PRESENTED BY:

SHRADHA CHINDARKAR
PRESENTED TO:
PROF. SOUGANDIKA
CLASS
TYBMS - B
ROLL NO:
89
SUBJECT:
SERVICE SECOR MANAGEMENT
PROJECT ON:
CATERING INDUSTRY
COLLEGE:
M.L. DAHANUKAR
ACKNOWLEDGEMENT
This project on CATERING INDUSTRY is res!"t o# co$opertion% hr&
'or( n& )oo& 'ishes o# *n+ peop"e, I the st!&ent o# M L DA-ANULAR
Co""e)e o# Co**erce 'o!"& "i(e to thn( Prof. SOUGANDIKA #or )i.in) !s
the opport!nit+ to 'or( on the project n& ti*e"+ ssess*ent )i.en /+
her tht pro.i&e& !s inspirtion n& ."!e& )!i&nce thro!)ho!t the
project, We o'e the &e/t to her #or )i.in) n opport!nit+ to present
creti.e o!tco*e in the #or* o# project 'or(,
INTRODUCTION O0 SSM
The tertiary sector of industry (also known as the serice sector or the
serice industry! is one of the three "ain industrial cate#ories of a deelo$ed
econo"y% the others &ein# the secondary industry ("anufacturin#!% and $ri"ary
industry (e'traction such as "inin#% a#riculture and (shin# Serices are de(ned in
conentional econo"ic literature as )intan#i&le #oods).
The tertiary sector of industry inoles the $roision of serices to
&usinesses as well as (nal consu"ers. Serices "ay inole the trans$ort%
distri&ution and sale of #oods fro" $roducer to a consu"er as "ay ha$$en in
wholesalin# and retailin#% or "ay inole the $roision of a serice% such as in $est
control or entertain"ent. Goods "ay &e transfor"ed in the $rocess of $roidin# a
serice% as ha$$ens in the restaurant industry or in e*ui$"ent re$air. +oweer%
the focus is on $eo$le interactin# with $eo$le and serin# the custo"er rather
than transfor"in# $hysical #oods.
DE0INITION1,
-.Serices are actiities% &ene(ts or satisfactions which are o/ered for sale are
$roided in connection with the sales of #oods which are tan#i&le or intan#i&le...
INTRODUCTION A2OUT CATERING INDUSTRY
0aterin# co"$anies $roide the food and drink that "ake a $arty. They
$re$are the refresh"ents% fro" a$$eti1ers to "ulti,course "eals% for al"ost any
kind of $riate or $u&lic eent you can i"a#ine% includin# weddin# rece$tions%
cor$orate "eetin#s% fund,raisers% and s$ortin# eents% to na"e 2ust a few. These
occasions can &e lar#e or s"all% si"$le or ela&orate.
Today this industry has &oo"ed &y lea$s and &ounds &reakin# throu#h the
&oundary of leisure caterin# (i.e. $arties and occasions! and has e'tended to new
territories like cor$orate caterin#% o/shore caterin# etc.
The way to the "ans heart is throu#h food. In caterin# this state"ent is
taken in a ery serious "anner. 0aterin# is a serice which deals with $roidin#
food for di/erent ty$es of conditions. 3ro" an infor"al function like fa"ily
weddin# to so"ethin# hi#hly $rofessional like o/ shore caterin#. 0aterin# is a $art
of hos$itality industry% when see it fro" serice $oint of iew. 0aterin# is neither
totally &ased on #oods nor is it on serices. It contains a $ro$ortionate "i'ture of
&oth these as$ects.
