DIA Notes 1

TOPIC 1

INTRODUCTION TO THE HOSPITALITY

INDUSTRY

DIA Notes 2

TOPIC 1:INTRODUCTION TO THE HOSPITALITY INDUSTRY

• According to the Oxford Dictionary, hospitality means “the reception and entertainment of guests, visitors or strangers with liberality and good will”.

• The word hospitality is derived from hospice (nursing home), a medieval “house of rest” for travelers and pilgrims.

• Hospitality then includes hotels and restaurants.

DIA Notes 3

• Hospitality may be defined as meeting the needs of guests in a variety of establishments.

• The hospitality Industry offers employment to people of differing personalities, background and skills through a wide diversity of type of outlets serving food and beverages.

DIA Notes 4

Following are the F&B that offered services to the guest’s need.

• Café: usually offer teas, coffees, soft drink,

snack and often light meals.(eg.coffee bean, starbuck)

• Cafeterias: usually attached to institution such as museums or educational establishment sometimes recreational place. Usually offer light refreshment.

• Food halls/ Food courts: in the shopping mall, offer are light food to heavy food such as pastries, noodle, rice and drinks.

DIA Notes 5

• Public House: the meals available range from simple bar snacks or sometimes informal restaurant style offering three course meal.

• Casual dining restaurant (BISTROS): service provided usually casual dining and table service.

• Ethnic restaurant: offering culture experience offered to guests as well as the food.

DIA Notes 6

• Functions (receptions/banquet/conventions): the number of guests and the style of function can vary enormously so function demand extreme flexibility from both food management and service staff.

• Fine dining restaurant: offering comfortable or impressive ambience for the fine cuisine. Staff must be highly skilled.

DIA Notes 7

1.TRAVEL AND TOURISM SECTOR

• Travel Agencies

• Travel Wholesalers/Retailer

• Transportation

• Business, meeting & convention

• Recreation & sport

• Entertainment

• Trade & culture fairs, etc

DIA Notes 8

2. LODGING SECTOR

• Hotels

• Motels/budget hotels

• Motor homes

• Resorts/chalet

• Condotels

• Travel lodges

• Residential suite

• Rest houses,etc

DIA Notes 9

3. FOODSERVICE SECTOR

• Hotel F&B

• Commercial foodservice

• Institutional foodservices, etc

4. ALLIED INDUSTRY

• Educational and training institutions

• Supermarkets

• Vending machines

DIA Notes 10

FOODSERVICE INDUSTRY

• Defined as “the art of supplying food and beverage services away from home or to the home but prepared elsewhere”.

• The National Restaurant Association (USA) divides the foodservice industry into two categories:

1. Commercial

2. Noncommercial

DIA Notes 11

• However since 1993,Restaurants and Institutions (USA) no longer divided the industry into these categories because menu item and facility ambience choices between categories are almost nonexistent overseas.

• In Malaysia, there are still obvious differences between the two categories of foodservice.

• The term commercial and noncommercial are still used to indicate the degree of choice a customer has in selecting where to eat.

DIA Notes 12

TYPES OF FOODSERVICE OPERATION

• The foodservice industry can be classified into 2 major groups:

1. COMMERCIAL FOODSERVICES

2. INSTITUTIONAL FOODSERVICE

DIA Notes 13

1. COMMERCIAL FOODSERVICES

A. EATING PLACES

• Full-Service Restaurants

• Limited Service (fast-food) Restaurants

• Commercial Cafeterias

• Social Caterers

• Specialty Restaurants-ice cream, yogurt stands

• Ethnic Restaurants

• Food Courts

DIA Notes 14

B. FOOD CONTRACTORS

• Manufacturing and Industrial Plants

• Commercial and Office Buildings

• Hospitals

• Colleges & Universities/Primary & Secondary Schools

• In-transit Foodservice (airlines/railways)

• Recreation and Sports Center

DIA Notes 15

C. LODGING PLACES

• Hotel Food and Beverage Outlets

• Motel Restaurants

• Retail-Host Restaurant

• Recreation and Sport

• Mobile Caterers

• Vending and Nonstore Retailers

DIA Notes 16

2. INSTITUTIONAL FOODSERVICE

A. EMPLOYEE FOODSERVICE• Staff canteens/cafeterias

B. GOVERNMENT NURSERIES, ELEMENTARY AND SECONDARY BOARDING SCHOOLS

• Subsidized foods for infants, toddlers, children, students in residential halls, boarding schools, hostels.

DIA Notes 17

C. COLLEGES AND UNIVERSITIES

• Government/semi-government higher institutions

• Student dining halls

• In-house foodservices

• Academic and non-academic staff cafeterias

D. INDUSTRIAL FOODSERVICE

• In-house subsidized mass foodservice for employees

DIA Notes 18

E. GOVERNMENT HOSPITALS

• District hospitals/healthcare centers

• City/general hospitals

• Staffs/nurses/doctors’ canteen

F. REHABILITATION CENTERS

• ‘Pusat Serenti/ Pusat Pemulihan Dadah’

• Prison Foodservice

• ‘Boys’/Girls’ rehabilitation centers

DIA Notes 19

G. GOVERNMENT NURSING HOMES AND HOMES FOR AGED, BLIND,ORPHANS AND HOMES FOR THE RETARDED

• Rumah anak-anak yatim

• Rumah orang-orang tua

• Rumah orang-orang cacat

• “Taman Bahagia”, ‘Pusat Penyakit Kusta- Sg.Buluh, ‘Pusat TB’.

DIA Notes 20

H. CLUBS, SPORTING AND RECREATIONAL CAMPS

I. COMMUNITY CENTERS

J. MILITARY/ UNIFORMED FOODSERVICE

• Officers and Open Mess

• Airforce

• Army Navy

• Police

• Fire Brigades

DIA Notes 21

COMMERCIAL OPERATIONS

• Three (3) basic commercial food service operations are:

1. Independents

2. Chain Restaurants

3. Franchises

DIA Notes 22

INDEPENDENTS

• Owned by an owner or owners who have one or more properties that have no chain relationship.

• Menus may not be identical among properties.

• Food purchase specifications may differ, operating procedures are varied, etc.

DIA Notes 23

CHAIN RESTAURANTS

• Part of a multi-unit organization• Often share the same menu• Purchase supplies and equipment cooperatively.• Follow operating procedures that have been

standardized for every restaurant in the chain• May be owned by a parent company, a franchise

company or by a private owner or owners• Some chains are operated by a management

company.

DIA Notes 24

ADVANTAGES

• Large chains can readily acquire cash, credit and long-term leases on land and buildings

• Ability to experiment with different menus, themes, designs and operating procedures

• Can afford staff specialists who are experts in finance, construction, operations and recipe development

• Able to generate internal financial information that can be used as a basis of comparison among properties

DIA Notes 25

DISADVANTAGES

• Difficult to keep up with changing markets and economic conditions.

• Involve a large amount of paperwork, rules and procedures that can slow them down.

• Top management may lose motivation to keep up and what is best for the company might not always receive the highest priority.

DIA Notes 26

3. FRANCHISES

• A special category of chain operations• The franchisee (the owner of the

franchise property) pay fees to: a) Use the nameb) Building designc) Business methods of the franchiser (the

franchise company)• The franchisee must agree to maintain

the franchisor’s business and quality standards.

DIA Notes 27

• To initial franchise fees, the franchisee may be required to pay:

1. Royalty fees assessed on the basis of a specified percentage of sales or other factors

2. Advertising costs, sign rental fees and other costs such as stationary and food products.

DIA Notes 28

ADVANTAGES

• Start-up assistance

• Company-sponsored training programs for management staff and training resource materials for employees

• National contributions toward local advertising campaigns

DIA Notes 29

• Higher sales because:

a)more extensive advertising.

b)greater name recognition of the franchise chain.

c)the consistency of product and services among chain properties (guest know what to expect).

• Lower food costs due to volume purchasing by the chain

• Tested operating procedures which specify how things should be done.

DIA Notes 30

DISADVANTAGES

• The contract is generally very restrictive

• The franchisee has little choice about:

a) The style of operation

b) The product served

c) Services offered

d) Methods of operation

• The menu might be set along with the décor, required furnishings and production equipment.

DIA Notes 31

• Since the franchise agreement is drawn up by the franchiser, the document generally favors the franchiser

• The agreement may leave little to negotiate

• This causes problems if there are disagreements between the two parties.

DIA Notes 32

INSTITUTIONAL OPERATIONS

• Traditionally, a large percentage of institutional food service operations have focused on nutrition and other non-economic factors.

• Today, as pressures for cost containment accompany reduced income, there is a need to manage institutional food service operations as professional businesses.

• Sometimes this is done by the institutions themselves.

• Other institutions choose management companies to help them minimize costs.

DIA Notes 33

MANAGEMENT COMPANIES

ADVANTAGES:• Large nationwide management companies have

greater resources to solves specific problems.• Can save money for institutions through

effective negotiations with suppliers. • Can often operate institutional food service

programs at a lower cost than the institutions can.

