- •Предисловие
- •Part I. BUSINESS DEALS
- •Warm up. Do you know how to start retailing?
- •Text I. How to Start Retailing.
- •Read and translate the text
- •Unit I
- •Ex. 1. Arrange synonyms in pairs:
- •Ex. 2. Arrange antonyms in pairs:
- •Ex.3. Fill in the gaps using your active vocabulary:
- •Ex.4. Translate into Russian:
- •Ex. 5. Translate into English:
- •Warm up. What do you know about markets in general?
- •Text II. Changing Markets
- •Read and translate the text
- •Unit 2
- •Active Words and Word Combinations:
- •Ex. 2. Arrange antonyms in pairs:
- •Ex.3. Fill in the gaps, using your active vocabulary:
- •Ex.4. Translate into Russian:
- •Ex. 5. Translate into English:
- •Text III. The Retailing Sector
- •Read and translate the text
- •Unit3
- •Ex.1. Arrange synonyms in pairs:
- •Ex.2. Arrange antonyms in pairs:
- •Ex.3. Fill in the gaps using your active vocabulary:
- •Ex.4. Translate into Russian:
- •Ex.5. Translate into English:
- •REVISION ( Units 1-3 )
- •Warm up. What kinds of merchandise do you know?
- •Text IV. Knowledge of Merchandise
- •Read and translate the text
- •Unit 4
- •Ex.1. Arrange synonyms in pairs:
- •Ex.3. Fill in the gaps using your active vocabulary:
- •Ex.4. Translate into Russian:
- •Ex. 5. Translate into English:
- •Warm up. What does economics study?
- •Text V. What’ s Economics?
- •Read and translate the text
- •Units 5
- •Ex. 1 Arrange synonyms in pairs:
- •Ex.2. Arrange antonyms in pairs:
- •Ex.3. Fill in the gaps using your active vocabulary:
- •Ex.4. Translate into Russian:
- •Ex. 5. Translate into English:
- •Warm up. What do you know about investment?
- •Text VI. Different Types of Investment
- •Read and translate the text
- •Unit 6
- •Ex. 1 Arrange synonyms in pairs:
- •Ex. 2 Arrange antonyms in pairs:
- •Ex. 3 Fill in the gaps using your active vocabulary:
- •Ex.4 Translate into Russian:
- •Ex. 5 Translate into English:
- •REVISION ( Units 4-6 )
- •Read and translate the text
- •Текст A. At the Trading Centre
- •Tasks to the text.
- •Ex.2 Choose Russian equivalents for the following word combinations:
- •Ex.4 Tell us about your way of shopping, using the following questions:
- •Текст В. At the Oriental Market
- •The tasks to the text
- •IT IS INTERESTING TO KNOW
- •Reading Food Labels
- •USEFUL ADVICE
- •Shopping in Britain
- •PROVERBS AND SAYINGS TO MEMORIZE
- •Read and translate the text
- •COOKING IN KATE’S HOUSE
- •Dialogues
- •At Table
- •Make up dialogues, using the following plots:
- •I. Give the ways of cooking a fried chicken in a correct order:
- •II. Choose the Russian equivalents to the following words:
- •Methods of Cooking
- •IT IS INTERESTING TO KNOW
- •PROVERBS AND SAYINGS TO MEMORIZE
- •Ex. 4. Make the mind map, concerning traditional Russian salads
- •Ex. 1. Give English equivalents to the following:
- •THE TWO ASPECTS OF FOREIGN TRADE
- •VISIBLE AND INVISIBLE IMPORTS AND EXPORTS
- •If you take care of our imports, our exports will take care of themselves.
- •Ex. 3. A. What kind of goods can you buy in the following sections of the department store? Match the items with the department.
- •1. Give a definition of a price.
- •PART IV. CLASSIFICATION OF RESTAURANTS IN MODERN HOSPITALITY INDUSTRY.
- •Pre-reading
- •Ex.1. Read and translate the following words
- •4. What is the difference between the front and the back of the house area?
- •DUTIES OF MANAGERS, HOSTESSES, AND SERVERS
- •Duties of hostesses
- •Duties of servers
- •6. Do you agree that management of a restaurant begins in the parking lot and ends in the bathrooms? Prove your point of view.
- •Text 3. AT THE ACADEMY CANTEEN
- •Text 4. TYPES OF MENUS
- •The menu may be the most important ingredient in the restaurant’s success. The restaurant’s menu must agree with the concept, the menu must exceed the market expectations. The type of menu will depend onthe kind of restaurant deing operated.
- •There are six main types of menus:
- •A la carte menus offer items that are individually priced.
