Manual Food and Beverage Control Systems

• There are four basic methods of order taking and seven billing methods for revenue control
• Two approaches exist for recording and controlling food and beverage sales, which are manual and automated systems

Manual Systems

• Restaurant checking systems, sales checks, or food checks form the base of a revenue control system
• Recording each item and its price on a waiter's sales check is a simple sales control procedure
• Food checks remind staff of the order taken
• Food checks record sales, enabling the compilation of sales and sales history
• Food checks assist cashiers in verifying prices charged
• Food checks provide customers with a detailed list of charges
• Using numbered checks and recording cancelled/missing checks aids in control
• Duplicate or triplicate checks help control by providing written records for the kitchen, authorizing food/beverage issuance, and enabling comparison between copies
• The operational problems of manual systems include poor handwriting leading to incorrect orders, wrong food delivery, and incorrect pricing
• Human errors in manual systems can cause incorrect pricing, additions, service charges, and tax calculations
• In manual systems, communication between departments relies on waiting staff, which is inefficient
• Manual systems lack quick management data, resulting in outdated and costly data
• Manual systems are labor-intensive due to the need for detailed information

Automated Systems

• Automated systems include pre-checking, electronic cash registers, point-of-sale control, and computerized systems

Methods of Payment

• Various methods for payment of goods or services include cash, cheques, cheque guarantee cards, credit cards, debit cards, charge cards, traveler's cheques, Euro cheques, vouchers, and tokens

Cash Payments

• The cash received must be checked in front of the customer, with change counted back and accompanied by a receipt
• Notes received should be checked for forgeries

Cheque Payments

• Cheque payments should include a cheque card
• Cashiers must verify that the cheque is correctly dated, payable to the correct entity, filled with the correct amount, signed by the indicated person, and has a valid bank code and date

Cheque Guarantee Card

• A cheque guarantee card ensures that the bank will honor the cheque payment, even if the writer lacks sufficient funds

Credit Card Payments

• When receiving a credit card, the operator checks its validity
• A voucher is made with appropriate details
• The customer signs the voucher, which the operator compares to the signature on the credit card
• The customer receives a voucher copy as a receipt
• The credit card's validity is verified electronically

Debit Card Payments

• Debit cards are used similarly to credit cards, immediately deducting the amount from the customer's account

Charge Card Payments

• Customers using charge cards are billed monthly for services
• The full account balance must be paid, with no credit allowed (e.g., American Express)

Traveler's Cheques

• Traveler's cheques are issued by travel agents or banks in the traveler's country in various currencies
• These are signed upon issuance and when used for payment or exchange
• The exchange rate is determined at the time of transaction
• Traveler's cheques come in different guaranteed values if the two signatures match
• Customers must date the cheque, make it payable to the establishment, and sign it again

Euro Cheques

• Euro cheques are issued for use in other countries and need to be accompanied by a cheque guarantee card

Vouchers and Tokens

• Vouchers (e.g., luncheon vouchers) are exchanged for food at participating establishments
• Vouchers have an expiry date
• Tokens are exchanged for specific meals or values
• If the purchase exceeds the token's value, the difference is paid in cash
• No change is given if the purchase is less than the token's value

Sales Promotion

• Sales promotion involves temporary incentives to highlight product aspects and increase sales during slack periods
• Sales promotions are aimed at customers, distribution channels, and sales employees

Reasons for Sales Promotion

• Sales promotion aims to increase customer spending and sales revenue
• Promotion introduces a new product at a reduced price
• Promotion also influence impulse purchases
• Sales promotion also levels peak activities (e.g., promoting free wine with meals at certain times)
• Promotion aids long-term advertising campaigns and clears slow-moving stock
• Promotion packages menu items attractively
• Promotion also celebrates events and is well-planned, monitored, and evaluated

Types of Sales Promotion

• Sales promotion includes advertising, merchandising, personal selling, public relations, and franchising

Advertising

• Advertising is a paid form of non-personal presentation by an identified sponsor
• Its purpose is to influence knowledge, attitude, and behavior to meet advertiser's objectives
• Advertising should be planned to achieve its objectives
• Advertising relies on a determined budget
• A catering service's advertising budget depends on the nature, size, ownership, market segments, market coverage, and type of advertising

Purposes and Objectives of Advertising

• to create product awareness
• to create product desire, so it stresses on the benefits to the customers
• to influence customer attitudes and create brand loyalty
• to encourage customers to buy and consider a certain restaurant
• Advertising also reminds customers to buy and informs the market about products
• Advertising can also provide reassurance and must be ethical and truthful

Major Forms of Advertising

• Advertising channels used in food and beverage facilities include direct mail, press advertising, broadcasting, signs and posters, and miscellaneous media

Direct Mail Advertising

• Direct mail involves communicating with specified customers via personalized letters, brochures, pamphlets, and leaflets

Advantages of Direct Mail

• Specific customers are targeted and easily introduced to the product
• Direct mail also gives a prompt and easy to appreciate feedback and represents a cost-effective advertising method

Disadvantages of Direct Mail

• The market must be specifically targeted to avoid wasting money on unread or unacted-upon mail
• The production of quality mailing literature can be costly

Press Advertising

• Press advertising includes newspapers, magazines, guides, and trade advertising

Broadcasting Advertising

• Broadcasting involves radio, television, and cinema

Signs and Posters

• The signs and posters advertise a catering facility, being positioned closely or at some distance
• External signs on main roads are important for hotels, restaurants, and fast-food drive-ins

Miscellaneous Advertising Media

• This includes door-to-door leaflet distribution, leisure centre entrance tickets, theatre programmes, and shop windows

Merchandising

• Merchandising uses non-personal media for point-of-sale promotion
• Merchandising influences customers' choices within a restaurant
• The merchandising may use aromas, floor stands, posters, directional signs, display cards, food and drink displays, trolleys, buffets, wall displays, tent cards, drink coasters, clip-ons, children's menus, audial elements, facia boards, menus, and displays of other customers' food

Personal Selling

• Personal selling is a paid form of promoting a facility personally
• Service industries increases contact time between service staff and customers

Public Relations

• Public relations involves communication and information processes that operate within an organization's internal and external environment
• Public relations should create a beneficial environment for the organization to operate effectively