• Institution administrators, trained in areas other than food service operations, can delegate food service responsibilities to professional food service managers.

DIA Notes 34

DISADVANTAGES:

• Too much control in matters that affect the public image of the institution, long range operating plans and other important issues.

• Some people may dislike having a profit-making business involved in the operation of a health care, educational or other institutional food service program

• There may be concerns that a management company will decrease food and beverage quality.

DIA Notes 35

• The institutional operation may depend too much on the management company. What happens if the management company discontinues the contract? How long will it take discontinues the contract? How long will it take to implement a self-oriented program or find another management company?

• Although management companies are usually hired to reduce operating costs, higher operating costs are also possible when management companies are used.

DIA Notes 36

COMPARISONS BETWEEN COMMERCIAL & INSTITUTIONAL FOODSERVICE

ASPECT COMMERCIAL INSTITUTIONAL

Operations Independent Part of a large organization

Market Unpredictable Captive market

Consumer Satisfaction first Institutional requirement first

Relationship Sensitive to (wants) of guests

Meeting requirements (needs)

Goals Temporary satisfaction

Permanent nutritional goals

DIA Notes 37

Forecasting Difficult of forecast

No. of guests are more predictable

Seat turn over

Faster, seasonal

Slower, staggered

Managing Stressful Less stressful

Menu Relatively easier

Complex, some guests

Profit Profit oriented Profit not major motivation

Budget Unlimited Limited budget

Working hours

Long hours Fixed hours

DIA Notes 38

ORGANIZATION OF FOOD AND BEVERAGE OPERATION

PEOPLE IN FOOD SERVICE

• Can be grouped into three (3) general categories:

1. Managers

2. Production personnel

3. Service personnel

DIA Notes 39

1. MANAGERS• There are three (3) levels of managers

a) Top managers

b) Middle managers

c) Supervisor

A. TOP MANAGER• Concerned with long-term plans and goals• Focus more than other managers on the

business environment.• Watch for environmental opportunities and

threats such as changes in strategy by competitors, a sluggish economy and so on.

DIA Notes 40

B. MIDDLE MANAGERS

• Are in the middle of the chain of command

• Key positions through which communication flows up and down the organization.

• Concerned with shorter-term goals and less concerned with large environmental issues

• Supervise lower-level middle managers or supervisors.

DIA Notes 41

2. PRODUCTION PERSONNEL

• Concerned primarily with food production• Usually have little contact with the guests.• Typical production personnel include:a) Chefsb) Cooksc) Assistant cooksd) Pantry-service assistantse) Stewardsf) Storeroomg) Receiving employeesh) Bakers

DIA Notes 42

3. SERVICE PERSONNEL

• Have a great deal of contact with guest• Perform a wide variety of functions and

activities.• Service personnel include:a) Dining room managersb) Host/Captains/Maitre d’sc) Food serversd) Buspersonse) Bartendersf) Beverage serversg) Cashiers/Checkersh) Other service personnel

DIA Notes 43

DINING ROOM MANAGER• At large properties, the dining room manager directly

supervises an assistant (host)• Helps his or her assistant greet and supervise other

service employees.

HOSTS/CAPTAINS/MAITRE D’S• Directly supervise service employees.• Check all phases of dining room preparation.• Complete mise en place (‘to put everything in place’)• Discuss menu specials• Expected regular guests• Anticipated total number of guests with servers and other

service employees• May greet and help seat guests, present menus and take

guest orders.

DIA Notes 44

FOOD SERVERS

• Serve food and beverages to guests.• Skills food servers need depend on the

operation.• Guest service at table service restaurant is

different from guest service at coffee shop.BUSPERSONS• Setting up tables with proper appointments.• Removing dirty dishes, linens and so on

from tables.• Also perform mise en place before the meal

period begins and clean up afterwards.

DIA Notes 45

BARTENDERS

• Prepare mixed drinks and other alcoholic beverages

• Serve them directly to guests or to their servers

BEVERAGE SERVERS• Provide food and beverage items to guests

in lounge areas.CASHIERS/CHECKERS• May take reservations• Total the price of food and beverages on

guest checks and collect guest payments.

DIA Notes 46

OTHER SERVICE PERSONNEL

A. EXPEDITER• During busy periods to help production and

service personnel communicate• This person often a manager• Controls the process of turning in order and

picking up food items• Can monitor production times• Resolve disputes about when an order came in• Coordinate the interaction among cooks and

servers.

DIA Notes 47

B. FOOD CHECKER

• May assist in the transfer of food from production employees to food servers.

• Help to control product quality and costs by examining each tray before it goes into the dining area.

• Checking food for appearance and portion size.

DIA Notes 48

TYPICAL STAFF STRUCTURE IN LARGE RESTAURANT

RESTAURANT MANAGER

HEAD WAITER/SUPERVISOR

CAPTAIN/STATION HEAD WAITER

STATION WAITER

JUNIOR STATIONWAITER

ASSISTANT WAITER

APPRENTICE/ RUNNER

WINE WAITER CAPTAIN

LOUNGE WAITER/WAITER/WAITRESS

FOOL WAITER

DIA Notes 49

THE ROLE OF THE WAITER

• As a waiter you must have a good knowledge of the product served, what they consist of and how they are presented.

• Among the basic duties of a waiter are:

a) Preparation and maintenance of the work area.

b) Maintaining good customer and staff relation.

c) Making recommendation and assisting guests making selection.

d) Order taking and recording.

e) Service and clearing of food and beverage.

DIA Notes 50

CAREERS IN FOOD AND BEVERAGE SERVICE

Classification Definition of Duties Typical job title

ASSISTANT

WAITER

Responsible in serving vegetable, placing plates, serving from trolley hors d’oeuvres or sweets.

COMMIS DE RANG

JUNIOR STATION WAITER

In charge of number of table, taking orders and serving in the correct sequence.

DEMI CHEF DE RANG

STATION WAITER

In charge of number of table, taking orders and serving in the correct sequence.

CHEF DE RANG

STATION HEAD WAITER

In charge of restaurant and service. May take orders and pass them to the station.

Maitre d hotel de carre

DIA Notes 51

HEAD WAITER In charge of restaurant and service. May take orders and pass them to the station.

Maitre d hotel

RESTAURANT MANAGER

Responsible for restaurant personnel and service

DIRECTEUR DU RESTAURANT

LOUNGE WAITER

Responsible for service of food and beverage in the lounge.

Chef de salle

WINE BUTLER Responsible for the service of all drinks during the meal

SOMMELIER

DIA Notes 52

TOPIC 2

FOOD AND BEVERAGE SERVICE

DIA Notes 53

TOPIC 2: FOOD AND BEVERAGE SERVICE

• Food and Beverage service has traditionally been seen as delivery system. The food service process actually consists of two processes, which are being managed albeit at the same time. There are:

a) The operational sequence – Deliveryb) The customer process – Managing the

customer experience

DIA Notes 54

1. The operational sequence consists of seven stages

1. Preparation for service

2. Taking orders

3. The service of food and drink

4. Billing

5. Clearing

6. Dishwashing

7. Clearing following service

DIA Notes 55

1. Preparation for service

• Taking order• Table setting• Mise en place2. Taking order: a) Duplicate order taken and copied to supply point. second copy retained for service.b) Triplicate• copied to supply point, cashier for billing

and retained for service.

DIA Notes 56

3. The services of food and drink • technical skill and product knowledge

should well developed.

4. Billing:

• Bill as check- cash

• Prepaid- customer has credit issued by third party.

• No charge- customer not paying.

• Credit card

DIA Notes 57

5. Clearing:

a) Semi self clear- customers place the soiled ware on strategic place trolley within the dining for removal by operators.

b) Self clear- on a conveyor or conveyorized tray, collecting system for mechanical transportation to the dish wash area.

c) Self-clear and strip- into conveyorized dishwash baskets for direct entry of the basket through dishwash.

DIA Notes 58

6. Dishwashing

7. Clearing following sequence

• collecting linen, check quantities, equipment, empty coffee pot and milk jug and so on.

DIA Notes 59

2. The Customer process– Managing the

customer experience • Four basic processes can be identified based on what

the customer has to be involved in.A. Service at a laid coverB. Part service at a laid cover and part self serviceC. Self serviceD. Service at a single point (ordering, receipt of order

and payment)• All these processes, the customer comes to where the

food and beverage service is offered and the service is provided in area primarily designed for the purpose.

DIA Notes 60

E. Specialized service or service in situ

• Process where the customer receives the service in another location and where the area is not primarily designed for the purpose.

DIA Notes 61

GROUP A: TABLE SERVICE

• Service to customer at a laid cover:1. Waiter:

– English service– Family service– American service– French service– Russian service– Gueridon service

2. Bar counter- service to customer seated at bar counter

DIA Notes 62

English service

Quantities of foods are placed in bowls or on platters to be passed around the table.

