Chapter 1

Chapter 1
INTRODUCTION TO THE
FOOD AND
BEVERAGE INDUSTRY
Free Powerpoint Templates

Page 1
Introduction
 The Hospitality Industry is usually defined by
its output of products that satisfy demand for
food, drinks and accommodation. Thus there
generally are two divisions of management,
which is Rooms Division and, Food and
Beverage (F&B).
 The F&B industry is vast, encompassing
every type of food service operation that
provides meals to people away from their
homes.

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 The hospitality industry alone in UK is the
third largest employer with around 2.3 to 2.4
million people with F&B revenues generating
£26.5 billion (RM159 billion) annually with
£15 billion on drinks and £8.5 billion for food
 An average person will spend at least one third

to half of their disposable income on food and
beverage expenses eaten away from home. For
example, for a salary of RM 2,000, RM750 –
RM 1,000 is spent on eating and drinking.
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 For most people, the Food and Beverage
industry was a means of earning extra money
during the school holidays or during weekends,
or even a transitional job when one is changing
their careers.
 To succeed in the F&B industry, one must have
the RIGHT ATTITUDE, the RIGHT
application of KNOWLEDGE and the RIGHT
RANGE of skills.
 There are several benefits to those working in
the industry:-

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Career opportunities are available in
the following sectors:-
 Hotels  Contract Catering
 Restaurants  Contract Catering
 Hospital and  Conference Centre's
Welfare Catering  Fast Food Outlets
 Bars  Transport Catering
 Clubs  Leisure Complexes
 Industrial Catering

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Types Of Operations
Commercial Operations
 The Hospitality Industry is usually defined by its

output of products that The primary provision of food
and beverage to the public with the intention to
maximize profits.
 Generally, all commercial operations aim to generate

the highest profits with the lowest cost possible
without compromising service standards and product
quality.

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• Example :
Free standing
Hotel Dining Room
restaurant
Fast food restaurant Snack bar
Café Club
Ice cream stand Coffee Shop

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Transport Catering
 Rail Catering
- Includes provision of F&B services at the station
and in coaches
- Both types of catering can be either contracted
out by tender or can be owned and operated by
the rail company
- Platform catering is to cater food for commuters
at the station and normally consists of light
snacks and drinks
- Due to space constraints and instability, on
coach catering would normally serve food that
doesn't require elaborate preparation i.e.
convenience food
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 Sea Catering
- This form of catering covers the provision

of food and beverage services at sea
- Level of service can differ depending on
type of seagoing vessel
- Kitchen are all well equipped with most of
the heavy equipment bolted to the floor
- Storage areas are very large and well
equipped to enable stocking of food for
months especially on long trips
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 Airline Catering
- Provision of food and beverage services

mainly on airplanes and airports mainly for
passengers and crews
- Food prepared on ground in huge
production kitchens using cook and chill
method and provided to various carriers
requiring services.
- Catering at the airport can be done either
by the airport authorities or contracted out
to private contractors
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Sectors of the Food and
Beverage Service Industry
 Markets for F&B sectors:-
 General Market
 Non-captive :Customers have full
choice (restaurants)
 Restricted Market
 Semi-Captive :Customers have a
limited choice (airlines)
 Captive :Customers have no
choice (welfare)
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1. Hotels and other tourist accommodation
 Provision of F&B together with accommodation also known

as “Bed and Breakfast (B&B)”
 Hotels and motels evolved from early inns and other rest
shelters for travelers.
 The Roman Catholic church operated the first hotel chain in
the middle ages which were the rest areas for pilgrims
traveling to and from Jerusalem
2. Restaurants (fine dining, Carveries)