0aterin# can &e &roadly diided under three heads4
5. Industrial caterin#
6. 7eisure caterin#
8. Defense caterin#
9any restaurants o/er caterin# serices as a sideline% &ut there are also
"any inde$endent o/,$re"ise caterin# &usinesses. They ran#e fro" s"all
co"$anies that cater ho"e $arties and rece$tions to lar#e esta&lish"ents that
cater :ollywood% e"&assy% and #oern"ent eents. These inde$endent
&usinesses o$erate out of $re"ises of their own e*ui$$ed with o;ces% stora#e
s$ace for su$$lies% and kitchens. <Serices= in the conte't of a foodserice
o$eration refer to the o$$ortunities
9ana#e"ent "akes aaila&le to the custo"er to $urchase food% &eera#e%
<Serices= in the conte't of a foodserice o$eration refer to the o$$ortunities
9ana#e"ent "akes aaila&le to the custo"er to $urchase food% &eera#e%
entertain"ent and ancillary serices.
SER3ICE INCLUDES
5. 0ontract feedin# serices
6. Packa#ed take,out foodserices
8. :eera#e serices
>. ?ntertain"ent serices
@. :usiness "eetin# serices
A. 0onference and conention serices

TY4ES O0 CATERING
There are "any di/erent ty$es of caterers in the industrial caterin# serices (eld.
A detailed &ifercation in industrial caterin# serices can &e ta&led as follows
56 2!siness n& In&!stri" cterin)
Industrial
o Industrial 0anteens B 0afeterias
o Guesthouses
o 3ood 0ourt
o In,Ci#ht caterin#
It $roides &ulk,caterin# serices to co"$anies. 0aterin# to lar#e #rou$s is
what industrial caterin# does. An industrial caterin# and hos$itality serice caters
to co"$anies% factories% schools in,Ci#ht% hos$ital etc. They s$eciali1e in
centrali1ed kitchen and in,house caterin#. Their "eals are $re$ared under
hy#ienic conditions% $acked and sered with care% $resented well and taste
delicious.
Thou#h $late $resentation does not "atter "uch in so"e of these
industries there are ti"es were a caterer has to take s$ecial care in the way he
$resents the food. This is "ostly a$$lica&le in In,Ci#ht caterin# or elite hos$ital
caterin#. An industrial caterer $roides "eals for late workin# e"$loyees and
"aintains the e;ciency of the or#ani1ation &y kee$in# the sta;n# the o;ce
instead of out to lunch.
+ealthcare
o +os$ital
o Nursin# +o"es
Dhen a hos$ital decides to outsource its caterin# and allied serices% it
seeks a co"$any% which has the de$th of e'$erience and the &readth of e'$ertise
to $ro,actiely su$$le"ent its role as a $roider of critical "edical care. A caterer
needs to $roide $rofessional solutions to your hos$italEs caterin# and allied
serices needs. Personnel are s$ecially trained for the health care eniron"ent to
delier hos$ital s$eci(c serices.
?ducation
o Day Schools
o Fesidential Schools
o Trainin# 0entre
A well de(ned and nutritious diet $lays an i"$ortant $art in the #rowth G
deelo$"ent of students. Daily% in schools% colle#es and other educational
institutions across the country arious caterin# or#ani1ations are takin# care of
the hun#ry sto"achs of the hun#ry "inded youth. A caterer addresses the three
ital facets of educational caterin# i1. a nutrition,enriched "eal% strict hy#iene
control and a $ositie and healthy control and a $ositie and healthy eatin#
eniron"ent. Dith diets #eared to arious student a#e,#rou$s% tastes and
$references% an e/ectie caterer has to ensure the e;cient% cost,e/ectie and
co"$rehensie answer to the caterin# re*uire"ents of the educational institution.
Hendin# Serices
o +ot :eera#es
o 0old :eera#es
o 3ood and snacks
The success of a endin# solution hin#es on factors like the *uality of
"achine% $roduct% "aintenance and deliery. A caterer needs to deelo$ a
endin# serice that is not only su$erior in ter"s of $roduct *uality &ut is also
&acked &y a dedicated su$$ort serice to ensure ti"ely delieries and re#ular
"aintenance of the "achine. Of course all this co"es at a ery co"$etitie $rice
in a $acka#e tailored to suit your s$eci(c re*uire"ents.
Trael% Fetail G 7eisure
o Failway 0aterin#
o 3ood 0ourts
o Fetail Outlets
In case of the leisure caterin# the custo"er s$an is #enerally restricted or
within the &oundaries of eents and functions whether o;cial or uno;cial. These
include $arties% &an*uets% "arria#e functions% etc. A custo"er would e'$ect a
caterer to sere hi" to the o$ti"u" leel of satisfaction. The serice in such a
(eld is so"eti"es of #reater i"$ortance than the *uality of food.
Althou#h food *uality is unco"$ro"isa&le &ut the leel of serice *uality
can &e a decidin# actor in such cases as the one,to,one interaction &etween the
custo"er and caterer is ar#ua&ly the hi#hest. Alon# with food% other food related
tools are also included. Plate $resentation is #ien $ri"e i"$ortance.
76 O00S-ORE 8 MARINE CATERING
One of the ery often ne#lected (eld of caterin# serices industry is the
O/shore and 9arine caterin# serices. De take the li&erty to hi#hli#ht this $art of
the caterin# industry a little "ore than the others here.
The s"ooth functionin# of a caterin# o$eration at o/shore or 9ariti"e
enter$rises de$ends on your $eo$le &ein# well housed% well fed and well looked
after. 0aterers are #enerally the one only $roider of *uality life su$$ort serices
and food on the hi#h seas to a "a2ority of co"$anies in the Oil(eld G 9ariti"e
se#"ent.
Throu#h constant innoation and a willin#ness to #o the e'tra "ile is what
the caterers hae to take as a res$onsi&ility towards these o$erations. +y#iene
that adheres to international standards is a "ust in this (eld since "ost or a lot of
the oil co"$anies are internationally reco#ni1ed co"$anies and hence hae not
only the e'$ectations of the e"$loyees &ut also a re$utation to lie u$.
The caterers hae to &e a&le to $roide diersity in caterin# e'$ertise%
"akin# it $ossi&le to delier hi#h *uality "eals for any cuisine % &e it Italian%
Ia$anese% "iddle eastern countries or any other nationality as the co"$anies fro"
all around the world are into oil e'$loration in India. The caterers also hae to
hae e'cellent lo#istics syste"s in $lace to &e a&le to reach the o/shore sites on
ti"e and return safely too.
9: REMOTE SIDE AND DE0ENCE CATERING1
These include the followin#4
Power Pro2ects
Infrastructure Pro2ects
Defense
Any $ro2ect or o$eration in an e'tre"e or inaccessi&le location is a de"orali1in#
task. A serice caterer is thus $referred for re"ote site caterin# and serice
handlin#. This hel$s the custo"er to concentrate $ro$erly on his "ain actiity.
MOMENT O0 TRUT-
De;nition
It is de(ned as a ti"e when the custo"er directly interacts with the serice
$roider. It can &e sin#le encounter or series of encounter. It "ay inole one
e"$loyee or a ariety of e"$loyees. Nor"ally% it is used in reference to interaction
&etween custo"er and e"$loyee &ut it "ay also include interaction &etween
custo"er and self serice e*ui$"ent. It is called the <Mo*ent O# Tr!th=.
To &etter e'$lain the "o"ent of truth $heno"enon. De will take the li&erty
of usin# an e'a"$le.
If I0I0I :ank wants to $roide #ood *uality food and drinks on a daily &asis
to its ar"y of e"$loyees they will essentially esta&lish a "arket research tea" to
deter"ine the "ost feasi&le 0aterer to contract with re#ardin# this hu#e
o$eration. 7ets say that their e/orts $roe that FK+S is the leader in $roidin#
hi#h *uality industrial caterin# serices and also reasona&ly cost e/ectie to
contract with.
+oweer Fadha Krishna &ein# a hu#e na"e in its (eld of &usiness has
created a ery hi#h i"$ression of itself in the "inds of the I0I0I "ana#e"ent.
