PLANNING AND OPERATION OF FOOD AND
BEVERAGE OUTLETS
Although there no defined way for managing the
food and beverage operations, there are guide lines which need to be followed.
The following note briefly describes the different steps involved in
establishing an outlet.
STEPS
FOLLWED IN PLANNING AN OUTLET
Planning is
the first and the most important factor to be considered while establishing an
outlet. Proper planning reduces project time and labour cost. There are three
steps involved in planning.
STEP 1 Doing
market survey and gathering information. Actually developing the blue prints
and putting plans into practice.
STEP 2
Procuring funds and the required space area or building and equipment; setting
standards (SOP) and recruiting staff.
STEP 3
Listing out policies and procedures, setting goals and targets to be achieved
in a particular time frame. Defining service standards and focusing on
operations to bring in more profits.
POINTS TO BE
CONSIDERED WHILE PLANNING AN OUTLET
Location:
Location of the outlet plays a major role in deciding the operations. It also
affects the profitability.
Operations
of an outlet located in tourist spot or in a resort area is different from
those in an outlet located in an urban area.
Target
market: Recognizing a market segment and understanding their preference is very
important to cater to a target market
Business
Potency: Knowing the potency of a particular market segment or location is
essential to start an outlet, because business comes from the potential guest
and not from the population of the market.
Budget:
Budget affects the size and quality of operations. Most of the planning is
directly connected to budgeting. One should remember to include initial
operational costs in the budget.
Space availability: Procuring space for establishing an
outlet is one of the major difficulties faced. Sufficient space is required to
accommodate the potential guests, and more often this is expensive. Space
should not be very from targeted location
Availability of skilled manpower:
Success of any operation depends on the quality of services offered. Quality
service can be achieved by setting high standards. To maintain the high
standards and to provide speciality services, skilled staff is required.
Getting skilled labour is expensive.
Local
Influence: The greatly affecting factors are religious and communal
restrictions, culture life style, and eating habits of a particular locality.
Competition:
Identifying and studying competitors is important while planning an outlet. A
detailed analysis of the competitors helps in introducing new concepts and
better services in an outlet
Legal
aspects: This is important and generally ignored aspect of outlet planning.
Finding and completing all legal formalities is essential. It is always advised
to adhere to local laws.
PHYSICAL LAYOUT OF AN OUTLET
The term
‘layout’ means positioning of the work centres.Work centers can be main
operational areas or ancillary areas. These areas are arranged with respect to
the equipment used in a particular area and the flow of operations. It is also
necessary to keep in mind the architectural and infrastructural difficulties
while making a layout; for example, services such as drainage and fuel supply
lines.
A layout is
the first step towards putting plans into action.
OBJECTIVES
OF A GOOD LAYOUT
1.
To make maximum or optimum
use of the available area, keeping equipments in an orderly way
2.
Giving maximum moving
space to the staff and the guests
3.
To allocate washing and
storing areas
4.
To ensure that service
time is minimal as possible
5.
To ensure smoother flow
of operations
6.
To reduce unnecessary
movements of the staff and equipments.
7.
To give comfortable
working conditions to staff
8.
To ensure safe
environment
9.
Guest flow path and staff
flow path should not cross each other
SPACE CALCULATION FOR VARIOUS FOOD AND BEVERAGE OUTLETS
The space
required for any food and beverage outlet is calculated based on the seating
capacity, arrangement, and type of operations. A general guideline is that, the
guest area should be 70% of the total outlet space. The rest 30% can be for the
supporting areas. This percentage may differ from operations to operation.
First, it is essential to identify the capacity of an outlet. This can be
calculated with a simple formula based on three factors.
§ Expected
Guest Flow /Potential Covers: This figure can be achieved by doing market study
and competitor analysis.
§ Available
Service Time /Operating Hours: This is outlet opening time for a meal in
minutes.
§ Average Meal
Time: This is the average time taken to consume one meal in the outlet. This is
decided based on the type of operations and the menu offered.
By applying
the above figures into formulas, we can calculate the required cover capacity
for an outlet.
Available
service Time = XYZ (Possible
Turnovers)
Average Meal Time
Expected
Covers =
Minimum covers required
XYZ
The above formula can be
easily understood with the following example:
Expected
covers = 180
0 0
Available service time =
120 minutes (2 hours)
Average meal time = 30
minutes
120/30 = 4
4 is the count of
possible turnovers
180/4 = 45
So, the minimum covers
required are 45. You can add some overflow covers and make it a 50-cover
seating arrangement.
