PROJECT REPORT ON

“Alfresco dining option – a revenue earning area”

SUBMITTED BY: DIPANJAN SAHA

UNDER THE GUIDANCE OF: Mr SHANE JOSEPH
 INSTITUTE OF HOTEL MANAGEMENT CATERING
TECHNOLOGY & APPLIED NUTRITION, KOLKATA

CERTIFICATE
This is to Certify that DIPANJAN SAHA Student of B.SC (H & HA) Final
Year Batch 2012-2015 has Completed his project work on al fresco dining- a
revenue earning area during the year 2014-2015.

GUIDE NOTE
I am Pleased to Mention that DIPANJAN SAHA, student of Institute of Hotel
Management Catering Technology and applied Nutrition, KOLKATA, has
successfully Completed his project work on _al fresco dining- a revenue earning
area under my supervision during the year 2014 - 2015.

____________________
Project Coordinator
 ACKNOWLEDGEMENT

A special thanks of gratitude to our honourable principal sir- Mr Ranjit

Chowdhury, IHM KOLKATA, who gave me the golden opportunity to do this
wonderful project on the topic Al fresco dining- revenue earning area, or
providing the facilities to carry out this work.

Thanks to Project Coordinator Mr Debashish Das, IHM KOLKATA, for his

supervision and invaluable suggestion.

Thanks to Guide Mr Shane Joseph, for his continuous help, support and proper
guidance throughout research work.

Thanks to our concerned class teacher Mr Mainak Sarkar for helping me in

every possible way to complete this project
 INDEX

Topic page no.

introduction 1

statement of the problem 2

need of the project 3

significance of project 4

Review of literature 5-15

Research methodology 16

Data collection 17-18

Data analysis 19-32

Limitation 33

Summary/conclusion 34

Bibliography & webliography 35

appendix 36
I
n temperate climates, al fresco dining is especially popular in
the summer months when temperatures and weather are most favourable. It
is a style of dining that is casual and often party-like in its atmosphere. India
being a subcontinent, a country where the summer dominates – is very much
popular for the alfresco dining.

The phrase al fresco is borrowed from Italian for "in the cool [air]",
but is not used in that language to refer to dining outside. Instead,
Italians use the phrases fuori or all'aperto.In Italian, the
expression al fresco usually refers to spending time in
jail. The Spanish meaning of al fresco is similar to Italian, and
Spaniards use fuera or al aire libre to refer to dining

Outdoor entertaining is, by definition, a casual affair, so don’t stand on

ceremony when it comes to planning your next summer party. It’s less about the
formality of matching plates and table linens and more about enjoying a great
backyard barbecue with family and friends.
In order to promote and accommodate the pedestrian activity and vibrancy
associated with al fresco dining, some communities have
passed ordinances permitting it, including the service of food and beverages to
customers at pavement tables until late at night.
Outdoor entertaining is, by definition, a casual affair, so don’t stand on
ceremony when it comes to planning your next summer party. It’s less about the
formality of matching plates and table linens and more about enjoying a great
backyard barbecue with family and friend

1
A
Research-worthy problem statement is the description of an active
challenge (i.e. problem) faced by researchers and/or practitioners that
does not have adequate solutions available. The adequate solutions
includes the simplified theoretical foundation and argumentation for a viable
solution based on respected peer-reviewed sources. The research-worthy
problem statement should address all six questions: what, how, where, when,
why, and who.
 What is al fresco dining

 How was the concept first introduced or how is the survey going to be
conducted

 Where all the survey is going to be conducted and where all do we have
the al fresco dining options in my hometown

 When is the survey going to take place

 Why al fresco dining is an important topic in todays food and beverage

industry

 Who are going to be interviewed

2
I
t is obvious that without defining the problem carefully and agreeing on the
research objectives it is useless to go on for a research project. A project is
a temporary endeavour designed to produce a unique product, service or
result with a defined beginning and end (usually time-constrained, and often
constrained by funding or deliverables), undertaken to meet unique goals and
objectives, typically to bring about beneficial change or added value. An old
saying goes “a problem well defined is half solved “, hence I shall endeavour to
lay down the objectives of my research project by first defining the project.

