The Catering Cycle
The Catering Cycle
Foodservice operations are concerned with:
1 The consumer needs and market potential in the various sectors of the foodservice industry.
2 The formulation of policy and business objectives that will guide the choice of operational
methods that will be used.
3 The interpretation of demand to make decisions on the range and type of food and beverages
to be provided, as well as other services, and the service levels and prices to be charged.
4 The planning and design of facilities required for the food and beverage operations and the
plant and equipment required.
5 The organisation of provisioning for food and beverages and other purchasing requirements
to
meet the needs of food production, beverage provision and the service methods used.
6 Knowledge of the operational and management requirements for the food production,
beverage
provision and service processes and methods and decision making on the appropriateness of
the
various processes and methods, together with the management and staffing needs in order
to meet the requirements of the operation.
7 Control of costs associated with the operation of food production, beverage provision and
other services and the control of revenue.
8 Monitoring of consumer satisfaction to continually check on the extent to which the operation
is meeting customer needs and achieving customer satisfaction
Consumer and Market
The catering cycle originates from the need which arises from captive Market like train,
hospitals, airplane, institutions, schools, etc. In the above, choice is limited and main concern
is “how we eat”. It includes canteen, mess, and cafeteria. It encompasses from teenager and
friends grabbing burgers and pizzas. Another important contributor to this is the growing trend
of “Family eating out together”. Generally families eat outside for special events such as special
occasions, dates or anniversary dinners. The main concern is “with whom to eat”. Price may
not be the ruling factor. However, type of menu, service, ambience, manners & etiquette may
be important factors in it. The main concern is “where we eat” especially for people like
celebrities, businessmen, etc
Formulation of Policy
It depends upon different Government polices rules & regulations involved. For example,
License for bars & restaurants and for serving liquor in the minibar. It includes rules and
regulations for time of serving liquor, music timing, etc. It also consists of license from music
companies for playing their music.
Interpretation of demand
nterpretation of guest demands leads to the new trends in the eating habits of the guest. Guests
demand for particular time of the day for having meals: e.g. 24 x 7 coffee shops. It may also
comprise of special themes and cuisine preferences. For Example; it may include hotel guest's
preference of a large choice in breakfast – Continental, English, and Indian (regional). During
dinner the guest might prefer an elaborate Food and Beverage Menu
Planning and design of facilities
It involves primarily planning of front of the house and back of the house areas. Designing and
planning of the menu. It also includes planning for type of equipments and raw material being
used. The establishment also needs to plan for maximum space utilisation. It undertakes the
planning of type of cuisine
Provisioning
This step involves four main elements, they are; Purchasing, Receiving, Storage and Issuing.
Purchasing
Items are ordered from vendors by the purchase department. Purchasing refers to a business or
organization attempting to acquire goods or services to accomplish the goals of the enterprise.
Though there are several organizations that attempt to set standards in the purchasing process,
processes can vary greatly between organizations
Receiving
Items are delivered by the vendors & accepted by the Purchase department after checking the
quality & expiry dates
Storage
Items are kept in a secured area until needed by the concerned department. A warehouse is a
commercial bulding for storage of goods.
Issuing
The items as and when required are indented (requested) by the departments and issued from
the stores
Production and service
After issuing the items from the stores the Food & Beverage department does the preparation
of the service of food and drinks as per the order placed by the guests.
The food is prepared by the kitchen staff as per the order of the guest and then served.
E.g. Incase of American service the food is pre-plated while incases of a buffet the guest helps
them from the buffet
Control of costs and revenues
It involves using standardized recipes, and reduces wastes. Control on over issuing of items.
Posting invoices for the cost of utilities, food, beverages etc. Control over breakages of
glassware, crockery, etc. It involves using small sachets of sugar, jams, butter, etc. instead of
bottles. While pricing menu cost of raw material and other fuel cost involved should be
considered. The monthly targets and budgets are to be achieved for getting the revenue. The
sales ability, loyalty, attitude towards work, punctuality, grooming standards, menu
knowledge, local knowledge are the attributes of the Food & Beverage professionals which
would help in meeting the revenue for the month
Monitoring of consumer satisfaction
It implies maintaining the guest profile, their likes and dislikes. It involves continuously
updating a repeat guest’s profile. It involves informing guests about new trends and festivals
that are being organized at your restaurant via e-mail or mailers. Make guests feel special on
special occasions. Effective handling of complaints can lead to guest loyalty. Always
remember that ‘word of mouth’ is more effective than any advertisement or marketing strategy.
Customer satisfaction research is that area of marketing reserch which focuses on customers'
perceptions with their shopping or purchase expertienc
