CHAPTERIZATION

Sr.no. Index Page no.

1. Topic 1

2. Introduction 2

3. Aims 20

4. Objectives 21

5. Hypothesis 22

6. Research Methodology 23

7. Questionnaire 25

8. Biblography 28
 BAR MANAGEMENT
AND
SERVICE OPERATION
 INTRODUCTION

The present-day modern concept of the hotel is not just a place to provideaccommodation and
food and beverage but offering to its guest every possiblefacility, service and
convenience.Negi, (1992) opined that the important activities ofa hotel includes Reception,
Restaurant, Bar, Banquet Hall, Entertainment andRecreation, Sightseeing, Transportfacilities,
Swimming pool, Lounge facilities,Shopping facilities, Valet and Laundry services, Tennis
court, Golf and Squash,Health club, Business center etc. Apart from these services beverage
service is amajor component and has remained an important part of hospitality industry
today. The beverage services are provided by various outlets of food and beverage
department in the hotel. These outlets are bars, room service, banquet, restaurant, 24hours
coffee shop, lounges, etc. which serves alcoholic as well as non-alcoholic beverages. Out of
these above outlets our focus of this study is on the bar & beverage operations of the hotel. In
the food & beverage operation, the alcoholic and non-alcoholic beverage playsthe pivotal
role. According to Gonzalez-Gomez & Morini, (2006) alcoholicbeverages demand,
particularly wine is changing & growing now days. According toArora (2009), bar operation
is defined as “a public place where the primary businessof the place is to sell alcoholic
beverages to the general public, for consumption onthe premises.” This definition suggests
that bars are primarily involved in the sale ofalcoholic beverages to the general public for
consumption on the premises. Hence, these definitions exclude occasions or events such as
social parties, where there is nocommercial trade involved. Additionally, these definitions
explicitly mention thelocation of consumption of alcoholic beverages at the premises of sale
and consequently, exclude liquor stores, which provide alcoholic beverages forconsumption
on alternative premises (Allen & Albala, 2007). These definitions alsomention the primary
focus of bars as the sale of alcoholic beverages. In turn, thesedefinitions suggest that those
organisations providing alcoholic beverages as asecondary or supplementary service offering
should be omitted when referring to.

bars. Based on the definitions of bars presented above, it is evident that the term ‘bar’ seems
to primarily focus on the selling of alcoholic beverages to the public forconsumption at
thepremises of sale. Hence, the term ‘bar’ is seen to relate tohospitality organisations, which
are primarily concerned with the sale of alcoholicbeverages (George, 2008). The term ‘bar’ is
derived from the specialized counter onwhich drinks are mixed and served. Patrons may sit or
stand at the bar and be servedby the bartender. Depending on the size of a bar and its
approach, alcohol may beserved at the bar by bartenders, at tables by servers or by a
combination of the two. Bar and Beverage operations also provide employment and they
provide support to many industries whose materials and products they use (Kotschever and
Tanke. There are bar and beverage operations that provide social activities, entertainment and
even include a range of dining services. Bar and Beverageoperation is a high revenue
generating outlet in a hotel that’s why national and international hospitality companies alike
are working hard to ensure that professional and responsible behavior is maintained by their
bar personnel orbartenders (Kotschever and Tanke, 1996). It is a fact that while the
hospitality
industry in the rest of the world considers bars as an integral part of the complete guest
experience; in India, the focus on bars has been limited. This is a very relevant segment,
especially given the demographic of the hotel guest in Indian hotels. With India’s economy
booming, there has never been a greater emphasis on leisure and business travel as during the
present. Indeed, whether Indians travel to the rest of the world, or, foreign guests travel to
India, or, Indians travel within India for leisure or business, you have a guest demographic
which is much more experienced and savvier and accustomed to having drinks both as a habit
and as a social need. Over the past numerous years, the world’s leading hotel brands have
increased their efforts to respond to environmental issues and invested significantly in going
green. By adopting latest technologies and work on the principle ofsustainability instead of
rapid development and short-term fiscal goals, possibly there is a chance for the hotel
industry to transform itself into an example of environmentally sound operations an act as a
channel of information about sustainability. In every industry these days, encouraged by
unprecedented consumer demand for healthy, environmentally friendly products,
sustainability has become

important part to survive in the industry. Now a day the green hotels are more familiar to
customers and called as environment friendly hotels. According to MDEO (2009),
commercial food service establishments and restaurants are the highest energy users’ sectors
that is why going green is important for sustainability and for the profitability considerations.
According to National Restaurant Associations (2011), 62% of consumers want to spend in
the outlet where they are following green practices. Hu et al. (2010) stated that greening plays
a vital role in surviving and prosperity for most of the industry. The term green refers to
“actions that reduce the impact on the environment, such as eco-purchasing or recycling”
(Wolfe and Shanklin, 2001). Through the last few decades, the hotel industry focusing on the
environmental impact with each hotel striving to achieve environmental goal even though
there is no universally definition of a green hotel (Harris & Crane, 2002). According to
Beverage Information Group’s Handbook Advance 2013, distilled spirits increased for the
15th consecutive year, growing slightly faster than in 2012. New products and the
modernization of spirits are helpful in growth as since 2008, 3.6% is the largest increase.
Further the report revealed that the consumption of wine is also increased as domestic wine
consumption increased by 3.0%, surpassing imported brands but the fortified and aromatized
wine category is declined if compare to sparkling wines or champagne.
TYPES OF BAR & BEVERAGE OPERATION

