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RHM 175: Chapters 1-5 Notes

by: Nicolette Chaliotis

RHM 175: Chapters 1-5 Notes RHM 175-001

Nicolette Chaliotis
UWF - Pensacola
GPA 3.01
Intro Hotel Restaurant Hosp Mg

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About this Document

Overview of important concepts and information in chapters 1-5.
Intro Hotel Restaurant Hosp Mg
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This 16 page Bundle was uploaded by Nicolette Chaliotis on Monday February 9, 2015. The Bundle belongs to RHM 175-001 at University of West Florida - Pensacola taught by Blumenthal in Spring2015. Since its upload, it has received 107 views.


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Date Created: 02/09/15
RHM WE Chapters 15 Chapter One Intro to Hospitality Purpose of Hospitality Taking care of people away from home A place to sleep and eat Transportation and entertainment Guest Needs 1 Physical good food soft bed hot water 2 Psychological rest relaxation fun What is the 1 product the hospitality industry sells Service Latin word servitium quotthe duties of a servant Today it means quotwork done for othersquot Service is intangible Tangible can be touched Intangible perceptions and expectations ex smile on a waiter39s face the way service is performed Service Encounter De nition period of time in which a customer directly interacts with a service ex Check in with the front desk clerk or the coke machine eating your money Physical facilities or employees How Quality Service is measured By comparing the service received by what you expect to receive 1 Tangibles burger is hot fries are cold 2 Reliability know what to expect ex fav restaurant 3 Responsiveness how well you are taken care of 4 Empathy being able to read your customers and know how they feel Achieving Guest Satisfaction 1 Recognize your guest 2 Make a positive 1St impression 3 Ful ll your guest39s expectation 4 Facilitate customer decisionmaking 5 Expect your customers to remember bad experiences tell 10 people bad tell 4 people good Value As value increases your expectations increases Maslow39s Hierarchy of Needs What Helps You Choose a Destination Travel agents internet WOM CVB Brochures and pictures ads Destination image Major role in determining your vacations Las Vegas 0 Washington DC Functional Image ls associated with speci c activities and attractions of the destination Ttown football 0 Orlando Disney theme parks Symbolic Image quotPersonalityquot of the area perceived by the visitor Cancun wild spring break Disney family Ttown traditional bible belt conservative Labor Intensive Industry Relies on a large work force to meet the needs of its guests Resort hotel 10005 of people to run 0 3 shifts a day 7 days a week 52 weeks a year Negatives about the Industry Long hours Relocating Dealing with people and their expectations Positives about the Industry Smile from a guest Move up career ladder very fast NEVER SA We39re all out of that I don39t know I don39t cook the food Which one of you gets the What39s wrong with it It looks ok to me Everything on the menu is good Your good is late because the chef is out sick it39s not my fault Chapter Two Why People Travel Why People Tra ve Longer life span avg life is 75 years Flexible working hrs work 4 10 hr days Take shorter trips Early retirement More disposable income due to 2 incomes Credit cards charge the vacation and pay for it later Cheaper ights Technology Recreation Culture Health Two Main Reasons 1 Business 2 Pleasure vacations and visiting Tourist take a trip of 100 miles or more and stay at least one night away from home Excursionist travel to a site and return home the same day Psychographic Research 1 Price and sight group see the most things for least amt of money 2 Sun and surf group good weather and guaranteed sunshine 3 Quality group gourmet dining and sophisticated entertainment Tourism Facts Annual gross sales 71 trillion Employs 262 million people 700 million travelers this year 1 bill by 2014 Globalization Expanding companies outside of US ex Sheraton Hilton McDonald39s building in Europe US guests feel more comfortable when traveling to new areas The Multiplier Effect tourist spend that goes into a community To pay wages bills sales tax etc Eventually leaves the community to purchase outside resources leakage Top destina tions 1 France 2 USA 3 Spain 4 China 5 Italy 7ypes of Travelers A Psychocentric prefer familiar destination B Allocentric prefer new and different destinations C MidCentric like both Push Pul Factors Push intangible a personal need Pull attractions of a destination that lead a person to desire to visit a location Ex Week to relax on a beach push Riding rides at Disney pull Negatives or Tourism Trash and pollution Increase in crime Destruction of environment Begging homeless Cost of living increases Demand on public services police and re rescue Jobless people when season is over Positives of Tourism Employment opportunities Brings in foreign currency Demand for new infrastructure ex roads and airports