PLANNING & OPERATING VARIOUS FOOD & BEVERAGE OUTLETS

In good star category hotels, generally one or more restaurants or cocktail lounges are clustered conveniently around the lobby area. These and other type of specialised food & beverage outlets such as Speciality Restaurants, Roof Top, Bars, Entertainment Lounges etc. form a part of second more complex category of public spaces. However, these vary so much in quality and character that the program and design of each outlet must be based upon a survey so that each of the outlets is developed individually in accordance to the market rules/ needs and the existing competition.

Designing successful restaurant and bar operations must be based upon recognition of the publics’ changing aspirations and attitudes. For example: many more people are eating outside the conventional meal timings, foregoing their breakfast but taking a larger morning coffee break or putting off dinner for a late evening snack or a meal. Travellers prefer restaurants where elements of self service, buffet lines and salad bars are there to save on the timing and will also prefer outlets not implementing any specific dress codes. These considerations of the guest should form a part of the market analysis, concentrating both on the hotel guests and local clientele too. This needs to be done so that the organisations F&B facilities enjoy the largest possible audience.

CHECKLIST FOR THE DESIGN AND LAYOUT OF F&B OUTLETS (RESTAURANTS):

The following points need to be kept in mind while planning any F&B outlet: 

I)                    Entry

II)                  Host or Maitre d’ Hotel desk

III)                Cashiers Desk (Not in fashion any more)

IV)                Seating Mix

V)                  Kind of Service (Self/ Buffet/ Bar/ Speciality)

VI)                Position of Service Stations.

VII)              Food & Wine Displays

VIII)            Exhibition Cooking

IX)                Level Change

X)                  Entertainment Area

XI)                Kitchen Area

XII)              Service Bar

PLANNING OBJECTIVES OF FOOD & BEVERAGE OUTLETS:

The planning requirements for Food & Beverage outlets and Lounges are as critical as planning for other public areas, but F&B outlets are independent of each other. Following points should be considered for effective organisation and operation:

I)               All food service outlets require direct, close access to the kitchen except the outlets where minor food service takes place. These outlets can be serviced through an attached pantry.

II)                All Beverage outlets require a service back up either to the kitchen or the bar storage area.

III)            All outlets need to be easily located near the public areas. For example, the coffee shop should always be accessible from the lobby.

IV)           Most of the food outlets should have a large bar adjacent to them so that they act as a holding lounge to seat the guests temporarily if the outlets are running full capacity.

V)             Large restaurants and bars should be divided in sections/ stations which can be closed during low occupancy/ slack periods.

VI)            Restaurants and bars should preferably have exterior frontage and direct outside access for local clientele.

The optimum numbers of restaurant and bar seats vary with size, type and location of the hotel and with relative emphasis that the operator gives to that part of the operation. A good rule of the thumb is to provide restaurant seats equal to .75 times the number of guest rooms and similarly the number of bar/ lounge seats can be equal to .5 times the number of guest rooms. This number of allocated seats can be increased/ decreased depending upon further financial and market analysis of the operation.       

RESTAURANT DESIGN OBJECTIVES:

Design objectives follow directly from a clear and well established/ researched operation and market concepts based upon elements such as menu, type of food service, method of beverage service, check handling and the demarcated areas for entertainment. Designers create a desired design treatment taking into consideration factors such as mood, function, layout, finishes, lighting and furnishings etc. depending upon the F&B outlets type and quality level. The budgeted spend/ investment also dictates the type of outlet that will come into existence. For example, the lighting will vary from dim and casual at breakfast towards a more bright and formal during dinner. This can also be accomplished by providing variable lighting or by changing placemats to table linen for different meal timings.

The design for a Hotel Coffee Shop should cover up the following points:

I)                Hostess Desk:  The hostess desk location should be near the entrance so that it is convenient for the hostess/ MDH to notice the guests before they enter/ leave the outlet. The POS/ accounting machines are also places on the hostess desk.     

