FOOD SERVICE INDUSTRY

 

 

     

INTRODUCTION TO FOOD SERVICE INDUSTRY IN INDIA

The food service industry engages itself in the provision of food and beverages, mainly to people who are away from their homes for various reasons. Such people need accommodation with food and beverages if they are away for more than a day and only food and beverages if they are away for a short duration of time. The basic needs of customers for food and beverages are met by the food service industry, which has been associated with lodging ever since people started travelling. People who move out of their homes for various reasons, such as job, education, business, leisure, medical treatment, sports, religion, and so on, depend completely on the food service industry for their meals. The food and beverage (F&B) industry in India traces its roots to the traditional community feasts and the movement of people on pilgrimage thousands of years ago. Most people were on the move primarily for preaching religion and hunting. 

During those days, people took shelter under trees when they were away from their homes and depended on natural sources for their food. Their lives were endangered by wild animals and wayside robbers, which forced them to look for a place that assured them safety, accommodation, and food. Dharamshalas and chatrams came up to protect the lives of travellers from wild animals and robbers. These were buildings where travellers could stay free of cost. Travellers were also provided with stables and sheds for horses and bullock carts, respectively, free of charge. They were given food and accommodation at no cost during the rule of kings. The barter system of transaction was slowly introduced and it motivated people to travel for trade, mainly of livestock, which later expanded to food grains, clothing, tools, and other goods. Traders used to share accommodation with the owner of the house and were given meals and drinks. Mighty regional kings entertained common people and merchants with feasts consisting of a variety of rich dishes, traditional dances, bravery arts, etc., during festivals.

 

 

 

TYPES OF RESTAURANTS AND THEIR CHARACTERISTICS

 

A restaurant is a place where food and beverages are sold and served to customers. There are different types of restaurants that have evolved to meet the dynamic demands of consumers. The lifestyle of people is continuously changing and so are their eating habits. The restaurateur must consider the menu, service hour, mode of service, expenditure potential of the customer, the time the target customers are likely to spend on dining, and so on, to satisfy the changing needs of customers and to sustain themselves in an ever-changing market environment. The following are some well-known types of restaurants and their special characteristics:

    Bistro It is a small restaurant that serves simple, moderately priced meals and wine. The menu consists of dishes that are simple and easily prepared in bulk. Braised meats are typical dishes that are provided in a bistro. It serves coffee as well. The service is informal and quick. It may not have printed menus. Brasserie It is a formal restaurant, which serves drinks, single dishes, and other meals. One can have just a drink or coffee. It extends professional service and presents printed menus. The waiters are in traditional uniform of long apron and waistcoats.

 Coffee shop It is a restaurant that mainly serves snacks and beverages 24 hours a day; however, it may serve all the three meals. Most star hotels have coffee shops to cater to the needs of customers at any time of the day. This coffee shop concept has come from the USA. The service and ambience of the coffee shop are informal. The furniture and service equipment are not very expensive. Tables may have mica, stone, or glass top. Covers are laid on place mats. A ‘cover’ is a term referring to a place setting with necessary cutlery, crockery, and glassware required at the beginning of the service for one person. This term also refers to the seating capacity of a food service area. The cover laid will be simple, with basic cutlery. Most of the dishes ordered by the guests are neatly plated in the kitchen with garnish and placed before the guests. This type of service is termed as American service. The seat turnover is high and the average revenue generated is lower compared to a specialty restaurant or an ethnic restaurant. The staff works in three shifts. The main thrust is on 24-hour operations, quick service, and high seat turnover. In hotels, it is normally located at ground level, fed by the main kitchen and the still room. It may be licensed to serve wines and spirits.

Though the main feature is 24-hour operation, some coffee shops may close early, depending on their location. For example, resorts may close coffee shops by 11 p.m. as the revenue generated after 11 p.m. will be less than the cost involved in operation during that time.

Specialty restaurant It serves specialty dishes which are its strength and contribute to the brand image. It operates during luncheon and dinner hours, between noon and 3 p.m. and between 7 p.m. and 11 p.m. The ambience and décor of the restaurant reflect the theme of the specialty restaurant. It may specialize either in a particular type of food such as fish and chips, pastas, or steaks, or in a particular type of cuisine, for example, Indian, Chinese, Italian, Mediterranean, and so on. The dishes of a particular region of a country or a particular sect of people are also termed as ethnic cuisine. The uniform of the service staff will be according to the tradition of the region or country. The fixtures, designs on the crockery and the menu card, music, and so on, will also depict the region. Uniformed wait staff serves food according to the tradition. The seat turnover in this type of restaurant is low and the average revenue per cover is more compared to a coffee shop. For example, Amaravathi Restaurant in south India specializes in Andhra cuisine.

Fine dining restaurant This kind of restaurant primarily caters to the requirement of the affluent market segment which wants to experience fine dining (see Fig. 1.4). The restaurant may either offer dishes of one particular region or country or exotic dishes from various cuisines, wines, spirits, and digestives. It is open mostly during dinner time. However, it may also operate during luncheon depending on the location. The ambience and décor of the restaurant will be elegant and rich. The furniture is made of teak wood with fine craftsmanship. The dining chair may have arm rest. All the tables will be covered with good quality linen and napkins of contrasting colour or colour that matches the décor will be folded and kept. The glassware chosen will be of fine lead crystal communicating to the guest the beauty of the crockery. The metal chosen for cutlery will be either silver or electroplated nickel silver (EPNS), which will be maintained well at all times. The wait staff employed is skilled and has a sound knowledge of the dishes served. The restaurant employs sommeliers to serve wines and other alcoholic beverages. Uniformed service staff serves the dishes either by silver service or by guéridon service. In silver service, the food is transferred to the guest’s plate using service spoon and fork from the food container. Guéridon service is also known as trolley service, in which the food is either prepared, carved, or flambéed in the presence of the guest on a trolley. These services call for highly skilled staff. The average revenue generated per cover is more compared to other restaurants but at the same time the seat turnover is very low while the labour cost and overheads are at a higher side.

