1. Food Service
Teaching at ESL Academy
ESL Academy at Computer Systems Institute
Strianese│ Strianese │Wade
Chapter 1
The Importance of Service
Presented by:
Name Danielle Ciccoli
Title Adjunct Instructor
Computer Systems Institute

2. Contents
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Teaching at ESL Academy
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Objectives
Service for the Present and Future
Reasons to Provide Good Service
What Guests Think of Service
What the Hospitality Industry Thinks about Service
Who Is Responsible for Great Service?
Service Defined
What Is Excellent Service?
Shadowing and Training the Service Staff
What Is Poor Service?
The Reason for Poor Service
The Psychology of Service (Egoism)
What Factors Determine Why Guests Go Out to Eat
Being Ubiquitous (everywhere always)
Successful Management (examples?)
The Importance of Service
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3. Objectives
Verbally define service as it relates to the hospitality industry
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Give examples of excellent service based upon your experience
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Teaching at ESL Academy
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List Maslow’s hierarchy and describe its importance in the hospitality industry
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Name the different types of service the dining room manager and banquet manager
may provide
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Write a definition for the word ubiquitous and give an example of it as it relates to
the hospitality industry
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List and explain the qualifications that managers must possess to provide excellent
service
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List and explain the five categories of customers
The Importance of Service
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4. Service for the Present and Future
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Trends that favor the restaurant industry
1.
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Working parents want to share more time with their children
Food Network has created a serious interest in cooking
More Americans are retiring with increased disposable income
Formal white tablecloth restaurants (exclusive in the 1960s)…
are being joined by expensive steak restaurants
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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
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The one difference that will make a restaurant stand out is service
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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
The Importance of Service
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5. Reasons to Provide Good Service
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Guests like to talk to their friends about the service they receive in restaurants
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Positive word of mouth
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Satisfied customers will bring in more customers and increase revenue
Revenue
Smith and Jones Spend $100
= $100.00
Plus
Jones Recommends Restaurant to
Feldman and Guest
Zorn spend $100
Feldman and Guest
Spend $100
Zorn and Guest
Spend $100
Glock and Malary
spend $100
Glock and Guest
spend $100
= $200
The Importance of Service
= $400.00
Total Revenue
Figure 1-1
Repeat business goes on and on
Malary and Guest
spend $100
= $700.00
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6. What Guests Think of Service
Service
The act or manner of serving food or drink
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Friendly service…
is the number one reason families will eat away from home
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Key criteria for choosing a restaurant
1. Service
2. Value
3. Family atmosphere
Historically, poor service has been the biggest complaint about
restaurants
The Importance of Service
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7. What the Hospitality Industry Thinks about Service
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“Customers will forgive mistakes in the kitchen more than
mistakes in bad service”
Teaching at ESL Academy
– Jim Sullivan, Nations Restaurant News
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“Enhance the service experience…”
– Dennis Lombardi, Executive Vice President of Foodservice Strategies
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“More customer recognition”
– Fred Thimm, President of The Palm
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“Excellent service even supercedes the food in the dining
experience”
– Charlie Trotter
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8. Who is Responsible for Great Service?
Too many times, the service person is blamed for good or poor service…
however, the blame or credit falls on the manager
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Setting the tone of the business
The manager should be…
1.
loud and clear to the service staff
2.
caring and concerned about his guests and staff
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“The best bosses are neither exclusively tough nor exclusively tender”
– Authors of A Passion For Excellence
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MBWA
Management By Wandering Around
An effective manager should be where the action is
The Importance of Service
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9. Service Defined
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In the restaurant industry…
service is defined by competence and friendliness
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Competence
Serving food and drinks in the correct manner to the guest
The server should…
1.
know who gets the food
2.
serve women first
3.
remove one course before serving the next
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Friendliness
Making guests feel at home
The service person should…
1.
make guests feel welcome
2.
address the guests by name (if possible)
3.
be professional
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10. What Is Excellent Service?
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Excellent service
Occurs when guests in a restaurant never have to ask for anything
Teaching at ESL Academy
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The service person does everything correctly without the guests
knowing it
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A correctly added check is presented to the guest without having
to be requested (US)
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The service person and the host thank the guest for patronizing the
restaurant
Excellent service is friendliness combined with competency
The Importance of Service
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11. Shadowing and Training the Service Staff
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Shadowing & Training
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Teaching at ESL Academy
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New employees should attend
orientation classes to learn the
company’s…
1.
2.
3.
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Management shadows new employees
Competent employees are approved as
trainers
Newly approved trainers shadow new
employees as they serve the guests
history
philosophy
style
The key to this
system is follow
up 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 tables
After 3 day training
period
Employees are given their
own station
Follow-up
Trainers occasionally correct
mistakes
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12. What is Poor Service?
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Customers stop patronizing restaurants because…
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2.
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food is not served in time
servers do not care (late in bringing checks)
servers are unfriendly (do not smile)
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Poor service is easy to recognize
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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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13. The Reason for Poor Service
Most restaurant failures stem from poor management
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First 30 days are critical
Managers must…
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create a style that dictates the new employees’ work pattern
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conduct formal training sessions
3.
express the restaurant’s philosophy on guest service
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Management must develop a great front of the house…
while maintaining honesty in hosting
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Restaurants must have a standard hiring policy
1.
2.
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Check references
Interview with manager
Trial performance period
Wait staff report on applicant
Written test
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14. The Psychology of Service
Figure 1-4
MASLOW’S HEIRARCHY OF HUMAN NEEDS
Guests feel so good about themselves, they
can do whatever they want
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Self-actualization need
Internal
From
within
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
External
From
restaurant
employees
or outside
factors
Food, shelter, sleep
Psychological need
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15. What Factors Determine Why Guests Go Out to Eat
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Cater-to-me’s
Guests who patronize the restaurant because they are not in the mood to cook
Teaching at ESL Academy
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Socializers
Want to spend time with their family and friends
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Celebrators
Guests on vacation or celebrating a special occasion
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Impulsives
Crave a menu item or are not in the mood to plan a meal
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Busy bees
Guest who are time crunched – work long hours; busy with their stressful jobs
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16. Being Ubiquitous
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Ubiquitous
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Everywhere at the same time
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Banquet managers must…
1.
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4.
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be aware of what is going on in the entire dining room
take responsibility of the party off the host’s shoulders
take care of last minute details
ensure that the party runs smoothly
Service Staff must do their jobs without customers
having to ask
Example: refill water glasses
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17. Successful Management
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A successful manager must…
Teaching at ESL Academy
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know the different types of
service, when to use them and
how to serve properly
under pressure
6.
be in good physical condition
7.
be able to resist temptation
2.
know the proper methods of
beverage service
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be able to deal effectively with
both employees and guests
3.
be personable and have a
genuine fondness for people
9.
know how to train employees
4.
be organized
5.
possess the ability to stay calm
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