- To find out the popularity of al fresco dining options in different

countries across the globe.
- To find out the reason for popularity of al fresco dining options in
various countries around the world.
- To find out the unconventional dining options which is a part of al
fresco dining.
- To find out some of the famous conventional al fresco dining
restaurants across the globe
- To differentiate between al fresco dining and closed door dining.
- To find out the impact of al fresco dining in India and the reason
behind its increasing growth in the country

3
S
pecifically, identify the gaps in knowledge that my project is intended to
fill. If no gaps exist that are obviously and directly related to my project,
explain how my proposed research will contribute to the overall
understanding of my field. For example, my project may involve developing
new methods that would facilitate further research in the Food & Beverage field.
The dream and the reality are never so divorced as when dining al fresco. As
soon as someone says “let’s eat outdoors”, the spirits lift. The imagination fires
and we picture something cold and fizzy to drink, pressed gingham napkins,
vibrant salads, excellent bread that tears easily without turning into cotton wool,
a flavourful Scotch egg, and platefuls of berries at that perfect stage between
ripe and ruin. The sun is shining, but the table is in the shade. Nature serenades,
but she does not intrude…..

Alfresco dining options hence largely nowadays effect or one can say affect (if
not carried away perfectly) the food and beverage sales of a hotel. With the
increase in mass attraction in the al fresco style it’s no surprise that more and
more investors are willing to invest in creating the al fresco environment be it
in a hotel or as a standalone café or restaurant. Alfresco dining option thus is
proving to be a very good revenue generating area in the world of food and
beverage.

4
 P
rimary data: In the beginning to get more familiar with
the topic secondary information were collected from
 various libraries, articles, and magazines. It was decided to
use a controlled opinion questionnaire that too with
alternative choice variety. Both open ended and close ended questions were
asked to a different set of people to get their view on the topic. The
categories of the people are as follows-
 Public
 Restaurant operators
 Hotel operators
 Catering company operators
The data was collected by compiling all the information together. The data
analysis was prepared based on the data collected.
Primary sources: professor (guide), hotels, restaurants, catering company
operators
Primary data is collected from- various restaurant, hotel, catering operators.
From all the answers taken from various people and from the information
understated in various sources (secondary sources as mentioned in the above) I
tried to make a unanimous evaluation on the fact whether alfresco dining is a
trending/growing concept with a sustainable future or that it does not have a
good future at all i.e. earns little revenue compared to what is actually expected.

5
  Secondary data: The follow literature review addresses two main
issues: (i) international literature on the prevalence of alfresco restaurant
& dining options and (ii) international literature on approaches to
maximize the revenue of alfresco concept within workplaces and other
organisations, including the restaurants.

 A brief history of outdoor catering:

Outdoor dining means different things to different people. To a European, it
means ‘al fresco’ sidewalk dining under a brightly-coloured canvas awning. To
an English or American family, it means a picnic in the park. And to an
Australian, it means firing up the Barbie in the backyard.
The history of outdoor dining goes back to medieval times, when hunting parties
would enjoy a feast before setting off on the hunt. It usually consisted of various
cooked meats and pastries, washed down with quantities of alcohol.
This was the forerunner of the picnic, the definition of which varies, but is
generally considered to be a casual meal eaten in a pastoral setting.
A more formal version of the picnic emerged in America in the 18th century,
when pleasure gardens, as they were called, began appearing in major cities.
These were basically private gardens where families paid to walk and play in
beautiful surrounds and partake of light snacks, often including ice cream. These
pleasure gardens were followed by German beer gardens after the Civil War and
then by tea gardens, when Prohibition put an end to public drinking.
The popularity of picnics in the 20th century increased with the advent of public
transport and the motor car. Families, school children and work groups would
travel into the country for a day of games, picnicking and general enjoyment of
the great outdoors, although their dress and demeanour would often still be on
the formal side. The picnic basket, complete with crockery and silverware,
became a popular accessory around this time.
Al fresco dining, or dining ‘in the open air’, has been traditional in European
countries for hundreds of years, particularly in the warm summer months. The
practice slowly made its way to America, when rooftop restaurants and sidewalk
cafes began to appear in the mid-20th century in more cosmopolitan cities such
as New York.
Today, most restaurants and cafes in temperate climates offer a choice of either
indoor or outdoor dining, and in Australia, almost every pub has a beer garden,
where meals can be enjoyed outdoors.

