1 CLASSIFICATION AND OBJECTIVES OF THE FOOD SERVICE

V. Premala Priyadharsini

epgp books

 

 

 

 

1 Introduction

 

Food service in scientific term implies the skill of providing a balanced food in a most appealing and an aesthetic way away from home .Food being a fulcrum of our mere existence the love towards its expand boundlessly. Individual food choices and changing food habits has considerably increased the frequency of dinning away from homes. This in turn has resulted in the growth of food industry (food service) at a large scale irrespective of its nature, size, location, types and style of service

 

2 Objectives

  • The learner will gain knowledge on objectives of food service.
  • The learner will understand the different types of food service and there classification.

   3 Origin of food service –an Overview

 

The concept food service and hospitality dates back to the Vedic age. Where guests were treated truly as god as depicted in Vedas as “Adithi devo bava” . Service of food literally started in temples (dharmashalas) where pilgrims could rest quench their taste and hunger and move on. After the invention of wheels man started move from one to another to explore and expand his business opportunities. This gave birth to the concept of inns- traditional houses which accommodated the guest with food and shelter. Due to the advent of industrialization, education, healthcare, transportation and economic growth, eating out has now become a part and parcel of day today living irrespective of religion caste and economic status and thus has brought a major development in the food service system in the hotels ,restaurants ,hospital food service, dhabas and what not. This current module will focus on the objectives of food service and its classifications in detail.

 

01.4. objectives of food service institutions

 

The main objectives of any food service institution /industry is the

  • Provision of food and shelter to the guest most aesthetically.
  • Foster customer satisfaction
  • Contribute to the economic development of the nation.
  • Create employment opportunities and
  • Promote the traditional food cultures across the globe

01.5. Classification of food service

 

The food service industry is classified broadly into commercial and non commercial institutions Fig.1

01.5.1.Classification based on profit

 

Based on profit the food service industry is classified into commercial food service and non commercial food service.

 

01.5.1.1.Commercial food service

A commercial food service is the one in which it purely focuses on the profitability of the organization. Also in most cases service of food and accommodation are the primary objectives of the organization .In addition to this they may also sell secondary services or product as part of their business. Hotel, restaurants, bars and pubs are classical examples of commercial food service where the primary product of sales is food, beverages and accommodation, at the same time these outlets may also provide other secondary services like laundry, transportation, beauty parlor etc. Commercial food service offers wide range of facilities and choices to the customers. And provides highly specialized services.

 

01.5.1.2. Non -Commercial food service

 

A non-commercial food service functions on a no profit no loss basis. In contrary to commercial food service , sales of food and beverage is not their primary objectives and are given at subsidized rate. Eg The primary objectives of food service in hospitals, employees, canteen and educational institutions is the well being and care of the patients, customers and students and here food becomes a secondary service. Since food is given at a subsidized rate the customers have restricted choices.

 

01.5.2.Classification based on Location

Based on the location of the hotel they are classified as

 

01.5.2.1.Urban Hotels: Hotels situated in the urban areas are called urban hotels. These food service outlets often extend a highly specialized service and are generally a larger property. The hotel has a very good ambience and luxury service to their customers.

 

01.5.2.2.Sub-urban hotels: As the name suggests the suburban hotels are located little far away from the cities/urban areas. Nevertheless these hotels also provide a specialized service, decent ambience and services.

 

01.5.2.3.Motels: Hotels situated on the highways are termed as motels. Service of food along with garage facilities and station is the unique feature of motels. Food is less expensive and most of the time it is self service.

 

01.5.2.4. Resorts: Luxury, semi luxury or budget (less expensive) hotels located near scenic spots or hilly regions are called as resorts. Food is always cooked in the property itself and outside food is not allowed. The style of service is semiformal or informal.

 

01.5.2.5.Kiosk: Small cart on wheels which vends food on the roadside or near the beach are called kiosk. This food service is owned and served by a single person or two. Semi prepared or easy to prepare snacks is sold here. Food is cheap and normally functions from evening to late night.

 

01.5.2.6.Boatel: Food prepared and sold in a house boat is called as a boatel. Usually a set menu with minimum or no choice is given to the customer with fixed pricing.

 

01.5.2.7.Lotel: A lotel is a luxury hotel with helipad facilities. Highly specialized service is the special feature of this food service. Food service is expensive and customized.

 

01.5.3.1.Classification based on ownership : Hotels are classified as private hotels, partnership hotels and franchised hotels based on the ownership

 

01.5.3.2. Private hotels: Hotels owned by a single individual is called a private hotel. In India many small and medium sized hotel are owned my private owners. The business idea, investment , decision making ,direction and delegation of work are the responsibilities of the owner.

