MODULE 2-ELEC 3 FOOD AND BEVERAGE SERVICES
Lesson Proper
IMPORTANCE OF SERVICE
SERVICE FOR THE PRESENT AND FUTURE
• 21ST CENTURY- eating in a restaurant is no longer a special occasion, it is a way of life.
• The ZAGAL 2006 SURVEY of AMERICA’S TOP RESTURANTS reported that the national average for consuming meals
outside the home has reached a rate of 53% & is continuing to grow.
• Experts predict that by year 2016, the restaurant industry will have 14.5 M employees, making the industry the largest
private-sector employer in the nation.
• Today, guests have more choices & styles of restaurants to patronize than ever before.
• The professional chef & fabulous food were the stars of the 1980’s & 1990’s. The turn of the century has added a new star
for the restaurant owner and manager: PROVIDING EXCELLENT, & FRIENDLY SERVICE TO GUESTS.
• As competition becomes more intense between restaurants, the one difference that
will make a restaurant stand out is the SERVICE it offers to its guests.
REASONS TO PROVIDE GOOD SERVICE
• Guests enjoy talking about their experiences at a restaurant. They like to talk to their friends about good service and they
love to tell their friends about poor service. The restaurant and restaurant manager that provide excellent, friendly service
along with great food, will continue to see their business prosper. If this pattern is repeated for 10 years, think how valuable
that FIRST GUEST was to the restaurant. This fact, called POSITIVE WORD OF MOUTH, is extremely effective in generating
business.
• Word of mouth is both the best and worst type of promotion for a business. It has more effect on business at a restaurant or
banquet house than any other factor. Because people like to ask other people where to find a great place for dining or holding
banquets. They trust recommendations from a friend rather than advertising. It is imperative that restaurant and banquet
managers strive to provide excellent service and make word of mouth work positively for them and make their business
successful.
WHAT GUEST THINK OF A SERVICE
• POOR SERVICE has been the biggest complaint about restaurant.
• FRIENDLY SERVICE is the number 1 reason why families will eat away from home.
• Parents stated that the key criteria for choosing a restaurant are SERVICE, VALUE & FAMILY
ATMOSPHERE.
• SERVICE – the act or manner of serving food & drink
WHAT THE HOSPITALITY INDUSTRY THINK ABOUT SERVICE
• CHARLIE TROTTER – owner of Charlie trotters restaurant
• “Being able to take care of people is a noble thing. Excellent service even supersedes the food in the dining experience.”
• In today's society which continues to move toward more computers & impersonal service. The customer wants smile &
human interaction in place of cold, non thinking, unemotional computers
• It becomes essential that the restaurant and banquet managers of the 21st century know how to train their employees to
provide excellent service to their guests.
WHO IS RESPONSIBLE FOR GREAT SERVICE?
• It is up to the manager to set the tone of the business. If the managers’ cares about his guests, then the message will be
loud & clear to the service staff
• The one common thread in all restaurants judged to be outstanding is the CARE & CONCERN of the owner or manager
toward the guests and staff.
WHO MAKES THE BEST MANAGER?
• The best bosses are neither exclusively tough nor exclusively tender. They are both TOUGH on
the values, TENDER in support of people who would dare to take a risk & try something new in support of those values.
• Successful managers “PAY AN OBSESSIVE ATTENTION TO DETAIL”.
• MBWA – MANAGEMENT BY WANDERING AROUND
• Effective manager must be where the action is
• The manager should be walking around talking to the guests.
• By wandering, the manager can observe all situations and solve problems before they occur.
SERVICE DEFINED
• SERVICE = competence + friendliness
• COMPETENCE – serving food & drinks in the correct manner to the guests
• FRIENDLINESS – calling guest by name and title and making them feel welcome
• CARMINE SPRIO – chef owner of the carmines restaurant in New York
• Restaurant are about the TOTAL GUEST EXPERIENCE. A great dining experience has as much to do with the service they
receive as the food they eat.