Supports community activities ex Going to NYC to see Broadway shows Ecotourism Responsible tourism Avoids harming destroying the natural environment Usually in places with great natural beauty Ecotel hotel designed and built to protect the environment ex Wild life in Africa coral reef ice glaciers deserts and rain forests Chapter Three Hospitality Industry Pluses of the Hospitality Industry More career options than most industries Varied work responsibilities Peopleoriented work Highly exible hours Room for longterm career growth Perks Minuses of the Hospital Long hours Nontraditional schedules Pressure Low starting salaries Working for a Large Chain Better training Gain valuable additional education and experience Advancement Opportunities 0 More units means more places to climb the ladder of success Better Bene ts 0 A large corporation usually means better life and health insurance more generous vacation sick time retirement plans etc Working for an Independent Operation Greater creativity 0 More opportunities to set standards and initiate change More career control 0 Opportunities for personal relationships with the people who can aid your career growth Better learning environments Wider range of responsibilities means greater depth of knowledge and more hands on training Lodging Management Positions General Manager Food amp Beverages Manager Catering Manager Controller Accountant Human Resources Manager Marketing Sales Manager Resident Manager Chief Engineer MIS Manager Food Service Management Positions General Manager Dining Room FOH Manager Beverage Manager Kitchen Manager Chef Maitre D host hostess Banquet Manager job Interview Tips Research the employer Dress well and conservatively Demonstrate con dence Sell yourself Take control when possible Ask questions Communicate ceary Ask for the job WRITE A THANK YOU LETTER Chapter Four Restaurant Industry Restaurant Stats The average person eats out 41 times per week The most popular mean to eat out is lunch The two busiest holidays are Valentine s Day and Mother39s Day The 3 busiest times a week Friday Saturday and Sunday Brunch Two Main Categories Institutional vs commercial A B C QZZFF TTFQ Ethnic anything aside from American food Theme rainforest caf hard rock Quick Service Fast Food McDonald39s Burger King Wendy39s Subway ltem sold at a franchise BURGER Pizza 0 1 dine in sales Pizza Hut 0 1 in delivery Dominos 1 in take out Little Caesars 39 WF Chicken Chick l a KFC Church39s Chicken Steak Upscale Morton39s Mid Upper Outback Mid Ryan s Seafood popular due to health concerns Pancake must serve lunch and dinner Sandwich Family restaurants informal setting with simple menu and service Dinner Houses Celebrity Restaurants Frozen Dairy Vendors Public Cafeterias Transportation Market Trains planes 0 ln terminals 0 Interstate highways Passenger amp cargo ships Recreation Market 0 Theme parks 0 Sports arenas Camps Bowling alleys movie theaters Selfoperated or management company Retail Food Services Walmart K Mart 0 Gas stations 0 Grocery stores R Business Market 0 Employee cafeterias Mobile onstreet catering Vending machines S Clubs 0 Country clubs city clubs Yacht clubs military clubs T Health Care 0 Hospitals nursing homes U Schools 0 Public and universities V Corrections Food Service Restaurants Run by GM or Restaurant Manager Larger Restaurants have 0 Kitchen manager bar manager FOH manager Divided into two parts 0 Front of the House 0 Back of the House Starting Your Own Restaurant Pros Easy to enter 0 Little capital 0 No experience 0 Equipment FampB available 0 Labor Cons Staying in the business is Tough 1St year 50 will close 2nCI year another 25 will close 0 5th year 85 no longer in business Why do They Fail Lack of Business Knowledge Lack of Technical Knowledge Lack of Suf cient Working A Successful Restaurant 1 Pick a Concept 0 Type of restaurant 0 Target market 0 Demographics 0 Competition 2 Site Selections Location has a huge in uence 0 Popular Sites 0 Shopping central city districts 0 Shopping malls o Panned communities 0 Highway intersections 3 Sites need to be Visible Accessible Availability 0 Prime locations are expensive 0 58 of sales for rent 0 Affordability 4 Feasibility Study Analyze a location and market 0 Location 0 Local population characteristics 0 Competition 0 Financial analysis 3 year proposed operating budget Green Restaurant Certi cation Water ef ciency Waste reduction and recycling Sustainable food Energy Disposables Chemical and pollution reduction Chapter Five Restaurant Organization and Management To be Successful 1 Guests Their needs and wants They39ll set your prices marketing advertising menu d cor etc Change with the times Address issues smoking nutrition 2 Ambiance Atmosphere affects guests D cor mood light furnishing music Noise closeness of tables tableware Chains with highest ratings for ambiance 0 Planet Hollywood and Hard Rock Caf 3 Menu THE MOST IMPORTANT KEY TO SUCCESS Give guests what they want Use standard recipes Staff abilities Equipment limitations Variety and balance Seasonal items Nutrition