Hospitality Management - Essay Example

HOSPITALITY MANAGEMENT-RESEARCH REPORT Table of contents Table of contents Introduction 2 Cheese 2 Wine and Wine-Food Connection 5 Beer, Cider and Perry 5 Catering Cycle 6 Tea, Coffee Chocolate 9 Reference 10 Introduction Various businesses in the hospitality industry provide a wide variety of food and beverage products with a view of ensuring quality thus success in the competitive market. This paper presents a report of a research literature on cheese, wine and wine-food connection, the catering cycle, Beer, Cider and Perry and tea, coffee and chocolate. The focus of the review is to demonstrate the various aspects of the food and beverage market in relation to the current and practical application of catering practices. Cheese The history of cheese goes back before 12000 BC when man learned the art of agriculture. The domestication of animals and cultivation of food products involved the creativity of man in making maximum utilization of food products through the various preparations (Felix, 2001, p. 39). Milk as animal products was fermented under natural conditions which resulted to sour milk products with acidity. The development of milk processes developed into natural preparation of yoghurt and cottage cheese. Over the years, the preparation of milk products has developed including coagulation of milk protein. This led to the need for preservation of milk products so that they would be stored for relatively long without spoiling. The intuition and creativity of man in the ancient times led to the innovation of various preservation techniques. These included storage of milk products in cellars and caves, salting and control of humidity. Nonetheless, processes such as salting changed the taste of the food products a challenge which motivated more innovation in food preservation (Harbutt, 2009). Michelson (2010) points out that the development of cheese has been demonstrated by the ability of man to employ various techniques to control and prevent early decay of cheese. Developments such as dehydration and molding illustrate endeavors in the preservation of cheese products. These developments paved way for the modern introduction of various chemicals for the preservation of cheese and other milk products. Felix (2001, p. 42) adds that the invention of refrigeration is a significant development in the food industry in general which also enabled cheese to be stored for a long time without decay. Furthermore, the use of various chemicals in food preservation has led to long shelve life of cheese (Michelson, 2010). Nonetheless the most significant developments in cheese production include the possibilities which have enabled producers to maintain the flavor, texture and taste of cheese for a long time and thus making it appealing to the consumers for a relatively long duration (Harbutt, 2009). More importantly, cheese has developed into production of a variety of flavors and brands by the food producers with a view of satisfying the needs of the consumers in the most effective way and as a result increases sales. It is in the light of these developments that the consumption of cheese in various markets of the world has increased significantly over the years. Michelson (2010) reveals that the production and consumption of cheese in the modern food industry is characterized by diverse flavors, textures, tastes and preparations of this product. Milk is the primary raw material for the production of cheese. Depending on the taste, texture and flavor, different cheese brands have used milk from various animal sources such as cows, goats, sheep, buffalo, camel, yak and reindeer. The cheese production process also depends on the time of the year because the milk source is determined by seasons. Felix (2001, p. 45) notes that the cheese production process varies depending on the flavor, texture and taste. Nonetheless production involves various methods such as cutting, curding, forming and cooking. The preparation process also involves the use of bacteria especially in the molding to enhance the ripening of the cheese. Ingredients are also added as part of the production process. Harbutt (2009) further illustrates that the preparation process is subject to optimum conditions of humidity, temperature and time. The production process defines the consumption of the cheese. This is because consumers have diverse tastes and preferences for the kind of cheese they would like to consume. In this regard, food producers and caterers must ensure that the production of cheese is aimed and focused at satisfying the consumption needs, tastes and preferences of the customers in order to achieve success in the industry (Michelson, 2010). Food producers have employed various marketing strategies to increase their share in the cheese market. Nonetheless, sales marketing is among the most appropriate promotion strategies for cheese which have caused many producers of the product to achieve success in the market (Harbutt, 2009). This is because at the point of sale, consumers are enabled to acquire the taste of the cheese and thus cause them to have a desire and interest of consuming the product which leads to their action to purchase it. Marketing campaigns are also effective methods of attracting the consumers to the cheese brands (Michelson, 2010). To achieve an additional product market for cheese, producers have also promoted their cheese products and services via both online and broadcast media. The main objective of the marketing promotion of successful cheese producers is to capture new markets and hence develop a competitive advantage in the market (Felix, 2001, p. 45). Wine and Wine-Food Connection According to Marsh (2012, p. 30), wine is an alcoholic product of fermented fruit such as grapes which has received a lot of consumption for a long term. The trends in the production and consumption of wine are characterized by production of diverse brands by various producers and changes in consumption patterns (Rotella, 