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    Mikhailov NN Angliiskii Iazyk Dlia Napravlenii Servis I Turi

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    Mikhailov NN Angliiskii Iazyk Dlia Napravlenii Servis I Turi

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    Mikhailov NN Angliiskii Iazyk Dlia Napravlenii Servis I Turi

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    Te Moreno Mes EL Te pert d H. H. Muxannos PN CUB Ee ee etd :] Com mae Ei ENGLISH FOR STUDENTS OF HOSPITALITY AND Ss BAKAJIABPHAT (ode AEN AN 81.432,124F1 + MED pucwee npomeccnoHanbuoe O6paz30BaHune BAKAJIABPWAT H. H. MAXAMIOB AHTAMUCKUM A3bIK MIA HANPABJIEHMUM «CEPBUC» WU «TYPH3M> N.N. MIKHATLOV ENGLISH FOR STUDENTS OF HOSPITALITY AND TOURISM INDUSTRIES Yuebnux a9 cmydenmoe yypexdenuit abicweeo npogeccuonanssozo o6pasoeanun 5-e wananne, crepeotwntoe fj ACADEMA MocKBa HsaateabcKni weHTp «AKagemHay 2011 65.43.073-7 YIUK 802.0+379.85 BBK 81.2 Anra-923 M69 CLTGIOY Pewensent: kananaar bnonormseckix Hayk 10, B. Konouio Muxaiinos H.H. M69 AHriMiicknit A3bIK Id Harpapsiennit «Cepsuc» 1 «Typ3M> = English for Students of Hospitality and Tourism Industries : yueOHUK WIA CTYZ. yupexkieHHit BbICUI. Mpoc. O6pazoBaHusa / H.H. Muxaiinos. — 5-e u3a., crep. — M.: MsaarenpcKuii ueHTp «Akanemua», 2011. — 160 c. — (Cep. Bakanaspuat). ISBN 978-5-7695-8004-8 YueGuux cosnaH B cooTBeTcTBHH C PenepanbHbIMH rocyaapeTBeHHBIMM oOpasonarerbHKIMH CTaHapTaMH NO HanpaBneHHaM noarotosKH 100100 — Cepane 100400 — Typusm (knanncukauns <6axanasp»). YaeGHMK BKAONAET TeMaTHYECKHe TEKCTHI Ha AHTMIICKOM H PYCCKOM S3BI= kaX ¢ CHCTEMOM OPHIHHAHBIX SGBIKOBBIX H PeveBLIX ynpwkHEHHi, HAMpaB- JICHHBIX Ha PaIBHTHE HABKIKOB NTCHHA, NOHMMAHMs, OGcyANIEHHA, pecbepHPo- BAHHA HM NepeBoda CreuMANbHO! AMTepaTypHL, a TaKKE TepMHHOMOTHYeCKHHL rioccapit, Temaruka TeXcTOB OTpaxaeT OCHOBHI OpraHH3aLMH H YIpaBleHiat cihepoit rocrHHM4HO-pectopaHHoro GH3Heca M TypH3Ma, MapkeTHHTOBbIe KOH- uemiHn B TOM cxbepe. Toa cryzeHTos BBICUIMX yHeOHEIX sapeneHHit. MoxeT 6birb noxeseH MmpeHO= JABATEIIM Hi CIIEMMAIMCTAM TOCTHHMYHOTO, pecTopaHHoro HM TypHCTHYeCKOLO mre YILK 802.0+379.85 BBK 81.2Anra-923 Opueunaa-maxem dannozo usdanua aeanemca cobcmeennocmbio Hadamenvckoeo yenmpa «Akademus», u eo eocnpoussedenue 1066. cnoco6om 6e3 cozacua npasoodadameas sanpewaemcs . 11 © Muxaiizosa M.M. (nactexnmua Muxaiinona H.H.), 20 > OSpasosarerbHo-HanaTembcKHi UeHTP «AKazeMH® a © Osopmacnue. ManatenscKnii uerrp «AKatemna, 2 ISBN 978-5-7695-8004-8 TIPEJMUCIOBHE IlpentosabaHve MHOCTPaHHOro A3bIKa B BbICLUeH LIKONe, OCOGEHHO Ha CTAPUIMX KyPCaX, LOJDKHO ObITb OpMcHTHpOBaHO Ha GysyulyIo Mpo- (peccmio ctyseHTos. CnpaseanMBoctb 9TOrO MpHHUMMa He BbIsbIBAeT COMHCHHit, OJLHAKO B CBA3H C BBEJIEHHeM B yueGOHbIe MIaHbI BCe HOBbIX HM HOBBIX HaNpaBleHHit OCYILeCTBIATh erO CTAHOBHTCA BCe TpyAHee: ny61MKallHaA yueOHBIX NocoGui ABHQ OTcTaeT OT clIpoca, a U Te, KOTOPbIC MOMBISIOTCA, 3A4ACTYIO COCTOAT M3 CKYYHBIX TEKCTOB, CO- AepxKaulHx a3s6y4Hble HCTHHBI. Alanupiii yseOuuk BBOAHT B yueOHDIii OOux01 AOGpoTHbIii (aKTH- ueckuit MaTepHat 0 HanpaBieHuam «Cepsuc» 1 BMecTe c OPHPHHAIbHOM METOAMKOM, C TOMOLIbIO KOTOPON 9TOT MaTepHall Mpel- Jaraeted ocBaMBaTb. OH BKIIOYAeT B CeOA TeOpeTHYeCKHe OCHOBI JMC- UMILIMHbI, WLUOCTpHpyeMble TeKcTaMM Ha aHTIMiicKOM M PyCCKOM s3bIKAX, 3AMMCTBOBAHHBIMH M3 pasIMYHBIX aMePHKAHCKMX yYeOHBIX noco6uit 1 mpodeccMoHasbHbIX H31aHMii, a TAKE AHTIO-pycckUHii Tep- MMHONOrHYeCKHit MoccapHii. TeKcTbI allalTHpoBaHbi K WeJAM TIpo- (beccvoHabHO-opHeHTHpOBaHHOrO MpenotaBaHHsl AHNMICKOTO s13bIKA Ha CTapuIMX Kypcax M CHaOXKeHbI A3bIKOBBIMM HM PeYeBbIMH yrIpaxkHe- HSMM, CMCTeMa KOTOpbIX pa3paboTaHa aBTopo. B TeKcTax coxpaHeHa Optborpadbusa HcrouHHKoB. YueGunk crpykTypHpoBaH MIpHMeHMTesIbHO K PealbHBIM YCsOBHAM yHuBepcutetcKoro cemectpa (16—18 Hezemb) M paccunTaH Ha 64 yaca AYAMTOpHbIX 3aHATH. OH cocrouT 3 8 TeMaTHYeCKHX pasie10B (Units), Ha usyyenue KoTOpbIX OTBOAHTCS 110 4 ypoKa (Lessons). Ta- KHM 0Opa30M, Bech MaTepuall MOXeT ObITs NpolieH 3a ABa CemMecT- Pa, CCAM 3aHMMaTBCA TO 2 Yaca B HeeTIO B paMKaX MmpakTHYecKOrO kypca anrmniickoro s3bIKa, WIM 3a OLMH CeMeCTP, CCIM 3AHHMaTbCA M0 4 vaca B HeuemW0 B paMKaX crieukypca. woene®, pastes MOCTpoeHbI M0 enMHO Cxeme. Kaxkibrii HauMHaerca ma See KuUOYeBBIX NOHATHI M TepMHHOB (Key Terms and Concepts). TepHadl 110 TeMe pasilesieH Ha 4 ypoKa. Tpu fepBbIX ypoka mocT- muna CHaYalla JaeTCA TeKCT AIA YTCHMs Ha AHTIMICKOM Se cading) ¢ 13bIKOBbIMH M peyeBbIMH yripaxHeHHsMn (Exercises) . Y, saTeM Mpesuiaraeres OAMH WIM Ba TeKeTa Ha PYCCKOM s3bIKe thins, Pecbeparupnoii padorti (Guided Composition, Oral Composition niting a Summary) c coorseTcTBy!0lMMH 3a1aHHaiMM (Assignments). 