HE 314: FOOD AND BEVERAGE SERVICES

Module 1

Week 1: August 17-22, 2020 | 1st Semester, S.Y. 2020-2021

Introduction
This course covers the fundamentals of food and beverage service and
management as it applies to restaurants and all other types of food service
operations including institutions, hotels, quick service operations, and
catering. The focus of the course will be on the philosophy, psychology and
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technical skills required for excellent food and beverage service. In addition,
the course will cover the principles of sound food and beverage operation
management, which can be applied to ensure these service levels are
attained.

Intended Learning Outcomes

• To understand the size and scope of food and beverage operations.
• Distinguish the Hotel types and Its Classification and Characteristics.

TRY THIS!
Quickly, jot down at least 10 words that comes to your mind when you
hear the word “Food and Beverages Services”

Topic 1: Introduction to the Food & Beverage

Industry
The provision of food and beverages away from home forms a substantial part
of the activities of the hospitality industry and, indeed, of the economy as a
whole. Like the industry of which it is a major part, food and beverage
operations are characterized by their diversity. Outlets include private and
public sector establishments and range from small independently owned and
operated units to large multinational corporations managing global brands
and from prison catering to catering in the most luxurious hotels in the world.

It is however very difficult to get hold of consistent statistics about the

hospitality industry and about food and beverage operations as there is no
one single definition of what the boundaries of the various industry sectors and
subsectors are and therefore what should and should not be included.

The international foodservice industry provides millions of meals a day in a

wide variety of types of operation.
• Food can include a wide range of styles and cuisine types. These can
be classified by country, for example, traditional British or Italian; by
type of cuisine, for example, oriental; or a particular specialty such as
fish, vegetarian or health food.
• Beverages include all alcoholic and non-alcoholic drinks. Alcoholic
beverages include wines and all other types of alcoholic drink such as
 cocktails, beers and cider, spirits and liqueurs. Non-alcoholic
beverages include bar beverages such as mineral waters, juices,
squashes and aerated waters, as well as tea, coffee, chocolate, milk
and milk drinks and also proprietary drinks such as Bovril.

Topic 1.1: The Growth of Tourism Industry

The tourism industry is often cited as the largest industry in the world,
contributing 10% of the world’s GDP. In 2014 there were over 1.1 billion
international tourists: that’s a substantial economic impact and
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movement of goods and services!1 Tourism is also considered an export

and is unique in that the consumers come to the product where it is
consumed on-site. Before we dig any deeper, let’s explore what the term
“tourism” means.

Definition of Tourism
There are a number of ways tourism can be defined. Recently, the
United Nations World Tourism Organization (UNWTO) embarked on a
project from 2005 to 2007 to create a common glossary of terms for
tourism. It defines tourism as follows: A social, cultural and economic
phenomenon which entails the movement of people to countries or
places outside their usual environment for personal or
business/professional purposes. These people are called visitors (which
may be either tourists or excursionists; residents or non-residents) and
tourism has to do with their activities, some of which imply tourism
expenditure.

In other words, tourism is the movement of people for a number of

purposes (whether business or pleasure). It is important to understand the
various groups and constituencies involved in this movement. Of course, it
includes the tourist, but also the vast array of businesses providing goods
and services for the tourist, the government and political structure of a
destination, and the local residents of the destination community itself.
Each of these components are necessary parts of a successful tourism
destination and operate within private and public sectors, the built
environment, and the natural environment. All these come together to
create the processes, activities, and outcomes of tourism.

Global Hospitality Industry

A 'hotel' or 'inn' is defined by the British law as 'the place where a
bonafide traveler can receive food and shelter provided he is in a position
to pay for it and is in a fit condition to be received'.
Early travelers were warriors, traders or people in search of knowledge.
This was before the advent of hotels. Thus, warriors and conquerors pitched
their tents for accommodation, while traders and people travelling for
knowledge placed a high value on hospitality and sometimes traded their
merchandise for lodging. Inn-keeping can be said to be the first
commercial enterprise, and hospitality one of the first services for which
money was exchanged. Inns of biblical times offered only a cot or a bench
in a corner. Guests stayed in large communal rooms with no sanitation and
privacy. The rates were, of course, reasonable. The company was rough.
Travelers shared the same quarters with their horses and animals. In the
third century AD, the Roman Empire developed an extensive network of
brick-paved roads throughout Europe and Asia Minor, and a chain of
 roadside lodges was constructed along the major thorough fare from
Spain to Turkey.