 Provision of F&B generally at high prices with high levels
of service
 Service is generally for eating on premises, though the term
has been used to describe take-out establishment and food
delivery services. Free Powerpoint Templates
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 The terms covers many types of venues and a diversity of styles of cuisine
and service
 The word restaurant originated from Paris, France in 1765. A man called
Boulanger was selling soups, which he claimed could restore people’s
energy. He called his soups “restaurer” which eventually became the word
restaurant.
 A famous chef, Georges Auguste Escoffier, and an equally famous

hotelier, Cesar Ritz, operated many of Europe’s finest hotels of which
rooms were elegantly furnished and patrons were treated to good food and
drink in the hotel’s restaurants. This is where the restaurant grew from.
3. Popular Catering (cafés, coffee bars, pizza or steak houses)
 Provision of F&B generally at low/medium prices with limited levels of

service
 Examples, Coffee Bean and Tea Leaf (CBTL), Pizza Hut, Victoria
Station. Free Powerpoint Templates
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4. Fast Food
 Provision of quick F&B generally at low prices with an

equally low cost of labour and heavy customer traffic
 Examples, McDonalds, KFC, Burger King, Dominos
5. Take-away
 Provision of quick F&B where the F&B is consumed off-

premises
 Developed from fish and chips concept and later influenced
by the Americans.

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6. Retail Stores
 Provision of F&B together with the provision of retailing

 Developed from prestigious stores providing F&B as part of
retailing concept
 Examples, Ikea, MPH, Tesco’s
 Banqueting / Conferences / Exhibition
 Provision of F&B on a large scale which must be pre-

booked
 Originally dominated by hotels with ballrooms but now has
become a sector on its own
 Examples, PWTC, MINES Exhibition
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8. Leisure Attractions (theme parks, theatres, zoos, historical sites)
 Provision of F&B for people in the pursuit of leisure
 Examples, Sunway Water Park,
9. Motorway Service Stations
 Provision of F&B with retail and petrol services for motorway travelers,
often insolated locations
 Started in the 1960s and was influenced by the Americans.

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10.Welfare
 Provision of F&B to people through social needs which is determined

primarily by an authority
 Regulated by the UK government
 Examples, hospitals, armed forces, prisons
11.Industrial Catering
 Provision of F&B to people at work
 Was especially supported during WW1 and WW2 as it was recognized

that better fed workers work better
 Regulated by the UK government

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12.Licensed Trade (any operation selling alcohol, clubs)
 Provision of F&B in environment dominated by licensing requirements
13.Transport (Railways, airlines, marine)
 Provision of F&B for people on the move
 Meeting the needs of the traveling public especially for long haul
journeys
14.Outdoor Catering / Off Premise Catering
 Provision of F&B away from main working area, home base
 Developed through the need of providing services at areas not intended

for the service of F&B
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The Meal Experience
 The main aim of F&B operations is to achieve customer satisfaction in terms

of their needs.
 The following are the needs a customer may want to satisfy. It may be some or
it may be all.
 Their needs are as follows:-
1. Physiological (Basic needs)
 The need to eat and drink to fulfill hunger and thirst
 The need for special food (Diabetics, vegetarians)

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2. Economic
 Value for money in terms of F&B served (Is the meal worth the amount of
money paid for?)
3. Social
 Attending functions such as, weddings, company dinners
 Meeting up with friends, colleagues or relatives
4. Psychological (Mentality and behaviour)
 Enhancing self esteem, to make oneself feel good
 Fulfilling a lifestyle

 The need for entertainment, Page 20
5. Convenience
 Killing time such as rush hour (eating first to avoid traffic jam), waiting for
an appointment, waiting to pick up a friend, area to conduct business, etc
 Desire to have someone else do the work of cooking and serving and
washing up
 Physically impossible to hold a function at home in terms of guest size and

facilities available

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Factors Affecting the Meal Experience
1. Food and Drink
 Type and variety, availability, quality
2. Level of Service
 Method, speed, reliability, booking facility, acceptance of credit card…
3. Level of Cleanliness and Hygiene
 Equipment, premises (onsite and around) and staff

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4. Value for Money
 Perceptions in the customer's mind of the value of the product (not only
food and drinks) related to the price one is prepared to pay at the time
5. Atmosphere
 Décor, lighting, heating/air conditioning, furnishing, acoustics, other

customers and attitude of staff
6. Others
 Convenience such as proximity to shopping area, recreation areas

(stadiums, gyms), ample parking space.

