ARTICLE REVIEW 1
Thinking inside the Box
By Barney Wolf
According to Wolf (2015), boxed lunches or upscale
grab-and-go items are alternatives to enlarge restaurant operators’ sales and
marketing in order to satisfy busy on-the-go Americans. Spokespersons from
various brands are stating that the alternatives are now at growing number
percentage due to high demand of the customers who prefer to have their meals
at their respective locations. The boxed lunches are favoured by individuals,
corporate, school sporting, travel events, groups of excursionists, churches or
charity organizers. The meals are comprises from fast food to healthier meals
with different range of choices and prices. The boxed lunches are handy,
personalize and conducive to suit the needs of the customers. However, not all
items in the boxed lunches are prepared by the same restaurant operators.
Criteria that differentiate boxed lunches or upscale
grab-and-go items with other caterings are:
- Meals are prepared earlier
or after the peak hour of normal restaurant operations
- Restaurants typically
requested that customer’s order need to be done beforehand
- The order has to be
correct and delivery of meals must be punctual
- Mistakes are slightly
accepted
- Any errors cannot be
corrected on the spot
- The meals are usually
served cold or with the entrée served in hot bags
- Packaging are important
with attractive graphics and menu
- Some of the customers have
never been to the restaurants but experience the meals via boxed lunches
- They are customers with
nutrition awareness. This lead to healthy meals boxed lunches
- Some of the items are
prepared by outsourced companies that have been appointed by the
restaurants.
Particularly, the author appeals to recent research
conducted by Technomic Inc., shows that box lunches and other catering efforts
are certainly growing areas for operators especially after the recession.
Technomic also reports that $45.8 billion of catering industry are made up by
quick-service restaurants, follows by fast casuals at 7 percent and the number
is growing. Eventhough boxed lunches can be done without interrupting normal
business, they are actually easy to say than to be done in proper way because
it requires a lot of works. So, this is where experience is important to ensure
the smoothness of the operations.
The author cites Erle Dardick, founder of the
Catering Institute and Affiliated Companies that the demand of boxed lunches are
various from corporate offices, school sporting, travel events, groups of
excursionists or for charity purposes. The statement is supported from reports
by brands such as Which Wich and Jason’s Deli restaurants which have been
received the same type of customers including individuals, business, and even
churches. Thus, restaurant operators are seeing the benefits of catering
outside the restaurant where people enjoy the food and the brand is known and
an opportunity to market their products. In addition, spending plenty of time,
effort and investment on this new business model are worth it.
Lindsay Macedo, representative from Which Wich responses
that grab-and-go items are handy and personalize. The customization of the
boxed lunches can be seen through their offering of 50 sandwiches that can be
chosen including condiments and desserts. Restaurants such as Bruegger’s Bagels
and My Fit Foods say that boxed lunches are also conducive due to two reasons; meeting
the needs of those who in rush during lunch hour because of tight schedule and
extended meetings and customers who eat their meals frequently. Boxed lunches successfully
solve their issue; they do not have to stuck on traffic or miss their lunch by
having the meals at their own desks.
Wolf’s article brings the idea of the latest trend
in foodservice industry. It is understandable that boxed lunches or upscale
grab-and-go items are making golden fortune to most restaurant operators as
sociological predicts that American will face longer working hours that results
to greater demand of this trend. The author successfully manages to focus on
the advantages of the trend but slightly ignoring the disadvantages of the
trend. The challenges that has been highlighted has not been further explained
thus results in questionable statement. Furthermore, lack of other available
resources besides citations of the main players in the industry is also
identified. Moreover, facts such as figure of profit makings should be clear
stated with comparison of each year sale in order to support statement in the
article.
Overall, the article shows how boxed lunches may
provide additional revenue and marketing for operators without neglecting their
current business operations. People who involve directly in foodservice
industry, lecturers and students in related field will find this article
useful; except for certain matters. Improvising can be done in order to make
the article more solid and perfectly written. Firstly, the facts which are not
convincing can be added with relevant financial report. Along with the
advantages, a brief explanation on disadvantages of the trend can be written as
to show comparison between them. The challenges that has been raised earlier, should
be further explained with examples in the industry. Lastly, references to other
media such as television or radio can be used for variation in supporting
statements.