There are different kinds of bars operated by the hotel or outside the hotel which are
termed as stand-alone bars. The classification of the bar and beverage operation is
not an easy task as other food and beverage outlets because there can be so many
blends of features. Beverage services differs in many ways with different purposes
from the bar or the bar-restaurant combination in hotels i.e. Lobby bar, cocktail
lounge, restaurant bar, a night club, room service, mini bar, etc. So a broad
classification is one using the groupings bars and lounges (Kotschever and Tanke,
1996). There are a lot of differences among the operations in each of these broad
categories. Based on the definitions of bars presented above, it is evident that both
the terms “bar” and “lounge” seem to primarily focus on the selling of alcoholic
beverages to the public for consumption at the premises of sale. Hence, for the
purpose of this research study, the terms “bar” and “lounge” are seen to relate to

hospitality organizations, which are primarily concerned with the sale of alcoholic
beverages for consumption on the premises of sale. There are bars that serve
beverages only, with some offering like light snacks such as wafers, peanuts, finger
chips etc. However, some serve a limited food menu, with beverages as their primary
offering (Kotschever and Tanke, 1996). There is public bar, cocktail bar, airport
bar, piano bar, sports bar, wine bar, service bar, portable bar/mobile bar, recreational
bars, in-room, or mini bar etc. (Rutherford and O’Fallon, 2007). There are bars
whose trade is local and whose guests are regular who visit often. Bars such as these
are gathering places, where good camaraderie and companionship are as much a
merchandising factor as the product sold. Interestingly, there are bars on busy streets
and in other areas where passersby can drop in for a beverage. Hotels usually have
these types of bars available for the in-house guest and for the outside guests as well.
Lounges may be difficult to differentiate from bars. Lounge is an area meant for
relaxing which is normally located near the reception area. Moreover, lounge is
usually located in the hotel lobby or executive floors, offer a range of specialty teas
and coffees. Some establishments have lounge bar which serves all kinds of
alcoholic beverages to the guests at the lounge where guest can stand or sit and
obtain beverages. Lounges differ from bars in that they usually provide space for
more tables and chairs and are usually better furnished and often being served to
upscale type of guests. The tables and chairs provided may be somewhat incidental
to the bar business. Many lounges are associated with the food service outlets and
the primary purpose is to serve the beverages in a separate area for the better dining
experience. Thus, a lounge may be placed near the restaurant entrance area so that
the guest can drop in and have drinks according to their choice before the meal
(Rutherford and O’Fallon, 2007).

Hotel Bar & Beverage Operations

Beverage service is a major component and has remained an important part of

hospitality industry today. The beverage services are provided by various outlets of
food and beverage department in the hotel. These outlets are bars, room service,
banquet, restaurant, 24 hours coffee shop, lounges, etc. which serves alcoholic as
well as non-alcoholic beverages. A beverage service differs in many ways with
different purposes from the bar or the bar-restaurant combination in hotels i.e.
Lobby bar, cocktail lounge, restaurant bar, a night club, etc. There might be three or

four bars under one roof, each with a different purpose and a different ambience. In
addition, there is room service, with a food menu that includes mixed drinks, beer,
wine, and Champagne. A new facility popular in many hotels is that of the in-room
bar, mini-bar, or honor bar. While sometimes the responsibility for inventory of
these bars rests with room service, the beverage manager in most cases is also
deeply involved in their design, marketing, and control (Rutherford & O’Fallon,
2007). Individual rooms often have a minibar, a small refrigerator or cabinet stocked
with a modest inventory of snacks and drinks, ostensibly for the convenience of
hotel guests. Most business travelers find the unabashed price-gouging irritating.
Industry experts now suggest that nothing in the minibar be priced higher than a
comparable item sold in the hotel’s vending machines. According to Lodging
magazine, there are three keys to minibar profitability: The unit must be installed so
that it is easy to use and its contents must be clearly visible, a reliable system must
be in place for prompt restocking of cabinets and correct billing of guests, finally,
guests must be enticed to somehow overlook the high prices of minibar goods. In
response to the last point, some hotels have begun packaging other types of items to
sell, such as logo-emblazoned nightshirts, intimacy kits and grooming items, in
addition to snack foods and mixed drink ingredients. Even so, the minibar is not a
major moneymaker for most hotels, and it does siphon some business away from the
hotel’s other food and beverage venues, especially room service. The item most
likely to be purchased is not alcohol, but bottled water. However, food and beverage
directors of large and/or luxury hotels say the minibar has become a necessary
amenity, high prices and all, for its sheer convenience, even as they acknowledge the
increased labor costs of restocking and maintenance. Others are abandoning their
minibars, however, citing results of guest surveys as well as upkeep costs, primarily
the labor involved in the checking and restocking them.
Further, there is banquet service, catering to conference, convention and reception
needs. Typically, the client makes beverage choices in advance of the event, which
are served from portable bars by extra personnel hired for the occasion
(Singaravelavan, 2011). Portable bars are designed for maximum flexibility and
can be used in conjunction with beverage sales associated with guest activities
anywhere in the hotel or on its grounds. This may be extended in resort areas to

