Food and Beverage Industry Analysis

The assignment provided is a comprehensive analysis of the food and beverage industry, focusing on the effects of intellectual capital, marketing strategies, and consumer behavior. It also examines risk management practices in the industry, including refrigeration control algorithms and external knowledge sourcing. The document reviews various studies and research papers to provide insights into the performance and challenges faced by companies in the sector.

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1 ...................................................................................................................................1
Types of businesses......................................................................................................................1
Different rating systems ..............................................................................................................2
The particular trends, both current and future.............................................................................3
ACTIVITY 2....................................................................................................................................4
Analysis of Customer Motivation and Behaviour in Selecting F&B Outlets..............................4
ACTIVITY 3 ...................................................................................................................................6
Compare and contrast the different operational and marketing technology................................6
Digital technology used in improving operational efficiency .....................................................7
ACTIVITY 4....................................................................................................................................7
Professional Food & Beverage Service Standards: Checklist and Questionnaire Form.............8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Managing food production involves the multiple activities it refers to the management of the
restaurants and food & beverage department they manage the staffs that hoe many raw material
required for preparing the food. Thus, it is important to hospitality industry that they timely
manage their food production in order to reduces the guest queries related to restaurant services.
Therefore, to improve the quality of product department includes development of skills to assure
food quality and processing.
Project report is based on Heathrow Airport Restaurants and Lounges Ltd. Its provide the
best luxuries services to the guest. The report will cover the types of business, current and future
trend and different rating system. Furthermore, report will describe the different foods and
beverage operations by using the technology. Lastly, assessment will cover the customer
motivation and behaviour and professional F&B service standards.
ACTIVITY 1
Types of businesses
Business is the commercial activity, In a business, employee work for enhance the sales
in order earn profit. The main objective of business is that sale the product and services in order
to generate huge profit (Hayati, Andriani and Achmadi, 2019). Hospitality industry is one of the
industry there have many opportunities to establish the different types of business such as
lodging, food and drink service, event planning,
Food and drink service Air line dinning business. Event planning
This is one of the hospitality
business entrepreneurs
establish their business in this
area and achieving the huge
success. Thus, food services
defines that many restaurants
prepare the foods and meals
for the customers in one and
different location. In this
business, the food is orders by
This is the another business of
food and beverage industry as
they serve the best food and
classy menu to the passengers.
In this business, meals and
drinks are incudes in the price
of tickets and all the
passengers are enjoyed the
food and drinks services.
Event planning is most
demanded business in current
scenario. Thus, food and
beverage business organize the
food menu for the guest. This
is the type of catering business,
employees of the business
handle the food service in
different event planning.
Therefore, employees of the
1

the customer at the counter
and the staff of restaurants
deliver this service on the
table.
organization manage the food
budget, making the proper
menu for the guest etc. This is
the best business because it
provides the future growth.
Different rating systems
One star - This star describe that hotel and restaurants only provide the basic accommodation to
the customer as they not deliver the high quality of service to the guest (Abdullah and Othman,
2019). Henceforth, That means the one star services is fulfilled the needs of customer.
Two stars – This restaurant provide some different and additional facilities as compare to the
one star restaurants.
Three stars - This hotel provide unique facilities and quality of services to the customer.
Four stars – These restaurants famous for their interiors and decoration also famous for upscale
quality and extraordinary comfort.
Five stars - A five-star property and restaurants provides the better quality and flawless guest
services to the customer also the art facility attracts the customer towards the restaurants
(Applegate, and Norris, 2019). As five stars business provides some quality of products to the
guest including premium dining options and personalized services to its guests. With no detail
being overlooked, these hotels commonly even provides high-end, luxury services for customers.
Name Area cover Types of rating Methods
The good food guide United kingdom Rating out of 10 Inspection by
correspondents
Hardens United kingdom Rating out of 5 Annual survey
Michelin guide Worldwide 1 to 3 stars Professional inspector
Methods of rating system
Professional inspector – professional inspector analysis the overall performance of the
organization as they analysis the factual and analytical information of the company. Thus, they
also the analysis the food preparation method measuring performance as they serve the quality of
product or not. On the other side, processional inspector determining that organization follow or
2

