Chapter Seven:

Food and Beverage

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
Learning Objectives
Explain how travel and other events in history have influenced
the growth and acceptance of different foods and beverages
Discuss the impact of science and technology on foods and
beverages
Explain the importance of rhythm, timing, and flow in food-
service operations
Discuss the importance of a menu and its impact on production
and service delivery
Identify the important operational and financial concerns faced
by food-service managers
Describe how foods and beverages can add value to other
tourism services

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
Introduction
Provision of foods and beverages is key to fulfilling
basic human needs
Physiological need
Social need
Tourists provide important source of revenues to
some but not all food service operations
Depends on location and targeted segments
Some establishments rely on local customers

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
Major Influences on the Development of
Foods & Beverages
Travel and Discovery
Quest to explore led to spread of food and beverage options
Discovery of new foods was a reason for exploration
Roman Empire was important in development of cuisine
Travel after the end of the Dark Ages added foods from
distant lands
Colonization increased popularity of regional cuisines
Food preferences motivate travel to destinations

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
Major Influences on the Development of
Foods & Beverages, continued
Science and Technology
Science and technology have made perishable foods
available
Refrigeration and freezing techniques allow foods to be
stored and transported without decreasing their original
quality
New cooking techniques have increased yields and quality
Farm technology has increased the quality, quantity, variety,
and availability of foods

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
Building a Culinary Heritage
Food and Beverage (F&B) options vary
Commercial restaurant operations vary from quick
service to elegant, full service
Food service establishments also include
employee, recreational, institutional and
transportation food service, lodging properties,
and banquet/meeting and catering facilities

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
Building a Culinary Heritage,
continued
The beginnings of modern foodservice practices
France is credited with 1st restaurant
French Revolution led to opening of many restaurants
Most early lodging places and restaurants offered simple
table d’hote
Marie-Antoine Careme’s grand cuisine led to the a la carte
restaurant
Escoffier working in the Savoy and Carlton Hotels changed
the methods and organization of food service and kitchens

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
Building a Culinary Heritage,
continued
Planning to meet guest expectations
Guest experience involves interrelated factors
Consider target segments and their desires in designing a
menu
Consider the design of the menu itself
Choice of service ware and place settings
Artistry of food presentation on plate
Style of guest service

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
Building a Culinary Heritage,
continued
Rhythm, timing and flow
Brigade system-assigns tasks to specific personnel
Rhythm, timing and flow led to excellence in
foodservice
Rhythm: Coordination of each required activity
Timing: Sequencing of each task/activity to produce
desired result
Flow: Mix of rhythm and timing resulting in smooth,
efficient operation

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
Building a Culinary Heritage,
continued
Adding value to food and beverage operations
Successful F & B operators differentiate their operations by
focusing on guest service, price/quality, unique foods or
dining experiences
Two typical designs to delivering foods and beverages
Designed to serve “captive” audience
Designed to attract guests who have many providers to choose from
F & B operations may be used to attract guests to a hotel or
resort property
F & B may be offered to fulfill the need for food; often used
to increase the overall productivity of the property

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
Building a Culinary Heritage,
continued
From ten to ten thousand
Many unique challenges to feeding groups on a one-time
basis
Most properties have multi-purpose rooms for catering and
banquets
Catering sales managers work with planners to develop a
banquet event order that provides the details of satisfying
the group’s food and beverage needs as well as meeting and
exhibit space

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
Building Profitable Operations
F & B industry faces thin profit margins and fierce
competition
Highest failure rate of all types of business
Owners often do not have the business skills to
succeed
Benchmarks used to measure performance
Balancing payroll costs with productivity
Food quality and food cost are the results of effective
purchasing
Using technology to improve service delivery

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
An Ounce of Prevention is Worth
a Pound of Cure
Food safety and sanitation are the
responsibility of managers and employees
Employee training and work procedures plus
properly maintained equipment lead to a safe
food service environment

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved
Beverages
Alcoholic beverages are often used in foods to
enhance flavor
Beverages serve as a compliment to food and the
dining experience
In many countries, alcoholic beverages are more
commonly part of the dining experience than in North
America
Beverage Operations
Keeping spirits under control

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved