Paper- H05 Food Service Management Module H05MF06 ...

Paper- H05 Food Service Management

Module – H05MF06 - Functions of Management in Food Service

Content Writer: Dr. V. Premala Priyadharsini

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Component – I

Role Name Affi liat ion

Princ ipa l

Invest igato r

Dr . N. Vasugi Raa ja Avinashil ingam Inst it ut e fo r

Home Sc ience and Higher

Educat ion fo r Women,

Co imbato re

Co-Pr inc ipa l

Invest igato rs

Dr . G. Bagya lakshmi

Mrs. E . Ind ira

Dr . K. Arockia

Mara iche lv i

Dr . G. Baradha

Avinashil ingam Inst it ut e fo r



Co imbato re

Paper Coordinato r Dr . V. Premala

Pr iyadhars in i




Co imbato re

Content Wr it er Dr . V. Premala

Pr iyadhars in i




Co imbato re

Content Reviewer Dr . G. Vasanthamani




Co imbato re

Language Ed ito r Dr . V. Premala

Pr iyadhars in i




Co imbato re

Component-I (B) Description of Module

Items Descript ion of Module




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Subject

Name

Home Sc ience

Paper Name Management o f Food Service

Module

Name

Funct ions o f Management in Food Service

Module ID H05MF06

Pre-

requ is it e s

Funct ioning o f Hotels

Object ives • The lear ner wil l ga in knowledge on var ious funct ions o f

management .

• The lear ner wil l underst and the d ifferent too ls o f

management and it s impor t ance in manag ing a food

service inst it ut ion

Keywords P lanning, Organiz ing, D irect ing, Co- coo rdinat ing, Cont ro ll ing

H05MF06 - FUNCTIONS OF MANAGEMENT IN FOOD SERVICE

H05MF06.1 Introduction Management is an art of effective utilization of resources carefully structured with

constructive plan of action towards achievement of a definite goal. It is a concept which is

practiced by individual at different levels of hierarchical position.

Every challenges and solution to a problem yields itself in the birth of a new management

principles or concepts. Though there are no readymade templates for management principles (or)

concepts as it keeps varying from institution to institution/ establish, the past experience of an

individual or an establishment can serve as an excellent guidelines for the success of any

business.

H05MF06.2 Objectives

• The learner will gain knowledge on various functions of management.




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• The learner will understand the different tools of management and its importance in

managing a food service institution.

H05MF06.3 Overview of the chapter H05MF06.3.1Functional components of management/ Role of management Hospitality industry with its wide range of products like star category of hotels, road side

eateries etc however big or small, functions effectively when a manager makes employees to

work harmoniously to achieve common goals. Generally there are six important functions that call for effective management of food

service.

They are planning, organizing, directing, co- coordinating, controlling and evaluation.

Recently two more function namely staffing and representing have also been included. Planning

and organizing needs an in-depth mental framework with minute detailing of activities to be

performed, while the rest of the functions calls for more interaction between employees and its

actually performance based . In a nutshell the function of management is cyclic in nature. Every

manager or an institution, keeps experimenting this cycle either fully or partially to achieve their

set goals. The following sections will highlighted the reader on the basic six management functions in

detail.

H05MF06.4. Planning

Planning simply refers to knowing what to do, why to do, how to do, when to do, where

to do and by whom. Though planning literally implies futuristic activities, it is always done

based on the past experience or performance of an institution. For example planning a menu for a

hotel is purely done based on the popularity of the menu, demand and its revenue generation in

the past. Planning involves three steps.

Target fixing

Mapping Step 3




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Knowledge hunt Step 2

Step 1

Fig. Steps in Planning

H05MF06.4.1. Step1- Knowledge hunt

The first step in planning is an extensive search of information. Food service personal try

to collect as much as information as possible before setting a food service outlet. A knowledge

hunt on basic rules and regulations of hospitality industries, policies and building standards,

availability o resources, funding agencies and funding policies, man power, food service

methods, cuisines, type and size of clientele and volume of business is carried out as a primitive

steps of planning. Information gathered enables the food service personnel make smart choice of

courses of action to be taken.

H05MF06.4.2. Step 2 – Mapping

The step in planning is mapping of events or simply it refers to development of a blue print.

To be precise after knowledge hunt, the food service personnel actually does the following.

Frames organizational rules and regulations

Finalises structural specification

Arrive at norms for generation and utilization of resources

Develop funding policies for budget allocations




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H05MF06.4.3. – Target fixing

The third step in planning is target fixing or goal setting. It is very important for the food

service personnel to fix target clearly. Since it is the basis for any achievement, target fixing is of

three types namely short term targets, medium term target and long term targets.