- •Table d’hote menus offer a selection of one or more items for each course at a fixed price. This type of menu is used more frequently in hotels.
- •Du jour menus list the items of the day.
- •Tourist menus are used to attract tourists’ attention.
- •California menus are so named because in some California restaurants guests may order any item on the menu at any time of the day.
- •Cyclical menus repeat themselves over a period of time.
- •A menu generally consisits of perhaps six to eight appetizers, two to four soups, a few salads, eight to sixteen entrees and about four to six desserts.
- •The many considerations in manu planning attest to the complexity of the restaurant business. Cobsiderations include the following:
- •. Needs and desires of guests;
- •. Capabilities of cooks;
- •. Consistency and availability of menu ingredients;
- •. Price and pricing strategy (cost and profitability);
- •. Nutritional value;
- •. Contribution margin;
- •. Accuracy in menu;
- •. Menu analysis;
- •. Menu design.
- •Tasks to the text:
- •Ex1. Find answers to these questions from the text:
- •1. Why is the menu the most important ingredient in the restaurant’s success?
- •2. How many main types of menu are there?
- •3. Wnat tipe of menu is most frequently used in hotels?
- •4. What is cyclical menu?
- •5. What do cosiderations include?
- •Ex2. Produce communicative situatuions, using the following expressions:
- •Ex.3. Produce a mind map concerning types of menus;
- •Ex.4. Do a composition, describing your own menu;
- •A DIALOGUE TO KNOW AND LEARN
- •WHAT WOULD YOU LIKE TO EAT?
- •Waiter: Hello, please have a seat.
- •What would you like to eat?
- •Ann: I think I’ll have a steak
- •And then for dessert a steak
- •Medium? Rare? Perhapse well-done?
- •Potatoes? Some salad? Some cheese?
- •Served on a toasted bun.
- •I’d like some ketchup too.
- •Waiter: I’ll fix it just right for you.
- •Lots of string beans, lots of cheese,
- •And a salad would be nice,
- •And bring me some water with ice.
- •PROVERBS FOR SAYING TO MEMORIZE
- •1. It makes ones’s mouth water.
- •2. Eat at pleasure, drink with measure.
- •3. One man’s meat is another man’s poison.
- •4. Appetite comes with eating.
- •5. A hungry man is an angry man.
- •6. An apple a day keeps the doctor away
- •GIVE IT A NAME
- •2. It is used to flavour food. It is found in the earth and in the sea water.
- •3. It is something you can drink from. It is made of glass and does not have a handle.
- •4. It is the liquid that comes from fruit when you squeeze it.
- •5. It is food that people eat, usually at fixed times during the day.
- •6. It is food that just enough for one person.
- •7. It is something you can drink from. It is made of china or clay and has a handle.
- •Text 5. RUSSIAN AND AMERICAN RESTAURANT SERVICE.
- •American service.
- •Needs and desires of guests.
- •Another example of good service is when the server does not have to ask everyone at the table who is eating what. The server should either remember or do a seating plan so that the correct dishes are automatically placed in front of the guests.
- •A new creative service has emerged. A less formal – yet professional – approach is preferred by most of the guests.
- •Servers are not only order takers; they are the salespeople of the restaurant. A server who is undereducated about the menu can seriously hurt business.
- •One wouldn’t be likely to buy a car from a salesperson who knew nothing about the car, likewise, customers feel uneasy ordering with an unknowledgeable waiter.
- •Professional Service schools suggests two strategies:
- •It is also a good idea for the chef to coach the servers.
- •Tasks to the text:
- •Ex.1. Complete the sentences, using the information from the text:
- •1. The needs and desires of the guests are what is important - - -
- •2. A less formal – yet professional - - -
- •3. Good servers quickly learn - - -
- •4. Another example of good service is - - -
- •5. People are all impressed by - - -
- •Ex.2. Agree or disagree with the following statements:
- •1. Servers are mainly order takers.
- •2. Customers feel uneasy ordering with an unknowledgeable waiter.
- •3. It is not a good idea for the chef to coach the servers.
- •4. With Russian service the food is cooked in the kitchen.
- •5. American service is not a simplified version of Russian service.
- •Ex.3. Answer the following questions:
- •1. What are the main types of restaurant service.?
- •2. Russian service can be used at a banquet, can’t it?
- •3. Is American service a simplified version of Russian service?
- •4. Name the examples of good restaurant service.
- •5. Do you think Russian service is better than American service?
- •Ex.4. Identify key points in the text and extract information from it to pass on to your partner.
- •Ex.5. Let your partner see whether key points identified by you are the same as those covered in the text. Let him agree or disagree with you.
- •Ex. 6. Produce a mind-map concerning types of restaurant service.
