Managing the Customer Experience in Food and Beverage Industry

This report discusses the various types of businesses, rating systems, current and future trends, legal requirements, and marketing technologies in the food and beverage industry. It also provides insights into professional food and beverage management skills within a food and beverage organization. The chosen organization for this report is The Fat Duck, a fine dining restaurant located in Bray, Berkshire, United Kingdom.

Managing the
Customer Experience

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Various types of businesses in food and beverage industry.............................................1
P2. Explain different rating systems used for the food and beverage industry nationally and
internationally.........................................................................................................................2
P3. Discuss the current and future trends affecting food and beverage businesses...............3
TASK 2............................................................................................................................................4
P4. Demonstrate professional food and beverage management skills within a food and
beverage organisation.............................................................................................................4
P5. Explain the legal requirements and regulatory standards that food and beverage service
outlets must comply with, given specific reference to the maintenance and cleaning of
equipments..............................................................................................................................5
P6. Compare and contrast various operational and marketing technology for different types of
business...................................................................................................................................6
P7. Various factors which influence the decision making of customers................................7
P8. Different strategies used in order to attract and build loyal customer base.....................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In hospitality commercial enterprise, the food and drink sphere plays an crucial role as it
helps the commercial enterprise in generating higher profits. This department perform the
function of providing food and beverages of good quality to the customers. As it helps in
generating the higher profit, it means that the respective department is contributing higher in the
economy. The food and beverage industry perform the function of purchasing the raw material
and presenting the goof quality food to the guest along with taking feedback from them. The
chosen organisation for this report is The Fat Duck which is a fine eating house located in Bray,
Berkshire,United Kingdom This eating house is well famed in the market for offering the XIV
course sample menu and offers nutriment such as nitro-scrambled egg and cut of pork ice cream.
presentation include the discussion of various variety of food and drink outlets, several
evaluation system used for food and drink commercial enterprise along with the current and
forthcoming trends which affect the food and drink industry.
TASK 1
P1. Various character of commercial enterprise in food and drink industry.
There are assorted variety of commercial enterprise are in the sector of food and drink.
Below mentioned are some of them: Speciality Restaurant: It refers to those restaurants which provide particular kind of
cuisine, Italian, Chinese and Mexican. Majorly, the theme of such restaurants are chosen
on the basis of the country from where the cuisine is chosen. It provide silver service
under which the restaurants serve the food and beverage on the tables. Due to the
excellent quality of food, the prices of its dishes are high. Such restaurants are generally
operate at the time of lunch and dinner. Multi Cuisine Restaurant: It is defined as the kind of restaurant which provide various
types of cuisine through offering several variety of food to their guests. Such restaurants
are less exclusive than the speciality restaurant. It involve the menu with nominal price as
they are offering variety of dishes. These restaurants open for breakfast and operate for
whole day as they remained opened till night. The theme of respective restaurant is based
on various cuisine of different countries. They are majorly providing the buffet and silver
services to their guests.
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 Coffee Shop: It refers to the restaurants which provide quick meal to the consumers at
affordable prices. These restaurants attract their guests from the brightness of their decors
and it remained open for 24 hours. Huge brands of hotel offers breakfast services to their
guests in the coffee shops. Such type of restaurants are well known because of its
extensive menu of beverages which include a variety of hot as well as cold drinks. These
outlets have affordable pries as compare to the other outlets of hotel.
 Banquets: It is consider as the higher revenue generation area of hotels. It involve a huge
space which offers cater for all the guests at a point of time. Several gusts come there for
celebrating their important occasions such as birthday, marriage, conferences, seminars
an meetings.
P2. Explain different rating systems used for the food and beverage industry nationally and
internationally.
In hospitality industry, evaluation system occupy a vital role which perform the
functioning of making differentiation among hotels on the basis of amenities and services which
are being offered to the guests. It is related to bringing the improvement in the services and
facilities in the premises. The system of rating majorly plays the role of categorising the hotels
along with providing the informations to the customers related to the services. Through the use
of rating systems, the customers can select the best hotels as per their requirements. Below
mentioned is the explanation of star rating system which is being adopted by the food and drink
commercial enterprise along with the hospitality business: 1 Star: The hotels from this category provide only basic services to the customers. The
services provided by these hotels are very basic, it means that they just provide a place
to sleep. Along with this, it also include some more facilities such as parking, storage of
clothes, door lock and many more. 2 Star: It refers to the category of hotels which provide 24 hours reception, basic
attached bathroom and cleaning as well. Basically, it provide the continental breakfast
along with a room having TV in it. 3 Star: the management of such hotels provide some extra facilities in order to
attracting the customers towards their hotel. The major quality of such hotels include
alarm or clock, coordinated furniture along with the comfortable mattresses.
