Managing Food & Beverage Operations: Skills, Regulations, Marketing Strategies

This report covers the skills required for managing food and beverage operations, legal requirements and regulations, comparison of operational and marketing technologies, factors influencing consumer decisions, and strategies to attract and build a loyal customer base. A case study of L'Enclume, a top restaurant in the UK, is included.

Managing Food
& Beverage
Operations

Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Covered in PPT............................................................................................................................3
PART 2............................................................................................................................................3
P4- professional food and beverage management skills within a food and beverage
organisation................................................................................................................................3
P5-The legal requirements and regulatory standards that food and beverage service
outlets must comply with, giving specific reference to the maintenance and cleaning of
equipment...................................................................................................................................4
P6-Compare and contrast different operational and marketing technology for a range of
different types of food and beverage businesses.....................................................................5
P7 The factors that influence the consumers’ decision on which food and beverage
outlets they choose-....................................................................................................................6
P8-Analyse strategies used in a range of food and beverage outlets to attract and build a
loyal customer base....................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Food and beverages industry many segments like processing of preparing food, packaging,
distribution. Demand of this industry has been growing rapidly.There are different types of food
and beverages company such as, cafes, pubs, restaurant, resorts, bar, food producer, catering,
hotels, online food delivering, food franchise, bakeries, juice shop, etc (Chenand Voigt 2020). .
In context to the company L'Enclume it is the top most restaurant in united kingdom. The
company was founded by Simon Rogan and establishment year to respective company is 2002.
the headquarter of the company is located in Cumbria England, United Kingdom. The menu
serves the 20 courses. L'Enclume receives three stars in the year 2017 and 2018. the respective
industry mainly known for its menu and taste of food. It secured first position among top 50
restaurants in the UK. In this report it will further explains the rating rating system used by the
respective company introduction of the company, current and future trends follows by the
company and skills required in the management of the company (Kanter and et. al., 2019).
PART 1
Covered in PPT
PART 2
P4- professional food and beverage management skills within a food and beverage
organisation
For every industry it is very important to have a proper management . There are some skills
that should be present in the management people such as
 Leadership skill:- It is a important skill that a manager should have this skills because
he have to lead a team under him. L'Enclume is a food and beverages industry it is
essential to have leadership quality in the leader so that he can train employees to
customer oriented mindset (Baby, Galeand and Swain, 2018). With the best leadership
skill the industry ahs able to received three Michelin stars .
 Problem solving skill:- The the management the managers should have problem solving
skill by resolving the problems of the employees it will helps in reducing the conflicts

among employees. This skill is also important for listening and resolving customers
problem so that they will not be your permanent customers.
 Detail oriented skill:- A manager should be detail oriented he must have a mindset of
paying attention to every single mistakes in the organisation. A manage have to schedule
the meeting with top management people, they should focus on customers complains,
feedbacks. In context to the company L'Enclume they management is well described and
they focus on every single details that will affects the operation the business.
 Communication skill:- This skill helps is communicate well with the customers and
employees. The more they focus on the communication skill the more they will able to
make relation wit their consumers. L'Enclume's management has highly skilled mangers
they create a loyal relation with their permanent customers (Shamiri and Nazari, 2021).
 Customer oriented skill:- This skill essential in the industry who deals in the food and
beverages. This industry wants full attention towards their customers. In context to the
company L'Enclume has customer focus employees they help industry in customer
retaintion.
P5-The legal requirements and regulatory standards that food and beverage service outlets
must comply with, giving specific reference to the maintenance and cleaning of
equipment.
Restaurant's should never be unnoticed the importance of good hygiene food they are
providing to their customers. All food and beverages industries should follow proper hygiene
regulations, and they should adopt best procedure of providing food by which they can be able
to meet their customers needs and wants. An organisation should adopt proper process of
storing, handling and preparing food and drinks in such a way that minimise the risk to those
customer who are consuming their product and services(Ellison and Prescott, 2021). Food
standard act(FSA) is established in 1999. There main purpose is to provide safe and standard
food to the people live in united kingdom. Its main aim is to protect public health in relation to
food. As a leading food and beverages outlet in UK, L'enclume must be familiar with these rules
and regulations. Under the Food safety act in UK, l'enclume can not serve food which is
dangerous to health. They cant sell the food that is not what customer is entitled to expect in
terms of content or quality. Also they cant present their food in false or misleading way. Their

are many laws present which has to followed by L'enclume, some of these laws are as follows-:
 The food safety and hygiene(England) Regulations 2013
 The food hygiene (Scotland) Regulations 2006(as amended)
 The food hygiene (Wales) regulations 2006
 The food hygiene regulations ( northern Ireland) 2006
These above mentioned regulations or laws are require for l'enclume before implement their
food safety management procedures which is based on hazard analysis and critical control
point(HACCP) techniques, the points are as follow-:
 Identify points in those operations where food hazard may occur
 They should identify the points which are critical to ensure food safety
 Identify and implement effective control and monitoring procedures at critical control
points(CCPs).(Tarimo and Kaale, 2021)
Later in 2014 Food information regulation introduce which states that l'enclume should
provide complete detail on information to their consumers and how effectively and
efficiently they present their information to the customers. It confirms that there are 14
component that can cause infection or allergies.(.Faour-Klingbeil, Al-Busaidi and Todd
2022)
P6-Compare and contrast different operational and marketing technology for a range of
different types of food and beverage businesses.
Product packaging- It starts with the logo design on the menu card and how it is presented
on the table. Sometime even a small logo have a strong impact on consumers mind. The
served cocktail can also showcase the brand logo, And after seeing that logo it will
automatically remind about the bar to an individual.
Blogging -The best place to begin by a restaurant is by having and making own blog on
their official websites. An organisation can integrate this with the help of other social media
platforms such as Facebook, Instagram and twitter.(Guerin, 2022)
Listing restaurant on online directories or websites- There are multiple websites such as
food panda etc. regarding food and beverages industries where l'enclume can list their
product and menu.