• When hiring service staff, look for individuals that are PASSIONATE, CARING & PERCEPTIVE
• Hospitality industry is the passion & caring that drives the performance of the staff.
WHAT IS EXCELLENT SERVICE
• EXCELLENT SERVICE occurs when guests in a restaurant never have to ask for anything.
Ex. Water and wine glasses are always filled
• A second cup of coffee or tea is poured before the guests request it.
SHADOWING & TRAINING THE SERVICE STAFF
• SHADOWING an employee who is an approved trainer and then having the new employee serve the guest under the
supervision of the approved trainer.
• The joy to this system is FOLLOW UP & COACHING. The new waitperson is learning from an experienced, approved trainer.
This trainer is correcting mistakes and coaching the new waitperson in proper service techniques.
• Management must constantly monitor the waitpersons performance. One way to do this is
MBWA. Another method is to employ mystery shoppers. These shoppers patronize the restaurants for the sole purpose of
observing the operation.
• Included in their observation is a report on the quality of service by their waitperson. Therefore, the management of the
restaurant receives an unbiased report on its operation and can take steps to correct service or problems in other areas.
• Follow up is the key to making the shadowing and training system work. Mistakes can be corrected and proper service
concepts are reinforced.
WHAT IS POOR SERVICE?
• Ineffective service can be frustrating, costly and embarrassing for the restaurant.
• CHARLES BERNSTEIN – report survey by U.S news & world report
• “one unfriendly or non smiling reaction to a customer is enough to turn off that person and
send him or her scurrying to the nearest competitor next time.
• Lack of friendly service rates as a leading cause for poor sales.
THE REASON FOR POOR SERVICE
• If a manager fails to conduct formal training sessions and fails to express the restaurant
philosophy on guest service, the results will be poor service from the employees.
WHAT FACTORS DETERMINE WHY GUESTS GO OUT TO EAT
• The demographic such as AGE, INCOME, LIFESTYLE, LOCATION & OTHER FACTORS – revealed how guests made a
decision
5 CATEGORIES OF CUSTOMERS (ACCORDING TO FOOD TRENDS 2000)
1. CATER TO ME’S – guest who patronize the restaurant because they are not in a mood
to cook. They feel that they work hard and they deserve a break.
Ex. People who work long hours
2. SOCIALIZERS – want to spend time with their family and friends. They either are the host for the meal and will pay the
check or they are invited to have a meal by someone else.
3. CELEBRATOR – guests who are on vacation or celebrating a birthday, wedding, graduation or some other special
occasion.
4. IMPULSIVE – crave a menu item or are not in a mood to plan a meal
5. BUSY BEES – time crunched people, they work long hours and are busy with their stressful jobs.
BEING UBIQUITOUS
• OBIQUITOUS – being everywhere at the same time
• OBIQUITOUS MANAGER will appear to have eyes in the back of his or her head.
• OBIQUITOUS SERVICE PERSON is one who fills your water glass without you having to ask. The service person knows
what you want without you having to request it.
QUALIFICATIONS FOR SUCCESSFUL MANAGEMENT
1. knowledge of food service
2. knowledge of beverage service
3. friendly, outgoing personality
4. organizational skills
5. ability to stay calm under pressure
6. good physical condition
7. ability to resist temptation
8. diplomacy
9. knowledge of training employees
10. ability to handle complaints
PERSONAL ATTRIBUTES & WORK ETHICS OF EMPLOYEES WITHIN THE HOSPITALITY INDUSTRY
1. punctuality
2. taking directives
3. safe work practices
4. honesty & loyalty
5. attention to detail/work performance
6. integrity/work ethics/ethical behavior
7. good standards of personal presentation
8. positive attitude (enthusiasm, willing to learn, courteous, polite & helpful)
9. consistency of service
10. willingness to work days, nights, weekends & holidays
11. effective communication skills
12. good at working in a team.