A standard table of 4 covers occupies 8 x 8 ft
, (i.e., 64 sq. ft. area, which included the space occupied by the chairs and
the moving aisle). The same is illustrated in Fig.41.2.
The above figure
translates that on an average one cover requires 16 sq. ft. area.
For the above 50-cover
seating arrangement the area requirement is 50x 16 = 800sq. ft. But this 800
sq. ft. is the space required only for the seating arrangement and moving
aisle. To accommodate the required space for other areas such as side stations,
buffet (if applicable), and guest waiting area, 25 per cent space should be
added.
That will make it 800+200
= 1000 sq. ft. (total guest area).
As discussed earlier,
guest areas are 70 percent of the total area . This translates that 1000sq.ft.
is 70 per cent and the rest 30 per cent is the supporting area.
The supporting areas is 428 sq. ft.
The guest area is 1000
sq. ft.
The total area required
to establish a 50 – cover outlet is 1428 sq.ft. (approx)*.This is for basic
understanding.
Other factors that affect the space calculation are as
follows:
Type
of operation
Service
design
Service
stations and billing points
Back
area and storing area
Kitchen
location nteriors and décor
THE STAFF REQUIREMENT CALCULATION
The staff number and
organization of an outlet depends on its type and size. The service design and
the standards to be maintained determine the skill levels of the staff. But the number is always in relation to the
number of covers to be served. This is also known as “staff ratio”.
*The calculation is only
for basic understanding
Points to keep in mind
whole staffing an outlet are as follows:
Kitchen
efficiency
Service
design and its complexity
Equipment
and modern techniques used
The staff requirement for
an existing outlet can be calculated by the formula given below:
Total
covers forecast per shift = Number
of staff required Average productivity per shift
Total
Covers Forecast: This figure can be achieved by analyzing the past sales
records or the guest flow reports. This number may not be accurate all the
time. But with experience and practice, we can predict a very close to actual
figure.
Average Productivity:
This can be measured by analyzing sales per waiter over a given period of time
or a shift. The other commonly practiced method is to calculate the covers
served by a waiter over a period of time.
Total covers served in a shift = Average productivity per shift Number of waiters in a shift
The above formula might
not be effective for a new outlet and fresh requirement. The reason is that the
average productivity cannot be calculated for a newly established outlet. So,
the best way to conclude on staff requirement is to follow the standard
guidelines.
The general guideline for
speciality restaurant is, for every 30 covers, tow stewards and one supervisor are
required, again these numbers are greatly influenced by the complexity of the
service design.
A 50- cover coffee shop
operation requires only three stewards and one supervisor per shift. Because
the services offered here are more casual and less staff members are required
per shift. The objectives of a service professional while staffing are as
follows:
To
minimize the staffing as low as possible.
To
maintain restaurant standard high.
Minimizing
the staff turnover by providing better work area.
To
maintain a friendly and cooperative attitude among all the staff members.
SEATING
ARRANGEMENTS
The way with which
seating area is organized makes a lot of difference to the guest experience.
Various seating patterns and styles not only give a better look to the
restaurant but also provide different comfort levels to the guests. The main
objectives of discussion about the seating arrangements are as follows:
Providing
maximum comfort to the guest.
Giving
enough moving space to the staff and the guests.
Creating
a great ambience.
For
maximum utilization of space.
The above objectives can
be achieved only by proper planning of seating arrangements. These are a few
points to be considered to get a perfect and suitable seating plan for a
particular outlet.
More moving space can be
achieved by arranging tables and chairs diagonal to the walls (see fiq)
Elevated seating sections in large restaurants, add more value to the ambience.
Glass partitions, screens, and alcoves between two
adjacent tables give intimate dining experience to both the parties. They also
save a lot of space.
Avoid
having side stations in the centre of the seating arrangement unless there are
pillars.
Arrangement
of sofa seating and individual chairs can give a choice to the guests. t is
advisable to have few larger tables or round tables for groups and families.