 

01.5.3.2.Partnership hotels- Sharing equity and profits

 

01.5.3.2.1. Franchise

 

Providing Name and Association marketing services in exchange for franchise and marketing fees. With liberalization on the government agenda however, a modern form of self employment has emerged with national and multinationals entering the country in the catering area. This form known as franchising comes with the total package of training to maintain the standards of the parent company in terms of establishment design, productions procedures. Quality of raw materials, quality service methods, accounting procedures and the lot. Companies that have already entered this arena are McDonald’s, Wimpy, Pizza Hut and the like. The Indian companies to follow suit are Nirulas, Moti Mahal, Haldiram, Nathus and so on who are either franchising or expanding their units throughout the country in a satellite manner.

 

01.5.3.2.2. (d) Marketing–Active selling, chain benefits, reservation tie-up, etc. on payment for marketing fees and incentive payment. Today’s hotel caters to all the needs and wishes of a guest and we hope the future holds a promise for a further mushrooming of modern hotels.

 

01.5.3.2.3.Management

 

Expertise in management, Professional managers, techniques, manuals, systems, etc. on the basis of management fees and share of profits as incentive payment

 

01.5.4.Services

 

01.5.4.1.Takeaway Services

 

Working Women also look for convenience foods in the form of take away services. Meals on Wheels, home deliveries of partly or fully prepared food items to ease their work at home are also on the increase, providing evidence of such trends.

 

01.5.4.2.Fast food outlets

 

The fast food culture developed although its effects on health were detrimental. Every health and nutrition professional is now trying to counteract this through proper education and awareness campaigns. Every metropolitan city today has health food and gourmet shops offering self service buffets to attract the customer.

 

01.5.5.Commercial catering for a restricted market

 

01.5.5.1.Transport Catering

 

Transport catering (i.e. road, rail, air, and sea) has a number of characteristics not commonly associated with order food and beverage outlets. It usually involves the feeding of a large number of customers arriving together at a catering facility, and who need to be catered for in a specific time period, eg. On board a plane, sufficient food and beverage supplies are usually carried for a specific number of meal periods, as, if for any reasons this food cannot be served to customers, alternative supplies may not be readily available. The service of food and beverage may be particularly difficult due to the physical conditions within the service area eg. Turbulence on board a plane. Finally, there are the problems of staffing these food and beverage facilities; the extra costs involved in the transportation and service of the food and beverages; space restrictions and the problem of security whilst the operation is the transit.

 

01.5.5.2.Four main types of transport catering may be identified

 

01.5.5.2.1.Road. Road catering has progressed from the inns and taverns of earlier days used by those travelling on foot and horseback to the present day motorway service areas situated along the motorways which traverse the country. These service areas are open twenty four hours a day and have a particular problem of staffing as some employees have to be brought to and from work over a distance of twenty to thirty miles. Also because of their isolated locations, the hours they are open, and the sheer volume of numbers involved at peak periods, these service areas are also particularly prone to vandalism and littering. They do, However, Provide a valuable catering service to the travelling public and the food and beverage facilities usually include self service and waiter service restaurants, vending machines, and take away food and beverages.

 

01.5.5.2.2.Rail. Rail catering may be conveniently divided into two major areas namely, terminal catering and in-transit catering. Catering at the railway terminals usually comprises licensed bars, self service and waiter service restaurants, fast food and takeaway units, supplemented by vending machines dispensing hot and cold food and beverage. In- transit, catering basically consists of two main types of service. The first is the Restaurant Car Service where appropriate seating accommodation is provided. The other type of service is the buffet car which is a self service operation in which passengers can go to the car and buy light refreshment over the counter. Such traditionally organized catering facilities are, however , no longer suitable for the latest development in rail travel which include the Advanced Passenger Train (APT) and the High Speed Train (HST). These trains demand a very streamlined and compact catering service which can provide the customer has been suggested for these new fast trains, and it may be that something along these lines will be adopted in preference to the more traditional forms of catering, which are not able to cope as efficiently with the catering demands of these new fast speed trains.

 

01.5.5.2.3.Air. Airline Catering has increased and developed considerably over the past twenty five years. It originally consisted of sandwiches and flasks of tea, coffee and alcoholic beverages, but the progression to today’s full and varied service is on par with that of aircraft development itself.

 

Like the railways, airline catering falls into two main areas: terminal Catering and ‘In-Transit’ or ‘In-Flight’ catering. Food and beverage outlets at air terminals usually consist of self-service and waiter service restaurants, supplemented by vending machines and licensed bars. The In-flight catering service varies considerably with the class of travel, type and duration of flight, etc. At one meals portioned into plastic trays which are presented to the passengers and which reduces the facilities necessary for washing up and also cuts down on control service is from a gueridon trolley, food is portioned in front of the customers and any garnishes, sauces, etc. added according to their requirements. The crockery used may be bone china and this combined with fine glassware and cutlery creates an atmosphere of high-class dining.