3 (Tepmuu Exercises ucnomb3yetca IA 3alaHMii, OCHOBHad padota Haq KOTOPbIMM MIpoBoMTcA B Kacce, a Assignments — WIA Tex, KOTOpBIe TpeOytoT CepbesHo JOMaLHeli paOorbl; B K1aCce MIPOBepsAIOTCA TOKO ee pesybTaTbl.) TekcTb! mpesictapiaoT co6oii monyrspHoe M3I0xe-~ He MpobseM OpraHH3allMH KM yripaBeHHsA Ccepoii rocTHHM4HOTO, pe- cTopaHHOro HM TYpHCTH4eCKoro GUsHeCa WIM ONMCaHHe THNMYHBIX JUI9 AaHHOii Orpacim npoGjemMHbIX cuTyauHii. OOuiMii nozXoA K HMM Jaetea C NO3MUMii COBpeMeHHOIi, TaK Ha3bIBAaeMOi MapKeTHHTOBO KOHLUen- UMM MIpesIpHHHMaTesbCTBA. Meroauka, mpesiaraemas UIA paborbi C TEKCTaMH Ha PYCCKOM s13bI- ke, Tpe6yer noscHeHusa. Ec TeKCT YACTO HH(OpMaTHBHbIii, TO pa- 6oTa C HMM Ha3biBaetcs Guided Composition 4 npoxosMT B TPH 3Ta- Na; CTYACHTSI HaXOAAT B TeKCTe CNOBa M BbIPAKCHMA, ABIAIOULMECH SKBMBAICHTAMH COOTBETCTBYIOWLAX aHTIMUCKMX TePMHHOB, NipHBeneH- HBIX B 3a{aHHH 1, 3aTeM OTBICKMBAIOT HH(POPMaLMI0, MOSBOIAIOLLYIO OTBETHTb Ha BOMPOCbI MO COLepxAHHIO TeKCTa, JaHHbIC B 3alaHHH 2, H, HAKOHELL, OTBEYAIOT IMCbMCHHO Ha 9TH BOMPOCbI, MCTOMb3IYA COBA M BbIPAKeHHA 43 3alaHHs |. BapHaHToM Toi paGoTsI ABIAeTCA MMCb- MeHHoe pedbepuposanue (Writing a Summary) — 1310%KeHHe OCHOB- HOrO CoepxAaHHs C OMOpOil Ha TeMaTHYeCKyIO JeKCHKy, MpHBOmH- Myl0 Mlepe/l TEKCTOM, HO Ge3 HABOAALLHX BOTIPOCOB. EciM TeKcr COMepXUT APKO BbIPAKCHHYIO OLCHKY OGcyKTAeMBIX (pakToB, C KOTOpOii MOXHO COPMACHTbCA WIM HE COPIACHTbCA, TO pa- Gora C HMM Ha3bIBaeTCA YCTHbIM COUMHeHMeM (Oral Composition) 4 COCTOHT M3 Tpex 9TaMoB. CHaYasa CTYAeHTI HaxossT B TeKCTe pyC- CKHe 9KBMBAICHTbI KIOVeBbIX CIOB MH BbIPAKCHM, KOTOpbIe JaHbl B 3alaHun |, 3aTeM, MCHONB3yA STM CHOBA M BbIPAKEHMA, COCTABAIOT TIMCbMCHHOE pe3IOMe CTaTbH MO MpeAIOKeHHO! CxeMe: 1) TeMa CTa- TbH; 2) cbakTbI, OGcy2xkMaeMbIe B Heit; 3) aBTOPCKOe OTHOLIEHHe K 9THM. (paktam (BOCTOpKeHHOe, KPHTH4ECKOe, MPOHHYECKOE HM T. J.) HB YCM OHO BbIpaxkaetcs; 4) OTHOLEHHe CTYeHTa K 9THM (pakTaM HW K CaMOMY. apTopy. Tpernii 9am — ycTHoe BBICTyILIeHHe, BO BpeMaA KOTOPOTO CTYNCHT MOX€T MONb3OBATHCA COCTABICHHbIM Pe3IOMe B KayecTBe mana. YersepTbiii ypoK 10 TeMe MOCBSLIEH NOBTOPeHMWO, 3aKperieHHIO, M KOHTpom0 mpoiieHHoro MatepHasa (Review Exercises). CHawaila Npesiaraetca OObACHHTb Ha AHTIMMMCKOM A3bIKe CMBICI M B3aMMOCBA~ 3M HEKOTOPBIX OCOGO BaxKHbIX TEPMHHOB M MOHATHI, MOb3yACb MPH~ BeJeHHOM JOrM4ecKOll CXeMOi, HZTIOCTpUpylouleii 9TOT TeMaTHYeC- KHit Kommexc (Recall Pattern). B 3anaHuu 2 cTyeHT omKeH KpaTKO oxapaktepu3onaTb (Yto? Tne? Korga?) pyre BaxkHble NOHATHA. B sananun 3 Heo6xonuMo LaTb KpaTkoe onpeseteHHe KTOYeBbIM TEP MHHaM. B 3afaHuu 4 npenaraetes No”TOTOBMTBCA K yCTHOMY Tepe BOJY C JIMCTa Ha aHMIMiCKHii A3bIK NIpeMIOKeHHi, Comep»xAaLLMX npoit- JICHHYW TeMaTH4eCKYIO JICKCHKY. B 3aaHHH 5 Aalores TeMbI Ua TMCb~ MeHHoro counHeHHs (Essay) WIM MpoeKTHOit paGor (Project Work) 4 p MMHM-rpyminax (3—5 4enoBek), pesyrbtaTbi KOTOPO!! OHM AOKNaLbI- paloT Mepel ayAMTopHeli (WIM AH4HO MperogaBatemo). [lo HeKoTO- pbim TeMaM wesecooOpa3HO OpraHH30BaTb TOK-LIOY. PaOoune MaTepwasbl yueOHHKa, paBHO KaK HM MpesiaraeMasl MeTO- gua, anpo6nposans! B MockoscKom megarormyuecKoM yHuBepcuTeTe Ha OTICICHHH MHAOCBPOMeHCKMX MH BOCTOUHDIX A3bIKOB JIMHTBACTH- yecKoro (pakyibTeTa, re TypHCTH4ecKHi M TOCTHHMYHbI OU3HEC H3y- yaetca (pakyJIbTaTHBHO, a TakxKe B HoBoM ryMaHHTapHOM MHCTHTYTe (r. Quekrpocrab). YaTeHbI Bce 3aMe4aHMs KaK MpenosaBateveii, Tak H cTyaeHToB. OnbiT NOKa3ail, 4TO aHHad MeTOLMKa LOCTaTOUHO a¢ppek- THBHA, H, XOTH YCNEX BO MHOFOM 3aBMCEdl OT OOLLETO A3bIKOBOTO ypoBHsA cTyeHTOB, BCe OHH paGoTanH C MHTepecoM MH KaK MHHMMYM OBsate- JM KOUeBOK TEPMHHONOrMel H OCHOBHbIMM TeEOpeTH4eCKHMH TOHA- THAMH 9TOM AOCOMIOTHO HOBOH AI HX AMCUMTMIMHbI. Ha MaTepnaste M3Y4CHHOM TeEPMMHOMOPHK HEKOTOPbIMM CTyeHTaMM O_LIM HanMca- HbI JIMHIBACTHYCCKHE MTOFOBbIe KBaIM(PUKalHOHHbIe padorbl. Te, KTO UMEJI JYYULYIO ASbIKOBY!O MOATOTOBKY M MQTHBALMIO K paOoTe B 3TOIt cbepe OusHeca, HayYHIMCb CBOGOAHO OpMeHTHpoOBaTECA B podeccu- OHAIbHOM JMTepatype Ha aHPIMCKOM A3bIKe, MBICIUTb Mpodeccno- HaJIbHbIMH KaTerOPHAMH H pellaTb MpodeccMHOHAIbHbie 3a1a4H, 0 4eM. CBHCTEIBCTBYIOT MOATOTOBCHHbIC MMH IIpOeKTHI. UNIT 1 HOSPITALITY IN HISTORICAL PERSPECTIVE KEY TERMS AND CONCEPTS Hospitality industry is a current term to refer to a wide range of businesses, dedicated to the service of people away from home. The industry is concerned with their accommodation (provision of places to stay), provision of fare (food at table), transportation (traveling and tours), and recreation (relaxation and entertainment). The institutions which provide these services have undergone long evolution from the Roman and Greek taverns to the modern restaurants (the