The food is brought to the table by servers and guests then pass the food around the table, helping themselves to the amounts they desire.

Some operations use family service when featuring family-oriented themes.

DIA Notes 63

Family service

• Serving dishes are placed on the dining table, allowing the guests to select and serve themselves.

• Enables the guests to select only what they require.

• Often offered in addition to plate service for example main item may be plate-served and the guests left to help themselves to vegetables or salad.

DIA Notes 64

c) American service• Food is prepared and dishes onto individual

plate in the kitchen, carried into the dining room and serve to guests.

d) Russian• Food is cooked in the kitchen, cut, placed onto a

serving dish and beautifully garnished.• The dish then is presented to the guests and

served individually by lifting the food onto guest’s plate with serving spoon and fork.

DIA Notes 65

e) French service

• Many food items are partly or completely prepared at tableside, which the preparation of the food is completed on a gueridon table beside the guest’s seats.

f) Gueridon service

• “Gueridon” means a trolley (or side table) used for the service or preparation of foods in the dining environments.

DIA Notes 66

GROUP B

• Combination of table service and self-service

GROUP C: SELF-SERVICE

• Self-service of customers:

• 4. Cafeteria

DIA Notes 67

GROUP D: SINGLE POINT SERVICE

Service of customers at a single point-consumed on premises or taken away.

5. Take away– Customer orders and is served from single

point at counter, customer consumes off the premises.

– Drive-thru: form of take away where customer drives vehicles past order, payment and collection points.

– Fast food: customer receives a complete meal, offering limited range menu, fast service with take away facility.

DIA Notes 68

6. Vending – provision of food service and beverage service by means of automatic retailing.

7. Kiosks – outstation to provide service for peak demand or in specific location.

8. Food court – series of autonomous counters where customer may either order and eat or buy from a number of counters or eat in separate eating area or take away.

9. Bar – describe selling point and consumption area in licensed premises.

DIA Notes 69

GROUP E: SPECIALIZED

Service to customer in area not primarily designed for service.

1. Tray – whole or part of meal on tray to customer in situ. (Hospitals, aircraft).

2. Trolley – service of food and beverage from trolley away from dining areas (aircraft or on train)

3. Home delivery – food delivered to customer’s home or place of work.

DIA Notes 70

4. Lounge – variety of food and beverage in lounge area.

5. Room – variety of food and beverage in guest apartments or meeting room.

6. Drive-in – customers park motor vehicle and are served at the vehicles.

DIA Notes 71

Customer process The effects of variation in the five customer

service characteristic and the resource utilization can be considered as follows.

• Service Types• Availability- whether the food that they order

available or not.• Level of service – method of service, speed of

service, accept credit card or not.• Reliability – serve the customer properly or not.• Flexibility of the service.

DIA Notes 72

F&B SERVICE ORDERING/ SERVICE DINING/ CLEARING

AREA SELECTION   CONSUMPTION  

Customer enters From menu By staff to At laid cover By staff

area and is seated   customer    

         

Customer enters From menu,Combination

of Usually at By staff

area and is buffet or passed

trays both staff laid cover  

usually seated   and customer    

         

Customer enters Customer selects Customer Dining area Various

  own tray carriers or take away  

         

Customer enters Ordered at Customer Dining area Various

  single point carriers or take away  

         

In situ From menu Brought to Where served By staff or

  or predetermined customer   customer

        clearing

SIMPLE CATEGORIZATION OF THE FOOD AND BEVERAGE SERVICE PROCESS

DIA Notes 73

TOPIC 3

THE MENU

DIA Notes 74

TOPIC 3:THE MENU

• The menu dictates:

a) How your operation will be organized and managed.

b) The extent to which it will meets goals.

c) How the building itself (interior) should be designed and constructed.

DIA Notes 75

For guests:

• The menu is much more than just a list of available foods.

• Communicates the operation’s image by helping to set a mood and build interest and excitement.

For production employees:• Dictates what foods must be prepared.• The tasks of service employees are also

influenced by what items are offered on the menu.

DIA Notes 76

For managers:

• Menu is the chief in-house marketing and sales tool.

• Tells them what food and beverages must be purchased.

• Types of equipment they have to have.

• The number of workers they must hire

• The skill level of those workers.

DIA Notes 77

MENU SCHEDULES:A) Fixed menu:

• Single menu is used daily.

• Work best at restaurants and other food service establishment.

• Where there are enough items listed on the menu to offer.

DIA Notes 78

B) Cycle menu • One that changes every day for a certain period

of days, then the cycle is repeated.• Provide variety for guests who eat at an

operation frequently or even daily (Institutional operations such as schools and hospitals).

• Cycles range from a week to four weeks.• If cycle is too short, the menus repeat too often

and guests may become dissatisfied.• If cycle is too long, production and labor costs

involved in purchasing, storing and preparing the greater variety of foods may be excessive.

DIA Notes 79

TYPES OF MENUS

• Menus can also be categorized by type.• Three basic types of menus are:

a) Breakfast

b) Lunch

c) Dinner• There are also a large number of specialty

menus designed to appeal to a specific guest group or meet a specific marketing need.

• The types of menus will depend on the :

a) Number of meals it serves

b) The type of operation it is

DIA Notes 80

Breakfast

• Breakfast menu items are “simple, fast and inexpensive”.

• To keep prices down and make quick service possible, the most breakfast menus are relatively limited, offering only the essential breakfast menu items.

DIA Notes 81

Lunch• Guests are usually in a hurry.• Therefore, lunch menus also easy and

quick to make.• Sandwiches, soups and salads are

important in many lunch menus.• Most lunch menus offer specials everyday

and printed on a separate piece of paper and clipped onto the lunch menu.

• Usually lighter than dinner because most guests do not want to feel filled up and sleepy during the afternoon.

DIA Notes 82

Dinner• The menu items offered at dinner are

heavier and more elaborate than those offered at breakfast or lunch

• Guest are willing to pay more for dinner.

• They also expect:

a) A greater selection of menu items

b) Place a greater premium on service, atmosphere and décor.

DIA Notes 83

Specialty• From poolside menus to menus for afternoon

teas.• Example:a) Children’sb) Senior citizen’sc) Alcoholic beveraged) Desserte) Room servicef) Take outg) Banqueth) Ethnic

DIA Notes 84

MENU PLANNING

When the menu has been properly planned:

• Work will flow more smoothly

• Guests will be served more effectively

• Profits will be greater

Menu planning consists selecting new menu items for an existing menu.

DIA Notes 85

How does a menu planner go about making these selection?

A. Know your guests What kind of guests? Are they willing to pay for a meal? What do your guests want to eat and drink?

When menu items are selected, the preferences of guests must be considered.

DIA Notes 86

GUEST PREFERENCES

• By interviewing guests

• Reading surveys

• Comment cards

• Trade journals

• Studying production and sales records

DIA Notes 87

B. Knowing your operation Type of operation helps determine what kinds

of menu items are appropriate.Five(5) components of your operation have a direct impact on what kinds of menu items can be offered:

Theme or cuisine Equipment Personnel Quality standards Budget

DIA Notes 88

MENU PRICING STYLES

Three basic categories of menu are:

• Table d’hote

• A la carte

• Combination table d’hote/ a la carte

DIA Notes 89

TABLE D’HOTE

• Pronounced as “tobble dote”

• Offers a complete meal for one price

• Sometimes called prix fixe (“pree feeks”)

• Prix fixe is French for “fixed price”.

• Example: Set menu

DIA Notes 90

A LA CARTE

• Offer choices in each course

• Item is individually priced and charged

• Item are cooked to order

• The prices of the menu items they select are added together to determine the cost of the meal.

DIA Notes 91

C. COMBINATION

• Many operations have menus that are a combination of the table d’hote and a la carte pricing styles

• Example: Chinese and other ethnic-food restaurants

DIA Notes 92

SELECTING MENU ITEMS

• Can be categorized as:• Appetizers• Salads• Entrees• Starch item (potatoes,rice,pasta)• Vegetables• Desserts• Beverages

DIA Notes 93

APPETIZERS• Include fruit or tomato juice, cheese, fruit

and seafood items such as shrimp cocktail

• To enliven the appetite before dinner

• Generally small in size and spicy or pleasantly biting or tart.

DIA Notes 94

SOUPS• Sometimes a “soup du jour” is listed (du jour

means “of the day”)• Soup offered are determined by type of

operation• Seafood restaurant usually offer soups like:a. Clam chowderb. Shrimpc. Lobster bisque• Italian restaurants often have minestrone soupENTREES• What kinds of entrees to offer: beef, pork, fish,

entrée salads, etc.• Must consider methods of preparation

DIA Notes 95

STARCH / VEGETABLES

• Sometime is part of the entrée-sirloin tips in gravy served over rice.

• Sometime is separate-a baked potato or side dish of pasta.

• In many restaurant, vegetables is served with entrée but can also be offered as side dishes.