2001, p. 57). Food caterers are mandated to identify the consumer needs because the consumption alcohol depends on the drinking habits, behavior and social factors. Parseghian (2006, p. 116) demonstrates that the changes in the trends of wine consumption include wine and food connection. As a result of this connection, wine can now be served in food joints unlike the traditional sale of wine which was commonly confined to wine joints and retailers (Jennings, 2009). The consumption of wine is also affected by the occasion or event. For example, dinners are commonly served with glasses of wine for the dining parties (Giarrusso, 1993, p. 60). It is therefore necessary for the food services industry to ensure that the wine needs of their customers are satisfactorily met. This is demonstrated by the fact that some consumers would like to consume their food and wine separately which other would require to combine them. Roux (2005) asserts that wine is a generally a flavor based alcoholic beverage. The level of savory, sweetness or acidity would therefore determine the kind of food that wine is taken in conjunction with. Since many customers would not be aware of the appropriate wine and food connections, it is necessary for caters to analyze customer needs and thus recommend and provide wine-food combinations in the most desirable preparations (Brenneman, 2000, p. 1). Beer, Cider and Perry The historical view of beer demonstrates that beer is the oldest alcoholic beverage which has been traced back to 9500 BC (Pacific, 2004, p. 1). Early civilizations in Mesopotamia and Egypt have been linked to the early production and development of beer. Cider is also an alcoholic beverage whole alcoholic content is relatively low as compared to beer. Friedland (2006, p. 58) revels that Cider is not a form of beer as many consumers assume. This is due to the fact that unlike beer which is produced or prepared from malted grain, Cider is produced from fermentation of apple juice. On the other hand, the fermentation of pears is an alcoholic beverage production process for Perry. Trends in Beer, Perry and Cider consumption illustrate that beer is the commonest of the alcoholic beverages and is served in a wide variety of food and beverage business joints. On the other hand, Cider and Perry consumers comprise of a specialized category of alcoholic consumers (Friedland, 2006, p. 62). The modern consumer trends in the consumption of alcoholic beverages are characterized by a connection of these drinks with foods such as roasted meat products. Slowik (2007) explains that as a result of these food and beverage businesses are also serving beer, Cider and Perry. Nonetheless, the consumption of alcoholic beverages has legal restrictions which carters have to take into consideration in the serving and marketing of these products. Beer is produced and consumed in large quantities in its various brands. Depending on the producers and retailers, beer has enjoyed a large market share due to the elaborate marketing and promotional campaigns via various media (Friedland, 1999, p. 26) Catering Cycle Lawn (2002, p. 24) points out the food catering cycle begin with the production of food. Production entails the input of various raw materials for the preparation of food which depends on the type of food product and nutrients being prepared. As such different foods and beverages are produced through the input of diverse materials. Gledhill (2004) adds that the quality of the food, tastes and preferences of the food being prepared determines the kind of raw materials being input. The input of materials in catering practice involves coordination of the catering services such as restaurants or hotels with the suppliers. Such coordination is made possible through effective communication. Lawn (2002, p. 24) further explains that the coordination between the catering services and the suppliers is important in ensuring that food nutrients are supplied at the right time, right quantity, and quality and in good condition. It is thus the role of restaurant or hotel management to monitor the production process by ensuring that supply is well coordinated and effective so that customer needs for food products are satisfied. According to Stowe (2012, p. 7), the catering cycle also involves the actual food production or preparation. This is a stage where the employees of the food services business are mandated to prepare various food products and beverages in the desirable quality and tastes. The preparation of the food and beverages thus involves restraint or hotel chefs and support staff. Demetriadi (2001, p. 14) asserts that the food preparation cycle must adhere to the standards of food preparation such as ensuring cleanliness and adequacy of ingredients. Additionally, the food must be adequately cooked and prepared using the recipes for each kind of food nutrient. Page (1994, p. 19) recommends that adequately trained and qualified staff must be employed to function in the food preparation process to ensure quality and attachment to standards. For this to be possible, these employees must be motivated through adequate compensation and provision of a good working environment. The management of the food services industry must therefore ensure that the safety of the employees is prioritized in their endeavours for food production (Gledhill, 2004). The catering cycle is then followed with the actual provision of services to the consumers. Cotton (2000, p. 11) explains that this stage involves proper conversation between the caterer and the customer. Conversation is very important in catering because it ensures that customers are provided with adequate information on the menu and the services that are offered. Other inquiries by the customers such as on price are handled at this stage of the catering cycle. Conversation also serves to welcome the customers and ushering them to their seats and taking orders for drinks or beverages depending on the needs of the consumers. Lawn (2002, p. 24) elaborates