include recreational areas (Rutherford & O’Fallon, 2007). This type of bar is also
called as banquet bar. This temporary type of bar set-up in the banquet used to serve
alcoholic drinks during a specific function. The type and quantity of drinks to be
served are generally predetermined at the time of booking the function. The drinks
may be either bought by those who wish to drink or paid by the host for all the
drinks consumed by the guest during the function. As similar to dispense bar this bar
also collect the stock may be from the main bar or from the cellar. There is a
possibility that, the guest would bring their own bottles of liquor in which case
corkage charges will be charged according to the norms.
Possibly the most daunting challenge of hotel beverage service is its diversity,
coupled with the up-and-down nature of demand. Since a hotel’s primary clientele is
overnight guests, demand for beverages rises and falls according to the occupancy
rate. This, too, is unpredictable: A hotel can be completely full for a convention and
yet have very little bar trade, depending on the kind of convention it is hosting. On
the other hand, a very low occupancy rate might net a lot of bar business. Again, it
just depends on who the hotel guests are. Resort and luxury hotels often have several
bars and restaurants, with a variety of entertainment, food, and drink, to keep the
hotel guests spending money on the premises, as well as to attract an outside
clientele. On the other hand, a small commercial hotel in a big city might need only
one bar with several stations to serve its lobby customers, a cocktail lounge, coffee
shop, dining room, and room service.
Bar/Entertainment Combinations

The bar like night clubs, discotheque, offering the beverage service along with some
kind of entertainment, further the range from the neighborhood bar with pool,
pinball, dartboards, or giant televisions, to comedy clubs, to ballrooms with big
bands. In between are cocktail lounges and nightclubs with live-entertainment piano
bars, country and western dancing, jazz or folk duos, or rousing rock-and-roll
groups. This concept must include the decision to make room for a stage area, sound
system, and dance floor. Having entertainment also means hiring someone
knowledgeable to book the bands or entertainers whom people will want to see and
always thinking ahead to the next fad or hottest music trend to attract the fickle
public. A concept that includes regular entertainment of any kind also includes the

fixed costs and additional financial risk of hiring and paying the entertainers. Nights
Club operates during the nights and offers dinners, dance entertainment which is the
best suits bar in this category. Cabarets or floor shows are the main attraction of the
night club, Couples can dance floor to music performed by live bands or to recorded
music. 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 (Singaravelavan, 2011). Further, Discotheque operates
during night hours; it provides a dance floor for guest 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. It is generally located in secluded
placed 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. In most cases the entertainment may draw the crowd, but it is the drinks that
provide the profits. If there is a cover charge, which is an admission fee per person
paid at the door, at least part of it is likely to go to the entertainers. The fortunes of
this type of bar will rise and fall with the popularity of its entertainers, unless the
place has something else going for it. Sports bars offer a different type of
entertainment. In the mid-twentieth century, the term sports bar was a nickname for
popular watering holes frequented by sports figures and sports writers, who bought
each other drinks and traded stories and colorful quotes. Today, however, you are
more likely to have your conversation yelling at a big-screen television than at a
sports columnist. Modern-day sports bars are designed for group viewing of popular
sporting events. Equipped with large television screens, the sports bar often sets a
fixed price or cover charge to guarantee a good profit because customer turnover is
so small. Large sports bars serve a menu of full-course meals, and many take
reservations in advance of popular events like boxing matches, baseball’s World
Series, a Triple Crown horse race that will draw a crowd. Interestingly, it is found
that a type of bar called Pub is derived from public house which is licensed to sell
alcoholic beverages best suits this category. Pubs have been socially and culturally
distinct from cafés, bars, bierkellers (German beer halls) and brewpubs. Most pubs
offer a range of beers, wines, spirits, soft drinks and other alcoholic drinks along

with snacks. Many pubs are controlled by breweries, so cask ale or keg beer may be
a better value than wines and spirits. Most pubs were once owned by the breweries
to market their products, but today they are operated by other business promoters.
Originally they were owned by breweries to sell their beers in India, cities like
Bangalore and Mumbai have some of the finest pubs (Singaravelavan, 2011).
Traditionally the windows of town pubs were of smoked or frosted glass to obscure
the clientele from the street but from the 1990s onwards, there has been a move
towards clear glass, in keeping with brighter interiors. The owner, tenant or manager
of a pub is properly known as the pub landlord.
Probably the most stable type of bar/entertainment combo is the smaller place with
an attractive ambience, good drinks, and local entertainment to draw a loyal, local
crowd. The success potential of this kind of establishment is much the same as the
bar-only enterprise. Larger operations featuring out-of-town entertainers have a
higher but riskier profit potential. It is likely to be either feast or famine. The bar
gears up for each crowd with temporary extra help, a large investment in liquor
inventory, and possibly extra security personnel. Weather, holidays, location, and
weeknight versus weekend crowds all heavily impact this type of business. Casinos
are another enduring combination of entertainment and beverage service. Today’s
casinos might be run by a huge corporation or a Native American tribal council, and
might include everything from big name stage productions and professional boxing
matches, to restaurants and non-gambling arcades that attract families instead of
Food & Beverage Combinations