6
Also in Australia, with the dream of owning your own home in the suburbs came
the practice of backyard entertaining, which usually centred on the barbecue.
While originating in America in the late 1800s, when cowboys would barbecue
their meat during cattle drives, modern barbecuing really took off in Australia
in the ‘50s and ‘60s, when a barbeque was known as a ‘chop picnic’.
Every backyard had one, and dad was in charge. As the years went by, they
became more and more high-powered and elaborate. Today’s top-of-the-line
barbecue boasts things like multiple burners, cunningly designed drip trays and
numerous storage compartments for the sacred instruments of barbecuing.
Most Australian backyards are designed with outdoor dining in mind. They
feature awnings to keep off the sun, paved patio areas, a selection of outdoor
furniture, possibly a swimming pool and almost certainly a barbecue of some
description.
There’s a saying that food tastes better when enjoyed outdoors, and this may go
some of the way to explaining why outdoor dining in all its guises continues to
be a popular pastime in many parts of the world.

 There has been a lot of studies regarding the alfresco

dining concept in the world of food & beverage. The
summarization and highlights of the various literature on
al fresco dining are as follows:

 Bee Wilson, the food historian and columnist, points out that many
people still don’t eat outside more than occasionally. “Therefore food
tastes better when they do, because they feel liberated from the
constraints of a table. For most of human history the majority of people
have eaten outside not through choice—a jolly Enid Blyton picnic—but
because they had to. Agricultural workers have always carried their
lunch to the fields. And I wonder if their food tasted better to them than
it would have done under the comfort of a roof.”

 Nonetheless, you can’t deny we appreciate certain foods more fully

outside: a cool ice-lolly on a hot day, or a hot soup on Bonfire Night
makes us stupidly grateful. We remember it, and look forward to the

7
 next time. “I think food tastes the same whether eaten inside or out,”
says Herbert L. Meiselman, an American scientist who has spent much
of his career with the Department of Defence Food Research
programme, exploring how people choose food. “But I think your
appreciation of it is different. It’s about expectation—eating outdoors is
idealised—and anticipation. For example, someone going to a fancy
restaurant expects to enjoy their dinner, so they probably will enjoy it.”

 The term is sometimes hyphenated; sometimes written as 'alfresco'. I

occasionally get irate correspondence along the lines of "You ignorant
xxx, it means 'in jail'. Can't you speak Italian? Well, no, I can't speak
Italian - but I can speak English. Whatever the phrase means in Italian it
has been adopted into English with the above meanings. Almost always,
it is used in relation to dining al fresco. That is, eating outdoors.

 Both meanings have been in use in English since at least the late 18th
century; for example, in Mrs Eliza Haywood's History of Jemmy and
Jenny Jessamy, 1753:

 "It was good for her ladyship's health to be thus alfresco."

 Last supper The earliest painting reference is in Thomas Harmer's

Observations on divers passages of Scripture, 1764:"It is superior to the
alfresco, and the Mosaic work."

 Frescos are those paintings that are painted on walls and ceilings, in
plaster that is not quite dry, so that the paint is absorbed into the surface
layer. Probably the most celebrated example is Leonardo da Vinci's Last
Supper. From the Italian, literally translated as 'in the fresh'. In English,
used to mean either 'in the open air' or, where specifically related to
mural painting, 'on fresh plaster'.

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 Tolling church bells and dreamy panoramas from rooftop whirlpool,
alfresco restaurant. On many days you'll find that dining alfresco is
impossible due to strong, brisk winds blowing across the valley.

 To go alfresco, a phrase used to describe going without underwear.

Synonymous with going commando. Coming from the word alfresco
describing an activity done in the open air.

 "It's dangerous to go alfresco in shorts. I always go alfresco in summer,

I hate having Betty Swallocks"

 Al Fresco literally translated from Italian means 'in jail'. Italians don't
use the term al fresco to describe eating outside, but to English
speakers, al fresco means eating outside and most people think that is
its Italian meaning.

 Although technically incorrect, the majority of English speakers now

associate al fresco with outside dining, as language evolves the majority
vote is what counts, so that is now the meaning of the term. Just don't
use it in Italy as they may wonder why you want to eat in prison.

 Eating outside is one my favourite pastimes. In my opinion food just

tastes better if it is eaten outside and I think it improves it further if that
food is eaten with hands rather than utensils. This means I'm a big fan
of barbecues!

 Good food, warm weather, a sea view, no shoes, fish swimming around.
I sometimes holiday in Thailand and that restaurant is a venue at which
I really enjoyed dining. I think you can see why!