DIA Notes 96

SALADS• The first decision a planner must make about

salads is whether they will be strictly side dishes or offered as entrees

• Salad entrees: chicken salad, shrimp salad or chef’s salad.

• Side-dish salads: tossed salad, coleslaw, potato salad, fruit salad and cottage cheese salad.

DESSERTS• Typically high-profit items.• Low-calorie can be offered for the health-

conscious.

DIA Notes 97

BEVERAGES

• Non alcoholic beverages are often listed at the end of the menu

• If an operation offers alcoholic beverages, how many beverages will be included.

• Based on guest preferences, the restaurant’s image, beverage inventory cost, space and other factors.

DIA Notes 98

COMMON MENU-DESIGN MISTAKES• Menu is too small• Type is too small• No descriptive copy• Every item treated the same• Some of the operation’s food and

beverages are not listed• Clip-on problems• Basic information about the property and

its policies are not included• Blank pages

DIA Notes 99

EVALUATING MENUS

To determine how well menu items are selling:

• Production records

• Sales history records

DIA Notes 100

MENU BALANCE• Once all the menu items have been selected for

the menu, the menu should be reviewed for business, aesthetic and nutritional balance.

• Business balance: the balance between food costs, menu prices, the popularity of items and other financial and marketing considerations.

• Aesthetic balance: the degree to which meals have been constructed with an eye to the colors, textures, and flavors of foods.

• Nutritional balance: more important for institutional food service operations than for commercial properties.

DIA Notes 101

MENU DESIGN

• A well-designed menu complements:

a) A restaurant’s overall theme

b) Blends in with the interior décor

c) Communicates with guests

d) Helps sell the operation and its menu items

• Menu design depends on the type of operation.

DIA Notes 102

COPY

• After selected the menu items, copy must be written.

• The appropriateness of menu copy depends on:

a) The operation

b) Its guests

c) The meal period

DIA Notes 103

• Copy of children’s menus should be entertaining.

• Copy on lunch menus should be brief and to the point.

• Copy on dinner menus can be more descriptive.

• Menu copy can be divided into 3 elements:

a) Headings

b) Descriptive copy for menu items

c) Supplemental merchandising copy

DIA Notes 104

HEADING

• Major heads, subheads and names of menu items.

• Major heads: Appetizers, Soups, Entrees, etc.• Subheads: under the main heading ENTRÉE

could be “Steak”, “Seafood” and “Today’s Special”.

• Keep menu items names simple so that guests are not confused.

• Rules of grammar should be followed for the language that is used,

DIA Notes 105

DESCRIPTIVE COPY• Informs guests about menu items and helps

increase sales.• Descriptive copy included:a) Menu item’s main ingredientb) Important secondary ingredientsc) Method of preparation• The description should not be a recipe.• Most entrées are high-profit items and they

usually get the most copy.• Specialties of the house deserve extra copy,

since they help define an operation’s character and appeal.

DIA Notes 106

SUPPLEMENTAL MERCHANDISING COPY

• Copy on the menu that is devoted to subjects other than the menu items.

• Includes basic information of:a) Addressb) Telephone numberc) Days and hours of operationd) Meals servede) Reservations and payment policies, etc.• Can be also entertaining: a history of the

restaurant, a statement about management’s commitment to guest service or even poetry.

DIA Notes 107

LAYOUT• The menu must be organized into a layout-a

rough sketch of how the finished menu will look.

• Layout includes:

a) Listing menu items in the right sequence

b) Placing the menu item’s names and descriptive copy on the page

c) Determining the menu’s format

d) Choosing the right typeface and the right paper

e) Integrating artwork into the menu.

DIA Notes 108

SEQUENCE

• A meal has beginning, middle and an end.

• Appetizers and soups listed first, entrees next and desserts last

• Those items that are most popular or are most profitable are typically listed first so guest can find them easily.

DIA Notes 109

PLACEMENT• Draw a rough sketch of the menu with boxes or

series of horizontal lines to represent the approximate space the descriptive copy for each menu items will take up.

• Should be careful not to make the menu too crowded.

FORMAT• Refers to menu’s size, shape and general

makeup.

DIA Notes 110

TYPEFACE

• Refers to the style of the menu’s printed letters.

• Never set menu copy in type that is smaller than 12-point.

• In general, type should be dark color printed on light-colored paper for easy reading.

• Should be reflect the operation’s personality.

DIA Notes 111

ARTWORK• Includes drawings, photographs, decorative

patterns and borders.• Used to attract interest, highlight menu copy or

reinforce the operation’s image• Should fit in with the interior design or overall

decorative scheme of the restaurant.

PAPER• Differs in strength, opacity (the amount of

transparency) and ink receptivity• The right paper for the menu depends in part on

how often the menu will be used.

DIA Notes 112

COVER• A well-designed cover communicates the

images, style, cuisine, even the price range of the operation

• The name of the restaurant is all the copy the cover needs.

• Colors on the cover should either blend in or contrast pleasantly with the color scheme of the restaurant.

• Colors must be chosen with care because colors produce many conscious and subconscious effects.

DIA Notes 113

TOPIC 4

THE MEAL EXPERIENCE

DIA Notes 114

TOPIC 4: THE MEAL EXPERIENCE

• The ‘meal experience’ may defined as a series of events- both tangible and intangible.

• The main part of the experience begins when customers enter a restaurant and ends when they leave.

• Those tangible: FOOD AND DRINK

• Those intangible: SERVICE,ATMOSPHERE,

MOOD, ETC.

DIA Notes 115

GENERAL FACTORS AFFECTING A CUSTOMER’S CHOICE OF MEAL EXPERIENCE

1. SOCIAL: A social occasion 2. BUSINESS: The more important and valued the

business, the more expensive and up-market will be the restaurant.

3. CONVENIENCE and TIME: Convenient because of its location or because of its speed of service.

4. ATMOSPHERE and SERVICE: The atmosphere, cleanliness and hygiene of certain types of catering facilities and the social skills of the service staff.

5. PRICE: The price level of an operation.6. THE MENU: May appear interesting or

adventurous or have been recommended, enabling customers to enjoy a different type of meal from that cooked at home.

DIA Notes 116

EATING OUT

• Valuable data for all caterers:

a) An analysis of who eats out and frequency that they do.

b) The actual reason given by customers for eating out.

c) Types of catering establishments that the public choose to eat out.

DIA Notes 117

BASIC INFORMATION SHOULD PROVIDE:

1. Sufficient data to aid decision-making.

2. Accurate and up-to-date consumers profiles, so that able to meet the requirements of the consumer.

3. Competitive analysis, so that an organization can in part measure its own performance

• Research should always be ongoing and not just of an occasional nature.

DIA Notes 118

FOOD AND DRINK• The type of food and drink that people choose to

consume away from home depends on a number of factors which are of particular concern to customers. They include:

1. The choice of food and drink available: whether the menu is limited or extensive, the operation revolves around one particular product or varied choice.

2. The quality of the product offered: fresh or convenience foods.

3. The quantity of the product offered: portion sizes.

DIA Notes 119

4. The consistent standards of the product.5. The range of tastes, textures, aromas and

colors offered by a food dish or drink.6. The food and drink are served at correct

temperatures.7. The presentation of the food and drink

enhances the product offered.8. The price and perceived value for money9. The quality of the total meal experience

matches or even enhances the expectations of the guests.

DIA Notes 120

VARIETY IN MENU CHOICE• The menu choice offered by a restaurant

is dependent on:

1. The price the customer is willing to pay.

2. The amount of time available for meal experience.

3. The level of the market in which the restaurant is situated and consequently.

4. The types of customer likely to frequent that type of operation.

DIA Notes 121

The choice of menu from the caterer’s point of view:

1. The production and service facilities available.

2. The skills of the staff.

3. Availability of commodities.

4. Potential profitability of the menu.

DIA Notes 122

LEVEL OF SERVICE• The higher the cost of the meal to the

customer, the more service the customer expects to receive.

• The actual service of the food and beverages to the customer may be described as the ‘direct’ service.

• Part of the restaurant’s total service is also composed of ‘indirect’ services for example provision of cloakroom facilities, availability of a telephone for customer use and so on.

DIA Notes 123

PRICE AND VALUE FOR MONEY• Customers will frequent a restaurant not only

because of its food and service but also because they feel the price they are paying represents value for money.

ATMOSPHERE AND MOOD

1. Often described as an intangible ‘feel’ inside a restaurant.

2. Include the décor and interior design of the restaurant

3. The table and seating arrangements

DIA Notes 124

4. The service accompaniments5. The dress and attitude of the staff6. The tempo of service7. The age, the dress and sex of the other

customers8. The sound levels in the restaurant9. The temperature of the restaurant, bars

and cloakrooms10.Overall cleanliness of the environment11.The professionalism of the staff.

DIA Notes 125

INTERIOR DESIGN• The first impression of the restaurant is very

important.• Composed of many different aspects:

1. The size and shape of the room

2. The furniture and fittings

3. The color scheme

4. Lighting

5. Air conditioning and so on• The color scheme should blend and balance and

be enhanced by lighting arrangement, table and chairs.

