Lesson 1

WHAT IS GASTRONOMY?WHAT IS GASTRONOMY?• GastronomyGastronomy• Psedo GastronomyPsedo Gastronomy

(Food & Wine (Food & Wine Snobbism)Snobbism)

• Gastronomic ExperienceGastronomic Experience• GourmetsGourmets• GastronomesGastronomes

•CulturalCultural

•GeographicalGeographical

•Social (Sociological)Social (Sociological)

•PsychologicalPsychological

•PhysiologicalPhysiological

•AnthropologicalAnthropological

Harrison 1982Harrison 1982

• Practical GastronomyPractical Gastronomy

• Theoretical GastronomyTheoretical Gastronomy

• Technical GastronomyTechnical Gastronomy

• Food GastronomyFood Gastronomy

PRACTICALPRACTICAL• PreparationPreparation

• ProductionProduction

• Service (Cuisines) Service (Cuisines)

• ChefsChefs

• Foodservice StaffFoodservice Staff

• Sommeliers, etc.Sommeliers, etc.

THEORETICALTHEORETICAL

• ProcessProcess

• SystemsSystems

• Articles, recipesArticles, recipes

• Creativity/ThinkingCreativity/Thinking

TECHNICALTECHNICAL• Underpins Practical GastronomyUnderpins Practical Gastronomy• Knowledge of production & serviceKnowledge of production & service• Menu EngineeringMenu Engineering• Evaluation of ingredientsEvaluation of ingredients

Processed FoodsProcessed Foods ↓↓ Sous Vide (Sous Vide (vacuum- vacuum- packed cookingpacked cooking)) Cook-ChillCook-Chill

• Research & developmentResearch & development

FOOD GASTRONOMYFOOD GASTRONOMY

•Role of food and wineRole of food and wine

•HarmonizationHarmonization

•Product knowledgeProduct knowledge

The Status of Gastronomy in The Status of Gastronomy in SocietySociety

•Role of foodRole of food

•Dining outDining out

•Eating at homeEating at home

•Gastronomic CirclesGastronomic Circles

•ClubsClubs

•Status of the Chef/WaiterStatus of the Chef/Waiter

Who imparts Gastronomic Who imparts Gastronomic knowledge?knowledge?

• ChefsChefs

• Food WritersFood Writers

• OrganizationsOrganizations

• ClubsClubs

• PeriodicalsPeriodicals

• The MediaThe Media

• Celebrity ChefsCelebrity Chefs

GASTRO GEOGRAPHYGASTRO GEOGRAPHY

• Countries within EuropeCountries within Europe

GASTRO HISTORYGASTRO HISTORY• History of Europe, influence of History of Europe, influence of

countries that surround it.countries that surround it.

• Cuisine & eating habitsCuisine & eating habits

• Physical locationPhysical location

GASTRO GEOGRAPHYGASTRO GEOGRAPHY

Study of the earth’s physical features:Study of the earth’s physical features:

– VegetationVegetation

– ClimateClimate

– ProductsProducts

– SoilSoil

– PeoplePeople

GASTRO GEOGRAPHY GASTRO GEOGRAPHY (cont.)(cont.)The information used by the Geographer is drawn from multiple fields, such The information used by the Geographer is drawn from multiple fields, such

as:as:

• Biology- Biology- The science of life and of living organisms, including their structure, The science of life and of living organisms, including their structure, function, growth, origin, evolution, and distribution. It includes botany and zoology and function, growth, origin, evolution, and distribution. It includes botany and zoology and all their subdivisions. all their subdivisions.

• Meteorology- Meteorology- the the interdisciplinaryinterdisciplinary scientific study of the scientific study of the atmosphereatmosphere that focuses that focuses on on weatherweather processes and forecasting i.e. They are processes and forecasting i.e. They are temperaturetemperature, , pressurepressure, , water vaporwater vapor, and the gradients and interactions of each variable, and how they , and the gradients and interactions of each variable, and how they change in timechange in time..

• AstronomyAstronomy- - the the scientific studyscientific study of of celestial objectscelestial objects (such as (such as starsstars, , planetsplanets, comets, , comets, and galaxies) and phenomena that originate outside the Earth's atmosphere (such as and galaxies) and phenomena that originate outside the Earth's atmosphere (such as the cosmic background radiation). It is concerned with the evolution, physics, the cosmic background radiation). It is concerned with the evolution, physics, chemistry, meteorology, and motion of celestial objects, as well as the formation and chemistry, meteorology, and motion of celestial objects, as well as the formation and development of the universe. development of the universe.

