Food and Beverage Managment 3rd Edition 2011餐饮管理第三版2011

FoodandBeverageManagementFoodandBeverageService©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersKeyrequirementsforstaff: Soundproductknowledge Welldevelopedinterpersonalskills Arangeoftechnicalskills Anabilitytoworkaspartofateam©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersFoodandbeverageservice Consistsoftwoseparatesub-systemsoperatingatthesametimeTheservicesequence–primarilyconcernedwiththedeliveryofthefoodandbeveragestothecustomerThecustomerprocess–concernedwiththeexperiencethecustomerundertakes©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersTheservicesequencePreparationforserviceTakingbookingsGreeting,seating/directingTakingfoodandbeverageordersServingoffoodServingbeveragesClearingduringserviceBillingDealingwithpaymentsDishwashingClearingfollowingserviceElevenormorestages:©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersThecustomerprocess Thecustomerisrequiredtoundertakeorobservecertainrequirements Forexample: Customerentersafoodservicearea Ordersorselectschoiceandisserved(maypayeitheratthispointorlater) Foodandbeveragesarethenconsumed,customerleavesandareaiscleared©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersCategorisingservicemethods Whenviewingfoodandbeverageservicefromacustomerprocessperspective,fivebasictypesofcustomerprocesscanbeidentified©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersSimplecategorisationofthecustomerprocess©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersThefivecustomerprocessesServiceatalaidcoverAssistedservice–partserviceatalaidcoverandpartself-serviceSelfserviceServiceatasinglepoint(ordering,receiptoforderandpaymentSpecialisedserviceorserviceinsitu©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersGroupA-Tableservice: Thecustomerisservedatalaidcover Includes: Silver/English Family Plate/American Butler/French Russian Guéridon Alsofoundonbarcounters©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersGroupB-Assistedservice: Customerservedpartofthemealatatableandisrequiredtoobtainpartthroughself-service(forexampleinacarvery-typeoperation)©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersGroupC-Self-service: Thecustomerisrequiredtohelphimorherselffromabuffetorcounter Counterscanbe: Straightlinecounterwithpaymentpointatend Free-flow-customersmoveatwilltorandomservicepoints Echelon–seriesofcountersatanglestosavespace Supermarket-Islandservicepointswithinafree-flowarea©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersGroupD-Singlepointservice: Thecustomerorders,paysandreceivesthefoodandbeveragesatacounter: Attakeaway;fastfood;drivethru;kiosk;foodcourt,vendingmachine Atabarinlicensedpremises©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersGroupE-Specialisedservice(orserviceinsitu): Thefoodandbeverageistakentowherethecustomeris Includes:trayserviceinhospitals,hotelsoraircraft,trolleyservice,homedelivery,loungeservice,roomserviceanddrive-in©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersChangingservicemethods IngroupsAtoDthecustomerprocessissimilarforeachoftheservicemethodswithinthesamegroup Changingbetweenservicemethodsinthesamegroupdoesnotfundamentallyalterthecustomerprocess Changingservicemethodsbetweengroupsaltersthecustomerprocess GroupEhasaspecialisedsetofrequirements©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersProvidingcustomerservice Acombinationoffivecharacteristics:ServicelevelServiceavailabilityLevelofstandardsServicereliabilityServiceflexibility The‘customerservicespecification’musttakeaccountofallofthese©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersLevelofservice:standardsofservice Levelofservice verylimitedtocomplexwithhighlevelsofpersonalattention Standardsofservice measureofhowwelltheoperationdeliverstheservicelevelitisoffering©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersEnsuringcustomerservice Writtenstatementsofboth: Technicalspecification physicalcharacteristicsoftheproducts Servicespecification proceduresandthewaytheyarecarriedout  Oftencalleda‘customerservicespecification’ Needforbalancebetweenmaintainingcustomerserviceandresourceproductivity©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersCustomerserviceversusresourceproductivity©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersEnsuringgoodcustomerrelations Maintaingoodinterpersonalrelationshipsbetweenthecustomerandfoodandbeverageservicestaff Maintaingoodinterpersonalrelationshipsbetweenservicestaffanotherdepartments(internalcustomers)©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersManagingvolume Includesconsiderationof Measuringcapacity Volumeandserviceorganisation Increasingthroughput Limitingdemand Usingqueues Specialconsiderationsforbanquet/functionoperations©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersSeatingconsumptiontimes©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersQueueconsiderations Unfairversusafairwait Uncomfortableversusacomfortablewait Unexplainedversusanexplainedwait Unexpectedversusanexpectedwait Unoccupiedversusanoccupiedwait Initialversusasubsequentwait Anxiousversuscalmwait Individualversusagroupwaiting Valuableserviceversuslessvaluableservice Neworinfrequentusersversusregularusers©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersSalespromotion Offeringshort-termincentivesdesignedtochangethebuyinghabitsofcustomersandincreasetherevenueoftheoperation Salespromotionsaregearedtodirectlyencouragethecustomertopurchase,oftenthroughshort-termimprovementsinthecost–valueratio©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersSalestactics Neverdiscount