Management by Menu

Week 6: History & Profile of Modern

Foodservice Industry
 Fact or Fiction???

• The menu is a secondary • Institutional feeding is in

tool in the restaurant. reference to prisons and
insane asylums.
• The first menu was
created by cavemen. • Trattorias are small family
restaurants that derived
• The first known cookbook from ancient taverns.
was written by Escoffier.
• Only peanut and shellfish
allergies are a worry for
menus.
 A little introduction….

• The menu is the cornerstone of

the operation.

• Development of menu is both

science and art.

• Understanding the history of

foodservice helps
establishments to operate
effectively.
 Ancient Food Service

• Egyptians
• Assyrians
• Chinese Travelers
• Ancient India
• Pakistani
• Greeks
• Romans
– “tavernas”
– “trattorias”
• Apicius
 Middle Ages and Early Renaissance

Middle Ages Renaissance

• Fall of Roman Empire • Haute Cuisine
• Dark Ages • Henry II and
• Monks
Catherine de Medici
• Trenchers and Daggers
• Menus
• The French: Henry VIII
• Brillat-Savarin
• Guilds
• Dumas pere
– “Chaine de Rotissieres”
• Chef’s Hat: Toque • Grimrod de Reyniere
 Early Renaissance cont’d....

• The Coming of the Restaurant

– Commoners ate from crude inns and taverns away from home
– Places to dine out that were not private homes did not exist
– Prisons and hospitals served only basic food
– In 1600, the first coffeehouses appeared in France and were the
forerunner of the modern restaurant.
– In 1760, the first restorante opened
• Guilds protested the restaurant
 What else???

Industrial Revolution Advancement of Science

– Economic and societal changes Technology advanced
ended at the end of the 18th – Food processing was introduced
century. – Nicolas Appert discovered
– Middle class emerged and canning
• Food could be preserved and
demanded a high standard of
stored
food service.
• Year round food supply was
– Lower middle class dined out, enlarged
as it became affordable. • Mass starvation appeared to
end
 Chef Careme
Golden Age of Cuisine began
around 1800 with Careme and
ended with Escoffier
Apprenticed to a restaurant
Originally trained as a pastry chef
Originally wanted to be an
architect
Developed progression of courses
and sequencing of accompanying
wines
Perfected consomme
Used elaborate foods and ice
carvings on banquet tables
Trained many famous chefs
 Chef Auguste Escoffier

• Innovator of fine foods

• Perfected classical organization in
the kitchen
• Introduced the aboyeur, who
announced servers’ orders to
kitchen workers
• Wrote articles and books
• Simplified the numbers of foods
served at each course
• Teamed with Cesar Ritz to
operate many of Europe’s finest
hotels.
 Food Service in
The United States
Institutional Feeding
(The Early Years) Hotels Appear
• 1818 – 1850: Enormous growth in
• Orphanages, Hospitals, Prisons number of hotels to meet demand

• University Commons • Famous chefs hired to provide food

• Gold Rush caused Western Flourish of

hotels

Palmer House Hotel, Chicago

Dining Trends

• Delmonico’s
• People were working away from home in
offices and factories and coffee shops
sprung up
• Horn and Hardart developed automatic
food dispensers called Nickelodeons
• Mobile food units also used for employee
meals
• Disposable income rose as did mobility
• Electricity powered refrigerators, freezers,
mixers, and dishwashers and preserved
food and labor resources
 Postwar Expansion

• Post WWII
– Foodservice grew rapidly due to expansion of industrial feeding
– 1946’s National School Lunch Act
– Dieticians sought out for institutional and commercial enterprises
– Cornell introduced the first hotel school in the US which added
restaurant, institutional and tourism curriculum
– Statler led the way in development of vast hotel chains
– People ate out a great deal more
 Quick Service and
Corporate Concepts
• Fast food or quick service—food that could
be prepared and eaten quickly
• White Castle was first hamburger chain in
1930’s with McDonald’s and KFC soon to
follow
• Chains began with quick service
restaurants
• Dave Thomas of Wendy’s pioneered
“adult” fast food with salads and the
baked potato bar
Modern Foodservice
Industry
 Modern Foodservice Industry