Food plays a pivotal role in bar & beverage operation that is why this combination is
adopting by many establishments. The success of the restaurant operation or bar
operation is behind the combination of wine with food or food with best suit the
beverage. The most common form of beverage operation is one that is linked with
foodservice. One type is the restaurant/bar, where drinks and wine are
part of the meal service, served by the same wait staff that serves the meal. The bar
is often used as the waiting area for the restaurant during busy times. Drinks may be
poured at a service bar out of public view or at a pickup station in a bar that serves
customers while they are waiting for a table (Singaravelavan, 2011). The major

portion of the sales comes from the foodservice. However, the beverage sales often
turn the profit for the enterprise. The only added costs are for the wine and liquor,
the bartender, and a minimum investment in equipment; the other necessities,
service personnel and the facility itself, are built into the restaurant operation. A
service bar is a hidden bar designed for use by the hotel’s food and beverage service
staff only. It is also called as dispense bar. It may serve one or more foodservice
areas and/or room service, and it is designed specifically for efficiency and economy
of service. It serves alcoholic drinks as well to the guests in the restaurant during
their meal time. In most cases, speed is considered the essential ingredient in service
bars. Service bars typically are centrally located in the back of the house, out of
guest view (Rutherford & O’Fallon, 2007). The stock may be collected either from
the main bar or from the cellar. The service/dispense bar has a minimum stock of
drinks that may be suitable for aperitif, to accompany the dishes offered and as
digestives. Another type of food and beverage combination is the bar that offers
light food in addition to drinks. In this case the beverages and the bar atmosphere
dominate, and the major sales volume comes from the bar. But the food is a nice
sidelight that attracts customers and prolongs their stay. Typical menu items are
appetizers: nachos, chips or crudités and dips, spiced chicken wings, and stuffed
potato skins. However, with interest revving up for organic, exotic, and ever more
titillating taste sensations, more food-beverage combo bars are offering rolled-on-the
spot sushi, domestic and imported cheeses, stone baked pizzas, and skewers of
grilled chicken, shrimp, and lamb. Interestingly, to attract more customers, many
food and beverage bars are adding the Happy hour specials on both food and
beverage choices. In 1980s, Happy hours would include buffets of free food but
today’s Happy hours usually feature discounted prices on food & beverages
(Katsigris and Thomas, 2012).
Further, another type of food and beverage combination is the Lounge bar is that in
which the guest feels more comfortable than the other bars and where the drinks are
usually more expensive. Lounge is an area meant for relaxing which is normally
located near the reception area. Some establishments have lounge bar which serves
all kinds of alcoholic beverages to the guests at the lounge. The drinks may be
collected from the main bar and carried on a tray to the lounge and then being

served. A separate bar can also be setup if the volume of business is more and there
is adequate area in the lounge to address the needs of the guests. Lounge bar is often
seen in airports, clubs, casinos, luxury hotels, ships, etc. (Singaravelavan, 2011).
A special variation of the food-beverage combination is the wine bar, which first
appeared during the 1970s as Americans discovered and learned to appreciate wines.
Here the customer can choose from a selection of wines by the glass or by the bottle,
beginning with inexpensive house wines and going up in quality and price as far as
the entrepreneur cares to go. A wine bar is an elegant bar that serves only wine (no
beer or liquor). Patrons of these bars may taste wines before deciding to buy them.
Some wine bars also serve small plates of food or other snacks. This bar sells only
wines of all kinds, mainly the most expensive wines. It has a good collection of wide
range of wines. Guests usually buy bottles of wine for consuming on premises or
later outside the bar. This kind of bar is comparatively new concept and becoming
very popular amongst wine connoisseurs and affluent people. A full menu, or fruit
and cheese platters and upscale hors d’oeuvres, can be served. There are inherent
problems in running wine bars. The first is, of course, that serving only wine tends
to limit the clientele to wine lovers. Some urban areas have enough wine enthusiasts
to support a profitable enterprise, they respond to quality and expertise, and they
attend and appreciate special wine tastings, classes, and wine-cantered celebrations.
This enthusiasm, however, raises a second difficulty like purchasing appropriate
wines requires an expertise few people have and may require a financial investment
few are willing to make. As a result many wine bars serve liquor and beer as well.
This broadens their appeal and allows them to realize the necessary profit margin. In
effect they are simply bars that specialize in wine sales and wine knowledge. Other
wine bars may broaden their offerings by serving meals, thereby becoming
restaurants with an emphasis on wines. Some also sell wines at retail, offering
customers discounts for volume purchases. This combination of on-premise service
and take-home sales is not an option everywhere. Beverage laws in many areas do
not allow it.
The Beverage Only Bar

This type of category plays very pivotal role in the bar & beverage operation and the
beverage operation has its roots from this combination. The beverage-only bar
serves beverages alone along with light snacks like peanuts, pretzels, cheese and
crackers. This type of category or bar serves beer, wine, spirits or mixed drinks, and
other non-alcoholic beverages as well. It might be a neighborhood gathering place, a
way station for commuters on their homeward treks, or a bar at an airport or bus
terminal or bowling alley. Public bar also comes under this category, in which the
guest can, if he or she so desires, interacts with the bartender and other service
personnel. There are provisions for guest seating at the bar itself, which may be part
of a restaurant or a separate room or area. Separate tables and stand-up areas may
also be available for beverage service (Rutherford & O’Fallon, 2007). Further,
Cocktail bar can be a part of this category which serves all kinds of cocktails along
with other alcoholic drinks. It may be found in airport, casinos, hotels, ships, etc.
(Singaravelavan, 2011). Business at such bars typically has a predictable flow: a
daily pattern of peaks and valleys, a weekly pattern of slow days and heavy days,
with the heavy days related to paydays and days off. There might also be seasonal
patterns. In airports and bus terminals, business is geared to daily, weekly, and
seasonal travel patterns, and according to the time of day; light beverages are served

