An Essay Analysis on Food and Beverage Management
Food service is categorized based on the level of service customers can expect such as the manner in which the food is served, the quality and type of food being offered and the over-all ambiance among many others. Basically, there are 3 major categories of food service. Although some have sub-categories and categories that fall somewhere in between two major categories, the objective of this paper is to identify and describe only the three major ones namely QSR or Quick Service Restaurants, Casual Dining and Fine Dining Restaurants.
Quick Service Restaurants are more commonly known as fast foods and take out (take away) food counters. Fast food operation can go from small-scale food vendors in carts to franchised corporations. The customers normally order food directly from the vendor or counter. The concept of self-service is applied in a QSR. The most popular QSRs are McDonalds, Kentucky Fried Chicken, Hardees and Subway among thousands to millions of others worldwide.
Casual Dining Restaurants is a category of food service that features reasonably-priced food served within a casual atmosphere. Such restaurant provides table service and covers a market segment that goes in between QSR and fine dining restaurants. Basically, a casual dining restaurant has a full bar that has its own staff, a wider range of beer menu plus limited choices of wine. In most cases like in the United States, such establishments are not part of a huge chain. Some of the most popular casual dining restaurants are Charlie Browns Steakhouse and Outback Steakhouse.
Fine Dining Restaurants are characterized by the full service that they provide. They also feature specific dedicated meal courses. These restaurants offer a sophisticated ambiance. The decorations are made of high quality and expensive materials. Fine dining restaurants offer an atmosphere based on the restaurateurs style and taste. They have highly trained staff in formal attire. In most cases, such restaurants operate under the small business category wherein they are only on single-location operations or on few locations. Some of the more popular fine dining restaurants are The French Laundry in Yountville, California, La Bernardin and Per Se in New York and Spago in Beverly Hills among others (source VacationRentals.com, 2010).
Considering the fact that QSR, Casual Dining and Fine Dining Restaurants all fall under the food service industry, it is clear enough that people primarily visit them to eat and satisfy their hunger. Other common reasons why people visit them is to have a unique dining experience, to celebrate occasions, satisfy their cravings and enjoy a hearty meal with the whole family or with a bunch of friends. The other possible reasons why people go there are they serve as a perfect meeting place, as a venue for business meetings or for a date. All these food service sectors cater to peoples needs wherever food is concerned.
However, despite these similarities, they have major differences as well in terms of their food pricing, level of service, target market and positioning in the food industry. Clear enough, QSRs are more accessible to the public and they cater to all kinds of people across different social standing from high class to middle class all the way to the lower class. The reason for this is because they are the most affordable among all food sectors. Another is because they are universal and since they are the most easily accessible to the public, they are also the ones that are known as huge corporations. Most of them have expanded to all parts of the world. McDonalds is the most classic example. Moreover, QSRs offer food choices that are standard favourites like fried chicken, salad and sandwiches, burgers, fries, ice cream sundaes and pizza. They are also well-known for their meal combos that consist of a meal and drink. They also have menus especially for children that feature freebies like toys. Such promotion can easily attract the general public. A typical individual with an average income can still afford to eat in QSRs at least 4-5 times per week.
Casual dining segments fall on the moderately-priced food sector and are ideal for those who prefer to dine with table service. They offer a decent dining experience at a reasonable price but still, not all individuals can easily afford them. A person with an average income can afford to dine in such restaurants around twice in a month or once a week being the most.
Fine dining segments, on the other hand, offer a formal and sophisticated dining experience. Thus they are more quiet and intimate and ideal for very special or rare occasions. Compared to a QSR, a fine dining restaurant is a luxury in itself. While QSRs are swamped with customers almost every day, most fine dining restaurants require a reservation.
In the face of economic crisis, QSRs are the least affected in terms of the financial issues that consumers are experiencing and the fine dining segments are the ones most likely to get affected. It is an issue between necessity and luxury. Food is a basic necessity for all people while ambience and table service are luxuries.
From this point of view, it is apparent which of the food sectors is most likely to survive the global economic crisis. More than that, accessibility and affordability are the utmost concerns of the citizens at this point in time. Practical-wise, it is very easy to see where people would most likely to spend their hard-earned money when given a choice between a budget meal from a fast food chain and an entre from a fine dining restaurant. In fact, the hard times had caused even the fast foods to raise their prices for their menu.
The implication of the current economic crisis to food service is that with fewer people dining in restaurants due to household budget constraints or worse, lack of job some sectors of the food industry are bound to go down. Casual dining and fine dining will most likely be given up by an average person to make way for more important expenses. The level of affectation varies the fine dining segment being the most affected and therefore is most likely to experience the biggest loss followed by the casual dining segment which is moderately affected and the QSR is the least likely to go down. Families that used to dine and celebrate occasions in fine dining restaurants will probably find a more practical choice in casual dining restaurants where table service is also offered. Fine dining will be left for very rare occasions which could only be once to a few times per year for the average individual.
Applying this analysis to the three restaurants that we visited Chipotle, Seasons 52 and Mortons Steakhouse, it is apparent that Chipotle offers the most affordable choice. Being under the QSR segment (it is also categorized by some as casual dining), Chipotle is more accessible to the public as compared to Seasons 52 which features a casual elegant dining experience and Mortons Steakhouse which is categorized under the fine dining segment.
Seasons 52 can be categorized somewhere in between casual dining and fine dining with its sophisticated fresh grill and inviting wine bar. It offers a great dining experience for families and caters to people of all ages. Service is good with very courteous staff and the menu offers a variety of food choices ranging from affordable entrees all the way to their premium products and their selection of wine. Over-all, the ambience is warm and presentable. It also promises a nice and comfortable casual dining experience.
Mortons Steakhouse is the most expensive choice among the three restaurants mentioned. It offers private dining and it is the perfect solution for business, corporate and social occasions. Customers can enjoy a signature menu selection, unparalleled service and state-of-the-art audiovisual capabilities. It is also ideal for families however, to a limited extent since it is exclusively a fine dining restaurant. Reservations are required most of the time. It features exclusive Prime events, Celebrity Servers and Lunch with a Legend. Lastly, it offers a wide selection of wine, private dining menus and a featured recipe. Prices are premium and on the high end which is typical for fine dining segments.
Naturally, a rational person who is on a limited budget would rather eat than drink fine wine. Eating good food is a necessity but drinking fine wine is a luxury. Again, it only boils down to a choice between necessity and luxury. For Chipotle, Seasons 52 and Mortons Steakhouse to do well in their respective businesses, it is important to recognize what is really more important to the consumers and then find a way to address that. They have to concentrate more on what their target customers are willing to pay for. Promoting products that customers cannot afford or are least likely to purchase given the economic situation, can only drive customers away. Sensitivity is important. Still, since they are from different food service segments, it is essential that they work on their marketing plans according to their positioning in the market. In this manner, they can preserve their entire concept of dining experience.
The success of various food sectors can be measured by what necessity they can offer to their customers, their uniqueness, their sensitivity to their customers needs and the accessibility of what is in their menu. Their operation can be affected to some extent. However, with proper adjustments and with the right marketing strategy, they can still maintain successful operations. A little inter-action with the customers with consideration to the present economy matters to a great extent along with better understanding of what customers are willing to pay for. These are important in order to establish a connection with them and to keep the business going at the same time. One idea is to develop marketing plans that promote customer loyalty as well as schemes that dwell on social and economic awareness. An expression of concern to the general public is a good way to reach out and attract customers.
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