that the conversation between the customer and the caterer aids to determine the needs of the consumer. This is so because some customers may want a packed order of the meal while others may require consuming the food or beverage within the restaurant or hotel. In this sense, it is important for the caterers to converse adequately with the customers. Page (1994, p. 19) argues that poor communication is the major cause of poor performance or catering services and as a result recommends that effective communication must be prioritized within the food industry. In accordance to Cotton (2000, p. 10), the final stage in the catering cycle is the output stage. This is where the caterer serves the consumer with the output of the food production process. The output includes the catering services of serving the customer and the actual food products. In catering, the output must be congruent with the order. In this regard therefore, caterers must be keen so that orders are not confused. Demetriadi (2001, p. 14) reveals that many customers get disappointed when their orders are confused and complain of poor services which would impact negatively on the business through the possible loss of customer loyalty. At the output stage, the management of the business must ensure that the comfort of the customer is valued by providing appropriate seats and tables which depend on the kind of food or beverage that the customer has ordered. Furthermore, conversation must proceed to the service stage so that the customers feel welcome. Cotton (2000, p. 12) illustrates that it is at this stage that the customers are assured that the food is in accordance to their orders and is well prepared and in good quality. Tea, Coffee Chocolate According to Cosgrove (2000, p. 14), the history of coffee in terms of preparation, consumption and significance is traced way back in the 13th Century. It is however postulated that the modern day coffee was discovered first in Ethiopia from where history books demonstrate that it spread to parts of Egypt and the Far East. From these regions, coffee drinking spread in the 15th century to parts in North Africa, Europe and the Americas and currently throughout the world (Blowfield, 2003, p. 15). The preparation and significance of coffee has also evolved with this beverage being attributed to different occasions of importance and events. The modern trends however include the implementation of creativity, innovation and technology in the production and preparation of a variety of coffee flavors and tastes. Coffee is produced in a variety of tastes and preparations which include Latte, Black or Mocha. Moreover, tea is also produced and consumed in a variety of tastes and brands such as green tea. Davenport and Lander (1998) further reveals that both tea and coffee would be produced and consumed as hot chocolate. However it is notable that tea may be prepared and consumed as iced tea. In is important to consider noting that the various preparation of tea, coffee and chocolate are motivated by the preferences and tastes of the consumers and as a result of this, the caterers must endeavor at satisfying the consumer needs (Cosgrove, 2000, p. 14). Furthermore, coffee and tea are served and consumed in various flavors. More importantly is the fact that the tea, coffee or chocolate comes in various packs such as a mug, cup or multiple of packs. However, the various servings of tea, coffee and chocolate depends on the time, occasion, event or weather, factors which must be put into due consideration by the coffee or tea shop, restaurant or hotel. Vosburgh (2006, p. 3) points out those catering services which provide tea, coffee and chocolate have attained success in various markets due to the increased demand for hot beverages especially in cold weather. Customers often specify whether they want coffee or tea and as a result, it is the responsibility of the catering services business to ensure that the consumers are provided their beverage in accordance to preferences and in the right preparation, temperature, quality and quantity. Chocolate which is prepared in different flavors can also be served with the coffee or tea depending on the order of the customer. Different equipment is used in the provision of coffee and tea catering services. In some situations, customers have to serve themselves at the coffee or tea dispensers. Nonetheless this depends of the business strategy of the catering services because some restaurants, hotels or coffee shops employ employee services where customers are directly served by the caterers. According to Houck (2007), sales marketing strategies are fundamental approaches in the promotion of coffee, tea and chocolate products. The success of this marketing approach is attributed to the fact that it enables the marketing staff to demonstrate the various flavors to the consumers with an aim of making them to be interested to consume the beverage. Nonetheless marketing campaigns through posters, newspapers, magazines, television and online marketing can be employed to promote the beverage brands of a coffee, tea and chocolate business (Sutton, 1997, p. 98). It is through proper marketing strategies that beverage businesses are able to penetrate into new markets and inform consumers about the existence of their products and as a result expand the market share. Reference Blowfield, M. 2003, "Ethical Supply Chains in the Cocoa, Coffee and Tea Industries", Greener Management International, no. 43, pp. 15-24. Brenneman, K. 2000, "Lane Marketing fueled by food, wine and Wendy", The Business Journal, vol. 17, no. 16, pp. 1 Cosgrove, J. 2000, "Coffee and tea: Two hot segments poised for increased growth", Beverage Industry, vol. 91, no. 12, pp. 14-17 Cotton, B. 2000, "Catering for all tastes", The British Journal of Administrative Management, no. 21, pp. 10-12 Davenport, P. and Lander, N. 1998, Chocolate figs and coffee: Appetisers: London (UK), United Kingdom, London (UK). 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