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Matakuliah : V0162 - Pengantar Industri Hospitality dan
Pariwisata
Tahun
: 2008
The Food Service Industry Industry
(Industri Jasa Boga)
Week 5
Subject
• Reasons for increased demand for food service
(Sebab-sebab meningkatnya permintaan akan jasaboga)
• 5 important characteristics of a food service operation
(5 karakteristik pokok usaha jasaboga)
• Types of food service establishments (Jenis-jenis usaha jasaboga )
• Term of food service (Istilah-istilah jasaboga)
• Food service operations (Usaha-usaha jasaboga dan divisi
jasaboga di hotel)
• Beverage service (Layanan minuman)
Bina Nusantara
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The Food Service Industry
Week 5
Objectives:
On completion of this lesson, the students will be
able to define types of food and beverage service
industry, be able to explain the factors impacting the
increase in demand of food service, and to understand
the terms of food service.
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What is Foodservice?
Week 5
• Foodservice = providing fully prepared foods for
immediate consumption on or off premises
• Foodservice Establishment = those engaged in
providing foodservice
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Why People Dine Out?
Week 5
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•
•
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To escape from boredom
To socialize
To be waited on
To have food and environment different from
those one has at home
• For convenience
• For new experience
• For self-esteem (in case of up-scale restaurant)
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The Increased Demand for F & B Service
Week 5
• Nowadays, more and more people are not willing
to spend the time to cook their own food.
• There is a growing trend in dining out.
• A recent survey revealed that 44% respondents dine out in a quick
service restaurants and 35% ate out in casual restaurants once in a
week. Some households members buy fast food 3 or 4 times a
week.
• Food away from home is becoming a growing part of the world’s
way of life. In America people spend almost 50% of their food
budget on food away from home. By 2010 they are expected to
spend 50% on food service.
Bina Nusantara
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The Increased Demand for F & B Service
Week 5
Factors that push a large portion of households food budget on
food service (food away from home) are:
• Increased discretionary income
• Smaller families (marries couples postpone having children);
less obliged to prepare meals at home and more affordable to
go out to dinner at the end of the day
• Increased propensity to travel
• Changing lifestyles: more people carry their lunches from
home
Bina Nusantara
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The Increased Demand for F & B Service
Week 5
• Food service is available at many locations at low cost
• Family members come home at different times; each has to
prepare their own meals or elect to go to a restaurant to eat
• More people have vehicles and can easily go out for a quick
meal with friends
• More women work outside the home
Bina Nusantara
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Food Service Operations
The “Dining” Market
The “Eating” Market
Food services predominantly
serving customers social
needs (meal eaten with
others)
Food service operations
focusing on customers’
biological needs
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The Dining Food Service
Fine Dining Food Service
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Casual Upscale Dining
Fine Dining Food Service
Week 5
• Dining is predominantly a social event, therefore
the service is highly important
• Servers must be friendly and accurate
• Customers’ demographics are essential
• This distinguished food service operations
generally require 3 combined elements:
– A large market with high income (big city)
– Qualified Personnel: manual labour
– A special devotion from key personnel (owner,
managers)
Bina Nusantara
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Fine Dining Food Service
Week 5
• Guests are older, more highly educated, have high income,
are accustomed to dining out and traveling
• They expect careful, personal service: foods are prepared to
order by highly skilled chefs and delivered by expert servers
• Excellence is the absolute prerequisite because the prices
charged are necessarily high
• The majority of customers are repeat customers who are
maintained very carefully
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Casual Upscale Dining
Week 5
• Currently there is a growing preference for things casual. The
number of people dining at fine dining restaurant is declining.
Some of the reasons are:
– Growing price sensitivity
– The recession
– Health concerns about rich food
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Casual Upscale Dining
Week 5
• Casual dining appeals to consumers on many levels
• Upscale dining constitutes those restaurants that are at the
top end of the casual dining category
• Excellence in food is one of the appeals of these restaurants
• Menus are sophisticated and service is topflight. However,
meals are less time consuming, less elaborate and prices are
significantly lower compared to the fine-dining formal
restaurants.
• Nevertheless, these restaurants deliver professional and
attentive service.
