Unit 1

History of Food Service Organization

Objectives:

At the end of the chapter, the students should be able to:

Discuss about the foodservice industry

Identify the different foodservice segments; and
Understand the significance of history of the different foodservice segments and relate
it to its operations today.

Hospitality is probably the most diverse but specialized industry in the world. It is certainly
one of the largest, employing millions of people in a bewildering array of jobs around the globe.
Sectors range from the glamorous five-star resort to the less fashionable, but arguably more
specialized, institutional areas such as hospitals, industrial outfits, schools and colleges. Yet of
these many different sectors, foodservice has to be the most challenging. Whatever the size of
the foodservice operation, the variety of opportunities available is endless. “the sky is the limit
with foodservice”.

From the street vendors and caterers of ancient Rome to the modern food service industry,
food service skills have traditionally been taught through apprenticeship. Many colleges offer
food service management programs, but 66 percent of people currently working as servers and
managers hold a high school diploma or less and were trained on the job. Sweeping changes in
how foods shipped stored and prepared mean that food service managers need to use the
newest technological resources and to balance cost-cutting and effective food storage with the
public demand for fresher food with fewer additives and preservatives.

But where did it all began this word restaurant and its etymology?

This word was said to be credited to the famous Monsieur Boulanger, the father of the
modern restaurant, who sold soups at his all-night tavern on the Reu Bailleul. He called these
soups restorantes (restoratives), which is the origin of the word restaurant. The term
restaurant (from the French restaurer, to restore) first appeared in 16 th century, meaning “a
food which restores”, and referred specifically to a rich, high flavoured soup. Howerver,
Boulanger was hardly content to let his culinary repertoire, rest there. In 1767, he challenged
the traiteurs monopoly by creating a soup of sheep’s feet in a white sauce. The traiteurs guild
sued, ant the case went to the French Parliament. Boulanger won, and soon his restaurant, Le
Champ d’ Oiseau, was restoring hundreds of hungry patrons with its succulent, well-prepared
dishes.
 In 1782, The Grand Tavern de Londres, a true restaurant, opened the Rue de Richelieu;
three years later, Aux TroisFveresProvencaux opened near the Palais-Royal. The French
Revolution in 1794 literally caused heads to roll-so much so that the chefs to the former nobility
suddenly had no employment. Some stayed in France to open retaurants and some went to
other parts of Europe; many crossed the Atlantic to America, especially to New Orleans, the only
truly French corner of the New World. Almost all went into the restaurant business.

Restaurants then spread rapidly across the world, with the first in the United States
( Jullien’s Restarator) opening in Boston in 1794. The oldest restaurant with contiguous
operation in the United States, Union Oyster House is also in Boston and has been open since
1826. Most restaurants continued on the standard approach of providing a shared meal on the
table to which customers would then help themselves (Service a la francaise, commonly called
“family style” restaurants), something which encouraged them to eat rather quickly.

Othe options of foodservice operations also emerged in different parts of the continent,
some were left behind but eventually it was discovered:

1. Mr. Joseph Horn and Mr. Frank Hardart launched their restaurant empire in 1888 in a
tiny 15 stool lunchroom in central Philadelphia with $1, 000 borrowed from a family
member and a recipe for coffee. This was the first automat.
2. While most Americans think of fast food in terms of modern chain restaurants, food
historians like to remind us the first “fast food” restaurants were thermopolium,
operated by Ancient Romans. According to John Mariani, American food historian, the
phrase”fast food” was first coined by George G. Foster in 1848. It did not become
popular, however, until the 1960’s when chain restaurants proliferated.
3. According to the food historians, bistros are offshoots of cafes. The menu is generally
the same. The difference? Bistros (Russian for quick) are quick service; cafes are more
leisurely establishments.
4. According to the current edition of Larouse Gastronomique , the first cafes (defined
generally as places selling drinks and snacks) was established in Constantinople in 1550.
It was a coffee house, hence the word “café”.
5. J William Marriott was one of the earliest in flight caterers as a result of innovative
actions by William Kahrl, the manager of a new Marriott Hot Shoppe across the road
from Washington’s Hoover Airport (now Washington National Airport) in the late 1930s.
6. Alongside the railroad station, sometimes part of it, the Harvey House made its
appearance- the first one in 1876, at Topeka. Soon there was one at every larger
railroad stop. Harvey employed pretty, polite, white-aproned, and very competent
waitresses, who lived on the premises. This was the first railroad operation.
7. Salad bars first appeared in the late 1960’s in mid-rise restaurants like Steak and Brew,
featuring bon fide salad fixings to keep customers busy and happy until the real food
came.
 8. Americans had developed a great appetite for beef by the turn of the century, and after
Detroit meat-packer G.H. Hammond brought out the refrigerated railway car in 1871,
chilled carcasses became readily available in the East, though fresh beef was still not
common in the outer reaches of the western frontier. Hence, the first steakhouses.

