Managing Food and Beverage Operations: Scopes, Trends, and Technology

This report explores the different types of food and beverage outlets, the contribution of the sector to the economy, and the growth rate. It also discusses the rating system, trends in the industry, and the impact of operational and marketing technology. The report sheds light on the changes that occurred in F&B services of Four Season’s hotel of UK due to covid19. It also highlights the factors affecting consumer decision in F&B outlets.

MANAGING FOOD AND
BEVERAGE OPERATIONS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Food and beverage services.......................................................................................................3
Scopes of food and beverage sector..........................................................................................5
Rating system.............................................................................................................................6
21st century system.............................................................................................................6
Impact of rating system.....................................................................................................7
Trend of food and beverages....................................................................................................7
Operational technology and marketing technology................................................................8
Factors affecting consumer decision in F&B outlets..............................................................9
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Food and beverage services is the practice of cooking, offering and serving of food and
beverages to the customer with the assistance of restaurant, cafes, food stalls etc. food and
beverage services are bifurcated into two parts such as on premise and off premise.
The present report will explore hospitality industry with different style of food and beverage
services outlet, as well as rating system. Also explain what are the skills and knowledge required
in this particular sector.
The study will shade a light on a scenario which focus on what changes occurred in F&B
services of Four Season’s hotel of UK due to covid19. It is luxury hotel which is leading the
market since 1960-1969 with exclusive service in hospitality industry. The four season’s hotel
increasing its market domestically as well as globally. Furthermore the study highlight the
technology which is utilised to improve operating effectiveness and the factors which affect
customers decision to purchase.
MAIN BODY
Food and beverage services
There are various types of food and beverage outlets available in the marketplace. The bifurcated
Outlets will be as follows.
Full service restaurant: refers to the restaurant which presents the f&B service to the customer
in order to satisfy the needs of consumer. The restaurant offer wide range of menu by the
working staff like waiter and waitresses (Davis, et.al 2018). The job of staff is to take order and
clean the table for the customers rapidly. Fine dining and casual dining is the part of full services
restaurant.
Assist service: in this service the customer assist themselves by entering into dining area. This
service can take place from buffet area or served by the table staff and collected the extras from
the counters. The customer eats the food on table or by standing in lounge or banquet area.
Fine dining: is the service which is offered by the sophisticated and expensive restaurants. The
restaurant offer high quality of food to the classy patrons. The visitors are generally followed
dressed codes (Backman, et.al 2017).
Casual dining and branded restaurant: Casual dining restaurant have very flexible
atmosphere. In this service the restaurant provide table services, in which server take order from
the customers. In this sort of service no formal, dress code required, the customers are allow to

wear casuals. The menu consists of full bar services which is, quite, expensive then fast food
restaurant with affordable price and comfortable surrounding.
Counter services: this, service is the most common services offered by the restaurant where
customer ordered at, the counter (Chow, Krishnapillai, and Lee, 2019). The ordered will be
delivered at table by the table men or customer picks themselves from the counter. The customer
generally pays after taking meal.
Quick service: it is referred as a service which is offered by the restaurant in which customer are
not supposed to wait for too long. The restaurant provides food to the customer in very short
period of time with effective and, efficient manner.
Self-services: In this type of services the costumer enters to the dining area. The costumer help
out individually by selecting own tray and the customer carry food by themselves from the food
counters. The guest take a table to enjoy the meal offered by the, restaurant. The bill is paid by
the individual at cashier desk.
Service in Situ: This kind of service genuinely utilised in hospitality industry where the meal is
taken to the customers. Therefore the food is taken to the place where the customer is sitting. The
meal is willing to have by the customer is offer in a tray (Fidan, Teneva, Stankov, and
Dimitrova, 2018).
Bar and Pubs: Bar consist of an area where drinks are serving on the counter to the costumer.
Drinks includes liquor, soft drinks etc. The bar area is operated with licence premises. Therefore
a pub is the area which is, operated for the public hence it is known as public house. The services
are offered by the person who has, right to sale the services. Pubs Provides relaxed and calm
atmosphere to the clientele.
Coffee culture: refers to the social activity in which people enjoy coffee sips at coffee shops.
People usually go for interactions and exchange of ideas with other peoples. Sometimes visit
alone at coffee shop in order to relax themselves by having cup of coffee. Office peoples are