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The Eating Food Service
Week 5
• The eating food service caters primarily to the biological needs
• This category of food service is comprised of:
– Off-premise operations
• Takeaway/ out
• Drive through
• Delivery
– On-premise operations
• Quick-service restaurants
• Mid-scale restaurants
• Casual restaurants
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Takeout
Week 5
• Prepares foods for consumption off premises
• Foods may either be fully prepared in
advance or packaged when ordered by a customer
• Customers take away food and eat somewhere else
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Drive-Through
Week 5
• A customer can drive a vehicle to a window to
obtain and pay for food without ever leaving
the vehicle
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Delivery Food Service
Week 5
• Part of a restaurant service that delivers food to
customers’ homes
• Delivery operations require:
- Vast parking area
- Well trained staff with special proficiency in
telephone contacts
- A large fleet of vehicles with drivers
• Advantage: can be located in less expensive area
Bina Nusantara
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Quick Service Restaurants
Week 5
• They exist in every market of any size
• Quick service food cut across effectively a
variety of demographic groups
• They use unskilled labor that results in very
attractive prices
• They provide quick self service reinforcing speed of
service and lower costs
• They offer limited menus
• They require highly skilled management
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Mid-Scale Restaurants
Week 5
• A type of quick-service operations
• Their production systems are simplified through
the development of specialized menus that
serve to reduce the required employees’ skill
level. This also holds down costs and increases
speed of service
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Mid-Scale Restaurants
Pizza Operations
Family Restaurants
Cafeterias and Buffets
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Family Restaurant
Week 5
• Caters to family groups – parents with children
• Usually include a broad range of menu items
for everyone from child to grandparent
• Price is typically low or moderate
• Informal atmosphere, cheerfully decorated,
bright and well lighted
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Cafeteria
Week 5
• A foodservice establishment that permits the
customer to see the foods available and to
make selections from among those displayed
• Cafeterias impose a great degree of self-service
and food portions are individually
plated and price
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Buffet
Week 5
• Characterized by a long table or counter on
which a selection of varied foods are
attractively displayed on platters, in bowls etc.
• A set price is usually charged for each person
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Pizza Restaurants
Week 5
• Originally a pizza restaurant offers only a single item
• In recent years, pizza restaurants extend their products to appeal to
more customers, such as pizza with thick crust or thin crust,
pecking duck pizza, barbeque chicken pizza, etc.
• The cost of their food product is low
• They labor costs usually low
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Casual Restaurants
Week 5
Characterized by relaxed atmosphere and
reasonably priced menus that appeal to multiple
demographic market segments
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3 Main Types of Casual Restaurants
Entertainment (Theme)
Restaurants
Specialty Restaurants
Ethnic Restaurants
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Specialty
Week 5
• Features foods of a particular type, such as
seafood, pancakes, chicken, vegetables,
steaks, and sandwiches
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Ethnic
Week 5
• Specializes in food associated with
a particular culture such as:
Chinese, Mexican, Greek, German,
Japanese, Italian, Spanish, Thai, Indian
cuisines
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Theme Restaurants
Week 5
A restaurant designed around a particular theme
and such a theme is used or reflected in
every element of the establishment’s ambiance
E.g. Circus Theme, Railroad Cars or Stations,
Automobiles, the Old West, etc
Entertainment restaurants are high investment operations;
Food must be excellent; They are mostly located in
high-population areas and near tourist attractions
Bina Nusantara
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Restaurants as Part of a Hotel
Week 5
• A food and beverage operation in a hotel encompasses
diverse services such as:
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Bina Nusantara
Coffee shop
Dining room
Lounge
Bar and other alcoholic drink services
Room service
Banquet
Cafeteria
Specialty restaurant
Catering
Vending Machine
Night Club
Supper Club
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Five Most Important Characteristics
of a Foodservice Operation
(5 Major distinctive characteristics of a
Foodservice operations)
AMBIANCE
MENU ITEMS
FOOD QUALITY
SERVICE
MENU PRICES
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Menu Item
Week 5
• Menu with a long list of many kind of
dishes. This is common in establishments
open for long hour daily and serve a varied
group of diners
• A very limited menu; such as only 2
appetizers, 3 entrees and 3 desserts
• Specialized menu, such as ethnic or
regional dishes; menu associated with a
