Falinason inc | Foodservice in a consumer business

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Foodservice in a consumer business

• Falinason inc

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Food and beverage business A business operated
to prepare, serve, sell, or provide food for
people to eat
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Segments of the food and beverage industry

• Commercial foodservice
• Institutional foodservice
• Foodservice in a consumer business

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Commercial foodservice Profit-driven businesses
that compete for customers dollars by preparing,
serving, selling, or providing food for immediate
consumption

• Quick Service
• Fast food restaurants
• Cafeteria operations
• Buffet restaurants
• Carry-out

• Full Service
• Fine dining
• Casual
• Catering operations
• Hotel and Club

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Fine dining operations

• Customers are seated at tables, and a server
  takes guests orders.
• Meal selections come from a set menu, with daily
  specials.
• Food and service is of highest quality.
• Prices are consistent with qualityhigh.
• Atmosphere is important.
• Food is cooked to individual order.

• Service is concentrated and the ratio of servers
  to customers is high.
• Dining is enjoyed over an extended period of
  time.
• Chefs are highly qualified and their skills
  contribute to atmosphere.
• These businesses are frequented by only a small
  percentage of population.

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Fast food restaurants

• Facilities and operations are designed for faster
  service.
• Counter service and/or drive-thru window service
  are provided.
• Menu choices are minimal.
• Food preparation time is quick.
• The customer dining area is small.
• Atmosphere does not encourage customers to linger
  over meals.

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Cafeteria operations

• Consists of a long serving line with menu items
  on display
• Customers move their trays along the serving line
  and ask food servers to plate the item they
  select.
• A hot line/side and a cold line/side are often
  provided.
• Dining areas are large to serve large groups.
• Customers get food items, take trays with them,
  and seat themselves.

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Buffet Restaurants

• Food is displayed on special tables that keep the
  food hot or cold.
• Customers get up and down from their tables to
  get the food they want.
• Servers clear the dirty dishes and may provide
  beverage service.
• Buffet service is capable of handling large
  groups of people.

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Theme Restaurants

• Carry out a common theme throughout all parts of
  the operation menu items, décor, servers
  uniforms, and sometimes music are factors in
  setting theme
• Total experience

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Ethnic Restaurants

• Most are independently owned.
• Several notable successful chains
• Serve needs of immigrants in the area and
  customers who want to try something new

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Family Restaurants

• Cater to all members of the family
• Relaxed setting, menu provides for all ages
• Some have salad and dessert bars
• Special menus for children
• All-day menus

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Catering Operations

• Provide food, beverages, and service for special
  occasions
• May have their own location and cater groups
  there, or they may cater to groups at other
  locations
• Coordinate many details and must keep in close
  touch with the customer
• Weather may impact outdoor activities

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Institutional Foodservice Foodservice that is
provided to customers in an institution such as a
hospital, prison, school, or the military

• In-house foodservice
• Contract foodservice

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In-house foodservice A foodservice operation
that is run by the business itself
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Contract foodservice An institutional
foodservice operation that is run by an outside
foodservice agency
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Foodservice in a consumer business (3 types
recreation,retail, and transportation

• A food and beverage business sometimes operates
  within another business.
• The food is not the main purpose of going to
  these attractions or locations, but it enhances
  the experience.
• These businesses have characteristics of both
  institutional and commercial foodservice.
• Examples airports and sports arenas

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Factors affecting location
Location is key factor in marketing mix

• What are demographics of surrounding population?
• Is there growth in immediate area?
• What is existing public infrastructure?
• Does the property/building have good access?
• Is there enough parking?
• Is the property visible from surrounding
  roadways?
• Who are the competitors?

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Foodservice Industry Trends

• Americans eat approximately half of their meals
  away from home.
• When dining at home, Americans want food items
  that are convenient and quick to prepare.
• Take-out continues to be popular.
• Consumers expect high-quality ingredients.
• Theme restaurants make eating out entertaining,
  not just convenient.
• Healthy choices are very important.
• Technology has improved service.

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Advertising in the food and beverage industry

• Smaller operations can target local markets
  through local media.
• National chains use television for broad
  exposure.
• Magazine ads can target specific markets and
  geographic areas.
• Billboards are used to direct tourists to
  businesses in the local area.

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Personal selling in the food and beverage industry

• Suggestive selling is important in any
  restaurant.
• A servers knowledge of the product and
  preparation methods helps the sales process and
  image of the business.
• The one-on-one customer contact generates
  immediate feedback.

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Sales promotion in the food and beverage industry

• Toys in kids meals, t-shirts, and specialty
  glassware
• Temporary plans incorporated to bring customers
  into the business
• Rate cards and informal surveys
• Table tents
• Sales promotions are only as effective as the
  salesperson trying to sell them.

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