Till the industrial revolution of the 1700s, no significant improvement was

made in the inns and taverns, and they were not very suitable for
aristocrats. To accommodate wealthy travelers, luxurious structures were
constructed with private rooms, individual sanitation and the comforts of a
European castle. These elegant new establishments adopted the French
word for mansion - 'Hotel'. Not surprisingly, their rates, too, were beyond the
reach of an ordinary person. In America early inns were modelled after
European taverns, with sleeping quarters shared by two or more guests.
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Hotels today are much more than just a place to sleep - many travelers
view them as an integral part of a getaway experience. With the recent
boom of boutique hotels, spiffed-up budget properties, and novelty
accommodations, travelers can choose a hotel that is as much a selling
point as the destination itself.

Early history of accommodation for travelers can be traced back to

the Greek word 'xenia' which not only meant hospitality, but also the
protection given to a traveler from discomforts, the city was bound by
traditions of hospitality. In Sparta city, despite rigorous customs restricting
visitors, goddess Athena was considered a 'protector of strangers' and
hence her name, Xenia Athena.

In this period travelers were mainly diplomats, philosophers,

intellectuals, and researchers. Guests were invited to stay with the
nobleman. In ancient Olympia, buildings constructed with the aim of
accommodating strangers are still visible; they were called 'Leonardo' and
were built in fourth century BC.

The concept of hospitality can also be traced back to ancient times.

Mention of it is found in Iliad and The Odyssey by Homer. Hotel keeping can
also be traced back to many centuries and its evolution through the ages
has been brought about by Britain's economical and industrial changes
and developments. The next stage in the cycle of evolution of the hotel
industry was the coming of the motor car. It enabled people to visit those
parts of the country which could not be reached by railways. This gave
birth to inland resorts and the hotel industry began to flourish. International
air travel has helped create the modern stop-over hotel. With the increase
in this form of travel, the number of hotels built close to airports has
multiplied. Another trend in hotel keeping is the Motel, which is the
twentieth century version of the old Coach Inn. Coaches were means of
transportation before the railways, they were horse drawn carriages.
People travelling the country by car, stopping overnight here and there;
require not only refreshment for themselves, but also safe parking for their
cars. Post houses, developed by the Trust houses Forte Group, are in fact
the modern version of the old coaching inns. This is probably why Great
Britain is considered as the 'motherland of hotel industry'.

Indian Hospitality Industry

History
Hotels and the catering industry as we know it started late in the 19th
century with the development of the major cities, easier sea travel and the
coming of the railways. In ancient times, travellers were a rarity, but could
 always rely on a meal whilst passing through. As the centuries progressed,
travelers mostly pilgrims would be cared for in the temple or monasteries.
During the Mughal rule, the forts and surrounds would cater to the needs of
the traveler often in exchange of no more than the stories of their adventure
during their travels or any news from other towns and villages. During the latter
part of the 18th Century, and the formation of the East India Company by the
British, it was apparent that catering on a more formal basis was required and
with the advent of the railways in the mid-19th Century, small hotels & clubs
were becoming part of everyday life of those who could afford to eat out.

For the ordinary man in the street kerb side catering was a way of life
and for many hundreds of years the scene of cooking delicacies like pakora
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& samosa and other spicy tit bits was a way of ensuring that anyone with a
few paisa to spare need never go hungry.

Prior to the formation of hotels and hotel companies the club provided
any lodging amenities that were required. These clubs were restricted
unfortunately to Europeans or upper-class Indians. However, it did give many
Indians the opportunity to work in a Hotel type environment and become
skilled in kitchen & restaurants. These skills were often passed down from father
to son.

The vast Indian army too, required catering on a different scale, and
officer’s messes then as now resembled high class restaurant with usually a
very good kitchen attached.