Below are some of our well-loved restaurants and their developers:

Establishment Developer/Pioneer Year Opened

A&W Roy Allen and Frank Wright 1919
Dairy Queen Thomas Carvel 1934
Mc Donald’s Mo and Dick McDonald 1940
Taco Bell Glen Bell 1962
KFC Harland Sanders 1930
Burger King David Edgerton and James Mclamore 1955
Pizza Hut Dan and Frank Carney 1958
Dunkin’ Donuts William Rosenburg 1950
TGI Friday’s Allan Stillman 1965
Wendy’ Dave Thomas 1969
Red Lobster Bill Darden 1968

In the Philippines, food service became a major breakthrough through the influences of other
countries. Notable restaurants in the Philippines also have humble beginnings:

1. Tony Tan Caktiong and his family opened a Magnolia Ice Cream parlor from Bankerohan, davao
City to Cubao in 1975 with Jollibee as the original name. from the humble ice cream parpor,
Jollibee has become one of the biggest fast-food chains in the world with 1,655 stores
worldwide and total sales of more than US$1 billion. As of 2011, Jollibee Food Corporation had a
total of 2,510 stores worldwide with a system wide retail sales totaling to 82.1 billion pesos for
the fiscal year 2011. With its success, the company bought out their competitors in the fast food
business in the Philippines namely, Jollibee (627), Chowking (377), Greenwhich Pizza (236), Red
Ribbon Bakeshop (194), and Manong Pepe’s (4).
2. After some long decision making on what type business to engage in, Kenneth Sytin and hid
brothers opted to enter the restaurant industry. This lead to the creation of Congo Grille in
1999. That year, the business had as many as 13,000 customers a month and was dubbed “the
fastest growing grill in town”. The chain has plans to build stores overseas, especially in the
United States.
3. In 1945, after World War II, American occupation troops stationed in Quezon City, Philippines
were befriended by Maximo Gimenez, a Stanford University educated teacher. A few came to
his nearby house for a drink or two, until they insisted that they pay for their drinks. This was
the start of what is the max’s Restaurant today.
4. Gerry Apolinario had a way of enjoying delicious food with friends and relatives. In this, he
dreamed of a place of such peasant ambience which he would share with them. After gathering
his folks for organizing, Gerry’s Grill was opened on Valentine’s Day in 1997. Their bestselling
dish however in sisig. Gerry’s Grill has branches all over Luzon, Visayas, and Mindanao.
5. Dennis Nakpil and Dennis Mariano Jr. thought of creating a restaurant that emphasizes certain
Philippine traditions. Their principle was “bringing the BARRIO into the metropolis”. Thus, they
opened in Quezon City in 1991. They named it Dencio’s. dencio is a Philippine variant of Dennis,
the name of the two founders.
 Classification of F&B Service Facilities

Objectives:

At the end of the chapter, the student should be able to:

Describe food and beverage service facility;

List down various types of food and beverage facility;
Understand the difference between a primary and secondary catering establishment;
and
Identify and differentiate between the vast array of currently existing food and beverage
facilities.

As of today, food and beverage service facilities vary as different concepts arise from food
kiosks to luxurious fine dining facilities. These facilities come in different forms and sizes which
will be discussed below.

Food and beverage service is a dynamic industry covering a wide range of job roles. Food
and beverage service facilities could be best described as a catering establishment. A catering
establishment is an organization that provides food and beverages to its patrons or clientele.
Basically, there are two types of catering establishments, the primary and the secondary
catering establishments.

