Managing Food and Beverage Operations

This report explores different types of businesses within the food and beverage industry, rating systems used, current and future trends affecting the industry, and operational and marketing technology for a range of different types of food and beverage businesses. The report also includes a case study of The Woodspeen, a British cuisine restaurant situated near West Berkshire countryside.

Managing Food and Beverage
Operations
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Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Task 1...............................................................................................................................................3
Explore different types of businesses within the food and beverage industry............................3
Rating systems used for the food and beverage industry nationally and internationally............4
Discuss the current and future trends affecting food and beverage businesses..........................6
Task 2...............................................................................................................................................8
Covered in PPT...........................................................................................................................8
Task 3...............................................................................................................................................8
Compare and contrast different operational and marketing technology for a range of different
types of food and beverage businesses........................................................................................8
Task 4...............................................................................................................................................9
Investigate the factors that influence the consumers’ decision on which food and beverage
outlets they choose......................................................................................................................9
Analyse strategies used in a range of food and beverage outlets to attract and build a loyal
customer base............................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
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Introduction
Food and beverages industry include those organisation that include everything starting
from star restaurants and various catering services, bars or resorts. Food and beverages industry
deals with multiple activities that are engaged with different staff members from buying raw
material to producing foods and beverages and maintain the quality within the any F&B outlets.
In addition to that, keeping inventory management, management different events and analyse the
whole business in an effective manners are considered within the food and beverages system
(Amien, 2021). The chosen restaurant for the report is The Woodspeen, providing British cuisine
situated near West Berkshire countryside. They are providing a rich and welcoming environment
with relaxed surrounding to their customers. This report includes different style of food industry,
rating system and different trending factors that affect the industry. Moreover, the report include
different operational and marketing technologies. In addition to this, factors that influence the
decision of customers and strategies used in range of food and beverages to attract the customer
and build a loyal customer base is analysed for the growth of food and beverages industry.
Main Body
Task 1
Explore different types of businesses within the food and beverage industry
Food and beverages is defined as the process, for preparing, presenting and services of
food and beverages to the customers. There are two type of industry such as On premise and Off
premises food outlets. In context to on premise, the food is deliver where it is actually prepared
for the customers, for example, restaurant, hotels etc. On the other hand, Off-premise is
providing their services away from the service providers. After that, different food and beverages
services are classified into the different outlets some of them are mentioned below:
 Full service restaurants: This food and beverages industry where menu have different
varieties wide and the high customer expectation. Their main focus is to serve the
customer with full satisfaction and experience with different key factors such as
ambience, food and many more (Ardiet, Sobry and Melo, 2021). Here, customers are
seated, waiter or waitress takes the order, bring their food to them, clear the table. This
further, include the fine dining or casual dining services.
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 Fine Dining: They are also known as white tablecloth restaurant and serve a fine dinning
caters services with high quality of food to their customers. The atmosphere of the fine
dining is elegant, food is served within the more formal ways and try to provide a good
experience with high attribute. The quality of the food in order to attain their objective of
charging higher prices of their food and services. They include their food services like
wine, cocktails, salads, entees, deserts and many more.
 Quick Services: These are known as fast food services that called outlets and make quick
services where the food is prepared, purchased and consume quickly. Here, the food is
prepared on the short period of time and serve in best quality. These restaurants are
majorly operated in chain restaurants with the franchise model at different places
(Baskentli, Block and Morrin, 2021).
 Bars and Pubs: Bar and pubs are the terms that are described to ordered the food,
services and payments in different consumptions areas in the licensed premises. A bar is
the area which use a location where the drinks are poured and served to their customers.
Whereas, a pub is open for public in which they may serve the alcoholic or non-alcoholic
drinks by only getting permitted through licensed.
From the above discussion, it is analysed that there are different outlets in food and
beverages industry that provide different type of services to their customers. The Woodspeen, is
the type of full time restaurant, as they are providing a fine dine-in services, with waiters
facilities and many more. It is opened for both lunch or dinner, furthermore they are providing a
delegated children's menu and plentiful vegetarian and vegan options to their customers (Demasi,
2021). Moreover, they take care of sustainable food environment for which they have their own
garden. From which they plucked the ingredients for their food and provide a high quality food
and beverages services to their customers. All of these services and actions help them to work in
significant manner and attract more and more customers.