generally preferred to visit there. In a coffee shop along with the coffee food services also served
to the customers.
Pop up restaurant: this is referred to the restaurants which delivered for temporary period of
time at different locations. The cooking endowments are shown with the assistance of this outlet.
In this service concerned with food safety and any hygiene issues. The pop up restaurant is
becoming popular not only in UK but worldwide.
Scopes of food and beverage sector
 The value and contribution of the food and beverage sector to the economy:
according to the report the food and beverage service contributed largely in the economy.
It is the key element for the UK manufacturing sector. This sector provides employment
to at least 400000 people of UK (Harnjo, et.al 2021). As per the research programme it
will be concluded that in 2017, food and drink sector has 6,815 active industrial
companies in nation. The covid19 pandemic highly affect the market of food and drink
sectors as people stop the consumption.
 Employment rate: the occupation rate is good in the food and beverage services of UK.
In UK one fourth of workforce is engaged in this manufacturing sector which is
around106000EU. The industry provides 430000 employments to the people who cover
whole geographical area of UK. The turnover is very high due to effective contribution of
workers in the sector.
 Growth rate: The export markets which are Ireland, USA and French give assistance in
increasing the market rapidly. At least 4.3millions of people got employs in food and
supply chain. The country I producing maximum growth ratio in the market which is
approx. pound120billion every year.
 Future predictions: due to covid19 the market is affected in future. The people started
focusing on health. Technology of eating food is changing according to modern era. The
people of nation consume cannabis in beverages which will impact in future. The online
shopping is increasing by 68%.

Rating system
The rating system is widely used in F&B sector. There are various sectors which utilized
this system in order to determine the quality of hotel. It gives assistance to the customer in
discriminating the difference between various hotels as per the rating allotted. The rating system
is classified in different forms which are as follow:
Michelin stars- it is the rating system which is utilized by red Michelin guide. As per the
quality of product the restaurant are rated. The stars are given to the hotels according to
the service like one, two, three star consist in this model. One star allotted to those hotel
which offer good quality of food and basic facility with proper bar, bedroom as well as
reception area to the customers. Two star the hotels which deliver tasty food with
excellent cooking and proper maintenance of hospitality. Along with all this facilities the
three star hotel cover room services, availability of Wi-Fi and accessibility of key.
 AA Rosettles: this rating system is endowed by the AA examiner of the hotel and
restaurant. This rates the hotel on the measurement scale of one two five. One Rosettles
allotted to those hotel that maintain proper ambiance and raise the class of the firm. Two
Rosettles are given to those who are accomplishing the sophisticated standard, better
reliability and amazing quality of food delivered to the customer (Hong, et.al 2021).
Three rosteltles cover that hotel who delivering the adequate skills of cooking with great
quality of edible ingredient. Proper services, intense ambiance, 24 hours service etc.
come under four rosteltles. All these facilities cover fewer than five rosteltles along with
additional facilities such as spa, business auditorium and parmanent luxury suits.
Therefore the four season’s hotel used AA Rosettles as rating system. The organisation
come under luxury hotels which is determine in five stars or five rosettles hotel.
21st century system
This system consists of various online platforms which are launched in 21st century. The rating
system come under the headings are trip advisor, trivago/ bookings.com/lateRooms.com.
Every hotel does not aim for 5 stars due to maintenance of higher standard. The customer
demands for the higher facilities which every hotelier are unable to afford. Five star hotels have

