Innovation and
Development in
Restaurant
Operations
Week Two:
Classifying Restaurant Operations
Mark Ashton
Contents
» Considering the scope of
the Food Service Sector
» Categorising Restaurant
Operations - theory
» Practical Restaurant
Categorisation – virtual visit
to Guildford
» Feedback to Group
#uniofsurrey
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Considering the Scope of the Food Service Sector
• We will divide you into three groups facilitated by Sumeetra, Chris and I
• Consider the scope of the food service sector
• What type of operations make it up?
• Where are they located?
• What’s changing?
• Meet back here to present back in 15 minutes
A short walk from Waterloo to Hixter Bankside
» A walk of about fifteen minutes covering a distance of less than a mile.
» At Waterloo Station - Bagel Factory, Benugo, Boots, Burger King, Cabin, Caffe Nero, Cafe Ritazza,
Carluccio’s, Costa, Delice de France, M&S Simply Food, MacDonald's, Mi Casa Burritos, Natural Kitchen
London, Pret A Manger, Sports Bar and Grill, Starbucks, The Beer House Waterloo, The Pasty Shop,
Upper Crust, Wasabi, West Cornwall Pasty Company, Whistlestop, WHSmith, Yo! Sushi
» On the way - The Fire Station, GBK, Wahaca, Penny at the Old Vic, Pret A Manger (again), Pret A Manger
(and again), Caffe Nero, Spice of India, Capital Kebab House, The Windmill Tavern, Culture Chinese,
Olive Cafe, Restaurant Olivelli, Young Vic The Cut bar│restaurant │cafe, Meson Don Felipe, Freshcut
Sandwich Bar, Byron, Southbank Tandoori, Costa, Tas, The Anchor and Hope, Ma's kitchen rotisserie, The
Ring, Baltic, Lord Nelson, Nando's, Travelodge, Carlo's Kitchen, The Union Jack, Union Street Cafe, The
White Hart, Costa, Thyme in the Premier Inn, Hilton Bankside, Mercure London Bridge, Marco's New York
Italian, Citizen M, Vapiano, Rosie Tate Cafe, Itsu, Caravan Bankside, Hixter,
» 67 individual operations.
» A simple analysis of the list shows that 51 operations are affiliated to a chain and 16 are independent
operations; there are 3 bars, 3 cafes, 9 coffee shops, 4 hotels, 7 pubs, 28 restaurants, 4 retailers, and 9
take-aways; 3 of the operations are run by ‘celebrity’ chefs. If there are this many different types of
operations in one fifteen minute walk across one mile of London, how much more complex is it to consider
the totality of food and drink service operations across the whole of the industry in the UK and
internationally?
#universityofsurrey
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Why classify?
• To provide meaningful and comparable statistics.
• UK - the Standard Industrial Classification (SIC). The SIC is very detailed and provides interesting statistics,
the categories it uses are not necessarily the ones that correspond best to the dynamics of the industry and
due to the nature of the system exclude certain activities, such as catering in schools and hospitals
• USA - the North American Industry Classification System (NAICS).
• Benchmarking.
• Particularly for statistical or metric benchmarking to work effectively, the choice of your comparison set is
critical and the more scientific the choice the more successful the comparison is likely to be.
• A number of researchers have spent considerable effort in designing systems that can provide these
groupings. See, for example, Barrows, Vieira and DiPietro (2016), Barrows and Vieira (2013) in the references
at the end of Chapter 2 in FBM 6th .
• Common issues.
• While every food and drink service operation is unique, they do display similarities in the way they can and
should be operated and understanding where the similarities and differences lie can help the manager
understand how to manage their operation in the best way.
• Indeed as Barrows (2001 p. 59) has suggested,
• “Classifying operations is critical since different segments tend to have unique characteristics including the
areas of labor expertise, operating systems, cost structures and profitability. One very important area where
segments tend to differ is with respect to the management challenges they face and the strategies that each
segment employs.”
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Approaches to classification
» Classifying by the name
• In Japan, what is the difference between a Shabu-shabu and a Shojin restaurant?.
• In Italy, what is the difference between a pizzeria and a pizza rustica or pizza à taglio?
• And in France what is the difference between a bistro, a brasserie and a buvette.
Japanese hot pot,
featuring paper-thin slices
of tender meat and fresh
vegetables cooked
together in a large open
pot.