II)              Separate Sections:       The restaurant is divided into two or more areas/ sections/ stations so that some of the sections can be closed during periods of low occupancy. The coffee shop may further be divided into smoking/ non smoking area (where smoking is still allowed) to allow guests more choice. Further classification/ division can be incorporated based upon cuisine to ease out service.

III)        Flexible Arrangement of Tables:          The tables should be arranged so as to easily accommodate any alteration to easily seat the desired number of guests during large parties or bigger groups.

IV)            Counter Seating:          we should aim to provide about 10% of total seating at the counters to cater to singles/ stags visiting the restaurant.

V)           Buffet Display Areas:   The buffet counters should have nearest accessibility from the seating area. However, the buffets should not interfere in the silver/ plated service if done during any meal period.

VI)            Service Stations:             Service stations need to be allotted for every 20-40 covers. The stations must be conveniently arranged for service yet not being a hindrance in the general operation of the outlet.

VII)           Adaptable Lighting:     The lighting of the area must adapt to the mood to the three meals being served. For example, dinner requires more bright yet formal lighting where as the lighting during lunch timings can be more casual. The lighting arrangements should be such so that it can be altered/ adjusted according to the mood/ timings of the day.

VIII)        Background Music:      The music of any outlet rendering all meal services should be mild and pleasant. It should neither be too loud nor too low and should not make the atmosphere monotonous and boring. The music should complement the food service and the ambience.

IX)           Uniform and Graphics:             The graphics and patterns used in general designing of the outlet should be pleasant to the eyes and denote the concept of the outlet. The uniform of the staff should complement the ambience along with being comfortable for 24 hour use.

Designing objectives are established hypothetically for high priced restaurants. The speciality or signature restaurants may only be opened for dinner although lunch services can also be offered. The mood and decor of such restaurants are primarily developed around the theme, menu and service of the restaurant being developed. Decorative touches such as materials, furnishings, plantings, artefacts, art work, table tops etc. further re-enforce the elements of design and the theme. The design objectives are modified and refined by analysing the market and developing a unique food concept which should include the following:

I)                    Entry Sequence

II)                  Host or Maitre d’ Hotel desk

III)                Focal Point

IV)                Seating Area

V)                  Kind of Service

VI)                Position of Service Stations

VII)              Food & Wine Displays

VIII)            Exhibition Cooking

IX)                Level Change

X)                  Entertainment Area

XI)                Kitchen Area

XII)              Bar/ Holding Bar

XIII)            Lighting

XIV)           Uniform, Table Tops and Graphics

SERVICE AREA:

The service area is one in which the customer comes in contact with the food service establishment. The service area is divided into two distinct sections: ONE IN WHICH FOOD IS DISPLAYED AND DISHED OUT FOR SERVICE AND THE SECOND WHERE IT IS SERVED.

LOCATION:

Service and dining areas as a rule are located adjacent to its kitchen or food production area and the dish-washing area. This may not be possible in some cases such as places where the kitchens are located centrally and the food is distributed to various service points. Therefore the location of food preparation areas is dependent upon the catering policies of the organisation which are further dependent upon the viability of the operations (Dominos Pizza central Kitchen). The guest entrance should be located nearest to the service counters and the staff entry and exit sequence should be located nearest to the clearance areas to avoid cross traffic and to avoid accidents and provide uninterrupted service.

STRUCTURAL DESIGN:

This includes features such as flooring, ceiling, walls and built in furniture etc. It is important to ensure that all flooring is hard wearing, safe in terms of being water and fire resistant and at the same time being decorative. The walls and ceilings should be made of acoustic material so that they absorb any unwanted noises and sounds and making the eating environment peaceful and more enjoyable. The furniture and fittings should be best made of fire proof material which is durable, hard wearing and noiseless when handled. The windows should not be more than 20% of the floor area as far as possible. The doors should be self closing. The general considerations for structural planning of the service areas should consist of the following points:

I)            CLEANLINESS:           The materials used for the construction should be easy to clean and maintain as customers like to be associated with a clean and hygienic eating place.

II)          EASE OF MAINTENANCE:      The materials used for the structure should be hard wearing because of the heavy use that they are going to be put by the staff or customers. Any worn out parts should be easy to replace.

