Managing & B Business Operation Discussion 2022

Running head: MANAGING F & B BUSINESS OPERATIONS
Name of the Student
Name of the University
Author Note

1MANAGING F & B BUSINESS OPERATIONS
Table of Contents
Discussion..................................................................................................................................2
Activity 1- Demonstrating Food and Beverage Industry knowledge.....................................2
Different types of business that can be found in Heathrow Airport..................................2
The different rating systems used nationally and internationally in the F&B industry.....3
Current and Future Trends.................................................................................................4
Activity 2 analysing Customer Motivations and Behaviour......................................................5
What factors influence consumers’ decisions in choosing an F&B outlet?.......................5
What strategies do different F&B outlets use to attract customers?..................................6
What is your evaluation of the influence of digital technology on consumer buying
behaviour?..........................................................................................................................7
How do F&B outlets build a loyal customer base?............................................................7
Evaluation of the effectiveness of the strategies used by different food and beverage
outlets to attract and build a loyal customer base?.............................................................8
Activity-3 Evaluating ways to use Technology.........................................................................8
Compare and contrast the different operational and marketing technology..........................8
How digital technology is used to improve operational efficiency......................................10
Activity 4..................................................................................................................................11
References................................................................................................................................15

2MANAGING F & B BUSINESS OPERATIONS
Discussion
Activity 1- Demonstrating Food and Beverage Industry knowledge
Different types of business that can be found in Heathrow Airport
 Ca’puccino ( Offering authentic Italian coffee and regional Italian dishes)
 Caffe Nero ( Providing finest Italian coffee)
 Carluccio’s ( Restaurant, mainly offering freshly made pasta, salads main dishes)
 Caviar House & Prunier Seafood Bar ( Producer of the world’s best Prunier caviar
and Balik smoked Salmon)
 Caviar House Oyster Bar (Provides finest Prunier caviar)
 Costa ( Costa is officially coffee shop, they also provides Hot chocolates, teas Chilled
food drinks, Pasta salad and custard cream)
 EAT (Serving seasonal recipes like- Homemade soups, salads, sandwiches,
handcrafted coffee and many more)
 Fortnum & Mason Bar ( offering various types of wine, beer, soft drinks, tea, coffee,
salads, fish & shellfish, charcuterie, different types of desserts and so on)
 Giraffe Stop ( offering juice, hot dogs, shakes and a coffee bar all in one place)
 Gordon Ramsay plane Food (Provides a number of dining option for visitors. The
menu combines Asian and European dishes such as- Quinoa salad with hazelnuts,
roasted Atlantic cod, miso, butter chicken curry and many more. They also provide
separate cocktail bar)
 Itsu ( provides high nutrients, refreshing low calories and low saturated fat-containing
foods)
 La salle (Combining classic French cooking and a great range of wines, beers and
cocktails)

3MANAGING F & B BUSINESS OPERATIONS
 Leon ( offering fresh ingredients breakfast and fast food)
 Pilots Bar & kitchen ( Offers a sapid diverse British menu, including American-style
pancakes, freshly made pastries, eggs benedict, sandwich)
 Pret a Manger ( provides homemade natural foods)
The different rating systems used nationally and internationally in the F&B industry
In the UK, a five-star rating system is generally used by an independent organization. Five-
star is the highest or top rating, and one star is the lowest score. This rating system of food
and beverage outlet or restaurant mainly depend on consumer feedback.
One Star: a one-star rating does not indicate that the restaurant is dirty, rather it indicates the
quality of service comparatively poor in respect to others.
Two-Star: Two-star means the restaurant is typically more affordable
Three Star: Three-star Restaurant ordinarily have some unique facilities and provide quality
service
Four-star: Four-star food and beverage outlets worth a detour, indicating outstanding cuisine
and carefully and skilfully crafted dishes of excellent quality.
Five-star: Five-star rating indicates the food and beverage outlet worth a special journey,
indicating extraordinary cuisine where the quality of food extremely well and provides a
luxurious atmosphere, attractive interior decoration.
F & B industry in Heathrow Airport Star Rating
Ca'puccino 3
Oyster Bar 5
Costa 3.5

