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Image by Bimo Luki
Image by Марьян Блан

 The most important part of the role is developing fantastic ‘hospitality’ skills and knowledge such as recognising customer needs and knowing how to match them to the products and services

A hospitality team member can work in a range of establishments, for example bars, restaurants, cafés, conference centres, banqueting venues, hotels or contract caterers.

The role is very varied and although hospitality team members tend to specialise in an area, they have to be adaptable and ready to support team members across the business, for example during busy periods. 

Specialist areas in hospitality include food and beverage service, serving alcoholic beverages, barista, food preparation, housekeeping, concierge and guest services, reception, reservations and conference and banqueting.

Whether they are eating in a restaurant, drinking cocktails in a bar, ordering room service in a hotel or attending a business conference feels welcomed and looked after.

Grey Seal support Hospitality Team Members to have the knowledge, skills and behaviours to deliver on their responsibilities and personally develop within their role.

They will learn new ideas, theories and methods as well as consolidating existing knowledge and experience. Having this knowledge and with the support of their Trainer, they will have the confidence to put new knowledge into practice.



Level 2 Standard 



UNIT - Customers


  • Recognise customer profiles in hospitality and how customers have different needs

  • Understand the importance of meeting, and where possible, exceeding customer expectations in line with the business / brand standards

  • Understand the importance of receiving and dealing with customer feedback to support the improvement of products and services and provide value for money


  • Use clear and engaging communication to establish a good rapport with customers and ask relevant questions to determine their needs

  • Deliver excellent customer service in line with the business / brand standards with the aim of exceeding customer expectations

  • Check that customers are satisfied with products and services and act on feedback in line with business procedures


  • Use own initiative and have confidence in determining customers’ needs

  • Take an enthusiastic and positive approach to providing excellent customer service

  • Take feedback from customers seriously and actively improve own customer service in line with business / brand standards

UNIT - Business


  • Know the business vision and values, its main competitors, how it fits into the wider hospitality industry and how own area of work contributes to achieving business targets

  • Know how own role can minimise unnecessary financial loss to the business

  • Understand how personal discipline in approach to work, for example time-keeping, attendance, personal appearance, personal presentation and conduct can all have an impact on the business/ brand reputation

  • Know the products / services that are offered by the business, their prices and special offers and how to match them to customers’ needs

  • Know how the business aims to increase its market share and compete against its main competitors, for example its unique selling points, promotions and marketing campaigns

  • Understand how the use of technology can enhance customer service and productivity in hospitality businesses

  • Recognise and understand legislative responsibilities relating to the business and the products and / or services it offers

  • Know how the activities in hospitality businesses can have a negative effect on the environment


  • Understand the importance of using appropriate methods of communication that are suitable for different situations and individuals’ needs in a variety of hospitality contexts

  • Know how to support and influence the team positively, recognising how team members are dependent on each other to meet business objectives

  • Understand how to work with people from a wide range of backgrounds and cultures


  • Understand how to support the supervision of team members for example new and junior employees to assist line manager

Specialist Function

Food and beverage service

Specialist Function

Alcoholic beverage service


(apprentices that specialise in alcoholic beverages select one of the three options)

Specialist Function



  • Perform activities to positively promote business / brand standards and identify opportunities to increase sales and achieve customer loyalty

  • Carefully handle payments, transactions, stock and packaging to minimise unnecessary financial loss

  • Prepare and organise own work for example promptly arriving for shifts, communicating information at team meetings / briefings, following business / brand guidelines and procedures, meeting agreed deadlines

  • Clearly communicate relevant and useful information on products and services based on a clear understanding of customers’ needs

  • Actively promote the unique selling points of the business and special offers available and promotions to customers

  • Use technology appropriately and efficiently in line with company policy in a way that supports customer service and ensure that faults and maintenance issues are reported promptly

  • Comply with legal requirements to avoid risks minimise disruption to the business and to maintain the safety and security of people at all times

  • Work in a way that minimises negative effects on the environment for example by managing wastage in line with business procedures


  • Communicate accurately and effectively with others in line with the business culture to achieve the best result according to the situation

  • Support team members to ensure that the products and services delivered are of a high quality, on time and meet customer expectations in line with business needs

  • Put people at ease in all matters, adapt products and services as necessary, helping them to feel welcome and supported and provide them with information that is relevant to their needs


  • Contribute to meetings and planning shifts, support shift briefings and assist in the monitoring of standards to help ensure quality is maintained


Know the range of food and beverage service styles and standards within different types of hospitality operations; the key features of menu items products and services, and basic food and beverage pairing in line with menu


Know a variety of alcoholic beverages, their basic characteristics, information required for the customer, equipment required to store, prepare and serve them and storage conditions required for optimum quality

Plus specialist knowledge from one of wine service, beer / cask ale or cocktails / mixology b



  • Proactively support the reputation of the business and be aware of how it compares with its competitors

  • Carry out activities with consideration of their cost and value

  • Organise own work and have the confidence to ask for guidance, fully participate in performance reviews and training and act on feedback relating to personal performance

  • Confidently demonstrate a belief in the products / services the business offers

  • Keep up to date with how the business positions itself within the wider hospitality industry

  • Use technology responsibly and take an interest in new developments that relate to own job role

  • Work with integrity in a safe, honest and trustworthy manner putting personal safety and that of others first

  • Demonstrate personal commitment to minimising the negative affect on the environment caused by work activities


  • Take a friendly and outgoing approach and enjoy talking and interacting with others, and communicating according to the business / brand standard

  • Demonstrate pride in own role through a consistently positive and professional approach, and be aware of the impact of personal behaviour within the team

  • Operate in a fair and professional manner


  • Demonstrate the ability and confidence to deputise for the line manager when necessary


Ensure each stage of food and beverage service meets business / brand standard, including, for example, customer arrival, provision of information, promoting menu and other items, taking and processing orders, serving food and drink and taking payments. Food and beverage service must be demonstrated in at least one food service style, such as table service, counter service, room service or conference and banqueting


Plus specialist knowledge from one of wine service, beer / cask ale or cocktails / mixology 


Welcome customers and provide a broad range of relevant information relating to the business. Support an efficient check in / check out service for customers, answer enquiries and take reservations and bookings face to face, on the telephone or on- line. Be the link between visitors, staff and guests

UNIT - People

UNIT - First line supervision / Team leading

Hospitality team members must select from one of the following specialist functions

Know business procedures for delivering reception operations and understand the requirements for processing personal and sensitive data; identify internal customers and their needs and how they feed into the operation. Know the products, facilities and services of the whole business and how to communicate these to customers, staff and visitors

You can also choose to specialise in the following:

  • Concierge and Guest Services

  • House Keeping

  • Reservations

  • Conference and Event Operations 

  • Food Production

  • Barista

  • Reception

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