term was coined by the Parisian cook Boulanger who called his famous soups “restoratives”), from the Medieval inns to the modern five-star palace hotels, from the Persian khans (combination of stables for camels and sleeping places for people) to modern motels (hotels which provide accommodations for motorists). Service at these establishments has also undergone changes from discriminatory feeding (different meals served to the guests of different rank), the fable d’héte (“table of the host” at which the guests had to eat with the landlord and his family at a nominal cost) to the ordinaries (eating places that served a fixed menu at a fixed price). The nineteenth century established a custom of eating out (having a good meal at a res- taurant as a treat) and created concepts such as d /a carte (dishes cooked to order and priced individually), catering (arranging food and drink functions for big groups of people at a restaurant), institutional food service (serving members of particular societal institutions, such as schools, offices, industrial enterprises, etc.). Advanced technology of the twentieth century has brought great changes in hospitality industry. People expect a wide range of accommo- 6 dations and rates: B&B (bed and breakfast) (a rate that combines a night’s accommodation with a breakfast the following day), American plan (a rate that includes three meals a day), and European plan (an accommo- dation-only rate that includes no meal). People also expect a wide range of dining choices from full-service restaurants (restaurants that cook to order more than a dozen main-course items) to cafeterias (self-service restaurants where food is displayed on a counter and the guests can pick what they like). The institutional food service establishments of this type are usually called canteens. The fast-paced century created fast food in- dustry (quick-service restaurants that offer limited menus) and a great variety of tourist and leisure facilities, both commercial (which compete for their customers in the open market) and non-commercial (financed from the state budget). LESSON 1: HOSPITALITY THROUGH CENTURIES A. READING The word hospitality comes from “hospice”, an old French word meaning “to provide care and shelter”. The first institutions of this kind, taverns, had existed long before the word was coined. In Ancient Rome they were located on the main roads, to provide food and fresh horses and overnight accommodation for officials and couriers of the government with special documents. The contemporaries proclaimed these inns to be “fit for a king”. That is why such documents became a symbol of status and were subject to thefis and forgeries. Some wealthy landowners built their own taverns on the edges of their estates. Nearer the cities, inns and taverns were run by freemen or by retired gladiators who would invest their savings in this business in the same way that many of today’s retired athletes open restaurants. Inn- keepers, as a whole, were hardly the Conrad Hiltons of their day. Inns for common folk were regarded as dens of vice and often served as houses of Pleasure. The owners were required to report any customers who planned Crimes in their taverns. The penalty for not doing so was death. The death penalty could be imposed merely for watering the beer! : After the fall of the Roman Empire, public hospitality for the ordi- a travelers became the province of religious orders. In these days, ne main purpose of traveling was pilgrimage to the holy places. The piecing Preferred to stay in the inns located close to religious sites or © on the premises of the monasteries. Monks raised their own pro- % Ina Tavern visions on their own grounds, kitchens were cleaner and better organized than in private households. So the food was often of a quality superior to that found elsewhere on the road. As travel increased during the Middle Ages, so did the number of wayside inns. In England, the stagecoach became the favored method of transportation. A journey from London to a city like Bath took three days, with several stopovers at inns or taverns that were also called “post houses”. Guests often slept on mattresses put in what would be called the lobby, ate what they had brought with them or what they could purchase from the house. The fare was usually bread, meat, and beer, varied occa- sionally with fish. Frequently, the main dish served was a long-cooked, highly seasoned meat-and-vegetable stew. But the diners who were fre- quenters were not choosy, neither did they often question what they were eating. EXERCISES 1. Find in the text the following topical words and phrases, make sure that you are able to explain in English what they mean, and add them to your working vocabulary: to be located, overnight accommodation, to be run by, to im- pose penalty, a wayside inn, a stagecoach, a stopover, to pur- chase, a diner. ._ Write out from the text the sentences or their parts which contain the words and phrases given below and translate them into Russian: to be coined, to provide smth, to be subject to, to invest in, common folk, dens of vice, on the premises, a highly-seasoned dish, to be choosy. 