higher competition in marketplace. It required higher capital as an investment. The expectation
of the client is high in the market.
Impact of rating system
The rating system provides guidelines and assistance in decision making of customer for
purchase. Therefore a good rating system attract customer which will generate profit. The rating
system helps in achieving the goal of the organisation. The adequate rating gives chance to
increase the scale of growth. Through the rating system the organisation can improve the quality
of product and services. Identification of performance can be easy with rating system. On the
basis of rates acquire by the hotel the customers easily sort out the best hotel for themselves. It
will increase customer experience.
Trend of food and beverages
It refers to general tendency which includes changes in taste and preferences of the
customer. Food trends are determined through magazines enthusiastic to cuisine and around the
internet. Safety and hygiene are the main factor after covid19 pandemic people are becoming
conscious about their health, so started focusing on safety and hygiene. People are concern with
fresh local food or organic nutrition rather than unhealthy food. Contactless payment is another
factor which affecting the services. Nowadays everyone using different online platform for
paying the bills and charges. Many customers are willing to pay through debit or credit cards.
Due to covid19 people are avoiding contact. There are various other factors such as voice
search/voice control, catboats, mobile check in service etc.
. The current and future trends affected food and beverage services differently are current
industry trends. This industry trend is divided into various parts which are explained as follow.
 Social trends/ service style: it includes clean and healthy consumption choice according
to the time period. In a recent time people are conscious about heath so they are preferred
the item which is sugerfree and free from the alcohol. The customers nowadays trying to
cook the recipes at home (Fidan, Teneva, Stankov, and Dimitrova, 2018).
 Environmental and sustainability trends: in this sort of trend people stop wasting
edible intendants. The public are doing replacement it means they are consuming more

plants over meat. The people consuming the product which will stay high quality for long
period of time.
 Style of outlets and brand growth: as per the fashion the people preferred to go in
various outlets. Different outlets are taking place in order to satisfy the customers
demand. In a modern era customers are attracted toward themed restaurants according to
the current period of time. In a current trend of food and beverages the youngster are
engaged in fast food.
Operational technology and marketing technology
There are the various digital technologies available in the market that will impact on the
customer services come across
 Point of sale system: it is the system which is optimized to process card payment or
through cybernetic transactions points like computer and mobile. In this system customer
makes the payment for commodities and services which is offered by the hotel and
restaurant. All POS are consisting of two systems which are software and hardware
system.
 Payment technology: the payment technology is refers to the various technologies
which used for the payment in exchange of good and services. Payment can be done cash
or with bank cards such as debit card, credit card/ contactless card (Hong, et.al 2021).
Many customers prefer to pay through Mobil by using Apple pay or QR code. When the
companies received the amount then money will be deducted from consumer. This
method is used by the customer widely.
 Touch screen technology: it is electronic visual display in which customer allows to
ouch the figures or the product which I willing to buy individually. This method provide
whole menu on displayed screen with all the details like calories intake and ingredients
of product. While ordering the product the customers are supposed to pay with cards by
viewing the bill on screen.
 Mobile technology: this revers to the facilities which is offered by the company. In this
sort of facility consumer allow to order the food from mobile app without installing any
app. In this technology customer order food and accepted by the responsible person of

restaurant, cafes, hotel etc., through the scanning of QR code the buyer can access the
menu easily.
 Managed food delivery system: basically this service refer to the couriers facility
provided to the customer in order to satisfy their needs. In this system food is delivered
to the customer’s location (Okae, 2018). In this system customers are allow to track the
order through apps. The restaurant and hotel take the order by accepting the order of the
customer. Various online platform available in UK for ordering the food such as
Deliveroo, Uber Eats, Food hub, Just Eat and many more.
Marketing technology
For the marketing of Product Company use various online social media as well as online
platforms such as Facebook, Instagram, Chrome, Pinterest, Gmail, etc. through this
mode of Platform Company acquire feedback of consumers (Li, Kim, and Choi, 2021).
It offers various opportunities for the customer in order to grow or build reputation in the
marketplace. With the assistance of various platforms company introduce consumer
about product and service offered by the hotel. The marketing of company attract the
new customer and maintain good relation with old customers.
The four season hotel is using payment technology and point of sale system in
exchange of food and beverage services to customer. The hotel provides quality facilities
to the consumer in order to satisfy them. The impact of this technology is very high on
the company’s profile. The customer are attracting toward the hotel because of adequate
technology. Every consumer checkout the reviews on marketing and traveling apps such
trivago and trip advisor which helps in introducing the facilities of the company.
Factors affecting consumer decision in F&B outlets
There are the various factors that affect the decision of customer at the time of selecting
the hotel or restaurant which are illuminated below
Customer satisfaction: in order to increase the brand value in the market it is very
important to satisfy the customer. It can be done by identifying the demand of the
customer for particular variety of food. Taste and preferences come under the customer

