food service ciccoli d

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Food ServiceESL Academy at Computer Systems InstituteStrianese│ Strianese │Wade

Presented by:Name Danielle CiccoliTitle Adjunct InstructorComputer Systems Institute

Chapter 1The Importance of Service

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Contentso Objectiveso Service for the Present and Futureo Reasons to Provide Good Serviceo What Guests Think of Serviceo What the Hospitality Industry Thinks about Serviceo Who Is Responsible for Great Service?o Service Definedo What Is Excellent Service?o Shadowing and Training the Service Staffo What Is Poor Service?o The Reason for Poor Serviceo The Psychology of Service (Egoism)o What Factors Determine Why Guests Go Out to Eato Being Ubiquitous (everywhere always)o Successful Management (examples?)

The Importance of Service 2

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Objectiveso Verbally define service as it relates to the hospitality industry

o Give examples of excellent service based upon your experience

o List Maslow’s hierarchy and describe its importance in the hospitality industry

o Name the different types of service the dining room manager and banquet manager may provide

o Write a definition for the word ubiquitous and give an example of it as it relates to the hospitality industry

o List and explain the qualifications that managers must possess to provide excellent service

o List and explain the five categories of customers


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Service for the Present and Future

o Trends that favor the restaurant industry1. Working parents want to share more time with their children2. Food Network has created a serious interest in cooking3. More Americans are retiring with increased disposable income

o Formal white tablecloth restaurants (exclusive in the 1960s)…are being joined by expensive steak restaurants

o Customers of McDonalds, Wendy’s, and Burger King are trading to the casual, less formal adult fast food establishments…that provide wait staff table service such as TGI Fridays and Applebees

o The one difference that will make a restaurant stand out is service

o Many businesspeople…choose a banquet facility or a restaurant in which to conduct their meetings

Eating in a restaurant is no longer a special occasion; it is a way of life


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Reasons to Provide Good Serviceo Guests like to talk to their friends about the service they receive

in restaurants

o Positive word of mouth Satisfied customers will bring in more customers and increase revenue


Smith and Jones Spend $100

Jones Recommends Restaurant to

Feldman and Guest Zorn spend $100

Feldman and Guest Spend

$100Zorn and Guest

Spend $100

Glock and Malary spend

$100

Glock and Guest spend

$100

Malary and Guest spend

$100

Revenue

= $100.00

Plus

= $200

= $400.00

Total Revenue = $700.00Figure 1-1Repeat business goes on and on

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What Guests Think of Serviceo Service

The act or manner of serving food or drink

o Friendly service…is the number one reason families will eat away from home

o Key criteria for choosing a restaurant1. Service2. Value3. Family atmosphere

Historically, poor service has been the biggest complaint about restaurants


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What the Hospitality Industry Thinks about Service

o “Customers will forgive mistakes in the kitchen more than mistakes in bad service” – Jim Sullivan, Nations Restaurant News

o “Enhance the service experience…”– Dennis Lombardi, Executive Vice President of Foodservice Strategies

o “More customer recognition” – Fred Thimm, President of The Palm

o “Excellent service even supercedes the food in the dining experience” – Charlie Trotter


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Who is Responsible for Great Service?

o Too many times, the service person is blamed for good or poor service…however, the blame or credit falls on the manager

o Setting the tone of the businessThe manager should be…1. loud and clear to the service staff2. caring and concerned about his guests and staff

o “The best bosses are neither exclusively tough nor exclusively tender” – Authors of A Passion For Excellence

o MBWAManagement By Wandering Around

An effective manager should be where the action is


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Service Definedo In the restaurant industry…

service is defined by competence and friendliness

o CompetenceServing food and drinks in the correct manner to the guestThe server should…1. know who gets the food2. serve women first3. remove one course before serving the next

o FriendlinessMaking guests feel at homeThe service person should…1. make guests feel welcome2. address the guests by name (if possible)3. be professional


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What Is Excellent Service?o Excellent service

Occurs when guests in a restaurant never have to ask for anything

o The service person does everything correctly without the guests knowing it

o A correctly added check is presented to the guest without having to be requested (US)

o The service person and the host thank the guest for patronizing the restaurant

Excellent service is friendliness combined with competency


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Shadowing and Training the Service Staff

o Shadowing & Training 1. Management shadows new

employees2. Competent employees are

approved as trainers3. Newly approved trainers

shadow new employees as they serve the guests

o New employees should attend orientation classes to learn the company’s…1. history2. philosophy3. style

o The key to thissystem is followup and coaching


Sample Training Schedule

Tasks

Day 1 AM:New employees follow and observe trainers for half the day (shadowing)

PM: New employees carry out trays for the trainers/ training is conducted at the trainer’s station (set of tables)

Day 2 New employees have contact with guests, present menu, take orders

Day 3 New employees are assigned to 2 or 3 of the trainer’s tablesAfter 3 day training

periodEmployees are given their own station

Follow-up Trainers occasionally correct mistakes

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What is Poor Service?o Customers stop patronizing restaurants because…

1. food is not served in time2. servers do not care (late in bringing checks)3. servers are unfriendly (do not smile)

o Poor service is easy to recognize

o Ineffective service can be frustrating

“ One unfriendly or non smiling reaction to a customer is enough to turn off that person and send him or her scurrying to the nearest competitor next time” – Charles Bernstein


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The Reason for Poor Serviceo Most restaurant failures stem from poor management

o First 30 days are criticalManagers must…1. create a style that dictates the new employees’ work pattern2. conduct formal training sessions3. express the restaurant’s philosophy on guest service

o Management must develop a great front of the house…while maintaining honesty in hosting

o Restaurants must have a standard hiring policy1. Check references2. Interview with manager3. Trial performance period4. Wait staff report on applicant5. Written test


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The Psychology of Service

The Importance of Service

MASLOW’S HEIRARCHY OF HUMAN NEEDS

Guests feel so good about themselves, they can do whatever they want

Self-actualization need

Management and staff value each guest’s business

Esteem Need

Guest is accepted by peers

Love & belonging need

Food is safe to eat; I will not be robbed if I patronize restaurant

Safety need

Food, shelter, sleep

Psychological need

From within

Internal

External

From restaurant employees or outside factors

Figure 1-4

14

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What Factors Determine Why Guests Go Out to Eat

o Cater-to-me’sGuests who patronize the restaurant because they are not in the mood to cook

o SocializersWant to spend time with their family and friends

o CelebratorsGuests on vacation or celebrating a special occasion

o ImpulsivesCrave a menu item or are not in the mood to plan a meal

o Busy beesGuest who are time crunched – work long hours; busy with their stressful jobs


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Being Ubiquitous

o UbiquitousEverywhere at the same time

o Banquet managers must…1. be aware of what is going on in the entire dining

room2. take responsibility of the party off the host’s

shoulders3. take care of last minute details4. ensure that the party runs smoothly

o Service Staff must do their jobs without customers having to askExample: refill water glasses


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Successful Managemento A successful manager

must…

1. know the different types of service, when to use them and how to serve properly

2. know the proper methods of beverage service

3. be personable and have a genuine fondness for people

4. be organized

5. possess the ability to stay calm under pressure

6. be in good physical condition

7. be able to resist temptation

8. be able to deal effectively with both employees and guests

9. know how to train employees


food service ciccoli d

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