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Food and Beverage Service Methods
 Types of service in a food and beverage operation depend on the following
factors:-
 type of establishment
 type of customer
 the time available
 the turnover of customers
 type of menu
 cost of meal

 site of establishment Page 24
 Five types of basic method are identified as follows:-
I. Table Service
II. Assisted Service
III. Self Service
IV. Single-Point Service
V. Specialized OR In Situ Service

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TYPE OF DESCRIPTIO ADVANTAGES DISADVANTAGES
SERVICE N
A. TABLE Service of customers
SERVICE at a laid cover
1. Waiter
 Presentation and  Personalised service  Time consuming to
 Silver/English service of food to  Service staff show off prepare & serve
customer by their skills  Requires skilled staff to
waiting staff from serve
food flat or dish  Extra equipment needed
with the use of i.e.,rechaud, serving gear
serving gears
 Commonly used
for the service of
vegetables,
starches and also
bread

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TYPE OF DESCRIPTION ADVANTAGES DISADVANTAGES
SERVICE
 Family  Main courses plated  Requires fewer staff  Food may spill due to the
with vegetables are which are below customers helping
placed in multi average skills to themselves
portion dishes on serve  Presentation of dishes are
tables for customers  Customers not as elegant
to help themselves: determine their own
sauces offered portioning
 Examples: Chinese  Enables more
set dinners, Malay covers to be served
set meals in hotels
 Plate / American  Food is pre plated in  Rapid turnover and  Lesser personal attention
the kitchen and service to the guest
served direct from  Requires staff of  Food can get cold easily
the kitchen to the average skills to
guest serve
 Most common type  Portion control is
of service found in more efficient
most restaurants

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SERVICE
 Butler / French  Presentation of food  Requires staff of  Slow service
individually to average skills  Only suitable for limited
customers by food  Guest can choose amounts of people
service staff for for themselves in
customers to serve terms of portioning
themselves and food
 Russian  Table laid with food  Requires staff with  Hot food can get cold and
for customers to below average skills cold food warm
help themselves to serve
 Guéridon  Food served onto  Personalized service  Time consuming to

customers plate at  Service staff show prepare & serve
side table or trolley, off their skills  Requires skilled staff to
includes carving,  Guest will feel serve
cooking and pampered  Extra equipment needed
flambage, ie, rechaud, serving gear,
preparation of salads trolleys, etc
and dressings and
fish filleting

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SERVICE
2. Bar Counter  Service to customers  Guest can see their  Limited area for seating
seated at bar counter food or drinks being  F&B preparation staff need
on stools prepared to be highly skilled
 In addition to bars  The delivery of  Level of sanitation needs
selling drinks, there F&B is almost to be high and always
are operations where immediate maintained
food is prepared in
an open kitchen.
B. ASSISTED Combination of self

SERVICE service and table
service
3. Assisted
 Buffet  Where customers Requires staff of

  Food tends to lost its
select food and drink below average skills freshness and taste after on
from displays or  Guest can see their display for some time
passed trays; food before making  Food wastage
consumption is either a choice and can  Extra equipment needed
at table, standing or take as many i.e., buffet tables, skirting,
at lounge area portions as they like serving gear, chafing
 Suitable avenue of dishes
clearing the kitchen  Requires a good turnout of
items guest Page 29
SERVICE
 Carvery  Some parts of the  Requires staff of  Sometimes difficult to
meal are collected by average skills ascertain the proper time
the customers and  Freshness of the to serve the guest
other parts are served prepared food is  Kitchen and service staff
to the seated assured are divided in their
customers  Semi formal dining attention in providing
 Common practice service
will have the
appetizers and
desserts on the buffet
while the main
course will be served
ala minute.

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TYPE OF DESCRIPTIO ADVANTAGES DISADVANTAGES
SERVICE N
C. SELF SERVICE Self service of
Customers
4. Cafeteria
 Counter Customers queuing in  Guest can see the  No guarantee of seats

line formation past finished product and  Emphasis is not on
a service counter evaluate their choices service or courtesy but on
choosing their first before choosing. the basic provision of
menu  Requires staff with F&B
requirements in below average skills
stages and loading for the simple service
them onto a tray and clearing
 Example would be  Saves time
system used by
Delifrance
 Carousel –
similarly used in
Sushi King bars