 To get a good al fresco experience, you need to make sure that you
have a good view, have good company, ideally have good weather, or

9
 at least not be uncomfortable and the last thing, is have good food. My
best al fresco dining experiences have not always been related to the
food I've eaten, usually the location and company are the most
important things, but great food obviously makes the experience
better.

 I can remember some of the best outdoor dining experiences I've ever
had. One of those was in Melbourne in Australia. We rented a car and
took a barbecue with us around the beaches south of Melbourne. On
one of the beaches, we found a seawater pool that had been left by the
tide going out. Although these sort of pools are normally shallow and
warm, this was a wide, deep and relatively cold pool. Swimming across
it took some time as it was several hundred feet wide. Of course when
you're on holiday with several friends, then taking it in turns to do this
is what you do and the appetite you build up afterwards is enormous!
The barbecued steak and prawns we cooked still count as one my
favourite meals ever eaten.

 Eating in the Caribbean is excellent in my experience. The cuisine there

is generally goat, sheep and fish based, with a lot of curries. On one
memorable day, we had rented a boy with boat to take us to an island.
There were a few of us there and once there we set about swimming
and snorkelling around the island, while the boat boys set about making
us a barbecued feast. When it came to eating time, we got stuck in to
some fantastic curried goat, barbecued fish, fried plantain and lots of
other dishes. I couldn't get enough and after demolishing a fully piled
up plate, went back for seconds. The man serving up the marvellous
food seemed to appreciate my appetite for his local cooking and served
me up another fully loaded plate while commenting on my desire for
seconds ; 'If it's nice, then eat it twice'. I still say this to this day and can
still remember how delicious this meal was!

 I think that eating outside enriches any meal. If you don't do it often, or
at all, then try it the next time the weather is good. You can eat any
meal outside and something about sitting out in the fresh air, with the

10
 trees rustling and everybody laughing, just makes everything taste
better.

 Tuscan dining: The courtyard ………. Designer Paul Hendershot calls his
Ojai, Calif. garden "a Mediterranean courtyard without walls. "The
centrepiece is a concrete-topped table (more on that next
slide).Inspired by the casual elegance of Mediterranean-style gardens,
Hendershot carpeted his patio with pea gravel. "It feels good to walk
on when barefoot," he says. A pepper tree provides light shade on hot
days. To complement the tree ― and the garden's overall look ―
Hendershot also planted boxwood, 'Provence' lavender, Myrtus
communis 'Compacta' (which he likes for its scent), and upright
rosemary.

 Cast-concrete table is the focal point of the outdoor dining area. "It
used to belong to a friend, and I lusted after it for years before I bought
it from her," designer Hendershot says. The table has been such a hit
with friends that he now takes orders to build similar models on-site in
his area (they're too heavy to ship). The benches are weathered pine.
 Candles and glasses in mixed styles and shades of green and amber look
right at home in the casual garden. Miniature bottles of olive oil at each
place setting double as place card holders and gifts for guests.

 Dinner on the deck….. Bob and Cary Woll's seaside-inspired backyard in

Los Osos, California, is as inviting for two as it is for a crowd; the Wolls
have entertained as many as two dozen guests, comfortably, on the
deck. Benches of ipe wood wrap around most of the deck (also made
of ire), providing generous seating.
 Garden plants ― Pittosporum tenuifolium 'Silver Sheen', and Acacia
cognata ― require little in the way of watering and upkeep. A tiny
succulent in a square pot serves as a simple table centerpiece.

 Outdoor chefs need a place to put their tools, and bartenders must
have a bar. The concrete side table beneath the pergola provides room
for both while also functioning as a serving counter or buffet table. Two

11
 square cabinets on casters, tucked underneath provide storage. They
can also be rolled into action as serving tables or additional seating.

 The plan shows how the kitchen courtyard, food counter, dining area,
and seating work together to create a perfect party space.
 Tips from these outdoor dining rooms: Built-in countertops in or near
the dining area are handy, but if you don't have them, portable carts or
side tables will do the job well. Situate your dinner table under a large
tree, patio overhang, vine-covered arbour, pergola, or colourful market
umbrella. Use your garden to inspire tableware and decorating choices.

 For this project, landscape architect Steve Martino tried something

new ― aluminium flashing. He wove it through rebar uprights like a
ribbon, creating a glamorous shimmering privacy wall near the outdoor
dining area.