the applicable lows and regulations. Thus, they also analysis that the policy is suitable or not.
Identifying savings and funds put to better use, sharing best practices or promising approaches,
assessing allegations of fraud, waste, abuse, and mismanagement (Hayati, Andriani and
Achmadi, 2019). Thus, when this all criteria are meet and the performance of food and beverage
business in good so professional inspector gives the rating to the business.
Annual survey
Professional are analysis the performance of business on the basis of annual survey. Thus, they
analyse the performance of business according to the criteria as they analyse that organization
follow all the rules and regulation related to the business This, all the performance are up to the
mark according to the rules and regulation professional gives the ranking to the business on the
basis of performance.
The particular trends, both current and future
Current trends - Current trends is that the demand of online food service is increase day by day
so, it affecting the restaurant business because customer easily order their food by using the
internet. Thus, the demand of online food service market is enhanced which reduce the demand
of restaurants (Applegate, and Norris, 2019). On the other side, consumer are more focus on
their health so they want healthy ingredients in the food like they want more protein in the food
so this is the biggest challenge for the food industry to satisfy the customer. The another trend is
Pop-up retail continues to gain steam as a marketing tactic, customer engagement driver, and
data collection strategy for brands.
Future trends
Sugar reduce technologies - This technology is attracted the number of customer. Thus, F&B
industry is using this technology to reduce the sugar level in their product. This initiative is
attracted the customer because they more prefer to purchase this types of product which suitable
for their health.
Beauty-boosting foods - This is another future trend which affects the food and beverage
industry. Thus, F&b serves the best product to satisfy the customer and they promise to tehir
customer as they deliver the best product which suitable for their skin and cannot harm the skin
and health. Thus, this initiative is provided the beauty benefits to customer and the demand of
product are rise. But unlike other F&B trends based on emerging technology, this one may be
3

mostly based on marketing. As consumer demand spikes, expect more food brands and retailers
to enter the ingestible beauty space.
ACTIVITY 2
Analysis of Customer Motivation and Behaviour in Selecting F&B Outlets.
Customers motivation and behaviour is very important for organisation but it is complex
activity for the business. There are various ways in which a customer decide on which food and
beverage outlet they choose are affordability, taste, group of people they are visiting with,
occasion (Taslim, 2017). These are elements that customers decide to visit the restaurant.
Heathrow Airport Restaurant also analyse these elements that allows customer to take there
services frequently.
Affordability: when selecting the food outlet, customer basically think they if they can
afford the service of restaurant they are selecting or not. Customer income level is the primary
element in the decision making of restaurant.
Taste and Type of Food: Taste also matter great at the time of deciding to visit the
restaurant as it is very important for customers. Taste includes like either customer want to have
dessert, sour, salty, spicy. For example, if they want to have only dessert they will visit the
restaurant which have speciality in dessert. Type of food like Italian, Indian, Chinese also make
the customers to select the restaurant (Till and et.al., 2016).
Group of people: Group of people they are visiting with is also one of the element in
selecting the restaurant. Like with family, couple, friends, business class etc.
There are some factors that influence the customers decisions in choosing F&B outlet which
Heathrow Airport Restaurant are as follows-
Brand Name: The brand name is huge and they way the name of brand sounds as well as
the images it evokes both impact the purchase decision. Heathrow is one of the top brand name
recognised in United Kingdom. Thus, with this name, Heathrow Airport Restaurant can attract
customers to take there services.
Location: location is one of the factor that influence customers select the restaurant.
Some customers want peace full places like restaurants at hill, near the river or pond, highly
dense area etc. and some want restaurant in the city (Perez and Manzano, 2017). So, Heathrow
Airport Restaurant should have to keep in the mind the taste of customers nearby.
4

Culture: Usually, culture is the pay of every society and it is very essential cause of
person want and behaviour. The influence of culture in buying behaviours varies from region to
region, so restaurant have to be very careful in analysing the culture of different people.
Interior and Layouts: In restaurants, interior and layouts influence the customer
decision as it is very important that there must be attractive interiors and furniture.
Use of Advance Technologies: Heathrow Airport Restaurant use advance technologies
to attract the customers or have better behaviour of customer towards the restaurant such as
Robotic Waiters, Tabletop tablets, digitation tables etc.
To attract the customer, Heathrow Airport Restaurant use some strategies to attract the customers
which are as follows-
Offering Free WIFI: this is one of the best strategy that can attract customers for to visit
the restaurant and spend longer time in it. H.A restaurant can also provide wifi facilities to the
customers so that they can raise the customer base (Onyinkwa and Ochiri, 2016).
Schedule Live Music: This also one of the strategy to attract the customers as nowadays
customers loves a little entertainment with dinner or having food. So, H.A restaurant should have
scheduling live music regularly at the restaurant as it bring people in the door.
Online Platform: online platform is now becoming highly popular day by day as people
are not ordering food, checking the restaurant menu and everything from the internet. So,
Heathrow Airport Restaurant should use social media as it is one of the best marketing tools
where customers are hanging out.
Tie Up with delivery food agencies: This is another strategy that is now becoming
popular that deliver food at the doors of the customers. There are various food agencies like Uber
eat, Just Eat, Deliveroo.
Loyal customers are one of the most valuable assert for the company. So, it is crucial to have
loyal customer base (Glavan and et.al., 2018). To build loyal customers, Heathrow Airport
Restaurant will do this following activities which are as follows-
Providing additional Services: This is one of the best way to keep the customers loyal
to the restaurant like discounts offers, shopping vouchers, scratcvh and sniff menus (additional
food by scratching), full cleaning of teeth by dental after having food etc.
5

