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HOSPITALITY STUDIES STUDY GUIDE Grade 12
A member of the FUTURELEARN group
Hospitality Studies Study guide
1812-E-HOS-SG01
Í2,È-E-HOS-SG01sÎ
Grade 12
CAPS aligned
Master
Hospitality Studies Grade 12 F. Le Roux, S. Burger, D-L. Kempen, H.A. Saaiman, L. van Velden
Master Hospitality Studies Grade 12 Learner’s Book Text © Authors 2013 Design and illustrations © Master Books CC 2013 No part of this publication may be reproduced in any way by any electronic or mechanical means, be it photocopying, recording or any other method of information storage, without written permission from the author.
First published 2013 Published by Master Books E-mail: florette.masterbooks@yahoo.com Typesetting and cover design by Leandri van der Elst (Leandri@unboxed.co.za) Cover photo supplied by Nicolas van der Walt, FBI Chef’s School and Pastry Academy The publishers have made every effort to trace the copyright holders. If they have inadvertently overlooked any, they will be pleased to make the necessary arrangements at the first opportunity. ISBN: 978-0-9870258-6-9 Printed and bound by NUMASA
Acknowledgements The authors would like to express their sincere gratitude to the following people: • • • • • •
Nicolas van der Walt, FBI Chef’s School and Pastry Academy for input and photo’s Martha Kok for proofreading Macmillan (Esma du Plessis and David van der Merwe) for illustrations Peter Davidson for photographs Lee-Ann Ashcroft for the language editing Sherry Neville and Bernita Naude from Macmillan for their support
Soli Deo Gloria
Contents Sectors and careers 1 The Hospitality Industry’s contribution to the South African economy................................. 1 2 Careers in the Hospitality Industry......................................................................................... 5 3 Marketing ............................................................................................................................ 14
Hygiene 4 Food-borne diseases ........................................................................................................... 22
Kitchen and restaurant operations 5 Professionalism in the Hospitality Industry ......................................................................... 29 6 Computer operations in the Hospitality Industry................................................................. 35
Nutrition and menuplanning 7 Menu planning..................................................................................................................... 43 8 Costing.................................................................................................................................. 56
Food commodities 9 Cocktail functions and finger lunches................................................................................... 66 10 Meat................................................................................................................................... 78 11 Vegetarian food.................................................................................................................. 98 12 Pastry................................................................................................................................ 111 13 Choux pastry..................................................................................................................... 121 14 Gelatin.............................................................................................................................. 128 15 Desserts............................................................................................................................ 134 16 Preserved food ................................................................................................................ 149
Food and beverage service 17 Wine and non-alcoholic beverages ................................................................................. 155 18 Prepare and set up the venue ......................................................................................... 170 19 Handling of guest complaints........................................................................................... 183 20 Service and clearing techniques....................................................................................... 188
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Note to the learner Dear learner Welcome to the wonderful world of the Hospitality Industry! This is one of the industries in South Africa that is growing the fastest and offers a great variety of career possibilities. This book will firstly provide you with the necessary background information on possible careers - and entrepreneurial opportunities - and secondly will equip you with the necessary knowledge, skills, attitudes and values in preparation of a career. All the relevant topics in the curriculum are addressed within the content of this book. The activities are intended to lead you on a path of knowledge gathering through research. It requires that you participate as part of a group in discussion and group activities. We trust that this book will inspire you with a lasting enthusiasm for Hospitality Studies! As you use it with dilligence and through hard work, you will eventually come te realise that all the skills you need for a successful career have been put into practice.
The authors
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The Hospitality Industry’s contributi on to the South African economy
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In this chapter you will learn to … Demonstrate your knowledge and understanding of: • The Hospitality Industry’s contribution to the South African economy • Revenue generating areas within accommodation establishments • Non-revenue generating areas within an accommodation establishment
1 • •
Contributi on to the South African economy
The Hospitality sector contributes approximately 9.1% to the gross domestic product (GDP) of the economy of South Africa. An increase in demand for products creates jobs for local people, not only in enterprises, but also secondarily in companies that supply products to the manufacturers, such as food outlets. Up to 2010, a total of 940 000 direct and indirect jobs were created by the Hospitality and Tourism sectors. The skills development programme of the government aims to increase their contribution to the economy to 12% by 2015 with a total of 712 000 direct jobs and 870 000 indirect jobs.