4MANAGING F & B BUSINESS OPERATIONS
Current and Future Trends
Due to the current financial breakdown, Customers are trying to save money. Most of the
customers are purchasing foods that are general and preparing their own meals, without
going out to eat. This is leading food-processing enterprises towards product innovation to
reduce the cost of goods sold, attract more consumer and raise their revenue.
Nowadays people are health conscious. The greater amount of obesity has a detrimental
impact on the F & B industry (Huang et al. 2017). The demand for healthy foods gradually
increases. Both the two factors have caused organisations to release low calorie contain foods
(Sylvetsky and Rother 2016). Organisations want to present itself as a healthy brand for
which they are promoting activities, like more nutritious, Youth sports that show a healthy
image. Rising costs of production are a significant factor to food and beverage industry. Since
price of commodity went up in the previous year, food organisations have had to rise price of
the final product as well. With economic breakdown, customers were less likely to purchase
higher prices outside foods. Unfortunately, the price of the commodity has been decreasing in
the last few years, which forecasts a lower price for the foods in these F & B industry is to
come.
Presently, the F & B industry has observe its business revenue decrease. However, because of
falling price of commodities, the profits should rise in the upcoming years. Food is essential
part of our life and it will always be needed. So, the demand of this industry always same. In
addition, brand and corporate reputation are expected to become increasingly important. In
the present scenario of increasing rivalry, the food companies can achieve comparative
advantage through their brand recognition. Nowadays customers are concentrated on the

5MANAGING F & B BUSINESS OPERATIONS
brand image and reputation of the company with respect to quality of the foods. Raised
innovation in the F & B organizations will need to newer, health-conscious foods and lower
manufacturing cost both of which should increase its market revenue. (Buzztime, 2019).
Activity 2 analysing Customer Motivations and Behaviour
What factors influence consumers’ decisions in choosing an F&B outlet?
The food and beverage outlet consumers are usually composed of individuals from the
various social and economic background and cultures, so they have different choices and
preference (Duarte et al. 2013). They tend to use different criteria in choosing food and
beverage outlet. Brand image and popularity is one of the important factors determining
customer purchasing decision and subsequent behaviour. People who are more involved in
leisure activity generally preferred that food and beverage outlet which has good brand
identity and popular brand image. Price and food quality is another factor influencing
customers’ outlet selection behaviour. Restaurants repeatedly develop new items and offer a
selection of various menu items to increase consumer frequency. Therefore, price, food taste
and quality of food also a crucial factor for customer outlet selection process (Huang et al.
2014). Sometimes physical environment of the outlet such as outlets atmosphere, decor,
lighting, furniture and other services can have a significant impact on customer restaurant
selection behaviour.
What strategies do different F&B outlets use to attract customers?
Cause Marketing
Cause marketing strategy is getting more face time, as more and more customers are
integrating social responsibility in their buying decisions (Cleverism, 2019). Brands, which
prove themselves socially responsible, are likely to catch customer’s attention and establish
brand popularity, awareness and loyalty.

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Digital marketing
Nowadays the number of internet users gradually increases and they spent maximum time on
the internet. So digital advertisement is one of the best strategies to attract new customers.
With the help of digital marketing, campaign F & B industry promoting their products and
services through internet. This endorsement improving brand awareness and brand image
through social media and encouraging more customer to try their product and services
(Schivinski and Dabrowski 2016).
Event Marketing
Event marketing consists of the execution and development of a promotional campaign that is
closely linked to a special event or occasion. This marketing strategy is most useful for
attracting and retaining customers, building brand loyalty and lasting relationships (POS
Sector, 2019).
Special Discount to attract customer
In order to attract customers, F & B Company must provide a discount. The certain amount of
discount is sufficient to attract the targeted group of consumers (Khan, Hussain and Yaqoob
2013). Suppose – a food and beverage company offers – two-plate pasta for the price of one,
which is a very significant way of attracting customers.
What is your evaluation of the influence of digital technology on consumer buying
behaviour?
The mind of the customer and their decision is difficult to determine. Customer buying
behaviour is influenced by various factors. Digital technology is one of them. The majority of
the peoples today are well informed and always active online. With digital technologies, the