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 4 Star: Such type of hotel provide some extra and quality facility as compared top the 3
star hotels to their guests. It also provide the laundry and valet services to their
customers along with the higher quality of food and beverage.
 5 Star: These hotels are top class luxury hotels which provide the top most services to
their customers. There major focus on providing the best services to their customers
and making the unforgettable experience of the stay of their guests.
P3. Discuss the current and future trends affecting food and beverage businesses.
In that respect are several possibility available for the nutrient and drink businesses for
the expansion of their market place which also help the management in attracting the higher
number of people towards the business organisation. Below mentioned are the several factors
which can impact the underway and forthcoming direction of the marketplace: Safety and nutrient component: It is consider as the major affecting component while
the organisation is preparing food for their guests. The hygiene food is directly related
to the good health of the people. On the other hand, the unhygienic food result in the
negative effect on the brand image of organisation along with the poor health of guests.
Customers should know about the food, they are eating along with the ingredients which
are being used during the preparation of food items. The Fat Duck is providing food
items to their customers in a proper safe and hygiene manner as it leads to the creation
of higher brand image of restaurant in the market. Innovation and uniqueness: It is the factor which means to create something new and
different from the already existing products. The features of uniqueness and
differentiating of food items result in attracting the higher number of customers.
Majorly, this factor leads to the innovation in the services provided by the food and
beverage businesses. Through providing the food of good quality, the business
organisation an gain higher market share which also help them in generating higher
revenue. The Fat Duck is gaining higher profits through providing the qualitative
products to their customers.
 Changing Customer's preferences: This element is linked with the change in the choice
and preferences of the customers related to their dining and eating habits. The
consideration of changing taste and preferences in the organisation result in the higher
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profit generation. The Fat Duck is maximizing the profit through fulfilling the
preferences and expectations n the market.
TASK 2
P4. Demonstrate professional food and beverage management skills within a food and beverage
organisation.
The food and drink manager have responsibility towards maintaining & developing the
coordination among all the outlets of restaurants along with maintaining the quality of food in
order to meeting the demand of customers. It is necessary to have some specific skills in the food
and beverage executive, so that they can effectively supervise all the task in an effective and
efficient manner. Below mentioned are some skills: Work in peak load: The employees of food and beverages department have to manage
heavy tasks because of several outlets of restaurants. It is necessary for employees to
have that much potential, so that they can manage their tasks through doing coordination.
The successful contribution of employees result in the enhancement of sales of business
organisation. It helps the management of business organisation in attaining the goals and
objectives of organisation along with developing the strong network among employees. Problem Solving: It is necessary to have dynamic thinking of food and beverage
executive, so that they can take the smart decisions related to the several duties at a
single point of time. The problem solving skills of food and beverage executive help the
business organisation in taking the effective decisions which helps in creating the
effective team of skilled employees. The Fat Duck can easily solve the critical issues and
problems of the business.
 Evaluate the performance: In a business organisation,. Food and beverage department
has a vital role as it operates on huge level. it involve large number of employees to
complete the operations in the food and beverage businesses. It is necessary to evaluate
the performance of each and every business organisation as it help the management in
knowing about the high performance working. The management of The Fat Duck is
providing several rewards to their worker on the foundation of their execution. It assist
the organisation in bringing the effectiveness and efficiency in organisation and attain
the desired goals an objectives.
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P5. Explain the legal requirements and regulatory standards that food and beverage service
outlets must comply with, given specific reference to the maintenance and cleaning of
equipments.
The department of food and drink is large as it deals with the several outlets of the
business. Several of rules and regulations are bing developed, which are found as necessary for
the food and beverage department to follow the rules and standards while performing the
business operations. Below mentioned are the several legal requirements and regulatory
standards which help in the growth of business organisation: Standard No. 852/2004: The Food Condition and Hygienics (UK) enforced this law
which is related with the designing of kitchen. According to this law, all the kitchen
equipments must be waterproof dressing as it help the staff members in easily detecting
the hazardous bacteria. Along with this, it state that the food containers must be in good
condition, repaired and clean as well. Licensing and registration: Each and every business organisation is required to register
them with the respective community. In order to get the permission related to the several
operations such as sales, safety of restaurant, storage, it is necessary to get the license.
The government authority provide permission to the restaurant to perform the functions
in the secured form. All the food businesses have to register their business under
government authority by paying some fees. The registration aids the management of
business organisation in performing their business operations in legal and standard form
along with creating the positive brand image of organisation in the market. Sanitary and hygiene: It state that each and every business organisation must be clean
and ventilated, so that positive working environment can be created. In order to keep the
organisation clean and sanitized, the housekeeping department plays an important role.
The sanitary and hygiene include several activities such as keeping infected insects away
from water supply,
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P6. Compare and contrast various operational and marketing technology for different types of
business.
