HE-211
10
Evaluating Food Service Establishments.. .Key Check Points
Consumer Satisfaction
by Robert D. Buchanan,
Restaurant, Hotel and Institutional Management Specialist
The manager of a food service establishment and/or the manager and his superior need to take the time to make an overall analysis to determine the results that the organization is actually obtaining. This should be done several times a year. The evaluation should determine how well the food service operation is doing and where improvements should be made. Then some priorities, objectives, methods, and deadlines for improvements can be established.

This is one of a series of pamphlets describing how a person can fairly comprehensively, yet in less than a day, provide an overall evaluation of a food service operation. The key items, or food service conditions, to evaluate under each major category are described. Taken together, the key indicators of general conditions measure the degrees of efficiency (minimal costs) and effectiveness (optimal organizational satisfaction). A major category that has a deficient key indicator should be investigated further, and corrective adjustment should be considered and/or made where appropriate. A discussion of facts by management with the operating personnel is perhaps most needed to develop mutual understanding of the problems. Attainable performance objectives should be jointly established and reviewed at a later date.

If all key indicators are satisfactory in a major category, other aspects of that category are probably being handled with similar care. If all of the key indicators are high, but the profit is not adequate, then it will be necessary to examine the operation for inefficient purchasing and receiving practices, improper menu pricing, inaccurate records or financial statements, inventory method and method of computing the value, production waste, plate waste, security and pilferage, and so forth.

These operational analysis guidelines may be used by the manager of a single food service establishment for self-analysis, or by the unit manager’s supervisor.
1	Management Planning, Organizing, and Controlling (HE-202)
2	Personnel (HE-203)
3	Purchasing (HE-204)
4	Receiving, Storage, Issuing, Inventory (HE-205)
5	Food Preparation (HE-206)
6	Food Presentation and Service (HE-207)
7	Maintenance of Building and Equipment (HE-208)
8	Sanitation and Housekeeping (HE-209)
9	Statistical and Ratio Analysis (HE-210)
10	Consumer Satisfaction (this publication)
10. Consumer Satisfaction
The ultimate goal of food managers is to create the best possible consumer dining experience to bring about repetitive business and effective word-of-mouth advertising. Effective consumer evaluations can be important management tools because they reflect what the consumer actually thinks and experiences. They identify problems that need solutions. An effective and successful evaluation program must be made on a regular basis by consumers.

The best way to learn what consumers are thinking and experiencing is to talk to them. Of special concern is to learn of consumer dissatisfaction. The best way to learn of consumer reaction is to have a representative of management circulate throughout the dining area, pouring a second cup of coffee and soliciting opinions of the food and service. Management can train hosts and hostesses, cashiers and service personnel to constantly look for disgruntled consumers. Many food service establishments will go to almost any length to prevent the loss of a consumer because it is estimated that a regular consumer is worth $800 per year.

Once a dissatisfied consumer has left the restaurant it is very difficult to regain his favor. Negative word-of-mouth comments also have devastating effects. Management may delete
Cooperative Extension Service • Purdue University • West Lafayette, Indiana