NSS Enriching Knowledge for the
Tourism and Hospitality Studies
Curriculum Series (10): Compulsory Part
II
Introduction to Hospitality - Food and
Beverage Sector (New)
Objectives
Introduction
to
beverage sector
the
food
and
Sectors of the foodservice industry
Food and beverage operations
Classifications
of
food
service
establishments
Types of food and beverage services
F & B industry
It is usually defined by the output of products. But it
doesnt include the manufacturing of food & drink
and its retailing.
The basic function: serve food & drink to people and
to satisfy their various types of needs.
The
main
aim
is
to
achieve
Customer
Satisfaction. The needs that customer might be
seeking to satisfy are:
Physiological: the need of special food items
Economic: the need for good value for the price paid
Social: a friendly atmosphere
Psychological: the need for enhancement of selfesteem
Convenience : the desire for someone else to do the
work
Characteristics of the F & B
operations:
Following are the main characteristics:
A vital part of everyday life
Major contributor to the Hong Kong economy
Highly fragmented & complex
Creates employment
Encourages entrepreneurship
Promotes diversity through many different food
concepts & cuisines
Innovative
Consumer led
High competition
Fulfils basic needs
The foodservice
operation/cycle
The foodservice cycle
can be used as a basis
to analyze how different
foodservice operations
work.
Performance measure in
foodservice operation
Performance measure variables
Seat turnover
Customer spend/
average check
Revenue per member of
staff
Productivity index
Ratio of food and
beverage sales to total
sales
Sales/ profit per seat
Sales analysis
Departmental profit
Stock turnover
Complaint levels
Level of repeat
business
Sectors of the foodservice
industry
Sectors of the foodservice
industry
Industry sector
HK terminology
Purpose of the
foodservice
operation
Hotel, motel and
other
tourist
accommodation
Restaurants
including
conventional and
specialist
operations
Popular catering
Provision of food
and drink together
with
Provision of food
accommodation
and
drink,
service
generally at high
price
with
high
levels
of service
Provision
of food
Historical Summary
Supported
by
developments
in
transport and business
Grew out of hotel
and
leisure-related
restaurants
(which
tourism
were originally highly
formal) through chefs
wishing
to start
their
Has
gone
through
business
including
cafs, and drink generally own
various
phases.
pizza, grills and at low/ medium
steak house
price with limited
levels of service
and
often
high
customer
throughput
Sectors of the foodservice
industry
Industry sector
HK terminology
Fast food including
McDonalds
and
Burger King, KFC
etc.
Purpose of the
foodservice
operation
Provision of and
drink
in
highly
specialized
environment,
characterized
by
high
investment,
high
labor costs
Takeaway
Fast provision
of
and and
vast drink
customer
including
ethnic, food
snacks, fish and throughput
chips,
sandwich
Outdoor
catering Provision of food
bars
(ODC)
and
drink
away
(or
off-premises from home base;
catering or event suppliers
usually
catering)
associated with a
major event
Historical Summary
Heavily influenced by
USA concepts; highly
sophisticated
meal
packaging
and
marketing
Developed
from
variety of concepts.
Developed through the
need
to
provide
services
at
special
events. The term ODC
is misleading as little of
this catering actually
Sectors of the foodservice
industry
Industry
sector HK
terminology
Retail stores
Events/
banqueting/
conferencing/
exhibitions
Leisure
attractions
such as theme
park,
museums,
galleries,
cinemas and
theatres
Purpose of the
foodservice
operation
Historical Summary
Fast provision Developed
originally
from
of food and prestigious stores wishing to
drink
provide food and drink as part
of the retailing experience
Provision
of Originally associated with hotels
large scale food but has now become major
and drink for sector in its own right
events
Provision
of Increase in leisure have made
food and drink profit from food and drink
to
people
engaged
in
another pursuit
Sectors of the foodservice
industry
Industry sector
Purpose
of the
HK
terminology
Industrial
catering either
in-house
operations
or
through
Motorway
catering/
service stations
foodservice
contractors
foodservice
operation
Historical Summary
Provision
of Developed out or recognition
food and drink that better fed workers work
to people at better.
work
Provision
of
food and drink,
together
with
petrol and other
retail services,
often
in isolated
Provision
of
locations
food and drink
Developed in the 1960s with
the advent of motorway
building.
Transport
Grew out of the need to meet
catering
the demands of the travelling
including
to people on the public. Originally service were
railways, airline move
of high levels, reflecting the
and marine
type of traveler. Eventually
changed to meet the needs of
a wide range of traveler.
Sectors of the foodservice
industry
Industry
sector HK
terminology
Purpose of the
foodservice operation
Welfare
catering or
Social caterer/
foodservice
(student,
healthcare.