consummation. It gives assistance in increasing the reputation as well as profit of the
company. The better will be services, customer satisfied more. Dissatisfaction will bring
downfall of growth for the organisation.
Superficial value: in this factor consumer make decision on the bases of price and the
values. The customer research on price according to services offered by the company.
Every customer consists different economic status (Janyan,2018). Along with this
customer compare the competitors with the organisation. In the case study of Four
Seasons hotel the consumer analysis the economic value with other brands like Marriott,
Hilton etc. The value of the company is upgraded by modifying the demonstrative skills
of a company and maintaining the relation with the ancient customers as well as fresh.
Customer loyalty: it is referred as the something or kind of behaviour that customers shows
toward the brands, services, and commodities. This factor is inspected by two ways with the help
of behaviour and attitude of clientele. This will increase the productivity as costumers are tie-up
with the organisation, they will visit again for another services in forthcoming. It includes
maintenance of good relation with existing customers. In this factor the client is more concerned
with the relation with the brands over price.
Service quality: every customer’s priority is what quality the company is offering. At the end
customer is paying for the good quality of services and facility. It is great factor that provide
satisfaction to the consumer of product (Manning, 2018). It includes the performance of the
company and the staff members of the organisation. Quality of the services impact the reputation
of the brand in marketplace.
Food offering: this factor is distinct as the food and beverages that served in the hotel. The
customer analysis food quality over quantity. It include the choice of the client available I the
hotel or not. The customer aim to visit restaurant or hotel on the bases of taste. This will give
assistance in meeting the goal of the organisation. The company offer wide variety of food to the
clients. It includes different outlets such as fine dining, quick service, self-service etc.

Physical environment: it is the place where the customer willing to have services. The
customer identifies the location and view the individual supposed to enjoy (Lin, et.al 2020). The
customer makes the decision on the bases of cleanness of facilities and surrounding. The
physical environment includes ambiance, lightning, dinning equipment etc.
CONCLUSION
From the above report will be concluded that food and beverage industry cover various
businesses. The hotels and restaurants are presented in the market on the stars bases which is
awarded by different rating system. Every hotel consists various rating system available in UK.
The report also highlighted the trends of food and beverage services and what are the factors that
affect hospitality industry which includes service style, environmental sustainability trend. The
study also shade a light on different modes of payment which involves online banking and digital
technologies and marketing technology. Furthermore, also focuses on the factors which affect
while the customer make decisions of selecting food and beverage outlets.

REFERENCES
Books and journals
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Economics, 23(8), pp.1591-1
Chow, L.S., Krishnapillai, G. and Lee, C.Y., 2019. Navigating Dining Satisfaction by
Understanding Diner Hygiene Expectation and Experience. International Review of
Management and Marketing, 9(3), p.158.
Chowdhury, et.al 2020. A case study on strategies to deal with the impacts of COVID-19
pandemic in the food and beverage industry. Operations Management Research, pp.1-
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Development, 8(1), pp.156-183.614.
Harnjo, et.al 2021. Identifying Customer Behavior In Hospitality To Deliver Quality Service
And Customer Satisfaction. Journal Of Industrial Engineering & Management
Research, 2(4), pp.107-113.al Jour
Hong, et.al 2021. Factors affecting customer intention to use online food delivery services before
and during the COVID-19 pandemic. Journal of Hospitality and Tourism
Management, 48, pp.509-518.
Janyan, A., 2018. Factors influencing restaurant selection in Yerevan (Doctoral
dissertation).nts, 12(1), pp.82-99.
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