III)             SMOOTH WORK FLOW:           All structure should be planned in such a way so that it provides for smooth flow of work for the personnel who will be using the area, preventing accidents and the areas are rendered safe for use.

IV)          ATTRACTIVENESS:    All the areas exposed to the view of the consumers must be made as attractive as possible in terms of design and decor so as to create an atmosphere of comfort and pleasure.

PLANNING OF SERVICE AREA:

The planning of spaces for service area should concentrate on the following:

I)                SMOOTH FLOW OF WORK:     A smooth flow of work is facilitated through proper arrangement of work counters and placement of equipment in a logical sequence according to projected activities.

II)            MAXIMUM SPACE UTILIZATION:        The spaces need to be planned for multipurpose use, so that the spaces are utilized effectively for service and dining. Structural planning for flooring, walls, doors and light fittings can also be geared up for multiple use.

III)             PROMPT SERVICE TO CUSTOMERS: Efficient and fast service can be established, if main use is limited in the choice and purpose of service equipment used and they are placed at points where replenishment from kitchen is easy as well as dishing out for service does not involve delay.

The main factors around which service areas are planned include space availability, funds in hand and the style of service. Further, the ratio of small to large tables in different food service establishments is as follows:

TYPE OF FACILITY	RATIO OF TABLES
	TABLE FOR 2	TABLE FOR 4	10 TABLES IN EACH CASE
COFFEE SHOP	8	2
OFFICE CANTEEN	7	3
CAFETERIA	6	4
COLLEGE DINING HALL	3	7
SCHOOL LUNCH FLOOR	1	9
UNIVERSITY CANTEEN	8	2

NUMBER AND TYPE OF USERS:

The number of customers to be served together at any given point of time determines the arrangement of the service area. Larger the number of the guests to be served at a particular time, larger is the space requirement for accommodating them. The customer turnover rates are affected by the choice of food, time at customers’ disposal and the method of service. The average time spent by the consumers at different meal timings can be summarized in the below chart:

MEAL	TIME FOR EATING (IN MINUTES)
BREAKFAST	15-20
LUNCH	20-30
SNACKS	15-25
DINNER	30-50

PERCENTAGE OF VACANT DINING SEATS:

SERVICE	R E D U C I N G	PERCENTAGE OF VACANT SEATS EXPECTED
TABLE SERVICE		20	VARIANCE = +/- 2%
CAFETERIA SERVICE		12-15
COUNTER SERVICE		10-12
SELF SERVICE		8-10

The percentage may vary +/- 2% depending upon:

I)                 Customers coming in at different times.

II)                People arriving in a group of odd numbers.

III)             Large group of people who are difficult to accommodate even by joining tables together. The table sizes may be unsuitable for accommodating exact numbers.

NUMBER, TYPE AND SIZE OF EQUIPMENTS:

The total number of meals served at any time and the menu composition helps to determine the quantities of various dishes to be produced. The type and size of the holding and re-heating/ finishing equipments is also necessary in deciding the layout of the service area. For waiter service, the equipment is restricted to a side board for storage of the table appointments and the likes. Trolleys may be arranged for salads and desserts to be wheeled to individual table for service. All the food handling equipment remains in the food preparation areas which can be partly in the view of the customers.

NUMBER OF SERVING STAFF:

Waiting staff requires certain skills and therefore the number of staff required and consequently employed has to be closely monitored and maintained in accordance to the services being offered to the customers, as the labour costs are fairly high and relatively fixed. The space available also determines how many skilled staff are employed and vice-versa, the number of staff are also determined by the number of customers to be served at one time and also the composition of the menu.