DIA Notes 126

EXPECTATION AND IDENTIFICATION

• Arriving at a restaurant for a meal bring a series of expectations regarding that restaurant:

1. The type of service they will receive

2. The price they will pay

3. The expected atmosphere and mood of the restaurant and so on.

• A customer has different needs and expectations on different meal occasions and similarly at different times of the day.

DIA Notes 127

LOCATION AND ACCESSIBILITY

• ‘Services which are not appropriately located may not be performed at all.’

• Customers arriving by car will expect adequate car parking facilities.

• If customers have to travel by public transport, the operation should be well served by buses, trains or taxis.

DIA Notes 128

FOOD AND BEVERAGE SERVICE EMPLOYEES

• Staff employed by restaurant operation should complement the meal experience of the customers.

• They are able to do this in variety of ways:

a) Their social skills.

b) Their age and sex.

c) Their uniform.

d) The tempo of their service and so on.

DIA Notes 129

• The production of the right product. The meal experience begins with basic marketing questions of who are our customers and what do they want.

• Caterers are able to determine their position in their market and offer the right product at the right price for the identified market segments.

DIA Notes 130

TRENDS IN EATING OUT• General trends in eating out include the

following:1. An increase in interest in healthy eating

by the general public.2. An increase in awareness of hygiene and

cleanliness.3. An increase in the demand for vegetarian

foods, particularly by young people.4. A decline in the general demand for red

meats with an increase in demand for white meats, fish and pasta.

DIA Notes 131

5. A growing demand for organically produced fresh foods with a resistance to foods containing artificial additives, flavourings and colourings.

6. An increase in demand for spicy type foods.

7. An increase in the demand for no smoking zones in restaurants.

DIA Notes 132

TOPIC 5

STYLE / TYPES OF SERVICE

DIA Notes 133

TOPIC 5: STYLE / TYPES OF SERVICE

Introduction• There are many different approaches to

serving food. For example:1. TABLE SERVICE2. BUFFET SERVICE3. CAFETERIA SERVICE4. OTHER TYPES OF SERVICE• An operation should use a service style or a

combination of service styles that best satisfies its guests’ wants and needs.

DIA Notes 134

TABLE SERVICE

• Traditional table service provides service for guests who are seated at tables.

• There are four(4) common styles of table service:

A. AMERICAN SERVICE

B. ENGLISH SERVICE

C. FRENCH SERVICE

D. RUSSIAN SERVICE

DIA Notes 135

AMERICAN SERVICE• Simplified version of Russian service.• Food is prepared and dished on to individual

plate in the kitchen, carried into the dining room and served to guests.

• More popular because it is quicker and guests receive the food while it’s still hot and beautifully presented.

• The food is presented on the right side of the guests and plates are cleared on the left side of the guests

• Can be simple and casual or complex and elegant.

DIA Notes 136

ENGLISH SERVICE

• Much like service at home.• Quantities of foods are placed in bowls or on

platters to be passed around the table.• The food is brought to the table by servers who

present the food to the guests.• The guests then pass the food around the table,

helping themselves to the amount they desire.• This types of service is often used in homes

during holidays such as Thanksgiving and Christmas.

DIA Notes 137

FRENCH SERVICE• Many food items are partly or completely

prepared at tableside.• The food is attractively arranged on platter and

presented to guests after which the preparation of the food is completed on a gueridon table beside the guest’s seats.

• “Gueridon” means a trolley (or side table) used for the service or preparation of foods in the dining environments.

• This is the most expensive and impressive form of service and it requires experienced employees.

DIA Notes 138

• Employs three servers working together to serve the meal and may include a captain to seat guests and wine steward to serve wine.

1. Chef de Rang ( Station server)• In charge of service for approximately four

tables• Greet guests, describe and take menu orders• Supervises service and completes the

preparation of some dishes on the gueridon and carves, slices or de-bones dishes for guest.

DIA Notes 139

2. Demi Chef de Rang ( Assistant Station server)• Assists the Chef de Rang, takes beverage orders and serves

food.3. Commis de Rang ( Food server in training)• Assist the Demi de Rang with serving water, bread and

butter, serving and cleaning of plates, taking orders to the kitchen and bringing the food to the restaurant.

• Advantages: guests receive a great deal of attention and the service is extremely elegant.• Disadvantages: -fewer guests may be served, -more space is necessary for service. -many highly professional servers are required. -service is time-consuming.

DIA Notes 140

RUSSIAN SERVICE• Food is cooked in the kitchen, cut,

placed onto a serving dish and beautifully garnished.

• To serve, the server places a heated plate before each guest from the right side, going around the table clockwise.

• The dish then is presented to the guests and served individually by lifting the food onto guest’s plate with serving spoon and fork.

DIA Notes 141

Advantages:

• Only one server is needed and that this service is as elegant as French service, faster and less expensive.

Disadvantages:

• Large investment in silverware and the number of platters needed.

• The last guest served at the table must be served from the less well displayed food remaining.

DIA Notes 142

BUFFET SERVICE• Guests select their meal from an attractive

arrangement of food on long tables.• The guest either helps themselves or is

served by services staff behind the buffet tables.

• Plates, flatware and other necessary items are conveniently located.

• Sometimes used for banquets in combination with limited table service usually for beverages.

DIA Notes 143

CAFETERIA SERVICE• Guests advance through serving lines,

selecting their food items as they go and pay for their meals at the end of the counter.

• The most expensive or hardest-to-serve food items are usually portioned by service staff.

• However, cafeteria service is similar to buffet service, guest help themselves to items on display.

DIA Notes 144

OTHER TYPES OF SERVICE• Fast-food service, deli service, counter service,

banquet service and tray service are among the others.

1. Fast-food service• Offer seating as well as drive-through and

take-out services• Service is limited to taking the guests’ orders

and giving the food to the guests on trays or in carry-out sacks or cartons.

2. Deli service• Take-out service may offer limited seating at

tables or at counter.

DIA Notes 145

3. Counter service• Often found in bars, lounges, snack shops and

coffee shops.4. Banquet service• Can accommodate any size group ranging from

a dozen to an unlimited number of guests.• The menu, number of guests and time of

service are predetermined and well organized in advance.

• The menu can be limited and served quickly or may consist of several courses, elaborately presented and served.

• Water and coffee are replenished periodically.

DIA Notes 146

5. Tray service:

• Associated with institutional food service.

• Meal are plated, put on trays, kept hot or cold in special transport carts ad moved from preparation/plating areas to service areas as needed.

DIA Notes 147

PROVIDING AN ENJOYABLE EXPERIENCE FOR GUESTS

Standard Operating Procedure• Each operation should set its own policies and standard

operating procedures.• They detail exactly what must be done and how it should

be done• Managers cannot rely on employee’s common sense to

do the right thing at the right time.• Performance standards that are measurable and

observable should be tied to each operating procedure.• Performance standards help managers and employees

determine whether procedures are being performed correctly.

DIA Notes 148

Guest Service Training• The old saying “the guest is always right” still

applies and that is the attitude that servers should convey.

• What is needed to improve service in many operations is not expensive equipment or an elaborate atmosphere but a genuine concern for guests and the use of consistent service procedures.

• Training service staff to properly welcome and serve guests is one of the chief responsibilities of dining room or food and beverage managers.

DIA Notes 149

• Training service staff to properly welcome and serve guests is one of the chief responsibilities of dining room or food and beverage managers.

• Service staff must be polite, properly groomed and have a genuine interest in helping guests enjoy the dining experience.

DIA Notes 150

Teamwork

• Teamwork between service and production employees is a must.

• Builds morale and esprit de corps- a spirit of cooperation that guests recognize and appreciate and one that makes everyone’s job easier and more enjoyable.

DIA Notes 151

A SERVICE SEQUENCE

• In the service sequence that follows, all serving activities are performed by servers.

• The sequence begins after guests have been seated:

• Greet and seat the guests.• Open the napkins.• Offer iced water.• Take order for aperitifs.• Serves the bread and butter.• Offer the menu and suggests specials and inform

the guests of variations to the menu.

DIA Notes 152

• Allow time for the guests to make their choices.• Take the food order up to and including the main

course.• Offer the wine list.• Transfer the food order to the kitchen and cashier

dockets and place the order with the kitchen.• Take the wine order.• Serve the wine.• Correct the covers, up to and including the main

course.• Serve the first course.

DIA Notes 153

• Clear the first course.• Top up wines and open fresh bottles as ordered.• Serve additional starter courses.• Clear the course preceding the main course.• Call away the main course.• Serve the salad.• Serve the main course.• Enquire (after the guests have had the opportunity

to taste the food) whether the meals are satisfactory.

• Clear the main course.

DIA Notes 154

• Clear the side plates, salad plates and butter dishes.

• Check and if necessary, change ashtrays. (If ashtrays are being use, they should be changed regularly throughout the meal, especially just before food is served.)