The princely palaces of the many royal Indian Maharajas and families
were also run on hotel lines of the present day at least as far as food & drinks
were concerned.

Kitchen with Indian & European chefs were considered normal and the
banquets of yester years have far out shown anything that is provided today
even of the best 5-star hotels. India & Indians have a long-cultured heritage
of catering and hospitality. The diversity of
the regional dishes and the talent to produce them has long been inherent
and it is because of this fruitful history that India with its numerous Hotels &
Restaurants rank among the world’s leading hospitality & tourist destinations.

Topic 1.2: Types of Hotels and Its Classifications

Hotels are typically referred to by hotel type or category. The
type of hotel is determined primarily by the size and location of the
building structure, and then by the function, target market, service
level, amenities, and industry standards.

Hotels may be classified on a number of different variables. A

hotel’s size is based on the number of guest rooms it has; hotel sizes
can range from a small boutique hotel with fewer than 50 rooms to
a large resort hotel with more than 1,000 rooms. The location of a
hotel can also determine the type of guest served. An airport hotel
may be very different from a bed and breakfast or a conference
hotel. The level of service provided is also a key variable, ranging
from an inexpensive budget or economy hotel, which may have
limited services and amenities, to upscale and luxury hotels with full
services and a wide range of amenities. What are amenities? They
are the extra activities or services available at a hotel beyond the
 guest room itself. They can include basics such as accessibility or
parking, or higher-end options like spas, golf courses, and elegant
restaurants. The type of ownership is also an important variable:
many branded hotels are franchised, but many are operated as
independent hotels. Owners may manage their own hotels or many
hire a third party manager. A hotel chain such as Marriott or Hilton
may in fact be comprised of several different brands: Marriott
currently has 19 different hotel brands, with each name representing
a different level of price, service, or target customer segment. There
are several industry organizations, such as AAA or TripAdvisor, which
can provide consumers with ratings for individual hotels.
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Size
Or number of rooms
- Under 200 rooms
- 200 to 399 rooms
- 400 to 700 rooms
- More than 700 rooms
The above categories enable hotels of similar size to compare operating
procedures and statistical results.

Target Markets
Hotel targets many markets and can be classified according to
the markets they attempt to attract their guests. The common type of
markets includes business, airport, suites, residential, resort,
timeshare, casino, convention and conference hotels.

Business Hotels:
These hotels are the largest group of hotel types and they primarily
cater to business travelers and usually located in downtown or business
districts. Although Business hotels primarily serve business travelers,
many tour groups, individual tourists and small conference groups find
these hotels attractive. Guest amenities at business hotels may
include complimentary newspapers, morning coffee, free local
telephone calls, Breakfast etc.

Airport Hotels:
These types of hotels typically target business clientele, airline
passengers with overnight travel layovers or cancelled flights and airline
crews or staff. Some hotels might give free transport between hotel and
airport. Some Airport hotels also charge the guest by the hour instead of
normal daily night charges.

Suite Hotels:
These kinds of hotels are the latest trend and the fastest growing
segments of the hotel industry. Such hotels have a living room and a
separate bedroom. Professionals such as accountants, lawyers,
businessmen and executives find suite hotels particularly attractive as
they can work and also entertain in an area beside the bedroom.

Extended Stay Hotels:

Extended stay hotels are somewhat similar to the suite hotels, but
usually offers kitchen amenities in the room. These kinds of hotels are for
long-stayers who want to stay more than a week and does not want to
spend on hotel facilities.
 Serviced Apartments:
Serviced Apartment / Residential hotels provide long-term or
permanent accommodation for Guest. Usually guest makes a lease
agreement with the hotel for the minimum of one month up to a year.
Rooms generally include living room, bedroom, kitchen, private balcony,
washing machines, kitchen utensils etc. Unlike normal hotels Serviced
apartment only provide weekly one housekeeping service.

Resort Hotels:
Resort hotels are usually located in the mountains, on an island, or in
some other exotic locations away from cities. These hotels have
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recreational facilities, scenery, golf, tennis, sailing, skiing and swimming.