Dhen the sales "ana#er fro" I0I0I contacts FK+S o;ce% or directly "eets hi"
after ('in# an a$$oint"ent he would #et into an interaction with the caterer who
is a serice $roider and this would lead to serice encounter or in 0arlson.s word
="o"ent of truth.=
One thin# to kee$ in "ind here and is also necessary to $oint out is that if
durin# this a&oe "entioned -9o"ent of Truth. if the re$resentatie of the :ank is
not treated with hi#h leel of courteousy and res$ect then the lar#e contract could
si"$ly sli$ out of the hands of the FK+S.
Thus the serice encounter is de(ned as all actiities inoled in the serice
deliery $rocess. So"e serice "ana#ers use the ter" )"o"ent of truth) to
indicate that de(nin# $oint in a s$eci(c serice encounter where interactions are
"ost intense.
T-E < Is O0 CATERING
INTANGI2ILTY
Goods and serices are two di/erent ter"inolo#ies. The "ost i"$ortant
di/erence &etween the" is that #oods are tan#i&le so they can &e touched% tasted
s"elt and felt. Dhereas on the other had serices are intan#i&le in nature. Due to
this it is not $ossi&le for custo"er to touch% taste or feel the serice &efore
$urchasin# it.
Intan#i&ility serices are di;cult to sell &ecause they cannot &e $roduced
and dis$layed ahead of ti"e. They are therefore harder to co""unicate to
$ros$ectie custo"er. 9arketer of serice can reduce this risk &y stressin#
tan#i&le cues that will coney reassurance and *uality to the $ros$ectie
custo"ers.

These tan#i&le cues ran#e fro" the (r".s $hysical facilities to the a$$earance and
&ehaior of its sta/ to the latter head on its stationery to its lo#o.
?#4 caterin# &ein# a serice is an intan#i&le $roduct. Thus if su$$ose western
railway% wants to set u$ a canteen in their $re"ises% they "i#ht consider those
co"$anies which are already esta&lished in the "arket. The reason for this
selection is that if the caterers are known they (nd it "uch easier to rely on their
$erfor"ance.
INSE4ARA2ILTY
In $articular% "any serices re*uire the $artici$ation of the custo"er in the
$roduction $rocess. Unlike #oods% which are often $roduce in a location far
re"oed fro" the custo"er and totally under the control of the "anufacturin#
(r"% serice $roduction often re*uire the $resence and actie $artici$ation of the
custo"er% and of other custo"er.

De$endin# u$on the skill% attitude and cor$oration% and so on that custo"er
&rin# to the serice encounter% the result can &e #ood or &ad% &ut in any eent
hard to standardi1e.

In caterin# industry% the custo"er has to the #o to the serice in order to
aail of the serice. +e cannot use the serices 2ust &y sittin# at his residence.
Thus caterin# industry is an inse$ara&le serice. There can &e on #oin# 2o&
trainin# for e"$loyees.

Durin# the trainin# $eriod they should not &e $ut into direct #uest contact
areas. The trainin# #uidelines hae &een $ut down for e"$loyees% fro" how they
hae to a$$roach the #uest% how to talk and handle the situation.
IN3ENTORY
If the full ca$acities of the serices are not utili1ed% the serice &eco"es
$erisha&le. If a caterer is hain# and cookin# and serin# facility of hundred
$eo$les at a ti"e and is a&le to sere only JK $eo$les on $articular function or
$arty% then the re"ainin# 8K $eo$les or 8KL ca$acity #ets $erished and can
neer &e used. The $roduct is $erisha&le,a serice not sold that is lost foreer.

INCONSISTENCY
The fact that serice *uality is di;cult to control co"$ounds the "arketer.s
task. Serices are $erfor"ances% often inolin# the cor$oration and skill of
seeral indiiduals% and are there for unlikely to &e so"e eery ti"e. This $otential
aria&ility of serice *uality raises the risk faced &y the custo"er.

SU44LEMENTRY SER3ICES
The core ser.ice1
3or a caterer the core serice is to $roide food to their custo"ers.