 

A characteristic of airline catering is that this service is often contracted out to a specialist catering firm, which may be supplying a similar service to many airlines.

 

The provision of a catering service in air travel is normally inclusive in the price of the fare and a particular future now is the cable service facilities by the different airlines. The increasing use of airlines as a common mode of transport has made competition fierce, and the area of food service is now a particularly competitive aspect of the total service offered by an airline.

 

01.5.5.2.4.Sea. Sea or marine catering varies from the provision of food and beverages on the short sea- route ferries where the catering service does not often feature prominently, to the large cruise or passenger liners where the catering facilities are an important part of the service offered by the shipping line, and are usually included in the price of the fare. On the cruise liners the standard of catering facilities is high because they are an important sales feature in a competitive activity. On the short sea routes, however, price is usually the more important factor and because of the necessity to feed large number of people the catering service provided is usually of the popular and fast-food type.

 

5.5.3.Clubs

 

Clubs as a sector of the hotel and catering industry are establishments offering food and drink, with at times accommodation, to members and bonafide guests. The types of clubs varying from working men’s clubs, to political party clubs, social clubs, sporting clubs, to the private exclusive clubs. Basically in England and Wales, clubs are of two main types

 

5.5.3.1.Proprietary clubs

 

These are licensed clubs, owned by individuals or company and operated by themselves for self profit and as such require a Justice’s license to operate. It is usual for a high proportion of proprietary clubs to resemble licensed restaurants with a substantial part of their turnover obtained from the sales of food.

 

01.5.5.3.2.Registered clubs.

 

These are registered clubs in which the management is responsible to an elected committee, the members own all the property including the food and drink and pay their subscriptions to a common fund. As a nonprofit making club which belongs to all the members club and does not require a justice’s License to operate. It requires to be registered. The turnover of the members clubs is mainly obtained from the sale of drinks which are normally sold at a competitive price as the profit element clubs is lower than say in public houses

 

01.5.5.4.Restaurants and Snack Bars

 

Unlike the hotel facilities already described, commercial restaurants do not offer accommodation and therefore their primary function is the provision of food and beverage. Because these restaurants do not have any in-house trade they are very reliant on passing trade and the reputation they develop from word of mouth advertising.

 

The various types of restaurants include snack bars, cafes, coffee shops, takeaways, steak bars, spatiality restaurants, haute cuisine restaurants, etc, these diverse types of restaurants have service-styles, ranging from the self service catering to the more elaborate methods of table service (e.g. French, Russian, English) found in luxury restaurants and those particular service techniques specific to speciality restaurants such as Chinese, Polynesian and Indian.

 

In many restaurants today separate bar areas are provided for pre and after meal drinks. These have the double advantage of offering the customer a place to sit and relax away from the dining area and relax away from the dining area and they allow a faster seat turn over in the restaurant.

 

01.5.5.5.Fast Food and Take- Away

 

This sector of the industry is concerned with the preparation and service of food and beverages quickly for immediate sale to the customer for consumption either on or off the premises. Examples of fast food and take away operations include the many themed hamburger units found in the high streets of most of the cities today, as well as operations such as fish and chip shops.

 

There are several identifiable characteristics common to this sector of the industry. Like,

 

(a) The units are usually themed around a product (e.g. hamburgers) a range of products (e.g.Fish) or products of a country (e.g. Chinese)

(b) The units are often owned by large chains or are franchised.

(c) The product is very well- marketed, through the themed product , the décor and atmosphere, the high and consistent standard of the product, advertising on television, local radio and news papers and the container boxes for take- away items.

(d) The Pricing of the items is within a fairly distinctive known price range.

(e) The commodities used are often of the convenience type (e.g. frozen chips, concentrated beverage syrubs).

(f) The method of food production is often partially or fully automated thereby de-skilling the job.

(g) The method of food service is simplified and basic.

 

you can view video on CLASSIFICATION AND OBJECTIVES OF THE FOOD SERVICE

 

Web links

 

  • http://www.managementstudyguide.com/management_functions.htm
  • http://www.managementstudyguide.com/planning_function.htm
  • http://smallbusiness.chron.com/five-functions-management-leading-56418.html
  • http://www.toolshero.com/five-functions-of-management
  • http://extension.osu.edu/~mgtexcel/Function.html
  • http://www.yourarticlelibrary.com/management/process-of-staffing-function-of-management-10-steps/25730/
  • http://www.managementstudyguide.com/controlling_function.htm
  • http://businesstudyguide.weebly.com/uploads/1/0/3/0/10300865/pm_ch_8.pdf