- •Ex. 7. Compose situations with the following expressions:
- •Russian service; American service; good service: bad service; a music to the ear and ego.
- •Text 6. STARBUCKS
- •Global expension of Starbucks has been a large success all over the world. Its name was derived from “Mobi Dick” novel. The people all over the world enjoy reading it. They also enjoy visiting Starbucks, having fun and drinking nice coffee.
- •Tasks to the text:
- •Ex. 1.Work in pairs:
- •a) Look at the following words and phrases and think of a story that might combine them all. You may reorder them in any way you like using any form of the verb:
- •. a new coffee shop opened;
- •. the background of Starbucks
- •. rigorous training
- •b) When you have decided upon the story, tell it to your partner. Then listen to that of your partner. Ask each other as many questions as you can to learn further details or clarify some points.
- •Ex. 2. Divide the text into other logical parts and entitle each of them.
- •Ex. 3. Produce the role-play:
- •Ex. 4. While making your decision consider the following possible steps:
- •1. to research food trends;
- •2. to keep the guests happy:
- •3. to replace old coffee shops and restaurants:
- •4. to find niche:
- •5. to meet the diverse clientele’s needs:
- •6. to establish a combination of “hands on” and formal training:
- •7. to promote your subordinates.
- •PART V. ADDITIONAL TEXTS.
- •Text 1 AMERICAN FOOD AND EATING HABITS
- •Text 2. BUYING MODERN GOODS.
- •Text 3. LEARNING ABOUT MERCHANDISE.
- •There are several ways a salesperson can increase his knowledge of his goods. Here are some of the sourses from which information can be obtained.:
- •Trade Journals.
- •Trade journals contain articles on new products, ideas for selling old ones and improvements in manufacturing methods. The advertisements in the journals proved useful information about product lines.
- •Manufacturers.
- •Store Personnel.
- •Product information may often be obtained from such store personnel as department heads, merchandise managers, owners, buyers and experienced salespeople.
- •Government Grades and Srandards.
- •Labels.
- •Text 4. YOUR RIGHTS WHEN BUYING GOODS
- •When you buy something from a shop you are making a contract. This contract means, that it is up to the shop – not manufacturer – to deal with your complaints, if the goods are not satisfactory.
- •What do we mean by satisfactory?
section |
station |
minute |
distribution |
server |
menu |
meet |
morale |
|
Ex. 2. Read and translate the following groups of words derived from a common
root:
1)use - used - unused - abused - usable - usage - disuse - usual - usually
-unusual - unusually;
2)calculate -calculating - calculation - recalculating - recalculation
3)operate - operator - operative - operation - operating;
4)present - presenter - presentable - presentation - representation - representative;
5)differ - difference - different - indifference - indifferent - differentiate;
6)manage - manager - managerial - management - mismanagement;
7)lean - cleaner - unclean - cleanly - clean-cut - cleanliness - cleanse - cleanser - «Kleenex»;
8)sure - insurance - assure - assurance - assured - reassure - reassured - reassurance - ensure;
9)dine - diner - diner-out - dinner - dinette - dining-room - dinero.
Ex. 3. Read the text and translate it. While reading the text try and find answers to these questions:
1.What two categories are restaurant operations generally subdivided into?
2.Whose responsibility is to hold the door open and welcome the guests to the restaurant?
3.Whose function is to rotate arriving guests among the sections or stations?
4.What is the difference between the front and the back of the house area?
DUTIES OF MANAGERS, HOSTESSES, AND SERVERS
FRONT OF THE HOUSE
Restaurant operations are generally divided between what is commonly called front of the house and back of the house. A sample organization chart shows the differences between the front and back of the house areas:
|
General manager |
|
Kitchen Manager |
Bar Manager |
Dining Room Manager |
|
|
|
Cooks |
- bar backs |
- hostess |
|
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|
- |
prep cooks |
- |
bartenders |
- bus persons |
- |
expediter |
- |
cocktail |
|
Receiving |
Servers |
|
||
dishwashing |
|
|
|
|
|
|
|
|
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Duties of managers
The restaurant is run by the general manager, or restaurant manager. Depending upon the size and sales volume of the restaurant, there may be more managers with special responsibilities such as kitchen manager, bar manager, and dining room manager. These managers are usually to cross-trained in order to relieve each other.
In the front of the house, restaurant operation begins with creating what is called «curbside appeal», or keeping the restaurant looking attractive and welcoming.
Ray Kroc, of McDonald's, once spent a couple of hours in a good suit with one of his restaurant managers, cleaning up the parking lot of one of his restaurants. Word soon got around to the other stores that management begins in the parking lot and ends in the bathrooms. Most restaurant chains have checklists that each manager uses. In the front of the house, the parking lot, including the flower gardens, need to be maintained in good order.