 “Eating outside is one my favourite pastimes. In my opinion food just

tastes better if it is eaten outside and I think it improves it further if that
food is eaten with hands rather than utensils. This means I'm a big fan
of barbecues!”- Steve Martino

 “The restaurant linked in the YouTube video shown there is my idea of

a great al fresco dining experience. Good food, warm weather, a sea
view, no shoes, fish swimming around. I sometimes holiday in Thailand
and that restaurant is a venue at which I really enjoyed dining. I think
you can see why! To get a good al fresco experience, you need to make
sure that you have a good view, have good company, ideally have good
weather , or at least not be uncomfortable and the last thing, is have
good food. My best al fresco dining experiences have not always been
related to the food I've eaten, usually the location and company are the
most important things, but great food obviously makes the experience
better.”

12
 “There are so many beautiful ways to entertain outdoors,” says Kevin
Sharkey, SVP executive editorial director. Decorating for Martha
StewartLiving Omni media. “Setting a stunning table can be surprisingly
simple with a little creativity. Our wide assortment of Martha Stewart
Collection tableware and accessories sold at Macy’s is perfect for the
summer season. The range of intermixable patterns and styles gives
customers the flexibility to personalize a table setting for any occasion.”

 Al fresco dining may be the next big thing in Mumbai. The state’s Urban
Development department is expected to give its nod to the
Brihanmumbai Municipal Corporation (BMC), letting it grant licences to
operate rooftop restaurants in the city.

 While this will lead to new restaurants, the BMC hopes to earn revenue
by charging a premium to build rooftop restaurants in lieu of FSI. To
further help hoteliers, the licenses required for operating a restaurant
will be valid for five years instead of one year, which is the current
practice. The new policy is expected to be applicable later this year.

 “Started restaurant in bus (Moving Cart) idea a year back in 2012 at

Chennai city, the moving cart was opened to public on 28th Of March
2013 in Mumbai too. This bus runs along the queen’s necklace at
Marine drive taking first turn from Nariman point and goes ahead
towards Chopwatty beach taking back the turn from Wilson College.

13
Yes the same chowpatty beach very famous for Ganesh festival
visarjan. With 12 different types of meal options as Indian and
Continental items on the meal menu, People can select VEGETARIAN
(Whole Day) or NON-VEGETARIAN meal (10:00 PM Only) which is pre-
cooked and is served 3 time in a day at 1 PM, 7 O Clock in Evening and
Late night 10 PM. One complete fun ride takes 1 hour and 30 minutes
which seems that the bus moves very slowly as the total stretch is not
more than 2 to 3 km one way.

Specialty of this mobile restaurant is this fun ride along with the tasty
meal of your choice at the table on upper deck which is an Open air bus
section or at 100% pollution and noise free AC lower deck section of
bus. While the lower deck AC section has a great interiors with sofa and
one to one dining table seating with music playlist option, the open air
upper deck do give the same options with a fresh cool breeze of Arabian
sea which gives a different special feeling of having meal on ride. This
bus welcomes online booking and special offers discounts for groups
like school, corporates, birthday parties, meetings, kitties, wedding
anniversary and private get together events etc.
Soon this company named ‘THE MOVING CART’ may start a similar
open air bus ride in Bandra too-” about moving cart mobile restaurant
bus.

14
 Childhood does play a part, since eating outside—or at least the idea of
it—seems to bring out the child in us: it feels more playful, less formal
and fussy, more exciting. At the Fat Duck in Berkshire, Heston
Blumenthal gets diners to listen to an iPod playing recordings of
crashing waves and seagulls while they eat his shellfish dish Sound of
the Sea; in recipes, he has suggested spraying pickled onion juice from
an atomiser when serving fish and chips. Perhaps this is the best
combination: getting a whiff of the outdoors, while staying safely
inside. Maybe we should eat our picnics at home, looking out of an
open window.

