Regarding to excel sheet, you are not required to do it but you will need to reflect customer experience
Designing Food and Beverage Experiences Assessment #1 Task Sheet: Food and Beverage Evaluation Task Description: This assignment tests your ability to evaluate a range of food and beverage experiences of a particular restaurant. As a professional F&B designer, you will use the Five Aspects Meal Model (FAMM) to objectively evaluate the food and beverage experiences that have been provided through online review sites (Discussion regarding the online review sites will be provided in class). The evaluation involves two parts: · Part A: A content analysis of online reviews completed in a Microsoft Excel sheet. · Part B: A 2000-word evaluation report to discuss your evaluation and recommendations. You will firstly select a restaurant of your choice (this does not need to be limited to Brisbane). The restaurant should have at least one hundred (>100) online reviews so that you have enough data for analysis. (Note: You should not select an experience in which there is only food or only beverage served, e.g., coffee shop.) Part of the Five Aspects Meal Model is to critically assess the connection between food and beverage experiences. Secondly, complete a content analysis of the customers’ online review of your selected restaurant using an Excel worksheet (template will be provided). You are required to show clear links between the online-reviewed experiences and the Five Aspects Meal Model. This framework must be used to help evaluate the online-reviewed food and beverage experiences. Training and analysis template will be offered during the semester. Finally, write a 2000-word evaluation report to discuss the consumer-product relationship (discussed in Seminar 2) based on the reviewed and evaluated dining experiences. Here are key points to remember: · Subjective language is critical for evaluation. This means that subjective words in online reviews (“delicious”, “beautiful”, “amazing”, etc.) should be analysed to identify the consumer-product relationship. Try to provide evidence and professional cues on why this language was used. Think like a consultant. · Remember that no restaurant is perfect. As postgraduate students, you are required to critically understand both the potentially positive and negative aspects of the experiences provided online. Only describing the positive elements will not fulfill the requirements of this assignment. Due Date: The assignment is due (week 9). Both the content analysis sheet and the evaluation report are required for online submission. Marking Criteria: A marking criteria sheet will be uploaded to your course blackboard site. The report should be structured with headings as follows: Section Heading Purpose Title page Title of the restaurant, picture of the restaurant, student name and ID number; course code Introduction (200 words) Provides brief context/background to the restaurant and a preliminary assessment of the consumer-product relationship Evaluation (600 words) Evaluates the food and beverage experiences recorded on website review sites, using the Five Aspects Meal Model from the course. Please note customer online review data may not cover all the five (5) aspects of FAMM. Consumer-product Relationship (400 words) Seeks to identify the consumers that the particular business is aiming for and whether the experiences are successful with this Summary of the evaluation (150 words) Provides a concise summary of the experiences/ evaluation Recommendation (500 words) Provide recommendation for future practice Conclusion (150 words) Conclude the report References (not included in word count) All references used. Referencing style should follow the APA style guide. Format requirements: 1.5 line spacing, 2.54 cm margins, 12 point Times New Roman (note: The content analysis excel sheet need to be submitted together with the report for assessment) The Five Aspects Meal Model: a tool for developing meal services in restaurants 84 © 2006, The Authors Journal compilation © 2006, Blackwell Publishing Journal of Foodservice, 17 , pp. 84–93 Blackwell Publishing IncMalden, USAFRIJournal of Foodservice1524-8275Blackwell Publishing Ltd, 2006 2006 17 28493 Original Article The Five Aspects Meal ModelI.-B. Gustafsson et al. Original article The Five Aspects Meal Model: a tool for developing meal services in restaurants Inga-Britt Gustafsson, Åsa Öström, Jesper Johansson and Lena Mossberg Department of Restaurant and Culinary Arts, Örebro University, Sörälgsvägen 2, 712 60 Grythyttan, Sweden Abstract Preparing, planning and serving meals require several important steps before you can enjoy a meal. The meal takes place in a room ( room ), where the consumer meets waiters and other consumers ( meeting ), and where dishes and drinks ( products ) are served. Backstage there are several rules, laws and economic and management resources ( management control system ) that are needed to make the meal possible and make the experience an entirety as a meal ( entirety – expressing an atmosphere ). These five factors are the major ones for developing meal service in restaurants, and together form the Five Aspects Meal Model (FAMM). Several studies have shown that the context of a meal is important for the acceptance and consumption of a meal. Accordingly, the context has to include the food product itself, the consumer and the environment. These three factors need to be considered in an inte- grated