1. Read the supporting article and provide detailed answers to the case questions below.

Jim Gemignani is executive chef at the 1,500-room Marriott Hotel in San Francisco. Chef Jim, as his associates call him, is responsible for the quality of food, guest, and associate satisfaction and for financial satisfaction in terms of results. With more than 200 associates in eight departments, Chef Jim has an interesting challenge. He makes time to be innovative by researching food trends and comparative shopping. Currently, American cuisine is in, as are free-standing restaurants in hotels. An ongoing part of American cuisine is the healthy food that Chef Jim says has not yet found a niche.

Hotels are building identity into their restaurants by branding or creating their own brand name. Marriott, for example, has Pizza Hut pizzas on the room service menu. Marriott hotels have created their own tiers of restaurants. JWs is the formal restaurant, Tuscany's is a North­ern Italian-themed restaurant, The American Grill has replaced the old coffee shop, and Kimoko is a Japanese restaurant. As a company, Mar­riott decided to go nationwide with the first three of these concepts. This has simplified menus and improved food quality and presentation, and yet regional specials allow for individual creativity on the part of the chef.

When asked about his personal philosophy, Chef Jim says that in this day and age, one needs to embrace change and build teams; the guest is an important part of the team. Chef Jim's biggest challenge is keeping guests and associates happy. He is also director of food service outlets, which now gives him a front-of-the-house perspective. Among his great­est accomplishments are seeing his associates develop — twenty are now executive chefs — retaining 96 percent of his opening team, and being voted Chef of the Year\yy the San Francisco Chefs Association.

Chef Jim's advice: «It's tough not to have a formal education, but remember that you need a combination of «hands on» and formal train­ing. If you're going to be a leader, you must start at the bottom and work your way up; otherwise, you will become a superior and not know how to relate to your associates» [1, 172].

Vocabulary notes

chef шеф-повар

associate зд. подчиненный, сотрудник, коллега

to make time уделять, находить, выкраивать время

currently в настоящее время

cuisine кухня (как стиль приготовления пищи)

to be in зд. Быть широко распространенным ( модным) в данное время

ongoing существующий и по сей день

room service обслуживание гостей прямо в номерах

niche ниша (на рынке товаров и услуг)

to build identity зд. создавать свой собственный имидж ( отличающийся от конкурентов)

to go nationwide зд. распространяться по всей стране

regional special (n.) зд. сущ. фирменное блюдо, характерное для данной местности

personal philosophy зд. личные взгляды, представления, мировоззрение

tier зд. сеть нескольких однотипных заведений

to embrace зд. охватывать, постигать смысл и понимать значение

to allow (for smth.) зд. допускать, позволять (что-либо)

to build a team создавать коллектив, команду единомышленников

outlet место отпуска ( напитков, продуктов), торговая точка

to keep (smb.) happy сделать (кого-либо) счастливым и поддерживать такое его состояние

to be voted быть избранным

«Chef of the Year» «Шеф-повар года» ( почетный титул по итогам работы и достигнутым за год результатам

advice совет, пожелание, рекомендация

it's tough разг. трудновато

to have «hands on» иметь хорошие руки, уметь делать что-либо своими руками [а не только праздно размышлять]

formal education (training) базовое образование, высшее образование по профилю работы или должности

to start at the bottom зд. приступать с самого начала (с самой низшей должности)

to work one's way up зд. пробиваться вверх по карьерной лестнице

superior начальник, руководитель

to relate (to smb.) относиться к кому-либо

Case questions:

1. What is Jim Gemignani's position at the Marriott Hotel currently?

2. What is he responsible for?

3. What is an ongoing part of American cuisine?

4. How are hotels building identity into their restaurants?

5. What are Jim Gemignani's greatest accomplishments?

6. What is the difference between JWs and Tuscany's restaurants?

7. What is Chef Jim's biggest challenge?

8. What cuisine is currently in at the Marriott Hotel?

Role-play:

Pretend you are chef of a large St. Petersburg hotel. You intend to create your own brand name. You also plan to improve food quality but without simplifying menus. At the same time your biggest challenge is to keep guests and associates happy. What exactly will you be doing?

While making your decision consider the following possible steps:

• to research food trends and comparative shopping;

• to keep not only guests but also associates happy;

• to replace old coffee shops and restaurants;

• to go nationwide with this concept;

• to find a niche;

• to see your associates develop;

• to meet the diverse clientele's needs;

• to establish a combination of «hands on» and formal training;

• to promote your subordinates.