Primary Catering Facilities

These types of establishments are primarily concerned with the provisions of food and beverage
services. The main purpose of existence is to offer food and beverage.

Types of Primary Catering Facilities

1. Hotels – its main purpose is to provide accommodation. But alongside the need for
accommodation, is the need for the provision of food, beverages and other services. Many
foodservice establishments can also be found within a hotel, (specially a five star) some of these
are the coffee shops, room service, banquets, specialty restaurants, grill rooms and cocktail
bars.
2. Restaurants – basically, this establishment is devoted to serving only food and beverages
although other concepts have also been introduced in the business itself.
a. Coffee shops – they offer coffee, snacks and often light meals through to supper items. They
require fast service for the fast turnover of their guests.
b. Fast Food Restaurants – also called quick-service restaurant, it caters to people on the go
 (or working) requiring fast, economical and portable foods.
c. Casual Dining Restaurants – also called bistros, appearance and atmosphere provide an
environment for casual dining where foods are served with waited table service.
d. Bars and Pubs – these establishments are geared to provide service of all types of alcohol
with emphasis on draught beer and good music.
e. Fine Dining Restaurants – these type of establishments requires highly skilled employees for
the superb service they offer, gearing up on ambience, service and excellent food service.

Outdoor catering – also called off-premise catering, this means catering to a large number of people at a
venue of their choice, usually not within the establishment’s premises.

Secondary Catering Facilities

In this type, the provision of food and beverages is part of another business, so basically this is
an allied or support system of the business itself.

Types of Secondary Catering Facilities

1. Club Catering – this refers to the provision of food and beverages to a restricted clientele (club
memebers)
2. Transport Catering – refers to the provision of food and beverages to passengers, before, during
and after a journey on different transport vehicles
a. Airline Catering – caters to airline passengers on flight
b. Railway Catering – caters to railway passengers on trains
 Supervision and Organizational Hierarchy for Restaurant Operations

Objectives:

At the end of the chapter, the student should be able to:

Discuss about the foodservice industry;

Identify the different food service segments; and
Understand the significance of the history of the different foodservice segments and
relate it to its operations today.

Basically, in foodservice operations today, the restaurant operates with different positions,
thereby defining different jobs for different people. Some of them are the following:

1. Food and Beverage Manager: in large operations, the food and beverage manager is
usually responsible for the success of the food and beverage operations from a business
point of view. He or she will responsible for such matters as compiling the menus (in
consultation with the kitchen) to make sure that the required profit margins are
achieved, purchasing food and beverage items and staff recruitment and training. He
ensures that the quality is in relation to the price pain in maintained
2. Restaurant Manager: in operation where there are several bars and restaurants, each
restaurant may have its own manager responsible in the food and beverage manager.
He is responsible for the overall organization of the administration of food and beverage
service areas. They must coordinate a variety of activities, whatever the size or type of
the outlet. Managers are responsible for the business performance of their restaurant,
as well as maintaining high standards of food, service, and health safety.
3. Head Waiter/Supervisor: he is responsible for all the service staff in the restaurant and
fro seeing that all the preparation, service and clearing is efficiently carried out. In
smaller establishments, he or she may also be responsible for taking reservations and
for treating and seating guests. He controls that each crew members’ handles working
material and equipment carefully and gives instructions whenever necessary.
4. Station/Captain Waiter: he is responsible for the service of the station, or group of
tables. He or she takes the orders and carries out the service at the table of the station,
assisted in large establishment by less experienced and less knowledgeable staff.
5. Waiter: they perform duties such as plate’s service of dishes and the service of sauces,
sometimes assisted in the simplest tasks by a trainee. Other cleaning and preparatory
tasks are carried out by the waiter.
6. Commis/Trainee: The assistant of the waiter in serving the guests. He helps in fetching
and carrying items as required.
 7. Wine Waiter: He is responsible for the service of all alcoholic drinks to the tables. He or
she must, of course, have thorough knowledge of the wines.
8. Receptionist: She is responsible to welcome and greet the customer at the entrance and
escorts them to their table.
9. Bartender: He prepares/service beverages according to prescribed standards.
10. Barista: He is responsible for the service of coffee.