ARTICLE REVIEW 2
Small Plates, Big Presentation
By Korsha Wilson
Wilson’s article (2015) discusses the emerging method
of serving dishes in small-plates concept. In this concept, the dishes are
served in mini crock pots, tiny cast-iron skillets, or diminutive Mason jars. Although
the portion size of the meals probably small, chefs and back-of-the-house crews
agree that the concept benefits in many ways. Two restaurants which apply the
concept; No. 8 Kitchen & Spirits and Barilla agree that serving in small-plates
helps to add value to the dining experience and manage cost control. Small-plates
may require intensive care but serving dishes become pleasant and convenient
whereby the dishes are prepared ahead, pre-portion and heat it prior to
service. This concept differentiate them from fine-dining image and brings more
homey and cozy ambience to the guests.
Small-plates trend is unique because:
- Instead of using white
plates, compact cookware is preferable such as mini crock pots, tiny
cast-iron skillets, diminutive Mason jars and ramekins
- Small-plates concept is a
creative way to add value in dining experience
- Small-plates may also play
as measuring tools to control food cost
- The concept idea might be
troublesome during peak hours but it is actually pleasant and convenient
way of serving dishes by preparing the meals earlier, pre-portion and heat
it prior to service
- Sometimes, intensive care
is required when dealing with such compact cookware where the Mason jars
have to be kept in a dedicated shelf and to be hand-washed
- The cookware also can be
used for other purposes. For instance, the Mason jars can be used for
beverages, flower vases or filled with water as centerpieces to deter
insects
- The concept does not overshadow
the fine-dining image
- Create more homey and cozy
ambience to the guests.
In U.S., tapas or Spain cuisine is the pioneer that
leads to the small-plates trend and the trend is tremendously growing.
According to a study by Technomic, a research and consulting firm focused on
the food service industry; 27 percent of consumers said they usually ordered
small-plates as a starter to a meal or as part of a tapas-style meal. Another
30 said they sometimes ordered small plates. The study shows that there is a
demand on smaller portions. One of the truth fact is, the millennials are one
of the reason. The younger set likes the more experimental way of sharing
different plates and customizing meals. Elizabeth Sims, Tupelo Honey’s
marketing director says that the millennials are very used to getting precisely
what and how they want it. They do not
want to be served in a cookie-cutter idea.
McPhee from Restaurant 17 says that serving small-plates
in addition to entrees actually allows the chefs to avoid food waste and keep
lowers costs. They can purchase items in larger quantities at a lower cost. For
example, instead of buying multiple pounds of the same cut of meat, the chefs
can order the whole animal. They use the standards cuts for entrées and, in
small-plates, have an outlet for the other cuts not normally used. Joe Clarke,
chef and owner at American Grocery Restaurant agrees that he is experiencing
something similar when it comes to small-plates. For example, when Clarke
serves ribeye steak, he inevitably has leftover cuts of meat. The chef has
turned those leftovers into an andouille dish on the restaurant’s starter menu.
However, small-plates are not meant for everyone. It
is a proof that there are someone who against the idea. This can be seen where
plenty of restaurants in U.S. are sticking to the traditional way of serving.
Managing partner of Larkin’s on the River, Bob Munnich says while the menu
offers an array of appetizers like shrimp cocktail and a tenderloin,
goat-cheese quesadilla, the restaurant will likely never go full throttle on
small-plates. He also adds that in order to maintain the level of service and
the quality of food, the fewer different presentations that they have of each
thing, the more consistent it is. Also, the easier it is to produce at a higher
volume and at a more consistent level of quantity.
The small-plates approach can be an effective way to
“upsell” menu items, says Green zebra chof-owner Shawn McClain, who features 20
to 25 petite portions on his vegetarian menu. Although the price seems lower on
the menu, in a lot of cases they are upselling the number of items-and
especially at the tables that are sharing. Mc Clain’s employees have taken
advantage of those opportunities. Since opening in 2004, sales at his 60-seat,
dinner-only restaurant have hovered between $1.2 million and $1.4 million a
year. Suprisingly, about 75 percent of their business consists of repeat
customers.