DIMENSIONS FOR SERVICE AREA:

Some of the guidelines are established for the area requirements for different types of food services. Some of the guidelines related to the space requirement is defined below:

TYPE OF ESTABLISHMENT	SPACE REQUIREMENT
LUNCH ROOM (SEATING OF YOUNG CHILDREN)	.75 m2
ADULT SEATING	1.15 m2
FORMAL BANQUET SERVICE	7.0 m2
COMMERCIAL CAFETERIA	1.5- 1.65 m2
COLLEGE CAFETERIA	1.1- 1.4 m2
SCHOOL LUNCH ROOM	.85- 1.10 m2
TABLE SERVICE IN COLLEGE	1.1- 1.5 m2
COUNTER SERVICE	1.7- 2.0 m2
TABLE SERVICE	1.4- 1.7 m2
MINIMUM FOR TABLE SERVICE	1.1- 3.0 m2

Table sizes too vary depending upon the style of service in an establishment. For waiter service, it is difficult to serve a table that is more than 1.1 to 2.0 metres long. For counter service, the width of the counter may vary from 40-75 cms. along with the space allowance of 50-60 cm/ seat (approx.)is given. In self service cafeteria where the guest is expected to carry their own plates to the table, the tables provided should meet the size requirement which can easily accommodate the required number of trays of a particular size. The planning and organisation of serving or dining area should aim at preserving food quality, avoiding any foreseeable problems and maintaining standards of environmental hygiene.

DECOR OF SERVICE AND DINING AREAS:

Decor forms an integral part of all living areas. The decor plays on the psyche of the consumers and produces different emotional reactions. Use of soft lighting, different colour flowers, plants, music etc. can help to create an atmosphere in the restaurant, coffee shop or a bar producing an effect of spaciousness which can be an asset to any service area as it helps the consumer to feel comfortable in small spaces and at the same time reduce the capital investment for the owner/ investor.

LOUNGE AND BAR DESIGN OBJECTIVES:

Similar to the restaurants, hotel operators have formulated/ established bar and lounge designing concepts. The architect prepares the initial plans to accommodate the laid down requirements and the interior designer develops the theme/ concept which fully includes the various fixtures/ furnishings, which can be even more than the restaurant. The lounge area varies much more extensively between different types of hotels. In a downtown property, the primary beverage outlet might be given quite a luxuriously finished lobby whereas in a resort or a casino property, it may be an action oriented entertainment lounge with a major night focus. The entertainment lounges and the consecutively attached night life is usually based on the opposite what the local market has to offer so that extra choices can be offered to the hotels clientele. It becomes especially important that the designer is given a clear set of instructions for creating an area worthy of the property. The designer should attempt to incorporate the following points for setting up the bars/ lounges:

I)             VISIBILITY:   An open area should be provided that is visible to the hotel guests and visitors alike.

II)         SEATING:    The bar/ lounge should be primarily furnished with lounge seating sofas, lounge chairs and tables or with a combination of lounge and bar seating and providing a few seats at the bar counter.

III)        SERVICE BAR:  The service bar acts as a storage area for the beverages that act as a backup when the stocks may run out depending upon better consumption than estimated. This setup can be created in the back area.

IV)      ENTERTAINMENT:  An area can be specified for placing a piano or any other limited entertainment facilities.

V)         FOOD SERVICE:  Area for limited food service should be created. This area should be large enough to gather stuff for preparing Continental breakfast (if the need arises), Snacks or Hors d’ oeuvres etc.

The second beverage outlet in the hotel can be a cocktail lounge with more emphasis given on entertainment (for example:- Discotheques or Pubs). These setups can consist of high decibel music components and the decor should be such so as to reduce the noise levels that may emanate from here. Food service is limited and usually bite sized so as to go well with the drinks on offer. Further these places can have flexible entertainment with options of playing recorded or live music to cater to the different group of patrons. At designer level, the layout and design of the entertainment lounges should consider the following:

I)          ENTRY SEQUENCE:    Develop an enclosed entrance to maintain an adequate and usual separation between lounge and hotel circulation areas.

II)       BAR:    The bar should constitute about 10-20% of the lounge area. The lounge should provide for a bar that is visible from the entrance and should be situated as such so that the guests can view the performances, provide pick up stations for servers and should have a storage area for the consumables.

III)       ENTERTAINMENT AREA:       The entertainment area should be 50-60% of the total area as at least half of the guests are going to be involved with the entertainment. Addition of a platform/ stage will enhance the view of the performers for the guest.