In#or*tion
New custo"ers and $ros$ects are infor"ation hun#ry. :efore inestin# their
"oney in any enture they want throu#h infor"ation of it. So"eti"es een
"inute infor"ation "ay hae a hu#e e/ect on the custo"er. Thus it.s i"$ortant
for eery caterer to $roide accurate and ti"ely infor"ation for his or her
custo"ers. This infor"ation such is easily accessi&le &y the custo"er. Another
i"$ortant as$ect is that this infor"ation should &e true and #enuine.
3or e'a"$le. A caterer% of any ty$e% should hae a catalo# which would hae the
ty$e of food $roided the ti"e $eriod it could &e $roided in% any e'tra
accessories $roided &y the" and the cost of their serice. They should also
"ention in their catalo#s a&out the conse*uence of certain situation like in case
of chan#e of order at the last "o"ent or any delay fro" the caterers side then
what would &e the e/ect of this.
Or&er t(in)
Once the custo"er is satis(ed with the infor"ation another i"$ortant as$ect is
the way order is taken. This "i#ht &e a crucial $art as if there is an ela&orate and
len#thy $rocedure it will de "otiate the custo"er. The way the order is taken
also "atters. if the $erson is not $olite and hel$ful. It.s i"$ortant here to take the
order a$$ro$riately. Any "istakes in the details taken can cause $ro&le"s in
caterin# the serice.
3or e'a"$le durin# coo$erate caterin# it is i"$ortant that the $erson takin# the
order "ust &e $resenta&le and should &e a&le to take down the details like how
"any $eo$le to cater for% how "any dishes re*uired% how "any days should the
caterin# &e $roided etc.
2i""in)
:illin# is an i"$ortant $art of the whole caterin# serice. After all it.s the $rocess
throu#h which the caterer will #et his reenue. 9any ti"es the way the &ill is
$resented like for its contends its for"at etc "i#ht e/ect the custo"er. It is also
i"$ortant that the &ill is $roided to the custo"er at a $ro$er ti"e earl or
delayed deliery of the &ill will a/ect the caterer.
3or e'a"$le in in,Ci#ht caterin# a $rice is already ne#otiated for. Thus at the 5K
th
of each "onth% till the contract is alid% Ta2 SATS Air 0aterin# 7i"ited will send
their &ill to O"an Air. This will contain the nu"&er of days the serice was
$roided% total nu"&er of $eo$le the food was "ade% any e'tra char#es for any
unti"ely chan#es% any discounts and the total $ay"ent. The end of the &ill will
hae a footnote thankin# O"an Air and also there will &e the na"e and the
nu"&er of the $erson O"an Air can contact for any further details.
4+*ent
If one considers &ill as the "otie of reenue then $ay"ent is the action. The way
the $ay"ent needs to &e "ade aries fro" caterer to caterer. It.s i"$ortant that
the caterer who $roides $ro$er alternaties to the custo"er in the "ethods of
$ay"ent. These can &e acce$tin# of credit cards% che*ues or other such
instru"ents.
3or e'a"$le. A s"all $arty caterin# (r" "any acce$t the $ay"ent in cash or
che*ue &ut an esta&lish caterin# house like o&eroi.s "ay acce$t in credit or
de&it card too.
Cons!"ttion
0usto"ers "ay &e the kin#% &ut een kin# need an adisor. Dhen a custo"er
a$$roaches a caterer for the serice of $roidin# food% its not always that he know
what e'actly he wants. 9any a ti"es it "i#ht &e the (rst interaction of the
custo"er with the caterin# serice or he "i#ht not hae $eo$le knowled#e a&out
the likes and dislikes of the $eo$le who are the end users. In such cases it is
necessary that a caterer #uide the custo"er in a $ro$er direction with his
knowled#e in the (eld. 9any ti"es a custo"er "ay hae full trust in the caterer
and ask hi" to $lace an order for hi" here to the caterer can $roide consultancy
serice.
3or e'a"$le4 in school caterin# the school authority "i#ht not hae the
knowled#e a&out what kind of food the children will like. Their $ri"e "otie would
&e $roidin# nourishin# food and "i#ht #ie these criteria to the caterer and ask
for his hel$ in $re$arations of the "enu. ?en at ti"e how "uch food should &e
"ade a#ain would &e not a$$ro$riately know to the" here a#ain the caterers
hel$ is sou#ht.
