(A) the characteristics of catering production
Catering enterprises not only produce tangible physical products (such as various delicacies), but also produce intangible service products (such as elegant dining environment and warm and thoughtful catering services). Compared with other products, catering production, management and service have their own characteristics:
1, catering production belongs to individual customized production, with many product specifications and small batch.
Guests can only organize the production, sales and service of catering products such as dishes after entering the restaurant and ordering separately according to the menu. This is different from mass production of industrial products with uniform specifications. The production of catering products is mainly made by hand, which is not only the technical operation process of chefs, but also the conception and creation process of cooking art, which brings difficulties to the unification of catering product standards and quality management.
2. The food and beverage production process takes a short time.
The production, sales and service of catering products are almost synchronous, and the process from ordering to consumption is quite short. Whether we can make high-quality products that satisfy customers in a short time puts forward higher requirements for the management level of the kitchen and the technical level of the chef.
3. The output is difficult to predict.
The guests' food and beverage consumption is quite casual. When guests come, how many people there are and what catering products they consume are variables. Because there are many changing factors of catering demand, it is difficult to determine the catering output, which is uncertain. Therefore, it is necessary to strictly control the quality of catering products, provide good service for every guest, satisfy every consumption of guests to the maximum extent, and thus improve the loyalty of guests to catering brands.
4, catering products and raw materials are easy to deteriorate.
Catering products have the characteristics of one-time consumption, and a considerable number of catering products are cooked with fresh catering raw materials, which has strong timeliness and seasonality. If they are not handled properly, they will easily deteriorate and lose their edible value. Therefore, we must strengthen management, ensure product quality and control catering costs.
5. There are many links in the production process of catering products, which is difficult to manage.
There are many business links in the production of catering products, from the procurement, acceptance, storage, processing, cooking, service, sales and settlement of catering raw materials. Any mistake in any link will affect the quality of catering products and the economic benefits of enterprises. Therefore, the production process of catering products is difficult to manage.
6. Variability of production costs
Catering production has gone through many links from raw material processing, cutting and distribution to cooking sales, and the management and control of each production link will affect the production cost. Therefore, a complete set of operating procedures and production standards must be established in the production process to reduce costs and ensure due operating profits. In addition, the seasonal changes of raw materials are great, and the fluctuation of market prices will also cause changes in production costs, thus affecting the control of catering production costs.
(B) the characteristics of catering sales
Catering products cannot be stored, so compared with other industrial products, sales have their own characteristics.
1. The sales volume of catering is limited by the operating space.
The reception capacity of the restaurant is limited by the size of the restaurant business area and the number of seats. Therefore, under the established hardware reception conditions, catering enterprises must strive to improve the dining environment, improve service quality and table utilization, so as to increase the per capita consumption of dining guests.
2. The sales volume of catering is limited by meals.
The meal time and business activities of catering are obviously intermittent. At the peak of the meal, the attendance rate of the restaurant increased sharply, and the restaurant returned to calm after the meal time. Most restaurants stipulate the last order time. Therefore, catering enterprises should strive to increase catering sales by increasing service items, reasonably setting restaurant business hours and increasing off-peak sales.
3. The sales volume of catering is influenced by the dining environment.
Dining environment and atmosphere are also important factors for consumers to choose dining places. While striving to improve the quality of catering products and services, catering enterprises must pay attention to the creation of dining environment and atmosphere, and provide guests with a clean, neat, elegant and comfortable dining environment.
4. The fixed cost and variable cost of catering are high.
Catering enterprises invest heavily in kitchen equipment, tableware and service supplies, and the expenses of human resources, energy and raw materials are also high. Therefore, catering enterprises should strive to control fixed costs and variable costs in order to improve the profitability of catering.
5. The gross profit margin of catering business is high and the capital turnover is fast.
The gross profit margin of catering enterprises such as restaurants is relatively high, generally above 50%. If the expenses can be reasonably controlled in catering operation, it can generate considerable profits. In addition, the income from catering sales is mainly in cash, and most catering raw materials are purchased and sold on the same day. Therefore, the capital turnover of catering enterprises is faster.
(C) the characteristics of catering services
Catering service is the whole process that employees of catering enterprises provide catering products for dining guests. Catering services can be divided into direct front-end services and indirect back-end services. Front desk service refers to face-to-face service provided to guests in restaurants, bars and other catering places; Backstage service refers to the services provided to the guests outside the sight of the guests, such as the kitchen, food management department and other departments to make and process dishes and ensure the front desk work. Front desk service and back desk service are complementary, and any problem will affect the quality of catering service. Backstage service lays a material foundation for the front-stage service, and is the continuation and perfection of the back-stage service. Only exquisite dishes, no quality service; Only high-quality service, not exquisite dishes is not enough. Therefore, food will be appreciated and welcomed by guests only if it is accompanied by warm, polite and thoughtful service.
Catering service is intangible, one-off, synchronous and different.
1, stealth
Catering services, like other services, cannot be quantified. The intangibility of catering service means that catering service can only be evaluated by its physical and psychological satisfaction after catering guests buy and enjoy catering products.
2. Disposable
Disposable catering service means that catering service cannot be stored, and can only be enjoyed at the same time, and cannot be used after expiration. This requires catering enterprises to receive every guest well and improve the satisfaction of every dining guest, so as to keep coming.
Step 3 synchronize
The synchronization of catering service means that the production, sales and consumption of catering products are almost synchronized, that is, the production process of enterprises is the consumption process of guests, which requires catering enterprises to pay attention to both the quality and service process of catering products and the sales environment. The synchronization of catering production and marketing also creates an excellent opportunity for hotel on-site sales, giving restaurant waiters the opportunity to directly introduce and recommend catering products to guests, thus promoting sales.
4. Differences
The differences in catering services are mainly manifested in two aspects: on the one hand, due to the differences in age, gender, personality, education level and work experience, the service attitude, service skills and service experience will be different in the service process, and the final service quality will inevitably be different; On the other hand, the services provided by the same waiter at different times or occasions are also different due to personal circumstances, changes in working conditions or other external factors. The existence of differences requires catering enterprises to formulate corresponding catering service norms, processes and standards, and strengthen the control of employee training and service process.