Package Specialpromotions Seekcustomerloyalty Concentrateonvalue Reposition Cashprofitmaximisation©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersMerchandisingactivities Marketing Advertising Point-of-saleselling Aimedatimprovingprofitability Staffrecognitionofcustomerneeds Usingdesign Makingthecustomerfeeldistinctiveandunique Makingcustomerfeelvaluedandencouragingloyalty Achievingcustomersatisfaction©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersPersonalselling Staffshouldbeableto: Describethefood,winesanddrinksonofferinaninformativeandappealingway Useopportunitiestopromotespecificitemsordealswhentakingcustomerorders Seekinformationinawaythatpromotessales(e.g.askingwhichsweetisrequiredratherthanifasweetisrequired Provideacompetentservice Seekcustomers’views©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersBookinginformation Basicinformationisthesameregardlessofhowthebookingsaretaken.Thisincludes: Dayanddate Nameofthecustomer Customer’stelephonenumber Numberofcoversrequired Timeoftheevent–arrival Specialrequirements Signature/recordofthepersontakingthebookingincaseofanyqueries©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersLargerpartybookings Forlargerpartybookingtherewilloftenbedifferentprocedures.Thismayinclude: Setmealandbeverages Howbillingistobedone Requirementforadeposit Seatingplan Deadlineforconfirmationoffinalnumbers ©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersOrdertakingmethods Mainmethodsare: Triplicate Duplicate Servicewithorder Pre-ordered Allordertakingmethodsarebaseduponthesefourbasicconcepts©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersTakingorreceivingcustomerorders Serverscan: Recordorderscanbewrittenoncheckpads Keytheminonhandheldterminals Customerscan: Handwriteorders UseelectronicsystemssuchasiPadsorothertouchscreens Useinteractivetabletopprojectionsystems©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersAdditionalrequirements Eachestablishmentwillhaveownsystemforindicating: Whichcustomerishavingwhatitem Afollowonorder Supplement(additional)orderforsamecourse Returnedfoodandreplacementorder Accidentreplacementorder©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersEssentialknowledge Servermustknowwhattheyareserving Andtheservicerequirements Enablestheservertoadvisethecustomeron: thecontentofdishes themethodsusedinmakingthedishes theaccompanimentsoffered©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersServiceconventions Traditionalwaysofdoingthings Haveprovedtobeeffectiveandefficient Ensurestandardisationintheservice Eachestablishmentmaybeslightlydifferent Butessentialallstaffknowandfollowthesameones©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersPersonalserviceconventions Alwaysworkaspartofateam Workhygienicallyandsafely Passothermembersofstaffbymovingtotheright©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersServicepreparationconventions Usechecklistsforpreparationtasks Prepareserviceareasinsequence Holdglassesorcupsatthebaseorbythehandle Holdcutleryinthemiddleatthesidesbetweenthethumbandforefinger©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersOrdertakingconventions Takefood,wineanddrinkordersthroughhosts Useordernotationtechniques Beawareofcustomerswhomayhaveadditionalneeds©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersGeneralserviceconventions Avoidleaningovercustomers Useunderplates(liners) Useservicesalversorserviceplates Holdflats,fooddishesandroundtraysonthepalmofthehand©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersConventionswhenserving Servecoldfoodbeforehotfood Servewine/drinksbeforefood Startservicefromtherighthandsideofthehost,withthehostlast Servewomenfirst©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersConventionswhenserving Silverservefoodfromtheleft Serveplatedfoodsfromtheright Serveallbeveragesfromtheright Clearfromtheright©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersConventionsforgeneralworking Usetrays Separatetasksof: servingattable food/drinkcollection sideboard/workstationclearing Usechecklistsfortasksrequiredforclearingafterservice©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersBillingmethods Billascheck Separatebill Billwithorder Pre-paid Voucher Nocharge Deferred(chargedtoaccount)©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersClearingmethods Fourmainmethods: Manual Semi-self-clear Self-clear Self-clearandstrip©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersDishwashingmethods Manual Semi-automatic Automaticconveyor Flightconveyor Deferredwash©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersPurposeofarevenuecontrolsystem Monitorswheresellingtakesplace Activitiesinclude: Efficientcontrolofallfoodandbeverageitemsissued Reductionofpilferingandkeepingwastagetoaminimum Ensuringbillsarecorrectandproperpaymentismadeandaccountedfor Provisionofmanagementinformation©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersSystemsforrevenuecontrol Manualsystems Pre-checkingsystem Electroniccashregisters Electronicpointofsale(EPOS)controlsystems Computerisedsystems Satellitestations©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersPerformancemeasures Informationcollectedduringtherevenuecontrolphaseincludes: salesmix grossprofit costpercentages seatturnover salesperstaffmember salesperseatandsalesperarea©2011Cousinsetal:FoodandBeverageManagement,3rdedition,GoodfellowsPublishersExamplemalpractices: Dilutionofliquor Shortmeasures Overchargingofcustomers Underchargingoffriends Managementpilferage Kickbackstomanagers Cashregisterstakenoffline Utilisingdifferentiatedgrossprofitpercentages