SELECTION
AND PLANNING OF EQUIPMENTS
The equipment used in
food and beverage outlets can be categorized into ‘heavy-duty’ and ‘light-duty’
equipment. As the name refers, the heavy-duty equipment is too heavy to move
and shift. Working tables, refrigerators, bain-marie, deep freezers, food
cabinets, and trolleys usually come under this category. On the other hand, the
light duty equipment is smaller in size and easy to carry. Trays, crockery,
cutlery glassware, and flatware come under this category.
Heavy –duty
equipment: These are large in size and
difficult to move around. So , a great care must be taken while planning to
purchase and locating them. Once the heavy equipment is located or fixed, it is
difficult to shift it. So, identifying the correct locations for the first time
is very important. As the heavy-duty equipment is expensive therefore, it is
necessary to check its durability and life warranty.
Light-duty Equipment:
This category mainly consists of crockery, glassware, cutlery, and linen. As
these are small in size, there is a lot of probability of misuse and pilferage.
So, a great care must be taken when selecting and deciding on stock levels.
Factors to be considered while
purchasing Equipment
The purchase should
reduce the labour cost.
The equipment should make
monotonous jobs quicker and easier.
It should look attractive
and clean in guest areas
It should have long durability for better value for
money;
The equipment should be easy to operate and
maintain.
It should increase the
production and service standards.
It must be of multiple uses.
It should fit in the available space.
Most importantly, the
equipment should be energy efficient.
Calculating Quantities of Equipment
Required
One of the major
purchases for any establishment is equipment. This may consist of heave-duty or
light- duty equipment such as cutlery, crockery, and glassware. Great care must
be taken when deciding stock levels, because major portion of investment is
spent on the equipment. Usually, these service equipments are maintained in
‘par inventory levels.’ If equipments are overstocked, the cash flow and
storage place are blocked and chances of pilferage and theft are increased. On
the other hand, if the stock is insufficient, then you may need to compromise
on service standards and procedures. This leads to guest dissatisfaction, and
ultimately losses in business.
The restaurant manager is
responsible for setting up the par stock levels based on the operations and
frequency of usage. They also decided on how low the par stock should be before
placing the next purchase order. Stock levels vary based on dishwashing
procedures and on-site laundry. The following guidelines help deciding on par
stock levels. When operating a number of outlets the patterns and designs of
equipment need to be considered. If there are different patterns for each
outlet it gives a unique identity to each operation. But it creates sorting
problems at common dishwashing. It is also expensive to maintain different
stocks separately.
Chinaware : The stock should permit one complete set in the
restaurant, one in process (i.e., in washing and kitchen), and one in reserve
(still room). Thus, it is advisable to have three par levels for the chinaware.
But for items such as B&B plates and under liners, which are used more
frequently in large numbers, need to have and extra par.
Glassware: As a rule of thumb, hotels maintain three par stock
levels for each variety of glassware, But for few exceptions such as frequently
used wine glasses and water goblets, an extra par needs to be maintained. This
stock level may vary based on many factors for example, the ‘lead time’ or
‘waiting time’ for specific logo glassware and breakage rate in the property
etc.
Steel or
silverware: The general three par
levels may alter for specially embossed flatware because of the ‘lead time’. It
also depends on the theft and loss rates of the property. An onsite burnishing
machine can help reduce stock levels of the silverware.
Linen: Linen is of two types in food and beverage
organizations. One is ‘table linen’ and second is ‘uniforms. Table linen
includes tablecloth, slip cloths, and napkins. Minimum par stock for the table
linen is three times. But it varies based on the cover turnover and busy
operations. Normally, high turnover outlets need to maintain four stock levels.
The cleanliness of staff and their uniforms speak about the hygiene levels of
the outlet. The uniforms should be issued in three sets. With this plan an
employee can wear one, store another for the next shift, and launder the third.
Quality and purchase Specifications
of Different tableware
In many hotels, an
executive committee comprising the heads of the departments and the general
manager makes a decision about the quality and quantity of equipment. Once the
decision is taken, a great deal of research has to be made about the product
and suppliers by the purchase department. This is done by studying brochures of
different brands, talking with sales representatives, and reviewing samples.