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SERVICE
 Free flow  Selection as in counter
but in food service area
where customers move
at will to random
service points:
customers will usually
exit at a till point
where they pay
 Commonly used in
supermarkets such as
Tescos and Jaya Jusco
 Echelon  Series of counters at

angles to customer
flow within a free flow
area, thus saving space
 Supermarket  Island service points

within a free flow area
 Example would be the
drinks dispensing
counter at KLCC food
court Free Powerpoint Templates
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SERVICE
D. SINGLE POINT Service of  Fast service of  Limited choices for the
SERVICE Customers at single F&B customer
point – consumed  Simple operation  Service only includes the
on premise or taken with limited menu basic provision of F&B
 Requires staff with without any frills
away
below average
skills
 Satisfies people on
the move
5. Take away  Customer orders and
is served from single
 Counter point, at counter or
snack stand;
customer consumes
off the premises
(some operations
will provide seating)
 Example would be
Dunking Donuts

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TYPE OF DESCRIPTION ADVANT DISADVANTAG
SERVICE AGES ES
 Drive thru  Form of takeaway where customer
drives vehicle past order, payment and
collection points
 Example would be McDonald’s drive
thru
 Fast food  Originally used to describe food that
can be prepared and served very quickly
 Low preparation time with low quality
preparation.
 Usually franchised operations
 Commonly used to describe type of
establishment offering limited menus,
fast service with takeaway facilities
 Outlets may be stands or kiosks, which
may provide no shelter or seating
 Capital requirements are relatively
small.
 Small, individually-owned fast food
restaurants have become common
throughout the world

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SERVICE
6. Vending  Provision of food and  Does not require  Limited choices
beverage service by any staff to man  No service
means of automatic (reduced labour
retailing cost)
 24 hour service
 Convenient
 Saves space and
quality is consistent
7. Kiosks  Provides service for  Achieves greater  Very limited choices

peak demand or in points of available, usually snacks
specific location, may distribution (POD) and bottled/canned drinks
be open for customers where more people
to order or used for can be reached
dispensing limited  Requires small
items only space to operate
 Example would be
Starbucks with their
ice blended drinks,
McDonald’s with their
sundae and ice cream
stand
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SERVICE
8. Food Court  Series of counters  Choices are  Requires considerable
where customers may available for the space for set up
either order and eat or guest  Level of sanitation needs
buy from a number of  Saves on labour cost to be high and always
counters and eat in as it is self service maintained
separate dining areas
or takeaway
9. Bar  Term used to describe  Guest can see their  Limited area for seating
a selling point and food or drinks being  F&B preparation staff
consumption area in prepared need to be highly skilled
licensed premises  The delivery of  Level of sanitation needs
F&B is almost to be high and always
immediate maintained

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SERVICE
E. SPECIALIZED Service to
OR IN SITU Customers in areas
not primarily
designed for service
10.Tray  Method of service of  All F&B items are  Food is served as a single
whole or part of on one tray, thus course and cannot be
meal on tray to convenient in terms individually enjoyed
customer in situ, eg. of service and
Hospitals, aircraft equipment
and also for outdoor requirements
catering
(ODC)Donuts
11.Trolley  Service of food and  Provision of pre-  Food is served as a single

beverages from prepared food with course and cannot be
trolley, away from the minimum amount individually enjoyed
dining areas, e.g. of time
Office workers,
aircraft and trains

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SERVICE
12.Home  Food delivered to  Requires special

delivery customer’s home or equipment in the delivery
place of work, eg. of the food.
Pizza delivery, meals  Must be fast to prepare
on wheels and deliver
 Provides F&B to
guests who are unable
to leave the home for
certain reasons
13.Lounge  Service of variety of  Provides the guest  Choice is limited
food and beverage in a with an alternative
lounge area to drinks
 Basically snacks are
served
14.Room  Service of variety of  Requires special
food and beverage in equipment in the delivery
guest room or of the food.
apartment
15.Drive in  Customers park their  Savings on  Requires special
vehicles and are served furnishings equipment in the delivery
at the vehiclesFree Powerpoint Templates of the food.
Page 38
The Organisation Chart for the Food and Beverge
Service Personnel
SERVICE KITCHEN
Restaurant Manager Sous Chef / Outlet Chef
Assistant Restaurant Manager Assistant Sous Chef

