Hospitality services are one of the most dynamic business groups in the food and beverage industry. The roots of the modern banquet menu go back to the medieval period of European history.
PRESIDENT GEORGE WASHINGTON ,
PRESIDENT THOMAS JEFFERSON ,
Similar to the twentieth-century adaptations to French cuisine known as novelle cuisine, these changes were in response to the rich stocks, sauces, and theatrical pièces montées of the eighteenth century. Jefferson's fascination with French cuisine extended to the equipment used to prepare and serve it, and he purchased a large quantity of cookware and bakeware in Paris.
PRESIDENT JOHN QUINCY ADAMS ,
PRESIDENT JOHN TYLER ,
PRESIDENT JAMES BUCHANAN ,
PRESIDENT ABRAHAM LINCOLN ,
Dinde rôtie Dinde désossée Poulet rôti Caille Poulet Pâtés de cerf Pâté ou canard en gelée. Nougat Orange Caramel à la Crème Fantaisie Bonbon Coco Macaron Gâteaux et Tartelettes au Chocolat Biscuit Amande Belle Alliance Dame Blanche Tarte Macaron Tarte Nelson Tarte Orléans Tarte Portugaise Tarte Viennoise Gelées et Crèmes.
PRESIDENT ULYSSES S. GRANT ,
PRESIDENT FRANKLIN ROOSEVELT ,
THE KENNEDY PERIOD ,
Woodcock is a small game bird that was common on the East Coast of the United States. His simplification of the menu and emphasis on wines were important elements in the development of a banquet style that prevailed over the next 165 years of White House functions.
LOCATION ,
Restaurants in rural areas with low population density cannot expect an immediate high volume of catering activity. The location of the catering facility plays an important role in determining the type of catering services it offers.
CUSTOMER PROFILE ,
In addition, places such as museums, concert halls and historical sites offer interesting venues for event catering for both local businesses and conventions. Areas of high population density provide a variety of catering options that steadily increase in volume through referrals and reputation.
STYLE OR CONCEPT ,
FACILITIES ,
The restaurant floor plan in Figure 2.1 outlines flexible catering space for a full-service restaurant operation. When management continues to reject the hospitality business, a trade-off must be made on how the restaurant can balance catering development with full-service dining.
CUISINE AND MENU ,
Many restaurants that offer on-site catering plan large celebrations such as weddings, anniversaries, luncheons and dinners on days and times when the restaurant is not otherwise open. The kitchen design must be flexible, so that volume production can take place at the same time as à la carte restaurant service.
OFF-PREMISE CATERING ,
Several problems should be anticipated with respect to off-premises facilities where final production and service for functions takes place. Equipment and food must be transported to and from the site of operation.
TAKEOUT ,
These are complemented by a number of meeting rooms, some adjacent to the main ballroom area and some located in other parts of the hotel. Customers who plan business functions regularly are familiar with the hotel's catering staff and services.
OFF-PREMISE ,
However, customers planning social events on a one-off basis require more personal guidance during much of the planning phase.
Catering Halls
Courtesy of The Baur au Lac Hotel, Zurich, Switzerland). such as weddings and design the landscape and building to enhance such events. The customer target market for catering halls, like that for hotels, is based on the social, business and economic profile of the community.
MENU DUPLICATION ,
The choice of main course should be limited, if possible, to three or four courses on any given day. There are two choices of vegetables – one suitable for meat dishes, the other more suitable for poultry and fish – but both are acceptable for any main course choice.
Private Clubs
These are some of the factors a business should consider before deciding which catering services to offer. The results of the market research are analyzed according to the needs of the potential company.
Customer
A survey of community organizations that sponsor fundraising functions for charitable programs allows potential caterers to assess the need for catering services for private parties. A survey of hotels, conference and convention centers and the Chamber of Commerce identifies the level of group meeting and conference business.
Competition
AVAILABILITY ,
Tenting is used for sporting events in open areas or to create a function space next to private homes, museums and other venues.
SERVICE ,
Community
Labor
Location
FEASIBILITY STATEMENT ,
The main goals of the marketing process are (1) to identify trends in cuisine, entertainment, customer lifestyles, and other trends shaping customer needs, and (2) to develop products and services that respond to those needs. needs. The American Marketing Association defines marketing as “the process of planning and executing the concept, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that meet individual and organizational goals.”1.
IDENTIFY CUSTOMER NEEDS ,
CREATE A PRODUCT OR SERVICE ,
DEVELOP CUSTOMER INTEREST ,
EVALUATE SUCCESS ,
PRODUCT ,
PLACE ,
PROMOTION ,
PRICE ,
The dinner function shown in Figure 4.8 is set for 180 guests as a black-tie gala dinner in the dining room of a mountain retreat in Switzerland. The wedding reception plan in Figure 4.14 from Blackstone Caterers, Newport, Rhode Island, offers an extensive list of services ranging from themed receptions to limousine transportation.
The Royal Hotel
Small hospitality businesses, in particular, often find the details of the business the most difficult part of managing operations. Software systems offer a wide range of management options for accounting systems and contract and function booking management, along with sales and marketing activities.
Deluxe Wedding Package
Photo courtesy of Corbis Digital Stock). terminals, keyboards, and printers, independent catering operations may limit their investment to a microcomputer, software programs, a laser printer, and a modem. Restaurants entering the catering business can integrate compatible catering management software programs into their existing systems.