A food blogger from www.bonappetit.com says serving in
small-plates are completely contrary to how he likes to eat. This applies to
the food that he loves the most where he would like to have it a lot and prefer
not to share. The idea of serving in small-plates is most likely to encourage
people to eat less of everything and share with everyone. Also, he mentions
about flavour issue where the taste of small size food is different with full-sized
plate of food. That is why, Chef Green, general manager at High Cotton firstly
suggesting to add more small-plates to its menu but ultimately decided against
a major overhaul. He says that they have to find the right balance of small plates,
snack plates and entrées in order to consider customers opinion.
Wilson’s article focusses on small-plates trend or
serving in small size portion which is a growing business in the time being. The
trend which has been identified by National Restaurant Association in 2009,
plays a significant role in changing consumer preference from fine-dining to
more homey style of dining. The author manages to highlight the objective of
the article with clear definition and describes the benefits of the concept in
a very straightforward explanation. Conversely, the article seems lack of
explanation in some key issues. Firstly, small-plates is stated to help cost
control but definition in cost control has broader in meaning. Next, how does
the cleaning and sanitation are done with very extra care besides keeping in
dedicated shelf and hand-washed as stated in second last paragraph?
In a nutshell, small-plates concept makes dining
experience more valuable, able to compete with fine-dining trend and enhance
chef’s creativity. The article can be a good source of reference; absolutely
well-written and useful especially when it comes to the information on the
latest trend in foodservice except of few points that should be improvised. Probably,
comprising timeline of small-plates concept or revolution of small-plates in
foodservice industry which might assist readers to have the basic understanding
of the trend. Secondly, to briefly describe the scope of costs that has
contributed in reducing the overall cost of business. Lastly, to detail some
information on cleaning and sanitation practices of the vessels which has been
stated as extra care.
ARTICLE REVIEW 3
The Mobile Age
By Kevin Hardy
The article by Kevin Hardy discusses mobile tools, the
latest technology in foodservice industry. The industry is eagerly looking
forward to replace cash and credit to mobile payment and ordering methods. Mobile
tools might be costly and does not simply engage with legacy systems. However,
the applications are very convenient. In sync with faster payment transactions,
the application integrates the brand’s loyalty programme and increases number
of customers. Mobile tools enable customers to immediately access information
about restaurants via smartphones, avoid the queues and allow both customers
and operators to promptly track loyalty programmes. Conversely, study shows
that technology made restaurant visits more complicated, fundamental the
continued importance of quality customer service.
Other advantages that the main players in the
industry highlight about mobile tools are:
- Mobile payment enables
employees to focus on quality and accuracy that helps to excellence
operations
- Stores can offer curbside
and in-store pickup, which allows customers to circumvent the line at the
counter or drive thru
- Payment process is much
faster than a traditional transaction
- On casual-dining segment,
mobile payment makes easier for customers when they do not have to wait on
a check to make a payment
- Mobile tools improves
customer satisfaction
- The applications can be
accessed anywhere and at anytime
- The technology provides
restaurants with powerful data such as demographic
- Restaurant-branded
applications can target suggestive selling to individual customers-which
helps explain the increased incremental revenue operators realize on
mobile orders.
Research conducts by Cornell University
and Mississippi State University states that the readiness and willingness of
customers to adopt customer-facing payment technology such as tabletop tablets
and smartphone payments is emerging because the convenience that comes with
mobile ordering and payment methods. The research which focuses on the
casual-dining segment shows that customers like the domination of these mobile
tools. They do not have to wait on a check anymore. It same goes to fast food
service segment which shows Domino’s mobile application that has been
downloaded by more than 5 million users. Online ordering now accounts for about
half of all Domino’s orders, which can help to ease burden of employees in
stores, as fewer employees are needed to handle the phones.