-ospit"it+
The (rst i"$ression is the last i"$ression. This has to &e ke$t in "ind &y
the caterer while a$$ointin# his sta/. Its not $ossi&le that the caterer will always
&e around to handle custo"ers. 9ost of the ti"e the (rst encounter of the
custo"er is with the o;ce sta/ of the caterer thus it is i"$ortant to consider
who" the caterer is e"$loyin#. Another i"$ortant factor under this $eri$heral
serice is to see to it that the custo"er is co"forta&le when he is with the
catererMM..
3or e'a"$le4 su$$ose if I0I0I co"es to FK+S for a caterin# order of the
co"$any.s canteen their (rst encounter with the caterer will &e the rece$tion
desk. Now if he if welco"ed &y a $resenta&le friendly rece$tionist who $roides
the" with a co"forta&le settin# arran#e"ent. Then they are sered the" with
so"e a$$eti1ers. if they hae to &e ke$t waitin# then the rece$tionist could
$roide the" with a catalo#s of the co"$any or een the $ro(le &ooklet of the
co"$any. These s"all thin#s would a/ect the I0I0I #rou$ in a ery $ositie
"anner.
On &road &asis the custo"er can &e classi(ed into < )ro!ps these are
5 6 4ssi.e c!sto*ers
Passie custo"ers are the ones who neer co"$lain. They do so due to the
attitude of= why should I &other= these custo"ers do not s$read &ad "outh a&out
the caterer &ut due to dissatisfaction "ay not co"e &ack to the sa"e caterer. If
the caterer is a&le to #et fro" the% his weak $oints then he would &e a&le to
i"$roe that as$ect. In the lon# run &y doin# so he would increase the leel of
custo"er retention.
76 3oicer c!sto*ers
These are the ty$e of custo"ers who would e'$ress their $ro&le" to the
caterer. The $lus $oint of such custo"ers is that they directly co"e to the caterer
and narrate the $ro&le". Due to this the caterer will &e a&le to reco#ni1e the
$ro&le" as well hel$ the custo"er. Secondly this ty$e of custo"er does not
s$read a &ad "outh a&out the serice thus he saes the caterer fro" $otential
har".
3or e.#. In ciic caterin# at the e"&assy if the caterer is not $roidin# a$$ro$riate
cutlery then in such a scenario a oice custo"er will co"e and "ake a su##estion
to i"$roe the cutlery.
96 Irte c!sto*er
These are the ty$e of custo"ers who "i#ht feel dissatis(ed &ut they will not
e'$ress their dissatisfaction to the caterer instead they will s$read &ad "outh
a&out the serice. Such custo"ers are har"ful and do not #ie the caterer a
chance to i"$roe.
3or e#. In hos$ital caterin# if the caterer fails to o/er a a$$ro$riate desert% then
such a custo"er will s$read the &ad "outh of the serice.
<6 Acti.e c!sto*ers
These ty$es of custo"ers are the "ost ha1ardous for the caterer. They % when
dissatisfy% not only s$read a &ad "outh a"on#st their fa"ily and collea#ues% &ut
they will #o for a "uch seer action. They will #o ahead and $ut their co"$lain in
the "edia for the $u&lic to read. Such a ne#atie act will tarnish the #oodwill of
the caterer in the "arket.
3or e.#. If durin# in Ci#ht caterin#% a e#etarian custo"er (nds non,e#etarian
food in his $acka#e. he will create a &i# ruckus of it. +e will #o ahead and $rint the
whole issue in the news$a$er. This will de(nitely a/ect the caterer.
CUSTOMER E=4ECTATION
?ach liin# &ein# on the face of the earth has e'$ectations. This e'$ectation
for" due to ones $erce$tion. Dhen these e'$ectations are not ful(lled then it
causes dissatisfaction. This is a thou#ht a caterer can neer for#et.