• GeologyGeology- - the the sciencescience and study of the solid matter that constitute the and study of the solid matter that constitute the EarthEarth. . Encompassing such things as rocks, soil, and gemstones, geology studies the Encompassing such things as rocks, soil, and gemstones, geology studies the composition, structure, physical properties, history, and the processes that shape composition, structure, physical properties, history, and the processes that shape Earth's components.Earth's components.

• AnthropologyAnthropology - - the study of human beings and their ancestors through time and the study of human beings and their ancestors through time and space and in relation to physical character, environmental and social relations, and space and in relation to physical character, environmental and social relations, and cultureculture

Geography is allied closely to Geography is allied closely to the physical sciences of:the physical sciences of:

•GeologyGeology

•BiologyBiology

•Nature of placeNature of place

•Link between place and Link between place and individuals with their habitatindividuals with their habitat

Physical Geography:Physical Geography:

Oceans Oceans ClimateClimate VegetationVegetation LandLand WaterWater EnvironmentEnvironment

Physical GeographyPhysical Geography

Climate zonesClimate zones TemperatureTemperature GeologyGeology PrecipitationPrecipitation Natural vegetationNatural vegetation LandLand WaterWater

Human GeographyHuman Geography

•Population migrationPopulation migration

•Density culture and traditionDensity culture and tradition

Medical GeographyMedical Geography

•Diet, nutrition & health and Diet, nutrition & health and diseasesdiseases

Economic GeographyEconomic Geography

•Agriculture, farming & food Agriculture, farming & food productionsproductions

Gastro HistoryGastro History

• Scientists, Social Scientists & HistoriansScientists, Social Scientists & Historians

• Study of Man & the EnvironmentsStudy of Man & the Environments

• Effects of Man on the EnvironmentEffects of Man on the Environment

• ““History has assigned to it the task of History has assigned to it the task of judging the past, of instructing the judging the past, of instructing the present for the benefit of ages to come” present for the benefit of ages to come” (Von Ranke, 1952)(Von Ranke, 1952)

• Gastro-History deals with the history Gastro-History deals with the history of hospitality & gastronomyof hospitality & gastronomy

• One of the finest bonds consolidating One of the finest bonds consolidating large social groupings is the large social groupings is the members ‘awareness of a common members ‘awareness of a common history showing’ how group identity history showing’ how group identity has prevailed through shifting has prevailed through shifting circumstances. circumstances. (Von Ranke, 1952)(Von Ranke, 1952)

Structure & Appeal in Structure & Appeal in GastronomyGastronomy

•Experience economyExperience economy

•Build on Guest Satisfaction to Build on Guest Satisfaction to bolster revenuebolster revenue

•Customer-CentricCustomer-Centric

•Customer-DrivenCustomer-Driven

•Customer-FocusedCustomer-Focused

• A range of gastronomic differentiators A range of gastronomic differentiators may shed light on the complex and may shed light on the complex and richly-woven functional and socio-richly-woven functional and socio-psychological needs that can be met.psychological needs that can be met.

Appreciate the Virtuosity of the ChefAppreciate the Virtuosity of the Chef Experience something newExperience something new Experience the restaurant’s positive reputationExperience the restaurant’s positive reputation Place to be seen ‘aspirational’Place to be seen ‘aspirational’ Celebrate in superior ambienceCelebrate in superior ambience Conspicuously do businessConspicuously do business

Experience an elite life-styleExperience an elite life-style

As a statement of self-identityAs a statement of self-identity

As a statement of preferred life-styleAs a statement of preferred life-style

Experience uniqueness and theatricityExperience uniqueness and theatricity

Celebrate rights of passage – births, Celebrate rights of passage – births, birthdays, anniversaries, business deals, etc.birthdays, anniversaries, business deals, etc.