MARKETING ,
Additional comments can be inserted into the body of the text to increase the personal tone of the letter. In this case, the menu is marked along with the date, time and location of the function.
CATERING CUSTOMER COMMENT FORM
EVENT INFORMATION AND REPORTS ,
PURCHASING ,
COST ANALYSIS ,
ACCOUNTS RECEIVABLE ,
FORECASTING ,
REPORTING FORMS ,
DESKTOP PUBLISHING ,
The use of computer software programs for catering sales and marketing has a number of advantages. Food production capabilities identify menu items within the kitchen that can be successfully produced for catering services based on the equipment available and the skill level of the production staff.
Menu Formats
Selection of menu items is based on the skill levels of the kitchen production staff along with management's goals and objectives for the overall catering business. The commercial adaptation of the classic dinner menu format most commonly used by catering services is shown in Figure 5.2.
FRENCH SERVICE ,
Today's catering breakfast menu reflects both current trends in meal planning and healthy eating. Determining the level and type of table service that a catering service provides as a daily standard of operation is necessary for the menu development process.
RUSSIAN SERVICE ,
Table preparations require table captains to be properly trained so that these menu items match the quality of the balance of the menu when served from the kitchen.
AMERICAN SERVICE ,
BUFFET SERVICE ,
Price Range
Being able to serve the same menu items within a certain period of time in a closed setting, for a fixed price per person, is the starting point when selecting menu items for catering menus. The item is available for purchase at a price that results in a total food cost that yields an acceptable food cost percentage.
Cuisine
A seasonal winter menu may focus on one of the groups of menu items shown in Figure 5.14. The ability of both service and kitchen staff to produce the necessary menu items is fundamental to the success of the menu program.
INGREDIENTS ,
Quick-cooled food products can be easily transported over long distances and stored for longer periods of time. Sous vide food products are put into production by placing them in hot water for a certain cooking period.
WEIGHTS AND MEASURES ,
DIRECTIONS ,
YIELD ,
Choose a baking dish that is just large enough to hold twelve chicken breasts, chicken breasts in a single layer. Sprinkle with lemon juice and add enough 11⁄2qt 1.5 L chicken stock, cold chicken stock, to barely cover the chicken.
PRODUCTION SHEET ,
After production, the actual number of items served as well as the actual food cost are entered in the appropriate columns. The completed production sheet in Figure 6.9 details the actual food cost, revenue and food cost percentages for the meal period.
SALES-MIX EVALUATION ,
Plate architecture is designed by the actual placement of food items on the plate. A photo of the finished plate design accompanies the recipe card as a guide to the final step of the production process.
STANDARD RECIPES ,
Current fluctuations in the prices of staple menu items such as beef and fish can be identified and steps can be taken to restructure menus to account for rising food costs. Bars either have a regional theme, such as Caribbean or Southwestern, or focus on a particular type of liquor or drink, such as martinis, margaritas, or vodkas.
PRESENTATION ,
The point at which the revenue line crosses the total cost line is the break-even point—the point at which revenue has covered costs and can become a profit. It is now possible to estimate future catering bookings and predict how much additional revenue needs to be booked, or understand the value of current bookings in relation to the overall profitability of the business.
Menu Pricing
To calculate the break-even point, the variable interest rate and the contribution rate must be known. The break-even point is then calculated by dividing the contribution rate by the total fixed costs.
FIXED PRICE, OR TABLE D’HÔTE ,
A service message at the bottom of the menu page informs guests of an optional location setting fee and that tips and taxes are not included in the per person price. The menu in Figure 7-6 lists five breakfast menus for an inclusive price per person and offers an upsell option for each menu for the first course.
MIXED PRICING, OR SEMI À LA CARTE ,
Chef's choice of two hot pastas—. One vegetarian and one with meat Italian bread and butter New York Style Cheesecake. Courtesy of The Peabody Hotel, Orlando, Florida). with cinnamon whipped cream, strawberries and maple syrup.
INDIVIDUAL COURSE PRICING, OR À LA CARTE ,
The à la carte menu program in Figure 7.10, from the Opryland Hotel in Nashville, Tennessee, allows guests to design their own menu by first selecting an entree item from the appropriate lunch or dinner menu and then entrée , salad and dessert to choose from a separate list. Catering menu prices should reflect the total cost of the operation as well as the desired profit.
ACTUAL-COST METHOD ,
Customers must make a value judgment about whether to spend a larger or smaller amount on a food menu. As discussed on page 156, costs and profits must be considered in order to arrive at food menu prices that generate sufficient revenue to allow profit as well as cover costs.
FOOD-COST-PERCENTAGE METHOD ,
By dividing the food cost by the food cost percentage, the new selling price can be calculated. The food cost percentage can be calculated by dividing the food cost by the selling price.
FACTOR PRICING ,
By raising prices on an individual menu basis, management may lose track of the menu's price range. Management should review the entire menu to determine which surrounding items can be substituted to reduce the overall food cost of the menu.
FOOD-COST REVIEW ,
Shrinking profit margins require managers to be constantly aware of the percentage of the selling price that costs represent. Management recognition of the value perceived for menus is critical to maintaining a successful menu pricing program.
SALES MIX AND CONTRIBUTION TO PROFIT ,
The wedding reception plan shown in Figure 7.19 includes a five-hour open bar, a champagne toast, a selection of hors d'oeuvres, a. The price per person for these receptions is based on the packaging of all sales prices and gratuities, as shown in Figure 7.21.