Resort hotels provide enjoyable and memorable guest experiences that
encourage guest to repeat to the resort.

Bed and Breakfast / Homestays:

These are houses with rooms converted into overnight facilities, this
can size up to 1 to 10 guest rooms. They are also known as 'Home Stay's'.
The owner of the B&B usually stay on the premises and is responsible for
serving breakfast to the guest.

Timeshare / Vacation Rentals:

Another new type or segment of the hospitality industry is the
timeshare hotels. These are sometimes referred to as “Vacation-interval"
hotels. Timeshare hotels are where the guests who purchase the ownership
of accommodations for a specific period. These owners may also have the
unit rented out by the management company that operates the hotel.

Casino Hotels:
Hotels with gambling facilities are called Casino Hotels. Although the
food and beverage operations in the casino are luxurious their functions
are secondary to and supportive of casino operations.

Conference and Convention Centres:

These types of hotels focus on meeting and conferences and
overnight accommodation for meeting attendees. They also provide
video conferencing facility, audiovisual equipment, business services,
flexible seating arrangements, flipchart etc. These hotels mostly located
outside the metropolitan areas and have facilities like golf, swimming
pools, tennis courts, fitness centres, spas etc.

3. Levels Of service

World class service:

These are also called luxury / Five Start hotels, they target top business
executives, entertainment celebrities, high- ranking political figures, and
wealthy clientele as their primary markets. They provide upscale
restaurants and lounges, Valet, concierge services and also private dining
facilities.

Mid-Range Service:
Hotels offering mid-range or otherwise 3 to 4-star hotels service
appeal the largest segment of the travelling public. This kind of hotels does
not provide elaborate service and have an adequate staffing. They also
 provide uniformed service, food and beverage room service, in-room
entertainments and also Wi-Fi etc.

Budget / Limited Service:

These hotels provide clean, comfortable, safe, inexpensive rooms
and meet the basic need of guests. Budget hotels appeal primarily to
budget-minded travelers who want a room with minimum services and
amenities required for the comfortable stay, without unnecessary paying
additional cost for costly services.

4. Ownership and Affiliations

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Independent / Single Owner Hotels:

They do not have identifiable ownership or management affiliation
with other properties. Example of the same would be family owned and
operated hotel that is not following any corporate policies or procedures.

Chain hotels:
Hotels which are part of a hotel chain and these kinds of ownership
usually imposes certain minimum standards, rules, policies and procedures
to restrict affiliate activities. In general, the more centralized the
organization the stronger the control over the individual property.

Table 1. Types of hotels and their key characteristics – It outlines the

characteristics of specific hotel types that have evolved to match
the needs of a particular traveler segment. As you can see, hotels
adapt and diversify depending on the markets they want and need
to attract to stay in business.

Table 1. Types of hotels and their key characteristics

Market Segment Traveler Type Characteristics
Commercial Business High-volume corporate
accounts in city or airport
properties

Stronger demand
Monday through
Thursday
Leisure Leisure Purpose for travel
includes sightseeing,
recreation, or visiting
friends and relatives

Stronger demand Friday

Meetings and groups Corporate groups,
Associations, Social,
Military, Education,
Religious, and Fraternal
groups (aka, SMERF)
and Saturday nights and
all week during holidays
and the summer
Includes meetings,
seminars, trade shows,
conventions, and
gatherings of over 10
people

Peak convention
demand is spring and fall
 Proximity to a conference
center and meeting and
banquet space increase
this market
Extended stay Business and leisure Often offers kitchen
facilities and living room
spaces

Bookings are typically

more than five nights
Often business related
(e.g., extended health
care, construction
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projects, corporate
projects)

Leisure demand driven by

a variety of
circumstances including
family visiting relatives,
home renovations,
snowbirds escaping
winter

TRY THIS!
Name 10 Hotels in Northern Mindanao that belong to each type of
hotel mentioned above and why, (justify), then identify what level
of service they offer.

References
• Cousins, J., Lillicrap, D., Weekes, S., (2014) Food and Beverages Services
(9th Edition). Hodder Education, A Hachette UK Company.