• Offer hot or cold towels.• Offer the wine list for the selection of dessert wines

(or if the guests prefer it, continue to serve the wine selected earlier)

• Offer the menu for dessert, suggesting specials and inform the guests of variations to the menu.

• Take dessert or cheese order.

DIA Notes 155

• Transfer the dessert order to the kitchen and cashier dockets and place the order with the kitchen.

• Correct the covers.• Serve the dessert wines or other beverages

selected.• Serve the dessert or cheese course.• Take the order for coffee/tea. ( the coffee/ tea may

be served with the dessert/cheese if requested by the guest or as a separate service).

• Transfer the coffee/tea order to the cashier docket.

DIA Notes 156

• Take the after-dinner drinks order.• Correct the cover.• Serve the after-dinner drinks.• Serve the coffee/tea.• Serve the petit fours.• Prepare the bill.• Offer additional coffee/tea.• Present the bill when it is requested.• Accept payment and tender change.• Offer additional coffee/tea.• See the guests out of the restaurant.

DIA Notes 157

TOPIC 6

BEVERAGE EQUIPMENT AND SERVICE KNOWLEDGE

DIA Notes 158

TOPIC 6: BEVERAGE EQUIPMENT AND SERVICE KNOWLEDGEINTRODUCTION• Beverages are as important as the food in the

dining experience.• They should therefore be given as careful

attention as the food when they are being prepared and served.

Beverage Equipment Identification• The service of beverages requires a wide

range of equipment.• The types of equipment used will vary

depending on:a) The tasks to be performed. b) The type of establishment.

DIA Notes 159

GLASSWARE

• When selecting glassware, management will take various factors into account such as:

a. Sizeb. Shapec. Ease of handling and washingd. Durabilitye. Pricef. Appropriate to the style of the establishment

and its menu.

DIA Notes 160

Service Equipment

• Many specialist devices and types of equipment have produced over the years to:

a. help the waiter with the extraction of corks.

b. the carrying of drink.

c. cooling of beverages.

• The ‘waiter’s friend’ is the recognized device used by waiters to extract corks.

DIA Notes 161

Preparation and Maintenance of Equipment

• The exact procedures to be adopted for the service of beverages will depend on the

1. Type of establishment

2. The styles of service offered

3. The availability of service station areas.• Pre-service duties will include:

a. Cleaning and polishing glassware

b. Service station mise-en-place

c. Preparation of ice buckets

d. Handling and placing of equipment.

DIA Notes 162

Cleaning and polishing glassware

• Even when glassware are hygienically washed and sterilized by the high temperature of washing cycle in commercial dishwasher, it is still necessary to polish all glassware by hand before it is placed on the table or used to serve drinks.

• A lint-free polishing cloth should be used to polish glasses and make sure they are spotlessly clear.

DIA Notes 163

Service station mise-en-place• Efficient service requires careful prior preparation of the

service equipment.• In some establishments this is done on a special piece of

furniture in the dining room known as the drink waiter’s station.

• Supplies and equipment required for beverage service are:

- Glassware - Ashtrays

- Drink trays - Service clothes

- Wine lists - Docket books

- Table-napkins - Wine coolers

- Straws - Ice buckets

- Toothpicks

- Matches

DIA Notes 164

Wine coolers and ice buckets

• Ice buckets are used to keep wine and sparkling wines cool in more formal and usually more expensive restaurants.

• Simple insulated wine coolers sometimes placed on the table are used in less formal establishments.

• Ice buckets, when required for use should be half filled with:

a. Mixture of crushed ice (two-thirds)b. Cold water (one-third)• The water allows the bottle to sink into the ice

instead of balancing on top of it.• The bucket may be placed in a tripod stand.

DIA Notes 165

Beverage Lists

• Divide the various different types of beverage into separate lists.

• This will helps guests to find and select the beverages they require more speedily.

• Possible lists may include:

1. Cocktail list

2. Drink list (includes aperitifs, beers, spirits and non-alcoholic drinks)

3. Wine list

4. After-dinner drinks list (liqueurs, ports, brandies)

5. Liqueur coffee list

DIA Notes 166

The wine list

• Wine lists are usually divided into wines of different types, for example:

1. White table wines

2. Red table wines

3. Champagne and sparkling wines

4. Dessert wines

DIA Notes 167

Handling and Placement of Equipment

• All glassware should be handled by the stem or base of the glass.

• When glasses are being moved in the presence of guests, they should always be carried on a beverage tray.

• Before the guests’ arrival, when the tables are being laid, several glasses may be held upside down in one hand with their stems between one’s fingers.

DIA Notes 168

Placing of glasses

• If a single glass is being laid at a dining table, it should be placed 2.5cm above the main knife.

• If more than one glass is placed on the table, the glasses are positioned in a line at an angle of 45 in the order in which they will be required.

DIA Notes 169

Food and Beverage Coordination

• The food waiter and the wine waiter must communicate if they are to provide a co-coordinated sequential service.

• The sequence of service requires both food and beverages to be served at the appropriate times throughout the meal without interfering with each other.

DIA Notes 170

Key points in food and beverage service coordination

• Before the menu is presented, guests are offered an aperitif (pre-dinner drink) to stimulate the appetite.

• Because the wines are selected to complement the food chosen, the wine list is usually presented after the food order has been taken.

DIA Notes 171

• The wine selected to accompany each course is served just prior to the food in that course. It is usual to serve:

a. White wines before red

b. Dry wines before sweet

c. Young wines before old

• What wines are chosen and in what order is up to the guest, the ‘right’ wine is what the guest wants.

DIA Notes 172

• Remind guests that dessert wines are available when the desserts are being ordered. Dessert wines are sweet and complement sweet dishes.

• Orders for after-dinner alcoholic beverages are taken before coffee is served. This allows the coffee and other after-dinner drinks such as port, cognac or liqueurs to be served at the same time.

DIA Notes 173

BEVERAGE SERVICE PROCEDURES

• Beverage may be served on their own (in bar or lounge service) or their service may be carefully coordinated with the service of the food so that the beverages complement the food enhancing the guests' enjoyment of both.

• The style of beverage service offered will depend on the character of the establishment and the type of beverages being served.

• Venues offering beverage service include public houses and bars, lounges, restaurants and function facilities.

DIA Notes 174

General points on selling beverages• When selling beverages:• Do not dictate your personal preferences• Offer a diversity of recommendations so that guests

are prompted to choose what they personally prefer.

• Suggest beverages that complement the occasion but do not convey any sense of disapproval if something ‘unsuitable’ is chosen.

• Guest have the right to drink whatever they choose and have come to enjoy themselves, not to be ‘corrected’.

• Your job is to make them feel comfortable and relaxed.

DIA Notes 175

BEVERAGE PRODUCT KNOWLEDGE

APERITIF

• Pre-dinner drink taken to stimulate the appetite

• Dry to taste because dry beverages stimulate the appetite, while sweet drinks tend to dull the appetite.

• Some guests may prefer to drink a sweet drink such as a sweet sherry before a meal as aperitif.

DIA Notes 176

• Popular aperitifs include:

1. Dry champagne

2. Pre-dinner cocktails (acidic or dry rather than creamy)

3. Dry sherry

4. Dry (‘French’) vermouth

5. A proprietary aperitif ( Campari, Fernet Branca, Dubonnet)

DIA Notes 177

WINE

• The term ‘wine’ indicates a type of beverage made from fermented fruit.

• Wine may be made from a variety of fruits but wine as we generally know it is made from fermented juice of grapes.

• When another fruit is used to produce the wine, the name of the fruit used included on the label, for example ‘strawberry wine’.

DIA Notes 178

• Red wine is made from ‘black’ (purple) grapes.

• White wine is made from ‘white’ (green) grapes.

• Rose wine which is pink (rose) is made from black grapes but the skins of the grapes are removed early in the process of fermentation.

• Red wines should be served at ‘room temperature’ (about 18 C)

• White wines should be served mildly chilled (about 6 C).

DIA Notes 179

CHOOSING WINES• Many wines, especially European wines are

described according to the region where the grapes are grown.

• Example: i. France: famous wine regions are Burgundy,

Bordeaux an Beaujolaisii. German: Rhine and Mosel wines• Wine from outside Europe is often described by:a. The variety of the grape rather than the region of

originb. Grape variety has a strong influence on the

character of the wine.

DIA Notes 180

Some famous grape varieties are:

a) Chardonnay- full-flavored, dry

b) Riesling- delicate, crisp, fruit-flavoured

c) Traminer- fruity, spicy

d) Cabarnet sauvigon- dry

e) Pinot noir- light, soft

f) Gamay- fruity, light

g) Shiraz- robust

DIA Notes 181

WINE QUALITY• The better the quality of the wine the more detailed the

information on the labels is.1. Labels on ordinary table wines contain:2. The name of the region3. Those on superior wines4. Name of the particular vineyard where the wine was

produced5. The precise area where the grapes may be grown6. Types of vines that can be used7. The levels of alcohol and sugar in the finished wine8. By its vintage (in year when the weather conditions are

especially favorable to grape growing).9. The wines produce in these years are known as vintage

wines.