3. Explain in English what is meant by: to be fit for a king, to be subject to forgeries, the Conrad Hiltons of their day, to serve as houses of pleasure, to water the beer, religious orders, a frequenter. 4. Answer the following questions: 1. What is the origin of the word “hospitality”? 2. What was the most important function of a Roman tavern? 3. What did the contemporaries say about these places? 4. Was it prestigious to be an innkeeper in those days? 5. What was the main purpose of traveling during the Middle Ages? 6. What sort of place was a wayside inn? 7. What food was provided in the eating places for common people? B. GUIDED COMPOSITION ASSIGNMENTS 1. Read the text, find in it the Russian equivalents of the following topical words and phrases: (a) taste curiosity, a common beverage, the censure of the Church, an infidel drink, a forerunner, to sober up, detractors, a public venture, to flourish, a convivial atmosphere. B XVI cromeTvH 28a «9kK30THYCCKHX» MpeaMeTa 3KcnOpta Ha- 4aJIM OKAa3bIBATb BIMAHME Ha 3ACTONBHBIC NIPMBEIMKH 3anatHoit Esponsr: kocbe 4 Yai. Ha 9TH HamlMTKH, COCTaB/IAIOLIMe HEOTbeM- JI@Myl0 YaCTb CTH KM3HU B XX CToseTHH, KOrIa-TO CMOTpeIH kak Ha Kypbe3Hble NipH4ysAbI BKyca. Yait yrBep>kmasica B KayeCTBe MIPHBLIMHOTO HanHTKa elle MesIeHHee, 4eM KOcpe, M MonyUHT NlO-HACTOSULeMY IMPOKOe pacrpoctpaHeHHe pa3Be TOAbKO B AHLIMM, Ja HM TO JMU K cepemMHe XIX Beka. Bpisaa B Konctantunonone (ropoa B TypuMu, Terlepb H3BecT- bit Kak CramOys1), MyTellecTBeHHMKH MpHcrpacTMiMce K Kobe M, BOsBpaulasich B Espory, mpHBo3sHiM ero c coboii. K KoHuy XVI cronerua Kode mpHBuIeK K ceGe JOCTaTOUHO BHUMAHUs, YTO- ObI HaBjed HeoMOOpeHMe KaTOMUECKO! HepKBM, Ha3BaBLeit ero «HaliMTKOM HexpucTeii». TorbKo mpu mare Kaemente VIII Kobe Moya ctaTyc XpucTMaHcKoro HanMTka. ToBopsT, To mara, Nlonpobowas ero, 3aMeTHI, YTO CaTAHMHCKMii HAMHTOK CJIMLIKOM XOPOLI, YTOOI OCTABIATh CFO ASbIMHHMKaM. In a Coffee House Kodeiinn, npeaectBeHHMubl COBpeMeHHBIX Kade, CKopo CTaIM W€HTpaMH KYJIbTYPHOM H JIMTepaTypHOl XH3HH CBOerO BPeMCHH HM, KPOME TOFO, CbIrpaIM elle OLHY NoesHyW (xOTA H He CTOb OYCBHAHYIO) POsb: OHM MOMOTIM B OTPe3BIEHHH BCe- ro Esponeiickoro KOHTHHeHTa. Bo3MOxKHO, HMCHHO 3a 9TO KO- (beim MMeJIM M CBOMX OTYAAHHBIX MIPOTHBHHKOB. 2KeHUIMHbI AX TIPOCTO HeHaBMEIM, MOCKOJbKY OHM, KaK H OO/bLIMHCTBO Mpo- 4X OOLICCTBCHHBIX 3aBeqeHHi, CoOOMpaIM MpeHMyllecTBeHHO MYXCKYIO KOMMAaHHWO. XKeHuIMHbI MMCaH GecKOHe4HbIe MeTH- ILHM BlACTAM, OOBMHAA KOcbeiiHM BO BCeX CMePTHBIX rpexax, HO BCe ObUIO HalipacHo: KodeiiHn MpouBeTaIM. OHM caBMIMCb cBoelt KOMIaHelicKOl aTMOCKepoit: TAM MOXHO GbLIO C MpHATHOCTLIO NOCHAeTb y TerIOO KaMHHa C YallIKOi B Pyke, CMaKys apoMaT- HbIit HaMMTOK M OOcy>K1as1 C APYrHMH MOCeTHTeEMAMM HOBOCTH HA. Ita TpalMunA He OCOGeHHO M3MeHMacb 10 MpoulecTBAH JeT, YTO OTICIAIOT HAC OT «3T1OXH KOdeeH>. . Read the text again, find in it the information about the following questions and answer them in writing, trying to use the words and Phrases given in Task 1, together with your own comments on some of. these questions: 1. When did tea and coffee change their status of taste curiosities to become common beverages? 2. When and how did coffee get the status of Christian beverage, having overcome the censure of the Church? 3. How did coffee houses help to sober up Europe? 4. Why did coffee houses have so many detractors among wom- en? . What were the coffee houses famous for? Si LESSON 2: MODERN CONCEPT OF HOSPITALITY A. READING Modern concept of hospitality began to develop in the nineteenth century, which saw more innovations in hospitality than in all previous history. The famed Cesar Ritz, whose name has entered the vocabulary as a synonym for luxury, made restaurant dining at London’s Savoy almost a must for the aristocracy of both sexes. He revolutionized hotel restaurants by offering a list (carte in French) of suggestions available from the kitchen. This was the beginning of the d /a carte menu. The Americans used their special brand of ingenuity to create something for everyone. In 1848, a hierarchy of eateries existed in New York City. At the bottom was Sweeney’s “sixpenny’ eating house” on Ann Street, whose owner, Daniel