Important words Gross domesti c product (GDP): The total value of goods and services manufactured and delivered in a country in one year Direct job: A position in a hospitality, accommodation or tourism business, e.g. a hotel receptionist, room attendant or tour guide Indirect job: A position that does not form part of the hospitality or tourism sectors, but provides essential products and services to the industry, e.g. manufacturers of linen for use in accommodation establishments, producers of food and furniture, etc. • • • • •
Economic growth is stimulated. Locals as well as people from outside the area will satisfy the demand created by marketing, and local income will increase. Income generated contributes to development and improvement of the country’s infrastructure. Funds are provided for preserving, maintenance and responsible utilisation of natural resources. Tourists bring valuable foreign currency into the country. The esteem and living standard of the community improves.
Classroom acti vity 1 Brainstorm all the different career opportunities in accommodation establishments.
Chapter 1: The Hospitality Industry’s contribution to the South African economy
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Revenue generating areas within accommodation establishments
Revenue generating areas are areas that earn income for an establishment. In an accommodation establishment, these are all the areas where people pay for products and services.
2.1
Guest and function rooms
Guest rooms are occupied by guests overnight. Tariffs charged for accommodation may be per person per night or per room. Accommodation establishments aim for an occupancy rate as high as possible, as more rooms sold for the night means more income for the establishment. Function areas are areas which are rented out for functions such as wedding receptions, birthday parties, celebrations or conferences, business meetings and exhibitions. Function rooms are rented out per hour or per day. Tariffs differ according to the size and type of function room. Extra fees are charged for amenities, meals and refreshments, or equipment such as projectors or sound systems. Establishments often offer packages that include accommodation at special rates for delegates.
Important words Delegate: A person representing a company at a meeting or conference Amenities: Products offered for the comfort of a guest or delegate, such as pens, writing pad and envelopes, bottled water, soap, sewing kits , etc.
2.2
Food and beverage
Many accommodation establishments offer breakfast as part of the room rate. Restaurants, coffee bars, etc. may form part of the establishment or may be outsourced to be managed by private entities not connected to the accommodation establishment itself. Guests are also charged a higher than normal price to make use of room service, where food and beverages may be ordered and delivered to the guest’s room.
2.3 Bars The majority of Hospitality establishments have a liquor licence that allows them to sell alcoholic beverages on their premises. The point of sale may be a bar or a pub where light meals can also be ordered. These bars or pubs are accessible so that members of the public can also make use of the facilities, not only booked in guests.
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Chapter 1: The Hospitality Industry’s contribution to the South African economy
2.4 Laundry A laundry service may be offered to guests, for washing, ironing or dry cleaning their clothing. Guests are charged per item and can expect a one-day service in most cases.
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Non-revenue generating areas within accommodation establishments
Certain areas in accommodation establishments are necessary for the proper functioning of an establishment. Some of these areas don’t generate revenue or income as guests do not pay directly for these services. However, the execution of these functions costs money, and they are budgeted for and funded from the income of the establishment.
3.1 Front office The front office is the heart of every accommodation establishment. It is the office where the guest makes contact with the establishment when he or she makes a booking, checks in or settles his or her account. Enquiries are also handled through the front office. Making a good first impression on the guest forms the basis of a guest having a satisfactory staying experience.
3.2
Marketing
Marketing includes all activities that are engaged in to ensure that prospective guests are aware of the accommodation establishment and the services offered. It is the duty of the marketing team to get potential guests to occupy the establishment.
3.3
Human resources
This department deals with recruiting the most appropriate staff to fill positions in the establishment, normally in compliance with the employment equity requirements of the government. This department will also handle any other staff-related matters as discussed in chapter 2 .
3.4
Finance/Accounting
The financial department controls all the financial processes in an accommodation establishment. A budget is drawn up, and income from guests is spent accordingly.
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3.5 Laundry Washing, ironing and dry cleaning of the establishment’s linen such as bed linen, table cloths, curtaining, etc. does not generate income, but is essential in the operation of the facility. Some establishments prefer to outsource this, making use of a service provider that takes care of the establishment’s own linen either on or off site. Some service providers also collect and exchange linen from their stock, so that the accommodation establishment doesn’t incur the financial lay-out of purchasing, maintaining and replacing their own linen.