Rating systems used for the food and beverage industry nationally and internationally
Rating system is defined as any kind of rating which is applied to a certain application
domain of the company and operated on the large rating scale. In food and beverages with the
help of rating system, a restaurant provided uniform customer experience or maintain the food
hygiene within the premises. It will be helpful for considering the major changes in foods and
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beverages. Further, these five star process and its factors includes in national or international
level by the food industry that are mentioned below:
 Five star: Many of the food and beverages outlets provide very good hygiene services
that become the reason for their five star ratings. This means they are successful in
satisfying their customer's need with effective approaches and by providing them good
quality of food and services. It means they are providing a wide choices in their menu,
lunch, dinner and snacks facilities are provided (Dhewanto and et.al., 2021). In addition
to this high quality of food, meals and large range of national and international food
cuisine are available to their customers.
 Four star: This show that the food and beverages outlets are providing good hygiene
services to their customer are not excellent but they are good. This includes the type of
services, atmosphere, quality of the foods, quality of raw material and ambience all
factors are good and considerable by the customers. However, some customers find one
or two factors inappropriate or less good than others.
 Three star: This star shows that this hygiene system is good or satisfactory, but the
restaurant can improve their service to good or better position. This means that the
restaurants providing their customer a normal range of food and beverages that not satisfy
the need of customers in high utility. Hence, they are needed to upgrade their quality,
services or ambience to approach more and more customers.
 Two star: This stage signify some improvement that are needed by the restaurants to
work in more effective ways. Two star food and beverages shows that the restaurant and
beverage industry are providing the food to their customer with no modification or low
level of modification.
 One star: It means that the restaurants are need major improvement are required by the
restaurants to gain profit and increase sales. If the restaurant goes below this star rating
them it will leads to the wind-up of restaurant or lead to higher loss.
 Zero star: This show that the restaurant needs urgent improvement in their services or
food quality. The customers of the restaurant are not like either their food or their
services. So, it being very important to understand and make changes otherwise
restaurant comes at the stage of wind-up (Kurahashi and et.al., 2021).
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After analysing these star based rating services, it is research that people of berkshire's
have been given five star to Woodspeen. The main reason for this is they are providing food
hygiene rating and achieved One Michelin star. That helps the restaurant to serve high quality of
the food to their customer with good ambience services. These rating system achieve more
standards in restaurant at international platform like cost saving, enhanced more customer
satisfaction. In addition to this, increased market share and make environmental benefits are
considered for the growth in different perspective and achieve international market share with so
ease.
Discuss the current and future trends affecting food and beverage businesses
A trend is the general term or direction which is related to showing the change or
development within the market. For example, fresh, preferences or style. There are different
factors or trend which affect the food and beverages industry specially due to Covid-19
(Kusuma, 2021). Some of them are safety and hygiene, contactless payment, chatbots, local
experience, sustainability and many more. These trends are diversified into current or future
trends:
Current trends
 Social trend: One of the current trend is social trend that make an direct impact on food
and beverages industry. After facing the outbreak of Covid-19 most of the people are
shifting towards clean and healthy eating choices, eco-friendly environment, sugar free
items, take away and many more things that affect the hotel industry. In context to The
Woodspeen, considering social trends and implement them in their daily based activities
can be helpful for enhancing their overall growth and desired targets (Lee and Liu,
2021).
 Services trend: Another trend is related to services which are offered by the food and
beverages industry and make a direct competition within the environment. This seems
very important for hotels to providing unique services to their customers and bring new
and innovative competition within the environment. In context to The Woodspeen, they
should ensure about their different services and their competitors approach to attract more
customers.