7MANAGING F & B BUSINESS OPERATIONS
customer is exposed to better and diverse source of information. In the past a company set
their times that they were open for business and consumer had to put up with it. Nowadays
technology is totally changed that scenario, with the help of mobile phone and e-commerce
consumer can access products at any time and they get a lot of information about.
Accessibility is another significant advantage of having an online website. For many of the
customers, e-business becomes extremely popular and preferred way of purchasing.
Customers enjoy online purchasing due to its easiness and many service providers are
available in the market who provides home delivery food services through internet.
Therefore, digital improvement plays a big role on customer buying behaviour.
How do F&B outlets build a loyal customer base?
F & B Company invest a lot of money in their advertising and social media promotion.
Which influences the customer. When a customer visits a restaurant, they will most likely
have formed expectations, which is based on information and reviews on the website. Thus
advertising and social media promotion, build trust and boosts the loyalty of the customer.
The food and beverage outlets also get involved in local community because customer loves
business, which cares about their communities (Yoo and Bai 2013). Therefore, participating
in local events can help to build a loyal customer base. Some F & B company use analytic
software programme to track consumer purchasing activity and they provide card base offer
and discount. Card base loyalty initiatives are used by some food and beverage company to
lure consumer with promises of certain amount discount or reward for repeat purchase. In
these several ways, food and Beverage Company create a loyal customer base.
Evaluation of the effectiveness of the strategies used by different F & B outlets to attract
customer and build a loyal customer base?
To attract new customer many food and beverage company chose social media and digital
platform for their promotion and advertisement. Nowadays the number of internet users

8MANAGING F & B BUSINESS OPERATIONS
gradually increases and people spent maximum time on the internet. Thus, promotion through
the internet is very helpful to attract new customer. Sometimes restaurants provide a big
amount of discount on occasion or festive session. New Year event, sports event, Valentine’s
Day and holiday parties all of these events are perfect opportunities for any food and
beverage company to take advantage of. Therefore, digital promotion and attractive offer are
crucial to attract new customer and to build a loyal customer base.
Activity-3 Evaluating ways to use Technology
Compare and contrast the different operational and marketing technology
Operational and
marketing technologies
Restaurant Coffee-shop Bar
Online ordering Many restaurants
create their own app
for online food
delivery
Few specific coffee
shops provide this
facility
Such types of the facility are
not available in Bar
Digital POS system Most of the
restaurant adopt
POS machine for
payment purpose.
So, customer can
browse digital menu,
place order and pay
themselves
Also, adopt this
facility
Also, adopt this facility

9MANAGING F & B BUSINESS OPERATIONS
Website and social media A website makes it
easy for the
consumer to find out
restaurant
information, menu,
hours, customer
reviews and location
Same facility
available
Same facility available
Inventory software Running out the
menu or other
essential materials
makes for a bad
consumer
experience. In this
process,
organization can
track their stock.
Also, adopt this
facility
Some bars may adopt this
facility
How digital technology is used to improve operational efficiency
The demand for online service for food ordering technologies is growing with customers.
With online ordering, people can easily browse and order food and drinks over the phone
(Buzztime, 2019). It is very time consuming and easiest process. F & B companies accept
various payment type. A merchant processor and POs machine can be used to charge any

10MANAGING F & B BUSINESS OPERATIONS
debit or credit card. Many restaurant, hotels and Bar use payroll software to measure
employees duty hours, wages etc. A website provides a lot of information and it is one of the
best promotional tool for any food and beverage organisation. Website also creates a good
brand image. Thus, technological improvement play a significant role in modern F & B
business.

11MANAGING F & B BUSINESS OPERATIONS
Activity 4
Professional Food & Beverage service Standard: Checklist and Questionnaire Form
Food Service Skills:
1) What are five skills that an effective Restaurant supervisor or Restaurant Manager must
have in order to run an effective business?
1) The capability to work independently
2) The ability to remain calm under pressure
3) Effective business skills and knowledge of customer patterns and trends
4) The ability to evaluate financial reports, analyse financial data and understand basic financial
concepts
5) Good interpersonal communication skills and problem solving ability.
2) What are 5 important skills for maintaining standards and projecting a professional image in
the F&D industry?
1) Price consistency
2) Maintaining good quality
3) Regular advertisement
4) Providing additional profix to the customer
5) Proper sponsorship
Beverage Service Skills:
1) What are three different types of beverage service encounters?
a) Remote encounter- it occurs when customer taking any types of drinks through vendor
machine or through automated dial-in ordering.
b) Phone encounter- it occurs when customer and organisation occurs over telephone
c) Face to face encounter- In a restaurant, face–to–face encounters occurs between
consumer and receptionist, food and beverage servers and others.