Dhen a custo"er co"es to the caterer for a $articular order% he already has
a $erce$tion a&out what the caterer can o/er. These $erce$tions are for"ed due
to "any reason so"e of these "i#ht &e the custo"ers $rior e'$erience with the
caterer% what they hae heard a&out the caterer or the "arket share of the caterer
Oer a ti"e% a custo"er deelo$s certain standards with the catererin# serices
these &eco"e nor"s for hi". if these are not followed then the e'$ectation leel
is thorou#hly altered.
COM4ONENTS O0 CUSTOMER E=4ECTATIONS
The custo"er.s e'$ectations hae "any ele"ents such as $erceied
serice% ade*uate serice% desired serice% 1one of tolerance.
Desire& n& &e>!te ser.ice "e.e"1
Desired serice leel is the one% which a custo"er e'$ects to receie. Its custo"er
&eliees can &e and should &e ful(lled &y the caterer.
Ade*uate serice. This is the leel till which a custo"er will &e ready to
co"$ro"ise. A custo"er is rational and knows that all what he desires cannot &e
ful(lled so ade*uate serices leel where he will &e ready to "ake concessions.
4re&icte& ser.ice "e.e"1
The leel of serice the custo"er antici$ates to receie is known as $redicted
serice leel and will e/ect how they de(ne ade*uate serice at any #ien $oint.
?one o# to"ernce 4
Serices are $eo$le oriented and are $rone to inconsistency. Thus a serice on a
$articular day will &e di/erent than what it would hae &een a day &efore.
The e'tend to which a custo"er is willin# to e'ce$t this ariation is known as the
1one of tolerance.
0IS- 2ONE ANALYSIS
C!sto*er1
The custo"er is the $oint of $ri"e focus in a serice industry es$ecially
like the caterin# industry. The line -the custo"er is neer wron#. is like a line for"
the holy &i&le of serice industry. +oweer there are ti"es when followin# this rule
can &e ery di;cult or ne't to i"$ossi&le.
0ause , A custo"er $uts an unreasona&le de"and to add ite"s to the "enu on
the day or ery shortly &efore the day of serice deliery.
?/ect , the caterer loses a future $ros$ectie custo"er due to his ina&ility to
$roide at the last "o"ent. The custo"er is dissatis(ed. oerall dissatisfaction.
0ci"ities n& E>!ip*ent1
The caterin# industry "akes use of arious e*ui$"ents &oth &i# and s"all.
So"e of the" are lar#e electric &urners $o$ularly called -hot $lates.% lar#e and
s"all refri#erators and free1ers% etc. "any a ti"es these are of the ut"ost
i"$ortance for caterin# food stu/s.
0ause , if the e*ui$"ents are not ade*uate enou#h or if not u$ to date the *uality
of the food can &e under dan#er. 3or instance if a deliery of ice crea"s (deserts!
is to &e "ade to a certain $lace durin# the su""er. The desert an has to &e of
hi#h *uality and well "aintianed.
?/ect , If not then the desert could "elt and cause total da"a#e of the food een
&efore deliery. The custo"er will lose total trust in the caterer een if the caterer
$ro"ises to re su$$ly the ite" later. The caterer will lose relia&ility in the "arket.
0ront St)e 4ersonne"1

The caterin# serice industry is a ery serice industry hi#h on inter$ersonal
leels as co"$ared to others. There are arious leels at which there is one,to,one
interaction &etween the caterer and the custo"er.
0ause N the chefs are the "ainstay of "ost caterin# or#ani1ations eerywhere.
The chefs skills can earn the co"$any laurels and also "ore custo"ers. :ut if the
chefs are not u$ to the "ark then there can &e ery har"ful e/ects to the caterer.
?/ect N the food *uality will not "eet custo"er e'$ectations and the
dissatisfaction will not only &e li"ited to the custo"ers &ut will #et conerted to a
&ad word of "outh and lead to oerall decrease of re$utation of the caterer in the
"arket.
