April 10, 2023

© 2009 FDRP

FDRP/FrontSUMMIT™ Formula:Service is a Product

April 10, 2023 © 2009 FDRP 2

Agenda

Industry Overview

Employment in Restaurants

Clientele – Understanding Who We Serve

What Makes a Successful Dish?

What Makes a Successful Service?

Service as a Product

Conclusion

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Looking at the industry as a whole, the amount of generated revenue and employment numbers are of critical value to the economy:

• Three Trillion Per Year - $3,000,000,000.00

• Second largest employer in the United States, after the government

• 80% of foodservice operations are small businesses, employing less than 10 people

Even in a tight economy, people will continue to dine out when they can, companies will need to have personnel travel on business, and people will gather for special occasions.

Our Industry

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Restaurateurs Role as Employer

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ClienteleWho We Serve

By better understanding who are customers are we can better know what they expect from our profession.

At the risk of generalization, there are several key groups who spend money in our establishments:

Baby Boomers (those born between 1946 and 1964) Gen X (those born between 1965 and 1980) Gen Y (those born between 1981 and 1995)

These groups have various characteristics that lead to different demands on those employed in the hospitality industry.

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Size: The largest segment with 78 Million people

Education: More boomers went to college, including women, than in previous generations.

Leisure time: Hectic lifestyles are common for baby boomers, with their leisure time infringed upon by the various demands of life.

Spending: The independent, self-focused, mid-life baby boomer will spend money, cash or credit, on luxuries.

Dining out: Seek to ease their daily lives and want convenience and quality

Clientele Baby Boomer’s Characteristics

‘Boomers’ are those people born between 1946 and 1964. Traits:

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Education: Well educated and comfortable with technology, which makes them less patient. They need genuine respect and can spot a patronizing person from 50m.

Brand Loyalty: They have little or no brand loyalty! And yet, don’t let your brand get a soiled image… because antipathy to bad brands is strong.

Spending: Even though these generations are experiencing a wallet squeeze due to the economy, many of them are also inheriting their parents “Baby Boomer” money.

Dining out: Instant gratification rules! They’d rather eat out or spend-up big on luxury items (holidays, clothes, dining out, sound equipment, gadgets). Some have the debt to prove it.

Clientele Gen X and Gen Y Characteristics

Gen-X are those people born between 1965 and 1980.Gen-Y are those people born between 1981 and 1995.

Traits:

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Clientele Gen Y Notable Trend

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• Television offers 24/7/365 “foodie” channels

• Number of Food & Beverage publications increased 12-fold in just 15 years.

• Number of Culinary Schools increased 10-times in the last 18 years.

• Square footage of supermarkets Food-to-Go preparation / service area quadrupled in the last 18 years.

ClienteleHow did they get so knowledgeable?

Over a number of years, the general public has been bombarded with information on food & wine:

The result has been higher expectations for the delivered product when dining.

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Clientele: Expectations

ZAGATSURVEY® Restaurant Conference

Based on over 100,000 customers

62%

Service 62%13%

Noise 13%

11%

Food 11%

4%

Smoking 4%

3%

Crowds 3%

3%

Prices 3%

Cleanliness 2%

Parking 1%

4%

Other 1%

Food Related

18%

Service Related

82%

Restaurant Customer Complaints

=== Good Food is Expected === Service is Wanted ===

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So why are there so many more complaints about service than food?

Because most entrepreneurs fail to meet clients’ expectations.

Why does that happen?

Because they focus on the production of food and forget that . . .

Service is a Product, too!

Clientele ExpectationsAchieve Expectations to Grow Your Business

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A Successful DishThe Composition

Quality Ingredients

Appealing Presentation

Valid Recipe or Method

Substitutions

Modification of the Menu Alternative Methods

Recipe Variations Various Designs

Temperature & Seasoning

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A Successful DishThe Composition

A component failure here can ruin the dish.

Quality Ingredients

Appealing Presentation

Valid Recipe or Method

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Quality Ingredients

Appealing Presentation

Valid Recipe or Method

A Successful ServiceThe Composition

Professional & Dedicated

Career Oriented

Mastered Skills

Safe, efficient, elegant

Food & Beverage

Knowledge

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A Successful ServiceThe Composition

A component failure here can ruin the experience!

Quality Ingredients

Appealing Presentation

Valid Recipe or Method

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A Success BusinessThe Composition

Utilize the FDRP/FrontSUMMIT™ tools to enhance your Service “Product”

In order to provide a seamless experience for our demanding customer groups, we must work towards flawless delivery of both products.

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Food Essentials

Basic Cooking Knowledge

Wine Essentials

Product Identification & Cuts (Professional and Master programs)

Diet Restrictions (Professional and Master programs)

Cooking Methods (Professional and Master programs)

Common Terminologies

Food Temperatures

Basics of Wine Making

Common Terminology

Food & Wine pairing

Beer & Cocktails Essentials

Service is a ProductServer Knowledge

FDRP Covers Up to 11 Industry Topics

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Safe, Sanitary and Effective Procedures

Smooth is Fast & Fast is Smooth

Dining Room Smart Practices

Equipment Identification

Equipment Handling

Techniques of Food Service

Beverages Service

Menu Handling and other Protocols

Order taking

Special functions service

Common sense rules

Service is a ProductServer Skill

Implement Measurable Standards

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Service is a ProductAppealing Presentation

Create an Appealing Presentation of Professional and Dedicated Staff with the FDRP/FrontSUMMIT™ Formula

How one feels about his/her career automatically becomes obvious to the customer!

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Service is a ProductConclusion

The FDRP formula provides your team a win-win with:

– A standard of hospitality to which they can easily relate

– A sense of pride and accomplishment that comes from knowledge and skills training

– Additional career options

– Valuable credentials through certification

– Clientele marketing opportunity by servers who wear certification pins

– A fast path to increased employee and customer satisfaction

April 10, 2023

© 2009 FDRP

Thank You!

Introducing the Federation of Dining Room Professionals

Service Is A Product