Licensed trade
Institutional
including wine
and military)
bars, licensed
clubs
and
member club
Provision of food and
drink to people in
colleges, universities,
the armed forces and
to
people
through
established social need
Provision of food and
drink
in
an
environment
dominated by licensing
requirements
Historical Summary
Highly regulated and
maintained
Developed from bars
and other drinking
places with increased
regulation and liquor
licensing requirements
Classification of F & B
Industry
Extremely diverse & fragmented that the size &
scope of the industry creates a challenge when
attempting to organize & classify it.
Classification approaches & options:
Commercial (market oriented) & noncommercial (cost oriented)
Customer type: general market or restricted
market
Ownership
Primary function or secondary function
Star rating or quality
Type of cuisine
Service method
Theme
Location
Classification of food and
beverage operations
Commercial (market oriented)
& non-commercial (cost
oriented)
1. Market oriented business characteristics:
High % in fixed cost, for example rent, management
salaries, depreciation of buildings and equipment
Reliance on sales rather than decreases in costs
An unstable market demand for the product
Flexible pricing policy
2. Cost oriented business characteristics:
Lower % of fixed costs, but a higher percentage of
variable costs such as F & B costs
Reliance on decreases in cost rather than increases
in sales
A relatively stable market demand for the product
Fixed pricing policy
Customer type
Ownership of F & B
operations
Manageme
nt options
Self-operated
The owner or organization manages the
operation themselves. It could be a small,
large or a franchised situation.
Franchise agreement
With a franchise, the franchisee (the owner
of the facility) pays fees to the franchisor (or
franchise company) in exchange for the right
to use the name, building design, and
business
methods
of
the
franchisor.
Furthermore, the franchisee must agree to
maintain the franchisors business & quality
standards.
Management contracting
When an owner or operator of an establishment
employs or contracts specialized hospitality or food
& beverage service company to manage the whole
or part of the operation. This could be either in a
hotel or in a non-commercial institution, for
example a university.
Outsourcing
Increasingly, hotels are realizing that hotel-run
restaurants are in some cases unprofitable due to
many residents opting to dine at known branded
outlets.
Therefore, a new & emerging trend is where the
hotel forms a partnership with a restaurant/coffee
chain/bar brand that would operate from a
Popular F & B Services in
Hong Kong
Types of operation
Description
First Class
Offering a high level of table
(silver, Guridon and/or plated)
service. Often associated with
classic or haute cuisine.
Ethnic
Establishments tending to reflect
ethnic origin.
Themed
With a concept, which make it
takes priority over everything else.
The concept can be represented by
architecture, food, music, and
overall 'feel' of the restaurant.
Bistro, Brasserie
Normally serving one-plate items
rather than formal meals.
Popular F & B Services in
Hong Kong
Types of
operation
Description
Coffee shop or
caf
A small social gathering place which sells
varieties of coffee and tea. Some snack,
light food and portioned dessert as
supplement.
Cafeteria
Primarily
self-service
with
customer
choosing selection from a counter or
counters in varying designs and layouts.
Fast Food Outlet
Substantial sector in the catering industry.
Meeting the needs of all-day meal taking
and also the need for grab and go service.
Wine bars
Commonly wine themed. A typical feature
of many wine bars is a wide selection of
wines available by the glass.
Partial list of restaurants in
Hong
Kong
Company Name
Type of Food
No. of
Outlets
Maxims
Chinese Restaurants/Chinese fast food/
Lunch Boxes
376
McDonalds
Fast Food
232 + 77
McCafe
Caf de Coral
Chinese fast food/ Lunch Boxes
151
Fairwood
Chinese fast food/ Lunch Boxes
107
KFC
Fast Food
62
Burger King
Fast Food
15
Starbucks
Coffee & Snacks
115
Pacific Coffee
Coffee & Snacks
110
Outback
Steakhouse
American style dining
Deli France
Fast Food sandwiches
34
Olivers Super
Sandwich
Fast Food Sandwiches/ Salads
18
Pret a Manger
Fast Food Sandwiches/ Salads
12
California Pizza
American style pizza
F & B services in hotels
Most hotels operate multiple F & B outlets. Outlets,
products and services offered are subject to change
from property to property. The outlets could be:
1. Employee dining
2. Mini Bar
3. Fine dining
4. Restaurant
5. Coffee Shop
6. Conferencing & Banqueting
7. Outside catering
8. Room service
9. Bar
10. Lounge
F & B in accommodation
5-star
hotels
Budget
hotels
Coffee shop, Fine dining restaurant, Specialty
restaurant, Bar, Coffee
lounge, Banqueting,
Outside catering, 24hrs full room service menu,
Executive lounge, In room guest amenities, Mini
bar, Pool caf, Employee dining
Coffee shop, Specialty restaurant, Bar & lounge,
Guest amenities, Conference & banqueting, Mini
bar, Employee dining
Breakfast buffet, Bar, Vending machines, Employee
dining
Bed &
breakfast
Breakfast, limited set menu available at set times
on request
Hostel
Snack bar, Vending
4-star
hotels
Definition of meal
experience
The meal experience may be defined as
series of events both tangible and intangible
that a customer experiences when eating out.