But in the classical service, there are only three members of the service team: the busser,
the server, and the captain. Below are the outlined responsibilities:

1. Busser – basically, the busser is responsible for the following:

a. The setup of the station
b. Water, tea and coffee service
c. Bread and butter service
d. Clearing of soiled dishes, glassware and flatware from the tables.
e. Resetting the tables.

Duties and Responsibilities:

a. Clean, wipe and stock the side stand before service with all supplies needed by the
team during service
b. Steam, clean and wipe silverware for the team.
c. Arrange the tables in a proper position in station; arrange chairs in proper position
and 24 inches from the edge of the tables.
d. Ensure the prompt, courteous service of all guests.
e. Serve ice water to guests on requests.
f. Refill low or empty water glasses automatically, without being requested to do so by
either the guest or the captain.
g. Obtain bread and butter for guests at each table as soon as they are seated.
h. Ensure that the adequate ice water, hot coffee, and hot tea are available on the
station during service.
i. Bus dirty tables, using the right hand and stacking the dishes on the left hand.
j. Use a napkin to cover trays of dirty dishes; flatware and glassware being carried into
the kitchen, so that the customers do not see soiled china and glassware.
k. Clear and reset tables as guests leave.
l. Change table linens during service without baring the table.
m. Crumb tables as required between courses.
2. Server – servers are sales representatives. Servers are responsible for the complete
service of food and beverage, catering to all guest needs. Their job consists of three
major aspects.
 a. Represent the operation to the public.
b. Sell foods and beverages and the dining experience to the guests.
c. Deliver what they promised (service skills).

Duties and Responsibilities:

a. Serve and clear food and beverages quietly and professionally in a timely manner, and
using proper serving and clearing techniques.
b. Ensure the setting of proper silverware before the arrival of the food item requiring such
silverware.
c. Enter food orders into the electronic point sale terminal and communicate special
orders in person to the kitchen.
d. Obtain drinks (front server) and food (back server), assisting other members of the
team.
e. Maintain good grooming and personal hygiene.
f. Communicate, cooperate, and coordinate actions with the team members and all other
members of the front and back of the house to ensure professional customer service.
g. Check for personal supplies.
 Corkscrew
 Rectractable ballpoint pens
 Table crumber
 Note pad
 Dupe pad
3. Captain – as a leader of the team. The captain primarily responsible for ensuring that
the guests receive, enjoy their meal and want to return. The captain achieves this goal
by providing guests with the highest possible standard in service.

Duties and Responsibilities

a. The captain must be personable, be a people person, and be able to “read guests
minds” – being at the table before they even wave their hands to get attention.
b. The captain must know the menu in detail – the ingredients, preparation, sauces,
and garnishes – so as to be able to answer guest questions and sell the food better.
c. The suggestive selling of items such as specials, wines, liquors, and desserts is a
prime responsibility of the captain, increasing both check averages and tips.
d. Another part of the captain’s job is to ensure an orderly and staggered seating of
the station so the team can properly serve all customers.

Captains are held responsible for the servicing of all guests in their station, and
therefore they must know where all team members are at all times, what they are
supposed to be doing and approximately how long each task would take.
 Attributes of Food and Beverage Service Personnel

Objectives:

At the end of the chapter, the student should be able to:

List the attributes of the food and beverage service personnel and their
relevance to the industry;
Understand the responsibilitiesmof the food and beverage service
personnel; and
Discuss the significance of the quality of salesmanship among all food
and beverage service personnel.

Customers judge the restaurant, bar, or hotel not only by the quality of food and
facilities, but also by the kind of people who serve them. The service personnel reflect the image
of the company. They must therefore carry themselves in a professional manner to make a good
impression.

Professionalism is a quality that is project in terms of:

1. Physical Projection – appearance, poise, posture, and body language.

a. It is advisable to require employees to wear uniform.
b. Always carry a pleasant smile and positive disposition so that the others will feel more
comfortable and ease with you.
c. They must always be clean; hands are free with nicotine stains and with clean and well-
trimmed nails.
d. Staff should try to avoid any mannerisms they may have.
2. Verbal Projection – quality of speech, diplomacy and tact in the words and expression used,
including tone, volume and non-verbal projections.
a. Speak with clarity. Check if you are understood whenever sending a message.
b. Speak in audible, relaxed and natural manner, maintain conversational tone and volume.
c. Observe right speed, not too fast, not too slow.
d. Make it a habit to use magic words like “May I”, “Do you Mind?”, “Please” and “I’m sorry”.
e. Be honest and accurate in giving information. Do not bluff.
3. Conduct and Behavior – practice of basic courtesy, tolerance for difficult guests ans customers,
compliance to service standards.