during morning and afternoon, and heartier drinks are served as the working day
ends. Because only one type of product is sold and business is generally predictable,
the operation of a beverage-only bar is relatively simple, from production, to staffing
and purchasing, to keeping track of the beverages, money, and profits. This type of
bar also usually has a specific reason for success, perhaps its location, its reputation
as a friendly place mainly famous for pouring well-made drinks, or simply its lack of
competition or perhaps it has just ‘always been the place where everybody goes’.
Often such bars thrive by being the same as they always were. Customers become
sentimental about them and would not tolerate change. Further it is demonstrated
that, as the mood of the country changes, many neighborhood bars are adding food
to their offerings. Hotel chains, such as Marriott, Radisson, and Hyatt, have phased
out their cocktail-only lounges in favor of food and beverage combinations. Some
states do not allow beverage sales without food sales interestingly other bar owners
have decided that it is simply more responsible to offer people food if they will be
drinking. Master concessionaires, such as Host Marriott, now run more than 1,800
restaurants in 73 airports, and the trend has been to upgrade these facilities to pour
more premium beverages, serve better food and offer entertainment for travelers
awaiting their flights. In short, beverage-only bars are definitely a minority today.
Although some are highly profitable, most bars find that serving liquor alone is not
enough to attract and keep customers. So the majority of bars offer something else
including entertainment or food or both which attracts the clientele towards the
business.

Bars and Smoking Combination

This has been found another combination in the beverage operation. The cigar bar
has been a trendy addition to the beverage scene and a profitable one, too.
Customers who enjoy high priced cigars also have the opportunity to order premium
spirits, wines, beers, and after-dinner drinks to accompany them (Katsigris and
Thomas, 2012). The cigar boom is not legal in all venues since smoking is
prohibited in many public places by local and/or state ordinance. But a place that
install heavy-duty ventilation systems, humidors and has the separate smoking
sections in the outlet and offer extensive cigar selections, as well as single-malt
Scotches, small-batch Bourbons, Cognacs, and Ports are filling an interesting,
upscale niche. Sometimes, in states or cities where smoking is illegal in foodservice
establishments or public buildings, these businesses must be operated as private

clubs that charge membership fees and restrict access to minors. However, likely
because of increased pressure from safety and health advocates, the cigar bar is on
the decline stage. Further, Hookah Bar is in the trend. At the end of 2008, there
were 470 hookah bars listed on the website called hookahbars.com in the United
States, and an average of five open every month. Most hookah bar enthusiasts are in
the under-30 crowd and have welcomed the trendy water pipe smoking as the new,
hip things to do. However, with most states banning cigarette smoking in degrees
small and large in public places, cigar and hookah bars may not be long-lasting
establishments. This brings up a controversial issue in the bar and restaurant industry
today whether or not to allow smoking. In many cities and states, allowing bar
customers to smoke indoors is no longer the prerogative of the business owner. At
this writing, 25 states, Washington DC and Puerto Rico have passed smoke-free
laws that include restaurants and bars, exclude standalone bars. Even in the
southeastern United states, where most states have not passed smoking prohibitions,
hundreds of cities and countries have passes their own local ordinances. Generally,
although the individual laws are quite specific and worded very technically, a
business is considered a bar if it earns most of its profit from alcohol sales and
refuses entry to minors, it is considered a restaurant if it earns most of its profit from
food sales and serves customers of all ages

In-flight Beverage Service

Airlines industry is part of the hospitality industry as the food & beverage are served
on airline flights. The restrictions of space, time, weight, and equipment are
formidable as cruise lines and passenger trains have similar storage limitations.
Airlines drink menus are limited as compare to other establishments. Liquors, beers,
wines, and a few types of cocktail mixes are handed out in small, individual bottles
or cans. The cups are nesting, plastic disposables, except in first- and business-class
cabins. Flight attendants push a beverage cart down the aisle and, working from both
ends, can garnish glasses and fill them with ice, pour beverages or hand out the
individual-sized drink components, and collect the money. The process is a marvel
of organization. Tight control systems follow the little bottles everywhere since they
are extraordinarily tempting to both airline employees and customers. In recent
years, wider enthusiasm for food and wine has prompted airline companies to seek
advice from high profile wine consultants to upgrade their beverage service. In some
cases, the in-flight menus reflect the local tastes and preferences of the destination
city or country. For higher-paying passengers, drinks are free and service typically
includes real glassware, a choice of wines, Champagne for breakfast, and sometimes
specialty drinks are served.
The world bar and pub market include the various bars, taverns, nightclubs, pubs,
lounges and other places which provide alcoholic beverage to the public. Out of the
above mentioned establishments some are serve beverage that are consumed on the
premises. In discotheques and nightclubs, they offer food service as well along with
the alcoholic beverage as their main source of revenue is selling alcoholic beverage
in the outlets. These types of establishments have the high product turnaround, but
low profit margins (Report linker, 2013).
BAR LAYOUT & DESIGN