Festive and seasonal offer- Even without hosting events a restaurant can always capture
more customers through offers and discount based on the respective occasions. If l'enclume
has mock-tails in their menu then they can highlight and offer this drinks on discounted
price in summer.
Approach food bloggers to promote food products- It is one of the most popular
techniques of digital marketing adopt by food and beverages industries. In this technique
they collaborate with various food blogger to promote their restaurant all around the world.
P7 The factors that influence the consumers’ decision on which food and beverage outlets
they choose-
The consumer decision process helps an organisation to understand the steps that
people go through when they are deciding from where and what to buy. Their are many
different factor that influence the customer before making a purchase of any product and
service related to food. Some factors are as follow:-
 Situational factor- It refers to the consumer level of involvement in their
buying task and the offers that are available in market.
 Buying task- It refers to the consumers approach to solving a problem faced by
them and how much effort it requires to solve that problem. High-involvement
decision with lots of associated risk or ego and low- involvement decision with
little risk and ego these are 2 situations faced by a customer.
 Market offerings- If there is more exclusive or multiple type of product and
brand choices available to the consumer, the more complex in purchasing decision
process is likely to be generate.
 Personal factor- Every individual has different needs and wants which
can lead to shape the multiple purchasing decision. Demographic, life
stage, lifestyle and personality are various elements included in these
factor-;
 Demographic- It is one of the most important factor that should not be
overlooked by the management of l'enclume. This includes variables such as age,
gender, educational attainment and material factor.(Nguyenand Li, , 2022.)

 Life stage- It is tied up to the significant life events and circumstances which are
experienced by the various customers. l'enclume should always entertain all kind
of consumer and should keep their life situations aside.
 Personality- It refers to all the traits related to an individual physical
appearance. No 2 person's have same personality, but multiple attempts
have been develop to classify people with similar trait. An individual have
characteristic way of thinking, feeling and behaving. l'enclume should
always make different customer feel comfortable in their premises.
 Psychological factor- This relates to the customer's motivation, learning,
socialization, attitudes and beliefs. L'enclume should always adopt proper
marketing technologies by which a customer can motivate for going in
their restaurant.
 Motivational factor- A motive is the inner pressure which lead to satisfy
the consumers needs and wants. In order to L'enclume they should aroused
to a top quality level that they serve as a motive.
P8-Analyse strategies used in a range of food and beverage outlets to attract and build a
loyal customer base
Their are some effective tricks or strategies which can be used by L'enclume to
attract more customer's to their restaurant-
Promotion on social media- In today's world social media is becoming much more popular and
the people of all age group are increasing day by day on various social media platforms.
L'enclume can reach out to capture new customer base with the help of doing promotion on
social media. They can create advertisements and can take the help of various agency to get
featured in various social media sites. L'enclume can also set-up their official business page on
these sites and promotional posts to attract their potential and new customers. ( Okumus, , 2021)
Put on various events that can give customer's a reason to eat out- Almost many restaurants
and bars present in UK attracts their customers by providing live music. This include house band
of musicians or a rotating set of DJ's. L'enclume can conduct these concert which will draw a
huge crowd and introduce many new customer's to their restaurant's. They can easily manage

these kind of events because they have sufficient space for the musical group to perform in their
premises.
Giveaway gift cards- It is one of the great way to attract customer towards the restaurant.
L'enclume can donate these gift cards with the help various contests or charity program. If the
gift card ends up in the favour of someone that has never visited the l'enclume restaurant, then
will tempted to try it out.
Ask for feedback- L'enclume should value the feedback of their customers and should
consistently improve their quality to serve proper and better food and services to their
customers.. The management can adopt many ways to request feedback from the customer, but
when it's done immediately it is one of the most effective way to get the customers view.
(.Schislyaeva, and Kovalenko, 2021)
Encourage effective communication skills between staff members- It is one of the most
important principle to run a restaurant effectively and efficiently. The staff present in l'enclume
management should properly know how to communicate with their customers. For this skills
l'enclume should conduct various programs and workshop in which they can train their staff to
communicate professionally.
CONCLUSION
The following report has been concluded that l'enclume is one of the most popular restaurant
established in UK. They are popular in serving all inter-continental cuisine under one roof.
Further credit rating which is acquired by them through various organisation is included in these
report. The current and future trends which are affecting food and beverages businesses are
explained in this report. Later on there is a brief summary on management skills that are required
by an organisation to demonstrate their services are included in this project. The legal
requirements and regulatory standard that should be followed by l'enclume is concluded in this
report. Further, this report will display the comparison between different operational and
marketing techniques of various types of food and beverages businesses. The consumer
behaviours of purchasing foods is also been concluded in this file. At last various strategies used
by food and beverages organisation to attract new customers is been presented in this report.

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