Important words On site: At the premises of the accommodation establishment Off site: Away from the accommodation premises, on the premises of the service provider
3.6 Maintenance Some accommodation establishments choose to have permanently employed maintenance staff. These staff members work shifts, as maintenance can be required at any time of the day or night, e.g. problems with television sets or plumbing. They also do routine maintenance such as renovating and gardening, or assist with heavy duty cleaning such as washing of curtains, carpets, etc. Some establishments, however, decide that it is cheaper to subcontract maintenance functions, and contact a contractor whenever services are needed. The disadvantage of this scenario is that the process may be delayed if the service provider is not available, which may result in an unhappy guest.
3.7
Security
Security is the measures put in place to protect people and assets. Security staff should be well equipped and trained to handle suspicious activities, theft, bomb threats and fires. Most establishments have replaced room keys with a card system for improved security. Lost and found items are handled according to the procedures of the establishment.
EXTRA ACTIVITIES Knowledge and comprehension 1. 2.
Design a mind map of all the revenue generating and non-revenue generating areas in accommodation establishments. Find pictures of people working in accommodation establishments. Make a collage or paste them on the relevant positions on your mind map from task 1.
(10) (5)
Extension 3.
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Your family lives in a region of South Africa that is crowded with holiday makers over the December school holiday. They complain that they wish tourists and holiday makers did not exist. Write a letter to your family in which you explain how important the Hospitality and Tourism industries to the economy of South Africa. (10)
Chapter 1: The Hospitality Industry’s contribution to the South African economy
Careers in the Hospitality Industry
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In this chapter you will learn to … Demonstrate your knowledge and understanding of careers: • Ancillary or support positions in a hospitality establishment • Roles and responsibilities of each • The interrelationship between sales and marketing, finance/accounting, security and human resources • Opportunities for sustainable self-employment in food and beverage • Definition of entrepreneurship • Entrepreneurial opportunities in food and beverage • Developing and evaluating a basic business plan for small-scale entrepreneurial opportunities
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Introduction
The Hospitality Industry offers a wide range of opportunities for anyone that has the desire and ambition to work in the industry. Hospitality opportunities present themselves in the fields of accommodation, food and tourism.
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Ancillary or support positions in a Hospitality Establishment
Ancillary positions in a hospitality establishment are those positions that are supporting the functions of the establishment.
2.1
Sales and marketing
POSITION
ROLES AND RESPONSIBILITIES
Marketing manager Telesales person
Organises all marketing activities such as promotions or special events Phones potential clients to introduce products and services Promotes the establishment
2.2
Finance/accounting
POSITION
ROLES AND RESPONSIBILITIES
Financial manager
Oversees all financial procedures of the establishment Signs contracts with reliable service providers
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POSITION
ROLES AND RESPONSIBILITIES
Accountant
Pays staff salaries Controls banking procedures Oversees the auditing of hotel funds Ensures payment of VAT Ensures that debtors are invoiced and that creditors are paid what they are due Controls transactions performed during the day by reception and cashiers which have to be billed onto guest accounts and be ready when they check out the next morning Draws up reports of transactions concluded the previous day
Credit/debit clerk Night auditor
2.3 Security POSITION Security manager
ROLES AND RESPONSIBILITIES Supervises security guards who are responsible for security of guests, personnel and property, and key control
Doorman/bell boy
Welcomes guests at their vehicles Offloads luggage Moves luggage to guest rooms after they have checked in Controls moving of assets
Parking attendant
Oversees security outside the building Controls access of vehicles to the premises Assist guests in parking Looks after vehicles parked in the hotel area
2.4
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Human resources
POSITION
ROLES AND RESPONSIBILITIES
Human resources manager (HR)
Oversees all staff affairs such as employment, training, leave, salaries and any problems experienced by staff Draws up employment contracts, codes of conduct, procedures, work schedules and rosters Takes care of disciplinary actions and the evaluation of performance in the workplace
Chapter 2: Careers in the Hospitality Industry
POSITION
ROLES AND RESPONSIBILITIES
Trainer
Trains and/or supervises new staff Develops staff where needed Update staff records
Administrative staff
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Interrelationships between sales and marketing, finance/accounting, security and human resources
The sales and marketing department are responsible for making potential customers aware of the products and services that the establishment offers. Good marketing will ensure that customers make use of the products and services, which provides an income for the business. The financial or accounting department ensures that the income is spent according to the budget and needs of the establishment. The security team protects guests, staff and property so that claims which may lead to huge financial losses are prevented. Human resource officers ensure that procedures are in place and that staff are trained to perform their duties properly. Thus all these departments are working closely with one another to ensure the success of the establishment.