As previously discussed, the beverage services are provided by various outlets of

food and beverage department in the hotel. These outlets are bars, room service,
banquet, restaurant, 24 hours coffee shop, lounges, etc. which serves alcoholic as
well as non-alcoholic beverages. There are different kinds of bars operating by the
hotel or outside the hotel which are termed as stand-alone bars. Further, bars can be
divided according to the beverage service or various combinations of operations and

there are different kinds of bars comes under these combinations. Still there are
many factors, which need to be implemented in the design of all types of bar. These
factors can be categorized and changed according to the different variables like
types of bar, owner and designer preference, climate, types of customers etc.
According to Robson (1999), human beings continually scan their environments for
information and stimuli, which help them to make conscious and subconscious
judgments about the surroundings, and to determine what actions and attitudes are
most appropriate. People’s attitudes, behaviour and well-being are influenced by the
aesthetic quality of the environment (Scott, 1993). Belman (1996) revealed that
changing customer demands and their increased expectations, are driving design in
the bar and restaurant industry. With an increase in the number of people eating out,
the demand for more sophisticated and ambience-rich settings is also increasing
(Ursin, 1996). Hammaker (2000) stated that restaurant visitors are looking for
entertaining environments with aesthetic qualities, which can reinforce and enrich
the overall dining experience. Ambient, social and design factors are elements that
can contribute to the creation of a food & beverage outlet environment that provides
a positive dining experience to visitors (Robson, 1999). The type of bar design has
direct relation with layout design, as a result, study focusing different bar practices
which has a relationship with design and layout of the outlet. To create a bar, good
plan is necessary and designing a good plan is not happening, unless it has
appropriate design layout. Generally, the overall goal of each layout design is to
create a straight and smooth flow of food & beverage service, employees and
equipment’s with no cross or back traffic. According to Arora (2007), the raw
ingredients and materials should enter from receiving area and follow a logical path
to the storage, bar, preparation, serving area and returns to the back of the house. In
designing a bar layout there are areas that need to be considered long away. These
areas are receiving, kitchen, bar, services, cashier area, staff space, office, restroom,
storage and employee restroom. Each one of these areas are essential and need to
consider and design well (Piotrowski, 2007). Receiving area is generally located at
the back of the house with the access from the main street it is also located close to
the kitchen and bar and it is the first point that the alcoholic beverage and supplies
are taken into the bar. Therefore, it should be designed carefully. Arora (2007)

stressed that the receiving area must be protected from the snow, rain, heat and other
excessive temperature and at the same time should not be visible to the customers
but should have visual accessibility from the managers' office. It is proper to say for
serving varieties of drinks/alcoholic beverages it is necessary to design high quality
bars. Each beverage outlets needs a room for their staff. The staff can leave their
belongings and change their cloths. Moreover, staff needs separated restroom
separately from customers' restroom it is possible to add shower in their area. Office
is another part in bar design, which is necessary for the bar manager and head
bartender. The managers' office needs to be secured and located in a closet door
properly demarcated from the back area (Stipanuk, 1992). Restroom needs to have
direct access, but not visual access to bar area. Restroom should have opening like
window to provide fresh air for guest. The term ‘bar’ is derived from the specialized
counter on which drinks are mixed and served. Patrons may sit or stand at the bar
and be served by the bartender. Depending on the size of a bar and its approach,
alcohol may be served at the bar by bartenders, at tables by servers, or by a
combination of the two. A bar is made up of three parts: the front bar, the back back
and the underbar. Each section has special functions.

The Front Bar

The front bar is the customer area, it is the meeting point for the customers and the
bartenders where the customer’s order for their drinks and are served by the
bartenders. The front bar should be functional and have adequate space for pouring
the drinks and serving them. The height of the bar is normally 42-48 inches. The
width of the bar is 16-18 inches with the surface of water proof and alcohol proof
material and should be easy to clean. Most bar surfaces are laminated plastic or
made up of high quality granite. It may or may not have armrest running from one
end to the other. If provided, around 8-inch space must be added up to the width of
the bar and the armrest should be padded for comfort. The waiters pour the drinks
along with the mixers, such as soda, water, etc. into the appropriate side. Glass
arranged in the glass rail (drip rail) which is recessed for about 3 inches at the
bartender (George and Chatterjee, 2008). The vertical structure supporting the front
bar, known as the 'bar die' is like a wall that separates the customers from the
working area. The customer side may be padded, decorated with carving, or left

plain. A footrest runs the length of the counter on the customer side from the floor of
about 9-12 inches. If sit-down bar is designed, it will have high stools, tall enough to
convert the bar to table and each stool will have the space allocation of 2-feet length
of bar. The stools should be very comfortable with proper height with rungs for
footrest or the footrest of the front bar should be within the reach. On elegant
mahogany bars of the 1800s the footrest was a brass rail, and underneath it every
few feet were brass spittoons. The prohibitionists made the brass rail a symbol of the
wickedness of drink, along with swinging saloon doors (Rutherford & O’Fallon,
2007). The elements of the front bar- the surface, die, armrest, footrest and stools are
part of the public perceptions, so their look must be carefully planned in conjunction
with the total décor.

