The Meal Experience

The main aim of food and beverage operations is to achieve customer satisfaction. In other words, to meet the

customer’s needs. The needs that the customer might be seeking to satisfy are:

• Physiological: For example, the need to sate one’s appetite or quench the thirst; the need for special foods (diabetic, vegetarian)
• Economic: For example, the need for good value; rapid, fast service; a convenient location
• Social: For example, when desiring enjoyable company; going out with friends or business colleagues; attending functions to meet others
• Psychological: For example, the need for enhancement of self-esteem; fulfilling life-style needs; the need for variety; as a result of advertising and promotion

• Convenience: For example, as a result of being unable to get home (shoppers, workers) or having to attend some other event (cinema, theater); the desire for someone else to do the work; the physical impossibility of catering at home (weddings and other special functions)