 Environmental and sustainability trend: This trend is related to different
environmental and sustainability needs which are adopted by the customers. This will
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leads to demanding more for the same in the food and beverages market. For example,
reducing food waste, replacing meat with plants, products that provide high quality of the
products and using local suppliers for produced effective services (Lopes and et.al.,
2021). These are the activities that are related to different environmental and
sustainability trends in food and beverages industry. In context of The Woodspeen, they
should largely contribute to the sustainability concepts and reduce their food waste to
gain more competitive advantage.
 Styles of outlets and brand growth: Styling the outlet is one of an important trend in the
market, as it is helpful for attract more customers and make a growth in brand value. This
factor directly influence the food and beverages industry to make unique feature in the
market. In the context of The Woodspeen, they have the unique features and attractive
outlet for their customers and provide innovative garden growing facilities in their dine-in
facilities.
Future trends
 New payment solutions: When it comes to future trends, new payment system is one of
the amazing trend that make a indirect impact on the growth of food and beverages
industry. This include the apple pay, google pay and many more that help the customer to
make cash less transactions (Omar and et.al., 2021). In context to The Woodspeen
restaurant, they should try to make cash less transaction as it will be helpful in reinforce
the public image or attract more customers.
 Contactless payment: After facing the outbreak of Covid-19, many of the people wants
to shift towards the contactless payment. So, it would be grateful for food and beverages
industry to use this technology and attract large number of audience. The Woodspeen
restaurant also try for make contactless payment and gain competitive advantages in the
market. This will help the restaurant to work in smooth transaction and carry activities on
daily basis in efficient manner.
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Task 2
Covered in PPT
Task 3
Compare and contrast different operational and marketing technology for a range of different
types of food and beverage businesses
Operational and marketing technology plays a significant role in different food and
services industry that helps to make a better profitability and increased sales and revenue for the
different type of restaurants. As the name suggest operational activities are linked to the different
operational activities within the restaurants like, purchasing raw material, preparing food and
many more. On the other hand, marketing activities are related to promoting their products
within the market, that is related to brand positioning, email marketing, blogging and many more
(Pani and Pathak, 2021). In the context of The Woodspeen, food items and resources are used for
getting a better promotional strategies and develop attractive competitive advantages.
Basis Operational technology Marketing technology
Meaning The use of operational technology is
helpful in monitor different industrial
process for assets management. Further,
it make helps in developing and
improvement in manufacturing
department. OT's have the primary goals
that used for availability, integrity and
use confidentiality of productive work
within the industry (Rodriguez-Sanchez
and Sellers-Rubio, 2021).
Marketing technologies are
described as a range of
software and tools that actually
assist in achieving marketing
goals in different manner. The
use of marketing technology
help food and beverages
industry to platform and
promote products and services.
Role Operational technologies have the role to
enhance better work facilities in an
effective manner. In context to The
Woodspeen, it is very helpful for
generating the need of different
Marketing technologies plays a
significant role in managing
products and services in online
to promote and attain the
competitive environment.
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operational techniques that are helpful
complete activities and achieve better
work facilities.
Woodspeen use different
marketing techniques to
promote themselves within the
food industry and achieve
effective growth in market
(Yahya and et.al., 2021).
Woodspeen, can use different
operational technologies like point of
sale, payment technologies, mobile
technology and managed food delivery
system that are allowed restaurant to
work effectively and carry out their
activities in efficient manner.
Woodspeen restaurant should
use social media platform like
Facebook, Instagram and
Twitter. These strategy is
helpful in reaching to broad
customer base, fast distribution
of services and one of the
easiest way.
Task 4
Investigate the factors that influence the consumers’ decision on which food and beverage outlets
they choose
Serving the best quality of products with premium ingredient will be helpful for earning
restaurant with good reputation and helps in repeating the customer's visits. There are different
factors which affect the consumer's decision for choosing the food and beverages outlets. Some
of them are explained below:
 Food quality: As per the food service reports, 23% of the customers choose the dine in
restaurants because of the quality of food they offer at their places (Yahya and et.al.,
2021). So, it can be suggested that the quality of food is certainly important factor for the
success within the restaurant. In the context of The Woodspeen, they try to give the best
quality food and use fresh ingredient for preparing food at premium quality.