Sweeney, achieved questionable fame as the fa- ther of the greasy spoon. Sweeney’s less-than-appetizing fare was lite- rally thrown down to his hungry customers, who cared little for the social amenities of dining. At the top of the list was the famous Del- monico’s. This restaurant was known as the most expensive in the country. In the nineteenth century, better methods of preserving food through canning and vacuum packing made out-of-season culinary delights com- monplace. There was also an enormous growth in mass feeding. In schools, until the nineteenth century, no one had ever considered lunches for schoolchildren, because there were so few children who went to school. Canteens for schoolchildren started in France in 1849. The cafeteria concept originated in the California Gold Rush, when prospectors, eager to return to their claims, preferred to stand in line to be served from big communal bowls and pots rather than wait their turn at table. The twentieth century brought fast food industry. In 1921, Walter Anderson and Billy Ingram began the White Castle hamburger chains. These eye-catching restaurants were nothing more than a griddle and a few chairs, but people came in droves to these eye-catching restaurants, and within ten years the White Castle had expanded to 115 units. Mar- tiott’s Hot Shoppe drive-in roadside restaurant opened in 1927, and the word “a carhopper” was coined because as an order taker approached @ car, he or she would hop onto its running board. The first motel was Opened in San Luis Obispo, not far from Los Angeles, in 1925. After the stock market crash of 1929 and the Depression, America Tebounded with the elegance and deluxe dining of the 1930. By the end of the decade, every city had a deluxe supper club or a night club. The first elegant American restaurant that was not French in style was the Four Seasons. It offered seasonal menus (summer, autumn, winter, In a Restaurant spring) and art as a theme. Its developer understood why people go to restaurants — to be together and to connect with one another. Modern restaurant exists to create pleasure, and how well it meets this expecta- tion is a measure of its success. The exclusive restaurant of yesterday may be still exclusive restaurant of today, but the less affluent people can choose from great many cheap eating places. Nowadays people have freedom of choice, and they expect to have affordable accommodation, food, and entertainment — things of which hospitality industry is made. EXERCISES 1. Find in the text the following topical words and phrases, make sure that you are able to explain what they mean in English, and add them to your working vocabulary: a canteen, a cafeteria, to stand in line, a hamburger chain, 4 drive-in, a carhopper, an order taker, a deluxe supper club, @ developer. .. Explain in English what is meant by: a hierarchy of eateries, to achieve questionable fame as, out-of- season culinary delights, an eye-catching restaurant, the name stands for, an original restaurant, to offer art as a theme. Write out from the text the sentences or their parts containing the words and phrases given below and translate them into Russian: social amenities, to originate, prospectors, to rebound, a must, ingenuity, questionable fame, a canteen, a cafeteria, a communal bowl, to be coined, to meet the expectations. | Answer the following questions: 1. What does the name of Cesar Ritz stand for in the history of hospitality? 2. What was remarkable about American eating places? 3. What do the names of Sweeney and Delmonico stand for? How and when were the concepts of canteen and cafeteria developed? . What changes in eating habits were developed in the twen- tieth century? . Why do the people go to the restaurant? What do they expect while eating out? B. GUIDED COMPOSITION ASSIGNMENTS 1. Read the text about J. Willard Marriott, find in it the Russian equi- valents of the following words and phrases: a founding father, an annual turnover, to analyze the environ- ment and pick up trends, to gear the restaurant toward, an air- line catering business, an innovating marketer, to promote by handing out coupons, inner marketing, to have sales of more than, contract feeding. Jbxoun Yusuiapa Moppworr cnpapeinso cuntaetcs OHM M3 POMOHAYAIbHMKOB COBPeMeHHO! MHAYCTpMM rocTeripHuM- crBa. OH Bceria C1aBHJICA CBOMM YMCHMeM aHWIK3HpOBaTh CHTY- aUMiO M BbIGHpPaTb MpaBHIbHOe HalpaBeHHe LeNOBOH AaKTHB- HocTH. OH MOHS BAKHOCTS aBTOMOGHIA ele B 20-e rob H CBoit NepBbIit pecropaH OPHeHTHPOBa Ha aBroMOOMIMCTOB. Ero. Pecropanbi Hot Shoppe uMerM o4eHb yLOGHbIe NoAbesqHbIE OPOXKH, 10 KOTOPbIM MOXHO GbLIO 3aeXaTb Ha CTOAHKy. OH NepBbIM HaalHst OOCYXHBAaHHe aBTOMOOMIMCTOB MIpxaMO Ha CTOAHKe, re OHH MOMIM MepeKYCHTb, He BbIXOLA M3 MallMHbI. B kone 30-x rogoB OH YAOBM BOSPACTaIOULylO POIb camoueTa Kak KOMMep¥4eCKOrO TpaHCHopTa H OAHMM H3 MepBbIX B OTPAaCciM 3aHSUICH OPMeHTHPOBAHHbIM Ha Hero GH3HECOM. 