Supervisor Chef de Partie
Captain / Hostess Demi Chef
Waiter Commis
Bus Boy Kitchen Helper

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Restaurant Manager
 Reports to the Food and Beverage Manager / Director of Food and Beverage
 Has overall responsibility for the organisation and administration of a

particular food and beverage outlet which may include lounges, restaurants or
banquet areas
 Sets the standard for service and is responsible for staff training
 Responsibility includes staff working time table (duty rotas), staff holiday lists
and other administrative duties of the service area

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Assistant Restaurant Manager / Maitre d'hotel
(Head Waiter) / Supervisor
• Reports to the Restaurant Manager
• Assists the Restaurant Manager in all related duties such as duty rotas, staff
holiday lists, staff training etc..
• Overall in charge of the staff team and is responsible for a complete mis en
place in the service area.
• In charge of the service area in the event that the Restaurant Manager is not
around

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Captain / Station Head Waiter / Chef de Rang
• Reports to Assistant Restaurant Manager / Maitre d'hotel / Supervisor
• Overall responsibility for a team of staff serving a set number of tables from
one sideboard. The set of tables under the captain's control is called a station.
• Must have a good knowledge of food and wine and its correct service
• Will usually take the order from the guest and carry out the service at the table
with the help of the waiter

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Waiter / Commis de Rang
• Reports to the Captain / Station Head Waiter / Chef de Rang
• Main duties include fetching and carrying the food from the kitchen and vice
versa.
• Other duties will be limited service of vegetables and sauces and also offers
rolls, places plates on the table and help clear the table after each course
• May also include other duties during mis en place such as cleaning up and
preparation

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Bus Boy / Trainee Commis
• Reports to the Waiter / Commis de Rang
• Considered to be a learner who just entered the industry and wishes it to be his
career
• Responsibilities will include keeping the sideboard well stocked up during

service and assists in fetching and carrying like the commis de rang
• May also be given the responsibility in serving dessert, cheese, hors-d'oeuvre

and liqueur from the trolley

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Other Positions
Sommelier / Wine Butler

• Responsible for the service of all wine related drinks during service time.
• Must be knowledgeable in all the wines served and be able to recommend the
best wines to go with certain foods
Bartender
 Must have a thorough knowledge of all alcoholic and non alcoholic drinks,
and the ingredients necessary for the making of cocktails.
 Must be knowledgeable in the skills of shaking and stirring cocktails

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Typical Hotel Modern Organisation Chart
General Manager
Assistant General Manager

or
Executive Assistant Manager
Human Director Financial Front Executive Security Public Chief Food and
Resources of Sales & Controller Office House- Manager Relations Engineer Beverage
Manager Marketing Manager Keeper Manager Manager
Assistant Executive
F&B Chef
Manager
Banquet Room Grill Room Coffee

Manager Service Manager Manager House Manager

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Classical Restaurant Organisation Chart
Restaurant Manager
Reception Head Maitre d'hotel / Sommelier

Waiter Head Waiter Wine Waiter
Station Head Waiter Station Head Waiter Station Head Waiter Station Head Waiter
Captain Captain Captain Captain
Chef de rang Chef de rang Chef de rang Chef de rang

Station Waiter Station Waiter Station Waiter Station Waiter
Demi-chef de rang Demi-chef de rang Demi-chef de rang Demi-chef de rang

Assistant station Assistant station Assistant station Assistant station
waiter waiter waiter waiter
Commis de rang Commis de rang Commis de rang Commis de rang

Waiter Waiter Waiter Waiter
Trainee Commis Trainee Commis Trainee Commis Trainee Commis

Apprentice Apprentice Apprentice Apprentice

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Modern Restaurant Organisation Chart
Restaurant Manager
Assistant Restaurant Manager
Supervisor
Receptionist Bartender Captain Captain Captain Captain
Waiter/ess Waiter/ess Waiter/ess Waiter/ess
Bus person Bus person Bus person Bus person

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Attributes of a Food and Beverage Employee
• The product of food and beverage is not just the

food and drink itself. Any member of the staff
coming into contact with the customer is also
part of the product. No matter how good the
quality of food, beverage, décor and equipment,
poorly trained and unhelpful staff can destroy
the customer's potential satisfaction with the
product.