A typical shojin ryori meal is centered around soybean-based
foods like tofu along with seasonal vegetables and wild mountain
plants, which are believed to bring balance and alignment to the
body, mind, and spirit. This simple meal contributed to Japan’s
elegant haute cuisine called kaiseki, and today can be eaten at the
dining halls located in Buddhist temples across Japan.
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Wikipedia
»
Automat
»
Delicatessen
»
Automated restaurant
»
Dhaba
»
»
Bakery
Bar
»
»
Diner
Dining car
»
Ice cream parlor
»
Raw bar
»
Ice cream van
»
Refectory
»
Izakaya
»
Rejuvenation of dai pai dong
»
Juke joint
»
Revolving restaurant
»
Kafana
»
Roadhouse (facility)
»
Kissaten
»
Rodízio
»
Kopi tiam
»
Sandwich bar
»
Lunch counter
»
Seafood restaurant
»
Mamak stall
»
Bar mleczny
»
Dining room
»
Bistro
»
Dinner theatre
»
Bouchon
»
Dinner train
»
Brasserie
»
Drive-in
»
Breastaurant
»
Drive-through
»
Snack bar
»
Männergarten
»
Brewpub
»
Fast food restaurant
»
Soda shop
»
Meadery
»
»
»
Soup kitchen
Bridge restaurant
Fast casual restaurant
»
Meat and three
»
»
»
Steakhouse
Café gourmand
Floating restaurant
»
Microdistillery
»
Strausse
»
Cafeteria
»
Food booth
»
Milk bar
»
Supper club
»
Cakery
»
Food cart
»
Mobile catering
»
Take-out
»
Cantina
»
Food court
»
Mystery dinner
»
Tavern
»
Carvery
»
Food hall
»
Osteria
»
Taverna
Food truck
»
Ouzeri
»
Theme restaurant
»
Oyster bar
»
Thermopolium
»
Paladar
»
Tower restaurant
»
Pancake house
»
Trattoria
»
Pie and mash
»
Truck stop
»
Pølsevogn
»
Underground restaurant
»
Pop-up restaurant
»
Volxkuche
»
Pub
»
Punjabi dhaba
»
Chifa
»
»
Chuckwagon
»
Gastropub
»
Churrascaria
»
Greasy spoon
»
»
»
»
»
Coffeehouse
Concession stand
Coney Island (restaurant)
Cosplay restaurant
Dai pai dong
»
»
»
»
Haute cuisine
Hawker centre
Health food restaurant
Heuriger
7
More ways to classify
» Classifying by food type
• burgers, chicken, coffee, sandwich, deli, pizza, Mexican, American, steak, Italian, seafood, ice cream,
Chinese, Japanese, pan Asian, donuts, BBQ, beverage, brew pub, soup and salad, hot dogs, bakery,
fondue, Caribbean, eclectic/fusion, pancakes/waffles, desserts/snacks, New Orleans, pasta, bagels,
Southwest, other ethnic, and chili. (Barrows and Viera, 2013)
• Local, national, ingredient based, theme, healthy
» Classifying by business format
•
•
•
•
Independent owner operated
Chain
Franchise
Pubs
•
•
•
•
•
managed houses
retail agreement
franchise agreement
tenancy agreement
Lease
• Management contract.
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And still more
» Classifying by market / direct v indirect
• Who chooses where you eat?
» Classifying by venue / occasion
• Where you eat – SIC plus
» Classifying by service style / level
• Fine dining
• Casual Dining
• Fine casual.
• Fast casual.
• Quick Service Restaurants (QSR)..
• Coffee shops
• Take away / mobile.
» Classifying by average spend
9
Service Style Positioning Matrix
10
Fine Dining
A possible schema
Casual
Restaurants
Coffee Shops
QSR
Take-away, Pop
up & Mobile
Direct
Food and Drink Service
Operations
Hotels
Accommodation
B&B / Hostels
Pubs, Bars &
Nightclubs
Membership
Clubs
Events
Business &
Industry
School Meals
Education
Colleges and
Universities
In-flight
Indirect
Travel
Cruise
Rail
Hospitals
Health and
Welfare
Care Catering
The Services
Prisons
11
So how should we categorise restaurants?
• Get into eight groups
• Virtually Visit Guildford and list the food service providers in your assigned geographical area
• Note their features using . . . ? ? ?
• Keep your list with annotated features – we will use this again in week 5
• Come up with a way of categorising them
• Produce a one page schematic of this
• Meet back here at 11am to present back to the class
by sharing your screen and justifying your method
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Questions?
#universityofsurrey
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