IV)      LOUNGE AREA:          The lounge area should be 20-30% of the total area. The lounge area should be designed in such a way that the guests who like seclusion can sit and enjoy quietly without being disturbed by the entertainment if they so desire. The lounge area should have soft and low seating.

V)       LIGHTING:       Flexible lighting should be installed with controls at the bar so that the lighting could be altered according to the mood/ occasion. The controls for the stage lighting and the dance floor should also be incorporated.     

VI)      SOUND SYSTEM:        A complete sound system with adequate amplification should form a part of the planning with the speakers focussed on the dance floor areas.

MENU AND CONSIDERATIONS IN MENU PLANNING:

A menu is a statement of the food and beverages that are made available by the food service establishment based upon the needs and demands of the market and are designed to achieve the organisational objectives, which may be summed as follows:

                       PROFIT

            CUSTOMER SATISFACTION

The menu forms a focal point around which all the components of the food service are centred. The menu is also known as the “BILL OF FARE”.

MENU PLANNING:

Menu planning is a process through which the menu is decided taking into view all the aspects of the food service system. It involves the selection of food and beverage items that are acceptable from the viewpoint of both the management and the consumers. Careful menu planning will result in consumer satisfaction, employee motivation and ultimately success of the management. Various factors that need to be considered while planning menus can be enumerated under the following aspects:

I)                    MANAGEMENT’S VIEWPOINT

II)                  CUSTOMER’S VIEWPOINT

I)                    MANAGEMENT’S VIEWPOINT:-

a)    Organisational Goals and Objectives:        The primary considerations in menu planning are whether the menu confirms to the goals and objectives of the operation. The menu should reflect the purpose of the organisation and the existence of the food service as an operation. For example: The menus planned for the hospital will be entirely different from the menus planned for the restaurant.

b)   Budgets:    The budgets are an extremely important part/ factor in menu planning. The amount of money that can be spent depends upon the desired income from the sales and the relative food cost percentage, the location of the facility, the type of service and several other dependant factors. The menu planning requires careful consideration of the relative cost of food along with the level of service and equipments used. Economic constraints such as inflation lead to considerable impact on the availability of specific items. Careful planning with a blend of planning efficiency and creativity are important attributes for a successful menu construction. Depending upon the type of food service, budgets are normally projected as follows:

i)                     On the basis of costs of serving actual number of residents.

ii)                   On the basis of capital allowances for the expected number of consumers.

iii)                  By forecasting the number of consumers during a specific period of time.

        THE FOOD COST PERCENTAGE IS ALSO A VALUABLE TOOL IN DETERMINING BUDGETS.

c)   Market Conditions: Raw food products are the primary resource for any food service operation and are subjected to seasonal fluctuations which have an enormous impact on demand and supply. Favourable weather conditions may result in abundance of the produce at a lower price. On the other hand, adverse climatic conditions may cause severe shortages and consequently higher prices. This factor is of primary importance where menus are planned particularly for long time periods. The menus should be planned in such a way so as to take maximum advantage of the seasonal availability or non- availability of food produce. The location of the food service operation and its accessibility in the market also affects menu planning.

d)     Physical Facilities and Equipment:      The physical facilities and the plan of the food service along with the equipments it contains; dictates the type of menu that may be planned and vice-versa. It may not be possible to include a particular menu item or a variety of menu items over a period of time, based upon the facilities and available research. The proper type of equipment as well as its sequential arrangement in the facility results in a smooth operation and less fatigue for the employees. Efficient menu planning requires a well balanced approach towards the utilization of materials, equipments and employees. Efficient use of the equipments also helps to increase their lifecycle. The size and capacity of the equipment available also plays an important role in the menu planning exercise. Lack or insufficient number of certain equipments may lead to partial or complete omission of profitable and popular foods. Careful assessment of the equipment available along with the capacity and performance helps in a menu that gels well with the aspirations of the consumers and the management alike.