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Opportunites for sustainable self-employment in food and beverage
Many people are of the opinion that self-employment or entrepreneurship is the only solution to ongoing economic empowerment in South Africa. Sometimes a simple idea can fill a gap in the market and can be developed into a business. Proper market research needs to be performed to ensure that prospective businesses are viable and sustainable. One of the opportunities for self-employment in the hospitality field is to invest in a franchise.
Important word Sustainable: Self-sufficient, will last for a long period, will preserve for future generations
4.1 Franchises A franchise is an enterprise with a well-established name that forms part of a chain in which every establishment/shop has its own owner (who bought it and keeps the profits). A franchise or concession is an approved way of starting a small business. With a Franchise, the company (franchisor) gives permission to an individual (the franchisee) to use the name of the company and to sell its products/services. Examples of fast food franchises in South Africa are Nando’s, SPUR and Wimpy. Other examples in the food sector are the Fournos bakeries and Cinnabon delicatessens, and liquor franchises such as Solly Kramer’s. Some franchising may offer services (such as Mr. Delivery), or transport (such as Airport Shuttle), or photos taken of tourists. Chapter 2: Careers in the Hospitality Industry
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Classroom activity 1 Investigate different small businesses that are related to the Hospitality Industry in your area, and describe the product or service that each of these businesses offer.
4.2
Entrepreneurship
An entrepreneur is a person who starts his or her own business, especially when it involves taking risks. Various opportunities are available for entrepreneurs in the Hospitality Industry.
5 5.1
Dierent opportunities for self-employment or entrepreneurship
Baking
Our modern lifestyles have left many people with less free time and have created a demand for home-baked goods that are tasty, well presented and reasonably priced . You could use your cooking and baking skills to prepare various products such as rusks, biscuits, pies, cakes, etc. from home. Products can include rusks, biscuits, pies, cakes, etc. The products could be sold at various outlets ranging from local supermarkets and cafÊs to garage shops, or through door-to-door selling. Some of the big supermarkets even advertise that they will sell homemade products made by entrepreneurs in the local community. Novelty cakes or cupcakes can be baked and decorated according to a theme and may be used for children’s birthday parties, special birthdays, weddings, anniversaries, etc. The size of the cake, type of decoration and cost are determined according to the need of the client.
5.2
Home industries
A home industry is a communal point for local people to sell homemade products to the public. Products are only accepted if they meet certain quality requirements and a percentage of the selling price is retained by the home industry to pay expenses, i.e. water and electricity, rent, etc. Normally the people that supply the products to the store take turns to work in the shop as sales staff.
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Chapter 2: Careers in the Hospitality Industry
5.3 Vendors Home-produced goods, snacks and refreshments are sold from a trolley or stall. Vendors normally sell a specific product, e.g hot dogs or ice cream, or may be similar to a tuck shop. The target market varies from school children that may pass the stall, to workers on a lunch break or people doing their shopping.
5.4
Function catering
Outside caterers usually prepare food on their own premises and transport it to the customer’s venue to serve it. In-house caterers use their own staff to prepare the food that they serve on their own premises. More and more people start these function venues where they offer different packages which may include a function room, food and the serving thereof. Catering for businesses (on contract basis) or freelance (for birthday parties, conferences, weddings, christenings, etc.) can vary from platters of snacks to five-course meals. Should the customer require it, the business can provide a variety of extra services, e.g. cutlery, crockery, tables, chairs and linen, or these can be subcontracted to another company. The market for preparing food at people’s homes for their dinner guests is also expanding in South Africa, especially if the caterer offers specific cultural fare such as Indian or Thai cuisine.
5.5
Children’s birthday parties
Theme parties for children can be held on the premises of the business, or at the venue selected by the customer. The service may include decorations, refreshments or snacks, entertainment, games, gift packages, etc. that may be coordinated according to a specific theme. Party packs, or a prepacked box per child with eats and beverages, can also be provided.