manner, because they affect each other. A qualitative study of restau- rant consumers found that there are at least eight main categories of importance for the experience of the meal: restaurant atmosphere, core items of consumption, restaurant scene, personal service encounter, staff quality, visitors, restaurant decision process and individual circumstances. These categories can easily be related to the ‘Five Aspects Meal Model’. The essence of each factor is dependent upon different forms of knowledge, such as science, practical-productive, aesthetical and ethical. Introduction The concept of the restaurant in its modern form is closely related to the French Revolution, a rev- olution that reduced the power of aristocratic households. Many skilled cooks had been employed in such households, but were left with- out employment after the revolution. These cooks, some of whom were skilled artisans, estab- lished other places to work and served meals for the new class, the bourgeoisie, who could pay for them. At these places one could restore or rest one’s body from hunger or fatigue, which is why such establishments came to be known as restau- rants (Finkelstein 1989a). However, too much emphasis has been put on the connection between the French Revolution and the modern restaurant concept. Already in the early 1780s, there were taverns in England which served meals for travelling upper classes; for instance, in 1786, the London Tavern opened. This was a public house used mainly by members of parliament who lived in London during parlia- mentary sessions, away from their country homes (Mennell 1985). Politicians, writers and traders needed places for meals, meetings and discussion. Correspondence: Inga-Britt Gustafsson, Department of Restaurant and Culinary Arts, Örebro University, Sörälgsvägen 2, 712 60 Grythyttan, Sweden. Tel: + 46 19 302009; Fax: + 46 591 14443; E-mail: inga-britt.
[email protected] Keywords: eating out, foodservice, meals The Five Aspects Meal Model I.-B. Gustafsson et al. © 2006, The Authors Journal compilation © 2006, Blackwell Publishing Journal of Foodservice, 17 , pp. 84–93 85 From these early days, as well as today, restau- rants have been a meeting place in people’s social life. The fast growth of the restaurant industry was certainly an effect of economic growth and the emerging new social classes, but also of the growing numbers of skilled cooks working for a broader public. These cooks also became good entrepreneurs, who started new restaurants. One such cook was Antonin Carême (1784–1833), who created the concept of grande cuisine – spe- cially designed dishes in which food was turned into architectural feats for the entertainment of the guests. Food sculptures and the décor of the dining room were some of the ingredients of grande cuisine (Fisher 1954). From the very out- set, restaurants were the scene of complex social interactions and cultural influences. Food was always there, but also ideas and tastes. The res- taurant became a forum for expression of individ- ual desires and moods. Finkelstein (1989b) said that the early diners were not interested in fine foods, but in imitating a style and form of life associated with the declining aristocracy. They wanted to present themselves as the new social élite. Dining at restaurants had become a status symbol, a way to flaunt oneself and display a new and fashionable lifestyle. Such situations proba- bly bear a strong resemblance to modern restau- rants. People are looking for experiences that go beyond the food itself, and they use the restaurant as an arena where they can relax, enjoy and socialize. This requires a new, more broad-based approach in the development of meals in restau- rants. Restaurateurs need to be aware that a res- taurant visit is a social and cultural act in a context that reflect their dream and lifestyle and where people look for the fulfilment of certain desires and mood expectations. Furthermore, in our modern society, food and meals, as well as the manner in which they are consumed, have become symbols of social differ- entiation, a way to express oneself and one’s indi- vidual preference, rather than merely a way of providing for the needs of the body. This has been strongly expressed by Finkelstein (1989b) as well as by Warde & Martens (2000), who draw a distinction between eating for pleasure and eating from necessity. How the entirety of a meal is perceived is also dependent on earlier experiences. We consume a meal with all our senses – sight, hearing, smell, taste and touch. Our sight gives us information about colour and appearance, and is of great importance for our perception of the taste, smell and texture of the meal, but the surroundings of the meal also affect our perception: the table and other furniture and equipment in the room where we have our meal. The cognitive picture of the meal in our brain creates certain expectations, according to our earlier memories, knowledge, experiences and contexts. Our earlier experiences will influence the way we experience the meal. This sensory process has been called a filter between the external (objective) and internal (subjective) world (Martens 1999) and has to be kept in mind when producing meals of any kind. The restaurant industry is growing at a fast pace, as people choose to eat out more frequently. In Sweden, for example, restaurant sales in- creased by 65%, from SEK28 billion to 46 billion, over the period of 1994–2004. During the same time, the number