According to American Express, mobile
payment programmes are relatively inexpensive and do not require complicated
technical knowledge to implement. That is why small businesses have been fast
to adopt the latest technology. Furthermore, the ability to offer credit card
payments through this programme may able to increase customer base and sales.
Meanwhile, some mobile payment providers charge less per transaction than
credit card companies, which equates to direct savings for the company. Keith
Garabedian, owner of Hot Diggity says mobile payments allow them to receive 250
customers during peak lunch hour. By utilizing mobile payments, they can serve
customers faster rather than the traditional way of payment.
One of the biggest advantages of using a
mobile payment option is the ability to integrate loyalty and incentive
programmes into the mobile payment applications. Instead of customers having to
stay with punch cards or key ring tags, all of their information is kept in the
application each time they make a purchase with their mobile device. Jared
Isaacman, CEO of POS provider Harbortouch, says mobile technology has for a
couple years been able to make strong case: customers may immediately
access information about restaurants via smartphones, mobile ordering enables
customers to skip the line and mobile applications allow both customers and
operators to promptly track loyalty programmes.
Gene Signorini, vice president of mobile
insights at Mobiquity says a common difficulties for small businesses is tracking
inventory and customer behaviour. With mobile payment, these processes can be
automated and serve customers better. Now, mobile payments can track type of
product and services they are providing to understand customer demands. Payment
information can now be captured and they are able to learn about their
customers and utilize the information to improve service. Noah Glass, founder of Olo agrees that the
technology provides restaurants with powerful data. By tracking customer habits
and geography, restaurant-branded applications can target suggestive selling to
individual customers-which helps explain the increased incremental revenue
operators realize on mobile orders.
Garabedian also adds that mobile tools
helps to increase speed of checking customers out. There are a few other
options out there for a retailer to integrate payments within its branded app.
Paypal for example, provides that opportunity. Customers like quick service,
especially during making payment since that is typically their least favourite
part of the sopping or dining experience. Most customers and employees find
that it is considerable faster top pay with a mobile device than a credit card.
Customers typically are more willing to return if they do not have to wait a
long time in line.
In Hardy’s article, technology
in foodservice industry nowadays emerges in many ways as solution for better
service. It
is his main objective to expose readers with benefits that can be obtained in
transforming traditional payment and ordering methods to mobile tools.
Specifically defines the technology, he identifies the advantages of mobile
tools and convince readers with valid resources from both operators’ and
technical perspectives. Although most of the contents are perceived only on the
positive effects of the technology, he also knocks the readers’ sense by
pointing some of general disadvantages of mobile tools in two separated
paragraphs. All of the key points are varied and mostly supported from research
and study which provide relevant facts and figures.
In conclusion, the author successfully
relates the article with current issues that happen in daily operations of foodservice.
Furthermore, it turns out that mobile tools are relevant not only to the
business but as one way to reform efficiency among employees. The implication
of the article is to encouraging operators to search better options in
investing the technology for business growth and recognize the benefits of
mobile tool towards healthy competition in the industry. “The Mobile Age” will
definitely can be a good source of knowledge and reference for people within or
outside of the industry.
Bibliography
Wolf,
B. (2015). Thinking Inside the Box. Retrieved
from
http://www.qsrmagazine.com/menu-innovations/thinking-inside-box
Wilson,
K. (2015). Small Plates, Big Presentation.
Retrieved from
http://www.fsrmagazine.com/service/small-plates-big-presentation
Hardy,
K. (2015). The Mobile Age. Retrieved
from
http://www.qsrmagazine.com/ordering/mobile-age
Bauer, C. (n.d). Guidelines for Writing a Summary.
Retrieved from http://academics.smcvt.edu/cbauer-ramazani/AEP/EN104/summary.htm
Andrews, S. (n.d). Reviewing Books and Articles. Retrieved
from http://www.monash.edu.au/lls/llonline/writing/general/lit-reviews/7.xml
Rogers, W. (n.d). Critical Review. Retrieved from http://www.tc.umn.edu/~jewel001/CollegeWriting/WRITEREAD/CritReview/samples.htm