15
A
lfresco dining concept as mentioned earlier by me in introductory parts-
is a topic that has the ability of growing like hot cakes. It is not only a
promising topic but also a concept which has spread its base already in
the large market.
When I first chose the topic- “al fresco dining” as my research project topic then
I was a bit confused about the way I should carry the research project i.e. the
method and the methodology. Clearly this is a summary based topic which does
not need any sort of experiment other than collecting some valuable data and
analysing them.
In the beginning to get more familiar with the topic secondary information were
collected from various libraries, articles, and magazines. It was decided to use
a controlled opinion questionnaire that too with alternative choice variety. Both
open ended and close ended questions were asked to a different set of people to
get their view on the topic. The categories of the people are as follows-
 Public
 Restaurant operators: fairlawn hotel, sher e Punjab
 Hotel operators: taj Bengal,kolkata
 Catering company operators: kana catering private limited,tripti
catering service
The data was collected by compiling all the information together. The data
analysis was prepared based on the data collected. The primary and secondary
sources from where data was collected are the following:
A. Primary sources: professor (guide), hotels, restaurants, catering
company operators
B. Secondary sources: internet, books, articles, magazines

From all the answers taken from various people and from the information
understated in various sources (secondary sources as mentioned in the above) I
tried to make a unanimous evaluation on the fact whether alfresco dining is a
trending/growing concept with a sustainable future or that it does not have a
good future at all i.e. earns little revenue compared to what is actually expected.

16
Q
uestionnaire:
Part –A

1. Does al fresco dining option attract the youth?

Ans: Yes….. No……..

2. Does al fresco dining attract almost same number of customers for lunch and
dinner?
Ans: Yes….. No……..

3. Does al fresco dining boast a good number of guest for breakfast?

Ans: Yes….. No……..

4. Does the revenue of this kind of outlet match the other food & beverage
outlets of the hotel?
Ans: Yes….. No……..

5. Is alfresco dining a good option for banqueting?

Ans: Yes….. No……..

6. Does it consume more space than other outlets?

Ans: Yes….. No……..

7. From food & beverage point of view is it easier to cater to an al fresco outlet
than compared to an indoor section?

17
Ans: Yes….. No……..

8. Does in an al fresco restaurant, food and beverage-get the equal guest

attraction?
Ans: Yes….. No……..

9. Does it incur too much of housekeeping?

Ans: Yes….. No……..

Part- B

1. What should be the features of an outdoor restaurant?

2. Which type of furniture should ideally be used in an outdoor restaurant?

3. What should be the ideal decoration of this kind of restaurant?

4. What are the popular choice of food for al fresco dining?

5. What should be the primary concern of the housekeeping department?

6. How adding an Outdoor Patio Cover can increase dining revenue?

1. Does al fresco dining option attract the youth?

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 answer

5%

yes
no

95%

Explanation: From a survey done in various restaurants providing al fresco

dining, it has been learnt that the youth are the main customers of the al fresco
restaurants. The youth always prefer an open air dining over an indoor dining
the reason being the touch with the nature. They now find the traditional indoor
dining too mainstream and the al fresco style more attractive. Having said that,
the 5% of youth who still prefers indoor dining actually are not satisfied with
the high pricing of al fresco café and restaurants.

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2. Does al fresco dining attract almost same number of customers for lunch and
dinner?

answer

yes, 30, 30%

yes
no, 70, 70% no

Explanation: in tropical countries, the summer enjoys a better dinner

turnover compared to that of lunch. The reason being that for alfresco dining,
the direct heat is not enjoyed by the customers. Again for winter, the pleasant
sunlight is more enjoyable than the chilled gloomy evening. So, in either cases
clear differences are noticed in terms of the dinner and lunch turnover.
In European countries though, the temperature being on the lower side, the lunch
is enjoyed and so is the dinner, as the temperature difference is minimal.

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3. Does al fresco dining boast a good number of guest for breakfast?

answer

40%

60% yes
no

Explanation: this percentage statistics almost go head to head with each

other. Major numbers saying no because al fresco style restaurant service is a
bit time consuming, as breakfast is a busy timing for the guest, and buffet being
the most popular form of breakfast service- in some cases breakfast turnover is
a bit less than the others.

21
4. Does the revenue of this kind of outlet match the other food & beverage
outlets of the hotel?

answer

15%

yes
no
85%

Explanation: al fresco dining is mostly popular for its open to air interface.
It allows the guest to enjoy the food and beverage with the direct touch of the
weather. Mostly this kind of restaurant provide a good scenic beauty with water
bodies, garden etc. in sight. And this restaurants provide the same service as that
of the indoor ones. So in most no of cases, al fresco restaurant of a hotel earns
the same in fact more than the other food and beverage outlets.

22
5. Is alfresco dining a good option for banqueting?

answer

30%

yes
70% no

Explanation: mostly banqueting is profitable in outdoor areas. The reason

behind it is, the charge of open air banqueting area in a good scenic view is more
than an indoor banqueting space. And nowadays guests are willing to pay that
extra money because of the ambience and also the increase of covers. The 30%
catering units are opposing the notion because in open air dining more space is
needed to be covered by the service staffs.