Use food wisely 7ypes ofMenus A A La Carte items individually priced B Table d39hote couple of items for a xed price C Du jour quotof the dayquot or specialty Menus D Tourist menus used to attract tourist E California Menus in Cali you can order any item at any time of the day F Cyclinal repeat themselves over period of time G Fixed Menu used for several months ex McDonald39s 7ypica Menu 68 Appetizers 24 Soups 24 Salads 816 Entrees 46 Desserts Menus 1 Limited Menu do a few things exceptionally well 2 Extensive Menu offer a variety of items to please any guest39s desires Pricing Menus 1 2 3 Comparative Analysis What is the competition charging Determine cost of each item 0 Multiply by a markup factor Weighted Average lower price on expensive items and up the price of less expensive items Healthy Menus More items have lower fat grams amp calories More chicken sh pasta Items are broiled baked rotisserie Change the type of oil Publish the nutritional value McDonald s started like this You Can t Lie Laws against misrepresenting items ex Maine Lobsters must be from Maine Vegetables must be fresh not frozen Fat grams must be printed Menu Design It39s a sales tool and motivational device It affects what guests order and how much they spend A Basic menus can be recited by server B Casual menus written on a chalk board C Quick service printed above the customer D Formal menus single multiple pages E Colors artwork and copy target market Front of the House Create a quotcurbside appealquot Clean attractive and welcoming Starts with parking lot and ends with bathrooms Restaurant Forecasting Need to forecast Predict staff and amount of FampB to order Guest covers count of guests patronizing the restaurant over a period of time Average Guest Check 0 Sales of guests ex 1000200 guests at lunch 500 Financial Controls Balance Sheet shows the nancial condition on a given day o Assets liabilities accounts receivable lncome statement sales expenses net income or net loses Food Cost Cost of food sold food sales x 100 ex Food cost 900 Food sales 3000 I 9003000 x 100 30 FC 0 Average is 30 Bev Cost Bev Sales x 100 Bev Cost Labor Cost Ratio Labor Costs Food Sales x 100 0 Average is 1618 but varies due to size of properties Main job Responsibilities A Purchasing Product Speci cations standards for each product ex Weight volume grade packaging 0 Fresh sh amp produce daily 0 Canned amp frozen biweekly o Nonperishables napkins sugar packets quarterly B Receiving Specify time amp day 0 Blind Receiving list only but no amounts makes you check every box 0 Check quality quantity amp price C Storing Dry storerooms Refrigerators Freezers Records of items going into amp being removed from storage 0 Items should be stamped with a date Rotated using First In First out D Issuing Storage to production 0 Keep track of inventory usage amp authorized employees only E Producing lst step determine expected volume 0 Prep work early in the morning or afternoon 0 Follow standard recipes F Serving Sales Team Suggestive Sellingnot take orders 0 Must train on food amp wines Have them practice role playing ex May suggest a bottle of Dom Perignon to complement your meal Stars Po Whorses Puzzles and Dogs This method rates the menu by measuring each entr e as to its pro tability gross pro t and its sales It then combines these measurements and places each menu item into one of four classi cations Determine the contributing margin CM of each item HH lJD 9 Price Food Cost Contributing rgi CM same as item 5 Gross Pro t Use total food cost include garnish accompaniments served with entr e such as salad potatoes rolls butter etc The Four Key Menu Categories 1 Plowhorses items that are relatively popular but have a high contribution margin Items in this category can have their menu prices increased or the portion size cut in a attempt to increase CM If market is price resistant 2 Stars have both high popularity and high CM 3 Puzzles have relatively low popularity and high margins 4 Dogs are both low in popularity and CM Placement Two Schools of thought 1 Menu Sequence 0 Menu should follow progression of meal 2 Focal Points 0 Use focal points on the menu to push certain menu items Focal Points Focal Point Focal Single Sheet Menu Two Fold Sheet Menu 2 4 FOCAL POINT 3 5 Three Fold Menu Specials Larger Bolder type than the rest of menu Longer description Concept of Closure 0 People 5 eyes are drawn to What ever is enclosed by a box Color illustration bullets andor pictures can be used to draw attention to signature items Branding Fast food Coke Pepsi TGIF jack Danies Menu Pricing OddCents pricing 0 Majority of prices end in either a quot5 or a quot9 Price rounding 0 Within certain price bands price increases have little negative impact on customers Placement Price Placement B ked gpgck EPEt39ml fB er pieces of chic en b east L mon Sole 89911 L mb Steak 12 9 S quot39 39 ger sauce 1199 LAMB STEAK Center cut of lamb served on a bed of rice 1299 SWORDFISH STEAK Charcoal grilled served with beurre blanc 1499


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