Tangible- which can be feel by touching, seeing
like restaurant tables, chairs etc.
Intangible- which can be only sensed/felt like
restaurant atmosphere etc.
It is difficult to define exactly where a meal /
drink experience actually starts and ends,
although it is usually assumed that the main
part of the experience begins when a
customer enters a restaurant and ends when
he leaves the restaurant.
F & B services attributes in
meal experience
Food and Beverage Division
Food and beverage service
personnel
Different terminology can be used for the
various job roles in differing types of
establishment.
Structure will depend on the level of
service,
style
of
service,
size
of
establishment, restaurant capacity etc.
Organizational Chart
Restaurant Team
Food and beverage
manager
The food and beverage manager is responsible for the
implementation and setting of the food and beverage
policies.
In
general, food and beverage managers are responsible for:
Ensuring that the required profit margins
Updating and complete new wine lists
Compiling, in liaison with the kitchen, menu
Purchasing of all materials
Ensuring that quality/quantity in relation to the price paid
is maintained
Ensuring staff training in maintaining highest professional
standards
Employing and dismissing staff
Holding regular meetings with section heads
Marketing and sale promotion
Restaurant manager/
supervisor
Responsibility
for
the
organization
and
administration of particular food and beverage
service areas. These may include the lounges,
room service (in hotels), restaurants and
possibly some of the private function suites.
Job duties consist of:
managing employees,
regulating business operations,
resolving customer issues,
create work schedules,
monitor and evaluate employee performances,
motivate staff members,
monitoring inventory (ordering/ delivery),
meeting health and safety regulations,
Reception headwaiter
The reception headwaiter is responsible
accepting any bookings diary up to date.
for
They will reserve tables and allocate these
reservations to particular stations.
Greet guests on arrival and takes them to the
table and seats them.
Headwaiter/ matre d
htel/ supervisor
Overall in charge of the staff
Is responsible for seeing that all the prepreparation duties necessary for service are
efficiently carried out
Headwaiter will aid the reception headwaiter
during the service and will possibly take some
orders if the station waiter is busy
Help with the compilation of duty roster and
holiday lists, and may relieve the restaurant
manager or reception headwaiter on their days
off.
Station headwaiter/ section
supervisor
For large establishments the restaurant area is
broken down into Sections.
Each of the sets of tables (which may be anything
from four to eight in number) within the section of
the restaurant area is called a Station.
Responsibility for a team of staff serving a
number of stations within a section of the
restaurant area.
They take the food and beverage orders (usually
from the host) and carry out service at the table
with the help of the chef de rang.
Restaurant Team
Other servicing staf
Sommelier / wine waiter
Bar staff/ bartender
Barista
Lounge staff
Function catering/ banqueting staff/ events
staff
Partie system
Partie system is a method of kitchen organization
which is formal, structured brigade and in most cases,
only found in high quality kitchens and restaurants.