e)       Personnel Skills:    Elegant menu items requiring specific skills can’t be included if trained personnel are not available. In most restaurants, the chef plays an important role in the success and the popularity of the operation. The prospective employees’ availability and capability should be considered while planning menus. Skilled and hard working staff members should be utilized efficiently without overloading them. Employee availability during a particular time period/ business cycle also affects the type and variety of items that can be offered. Under utilization of employee skills may result in high labour costs, lack of employee motivation, low productivity and high turnover rates. Attracting, training and retaining good employees is very difficult and may make a difference between making a profit or a loss.

f)        Type of Production and Service Sub- Systems:   The type of production systems has a great deal of impact on the items that can be introduced in the menu. The time lag between the production and service is very critical. In systems where the food is cooked and chilled or frozen and re chauffed for service, there is a great limitation on the food items that can be prepared and served. The amount of time required for service is also very important. For example: In large multi- storey hospitals, the time between the assembly and service may be so long that that foods like ice creams and omelettes can’t be introduced. Thus menu choices are also based on the type of food service operation. A menu item that is suitable for one food service operation may not be appropriate for another.

II)                  CUSTOMERS VIEWPOINT: The following factors are directly related to the customers’ needs and taste and therefore, need to be considered while planning menus.

a)       Nutritional Requirements:  Almost every type of food service is starting to put a high priority on meeting the nutritional value needs of its customers. Meeting nutritional needs in institutions such as hospitals, nursing homes and schools is extremely important and must be given top priority while planning menus. Commercial food services are now beginning to give nutritional menus and nutrition a serious thought in the meals that they offer.  An essential guide for planning nutritional menus is a table of RECOMMENDED DIETARY ALLOWANCE (RDA) for different ages and sex groups. The RDA charts are put in public domain by INDIAN COUNCIL OF MEDICAL RESEARCH (ICMR) and are updated on a regular basis. In food service management, the growing nutritional concerns amongst different consumers have resulted in a careful assessment of menu item portions sizes which are served by many institutional and commercial food service operations. When planning menus based upon nutritional requirements, consumer needs and wants should too be taken into consideration. Many restaurants and Quick Service Restaurants (QSR)/ Fast Food chains have started providing nutritional value information of the meals that they are serving along with suggestions how the nutritional value of the meals be balanced by adding/ subtracting certain items available in the menu. The menu should meet the nutritional needs of the patrons as well as those requirements set by the agencies, restaurants and other commercial food service operation, offering balanced nutritious food may prove to be valuable assets to selected segments of the population. Inclusion of salads, fruits and vegetables provide for nutritious meals as well as for making menus more appealing. At industrial food service operations, meals should be nutritious which is extremely important for the workers.

b)    Food Habits & Preferences:   No matter how sophisticated the preparation methods are or how attractively the food is served, the menu is of little practical value if the food being served is not liked by accepted by the patrons. Food habits can be a way by which any individual acts socially and culturally. This has an effect on the food being chosen and consumed in the community. The food preferences are based on sensory, social, psychological, religious, emotional, preparation and other related factors. Food habits and food acceptances learnt, acquired and finally become a part of one’s self. Food habits become a strong form of individual self- expression.      

c)     Food Characteristics:   The characteristics of the food which include their sensory properties play an important role in their acceptance. The most important food characteristics can be summed as follows:

a.     Colour:      Interesting and coordinating colour combination helps in the acceptance of the food and to an extent indirectly help to stimulate the appetite. Colour also emphasizes the variety that is on offer for selection. The visual aspects of the food are enhanced by adding pictures of the food on offer. Bright and attractive/ desirable food combinations add to menu attractiveness. Garnishing and plate decorations along with attractive counter displays add colour and should be considered while planning menus.

b.    Texture and Shape:            The texture and shape of the food also affects consumers’ preferences. A desirable combination of soft and hard textured items on the menu is essential. Certain combinations of food items go well together. Vegetables cut in different shapes and sizes add to a greater eye appeal and tend to break the monotony. Consistency, flavour, methods of preparation, serving temperature, presentation and combination of all types of content help in making an effective menu.

A profitable Food & Beverage operation has to consider all the mentioned factors and considering the relevant/ prevalent market conditions. It’s very important to mention that to succeed in any business, one has to be consistent and persistent for a long period of time.