Barbeque restaurant This kind of restaurant specializes in barbeque dishes, both vegetarian and non-vegetarian delicacies. The marinated pieces of meat, poultry, fish, vegetables, paneer, and so on, are inserted into skewers and cooked over live charcoal or electric griller. Frequent basting with marinades and oil is done during cooking, which fills the area with aroma. It serves as an excellent tool of merchandising. The aroma of barbeque dishes and the way they are prepared and presented make people buy them. It is generally located near a swimming pool, roof top, lawn, sea side, and so on, and is open during evening hours. Western and Indian delectable barbeque items may be available. Some barbeque restaurants serve beers

Night club It operates during the night and offers dinner, dance, and live entertainment. Cabarets or floor shows are the main attraction of the night club. Couples can dance on the dance floor to music performed by live bands or to recorded music. Guests are required to wear formal wear. Night clubs levy an entry fee. Dinner and wine are served at the table and guests can have their meal while enjoying the show. In India, some metro cities have night clubs; however, in some states it is not permitted.

Discotheque It operates during night hours. It provides a dance floor for guests to dance on. Special sound and lighting effect is created for an appropriate ambience. Drinks, especially beer, and snacks are made available during the operations. The service is very informal. It is patronized mostly by the youth and couples. Dress code is not insisted upon. It is generally located in secluded places in hotels, so as to avoid disturbance to other guests. The entry is limited to a certain number of guests according to the floor/room capacity and an entry fee is levied.

Ice cream parlour It serves different kinds of ice creams— sundae, coupe, bombe, cassata, and so on These ice creams are stored in ice cream containers and are kept in refrigerated displays with see through glass. Some ice cream manufacturers have introduced sugar-free and cholesterol-free ice creams. The parlours may either be a franchisee or an independent one making its own varieties of ice creams. An outlet is said to be franchised if it is authorized to sell the goods or operate the business according to the directions of the parent company. Ice cream parlours attract customers of all age groups. The seating arrangement and service are very informal. Names of ice creams available are displayed on board with pictures to market the product. Ice creams are served with wafer biscuits and sweet sauces and nuts. Guests may either eat in the premises or have it packed and carry.

Café This is a restaurant of French origin, mainly serving coffee and snacks. The French introduced cafés in the French colonies in India, but served Indian snacks such as vada, samosas , bonda , and so on, along with coffee and pastries. Many restaurateurs in India, especially in the south, name their operations as café even now. These cafés serve Indian snacks and meals, sandwiches, burgers, pizzas, pastries, and beverages. The customers are served at the table following the American style which increases the seat turnover, but the average revenue per cover is low due to the lower pricing of dishes.

Cafeteria The traditional cafeteria system consists of a straight line of counters containing a variety of hot and cold dishes. The customers start at the end of a line, pick up a tray, and move along the length of the counter as they select the dishes they want to have. The cashier who is seated at the end of the counter makes bills for the items selected and collects payment. This is not required if the meals are pre-paid. This form of service is widely followed in institutional and industrial catering establishments.

In modern ‘free flow cafeteria’ system, the counters are segregated according to the type of dishes offered—hot or cold, appetizers, soups, breads, sandwiches, entrées, salads, pastas, and so on. The customers can move at will to any of the service points to select dishes and exit through the payment point. In most cafeteria-style operations in India, guests make payment at the cash counter beforehand for items they want to eat and collect them against the bill at the appropriate counter(s). They may either take away the items or consume them in the dining hall within the premises. The tables have the basic accessories such as cruets, straw holders, napkin dispenser, and water glasses. Water service and the clearance of tables will be done by waiters. Cafeterias are situated in railway stations, cinema halls, shopping complexes, college premises, office premises, and so on, where the guests expect quick service.

Food court It refers to a number of independent food stalls, each serving different items of food. The customers order the food items they want to have and consume them at a common dining area. The types of dishes offered represent local cuisine and dishes that are popular globally. The food court in Spencer’s, Chennai offers south Indian, north Indian, and Chinese delicacies; pastries, sandwiches, salads, pizzas, burgers, ice creams, and beverages are also available. Food courts are found in big shopping complexes, entertainment complexes, amusement parks, airports, and so on, where there is a heavy traffic of customers. It is mostly self-service. Waiters may assist in clearing the table and serving water. Disposable items such as plates, spoons, and forks are extensively used. The average revenue per cover is moderate and affordable by the common man.

Kiosk A kiosk is a small permanent or temporary structure on a sidewalk from which items such as coffee, tea, chocolates, pastries, savouries, and so on, may be sold. The items bought may either be taken away or consumed at tables arranged nearby. Most kiosks do not have seating provision.

Drive-in In a drive-in restaurant, customers drive in, park their vehicles at a parking lot, and remain seated in their vehicles. The waiters go to the customers with menu cards, collect orders, and deliver the food items on specially designed trays and the customers remain parked while they eat.

Pub It mainly serves various kinds of beer, especially draught beer, and snacks. Originally, they were owned by breweries to sell their beers. In India, cities like Bengaluru and Mumbai have some of the finest pubs.

Bar It offers all kinds of spirits such as whisk(e)y, rum, gin, vodka, brandy, tequila, wines, and beers. Hotels and restaurants have a separate licensed area to sell these alcoholic drinks. Snacks are also offered. Hotels may also have an additional bar in the service area/restaurant to dispense wines, beers, and spirits during the service, called a dispense bar.