Short term targets: Targets that are fixed for a shorter duration of time from six months to

a year is called short term targets or goals, (ex.) sales of food and beverage. Since food is highly

perishable and its cost keeping fluctuating, it is always advisable to set short term targets.

Similarly targets that are set for a longer period of duration of five to ten years are known as long

term targets.

Planning on infrastructural facilities and purchase of equipment demands a very high

investment and hence it requires a long term target setting. Similarly target fixed for duration of

one to five years are called medium term targets, (eg.) prediction of gross sales and profit

margin, maintenance of financial statement etc. The readers should always keep in mind that a

food service institution will have to do all the three types of target fixing for its successful

growth. Fig- 3 gives an insight to different types of targets.

Short Term

Sales of food and beverage Style of service

Prediction of customer turnout Staffing requirement

Menu Planning

Six months to one year

Does manpower detailing

Select style of service

Prediction of profit margin




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Middle Term

Sales promotion Gross sales

Methods of purchasing Purchase of portable equipments

Quality standards Financial statement

Long Term

Production Target Capital investment

Personnel policies Marketing Strategy

Profit

On the whole fixing of target for a food service institution should be specific, measurable,

attainable, rewarding and timed.

Thus a good planning helps the institution in

• Effective time management

• Identify futuristic challenges and scopes for improvement.

• Enhance better work efficiencies since the objective and organization goals are clearly

• specified and communicated

• Eliminates confusion or ambiguity

• Serves as a guidelines for cost control measures

H05MF06.5. Organizing Organizing is translation of a plan into specific activities arranged in sequential order for

smooth flow of work. Initially organizing involves smart decision on division of activities/task

and segregation of skilled persons. For every identified task, employees with specific skills are

One to five

years

Five to ten

years




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allotted. Also the duties, responsibilities and their expected outcomes are clearly indicated. To

carry out the assigned task, the employees are given the power of authority and delegation. For

example in a food and beverage department the service of food in a restaurant is broken down

into two activities namely miss-en-place (preparing the environment) and miss-en-scene

(preparing the table for service). The above activities are further broken down into various tasks

like cleaning the restaurant, checking the ambience of the restaurant, switch on the air

conditioner, laying the table, setting the cover and filling the water. To carry out these tasks a

skilled trainer or a waiter will be employed and a clear cut list of duties, responsibilities and the

authority to perform these tasks are given by the manager.

H05MF06.6.Directing Directing literally mean assignment of work and performance of actual task. Food service

manager uses the following techniques to direct his/her employees towards achievement of

common goal / target.

Instructing

Reviewing Directing Guiding

Teaching Supervising

H05MF06.6.1- Instructing

A food service manager normally gives a detailed instruction of activities to be

performed for every worked out plans. This is because in a hotel the skills, competency,

qualification and level of understanding vary from individual to individual. Thus provision of a

simple and easy to understand instruction will enable the employee to know his/her duties,

responsibilities and performance outcome. Followed by this the manager also interacts with the




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employees and clear their doubts and quires. An instructional manual or an instruction charts are

normally placed at different points of work area.

H05MF06.6.2.Guiding Guiding is the process of motivating the employee to meet out desired performance with

constructive suggestion. Guiding generally removes the fear of underperformance among the

employees.

H05MF06.6.3. Supervising

Supervision generally implies a constant monitoring of task performed by employee.

Supervision is carried out in many ways

• Watching and complementing employee’s works positively. Words of appreciation like

excellent, very good, good and well-done will motivate the employees performance level.

• Regular rounds and observations made at the different hours of working and casual

conversation on task performed results in better job accomplishment.

• The overall performance outcome in terms of sales volume, profit margine and customer

feedbacks also serve as good guide for supervision.

H05MF06.6.4. Teaching Food Service employees need to be educated to

• Organize work efficiently

• Conserve energy

• Manage time

• Keep up deadlines by effective planning and execution.

H05MF06.6.5. Reviewing

Reviewing the total performance of an individual or activity enables the management to

• assess the quality of work

• identify area of improvement

• assess the performance ability of individuals and




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• helps to develop training components.

H05MF06.6.6. Coordinating

Besides directing individuals towards the accomplishment of goals, it is very essential

that the activities of all departments in a food service institution needs to be coordinated to enjoy

a meaningful success.

When a group of people work together harmoniously towards a common goal they are

said to be coordinated. Irrespective of the size of the business and number of departments in a

food service outlet it is highly important that the activities need to be interrelated with each

other. Larger the organization greater it becomes the extent of co ordination necessary.