13 MoppHorr 6buI MCTMHHbIM HOBaTOpOM B OGuIacTH MapKe~ THHra. Kpome yAOOHbIX NOMbE3LHBIX LOPOxeK K pecTopanam, OH ycTpamBan rasa-NpeacTaBeHHA IA ToceTHTeeH, Mpurna- Was Ha HHX JIYYLIMe OPKecTpbI M CaMbIX M3BECTHBIX LIOYMCHOB, O ka@kiOM 13 MpescTaBIeHHii OH ONOBeMIA BCeX OKPecTHBIx BOAMTeIeH, NOCbLIAas CiYKALMX Ha OKMBICHHBIC NepeKpect- KH, T€ OHM COBAaIM PeKaMHBIe KapTOuKH CBOETO 3aBeMeHHA MIpaAMO B OTKpbITbIe OKHa aBTOMOOMIel, OCTaHOBMBLIMXCH Ha Kpacubiii cBeT. Moppuorr Gb MacTepoM He TO/bKO BHELUHerO MapKeTHH- ra, HO M BHYTpukKopnioparuBHoro. Ero Bceria OTIM4aO 4yTKOe OTHOUWeHHe K Cry>KalltMM, OH Habeas Mx, Kora OHM Gores, NOMOradl MM, €CiIM OHM MoraqanH B Oexy, M Bcera BbICIYUIH- Baul, CCJIM OHM OOpalllaiHcb K HeMy C npocbGaMu. 3axo0l4 B CBOH PeCTOPaHbl, OH 30POBAICS C KaxKIbIM 3a pyky. Byly4M yxe mpe- 3WICHTOM KOMMaHMH, OH Jepxkar B UITaTe CayxKallero, eMH- CTBEHHOH O683aHHOCTHIO KOTOPOTO GbIIO CJCAMTb 3a TEM, YTO- Ob Bce paGoTHHKH pecTopaHa ObLIM AOBOAbHbI CBOE padoToOH. O Hem ropopwim, YTO OH Obl BHMMaTesbHee K TOCyOMOii- KaM, JeM K WleHaM MmpaBseHHa. CerogHa OcHOBaHHast MM KOpmopallMsl HMeeT exXerosHbiii oGopor B Govee 4emM 7,5 MIP JOMIapoB M BKTIOYAaeT B CeO OrPOMHOE KOJMYECTBO pecTopaHoR, Kathe, MyYHKTOB OOULeCTBeH- Horo TIMTaHHA MW rocTHHUL. Kopnopauna Tanke obcry>KMBaeT lO KOHTpakTy paXIM4Hble MpesIpHATHA, OpraHHsys TMTAHHe B otpuicax, KONIeIKAX M CpeMHHX WIKOIAX. Read the text again, find in it the information about the following questions and answer them in writing, trying to use the words and Phrases given in Task 1, together with your own comments on some of these questions: 1. What was the most prominent feature of Marriott as one of the founding fathers of modern hospitality? 2. What did Marriott do to gear his restaurants and hotels to- ward automobile traffic? . What innovations did he introduce for the convenience of the motorists on the road? . When did he enter the airline catering business? . What did his employees use to do in order to attract motorists to the Hot Shoppes? . Why was Marriott called the master of inner marketing? . What did the Marriott employees say about the first president of their company? . What lodging and food facilities does the Marriott operate today? C. ORAL COMPOSITION ASSIGNMENTS 1. Read the text and find in it the-Russian equivalents of the following topical words and phrases: research and development, a “me too” breakfast, with a choice of fillings, a French toast, to give samples to customers to get their reactions, test marketing, to roll out an advertising campaign, made-to-order, to purchase through the drive-through window. B Hayate 80-x romoB B pectopaHHoii ceTH GEIcTporo oGc1y- okMBaHuA Wendy’s Haya pa3pa6aTbiBaTb HOBy!O KOHLCMILMIO 3apTpaka. J>kum Cra66icwil, B TO Bpema OpiBLuMii BULe-Tpe- 3WICHTOM KOMMaHHH 110 HCCuIeLOBaHHAM Mi pasBUTHIO, CKa3zall, YTO M3-3a H€YAa4HbIX 3aBTPaKOB Wendy’s TepseT KIMeHTypy. OH dyMal, 4TO MpHunHoi TIpeXHHX Heyay Obul TOT :akT, YTO Wendy’s npemiarana 3aBrpak THIa «H MHe TO xe CaMoe». Kaye- CTBO HM YHUKaJIbHOCTh — BOT 4TO JOIDKHO ObITb JeiiTMOTHBOM JUL 3aBTpaka. Bpuio BbIGpaHo Tpu GO2a: OMIeT MO 3aKa3y C pasHbIMH BKJIOUCHHAMH, PpeHKH NO-(ppaHily3ckH M caHABHY. BKycoBbice Ka4yecTBa 3THX 6100 alpoOupoBasMch B WITaG-KBapTupe KOM- nanHun. [pexae scero 6biI0 peueHo yry4uIMTb OMseTBI. J1aGo- paTopusa oToOpana HaliexalliMe MHpeAMeHTI WIA UX MpoHs- BOACTBA, 3ATEM KOMMAHHA MpoBesa PbIHOUHOe TeCTHPOBaHHe 3aBTpaka: MposaBuaM COCeAHMX CyMepMapKeTOB AaBasiM Gec- TW1aTHO HOBbIC GOA C LeMbIO MONYYeHMA OT3bIBOB ToTpeOH- Teel. B pesymbraTe 9THX 9KCMepHMCHTOB GOBLIN BHECeHbI HEKO- TOpble U3MeHEHHA, M 3aTeM HOBbIC 3aBTPaKH MOABMIMCb B He- CKOJIBKHX pecTopaHax ceTH. BELO pellleHO FOTOBUTb OMICTBI 110 3aKa3y MpsMO Ha T1a3ax y KIMeHTa: OH MOF BHMeTb BeCb TIpo- Uecc Mx IIpHrOTOBIeHHs. B teyenme mocsesyioulx AByx ZeT Wendy’s coxpansa oc- TOPOXHOCTb M0 OTHOUICHMIO K TIPOABHKEHHIO HOBOTO 3aBTpa- Ka. Tombko seTOM 1985 r. Ha¥aacb MaccoBasd peKlaMHaa KaM- MlaHua, crouBulad Wendy’s HeCKOIbKO MHJUIMOHOB JOuIapoB. V Bce-raku, HeCMOTPA Ha MCCeAOBAHHA M OCTOPOXHOCTh NIpH BBeNeHHM HOBOTO 3aBTpaka, ycriexa OH He HMe 110 MHOrHM npw4unnam. Hanpumep, npuroTopmenve omsieta TpeGopano 90 CeKyH — HeOombuUloe BpeMsA Wid OLHOTO KnHeHTa. Hy a ecm BoiizeT cpa3y Gombulan Tpynna Typuctos? Kak 3ameTH/ OMH KPHTHK, 9TO yxe MepecTaBalo ObITb GbICTPbIM OOcIyKUBAHH- €M, @ HMeHHO B ObICTpOTe CMBICI CyIeCTBOBAHHA PecTOpaHHbIx cereii