4roce&!re1
The reci$es of certain caterers are so fa"ous that they are known to hae
#ained &usiness &ecause of their uni*ue tastes. +oweer inconsistency in the
tastes of certain food ite"s hae also lead to $ro&le"s for caterers eerywhere.
0auses N the techni*ues and leel of skills used &y di/erent chefs are di/erent. An
ite" "ade &y a chef on a $articular day "ay not taste the sa"e as "ade &y
another on another day. this ha$$ens as they &oth are se$arate indiiduals with
di/erent &ack#rounds.
?/ects N the food ite"s tastes di/erent and the custo"ers are confused as to
what has ha$$ened. The caterer loses credi&ility and relia&ility as far as the
*uality and consistency of the serice is concerned.
Mteri" S!pp"ies1
The food ite"s are the core of the serice of the caterers. These are "ade
with arious in$uts which we can call raw "aterials in the $roduction "ana#e"ent
sense. If the raw "aterials are not on ti"e or u$ to "ark then it can lead to
arious $ro&le"s.
0auses N the source of raw "aterials is far fro" the kitchen site or the raw
"aterials are unusa&le on arrial.
?/ect N the chefs "ay &e hasty in cookin# u$ the "eals if the raw "aterials are
late on arrial. The food *uality "ay &e unsatisfactory if the raw "aterials are not
of #ood *uality.
2c(st)e 4ersonne"1
The caterin# serice is a ery $eo$les oriented industry. Peo$le are directly
and wholly inoled in $roducin# and $roidin# the serice and $eo$le are the
direct consu"ers of the serice too. +ence the $ersonnel whether front or
&acksta#e hae to &e of the &est *uality $ossi&le.
0auses N the $eo$le res$onsi&le for deliery of $roduce i.e. the food ite"s on
order are un$rofessional. The deliery ehicle is loaded with food ite"s in an
ha$ha1ard way causin# s$illa#e and da"a#e.
?/ect N the #oods are not in the sa"e conditioned as e'$ected &y the custo"ers
and the chef. The decoratie a$$eal is lost. The caterer faces a set &ack due to the
carelessness of the &acksta#e $ersonnel.
In#or*tion1
The caterer and the custo"er usually hae at least one or "ore $ersonal
interaction durin# the course of their &usiness. +oweer there can &e #a$s and
"isunderstandin#s at any #ien ti"e. They are hu"ans after all.
0auses N the caterer "ay underesti"ate the e'$ectations of the custo"er and
"is#uide the chef a&out the i"$ortance of the o$eration. The chef hence will not
&e too $articular a&out the $resentation and decoration of the ta&les and food
ite"s.
?/ect N the custo"ers is a$$ealed at the $resentation of the serice and the food
ite"s on the ta&le. The custo"er e'$resses his dissatisfaction to the caterer or
the "ana#er who in turn "ay (re &ack at the chefs and waiters for their la$se in
serice deliery.
Other c!ses1
There are arious other ways in which the serice can &e hindered. These "ay &e
detri"ental to the *uality of the serice in s$ite of there &ein# no fault of the
caterer so"eti"es.
0auses N the whether conditions can so"eti"es $lay a s$oilt s$ort for so"e
un$re$ared caterers. The kitchens in o$en air can so"eti"es &e co"$letely "ade
unusa&le &y a sudden rain shower.
?/ect N a total destruction of food ite"s and e*ui$"ents in ter"s of usa&ility. This
can &e totally detri"ental and co"$letely sto$ the serice renderin# a&ility of the
caterers.
GUIDELINES 0OR E00ECTI3E 4RO2LEM RESOLUTION
Act fast
Ad"it "istakes &ut do not &e defensie.
Show that you understand the $ro&le" fro" each custo"er.s $oint of iew.
Do not ar#ue with the custo"er
Acknowled#e the custo"ers feelin#s
0larify the ste$s needed to sole the $ro&le" kee$ custo"ers infor"ed of
the $ro#ress
0onsider co"$ensations
If the customer is able to successfully able to resolve the problem the chances of
converting the customer into a loyal one increase.