The 7 Fundamentals of Solid Food Service

By Gary Ciniello

Whether you’re considering a startup food operation in your center or revamping the menu in your existing eatery, these seven foundational elements will get you moving toward higher customer satisfaction and more food revenue.

CONCEPT

Know who you are and who you serve. For the most part, bowling centers are casual, recreational, sports venues. It doesn’t make any sense to offer spaghetti and meatballs or chicken cordon bleu. As an example, several years ago, I tried something different and created a menu in an FEC featuring rack of lamb, seafood Fra Diavolo, and Long Island duck. Guess what happened; nobody ordered these items. For the most part, in bowling centers, our guests prefer quality burgers, tasty pizza, juicy wings, and some other goodies. This is good news because we know what our customers want, we don’t have to guess, which is a huge bonus. My advice is to be interesting, but not too fancy. Stay true to your concept while offering new, hot items. Remember, you are not just competing with other bowling centers and FECs. Your real competition is every restaurant and lounge within a 5-mile radius.

POS SYSTEM

I encourage everyone to track menu items’ sales through a sound POS system and adjust the menu at least twice each year. If you don’t have a good POS system, definitely look into them. There are many good ones out there. Offering monthly specials is an ideal way to try out a new food item and see how it resonates with your customers. If it sells well, add it to your regular menu. More than fancy, your customers are looking for quality, consistent, casual food at reasonable prices.

EQUIPMENT

I get asked a lot of questions about recommendations on equipment. Depending on your food operation or what you would like it to be, your equipment needs will vary. Let’s look at some essential equipment for your kitchen for today’s article:

Fryers. You’ll need at least two, depending on your volume.

Flat-top 48-inch grill and a char-grill for burgers and chicken.

Pizza oven. There are many different kinds depending on your preferences and budget. If you are serving pizza, you probably want a pizza press for consistency. Handtossed flying dough balls look great, but will your kitchen staff be able to prepare the pizza consistently?

A steam table can be used for a variety of items.

A stovetop and, if available, a convection oven will be helpful, depending on your menu items. Freezers and refrigerators are needed, again depending on your revenues and budget.

STAFF ABILITY

I cannot stress this enough –the ability of your staff (or lack thereof) is not an area to be overlooked! Who will be preparing food, and what are their skills? If you have talented cooks, your options are numerous, so feel free to kick your menu up a notch. If not, consider what items can quickly and consistently be prepared for customer satisfaction. Consistent food quality is essential to your customers and operation.

No matter if your center features a snack bar, casual dining area, or full restaurant, training should be a crucial part of your foundation. I’m not talking about a walk-through training once or twice; I mean a regular, continual training program to keep staffers up to date on food specials, menu changes, and potential food additions. Plus, regular communication with these front-line workers will provide you with much-needed feedback regarding customer satisfaction, how food flow is being handled, and loads of other important insights. A proprietor once asked me, “Why do I have to spend so much money on training if the employees will eventually leave anyway?” I replied, “What if you don’t train them and they stay?” As a former national training manager, my advice is to train employees. The four steps to successful training are: prepare, present, practice, and follow up, with the latter being the most important.

COOKING TIMES

When designing your menu, remember that we are looking at a maximum of 15-minute cook times. You really cannot have items that need to be baked. They take far too long for customers who expect speedy service. Burgers, pizza, sandwiches, and fried items are quick to cook and serve.

PRICING

Pricing is a chief concern of food operators. How to buy and sell at prices that make a profit; or the very least not lose money. Let’s start with food distributors. Are you using a reputable food distributor? Do you attend their food shows? Are you utilizing all the talents they afford you? You may be surprised at all the options food distributors offer.

FOOD COSTS

When it comes to food costs, ensure that you monitor them regularly. Purchase in bulk whenever you can, but don’t over-purchase during your slower periods. Remember that perishable items have a short shelf-life, and their costs will vary. Are you utilizing a food cost worksheet to determine your retail pricing? If not, you absolutely should be!

Food cost percentages will usually vary from 30-35%. Remember that not all menu items will cost out to the same percentage. Sodas, fries, and pizza items are regularly very lowcost items. Don’t be afraid to put a $13.00 item on the menu if the food cost percentage is 45. You are putting $7.15 in your pocket. If you serve fries at $3.50 and their food cost is 20%, your bottom-line profit is only $2.80. Remember what you deposit in your bank account: dollars, not percentages!

35+ years of experience in the Food and Beverage Industry. He has been invited to speak at Bowl Expo several times because of his extensive knowledge in the bowling and FEC business. He is a master at menu design and layout to create profitable food and beverages in your center. If you have questions for Gary email him at menuguy00@aol.com