tuna Wendy’s. 15 2. Using the words and phrases given in Task 1, write an outline of your, summary of the text concentrating on (a) its subject matter, (b) the main facts discussed, (¢) the author’s point of view on these facts, (d) your own opinion about them. 3. Be prepared to speak about this text in class using your outline as a guide. LESSON 3: THE NEW MANAGEMENT CONCEPTS A. READING For many centuries this industry was represented by a great number of independent properties — usually owned and operated by one family. With the progress of rail, automobile (car and bus), and air transporta- tion, society became more mobile. This mobility began to transform hospitality industry to the modern management concepts, such as fran- chising, partnership, leasing and management contracts. Franchising allows a hospitality company to expand more rapidly by using other people’s money than if it had to acquire its own financing. The franchisor grants certain rights, for example, to use its trademark, signs, operating systems and procedures, marketing know-how, and so on for a certain fee. In return, the franchisee agrees by signing the contract to operate the restaurant, hotel, and so on in accordance with the guidelines set by the franchisor. It is a way of doing business that benefits both the franchisor, who wants rapid expansion of his busi- ness, and the franchisee, who has financial backing but lacks specific skills and recognition. Some corporations franchise by individual outlets and others by territory. Another interesting mode of financing is partnership. Under this plan the people who want to enter the business invest one half the cost of the property, for example, a motel. They receive a salary for managing the property, and the profits from the operations are divided 50—50 be- tween the company and the people in question. Using the partnership arrangement, the company gets a chance of more rapid development. In the 1960s, leasing as a form of financing became popular in hos- pitality industry. It still exists, but to a lesser extent. The leasing af- rangement allows both the individual and the chain to enter the market or expand within it. A property is leased for a percentage of gross sales, generally 20 to 40 per cent. For example, US international hotel ex- 16 ansion began with the lease of a hotel in Puerto Rico. The Puerto Rico government wanted to encourage tourism by having a brand name hotel with management expertise. The government leased the hotel to Hilton in return for two thirds of the gross operating profit plus marketing expenses. Leasing gives the benefit of ownership without the initial capital outlay. The lessee is responsible for insurance, hiring and firing, and marketing. In return he gets a major part of every dollar that comes into the business and the major part of every increase in revenue. EXERCISES 1. Find in the text the following topical words and phrases, make sure that you are able to explain in English what they mean, and add them to your working vocabulary: a franchisor, a franchisee, a trademark, a reservation system, know-how, for a fee, financial backing, an outlet, a partnership arrangement, gross sales, a brand name hotel, gross operating profit, an outlay, revenue. 2. Answer the following questions: 1. What form of financing is called franchising and what advan- tages does it give to both parties? 2. What ownership arrangement is called partnership and how is it used in hospitality industry? 3. What is the difference between franchising and leasing? 4. What are the usual conditions of leasing in hospitality indus- try? B. GUIDED COMPOSITION ASSIGNMENTS 1. Read the text, find in it the Russian equivalents of the following topical words and phrases: a boom, up-front financing, a return on investment, a manage- ment fee, gross and net operating profit, an incentive fee, rapid expansion, the real estate value, cash flow, equity, a contract Provision, an equity partner. Baarozaps wapoKomy pactipoctrpaHeHmio, KOHTpakTHOTO MCTONa XOSACTBOBAHMA TOCTHHMYHA MHAYCTPHA NepexkHia B 1970-e rogpi Hacrosumit Gym: FlotryspHoctbio cBoeii 9ToT Me- CLIGHY 7 18 TO O683aH TOMY, ITO MpetycMaTpMBaeT O4eHS He3HayMTeT,- Hoe aBaHCoBOe (bUHAaHCupoBaHHe, a TO M BOBCe 6e3 Hero O6xo- autes. Jlaxke ecm KOpnopaliMs TIpHHMMaeT yuaCTHe B CTpoH- TEAbCTBE OTEIA, COOCTBEHHOCTh OObIMHO BOSBpalilaeTca Gonp~ wot crpaxosoii KoMnaHun. Tak 6buI0 c Oreste La Jolla B Kany- qopHun, nocrpoeHHoM Kopnopauuei Marriott Hotel. Kopno- Palla BIOXKMA B CTO CTPOHTEbCTBO TIpHMepHO $ 34 MIH Mt TIpo- dasa GaHKoBcKOi (pupMe Paine Webber npumepuHo 3a $ 52 man. Henzoxoii mpuBapok K KanuTanoB1oxeHMo! Kourpakt o6nI4HO MmpezycMaTpuBaeT ypaBieHve CoOcTBeH- HOCTbIO Ha CPOK MsITb, HeCAT WIM ABaguaTb Wer. 3a 970 KOMMa- HHA NMOyYaeT YpaBIeHYeCKOe BOSHArPAKICHHe B BME ONpe- A€NCHHOFO MpOUeHTa OT BATOBOTO WIM YMCTOrO 9KCMIyaTaLH- OHHOFO 1OXoLa — OGbINHO 9TO OT 2 no 4,5 %. Ceii4ac 9TO Yale BCerO MHHHMMAJIbHOe, ABYXTIPOLCHTHOe BOSHArpaxkACHHe TLC npu6aBka B BALE TOOLIPHTebHOFO BOSHarpaxeHMA, PasMepbI KOTOPOFO 3aBHCAT OT AOXOAHOCTH NpesnpHsaTHA. 