Food and drink industry is fast growing as number related to social events, weddings, corporate
events, and gatherings boost, causing them to earn so much profit in the market. As a result,
various new technologies and systems are being launched, allowing them for amplification of
consumers and take in more earnings. These technologies include some operations and
maintenance and selling technology, as listed below:
Operable Technology Development new Computer code: food and drink industries can be working to develop
latest software and scanners so that they do not have to go to each customer's table;
rather, the scanner express on the desk will aid to provide the menu and besides placing
the order, so eating house can use this to gain many customers. Watching the food area: The director may or may not install a digital camera in the
kitchen region to appraise the attribute of commodity and the preparation of that nutrient
getting delivered to the customers, so eating house may attempt this item as this shall
increase the clients' satisfaction with the attribute of food.
 Danger measures: Hotel director should correctly inform their force to work with
hygiene and to usage of hand sanitizer and handwear while on the job; additionally, all
restaurants should implement this practise because in a pandemic scenario, all customer
wants to get meal from the least dangerous place.
Selling Applications Excess magnitude of resources cater services: The selling team can keep an eye on the
resources being in use by the business enterprise and ensure sufficient quantity of funds
with them. For example, every food manufacturers may have brought an satisfactory
number of commodity that are requisite for the consumers, which can be patterned by all
fast food places in bid to endeavour real commercial enterprise. Buying Recommendations: That there's a definite characteristic whereby a institution
may yield their clients desires of the type of nutrient they lack, such as by providing an
progressive menu of their commodity or items in which they could add a few assortment
in conformance with them, so eateries may begin such characteristic to gain customer
involvement.
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 Faithfulness strategy and offers: It is a way of selling or increase the number of
customers in which all allegiant or common customers receive surplus offers and deals on
their future orders, which really attracts buyers to shop more commodity, so all eating
place may exercise this type of facility, which may truly assist to increase revenue in their
sector.
As a result, the food and beverage industry is rapidly expanding, and certain strategies
may be used to increase profit and customer base.
P7. Various factors which influence the decision making of customers.
There are numerous elements in the administration that determinative customer judgment
trying to make, and these factors can have a negative effect on the business. These elements
are as through other people: This is really the component that consider the general public's
individualized opinion (Vogel-Heuser, and Neumann, 2017). This also encompasses
numerous market perceptions of individuals. It will aid in determining the actual quality
of products from prospective consumers. The fat duck must change its judgement process
in order to change the patient's mind, which in turn lead to increased in the restaurant's
profit and growth. Quality of service: The lardy duct is able to supply services that are required to be the
best services, which can aid in gaining more customers as a result of furnish the top-
quality services that the customer requires in the eating place. This is entirely dependent
on the attribute of the commodity, which can result in customer satisfaction delicious
taste and quality. The fat duck must enhance the quality of its products and services in
order to entice a large number of customers, which tends to an gain in performance &
efficiency (West, and Owen, Spark Grills Inc, 2020).
 Corporeal Surroundings: The corporeal surroundings refers to the surrounding state of
affairs of the location, which in this case is the eating house The Fat Duck, which has a
groovy surroundings that can aid throughout to pull in customers, which is great for
commercial enterprise and results in increased in the restaurant's performance and
efficiency.
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P8. Different strategies used in order to attract and build loyal customer base.
Here are numerous plan of action for attracting a allegiant customer, and marketing
approach is the top consideration of any commercial enterprise. These can maximise their
profits by serving a large number of customers. The following factors are used to attract loyal
customers:
 Show them gratitude: Everyone remembers when they were shown respect or
gratitude. A simple thank you will go a long way toward influencing individual
preferences (Wrigley, 2017).
 Organizations must train their employees in this activity and escort them in
interacting with latent customers as well as showing appreciation so that a
allegiant customer remembers it and returns to the eating place. If The Fat Duck
maintains this unwavering principle of customer service, it will draw in allegiant
customers.
 Extraordinary offers: Organizations can provide special or discounted offers to
potential customers in order to make them feel important to their organisation.
This will aid in the development of the organization's brand image.
CONCLUSION
According to the preceding report, the hospitality industry is the flooding revenue yield
commercial enterprise inside an economy. The food and drink department is critical to the
organization's profit maximisation. There are different variety of Food and drink Outlets that
impart to the business's earnings potential. The eating place uses a star evaluation scheme to
display the plane of service provided to people. It further delves into contemporary and
forthcoming market tendency. Dynamic people preferences have an impact on business growth
and earnings. A food and drink decision maker must be energizing and think from fresh
perspective in order to succeed the entire department. Furthermore, it explains the Food and
Beverage department's legal requirements. Licensing and registration are required in this context.
This will aid in the legal and ethical conduct of business.
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