RS Icm 4

The following are meal experience factors:
1. Food and drink on offer –includes the range of foods and beverages, choice, availability,
flexibility foe special orders and the quality of the food and beverages
2. Level of service –the level of service sought will depend on the needs people have at a
particular time. This factor also takes into account the importance to the customer of other
services such as booking and account facilities, acceptance of credit cards and the reliability
of the operation’s product.
3. Perceived value for money and price- customers have perceptions of the amount they are
prepared to spend and relate this to differing types of establishments and operations. Value is
the personal estimate of a product’s capacity to satisfy a set of goals and also a perception of
the balance between worth and cost.
4. Level of cleanliness and hygiene- this factor relates to the premises, equipment and staff.
Over the last few years this factor has increased in importance in customer’s minds. The
recent media focus on food production and the risks involved in buying food have heightened
awareness of health and hygiene aspects
5. Atmosphere of the establishment- this factor takes account of issues such as design, décor,
lighting, heating, air conditioning, acoustics, noise, size and shape of the room, other
customers, attitude of the staff
Customer service
In order to meet the customers’ expectations and to enhance their meal experience, foodservice
operation will determine the level of customer service that the customer should expect within
that operation
Customer service in foodservice operations can be defined as being a combination of five

characteristics;
1. Service level- the intensity of or limitations in, the individual personal attention given to
customers
2. Service availability- for example, the opening times and variations in the menu and beverage
list on offer
3. Level of standards- for example, the food and beverage quality, décor, standard of equipment
being used and level of staffing professionalism.
4. Service reliability- the extent to which the product is intended to be consistent and its
consistency in practice.
5. Service flexibility- the extent to which alternatives are available, and to which there can be
variations in the standard products that are offered.
A foodservice operation will determine the customer service specification of the operation by
taking account of these five customer factors.
1.4 Food production methods
For a foodservice operation, the production system has to be organized to produce the right
quantity of food at the correct standard, for the required number of people, on time, using
resources of staff, equipment and materials effectively and efficiently.
Food production is an operating system and can be managed through the application of the
systems approach.
The following are food production methods:
1. Conventional method- term used to describe production utilizing mainly fresh foods and
traditional cooking methods
2. Convenience methods- method of production utilizing mainly convenience foods
3. Call order- method where food is cooked to order either from customer (as in cafeterias) or
from waiter. Production area is often open to customer area
4. Continuous flow method- method involving production line approach where different parts
of the production process may be separated for example fast food
5. Centralized method- production not directly linked to service. Food are ‘held’ and distributed
to separate service areas.
6. Cook-chill- food production storage and regeneration method utilizing the principle of low
temperature control to preserve qualities of processed foods
7. Cook-freeze- production, storage and regeneration method utilizing principle of freezing to
control and preserve qualities of processed foods. Requires special processes to assist
freezing
8. Sous-vide- method of production, storage and regeneration utilising principle of sealed
vacuum to co ntrol and preserve the quality of processed foods
9. Assembly kitchen- a system based on accepting and incorporating the latest technological
developments in manufacturing and conservation of food products.
1.5 Food and beverage service methods

The service of food and beverages maybe carried out in many ways depending on the following
factors.
1. Type of establishment.
2. Time available for the meal.
3. Type of menu presented
4. Site of the establishment
5. Type of customer to be served.
6. Turnover of customers expected

7. Cost of the meal served
NB : A food service operation was traditionally only seen as comprising the three operating
system of
1. Food production
2. Beverage provision
3. Food and beverage service
It is also now recognised that the food and beverage service itself actually consists of two
separate sub-systems, operating at the same time. These are:-
1. The service sequence-which is primarily concerned with the delivery of food and beverages
to the customer.
2. The customer process- which is concerned with the experience the customer undertakes to be
able to order, be served, consume and have the area cleared
The service sequence
The service sequence is essentially the bridge between the production system, beverage
provision and the customer process or customer experience.
The service sequence may consist of eleven or more stages as summarized below:-
1. Preparation for service

2. Taking bookings
3. Greeting and seating / directing
4. Taking food and beverage orders.
5. Serving of food
6. Serving of beverages
7. Clearing during service
8. Billing
9. Dealing with payments
10. Dish washing
11. Clearing following service
The customer process
The customer receiving the food and beverage product is required to undertake or observe certain
requirements: this is the customer process
Essentially, a customer enters a food service area, orders or selects his or her choice and then is
served (the customer may pay either at this point or later). Food and beverages are then
consumed, following which the area is cleared.
Categorizing the different service methods

When considering food and beverage service from a customer process perspective, rather than
considering it purely as a set of delivery methods, five basic types of customer process can be
identified as below:
Service Service Ordering/selection Service Dining/ Clearing

method area consumption
Table Customer From menu By staff to At laid cover By staff
service enters customer
and is
seated
Assisted Customer From menu, buffet Combination Usually at laid cover By staff
service enters or passed trays of both staff
and and
usually is customer
seated
Self service Customer Customer selects Customer Dining area or take Various
enters items onto a tray carries away
Single Customer Orders at single Customer Dining area or take Various
point enters point carries away
service
Specialized Where From the menu or Brought to Served where the By staff
or in situ the predetermined the customer customer is located or
service customer customer
is located clearing
They are categorized under the 5 customer processes.
A. Table service
The customer is served at a laid table. This type of service, which includes plated service or
silver service is found in many types of restaurants, cafes and in banqueting.
B. Assisted service
The customer is served part of the meal at a table and is required to obtain part through self-
service from some form of display or buffet.
C. Self service
The customer is required to help him or herself from a buffet or counter.

D. Single point service
The customer orders, pays and receives the food and beverage for instance at a counter, at a bar
in licensed premises, in a fast food operation or in a vending machine.
E. Specialized service (service in situ)
The food and drink is taken to where the customer is. This includes tray service in hospitals or
aircraft, trolley service home delivery, lounge and room service.

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The following are meal experience factors:

Customer service in foodservice operations can be defined as being a combination of five

The following are food production methods:

1.5 Food and beverage service methods

2. Time available for the meal.

3. Type of menu presented

4. Site of the establishment

5. Type of customer to be served.

6. Turnover of customers expected

3. Food and beverage service

The service sequence

1. Preparation for service

The customer process

Categorizing the different service methods

Service Service Ordering/selection Service Dining/ Clearing

They are categorized under the 5 customer processes.

The customer is required to help him or herself from a buffet or counter.

E. Specialized service (service in situ)

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