3a NocmeAHHe HECKONbKO eT YCWIMBUIAICA KOHKypeHUMsA Me Ky yripaBleH- 4ecKMMH ¢bHpMaMH TIpHBesa K CHYKCHHIO KOHTPaKTHOTO BO3- HarpaxieHnsa. PocruHM4npie cbupMbI Aerator BbIGOp B TOMb3y KOHTPaKTHOFO MeTOMa yIIpaBeHHA HX COOCTBEHHOCTHIO, MOTO- MY 4TO 9TO BbIFOLHee. OTO MOSBOAACT KOMMAaHHH GbicTpee pac- WIMpATBCs Kak Ha BHYTPeHHeM, Tak H Ha MexKJYHapOJHOM PBIHKe. B nauane 1990-x rogos B pesysbTaTe NaweHMA eH Ha HeABH- KMMOCTb 3HAYHTEbHO CHU3HIACb M MIpMObLIbHOCTS TOCTHHMY- HOO esa — Npexie BCeTO M3-3a YMCHBLUCHHA NpuTOKa HavIHd- HOCTH. B HEKOTOpbIX CJIYYAAX BALeIbLUbI 3AMHTeEpeCOBAHbI B TOM, 4TOObI HMeTb 1OJO B AKUMOHEPHOM KaruTate. TlootoMy KOH- TPpakTbl Ha yipaBseHHe OFOBaPMBalOT ITOT yYHKT. Kpome TOrO, BAaeMbUbl OTeTeH XOTAT OKA3bIBaTb BCe GombUIee M GoubUIee BIMAHHE Ha NPHHATHE pelieHHit — paHsuie Takoe cAy4alOcb KpaiiHe peako. Ho o6priHo TOT HIM MHOI KOMMpoMHcc BCersa BO3MOXEH. Read the text again, find in it the information about the following questions and answer them in writing, using the words and phrases given in Task 1, together with your own comments on some of these questions: 1. What were the consequences of the introduction of manage- ment contracts in hospitality industry? 2. Why does management contracting need little or no up-front financing? 3. What return on investment was received by Paine Webber banking firm? 4. What percentage of gross operating profit does a company get as a management fee? 5. What does an increase in the incentive fee depend on? 6. What are plummeting real estate values of the 1990s responsi- ble for? ee 7. Why do some owners begin to demand equity participation? 8. What else, in addition to equity participation, do the owners want? LESSON 4: REVIEW EXERCISES 1. Using the given Recall Pattern, explain the meanings and interrela- tions of the key notions which are arranged in it: Hospitality Industry Accommodation Feeding Transportation Recreation Hotel Business Restaurant Business Le rourist posse Ge tots at fot Hoe 4 Hotels Ordinaries Restaurants Motels Resorts 2. Discuss the following concepts and notions: the table d’héte, 4 la carte menu, catering, institutional food service, a leasing arrangement, franchising, a management con- tract, B&B, the American plan, the European plan, the fast- food industry, commercial and noncommercial enterprises, a rest house, a hamburger chain, drive-ins, a hierarchy of eateries, a reservation system, a partnership arrangement, up-front financ- ing, an incentive fee, cash flow, real estate, an equity partner. 3. Give your definitions of the following topical words and phrases. a fare, a beverage, to eat out, a full-service restaurant, a cafeteri a canteen, overnight accommodation, to cater to, a stopover, a highly-seasoned dish, on the premises, a convivial atmosphere, a landlord, a carhopper, a developer, a trademark, a fee, an outlet, gross sales, a brand name hotel, contract provisions. 4. Translate the following paragraphs orally. Try to use the topical Vocabulary Units which you learnt while studying this unit: 1. Tepsbie ynoMHHaHHsA 0 TOCTeMpPHHMCTBE YXOMSAT B rayOb Be- KOB, K BpeMeHaM AHTMYHOCTH, Kora AKTHBH3ALMA TOPOB- JIM M CBA3AHHBIX ¢ Heli MyTeWecTBHM CAenaIM HeOOXOAHMON OpraHM3auMio MecT Aad HOWIeTa TYTHHKOB. 19 Pumiste CosiaIM BeCbMa 9¢peKTHBHY10 CHCTeMy TOYTOBBIX, craHunit. J[pesHne nepcbi CTpowIH CBOero pos POCTHHHY. HbI€ KOMIVICKCbI, COBMeaIOUIMe (byHKUMM 3arOHOB Ayg BepOIOL0B M NOMeLICHMii AI HOWIera TOL, HasbIBAeMBIE KapabaH-capasMu (khans). B cpeaHue Beka, ¢ CoszaHHeM npocbeccnoHabHOd THIbAMH KyMHapoB, TOCTeMPHHMCTBO HaYaio TIPHHHMaTb Gostee op- raHM30BaHHbie (opMbI. MHorve UcHHOCTH, BbIPAaOOTaHHEIe MHLyCTpHeli TOCTeMpHUMCTBa Clie B Cpe He BeKa, OCTaloT- CA AKTYQIbHbIMM 10 Celt JeHb, HallpHMep TaKMe, Kak Apy- xKe06HOe OOCIYKMBAHHE, NpHATHAA aTMociepa H OOMTE- Has MMUla, XOTA CaHMTapHble CTaHapTbI TeX TOCTHHHL 10. CPpaBHeHHMIO C COBPEMCHHDIMH BbINALAT YYOBHILHBIMH, a ycuOBHs NpoxMBaHHs — yOoruMH. Tlo Mepe pocra roposo0B HeoOxO_MMOCTb B MyTelliecTBuAX ysenMunBasach. TaBepHbl CTAIM M3/N0OeHHBIMM MecTaMu OOWICHHA MH NONMTHYeCKHX CoOpaHuii, B 4eM TOXE CKa3bIBa- JOCh ycHIMBalOUleecs BIMAHHE Ppa. Mosswince cne- UHaIbHbIe TAaBEPHbI JIA MpOCTOrO Haposa, Ha3blBaeMble

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