Duties of hostesses
As guests approach the restaurant, hostesses may hold the door open and welcome them to the restaurant. At Mike Hurst's 15th Street Fisheries restaurant in Ft. Lauderdale, hostesses welcome the guests by assuring them that «we're glad you 're here»!
Once inside, hostesses greet guests appropriately and, if seating is available, escort them to a table. If there is a wait, the hostess will take the guests' names and ask for their table preference.
Aside from greeting the guests, one of the functions of the hostess is to rotate arriving guests among the sections or stations. This ensures an even and timely distribution of guests — otherwise one section may get overloaded. Guests are sometimes asked to wait a few minutes even if tables are available. This is done to help spread the kitchen's workload.
Hostesses maintain a book,, showing the sections and tables, that they use to keep track of which tables are occupied. Hostesses escort guests to the tables, present menus, and may explain special sales promotions. Some may also remove excess covers from the table.
Duties of servers
In one restaurants, servers are allocated a certain number of tables, which may vary depending upon the size of the tables and the volume of the restaurant. Normally, five is the maximum. In other restaurants, servers rotate within their section to cover three or four tables.
The server introduces him/herself, offers a variety of beverages and/or specials,
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or invites guests to select from the menu. This is known as suggestive selling. The server then takes the entree orders. Often, when taking orders, the server begins at a designated point and takes the orders clockwise from that point. In this way, the server will automatically know which person is having a particular dish. When the entrees are ready, the server brings them to the table. He or she checks a few minutes later to see if everything is to the guests' liking and perhaps asks if they would like another beverage.
Busers and servers may clear the entree plates, while servers suggestively sell desserts by describing, recommending, or showing the desserts.
Coffee and after-dinner cocktails are also offered. Suggestions for steps to take in table service include the following:
1.Greet the guests.
2.Introduce and suggestively sell beverages.
3.Suggest appetizers.
4.Take orders.
5.Check to see everything is to the guests' liking within two bites of he
entrees.
6.Ask if the guests would like another drink.
7.Bring out dessert tray and suggest after-dinner drinks and coffee.
In addition to the seven steps of the table service, servers are expected to be NCO (neat, clean, and organized) and to help ensure that hot food is served hot, and cold food is served cold.
Ex. 1. Answer the questions on the text:
D u t i e s of m a n a g e r s
1.What does the number of managers in a restaurant depend upon?
2.What kinds of managers are there in a large restaurant?
3.What are the various responsibilities of managers in a large restaurant?
4.Why are managers in large restaurants usually cross-trained?
5.What does restaurant operation in the front of the house begin with?
6.Do you agree that management of a restaurant begins in the parking lot and ends in the bathrooms? Prove your point of view.
D u t i e s of h o s t e s s e s
1.Why are hostesses to escort the visitors to their seats?
2.What will the hostess do if seating is available?
3.What will the hostess do if there is a wait?
4.Why are guests sometimes asked to wait a few minutes even if tables are available?
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5. What can the hostess do to help spread the kitchen s workload?
D u t i e s of s e r v e r s
1.What does the number of tables each server is allocated depend upon?
2.How many tables are servers normally allocated?
3.When does the server take the entree orders?
4.What technique does the server use to automatically know which person is having a particular dish?
5.When are servers usually phased out if the restaurant is quiet?
Ex. 2. Composee the sentences using proper words and phrases.
a) the number of tables; b) suggestive selling; c) the door open; d) table; I§) is available; f) sell; g) were ready; h) were asked; i) the lunch hour; f) a particular dish; k) arriving guests; 1) cross-trained; m) checklists; | n) busers; o) cocktail
Ex. 3. Say whether the following statements are true or false.
Comment on the true statements and correct the false ones.
1.If seating is available, the hostess will take the guests's names and ask for their table preference.
2.Most restaurants are run by the general manager.
3.Each server is allocated seven tables maximum. .
4.The hostess introduces herself, offers a variety of beverages and invites guests to select from the menu.
5.The server takes the entree orders.
6.If there is a wait, the hostess will escort the guests to a table.
7.Servers are expected to be NCO.
8.Hostesses are usually cross-trained in order to relieve each other.
9.Restaurant operation begins with keeping the restaurant looking attractive and welcoming.
Ex. 4. Think of your own story, using the following words and wordcombinations:
• employed;
• experienced restaurant managers;
• kitchen and bar managers;
• everything was to the guests's liking;
• the parking lot and the bathrooms;
• word soon got around to other districts;
• worked at a profit;
• proved to be the best restaurant in town.
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