategies. They will be
responsible for the overall management of a staff compliment of 15 employees
including par timers.
The customer is greeted on entering the coffee shop and may be seated if dining.
If the customer prefers to have just coffee or any other small item may do so by
ordering through the reception desk at the entrance. The menu is a la carte and
the service is plated. If customers require a takeout they are served directly from
the counter. On entering Mocha latte, one finds a food display counter and a
reception desk. The shift supervisor greets and seats the guests at the table and
hands out the menus and explain the specialties and take the orders. The food
and drink orders are punched through the pos system and transferred to remote
printers in the bar and kitchen. The baristas and kitchen chefs prepare the orders
and pass them onto the servers to take to the customer. The coffee and bar area
are situated near the pastry and the server display area where it can be manned
by the same baristas during idle times. After the guest has finished the meal, the
server obtains the guest bill by requesting it via the terminal and printer at the
reception desk. The customer receives a hard copy of the data stored in the
computer accessed by the table number and server number. The server acts a
cashier of his own bills and settlement is recorded for each bill as the server
receives cash or credit cards.
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7.Controlling of costs associated with the operation of food production, beverage
provision and other services and the control of revenues
Mocha latte Pos system handles all the take-out customers’ bills, as well as food
and beverage bills. For ordering from the food display, purchasing has to be done
in advance at the entrance reception desk, and then presented at the display
counter barista for collection of goods. For the dining experience, the customer
orders the waiter punches the order on his hand-held ordering pos and it is
directed to the kitchen and bars as needed. At the end of the meal experience, the
end bill will be generated through the pos and presented to customer. Payment
can either be made cash, by cheques or by credit cards. The computer system is
under the control of the general manager, who manages the business accounts,
rosters, payroll, stock control and ordering, cash intake, assists in compiling of
menu costing of dishes, online banking.
8.Monitoring of consumer satisfaction to continually check on the extent to
which the operation is meeting customer needs and achieving customer
satisfaction
On interpreting the different customer behavior, from time to time the managers
and chef establish the customer needs and review the prices, quality of service,
image and style of service from the different customer reviewing media such as
trip advisor and mystery guests and customer satisfaction questionnaires and
plan the marketing strategy through media relevant to the social class, age and
income levels of the customer.
References
David Foskett, V. C. (2003). the theory of catering. Hodder and Stoughton.
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