The Back Bar

The back bar has a dual function: as a decorative display area and as a hard-working
storage space. It is located at the back of the front counter leaving sufficient space
for the bartenders to do their work. The back bar consists of display rack set over the
storage cabinets. The back bar holds all kinds of liquor bottles and sparklingassorted
glassware in an attractive manner which enhances the appearance of the
bar. Often the back bar is lined with mirror at the back which reflects the bottles
stored in the rack. It also acts as a merchandising device by displaying the bottles.
The mirror adds depth to the room, helps the bartenders to observe the customers
discretely, and the customers to view others in the room. Many bars include pictures,
posters, tainted glass, plants, antiques, etc. to make the back bar more attractive and
to break the monotony. In most bars, the overhead slotted racks are fitted to store the
stemware which makes the bar very attractive. The base of the back bar functions as
a storage. The base of the back bar functions as a storage space and the part of it
may be a refrigerated cabinet (Katsigris and Thomas, 2012). The extra stock, such as
drinking straws, napkins, cocktail umbrellas, salvers, jugs, condiments, sugar, etc.
are stored. The base of the bar may accommodate special equipment, such as bottle
cooler, glass froster, espresso machine, non-alcoholic beverage dispenser, cash
register, etc. The base bar is wider than the display rack. The design of the back bar
must be functional and at the same time very pleasant to look at from the top to the
bottom as it is the center of attraction in any bar and is in constant view of the

customers. The design must blend with overall decor of the bar. However, it must be
visually pleasing from top to bottom, since customers look at it and it must
coordinate visually with the décor of the room.

The Under Bar

This area is usually the last section of the bar to be designed, after the front of the
bar has been created. It refers to the area under the front bar of the bartender's side.
The under bar should be designed keeping in mind the kind of drinks to be made,
equipment required, and mixes needed for the drinks. In other words, work flow
must be considered while designing the under bar. It is the main centre for the entire
bar operations as the bartenders will be facing the guests while preparing their
drinks. The under bar may be divided into many workstations according to the
volume of the business and the length of the counter. Each station will have its own
supply of fast moving liquor, mixes, ice, glasses, blender, sink, garnishes, etc. within
reach. The liquors in each station are grouped into well brands' and 'call brands'.
Well brands are house brands that are served to the guest who do not specify a
particular brand of liquor. They may just ask for scotch, bourbon, rye, gin, etc.
Hotels will be serving the brand that is kept in stock. Call brands are the brands
requested by the guest by name. For example, Blue Sapphire Gin, Johnnie Walker,
Red Label, etc. If blender is required for most of the drinks then the blender may be
provided in each section; otherwise kept separately at the back bar. Most busy bars
will have automatic dispensing system for mixes in each station. If draught beer is
served, beer dispensing unit must also be provided. Clean glasses should be grouped
according to the type and stored in the glass shelves near the station, on the back bar
or in the overhead racks, and the prepared glasses for the drinks should be kept
ready in the glass rail or near the ice box. Storage area should be provided for
storing reserve stock of spirits, wines, liqueurs, beers, and kitchen supplies. Under
bar should have provisions for waste disposal and hand wash. Some restaurants may
not have dispense bar attached to it; so, the waiters or sommeliers will be collecting
the drinks from the main bar. In that case, one or two sections must be completely
devoted to catering to the needs of the restaurant guests. The bartender should have
adequate area to collect the BOT (bar/beverage order ticket), prepare the drinks,
issue to the concerned waiters/ sommeliers, receive empty glasses, empty bottles,

prepare the bill, etc. If separate section is not set aside, the restaurant staff will be
forced to collect the drinks from the stations moving through the customers' station.
This will result in accidents and confusion. All the three parts of the bar—front bar,
back bar, and under bar—must be functional keeping the requirements of the guests
and the bar staff in mind. The minimum space from the back of the back bar to the
front of the front bar is 8 feet for a comfortable operation (George and Chatterjee,
2008).
 AIMS:

 Building a brand name for a bar.

 To searve good service, food, and drinks.

 Creating a good customer experience for increasing sales.

 Not shying away from valuable feedback.

 Introducing new things in bar and doing marketing.

 Analysying competator for keep up to date and being ready for adopt the change in
industry.
 OBJECTIVES:

 To identify major bar service operations practices in the Indian hotel

Industry.

 To study the relationship between the dependent variable of perceived bar

service operation practices and the independent variables of specific hotel
characteristic.

 To examine the relationship between bar service operations practice and

organizational performance.

 To examine the relationship between organizational performance and

demographic variables.

 To suggest measures to improve bar service operations practices and bar

performance in particular sample respondents and in general others.
 HYPOTHESIS:

 There is a set of bar service operations practices in the Indian hotel industry
that is most important.

 There is a positive relationship between bar service operation practices and

specific characteristics of hotel organizations such as category, age, capital,
number of employees and type of ownership.

 There is a positive association between bar service operations practice and

organizational performance.

 Organizational performance and demographic variables are positively

associated.
 RESEARCH METHODOLOGY

Research Instrument

In this study, bar service operation practices identified through various review of
literature was used. Data were collected using a self-administrated questionnaire
developed by the researcher, through a review of previous literature. A structured
questionnaire was developed consisting of three parts. The first part contained six
questions on demographic profile of the hotel, the second part of 59 bar practices
which are used by the bars of the star hotel and the third part of the questionnaire
consists of 12 performance variables. Likert-type 5-point scale ranging from
1=strongly disagree, 2=disagree, 3=neutral, 4=agree and 5=strongly agree for
importance. In order to validate the research instrument, the questionnaire was
tested for clarity and length by administrating it to a sample of respondents. Through
the use of the respondent’s comments and suggestions, the research instrument was
revised to its updated form used for this study. A set of 59 bar service operation
practice items were generated from a review of literature. Respondents were asked to
give their level of agreement that mostly closely corresponded with the adoption of
practices in their outlet. It was assumed that these practices would be most
appropriate which are used in the hotel industry.