Experience a series of designed sensations Experience a series of designed sensations conveying a fine fining or gastronomic theme conveying a fine fining or gastronomic theme

for which guests payfor which guests pay

Experience the complex interplay of visual, Experience the complex interplay of visual, aural, aural,

tactile flavour and aromatic sensory impressionstactile flavour and aromatic sensory impressions

Combined social experienceCombined social experience

Creation of positive psychological Creation of positive psychological environment affecting all of the sensesenvironment affecting all of the senses

Making one feel good about one-selfMaking one feel good about one-self

The offer of food for thoughtThe offer of food for thought

Potential to experience an over-whelming & Potential to experience an over-whelming & memorable fine dining/gastronomic memorable fine dining/gastronomic experienceexperience

Understanding the need for Understanding the need for satisfactions from a meal satisfactions from a meal experienceexperiencePhysiologicalPhysiological• HungerHunger• ThirstThirst• Need for special foodsNeed for special foods

Economic NeedsEconomic Needs• BudgetBudget• ValueValue• Convenient locationConvenient location• Fast ServiceFast Service

Social NeedsSocial Needs• Friends, business colleagues, special functions i.e. Friends, business colleagues, special functions i.e.

weddings, etc.weddings, etc.

Psychological NeedsPsychological Needs

•Responding to advertising Responding to advertising

•Try something newTry something new

•Fulfilling life-style needsFulfilling life-style needs

•Satisfying or fulfilling the needs for Satisfying or fulfilling the needs for self-esteemself-esteem

Convenience NeedsConvenience Needs

• PreparePrepare

• ServeServe

• Wash-upWash-up

DissatisfactionDissatisfaction

• 1. Controllable by the establishment1. Controllable by the establishment Cramped ConditionCramped Condition Unhelpful staffUnhelpful staff

• 2. Uncontrollable behaviour by other 2. Uncontrollable behaviour by other

customerscustomers

The Total ExperienceThe Total Experience

•What does it mean??What does it mean??

Reasons for eating out:Reasons for eating out:

• ConvenienceConvenience

• VarietyVariety

• LabourLabour

• StatusStatus

• Culture/tradition i.e. special eventsCulture/tradition i.e. special events

• ImpulseImpulse

• No choice – captive & semi-captive No choice – captive & semi-captive marketmarket

Possible factors affecting Possible factors affecting the meal experience :the meal experience :

• Food and drink on offerFood and drink on offer

• Level of serviceLevel of service

• Level of cleanliness and hygieneLevel of cleanliness and hygiene

• Perceived value for moneyPerceived value for money

• Atmosphere of the establishmentAtmosphere of the establishment

Reasons for a Meal ExperienceReasons for a Meal Experience

ReasonsReasons Possible RankingPossible Ranking

Night outNight out AtmosphereAtmosphere

Food & drinkFood & drink

ServiceService

PricePrice

Cleanliness & Cleanliness & hygienehygiene

Reasons for a Meal Experience Reasons for a Meal Experience (cont’)(cont’)

ReasonsReasons Possible RankingPossible Ranking

Gourmet eventsGourmet events Food & drink Food & drink

ServiceService

AtmosphereAtmosphere

CleanlinessCleanliness

PricePrice

Reasons for a Meal Experience Reasons for a Meal Experience (cont’)(cont’)

ReasonsReasons Possible RankingPossible Ranking

Cheap mealCheap meal PricePrice

Food and drinkFood and drink

Cleanliness & Cleanliness & hygienehygiene

ServiceService

AtmosphereAtmosphere

Reasons for a Meal Experience Reasons for a Meal Experience (cont’)(cont’)

ReasonsReasons Possible RankingPossible Ranking

State banquetState banquet ServiceService

AtmosphereAtmosphere

Food & drinkFood & drink

Cleanliness & Cleanliness & hygienehygiene

PricePrice

• PricePrice -- amount of money amount of money required to required to purchase a purchase a productproduct

• CostCost -- includes, as well as includes, as well as price, the price, the cost of not cost of not going somewhere going somewhere else:else:

TransportTransport TimeTime Cost of earning the money to pay Cost of earning the money to pay

the the price price

• WorthWorth -- perception of the perception of the desirability desirability of a particular of a particular product over product over another in order another in order to satisfy a to satisfy a set of established set of established goalsgoals

• ValueValue -- is not only the personal is not only the personal estimate of a product’s estimate of a product’s capacity to satisfy a set of capacity to satisfy a set of goals, it is also a goals, it is also a

perception perception of the balance of the balance between worth between worth and costand cost

THIS WEEK’S ASSIGNMENTTHIS WEEK’S ASSIGNMENT

• Prepare a paper on:Prepare a paper on:

““How a Manager can best control How a Manager can best control the customer meal experience”the customer meal experience”

– Maximum 1000 wordsMaximum 1000 words– To be submitted next week.To be submitted next week.