23
6. Does it consume more space than other outlets?

answer

5%

yes
no

95%

Explanation: the survey has specified that 95% times the outdoor restaurants
consume more space than other indoor outlets. It is because it caters to a larger
no of covers and more space refers to better ambience which is the unique
selling proposition of alfresco dining.

24
7. From food & beverage point of view is it easier to cater to an al fresco outlet
than compared to an indoor section?

answer

25%

yes

75% no

Explanation: al fresco café and restaurants are more spacious than other
indoor restaurants. So the service personnel needs to cover a good amount of
area. And another constraint to service is mainly for make shift arrangements,
the original or main kitchen is generally distant from the service area.

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8. Does in an al fresco restaurant, food and beverage-get the equal guest
attraction?

answer

4%

yes
no
96%

Explanation: for the majority of the guests, food and beverage both are
attractive when it comes to alfresco dining. There are instances where beverages
are not allowed to be sold, but then again we get to have alfresco pool bars and
alfresco restaurants catering a large no of beverages. So that makes the food and
beverage selling ratio almost equal

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9. Does it incur too much of housekeeping?

answer

3%

yes
no

97%

Explanation: one of the main constraint of having an alfresco dining

restaurant is that it incurs a lot of housekeeping activities. Alfresco dining set
up for a 5 star hotel is mainly located beside a pool or on a garden. And there
are other instances also. But in all the cases, to keep up the ambience and the
decorum, 24hrs housekeeping attention is needed.

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1. What should be the features of an outdoor restaurant?
Answer: Ideal features of an outdoor eating area include:
 Sheltered from winds and fierce sun
 Spacious so that a large group of people can be accommodated where
possible (not always necessary but a nice touch)
 Comfortable and pleasant - try to avoid facing blank, dull features such
as a concrete wall. If you have problem walls, etc., try to enhance these
or cover them with plants, decorative items, etc.
 Near the kitchen for ease of bringing out the food, or at least accessible
easily via a pathway, etc.

2. Which type of furniture should ideally be used in an outdoor

restaurant?
Answer: The table and chairs should be capable of resisting weather elements
such as rain and sun. Outdoor furniture is made from a variety of natural and
manufactured materials. Most buyers are looking for patio furniture that is built
to last, looks fresh and new for years to come, stays attractive despite exposure

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to the elements, and is easy to maintain. Some materials are more durable than
others and some withstand exposure to the elements better. In order to make the
best purchasing decision when buying outdoor or patio furniture, one should
investigate the characteristics of each type of material, paying close attention to
the pros and cons of each. Some may be more resistant to wind or rain, while
others will last longer in sunshine or heat.

3. What should be the ideal decoration of this kind of

restaurant?
Answer: Decorate simply. A tablecloth, some flowers, a lantern, etc. are the
types of items suitable for decorating an outdoor table. Remember that you will
have to cart all these items from the inside to outdoors and vice versa, so
minimise this by being smart about your decoration choices. Even grabbing a
pot plant from outside and placing it on a clean saucer for a feature piece can
work well and it's easier to restore to its place after the meal.

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4. What are the popular choice of food for al fresco dining?
Answer: Cold food is often an easier choice than hot food, unless you have a
barbecue or warming pad near to the table. A mixture of barbecued food with
salads, sliced vegetables/fruit, pasta, cheeses, pâtés, etc., works well for al fresco
dining.

5. What should be the primary concern of the housekeeping

department?
Answer: Use insect deterrents. Place insect repellent herbs near the dining
area (e.g., lavender, tansy, pyrethrum, etc.) and burn citronella candles or oil to
keep the insects at bay. Maintaining the garden and the pool is also under the
activity of the housekeeping department.

6. How adding an Outdoor Patio Cover can increase dining

revenue?
Answer: Successful restaurateurs know that food alone does not define a
dining experience. Atmosphere adds a great deal, and since Americans have a
long-standing love of dining al fresco, restaurants hoping to boost revenue
should consider adding outdoor seating.
Adding outdoor seating to a restaurant can increase revenue in two ways: First,
it produces additional seats, allowing the restaurant to serve more customers at
once, but it also draws in a completely new type of customer – the type that
prefers to enjoy their meals outdoors.
The Evidence Is In: Vucurevich Simons Advisory Group (VSAG) recently
conducted a business analysis that demonstrated as much as a 65% return on
investment (ROI) for their customer who was considering adding outdoor
seating.
In another example, a restaurateur in Paradise Valley, Arizona said that adding
outdoor seating was the best decision he’s ever made. “People come to enjoy
the weather and the views,” he continued, “We actually have a harder time
seating guests in our lovely dining rooms.”