The way a kitchen is organized depends on several
factors:
1. The Menu
2. The type of establishment
3. The size of the operation
The number of customers
The volume of food service
4. The physical facilities, e.g. equipment
Classic Kitchen Brigade
Classical Kitchen Brigade
At the top of the kitchen brigade is Executive Chef or Chef De
Cuisine
His/her duties are:
Responsible for entire kitchen operations
Menu planning
Direct the kitchen staff training
Planning work schedule
Safety and sanitation standards
Design of the menu, dining room and kitchen
Purchasing and costing
Prepared by Gabriel Choy
40
Classical Kitchen Brigade
The second in command is the Sous chef which literally
translates as under the executive chef
His/her duties are:
Directly in charge of production
Coordinate the preparation of menu items
Supervising the kitchen
Accept order and give command (e.g. Aboyeur)
Controlling position for the whole cooking line
Prepared by Gabriel Choy
41
Classical Kitchen Brigade
Station Chef (Chefs de
Partie)
Sometimes called Chef de Partie (Station Chef, or line chefs)
In charge of particular areas of production, but under the
supervision of chef and Sous chef
Depending on the size of the kitchen, the number of stations
will vary
It can be divided into 8 categories
Prepared by Gabriel Choy
42
Classical Kitchen Brigade
Station Chef (Chefs de
Saucier/ Sauce chef Partie)
Responsibilities include the saut station and preparation of most
of the sauces
Grillardin/ Grill chef
Responsibilities for all grilled/broiled foods and their accompanying
sauces
Rotisseur/ Roast chef
Responsible for all roasted items
Poissonier/ Fish chef
Responsible for all fish and shellfish items
Entremetier/ Vegetable chef
Responsible
for
all
vegetable/starch/pasta
hot
appetizers,
soup
and
Garde manger/ Pantry chef
Responsible for cold appetizers, canaps and salads
Tournant/Relief Chef
Gabriel Choy
Literally the turningPrepared
chef, by
this
chef fills in at any position
43
Pros and cons of Partie
system
Advantages:
Chefs specilaize in a
particular section
Clear
route
for
progression
Higher quality meals
Better
allocate
responsibility
and
accountability
Detect and monitor
problems more easily
Disadvantages:
Staf can be ideal
when
particular
section
of
the
kitchen
are
not
busy
Expensive
Chefs become bored
More
depend
on
stafs
Success in food and
beverage service
Increasing
pressures
for
improved
professionalism in food and beverage service
staff.
The server is the main point of contact
between the customer and the establishment
and plays an important role in a profession.
To be successful in food and beverage service
requires members of staff to have:
Sound product knowledge
Well developed interpersonal skills
A range of technical skills, and
Teamwork
Positive attribute of F & B
service personnel
Product knowledge
sufficient knowledge and servicing procedure of all the
items on the menu
Local knowledge
Able to advise the guest on the various forms of
entertainment offered
Personality
Staff must be courteous and good temper. Pleasing
and well-spoken manner
Attitude to customers
Positive attitude all the time and should be able to
anticipate the customers need and wishes.
Good memory
It may help if they know the likes and dislikes of
customers: where they like to sit in the food service
area, what are their favourite drinks.
Honesty
Trust and respect that encourages efficiency and a
good team spirit among the operators.
Positive attribute of F & B
service personnel
Punctuality
Punctuality is all-important.
Loyalty
The staffs obligations and loyalty are firstly to the
establishment.
Conduct
The rules and regulations of an establishment must be
followed, especially in front of customers.
Sale ability
Able to contribute to personal selling and merchandising
Sense of urgency
To generate the maximum amount of business over the
service period, with as high a net profit as possible.
Contribution to the team
Above all, staff should be able to work as part of a team
within and between departments.
Food and beverage service
It is also now recognized that food and beverage
service itself actually consist of two separate subsystem, operating at the same time. These are:
1.
2.
The service sequence which is primarily concerned
with the delivery of the food and beverage to the
customer.
The customer process which is concerned with the
experience the customer undertakes to be able to
order, be served, consume and have the area cleared.
Food and beverage
service
Food production methods
As costs of space, equipment, fuel, maintenance
and labor continue to rise, more thought and time
have to be given to the planning of a production
system and
to kitchen design.
Method
Description
Conventio
nal
Term used to describe production utilizing mainly fresh
foods and traditional cooking methods
Convenien
ce
Method of production utilizing mainly convenience foods
Centralize
d
Production not directly linked to service. Food are held
and distributed to separate service area
Cook-chill
Food production storage and regeneration method
utilizing principle of low temperature control to preserve
qualities of processed foods
Cookfreeze
Production, storage and regeneration method utilizing
principle of sealed vacuum to control and preserve the
quality of processed foods
Sous-vide
Method of production, storage and regeneration utilizing
Method
Explanation
Baking
Cooked in dry heat, in the oven
Blanching
Dipping the food in to boiling water or oil for a short
time
Boiling
Cooked in a boiling or rapidly simmering liquid
Braising
Browned in small amount of fat, then cooked slowly in a
small amount
Boiling
Cooked by direct heat from above or below
Fried
Cooked in fat or oil
Deep fried
Cooked in enough fat to cover the food
Grilled
Cooked grill, over direct heat
Poaching
Cooked in a liquid, just below boiling point (simmering)
Roasting
Cooked uncovered, usually by in oven by dry heat
Sauting
Browned or cooked in a small amount hot fat or oil
Steaming
Cooked in steam with or without pressure
Stewing
Simmering slowly in enough liquid to cover the food
The service sequence
It is essentially the bridge between the
production system, beverage provision and the
customer process. The service sequence may
consist of eleven or more stage as summarized
in the table below.