5.6
Meals on wheels
Home-cooked meals are prepared and delivered on a daily basis to people who cannot cook for themselves. Customers include the elderly, shift workers and busy moms who want to provide tasty and healthy food to their families. Menus may differ from light meals to meals with different courses. These meals can also be pre-packed and sold frozen. Prices may vary according to the target market of the company. Supplying food to the elderly is often seen as welfare, and may therefore be much cheaper than supplying food for convenience to families with working mothers.
5.7
Other opportunities
Other opportunities may be found in importing and distributing speciality food products or equipment that is sourced from a specific region in the world. One example may be syrup waffles from Holland, or cream cheese made in a certain region in Italy. Should the entrepreneur succeed in creating a market for the waffles or cheese, he can import and distribute it to delis, restaurants, etc. Another business idea may be to supply pre-packed lunches or meals that are fully or partially prepared for specific target markets such as campers or hikers, or people with specific dietary requirements such as sugar-free (for diabetics) or gluten-free meals.
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6 6.1
Business plan for small-scale entrepreneurial opportunities
What would you need?
Depending on your business, you may need the following: • A neat and clean kitchen with sufficient equipment according to your product range. The Department of Health may inspect the premises from time to time. • Sufficient ingredients to supply the demand for your products • Packaging suitable for the specific product • Transport to deliver your products should your customers not collect it from your premises • If the demand increases sufficiently, you may later need reliable staff that could help with the preparation, delivery and selling.
6.2
SWOT analysis
• Strengths (strong points): This is the things you are good with and includes assets you may have that could help your business, e.g. an oven or vehicle. You may also list business contacts and interpersonal skills. In fact, if you have it and it can be used to your business’ advantage, it should be listed here. • Weaknesses (weak points): Things that you are not good with, or that you need, are referred to as your weak points. This includes lack of finance, assets, skills and market information. • Opportunities: These are environmental factors. Having access to a culinary training school is an opportunity, so is the lack of a bakery or take-away in your community. Access to cheap/trained/ skilled labour is an opportunity. • Threats: A person opening a similar business to yours is a threat. So is inflation, rising fuel prices, political instability and frequent power interruptions – anything that might have a negative impact on your business. The SWOT analysis is not the be all and end all of your business plan. It indicates areas where you need to improve and things for which you have to plan. The SWOT analysis is interrelated. Each of the four influences the others, e.g. you may have listed under weaknesses that you do not have bookkeeping skills, but under strengths, that you have a friend who is a whiz at bookkeeping. Someone opening a similar business to yours in the same street would be a threat, but having your grandma’s secret recipe book would be an opportunity/strength that could be used to counter it. The community, social clubs or religious groups to which you belong may influence opportunities for your business, and this is referred to as your external environment. Your external environment may give you the opportunity to show your talent, but if your skills are not appreciated, it could be a threat, as you may not be able to develop your talent.
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Chapter 2: Careers in the Hospitality Industry
Classroom activity 2 Case Study: Jennifer loves cooking and she is very good at it. She has a well-equipped kitchen and decides to use the kitchen to its full potential by doing outside catering for businesses in the community, although she knows a few catering businesses already exist in town. She lives close to a school and hears of a girl who is very sad as her family cannot attend her prizegiving ceremony because they live out of town and there is no place for them to stay. Jennifer has a good relationship with the school and upon enquiry, she realises that many functions and events are poorly attended by the families of learners as most of them live far away and there is a lack of accommodation for visitors. Jennifer decides to renovate the flatlet in her back garden to use as accommodation for people who want to attend functions at the school. She realises that this business will be seasonal, as no functions take place during examination periods and school holidays. Compile a SWOT analysis for Jennifer’s business.
6.3
The business plan
To set up and run a successful business, the entrepreneur needs to compile and maintain a comprehensive business plan. The business plan for a new business may not be very detailed, while that of a well-established enterprise may have extensive information under each of the aspects listed below. A business plan is therefore a ‘living’ document (i.e. one that is constantly changing) and should be updated regularly to indicate the current status of the business. Should the business want to apply for financing, the business plan will need to be as complete as possible. The business plan may typically contain the following information:
6.3.1 Cover page • •
Name of business Name of owner(s)
6.3.2 Business descripti on • • • • • •
Business address Form of business, i.e. CC /sole owner/partnership/(Pty) Ltd. Branding, i.e. the company’s name, public image, logo and clothing such as uniforms Short-, medium- and long-term goals, i.e. what targets you want to reach by a set date, financially and otherwise Street map showing the location of the business Site plan showing the layout of the business
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