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How to Get the Most out of Your Outdoor seating:

 If you think that open-air dining is right for your restaurant, consider these
ideas for boosting your restaurant’s revenue by incorporating outdoor seating:

 If your establishment is located in a scenic area, or near a local attraction,

situate your patio so that if offers guests a great view. If your surroundings
aren’t naturally awe-inspiring, create your own ambiance. Some ways to do
this are incorporating a mural, offering live music, and planting beautiful
landscaping.

 Create a happy hour or dining special just for al fresco customers. A frozen
beverage promotion, for example, can help draw thirsty diners to your space
on a warm summer day.

 Outdoor spaces give you an opportunity to create private parties that are
removed from the on-goings within your restaurant. Use your new space to
offer this service to customers and boost your restaurant’s revenue.

 Once you have your outdoor seating area the way you (and your customers like
it), make sure to keep it updated, just as you would your indoor space. The
National Restaurant Association recommends updating your patio or deck
every five to seven years to keep up with design trends and customer
expectations.

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 Contemporary diners have a multitude of options, so make your restaurant
stand out by focusing not only on the quality of your food, but also on your
patrons’ experiences. Outdoor seating may be just what you need to set your
restaurant apart, attract new customers, and boost your restaurant’s revenue.

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 he topic of the project- “al fresco dining option-a revenue earning area”

T is not that famous a topic to be researched one. Hence I did not have
much data or resources to cultivate the topic. Some of the hindrances are
listed below:

 Not having enough primary resources/background data

 Not having enough books which discus the topic
 Getting appointment of the people for having a evaluation data was
problematic
 Not too many web pages cover this topic

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I
t has been a very interesting topic throughout. After all the research work
and data analysis, I have come into the following conclusion:

 Al fresco dining option is a very popular choice among the youth

 Al fresco dining provides a huge revenue to the food & beverage
operators
 A standalone al fresco restaurant, café, can also earn a good revenue as
well as a 5 star hotel’s al fresco outlet
 The initial investment for building a al fresco dining area is not as high
as an indoor restaurant
 Banqueting in alfresco style is going to be more famous in near future

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B
Ibliography

 Barbieri, A. (2010). THE TASTE OF AL FRESCO. the gurdian.

 Martha Stewart: Dining Alfresco, Friday, June 26, 2009

 A short history of outdoor dining, anonymous, June 15, 2012

 Tuscan dining: The courtyard, henry mckenzie, December,2014
 Al Fresco Dining: Richard Harvey ,2006

Webliography
 http://raindefence.hubpages.com/hub/Al-Fresco-dining-what-is-it-
about-eating-outside-that-makes-it-so-awesome
 http://moreintelligentlife.com/content/lifestyle/annalisa-
barbieri/taste-al-fresco
 http://www.sterlingfunding.com/merchant-cash-advance-blog/boost-
your-restaurants-revenue-with-outdoor-seating
 http://www.wikihow.com/Dine-Al-Fresco
 http://www.mumbai77.com/city/2919/attractions/open-air-mobile-
moving-cart-restaurant-bus/
 http://www.sunset.com/home/outdoor-living/great-outdoor-dining-
rooms
 https://www.youtube.com/watch?v=GM8QRFkybPg

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 National Restaurant Association of India (NRAI): was founded in
1982 and since been the leading association of the Indian restaurant
Industry. Headquartered at Delhi, we represent both independent and
chain restaurants owners and operators in India.

 Golden arches development: The eHR Portal Project aims to automate

most of the companies’ manual processes particularly in Human
Resources Management, Payroll, Training and Organizational
Development. The end view is to increase productivity and efficiency
among employees, suppliers and business partners.

 BMC: The Municipal Corporation of Greater Mumbai, also known as

the Brihanmumbai Municipal Corporation (BMC)

 Vucurevich simons advisory group: Guided by a team of food service

industry experts, we are a leading global restaurant consulting and
hospitality consulting services firm serving restaurants, hotels, bars,
lounges, gourmet markets, and any enterprise that requires food &
beverage consulting.

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