1. Preparation for service
2. Taking booking
3. Greeting and seating/
directing
4. Taking food and
beverage orders
5. Serving of food
6. Serving beverages
7. Clearing during service
8. Billing
9. Dealing with payment
10.Dishwashing
11.Clearing following
service
Food production
and beverage
service
Customer
Process
Service
Sequence
Food production
and beverage
provision
Outline of the relationship between the different operating system within a
Five F & B service methods
All modern food and beverage service methods can
be grouped or categorized under the customer
process:
a)
b)
c)
d)
e)
Table service
Self-service
Assisted service
Single point service
Specialized service (or service in situ)
In group A D of the customer processes, the service
is provided in areas primarily designed for that
purpose, such as a restaurant or takeaway.
In customer process E, the service is provided in
another location, where the area is not primarily
designed for the purpose, for example, in a guest
room, lounge or hospital ward.
Table service: the customer is served at a laid table. This type of service,
which includes plated service or silver service, is found in many types of
restaurant, cafes and in banqueting.
Self-service: the customer is required to help him or herself from a
buffet or counter. This type of service can be found in cafeterias and
canteens.
Assisted service: the customer is served part of the meal at a table and
is required to obtain part through self-service from some form of display
or buffet. This type of service is found in carvery type operations and
may also be used for functions.
Single point service: the customer orders, pays and receives the food
and beverage, for instance at a counter, at a bar in licensed premises, in
a fast food operation or at a vending machine.
Specialized service (or service in situ): the food and drink is taken to
where the customer is. This includes tray service in hospitals or aircraft,
trolley service, home delivery, lounge and room service.
Group A: Table service
Service to customer at a laid over
1. Waiter
a) Silver/
English
Presentation and service of food by waiting staff,
using a spoon and fork, onto a customers plate,
from food flats or dishes
b) Family
Main courses plated (but may be sliver served)
with vegetables placed in multi-portion dishes on
tables for customers to help themselves; sauces
offered separately
c) Plate/
Service of pre-plated foods to customers. Now
America also widely used for banqueting
n
d) French
Presentation of food service dishes individually to
customers by food service staff for customers to
serve themselves
e) Russian
Table laid with food for customers to help
f) Gurido
n
Food served onto customers plate at a side table
or trolley may also include carving and fish
filleting, the preparation of foods such as
flambage
Group B: Assisted service
Combination of table service and self-service
3. Assisted
a) Carver
y
Some parts of meal are served to seated customers;
other parts are collected by the customers from a buffet.
b) Buffets
Customers select food and drink from displays or passed
trays; consumption is either at tables, standing or in
lounge area
Group C: self-service
Self-service of customers
4. Cafeteri
a
a) Counte
r
Customers queue in line formation past a service counter
and choose their menu requirement in stages before
loading them onto a tray
b) Freeflow
Selection as in counter to random service points;
customers usually exit area via a till point
Sometimes food is displayed behind the counter and the guests may indicate their
choice to the counter attendant. The food is served preplated and the cutlery is
handed directly to the guest. Guest will pay at the cashier or have to buy coupons
in advance.
Note: some call order production may be included in cafeterias.
Group D: Single point service
Service of customers at single point consumed on premises or taken
away
5.
Takeaw
ay
Customer orders and is served from single point, at a
counter, hatch or snack stand; customer consumes off the
premises; some takeaway establishments provide dining
area
6. Drivethru
Form of takeaway where customer drives vehicle past
order, payment and collection points
7. Fast
food
Commonly used nowadays to describe type of
establishment offering limited range menu, fast service
with dining area, and takeaway facility
8. Vending
Provision of food service and beverage service by means of
automatic retailing
9. Kiosks
Outstation used to provide service for peak demand or in
specific location; may be open for customers to order and
served, or used for dispensing to staff only
10. Food
court
Customers may either order and eat or buy from a number
of counters and eat in separate eating area, or takeaway
11. Bar
Term used to describe order, service and payment point
Group E: Specialized (or in situ)
Service to customers in area not primarily designed for service
12. Tray
Method of service of whole or [art of meal on tray to
customer in situ, e.g. at hospital beds; at aircraft seats; at
train seats; also used in ODC
13. Trolley
Service of food and beverages from a trolley, away from
dining areas, e.g. for office workers at their desk; for
customers at aircraft seats; at train seats
14. Home
delivery
Food delivered to customers home or place of work, e.g.
meal on wheels, pizza home delivery. Or sandwiches to
offices
15. Lounge
Service of variety of foods and beverages in lounge area,
e.g. hotel lounge
16. Room
Service of variety of foods and beverages in guest
bedrooms or in meeting rooms
17. Drive-in
Customer park their motor vehicle and are served at their
vehicles