Change of food: This is also one of the best way to keep the customers loyal as when
food is not like by customers, they will change the food. This will raise the value of the
customers as they feel valued and worth for the restaurant.
The evaluation of the effectiveness of the strategies used by the Heathrow Airport Restaurant is
very important so that they can identify which strategies are giving better result and which are
not. The WIFI strategies provided by the restaurant that raise the spending time of the customers
in the restaurant but on the other side, it also raises the cost of operations because the charges of
WIFI are not small (Slocum and Curtis, 2017). Similarly, scheduling love music work same as
WIFI facility strategy. In addition to this, having online platform raise the customer base of the
company also raise the sales of food items because people are now preferring home delivery of
food. These all strategies also attract customer and keep customers loyal to the restaurant.
Digital technology plays an effective and efficient role to influence the customer for buying
behaviours. Because of social connectivity and communication speed, the integration of
customers and HA restaurant has increased which is one of the best advantage for the company.
Digital technologies has also enhanced the fast delivery to the customers which has change the
behaviour of customers towards Heathrow Airport Restaurant. On the other hand, there are some
negative impact of technologies on the consumer behaviour of Heathrow Airport Restaurant like
Robotic waiters are not able to fulfils those demands which human being can, so it some
technologies have decreases the connectivity of customers (Kristina and Wijaya, 2017).
ACTIVITY 3
Compare and contrast the different operational and marketing technology
Social media marketing - This is one of the best marketing tool that help to attract the large
number of customer. Thus, Heathrow Airport Restaurants and Lounges Ltd can encourage the
local people as they search the website and like the pages so it helps to build strong connection
with customer (Abdullah and Othman, 2019).
Artificial marketing – This is another activity of marketing that helps to organization to
enhance their demand of product as Heathrow Airport Restaurant contract with third party for
advertise their product and services on the internet. Thus, organization share their part of income
6

to the community or agency that leads to generate the huge sales. Thus, this activity helps to
attract the larger number of consumers.
Digital technology used in improving operational efficiency
In Heathrow Airport Restaurants and Lounge Ltd. digital technology help in improving
productivity of doing business in the company. By adopting different technological changes in
the business that help in enhancing growth and improvement in operational activity of business
(Santoro, Vrontis and Pastore, 2017). Technological changes help in providing online services to
clients by reducing wastage of time and provide them better services that help in gaining
different perspective for the future. Data can be transfer easily from one device to another
because digital technology that accelerate increasing trend in business. There are various
strategies that help in developing skills that are required to run business for the future course of
action. With the help digital technology anything can be done in business as this study is based
upon food and beverage industry so consumers can order online through various applications and
enjoyed their meal this is facilitate because of digitization in the world. IT operation plays an
important part for developing different networks through digital technology.
Communication between people will enhance through it as by using different applications
that are run through this transformation in business activities. There are various concept that help
in enhancing various functions that are played in the organization. It is necessary for food and
beverage industry to adopt this technology that help in increasing sales and growth in business
for the future. It also provide flexibility into business operations that are running in the Heathrow
Airport Restaurants and Lounge Ltd. After adoption of digital technology in business that
enhance effective working in the company and provide different perspective for the future.
Through this operational efficiency of business will be improved as new technology will be used
in the company for commencing something new in the market (Chen and et. al., 2015). It helps
in improving optimization of stock level in the company that lead to bring efficiency in the
company.
ACTIVITY 4
7

Professional Food & Beverage Service Standards: Checklist and Questionnaire Form
·Food Service Skills:
1) What are 5 skills that an effective Restaurant Supervisor or Restaurant Manager must have in
order to run an efficient business?
1) Time management
2) Communication
3) Problem Solving
4) Business awareness
5) Organizational skills
2) What are 5 important skills for maintaining standards and projecting a professional image in
the F&B industry?
1) Decision making
2) Creative
3) Leadership
4) Supply chain management
5) Multitasking
·Beverage Service Skills:
1) What are 3 different types of beverage service encounters?
a) Remote encounters
b) Phone encounters
c) Face-to-Face encounters
2) What are 3 pre-service and 3 post-service duties?
a) Clean and prepare tables
b) Take orders
c) Serve food and beverages
d) Providing customer service
e) Process payment
8