 Staff behaviour: The staff of the restaurant act as the face of any restaurant to their
customers. Many of the food and beverages industry is believe in hiring their employees
with rigorous process while other believe in hard training sessions (Yamsaard, 2021).
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These methods are helpful in managing staff behaviour and satisfy the customer's need
that helps in promising the brand that the restaurant wants to deliver.
 Location: Understanding the behaviour of customer is the very first step to provide a
star experience to customers at restaurant. It can be said that, 60% of the customer's
choose the restaurant that is located to their near by places (Intangible Factors in 2021
Influencing The Customer Experience And Retention At A Restaurant, 2021). So it would
be beneficial for The Woodspeen restaurant to make a new set-up of their outlet in the
busy streets of Newbury, that would increase the footfall of the more customers.
 Restaurant interiors: The restaurant should make attractive interiors that can easily
make a perception of the restaurant in the eyes of customers. As the food and industry
considered that, first impression is the last impression. So, it would be beneficial for
creating a positive impact. The Woodspeen try to provide an interior that create emotions,
experience and unique dining experience with effective visual experience.
Analyse strategies used in a range of food and beverage outlets to attract and build a loyal
customer base
Customers are the important segment of the food and beverages industry as the
significant aspect for satisfying the customer's need is a medium in between the quality and make
behavioural intentions this further helps in empowering the loyalty of the customers (You and
et.al., 2021). In addition to that, it is considered that to attract and retain the outlet, it is very
important to build a loyal customer base and helps in the growth of the restaurant. Some of the
strategies are explained below:
 Offer discount: With the help of effective strategies that are related to provide customers
discounts and purchase regularly. Discounting strategies are always helpful for the
restaurants to make a discount and get a better deals on certain days. This will be helpful
to create a loyal customer base in competitive environment.
 Rewards the customer: Rewards can be something for the customer towards a pleasant
surprise. This strategy provide a future view to the restaurant and and make it easy for the
customers for redeem their points in specified period of time. This strategy helps to
encourage the customer to purchase or take the services again and again from the
restaurants.
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 Ask for feedback: Another strategy that make an impact on the customer's behaviour is
to create feedback and shows the committed to serve better services from the others.
There are many ways that are helpful for creating the request and make feedback to most
effective services and make immediately an interaction with a customers (Lee and Liu,
2021).
 Respond to feedbacks: This approach is used after taking the feedback from the
customers. Paying attention on the customer's comment and correct them with effective
manner is helpful for the restaurant to make a good brand image within the market (Ways
to Build & Maintain Customer Loyalty, 2021).
From the above strategies it is considered that Woodspeen, should try for the most
effective approach to attract customers and build a strong customer base. For this they are using
effective feedback approaches and rewards points to their regular customers for attracting
towards the services. They are using CRM system which is helpful for gain first hand perspective
into the customer's experience and provide them a detailed instruction about product brands.
Another approach is providing them rewards points that encourage the customer's to visit again
at restaurant and take the benefits of that are provided by the restaurant (Lopes and et.al., 2021).
Conclusion
From the above report, it is analysed that food and beverages industry are use different
techniques to presenting their food and beverages to their customers. There are different types of
food and beverages industry that are related to different serving outlets. It is analysed that,
different rating system and trends that includes current or future factors are help the company to
improve their operational and marketing efficiency. Moreover, it is determined that the use of
different customer's behaviour and their pattern to buy the services and choose food outlets
would be helpful for maximise the business and gain more profit in the strong competitive
environment of food and beverages industry.
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References
Books & Journals
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Online
Intangible Factors in 2021 Influencing The Customer Experience And Retention At A
Restaurant, 2021. [Online]. Available through: <https://www.posist.com/restaurant-
times/restro-gyaan/factors-affecting-customer-experience.html>.
Ways to Build & Maintain Customer Loyalty, 2021. [Online]. Available through:
<https://global.hitachi-solutions.com/blog/customer-loyalty-solutions>.
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