Diverse Operations 2011 Industry Stats

– Differing methods of offering • $604 billion in sales reported
food & drink
– Eating & Drinking • 960,000 locations within U.S.
establishments make up 70%,
followed by: • 12.8 million employees
• Managed Services – One of the nation’s largest private
• Lodging Places employers
• Retail-hosts – Increase even in recession – in
• Recreation & Sports facilities 2008 – 9.6 million
• Others? • Industry Share of the Food Dollar:
49%
– Originally reported 25% in 1960
2011 Industry Statistics
Segments of the Foodservice Industry

Commercial Food Operations: largest division in the foodservice industry; selling

food & drink for profit

– Bars and taverns

– Restaurants and lunch rooms
– Managed services
– Family restaurants
–
– Lodging
California-menu restaurants
– Limited-menu – Retail hosts
– Commercial cafeterias – Recreational food service
– Social Caterers – Mobile caterers
– Frozen dessert units – Vending
10 New/Growing Segments of
Food Service
 Value - Centered
27.6% Market Share
• Nourishment provided at any • Examples?

given cost
– Value = quantity / price
– Value is the largest selling
point in the industry by far
– Value is an issue at all
socio-economic levels
• 60% of households are
losing income and
buying power
• Older Americans on
fixed income
 Family Friendly 21.7%
Market Share
• Food Establishments that plan • Examples?
their environment and foods to
promote togetherness

– A place where parents and

kids can find common
ground
– History: Traditional family-
style restaurants
– Children’s Menu
Ultra Convenience 12.1%
Market Share
• Nourishment in as quick
and trouble-free a manner
as possible: doesn’t even
require an extra stop.
– Outgrowth of
convenience stores
– Driven by customers
with less time on their
hands
Virtual Dining 9.0%
Market Share
• Food prepared away from
home, but not necessarily
consumed away from home.
“Home meal replacement.”

– Outgrowth of our busy

lifestyle
– Began with catering and
contract meals and moved
to satisfying needs of
individuals
 Everyday Chic 7.6%
Market Share
• Blends value and convenience
of fast food with hip
environment of casual or event
dining
– Evolved with increased level of
customer sophistication.
– Customers want upscale
environment with more than
“cookie cutter” food.
– Fastest growing market
segment.
 Health Centers 6.9%
Market Share
• Cater to specific dietary needs
and wants.

– Outgrowth of the awareness

of the benefits of eating
more healthful foods.
– Our aging society has more
special dietary needs
Hang-Outs
5.2% Market Share
• Centers for customers to relax,
conduct business, or socialize,
as well as eat.
– Light foods and snacks
– Comfortable seating
– Unobtrusive service
– Amenities: books, magazines,
newspapers, the “bottomless
cup”, internet services, Cyber-
cafés
 Event Dining
4.2% Market Share

• These operations serve

food, but their primary
appeal is something else.
– Pioneered by
restaurants and clubs
like Hard Rock Café
where customers want
to “see and be seen.”
 Experience Dining 4.1%
Market Share
• Restaurants that present
themselves as special places with
special food and environments.
“Destination restaurants.”
– Often independent operators
or small chains with a career
chef.
– Ethnic or specialty menus.
– Customers who want an
experience they cannot
produce at home.
– Outgrowth of fine dining
 Fresh-Baked
2.7% Market Share
• Feature freshly baked breads
and pastries

– Outgrowth of neighborhood
bakeries
 Institutional Feeding

Employee Feeding
Industrial plants, office buildings, public schools
Elementary and Secondary Schools
Managed food programs, National School Lunch Program of 1946,
Lunch meal patterns, # of lunches served to date?
Colleges and Universities
Venues in residence halls, student unions, other food service, meal
plans, card swipes, scramble
 Transportation
Feeding
Airlines

Flights of more than three hours

Central commissary
Six day menu cycles
Considerable storage
Airport venues
 Health Service Feeding

Out with the Old…

• Hospitals

– Nutritional needs of patients

– Dieticians
– Chefs
– General menus modified for strict
diets
– Hospitals use centralized, on premise
kitchens
– Smaller Hospitals use decentralized
service where quick-chill foods are In with the New…
reheated
– Bad food?
– Room service, special menus,
promotions
 Clubs

• Members
• Guests
• Country Clubs
• City Clubs
• Members charged a monthly rate
for food whether they use it or
not
• Types of dining
– Casual dining
– Snack bars
– Luxury dining
 Moving Forward –
Food Industry Trends
• Forces of Change

– The Economy
– Social Patterns
– Labor Force by Population
– Healthful Foods
– Recruitment & Retention
– Government Regulations
– Foodservice Industry Trends
– Technology