Specifically, a waiter/food service should also consider the following points in serving a guest:

Dress
 The waiter in turn is responsible for keeping his uniform in good repair and for having it cleaned
and serviced. The uniform should be tailored properly, should conform to the other uniforms worn
in the dining room in quality as well as style, and be in the general tradition of dining room service.
Shoes must be shined, shirts starched, collar unfrayed, socks cleaned and matching, and so on. No
personal jewelry should be worn in the dining room with the exception of a plain wedding band and
a simple wrist watch.

Grooming
Individuals in food and beverage service cannot appear anymore extreme in their personal
grooming than the most conservative of their guests. As waiter who acts contrarily is, I effect,
making a management decision on what clientele the operation should attract. Female employees
have more latitude, but their hair style should be generally simple, easy to care for, and easy to
clean.

Personal Hygiene
Food and beverage personnel are cleaned and look clean. Hands and nails which are close to the
guest’s food have to be absolutely spotless. If they are stained by nicotine from smoking, the stains
should be removed by lemon juice and the underside if the nails whitened with cosmetic pencil.
Long nails are unacceptable, as they look bizarre and require almost constant cleaning. Perfumes,
strong after-shave lotions, and strong smelling hair oils should not be used. Teeth should be
presentable and clean and the breath sweet-smelling. Only regular professional care and several
daily brushings will guarantee the waiter against offending the customers.
In addition to these more apparent aspects of personal hygiene, food service personnel also
assure the health of the guests by washing hands after using sanitary facilities and by treating and
covering cuts, wounds, and sores with water proof flesh-colored or neutral-color bandages. In the
dining room, personnel should be also careful to avoid sneezing, or excessive nose blowing in front
of the guests, and should, in general, avoid touching face, facial blemishes, hair and underclothing in
the guest’s sight.

Etiquette
General politeness and amiability are obviously expected of food and beverage personnel. All
remarks such as “thank you” and “good morning” should include the guest’s name, title, or the word
“sir” or “madam”. When addressing persons with titles, for example, in a luxury hotel or at a
banquet, the general rule is to use the title or the form most polite in greeting. For example,
ambassador is referred to as “your excellency” when greeting him: “good evening, your excellency.”
After that he is referred to as “sir”. An archbishop, duke or duchess merits an initial “your Grace”
while other titled individuals, with the exception of royalty (“Your Royal Highness”) are addressed
initially as “Your Lordship”. A cardinal is addressed as “ Your Eminence”. All others including knights
(Sir….) judges, military officers, priests are addressed as “sir”, not as “judge” or “captain”.
 In formal dining rooms, it is also polite to refer to the guest in the third person, although this not
necessary. “ Would you like another cocktail, sir?” is an appropriate as “Would the gentleman like
another cocktail?”.

Customer Satisfaction
The food and beverage service staff must see the guests have all they require and are
completely satisfies. In a competitive market place where businesses compete for customers;
customer satisfaction is seen as a key differentiator. They analysis and dissemination of data gives
importance to the guest and ensures that they had a positive experience to the company’s services.
Customer satisfaction is the metric you can use to reduce customer churn. By measuring and
tracking customer satisfaction you can put new processes in place to increase the overall quality of
your customer service.

In the Dining Room

While waiting for the dinner and even while eating, customers notice dining room personnel.
They make no complaints about many things that they observe and do not like.

Unpleasant habits:
1. Yawning
2. Grouping
3. Mannerisms like nail biting, cross arms and lip biting
4. Using sign language with unwanted facial expressions
5. Shouting, giggling, and horse playing
6. Daydreaming
7. Putting hands on pockets
8. Leaning on walls, tables and chairs
9. Staring look
10. Chewing gum
11. Demand for tip
12. Counting tip in view of customers
13. Bluffing customers
14. Reading newspapers or magazines
15. Use of rude or insulting language
16. Leaving one’s station longer than necessary