f) Taking Feedback
·Equipment Management Skills:
1) How should equipment be cleaned and maintained pre- and post- service?
It is very necessary to clean and maintain the equipments before and after the service in
food and beverage industry because that help in attracting more consumers towards the company
and they feel good and enjoying meals in cleaned equipment. It also help in protecting from
diseases to customers and feel better and come again for taking services from the company.
2) Why is it important that equipment should be cleaned and maintained?
It is important that the equipments must be cleaned and maintained because if the
equipments will not be in good condition then there might be possibility that the equipment not
work in proper condition. If equipments are cleaned and maintained then consumer also feel
good and attract towards restaurant that help in increasing sales and productivity of it in the
future.
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?
There are different acts that will be applied for maintaining standards in connection with
cleaning includes food act 2006, the food regulation 2006 and food production act 2000 all these
ensures cleanliness and proper maintenance of equipments in restaurants.
2) What are some of the other the legal requirements and regulatory standards that
Food & Beverage service outlets must comply with?
Food production regulation act 2014 emphasize more on maintaining regulatory
standards that food and beverage service outlets are complied with and providing proper
precaution for consumers in restaurants.
3) What are the implications of failing to meet the legal and regulatory requirements of
9

Food & Beverage standards in terms for overall operational performance?
There are some implications that affect operational performance of business as when
there is no proper cleaning in restaurant impact on sales and profitability through which business
performance will affect.
CONCLUSION
From the above study it can be summarised that food and beverage industry plays an
important role in providing various aspects of food to consumers. After coming of digital
technology all activities become easier and enhance productivity as well as profitability of the
company. It provide rating system to consumers that help in providing feedback to company so
that it help in improving overall performance in the future. With the help of digitization it
become easy for consumer to order food online by using different online applications in mobile
phones. Therefore, by using different marketing strategies company can atrract more consumers
towards it.
10

REFERENCES
Books and Journals
Abdullah, N.N. and Othman, M.B. 2019. EXAMINING THE EFFECTS OF INTELLECTUAL
CAPITAL ON THE PERFORMANCE OF MALAYSIAN FOOD AND BEVERAGE
SMALL AND MEDIUM-SIZED ENTERPRISES. Technology (IJCIET). 10(2). pp.135-
143.
Applegate, L. and Norris, M. 2019. Al Islami Foods: Partnering for Growth.
Chen, E. and et. al., 2015. Implementation of non-regulatory food safety management schemes
in New Zealand: a survey of the food and beverage industry. Food control. 47. pp.569-
576.
Glavan, M and et.al., 2018. Refrigeration Control Algorithm for Managing Supermarket's
Overall Peak Power Demand. IEEE Transactions on Control Systems Technology.
Hayati, R., Andriani, D. and Achmadi, N.S 2019. THE IMPACTS OF LEAFY GREEN
VEGETABLES TOWARDS FOOD SAFETY MANAGEMENT SYSTEM
IMPLEMENTATION IN NOVOTEL MAKASSAR GRAND SHAYLA CITY
CENTRE. Jurnal Sains Terapan Pariwisata. 4(2). pp.179-192.
Kristina, S. and Wijaya, B.M., 2017, December. Risk management for food and beverage
industry using Australia/New Zealand 4360 Standard. In IOP Conference Series: Materials
Science and Engineering (Vol. 277, No. 1, p. 012025). IOP Publishing.
Onyinkwa, C. and Ochiri, G., 2016. Effects of Green Supply Chain Management Practices on
Competitiveness of Firms in the Food and Beverage Sector in Kanya. European Journal of
Business and Management, 8(14), pp.15-21.
Perez, A.M. and Manzano, A.I., 2017. Food Safety and Sanitary Practices of Selected Hotels in
Batangas Province, Philippines: Basis of Proposed Enhancement Measures. Asia Pacific
Journal of Multidisciplinary Research, 5(1).
Santoro, G., Vrontis, D. and Pastore, A., 2017. External knowledge sourcing and new product
development: evidence from the Italian food and beverage industry. British Food
Journal.119(11).pp.2373-2387.
11

Slocum, S. and Curtis, K.R., 2017. Food and agricultural tourism: Theory and best practice.
Routledge.
Taslim, M., 2017. The impact of corporate governance and risk on company performance in
food and beverage industry: an empirical analysis on farm’s best berhad. working paper,
University Utara Malaysia, Kuala Lumpur.[Google Scholar].
Till, V and et.al., 2016. Method for the monitoring, control and optimization of filling equipment
for foods and beverages, such as, for beverage bottles. U.S. Patent 9,434,591.
12