DIA Notes 182

DESSERT WINES

• Rich and sweet.• Designed to be consumed with sweet food

items.FORTIFIED WINES• A wine strengthened with the addition of

spirit.• The spirit also preserves the wine for

longer periods after the bottle is opened.• Fortified wines include Sherry, Vermouth,

Muscat and Port.

DIA Notes 183

CHAMPAGNE AND OTHER SPARKLING WINES

• Sparkling wines get their sparkle from carbon dioxide

• Carbon dioxide is produced naturally in the process of fermentation and can be retained to produce a sparkling wine.

• Champagne is made by a complex process called the methode champenoise or champagne method.

• The style of sparklin wine include:• Brut – dry• Sec – medium dry• Demi-sec – medium sweet• Doux - sweet

DIA Notes 184

Matching food and drinks

• Champagne or sparkling wine complement most foods.

• Consume red wine with red meat and white wine with white meat.

• If unsure, often a rose wine will suffice.• Consume white wine before red wine.• Consume dry wine before sweet wine• Commence with a grape aperitif (wine-based)

rather than a grain aperitif (spirit-based) prior to the meal, since the latter can spoil or dull the palate.

• Make sure your wine is at the correct temperature.

DIA Notes 185

VINIFICATION• The process central to vinification is

fermentation, the conversion of sugar to alcohol.

VINE SPECIES• Grown that produces grapes suitable for wine

production and stocks the vineyards of the world is named Vitis vinifere.

• The same vine variety, grown in different regions and processed in different ways, will produce wines of differing characteristics. Example are:

• Black: Carbernet Sauvignon, Pinot Noir, Gamay.• White: Sauvignon, Chardonnay, Riesling.

DIA Notes 186

CLASSIFICATION OF WINE TYPES

STILL WINE• This is the largest category.

• The alcoholic strength may be between 9% and 15% by volume. The wine may be:

a.Red:

• Being fermented in contact with grape skins from which the wine gets its colour.

• Normally dry wines.

DIA Notes 187

b. White:• Produced from white grapes• Normally dry to very sweet.c. Rose (made in 3 ways)• From red grapes fermented on the skins

for up to 48 hours.• Mixing red and white wines together.• By pressing grapes so that colour is

extracted.• May be dry or semi-sweet.

DIA Notes 188

SPARKLING WINES

• The most famous is Champagne. This is made by the methode champenoise (secondary fermentation in the bottle) in an area of north-eastern France.

• They may vary from brut (very dry), sec (medium dry), demi-sec (medium sweet) to doux (sweet).

• Semi-sparkling wines are known by the term petillant.

DIA Notes 189

SWEETNESS IN SPARKLING WINE

• The sugar contents is indicated on the label:

• Extra brut very dry up to 6g

• Brut very dry less than 15g

• Extra-sec dry 12 to 20g

• Sec slightly sweet 17 to 35g

• Demi-sec sweetish 35 to 50g

DIA Notes 190

FORTIFIED WINES

• Such as Sherry, Port and Madeira have been strengthened by the addition of alcohol usually a grape spirit.

• Their alcoholic strength may be between 15% and 22% by volume. Example:

• Sherry (Spain) 15-18%

• Port (Portugal) 18-22%

• Madeira (Portuguese island of Madeira) 18%

• Marsala (Marsala in Sicily) 18%

DIA Notes 191

READING A WINE LABEL

The information always includes:1. The country where the wine was made.2. Alcoholic strength in percentage by volume (%

vol).3. Contents in litres, cl or ml.4. Name and address or trademark of supplier.• It may also include:a. The year the grapes were harvested, called the

vintage.b. The region where the wine was made.c. The quality category of the wine.d. Details of bottler.

DIA Notes 192

TASTING OF WINE

• Tasting may be said to be an analysis of wine by the senses.

• Sight: indicating the clarity and colour of the wine.

• Smell: determines the bouquet of a wine by means of a vigorous swirling in the glass.

• Taste: allows detection of the aroma in the mouth.

• The tasting of wines includes looking at, smelling and tasting the wine.

DIA Notes 193

OBSERVATIONS ON WINES

SENSE CHARACTERISITC DESCRIPTION

SIGHT Clarity Bright/clear/hazy/cloudy

Colour red Purple/ruby/red/red-brown/mahogany/brown-amber

rose Orange-pink/onion skin/pink/rose/blue-pink

white Pale yellow/pale green/straw/yellow/gold/

yellow-brown/ maderised

SMELL Bouquet Depth Full/deep/light/nondescript

Character Clean/unclean/acetic/fruity/ fragrant/sweet/musty/woody/baked

DIA Notes 194

TASTE Dryness Bone dry/dry/medium/sweet/very sweet

Body Full-bodied/medium/light

Flavour Acid/bitter/spicy/grapy

Tannin Hard/silky/soft

Acid Tart/green/piquant/cloying

DIA Notes 195

SPIRITS

• Distilled alcoholic beverages.

• Distillation is the process of converting liquid into vapor by heating and then condensing the vapor back to liquid form.

• Almost any fruit or vegetable can be crushed to liquid, fermented and then distilled to make a spirit.

DIA Notes 196

These are the most popular spirits and their base ingredients.

Spirit Base• Whisky Grain (barley, wheat and maize)• Gin Neutral spirit made from grain and flavored with juniper berries.• Rum Sugar cane• Vodka Potatoes or grain• Brandy Grapes

DIA Notes 197

WHISKY• All whisky distilled in Scotland is covered by the generic

term Scotch.• Different brand labels which offer the public may be:a. Proprietary Scotch-This means that it is a blend of: i. Malt whisky distilled from malted barley.ii. Grain whisky distilled from maize.b. Deluxe whiskies Same product as above but will have been matured much

longer. Some well known brand names here are Dimple Haig,

Johnny Walker and Black Label.• Whether Proprietary Scotch or Deluxe whiskies, both styles

are sold on the market at the recognized alcoholic strength of 40% OIML.

DIA Notes 198

GIN

• The term ‘gin’ is taken from the first part of the word Genievre which is the French term for juniper.

• Maize, rye and malted barley used in gin production.

• Example of gin:a. Fruit ginb. Geneva ginc. Old Tomd. London dry gin

DIA Notes 199

RUM

• Made from the fermented by-products of sugar cane.

• Available in dark and light varieties.

VODKA• Describe as a colourless and flavourless

spirit.

DIA Notes 200

BRANDY

• Defined as a spirit distilled from wine.

• Brandy should be stored away from strong light and odours at a temperature of between 15º and 18ºC.

• It is best served neat at room temperature or as a long drink.

• Example:

a. Cognac

b. Almagnac

DIA Notes 201

BEER• Made from fermented grain by the process called brewing.• The traditional ingredients are malt (barley soaked to

germinate and then dried), yeast, hops and water.• Beer is the general term for ales, lagers and stout.• Ales and lagers are made by different techniques of

fermentation.• Ales are top-fermented whereas lagers are bottom-

fermented.• Lagers are paler and more highly-carbonated then ales.• Stout is a dark heavy beer.• Draught beer is beer drawn from a barrel rather than bottled

or canned. • Today many beers are served chilled.

DIA Notes 202

Beer may be served from one of the following:

i. Pump (manual) – from cask

ii. Free flow – by keg beers, carbon dioxide cylinder is connected to the keg and the gas forces the beer to the top.

iii. Meters – used with keg beers. They are sealed pumps which dispense beer in half pints (measure for liquids).

DIA Notes 203

BEER• They are fermented drinks, deriving their alcoholic

content from the conversion of malt sugars into alcohol by brewers yeast.

• The basic materials used in the brewing process are as follows:

• Malted barley• Hop – the part of the hop that is the flower, which

contains an oil that gives beer its flavour.• Sugar - refined sugars are used which aid the

fermentation and the production of alcohol and also add sweetness.

• Yeast – yeast plus sugar produces alcohol and gives off a gas, carbon dioxide.

DIA Notes 204

• There are three main categories of beer:

a. Ales: top-fermented, pale, strong or dark.

b. Lagers: bottom-fermented, paler and more highly-carbonated.

c. Stout: sweet or bitter, dark heavy beer.

DIA Notes 205

LIQUEURS • Liqueurs are spirit-based (sometimes

wine-based) liquors, sweetened and flavored.

• Often taken with the coffee at the end of a meal.

• Usually served neat (without any mixer) in liqueur glass.

• Also be taken in black coffee as a liqueur coffee.

• Liqueurs are also frequently used in cocktails.

DIA Notes 206

COCKTAILS

• Cocktails are mixed drinks. Two or more ingredients are mixed by one of the following methods:

• Shake and strain (in a cocktail shaker with ice)

• Stir and strain (in a mixing glass with ice)

• Blend (in an electric blender with the quantity of ice specified in the recipe)

• Build (prepared directly in the glass).