Then the purchase department requests for price quotations and makes a
comparative statement for lower costs. Some amount of negotiation is required
before placing the order. Once order has been placed, the same information is filed
in purchase record books. The information is useful when the products are
received for verification. Standard specifications are made based on following
points:
Budget
Type
of operation
Compatibility
with the theme
Quantity
required
Storage space
Chinaware: It is reported
that 70-80 per cent of breakage occurs in the dishwashing area. So, commercial
quality crockery is advisable which is resistant to chipping, cracking and
scratches. Often heavy or thick china is used in fast – food outlets. Heavy crockery
may hold heat efficiently, but is vulnerable to breakages. Moreover, it looks
awkward and needs more storing space. For class-one restaurants, thin and
glossy finished crockery is recommended.
Chinaware can be
purchased from domestic or foreign suppliers. Whatever may be the case, the
lead time must be considered while placing orders. In some establishments,
management may decide to have logo-printed chinaware or special-pattern
chinaware. In this case, purchase specifications need to mention clearly. As a
quality and professional matter, high-quality crockery should never be mixed
with low-quality glassware or cutlery. Usually, different patterns are also not
mixed together in the same outlet.
Glassware: Managers must
consider a lot of factors before placing on order for the glassware. The
glassware must march with the theme of the outlet. Price must be within the
range of allotted budget. Open or general stock glassware is less expensive
than the custom-made stock. Rolling edges and rims on glasses reduce cracking
and chipping. Stemmed glasses look attractive, but are more susceptible to
breakages. Cleaning and storing procedures need to be addressed before placing
an order. Breakage ratio and lead time are important points to be considered.
Steel or silverware: The true silverware is highly expensive and difficult to
maintain. Some of the elegant hotels use silver-plated cutlery and flatware.
This type of cutlery is also called ’hotel plated’ or ‘electroplated nickel silver
(EPNS).’ This type of flatware gives elegant and royal look to the restaurant
décor. But EPNs items need to be plated very often. If the establishment has
in-house ‘plating plant’ and ‘burnishing machine’, it reduces the maintenance
costs and also increases the durability of the equipment.
Nowadays, most of the
establishments are opting for ‘stainless steel’ flatware because of its low
maintenance costs. Stainless steel cutlery can be made to any purpose, any
shape and style. As the name indicated they are stain proof and resistant to
rust. It is also difficult to bend and break. Another advantage of the
stainless steel cutlery is that it is most cost effective and widely available.
It can be made in different varieties such as glossy finish, dull finish, or
matte finish to suit the outlet theme. The controlling of cutlery stock is a
difficult task and should involve strict procedures. Only the number of stock
that is required for operations should be issued.
Linen: One must consider
the comfort and quality of fabric while selecting for table linen. A moderately
thick and absorbent cotton material is recommended for table linen. Maintenance
of linen is an expensive match with the theme and décor.
A sample format of purchase specifications is shown in Fig. below.
PLANNING
THE INTERIORS OF AN OUTLET
The total dining
experience comprises not only food and beverage served but also the atmosphere
created. Ambience or interiors of a restaurant play a major role in attracting
and keeping the business. The major elements of interiors are (a) décor, (b)
lighting, (c) colour, and (d) furniture. We will be discussing about these four
elements individually.
Décor
Décor means decoration of
the place .It mainly consists of fixtures, fittings, picture frames, paintings
and other artifacts. By changing the décor, we can change the ambience of a
restaurant. While creating a perfect décor, managers should not neglect operations.
The décor should not interrupt the smooth operations. Decorative items should
be of commercial quality to withstand wear and tear. They must be easy to clean
and hygienic. Another major point to consider is safety. Some common safety
issues are listed below:
Smooth
and slippery floor in the outlet looks very elegant and shiny. But it leads to
many accidents.
Exposed
rough or sharp edges of tables and chairs can hurt people in the operations.
Splinters
and nails of tables and chairs can hurt guests.
Unmarked
glass doors can lead to accidents.
Steps
must be railed and lighted to avoid tripping-over.
Hanging
decorations or low ceilings must be marked.
Emergency
exists should not be blocked with decorative items.
The above given factors
should be considered while designing the décor of an outlet.
Pictures or wall hangings
and other decorative items need to use with great care to portray a particular
theme. For example, a nautical or marine theme can be achieved by placing
various ship models, paintings of anchors, fishing nets, wall hanging buoys,
and shells. These items can be located based on the space available and the
colour contrast.