Coordinating makes an institution efficient, it strengthens the establishment, enhances

employee’s loyalty and goodwill, foster teamwork, creates better understanding and establishes a

positive work environment. Lack co -ordination among the staffs and the department can lead to

poor work efficiency, quality and will ultimately result in customer dissatisfaction. Constant co

ordination will also help the management to anticipate and identify problems and can have

readymade solutions for various challenges that it face in day to day scenario.

PLANNING ORGANISING DIRECTING CONTROLLING

EVALUATING

Kitchen Service area Equipment Policy on * profit *purchasing *safety etc.

Spaces Work Staff Facilities Service Safety, etc

Staff Work Customer

Performance Standards Materials Methods Costs External forces

Products People Resource use Procedures Customer’s tastes Environmental forces, etc.




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Coordination

Fig. Importance of coordination in performing the functions of management

Source: Catering Management (Mohini Sethi and Surjeet Malhan, 2007)

Normally in a food service institution the front office departments coordinates with the

house keeping department and finance department to sell the accommodation. Similarly the

food production department coordinates with the departments of sales and purchase, food and

beverage and finance department for sales of food and beverages. The rules and regulations of

the institution and the commitment of the managers play an important role in coordinating.

H05MF06.7. CONTROLLING Controlling is the most important function in any management. Even a meticulous

planning may not come to reality unless and until it is monitored and controlled properly.

Control gives the correct direction to the planned activities. The food service institution faces

constant challenges like market fluctuation, natural calamities, environmental changes, staff turn-

out and so on which results in poor work efficiency. Therefore, controlling enables the

management to identify the factors that affect its overall growth. Thus, it helps in the identifying

the threat or problem in a business. Example the common problem which needs proper

controlling in a food service institution are men, material, money, time, equipments and

performance of a task. Improper usage of resources (materials), pilferage and handling of money

by the staffs, poor time management and mishandling of equipment can lead to low profit margin

and customer dissatisfaction. Controlling can be practiced by

• By measuring the performance outcome of the institution in terms of profit

• By identifying the gaps

• Comparing the standard and the actual performance

• Doing a cause analysis

• Fixing the problems through corrective measures

• Constant monitoring

• Meticulous planning in formulation of budget




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• Strict supervision

• Adoption of appropriate security measures

• Constant service and maintenance of equipments and Effective utilization of resources

In a nutshell controlling involves cost control, man power management and resource

management.

HINDERING FORCE

ESTABLISHMENT GOALS

HELPING FORCE

Fig. Helping and hindering forces working in the food service environment

Source: Catering Management (Mohini Sethi and Surjeet Malhan, 2007)

H05MF06.8. Evaluating The overall performance outcome of a food service institution is measured by

reviewing or evaluating, the set goals that has been achieved. Normally it is the responsibility of

the manager and the superior to track the growth of the organization through periodic evaluation.

It is always advisable to perform evaluation at a pace interval right from the inception of a food

service institution to avoid deviations and errors in work. For an effective utilization of

resources, management of the food service on the whole demands the evaluation of the following

aspects

H05MF06.8.1. Evaluation of employees Staff appraisal is the best tool to understand and make use of the fullest potential of an

employee. Check list, Production records, Sales records, Profit statement and Rating scales are

commonly adopted to evaluate an employee in food service institutions

Men Materials Money Time Procedures Equipment

Customer

satisfaction Profits




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H05MF06.8.1.1.Check list- using a check list the competency, skills, reliability and efficiency

of the staff and his/her contributions to the institution in terms of profit and good will is rated.

H05MF06.8.1.2. Production records- the ability of an employee to use the raw materials

effectively and to convert it into a finished product with minimum wastage and maximum profit

is rated.

H05MF06.8.1.3. Sales records- the overall sales of the food products prepared and the monthly

income derived out of is considered as a good indicator for rating the employee.

H05MF06.8.1.4.Profit statement- profit is the one that gives an overall view on the revenues,

costs and expenses of a food service institution over a stipulated period of time (financial year

April- March).

H05MF06.8.1.5. Rating scales- the rating scale normally rate the knowledge and level of

comprehension, quality of performance, dependability , credibility and reliability, integrity,

loyalty and accountability of staff. Evaluation should be unbiased, fair and genuine

H05MF06.9. BENEFITS OF STAFF EVALUATION

• Appraisal highlights the area of improvement of an employee

• Points out the appropriate training and guidance needed by the employee

• It is a good indicator of staff turnover

• Educate the employer on the health status and mental fitness of the employee

• Will help in effective allotment and redistribution of task amongst employees

• It also helps the employers to rewrite job descriptions and job specifications

H05MF06.10. valuation of work condition

The working environment in food service institution also needs to be evaluated to make

it management and employee friendly. Thus it involves

• Evaluation of work areas- kitchen, service area, purchase, storage, issuing, etc.