DIA Notes 207

Cocktails fall into three (3) broad types:

• Pre-dinner cocktails:-Usually acidic or dry and make good aperitifs-Example: Dry Martini• After-dinner cocktails:-Tend to be richer, often creamy and sweet-Example: Brandy Alexander• Long drink cocktails:-Often contain fruit juices, soft drinks or milk in

addition to their alcoholic base.-Example: Tom Collin

DIA Notes 208

NON-ALCOHOLIC DRINKS• Includes a wide variety of beverage items from

cold to hot and from the simple to the exotic• Some are served from the kitchen/still area and

some are dispensed from the bar.

1. Served from the kitchen/ still area:

i. Tea (Darjeeling, English Breakfast, Earl Grey, China and herbal tea)

ii. Coffee (Long black, Café au lait, Espresso, Cappuccino, Vienna coffee, Decaffeinated)

iii. Hot chocolate

DIA Notes 209

2. Dispensed from the bar

• Aerated water (water charged with gas, usually carbon dioxide. Aerated waters often contain a syrup for taste and color)

• Fruit juices (fresh, canned, boxed or bottled).

• Squashes (fruit juices or syrups with sugar, water and other ingredients usually described as ‘cordials’)

• Mineral waters may be still (e.g. Evian) or sparkling (e.g.Perrier)

DIA Notes 210

What is tea?

• Prepared from the leaf bud and top leaves of a tropical evergreen bush called Camellia sinesis.

• A healthy beverage containing approximately only half the caffeine of coffee and at the same time it aids muscle relation and stimulates the central nervous system.

DIA Notes 211

Producing countries

1. China (oldest tea growing)- more fragrant and delicately perfumed teas (e.g. Lapsang Souchong).

2. Ceylon (Sri Lanka)- have a delicate, light, lemon flavour.

3. India (world’s largest tea producer)-best known teas being Darjeeling which is delicate, rounded mellow flavoured and Assam, a stronger and more full-bodied and flavoured tea.

4. Kenya – medium flavoured tea.

DIA Notes 212

Purchasing tea

• Tea may be purchased in a variety of forms:

1. Bulk (leaf)2. Tea bags - heated sealed and contain

either standard or specialty teas.3. String and tag - one cup bag with string

attached.4. Envelopes - string and tag but in an

envelope.5. Instant - instant tea granules.

DIA Notes 213

Specialty teas

a. Assam - rich full and malty flavoured.b. Ceylon – a pale golden colour.c. Darjeeling – a delicate tea with light grape

flavour.d. Earl Grey – a blend of Darjeeling and China.e. Jasmine – fragrant and scented flavour.f. Kenya – consistent and refreshing tea.g. Lapsang Souchong – smoky, pungent and

perfume tea, delicate.h. Orange Pekoe – similar to Lapsang Souchong

but with slightly fruity aroma and flavour.

DIA Notes 214

What is coffee?

• The tree which produce Coffea are the genus Coffee which belongs to the Rubiaceae family.

• The fruit of the coffee tree is known as the cherry.

• The cherry usually contains two coffee seeds.

DIA Notes 215

The blend

• Green bean have to be roasted in order to release the coffee aroma and flavour

• The common degrees of roasting are:

a. Light or pale roasting – for mild beans to preserve their delicate aroma.

b. Medium roasting – stronger flavour.

c. Full roasting – bitterish flavour.

d. High roasted coffee – strong bitter.

DIA Notes 216

Espresso

• The method involves passing steam through the finely ground coffee and infusing under pressure.

• Served black in a small glass cup.Cappuccino• If milk is required, it is heated for each cup by a

high pressure steam injector and transform a cup of black coffee into cappuccino.

Decaffeinated• Made from beans after the caffeine has been

extracted.Cafe au lait• Also known as white coffee, served with milk.

DIA Notes 217

Aerated waters

• Aerated with carbon dioxide.

• Examples:

a. Soda water: colourless and tasteless.

b. Tonic water: colourless and quinine flavoured.

c. Dry ginger: golden straw coloured with a ginger flavour.

d. Bitter lemon: pale cloudy coloured with sharp lemon flavour .

DIA Notes 218

Natural spring waters or mineral water

• Divided water into two main types: mineral water and spring water.

• Mineral water: has a mineral content (strictly controlled).

• Spring water: has a fewer regulations, apart from those concerning hygiene.

Natural spring water• From natural springs in the ground.• Being impregnated with the natural minerals

found in the soil and sometime naturally charged with an aerating gas.

DIA Notes 219

TOPIC 7

END-OF-SERVICE PROCEDURES

DIA Notes 220

TOPIC 7: END-OF-SERVICE PROCEDURES

The end-of-service procedures includes:

• Preparing and presenting a bill

• Payment procedures and methods

• Tips (gratuities)

• Saying goodbye to the guests

• Tidying, cleaning and resetting after service.

DIA Notes 221

PREPARING AND PRESENTING A BILL

The two purposes of guest’s bill:

1. To inform the guest of the amount to be paid.

2. To act as a control system for the establishment.• Guest’s bills may be presented at the table, at

the bar or at a cashier’s desk.• Bill should be kept up to date at all times and

ready for presentation as soon as the guest requires it.

DIA Notes 222

Presenting the bill

• You should be alert to signs that guests may want their bill.

• Bills should not be presented until they are asked for.

• When a bill is presented at the table, it is placed in front of the host( the person who has asked for the bill) on a small plate from the right.

• Bill is folded so that the amount to be paid cannot be seen by the other guests or it is placed in a billfold.

DIA Notes 223

• If there is no obvious host, you may place the bill in the center of the table.

• Bills presented at bars should be presented on a plate, folded or in a billfold.

• Do not hover around waiting for your guests to pay.

• Remain alert so that when they have paid for their meal, there is no unnecessary delay while they are kept waiting for you to collect the payment.

DIA Notes 224

Methods and procedures for paymentCommon payment methods include:1. Cash• Very simple, settling of the bill and the tendering

of guest’s change.2. Credit cards• When the card is placed on the bill, you should

collect it and before processing it, check:a) The establishment accepts the kind of card

presented.b) Its expiry date.c) That it has been signed.d) Check the number against the current warning

bulletin.

DIA Notes 225

• To use the card, place it in the addresser or stamping machine with the credit slip on top and slide the bar over both to imprint the slip or print the credit slip with the computer printer.

• List the costs of the meals, tax and bar total on the slip and total the amount.

• Bring a pen and have the guest check and sign the slip.

• Compare the signature with the one on the credit card to be sure they are identical and return the credit card.

DIA Notes 226

3. Cheques

• Usually not accepted without the support of a banker’s card.

• Check name and bank’s name on the banker’s card match those on the cheque.

• The bill being paid does not exceed the limit stated on the card.

• If the bill is higher than the card limit, ask the customer to pay at least the excess by a different method.

DIA Notes 227

4. Vouchers (Luncheon)• Often given to office workers as a

supplement to their salaries.• Make sure the establishment accepts the

vouchers before you accept them in payment of a bill.

5. Charge accounts• The transaction must have been authorized

by management.• Check the guest’s signatures against a

charge record or if it is in a hotel, the guest’s name against a room number.

DIA Notes 228

TIPS (GRATUITIES)

• Is a monetary reward for courteous and efficient service.

• Tips are incentives to do a good job.• Sometimes tipping is based on the quality of food

instead of the attention given by the server.• Generally, the size of the tip is between 10 and

20 percent of the total amount of the guest check.• A tip may be given in various ways:a. If tip is handed to you, thank the guest politely.b. If it is left on the table, pick up before the table is

cleared.c. If several servers share the responsibility of one

table, they should divide the tip.

DIA Notes 229

INCREASING THE TIP

• Be neat.• Friendly greetings.• Be friendly and helpful but be efficient.• Smile often when appropriate.• Check often to see whether customers are in need

service and offer to help them.• Serve orders to customers as soon as possible.• Offer appropriate condiments with foods.• Pour water and coffee for customers as needed.

DIA Notes 230

SAYING GOODBYE TO THE GUESTS

• The last impression guests are given as they leave after a meal is as important as their first impression on arrival.

• The farewell should be warm and friendly and as personal as possible.

• Assist those departing by moving their chairs for them, collecting their personal belongings and offering to call for a taxi if not too busy.

• If busy, at least acknowledge their departure with nod and a smile

• If you can, wish them ‘Good evening’ and thank them for coming.

DIA Notes 231

TIDYING, CLEARING AND RESETTING

• When the guests have left, the tables and service areas must be cleared of used and soiled items and the tables prepared for use again.

• Remove coffee cups and center items, glassware and ashtrays.

• The cups and saucers should be carried using either the two-or the three-plate technique.

• Do not stack the cups. Glassware should be removed on a drink tray while the remaining centre items are removed by hand.

• Ensure that all the chairs are returned to the their original positions round the table.

• Do not forget to check the chairs for crumbs.