Sampling and Data Collection

Data were collected from the hotel managers in India. Prior to data collection,
questionnaire was pre-tested with a sample of 150 Bar Managers. Based on the pretest,
several items were revised and some changes were made to the questionnaire
format. Sample hotels were identified from the highly respected directory of the
Ministry of Tourism, Govt. of India and FHRAI that serves as a resource Centre for
business information and maintains relevant databases of hospitality firms. The
research focuses on India as its universe and Bar Managers are the sample. Study
will be based on both primary and secondary data. Primary data will be generated
through self-administered questionnaires and interviews. To initiate the sample 560
Bar Managers were contacted and out of the total sample only 362 (64.64%) bar
managers responded and agreed to participate in the survey. A survey methodology
was chosen because it was deemed to be the most efficient way of reaching a large
number of respondents, whereas the data required facilitated the use of a mailadministered
questionnaire with close-ended questions. Likert 5-point scale was
used for close ended questions.
Measures Developed

Bar service operation practices items were derived from the existing review of
literature and 59 bar service operation practices were identified as widely used in the
hospitality sector globally. The entire bar service operation practices were measured
on Likert-type 5-point scale ranging from 1=strongly disagree, 2=disagree,
3=neutral, 4=agree and 5=strongly agree. The research used the existence of 12
performance variables. A brief description of measures developed is as follows:
Bar service operation practices: Various studies have identified some of the bar
service operation practices in a broader sense which are widely used globally
(Noone, et.al., 2007; Chand and Kaotu, 2006; Cheng, 2006). In the food & beverage
operation, the alcoholic and non-alcoholic beverage plays the pivotal role.
According to Gonzalez-Gomez & Morini, (2006) alcoholic beverages demand,
particularly wine is changing & growing now days. As per the growing demand of
bar & beverage operations in hotels and in individual properties, bar service
operation practices play a pivotal role in delivering a high-end service to such group
of customers keen to experience varieties of alcoholic and non-alcoholic beverages
presented by such properties.
Organisational performance: The research used 12 organisational performances
variables (sales volume, sales growth, market shares, return on investment,
employee performance, customer satisfaction & loyalty, productivity, profitability,
goal achievement, good service quality, customer retention) that were measured
under the philosophy of a perceived rating of the organisation’s performance on a
Likert-type scale ranging from 1=strongly disagree to 5=strongly agree.
Control Variables: In this study various control variables were used such as type of
organisation (chain, company or stand-alone), star category, number of rooms, age
of the property, number of employees working in an organization, capital
investment, based on the past studies in the field of hotel management. Moreover,
these variables have been used to examine the relationship between bar service
operation practices.

Data Analysis Methods

In order to achieve the objectives of present research and to test the hypotheses, this
study employed following analysis methods:
1. Factor analysis was performed to identify bar service operation practices.
2. Bivariate analysis was used to assess the relationship between some of the
controls (or demographic variables) and application of bar service operation
practices.
3. Correlation co-efficient was applied to test the relation between bar service
operation practices and organizational performance in Indian hotel industry,
4. One-way ANOVA was employed to examine the relationship between
organisational performance and demographic variables.
 QUESTIONNAIR

NAME: OCCUPATION:
AGE: ADRESS:

1. What age group is target audence for bar.

1. 0-12
2. 12-18
3. 18-50
4. None of these

2. How did you hear about us?

1. online
2. offline
3. From friend
4. Own experence

3. Do you like to drink?

1. Yes
2. No

4. You think guest feedback is impostant.

1. Yes
2. No

5. How should be the service of bar.

1. Quick
2. Slow
3. Non gygenic
4. I do not know
6. Do you need music in bar?

1. Yes
2. No
3. Never
4. May be

7. Do you like to get disscount at bar.

1. Yes
2. No

8. How you choose your drink in bar.

1. By yourself
2. With own research
3. Asking waitter
4. I do not know

9. Do you like to become a bar manager.

1. Yes
2. No

10. What things distureb your experience at bar.

1. Slow service
2. Miss behaviour of saff
3. Test
4. Lightings
11. How far can you travel to visit any bar.

1. Just nearby places

2. 1-2km
3. 2-5km
4. Anyware

12. Do you like to get food with your drinks?

1. Yes
2. No

13. How should be the lighting in bar.

1. Low light
2. Dark light
3. Direct sunlight
4. Colourfull

14. Do you like complementry drinks.

1. Yes
2. No

15. What timing you prefer for having drinks in bar.

1. Morning
2. Afternoon
3. Evening
4. Night
 BIBLOGRAPHY

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Durocher, J. (2005). Multiplication tables. Restaurant Business, 104(11), 66–68.

Dumas, K. (2006). Diners should pay by portion, not age. Michigan Chronicle, pp.
A6.

Ebster, Claus, Udo Wagner, and Sabine Valis (2005), The Effect of Verbal Prompts

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