6.1 The Food Service Industry: Market, Concept, and Menu

Flashcards covering market segmentation, operational concepts, and various forms of service in the food service industry.

Between the period of 2015 and 2017, at what annual rate did the gross output value of food and beverage services increase in Malaysia?

It increased by $11.7\%$ per annum.

According to the Department of Statistics, Malaysia, what were the three main contributors to the gross output value of food and beverage services in 2017?

Food services with $\text{RM}67.1\text{ billion}$ ($81.1\%$), beverage services with $\text{RM}8.8\text{ billion}$ ($10.7\%$), and event catering services with $\text{RM}6.8\text{ billion}$ ($8.2\%$).

How many establishments make up the food and beverage industry in Malaysia, and what business category do most belong to?

There are over $8,000$ establishments across the country, comprising mostly Small and Medium Enterprises.

How is "foodservice" defined?

The art of supplying food and beverage services away from home or to the home but prepared elsewhere, encompassing all businesses, institutions, and companies responsible for meals prepared outside the home.

What are the companies that supply foodservice operators called?

Foodservice distributors.

What does the term "market segments" describe in foodservice?

Subgroups of consumers who share a specific set of needs and expectations.

What five components make up market segments in the foodservice industry?

Geographic location, Ethnicity, Price, Age, and Social Class.

What is a "destination restaurant"?

A restaurant that has earned a reputation (for example, for serving wonderful steaks and huge portions) that allows it to draw clientele from relatively great distances.

How does McDonald's gain a competitive advantage through the demographic segment of age?

By targeting children using the Ronald McDonald character, playgrounds, specialized décor, and corporate gifts to children's charities to appeal to young consumers and their parents.

What is the "price-value relationship" in restaurant marketing?

The principle where customers judge pricing not strictly by actual dollars spent, but by the cost in relation to the value received, expecting greater value for higher prices.

What does the term "concept" refer to in a foodservice operation?

The elements in a foodservice operation that contribute to its function as a complete and organized system serving the needs and expectations of its guests.

What are the three basic elements of a foodservice concept?

Location, Hours of operation, and Facility size.

How is facility size measured in a foodservice operation?

By the number of seats and the volume of business conducted by the operation (excluding take-out, delivery, and drive-through windows).

What three criteria must a foodservice location fulfill to be successful?

It must be strategic, accessible, and within the target market area.

What role does "theme" play in a restaurant concept?

It acts as a central element that creates the collective effect of a distinctive total dining experience, often reflecting special interests like rock music or sports celebrities.

What is meant by "form of service"?

The way food and beverages are presented to the guest.

What is "bussing" in table service?

The process of clearing soiled dishes from tables by servers or buspersons/busboys.

What are the main characteristics of American service?

A simplified version of Russian service where food is prepared and dished onto individual plates in the kitchen, then carried into the dining room and served quickly to guests hot and beautifully presented.

What is Russian service, and what is its alternative name?

Also known as Silver Service, it involves cooking and garnishing food in the kitchen, placing it on a serving dish, and serving it individually to guests tableside using a serving spoon and fork.

What is French service, and what piece of equipment characterizes it?

Also called Gueridon Service, it is an expensive and elegant haute cuisine service where food is presented on platters and finished tableside on a gueridon, which is a trolley-like table with a gas burner.

What is the distinguishing factor of buffet service?

Guests must walk to the buffet line or table to obtain their food as a form of self-service, while waiters are primarily there to clear dirty plates.

How is food handled and transported in banquet table service?

Food is transported from a central kitchen either pre-plated in heated carriers or in bulk to an adjacent small serving kitchen to be plated before being served.

How does cafeteria service differ from buffet service?

Cafeteria service features employees 'dishing-up' food for customers at a permanent serving counter in a single-line or free-flowing setup.

What are the primary characteristics of family-style service?

Food is served to tables of $6$, $8$, $12$, or more on a fixed menu, with dishes passed from person to person as in a traditional family dinner.

How is room service structured in terms of availability and pricing?

It is typically a $24$-hour service in hotels or private hospitals where meals are derived from the restaurant's menu with a significant surcharge added.

What sequence occurs during quick counter service in fast-food establishments?

Customers stand at the counter, place their order, pay, wait for the food, and receive their order directly.

How does carhop service operate?

Customers park and remain in their cars while placing orders via intercom or directly to a carhop server, who then brings the food to the vehicle window, presents the check, and collects payment.

How does drive-through service function in quick-service restaurants?

Customers order through a microphone while in their vehicles, drive forward to a window to pay, and receive their meal (sometimes using a two-window system for payment and pickup).