particular culture or a particular geographic
area
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Food Quality
Week 5
• Quality of food ingredients used
• The professional skills of those preparing the food
• Time and effort expended on food preparation
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Menu Price
Week 5
• Menu prices can vary greatly from one food service
operation to another
• Some charge low prices and attempt to be
successful by making a small profit on each of a
large number of sales
• Some others charge low prices for very different
reasons, such as providing service for a specific
group of people: employees, students, or hospital
patients
• Some charge high prices to attract a small market
segment consisting of wealthy people or to project
image of the establishment
Bina Nusantara
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Service
Week 5
• Food service operations often differ from
one another on the basis of different
service arrangements which include:
– Table service
– Counter service
– Room service
– Self-service
– Take-out service
– Delivery service
Bina Nusantara
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Ambiance
Week 5
• The aesthetic/ emotional impact of an
establishment on its customers
• Elements producing ambiance are:
– Furnishings
– Lighting
– Sound
– Decorations
– Table settings
– Employees’ appearances and attitude
– Theme
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Restaurant Design
Week 5
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An Outdoor Restaurant
Week 5
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Beverage service
Week 5
• Providing alcoholic and other related beverages
for consumption on premises
• Beverage includes all alcoholic beverages and
any nonalcoholic beverages
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Reasons for Patronizing Beverage Service
Establishment
Week 5
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•
Bina Nusantara
Dining
Seeking Entertainment
Socializing
Discussing Business
Meeting New People
Getting Away from Home
Killing Time
Relaxing
Drinking
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The Focus of Beverage Service Establishments
Week 5
Beverage Service can be Distinguished from one
another on the basis of these focuses:
BEVERAGES
E.g. Bar, Cocktail Lounge,
Inn, Saloon, Tavern
FOOD
E.g. Restaurants
ENTERTAINMENT
E.g. Night Clubs, Piano Bars,
Gambling Casino, Theaters,
Sports Arena
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Food and Beverage Facilities
Week 5
Three Key Topics that are Fundamental to the
Layout and Design of F&B Facilities
PRODUCT LINE
CONCEPT
LEGAL REQUIREMENTS
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CONCEPT
LOCATION
TYPE OF OPERATION
POTENTIAL CUSTOMERS
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PRODUCT LINE
AMBIANCE
FOOD AND BEVERAGES
SERVICES
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Facility Layout and Design
Week 5
• F&B facilities have three main areas:
– Food area, where foods are prepared
• Activities take place within the food area
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Purchasing
Receiving
Storing and Issuing
Producing
Serving
– Dining area, where customers consume
food and beverages
– Beverage area, where beverage products
are prepared
Bina Nusantara
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Facility Layout and Design
Week 5
• Efficient layout and design takes into
account 6 considerations:
– Space
– Equipment
– Lighting
– Ventilation
– Materials flow
– Traffic flow
Bina Nusantara
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Space
Week 5
• The amount of space in the dining area will be
determined by:
– The type of service
– The variety and mix of table sizes
– Decisions about space between tables
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Lighting
Week 5
• Two basic types of lighting:
– Direct lighting  produce shadow
– Indirect lighting  softer and produce no shadow
• E.g. Low lighting level  to create an intimate
atmosphere
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Ventilation
Week 5
• Air pressure in the dining room and other rooms
should be higher than in the kitchen
• If it is the other way around, the smoke and
odors from the kitchen would soon flow into the
dining room
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Materials Flow
Week 5
• Smooth process of food:
– Receiving Area  Storing Area  Issuing Area 
Production Area  Serving Area
• Receiving area should be located near a rear entrance
• Storing and issuing area should be located close to the receiving
area
• Producing area and its equipment should be located close enough to
the storing and issuing area
• Serving area should be close to the finishing area
Bina Nusantara
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Traffic Flow
Week 5
• Traffic aisles should be wide enough to permit the passage of
personnel and equipment
• Working aisles should be wide enough to give employees
sufficient space to move with reasonable freedom as they work
Bina Nusantara
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The Beverage Area
Week 5
• Activities take place within the beverage area
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Purchasing
Receiving
Storing and Issuing
Producing
• Front Bar
• Service Bar
• Special-purpose Bar
– Serving
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THANK YOU AND
HAVE A GOOD DAY
Bina Nusantara
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