0 0
Lighting
Modern designers are
showing interest in using a variety of lighting and light sources. A wide range
of effects can be created by contrasting different lights. Lighting in food and
beverage outlets is mainly categorized into two kinds.
Functional lighting: This kind of lighting is required
for operation in the back area and kitchen. It is also required on tables to
enable the guest to read the menu and see the food and beverage presentation.
This kind of lighting amounts as much as 75 per cent of the total restaurant
lighting. Functional lighting is more common on tables, at buffet counters,
display articles, and on the pictures and paintings.
Decorative lighting: This kind of lighting is used to
create ambience and décor. It is a part of decoration. This included wall
bracket lamps, serial lamps, and picture focus lamps etc.
To create a correct a correct ambience with correct
illumination, one should use different types of lightings in the correct
combination. There are two main types of lightings used in food and beverage
establishments. They are incandescent lights and fluorescent lights.
Incandescent lighting is warm and inviting. But these
lights are less energy efficient to operate. And the yellow hue of the bulbs
may change the natural colour of the food items. Fluorescent lighting is known
for the lower operating cost. Natural colours are not shaded by the white
light. But it is often criticized for its pale, dull, and lifeless
illumination. Therefore, it is advisable to use a combination of both the
lights in balance to create a warm, romantic, and bright atmosphere. Many
experts recommend 70 percent of fluorescent and 30 per cent of incandescent
light in the total lighting system. This gives a mood of enjoying the meal and
a pleasant, natural appearance to the food items. Expert restaurant designers
use tips from ‘psychology of lighting’ in developing lighting system for a
restaurant. Below are a few tips on creating a correct lighting system:
-
Brighter or strong
lighting is not comfortable to eyes, thus gives a message of ‘eat quickly and
leave.’
-
Soft lighting creates a
mood of ‘relax and dine at leisure.’
-
Sparkles enhance the
appetite and encourage conversation.
-
Spotlights on seating
areas should be avoided. Guests should be surrounded with light rather than
spotting them.
-
Candles between people draw them together.
-
Direct lighting to be
countered with soft lighting.
To keep the desired mood
and effect of lighting, dimming systems are widely used around the world. In modern days most of the speciality outlets
are opting for semi-automatic or fully automatic dimmer systems. These
automatic dimmer systems are preset with different combinations of lighting. By
just selecting any one mode of lighting on the dimmer system, the combination
can be changed between dim and romantic mood for dinner, and bright and
cheerful mood for lunch.
Colour
The colours used in
dining areas obviously affect the atmosphere. Designers follow a wide range of
rules while selecting colours. A great care must be taken while choosing the
right colour, since food and colour are closely associated. The colour scheme
used must reflect the character of the restaurant. Usually, white , cream,
beige, blue, and yellow are the mostly used colours in food and beverage
establishments. A combination of different colours can be used to balance and
to create the desired effect. Colours also affect the mood of the guests. It is
observed that cool colours such as light green, blue, and violet give a relaxed
dining experience. In contrast, war5m colours such as yellow, red and orange
will stimulate activity; thus, encourage fast table turnover.
Colours also have and
impact on the room size. A small room can be showcased as a large room by
painting it with some bright colours. Similarly, a large area can be painted
with a dark colour to give a more intimate feel.
Furniture
The dining room furniture is available in wide
variety, and it can fit in any atmosphere and décor if selected properly. A
great care must be taken while selecting furniture because it is an expensive
decision. The cost of furniture makes nearly 50 percent of the total initial
investment.
The next important factor
to be considered is ‘comfort’ of the guests. Heavily cushioned furniture gives
a sinking feeling and is not comfortable while dining. Hard surfaces are also
not suitable for long sitting and relaxed meal. Furniture should not occupy too
much of space. Professionals should consider the table size requirements,
compatibility with the theme, and materials used for the furniture.
Wood is the most commonly
used material for the dining room furniture. Various types of woods are used to
suit the décor and theme. Wood is most preferred because it is strong, rigid,
stylish, and able to resist wear and tear. Metals such as aluminum, steel, and
brass and other materials such as plastic, vinyl, and fibre glass re also used
in modern days to create attractive and contemporary furniture. Selected
furniture must support the type of operations, keeping the guest comfort in
mind.