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The attributes necessary in
F&B service personnel are:-
1. Personal Hygiene
 Service staff should have the positive attitude towards

hygiene, which is about the maintenance of health. In fact,
it is the superior's responsibilities to ensure his staffs are
hygienic and he or she must show commitment regarding
this matter.

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The rules of personal hygiene
 Personal habit should be good. For instance, nail biting, spitting, touching
of ears, hair or nose, dipping of fingers into food and returning licked
spoon into food should be avoided
 Any cuts, spots, burns, etc, should be protected by waterproof dressings
 Fingernails must be short, well trimmed and free from varnish
 Maintain a high standard of general bodily hygiene by washing, bathing

and showering regularly, especially before coming to work
 Use deodorant and anti per spirant if necessary

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 Shampoo your hair as regularly as possible to keep it clean and free from
dandruff
 Wear clean uniforms and change daily
 Wash hands thoroughly with soap every time after visiting the toilet,
smoking, coughing, sneezing or any other action which is likely to
contaminate the hands with bacteria
 Do not cough or sneeze near food
 Teeth should be kept clean by brushing at least twice a day as sound teeth
and clean mouth are vital for appearance and wholesome breath
 Use disposable towel to dry your hands instead of using your clothes and
uniform

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2. Grooming
 Grooming is important for service staff as their job involves close contact
with customers and food. This means that they are under constant
observation and their grooming reflects on the standard of the food as
well as the hotel.
 There are a few factors that need to be considered in personal appearance

for grooming of service staff.

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Uniform
 Make sure that the uniform is neat and clean. It must be kept in good repair
and fits well
 Keep uniform well pressed and free from stains. When clothing is not
washable, regular sponging is usually necessary
Hair
 Fringe should be kept away from the face or should not touch the eyebrows
 Hair must be kept neatly trimmed. It should not reach your collar or ears
 For females, long hair should be tied up and tied back.
 Only black hair accessories to be used. No rubber bands
 Use gel or hair cream to hold

Freethe
Powerpoint Templates
hair in neat position
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Name Tag
 Make sure that name tag is worn during operation hours
 Make sure that name tag is not chipped and is placed in right position
Shoes
 Make sure that shoes are well polished and clean
 Wear only black shoes
 Shoes should fit well
 Shoes must be conservative design
 For females, avoid wearing high or pointed heels, or badly supported shoes.
Wear close ended shoes Free Powerpoint Templates Page 55
Socks
 Socks must be black in color or dark colored
 Socks must not be torn
Fingernails
 Fingernails must be short, clean and neatly trimmed
 Do not use nail varnish, whether clear or colored
 Smokers must remove traces of nicotine from fingers

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Make up for Females
 Light make up is encouraged
 Lipstick must be applied to female staff
Jewellery
 Do not wear any rings except for wedding band
 Avoid wearing large and fancy earrings
 Avoid wearing any large or fancy bangles
Beards and moustaches
Free Powerpoint
 Make sure staff are not allowed Templates
to keep both
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Perfume
 Light perfume can be applied for those with body odour
 Avoid using excessive or heavy smelling perfume
Stockings
 All female staff should wear stockings during working hours
 Stockings must not be torn
 Skin coloured stockings are advisable

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3. Product Knowledge
 The staff must sufficient knowledge of all the items on the menu and wine
list in order to advise and offer suggestions to customers. Do not depend
merely on supervisors!
 How to correctly serve each dish or beverage on the menu
 What are the accompaniments and covers
 How the dish or beverage is prepared (cooking method and

ingredients) and its appropriate garnish
 What dishes are appropriate for guests who have dietary needs based
on health, religion or culture? For example, Muslims can only eat
halal food

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4. Punctuality
 Punctuality is very important. If the service staffs are continuously late for
duty, it show lack of interest in work and respect for management.
 Punctuality also applies in the proper timing for the service of food and
drinks to the guest.
5. Personality
 The service staff must be tactful, courteous, good humored and of even
temper. Good personality is important not only to the guest but also to
other staff of food and beverage