12MANAGING F & B BUSINESS OPERATIONS
2) What are three pre-service and three post-service duties?
Pre-service
a) Keeping the entire place clean and tidy
b) Making the customer comfortable as soon he/ she enter
c) Creating a good ambience through lighting, good music
Post-service
a) Taking feedback from customer
b) Making sure that the customer visit again provide a discount coupon for the second visit
Equipment Management Skills:
1) How should equipment be cleaned and maintained pre- and post- service?
In an industry which integrally focuses upon food and beverages, it is of at most importance to maintain a
higher standard of hygiene (Lelieveld, Holah and Napper 2014). Food and beverage industry, therefore,
needs to put a greater emphasis on keeping the equipment and regularly used utensils properly clean. For
the equipment’s they should be serviced on a regular basis so that the food produced stands on all the
parameters of health. Utensils must be sterilised before preparing meals. Anti-bacterial soaps and
detergents should be used for cleaning them.
2) Why is it important that the equipment should be cleaned and maintained?
Food and beverage industry is extremely sensitive when scaled regarding the health of individuals (Goode
et al.2013). Therefore it is important that the above mentioned industry puts a huge effort to keep the
health and hygiene of the food produced at the highest possible level. A greater amount of preservatives
should not be used in pact food and beverage as it negatively affects human body. If the equipment is

13MANAGING F & B BUSINESS OPERATIONS
regularly maintained pre and post usage it will not only increase the longevity but also provide hygiene.
Equipment cleanness is important because-
 To diminish the risks from food hazards
 To sustain the product shelf life
 To present a clean and hygienic visual image
 To develop safe working environments for contractors, staffs and visitors.
 To comply with international and local legislation to ensure customer safety and eliminate legal
issues.
Legal and Regulatory Requirements:
1) What are the legal requirements and regulatory standards in connection with the cleaning
and maintenance of equipment that Food & Beverage service outlets must comply with?
Cleanliness of equipment and their ability to kept clean is a significant part of the regulation (EC) No.
852/2004. The legal requirements are –
 Correct arrangement and design of premises and workflows to allow separation of raw material
and ready-to-eat food.
 Separate storage area for a raw and cooked product, equipment and cleaning detergent or
chemical.
 Separate equipment and preparation area for raw and cooked product
 Materials used must be smooth, non-toxic, non-porous with no cracks and able to withstand heat
and chemicals (Lelieveld, Holah and Gabric 2016).
 Removal of waste and dirt to reduce the risk of pest infestation
 Food preparation, processing room, floors, doors, walls, equipment surface, special that particular
item that contact with food and other refuse containers re easy to disinfect
 Equipment should enable to separate and the area should be marked by colour coding.

14MANAGING F & B BUSINESS OPERATIONS
2) What are some of the other the legal requirements and regulatory standards that F & B
service outlets must comply with?
The food safety act 1990 provides the legislation and legal requirements that are -
 The F & B businesses do not comprise anything in food which is damaged
 The F & B business serve or sell is of the quality which customer would expect
 The food must be labelled, presented and advertised in a proper way that is not false or
misleading.
References
Buzztime. (2019). 9 Must-Have Restaurant Technologies That Improve Business - Buzztime.
[online] Available at: https://www.buzztime.com/business/blog/top-restaurant-technologies/
[Accessed 31 Aug. 2019].
Buzztime. (2019). 9 Must-Have Restaurant Technologies That Improve Business - Buzztime.
[online] Available at: https://www.buzztime.com/business/blog/top-restaurant-technologies/
[Accessed 31 Aug. 2019].
Cleverism. (2019). Types of Marketing Strategies that Attract Customers. [online] Available
at: https://www.cleverism.com/types-marketing-strategies-attract-customers/ [Accessed 31
Aug. 2019].

15MANAGING F & B BUSINESS OPERATIONS
Davis, B., Lockwood, A., Alcott, P. and Pantelidis, I.S., 2018. Food and beverage
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