PLANNING
MENU FOR AN OUTLET
For many outlets, menu is
their unique selling point. A properly planned menu can change an outlet’s
balance sheet form negative to positive. A food and beverage outlet primarily
offers its menu and then services. That is the reason a menu plays an important
role in the success of the outlet. A great deal of discussion is required
before coming to a conclusion on menu. The past guest suggestions and potential
guest advises are to be taken into consideration. There are a few points that
need to be considered while compiling menu for an outlet.
§
Identifying the
market segment that is to be targeted helps in menu planning. This gives
clarity on the class of clientele to be catered.
§
A study of price
levels accepted in the market helps in deciding the prices.
§
One should
consider the type of menu to be offered. It can be an a la carte, a table
d’hote, or a buffet menu.
§
Nutritional
balance of the menu is appreciated.
§
The dishes in the
menu should march with the desired food cost levels.
§
A menu should
reflect the theme of the restaurant.
§
Availability of
equipment and staff should be considered.
§
If it is a table
d’hote menu, the time available to serve has to be kept in mind.
§
A menu should be
compatible to the theme and style.
§
Competition
analysis is mandatory for success. It gives a chance to stand different from
the competitors.
§
Some local specialties
should be included in the menu to increase the number of visitors.
§
Mix of high-priced
and low-priced dishes gives better profit margins. Similarly, popular and
non-popular dishes should also be mixed in the right ratio to get a perfect
menu.
§
Language and font
used should be easy to understand.
§
Religious and
communal factors also effect the menu compilations.
Menu
Content
The menu should be
compiled in a way that is easily understandable to everyone. It should be
written in simple English and in clear font. The font size must be selected
keeping the average human eye sight in mind the main information that any menu
should have is the ‘name of the dish, ’its description in simple language’, and
‘price per portion.’ Some menus also provide serving-time information. The menu
must promote, advertise, and inform. It should focus the character of the
restaurant. An English breakfast can be pronounced like ‘two farm fresh eggs of
your choice served with grilled sausages, crispy bacon, fluffy mashed potatoes,
and grilled tomato’ to make it more appetizing and attractive to the guest. It
is always advisable to group the similar items together for easy access. The
common way of grouping menu items is listing under course wise heading. For
example.
Appetizers -
Main dishes or fillers - Deserts
Soups -
Staples
- cheese
Entrees -
Vegetables - Beverages
It is said that the
appetite lies in the eyes and not in the stomach. The dishes in a menu must
have gastronomical balance. The menu balance is also important for its
popularization.
Dishes in a menu should be
balanced based on the following aspects:
Colour - Type of cooking
Texture - Nutritional balance
Flavour
Menu
display
Menu is displayed in
different ways depending on the dining room operations. The whole idea is to convey the message of
the menu and give a clear information about the offerings. The following are a
few examples:
A
handwritten menu on a board or on a window glass is more suitable for casual
atmosphere, and it is cheap and easy to change. Mostly used for dish-of-the day
display.
A
Place mat menu is printed on cover mats or place mats for convenient reading.
It is mostly used in busy restaurants to save on menu –presenting time.
An
overhead menu is displayed over the service counter illuminated from behind.
This can be easily read by the guest for placing his/her order. Mostly used in
the self-service restaurants.
A
desktop printed menu is easy to print in the premises itself. With the
technological development, a menu can be printed in different colours and
designs as and when required. These menus can be printed in different colours
and designs as and when required. These menus can be displayed as tent cards,
or laminated sheets, or leaflets in a folder.
Menu
layout
A
layout is very important while printing a menu. One should understand the
‘prime space’ and ‘dead spots’ on a menu while printing. The layout of a menu
is based on how a human eye travels through a page. It is advisable to print
those dishes in the prime space that require attention. Always avoid using dead
spots. The location of the dead spots and prime spaces differs from
single-sheet menus to double-sheet menus. To get a better idea about a menu
layout see the figure.
CONSTRAINTS
IN MENU PLANNING
Planning
a perfect menu is always a challenging job. It is more than just printing some
dishes together with a nice cover. There are many hurdles to overcome before
concluding on a suitable menu. Some of the constraints are as follows:
Maintaining a desired
food cost at all times.
All the dishes in the
menu are not compatible with the theme.
Non-availability of
equipment and raw materials.
Low shelf life of raw
materials that are not available locally.
Non-compatibility with
the service design.
Unskilled staff to
produce all the menu dishes.
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