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6. Memory
 This is an essential asset to any service staff. It may help them to

remember:
 guest name
 customer's likes and dislikes
 customers favourite food or beverage
 customers favourite seating area
7. Honesty
 This is an important aspect to the staff in dealing with both the customers
and management. If there is trust and respect in the triangle of staff,
customer and management relationships, then there will be an atmosphere
of work which encourages efficiency and a good team spirit in the
establishment.
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8. Loyalty
 The staff's obligation and loyalty are firstly to the establishment in which
they are employed and its management. The staff must also be loyal to the
guest in the case of not telling anyone else concerning the actions and
words of the guest.
9. Conduct
 The staff's conduct should be impeccable at all times, especially in front

of customers. The rules and regulations of an establishment must be
followed and respect shown to the all senior members of the staff
10.Sense of Urgency
 The staff must develop a sense of urgency especially during meal times so
that the establishment obtains maximum amount of business over the
service period with maximum profit
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11.Customer Satisfaction.
 The food and beverage service staff should make sure that customer
satisfaction is achieved. It is of great importance to anticipate customer's
needs in order to gain repeated business.
12.Clear Speech
 The staff should have a clear voice and be able to pronounce words
properly. Service staff should acquire the knowledge of English but staff
of supervisory and management level requires a good level of English.
Knowledge of other languages is an added advantage as customers come
from around the world.

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13.Handwriting
 Clear and legible handwriting is essential especially in writing down a

food order to avoid any confusion to the barman, cashier and kitchen
staff.
14.Posture
 Good stance is important for the appearance, comfort and efficiency of

waiting staff. To stand upright and half erect is to give a good impression
to guests and also to avoid bodily stresses that accompany slouching.

Page 64

Chapter 1 - Introduction To The Food and Beverage Industry

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 An average person will spend at least one third

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 The Hospitality Industry is usually defined by its

 Generally, all commercial operations aim to generate

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Fast food restaurant Snack bar

Ice cream stand Coffee Shop

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- This form of catering covers the provision

- Provision of food and beverage services

 Provision of F&B together with accommodation also known

2. Restaurants (fine dining, Carveries)

 A famous chef, Georges Auguste Escoffier, and an equally famous

3. Popular Catering (cafés, coffee bars, pizza or steak houses)

 Provision of F&B generally at low/medium prices with limited levels of

 Provision of quick F&B generally at low prices with an

 Provision of quick F&B where the F&B is consumed off-

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 Provision of F&B together with the provision of retailing

 Banqueting / Conferences / Exhibition

 Provision of F&B on a large scale which must be pre-

 Provision of F&B for people in the pursuit of leisure

 Examples, Sunway Water Park,

9. Motorway Service Stations

 Started in the 1960s and was influenced by the Americans.

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 Provision of F&B to people through social needs which is determined

 Regulated by the UK government

 Examples, hospitals, armed forces, prisons

 Provision of F&B to people at work

 Was especially supported during WW1 and WW2 as it was recognized

 Regulated by the UK government

 Provision of F&B in environment dominated by licensing requirements

13.Transport (Railways, airlines, marine)

 Provision of F&B for people on the move

14.Outdoor Catering / Off Premise Catering

 Provision of F&B away from main working area, home base

 Developed through the need of providing services at areas not intended

 The main aim of F&B operations is to achieve customer satisfaction in terms

 Their needs are as follows:-

1. Physiological (Basic needs)

 The need to eat and drink to fulfill hunger and thirst

 The need for special food (Diabetics, vegetarians)

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 Attending functions such as, weddings, company dinners

 Meeting up with friends, colleagues or relatives

4. Psychological (Mentality and behaviour)

 Enhancing self esteem, to make oneself feel good

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 Physically impossible to hold a function at home in terms of guest size and

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1. Food and Drink

 Type and variety, availability, quality

 Method, speed, reliability, booking facility, acceptance of credit card…

3. Level of Cleanliness and Hygiene

 Equipment, premises (onsite and around) and staff

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 Décor, lighting, heating/air conditioning, furnishing, acoustics, other