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• Evaluation of equipments- maintenance, working conditions, safety aspects, efficiency

of machines, efficiency of cleanliness and maintenance

• Evaluation of infrastructure- adequacy of workspace, ventilation, lighting and lift and

transportation facilities.

H05MF06.10.1. Evaluation of food product

Evaluation of food product in a food service out is highly essential since it one of the

measurement indicators of customers satisfaction and profit margin. A food product is generally evaluated for

• Sensory appeal- sensory evaluation

• Quality attributes-objective assessment

• Nutritional adequacy-chemical estimation

H05MF06.10.1.1. Sensory evaluation Using a trained panel of 15-30 members, the prepared food products is evaluated for its

sensory attributes for taste, flavor, odor and color against the standard product.

Source: Catering Management ( MohiniSethi and Surjeet Malhan,2007)

QUALITY CHARACTERISTIC

SCORE DESCRIPTION SCORE OF SAMPLE SCORE OF

SAMPLE

Colour Burnt Discoloured

Reddish –Golden brown brown

Moisture Too moist Dry Just right and Juicy

Mouthfeel Hard Mushy

Smooth soft Tender and soft

Taste and Flavour

Flat Over-seasoned

Raw Strong

smoky flavour

Well-cooked and seasoned Natural

Cooked flavour

Total score




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Rating scales help to establish preferences of customers for a dish especially if it is a new recipe.

The scale is prepared on the basis of the descriptions indicated in fig 2, below and various

samples of the same food are subjected to preference rating.

PRODUCT: DATE:

Fig. 2 Preference rating score sheet

Source: Catering Management (MohiniSethi and Surjeet Malhan, 2007)

H05MF06.10.1.2. Objective methods of assessment Quality of the food product is tested for attribute like consistency, viscosity, strength,

volume, crispness, firmness, smoothness and intensity of color with use of standard equipment.

The below table enables the reader to have an idea about some of the quality attributes and

instruments used for the evaluating the foods.

Quality attributes Instruments

Consistency Bostwick Consistometer (tomato ketchup and sauce)

Viscosity Stormer Viscometer

Strength Tensile strength

Firmness Tendrometer

Smooth of gel Tendrometer/Gelometer

RATING SCORE SAMPLES Tomato soup

Hot and soup

Cream of mushroom

Veg. clear soup

Sweet corn soup

Excellent 5 Very Good 4 Good 3 Fairly Good 2 Not Good not Bad

1

Don’t Like very Much

0

Dislike 0 Total Score




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Intensity of color Spectorphometer

Tenderness Penetrometer

H05MF06.10.1.3. Nutritional adequacy The Nutritional quality of food is tested through chemical estimation for, protein,

carbohydrate, fat, vitamin and minerals at regular intervals. The evaluation of food in any food

service outlets should be made mandatory to provide a wholesome nutritious product to the

customers.

H05MF06.10.2. Benefits of food evaluation

• Ensures sales of quality product

• Improves customer satisfaction

• Create scopes for improvement in sensory qualities for taste, flavor, odour and color

• Helps in portion control

• Add nutritional benefits

• Achieves Quality standards

H05MF06.10.3. Evaluation of profit Ultimately the profitability of all food service outlets should be evaluated. The

profitability is measured in terms of estimating the food cost, labour cost, overhead cost, sales

volume and profit margin. Food service institution may not make profit due to the following

reasons.

1. Escalation in food cost

2. Pilferage of foods

3. Fluctuation in food price

4. Poor menu planning

5. Unskilled labor

6. Improper supervision at point of purchase, storage , issues, cooking and service

7. Lack of waste management strategies

8. Poor portion control

9. Change in customer’s preference




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10. Poor service

Thus sustenance of efficiency is possible only through constant evaluation.

H05MF06.11. Summary All the five functions of management are highly interrelated. Manager or a

management cannot sustain in the market by merely choosing one or two functions. In fact no

one function can operate in isolation or in set manner. Their usage and adoptability varies from

institution to institution based on their nature of task and target set. Achievements of set goals

are possible only when all the functions are performed at all levels of organization.

Food service institution is of different types. Some runs on a large scale profit

margin with more members of personnel (manager) and some institution like motels, carts

wheels, canteen and mess are usually manage by the owner themselves. The concept of

management is independent irrespective of ownership. Also the management concept of one

institution say a motel cannot be blindly adopted for another institution (mess), but still it can

serve as a reference tool.

To conclude though it is easy to learn the function of management, only experience,

confidence, positive attitude, presence of mind, credibility and decision making makes an

individual a good manager.

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